Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

Latest posts by Dinesh Thakur (see all)

Segment your audience with Remarketing 1

A Complete Guide on How to Segment Audience with Remarketing

Remarketing is a form of online advertising that allows you to show your targeted ads to users who have already visited your website in the past.

While browsing the web, your past visitors will see your ads. This will help you to reconnect with them and entice the visitors to come back to your website for more.

Since your past visitors are already familiar with your brand and product/service, they are more likely to convert into a lead or sale on your website.

Remarketing is worthy enough to increase your conversion rate and the overall ROI. Click To Tweet

The fact that Remarketing is given so much of importance is because of its benefits.

Let us have a look at the various benefits of remarketing that it too hard to ignore.

Benefits of Remarketing

1. Connects to your Audience

With the help of remarketing, you stay connected with your audience even they are not on your website or searching for you.

Remarketing is a great tool when you are actively looking for your brand awareness and being in front of the people when they are on the verge of making a purchase or getting converted into leads.

2. Highly Targeted Ads

When you know that you have to target people who have already visited your website, you know what they are looking for.

So, to drive them back to your website to make a purchase or convert into a lead, you can create highly targeted and outstanding ads with extremely relevant images.

You can even create different ads on the basis of the pages that your visitors have visited.

For example, you are an e-commerce owner, offering a variety of footwears. However, you can create specific ads to target people who are looking for formal shoes and different ads for those looking for casual shoes.

3. Increased Conversions

As a matter of fact, it has always been observed that the campaigns that include remarketing as one of its strategies have a higher Conversion Rate.

This happens because you remind your audience of your product and services when they are on a verge of converting.

4. Higher ROI

With Remarketing, your conversion rate tends to get higher. This increased conversion rate is the reason behind an improved ROI.


The Basic Remarketing Setup

Basically, the advertisers start with their remarketing process with a list of the audience of all the visitors in the last 30 days.

30 Day Audience

In other words, if you create a similar list of the audience, you will be targeting the all the people who had visited your website in the past 30 days.

Basic Remarketing Set Up

This audience list is the one that is set by default when you create remarketing campaigns and most of the advertisers and marketers end up using this.

When visitors land on your website, they automatically get added to this list. You can count it as Day 1 for these visitors. After 15 days they are still on the list. Moreover, after 30 they will be still on the list.

Remarketing Set Up 30 Day Audience

But, after 31 days, they will fall off from that audience list.

Remarketing Set Up 31 Day Audience

They are no longer on the list until and unless they come back to your website because in that case they will get added to the list again and start off with Day 1.

Have you ever thought of optimizing this remarketing strategy?

If yes, well and good. But if no, then there is no problem at all because we are going to tell you how you can optimize your remarketing strategy by segmenting your audience.

Audience Segmentation by Behaviour

The very first thing to begin with remarketing is to segment your audience on the basis of their behavior that they demonstrated on your website.

According to the behavior aspect, there are 3 groups of people:

  1. Not Interested
  2. Interested
  3. Buyers/Converters

Remarketing Set Up-Behavior

1. Not Interested

They are those people that are really not interested in what you have to offer. The non-interested are ones that contribute to increasing your bounce rate. They are the immediate bouncers who might have entered your website by mistake. So, they leave immediately and never come back.

2. Interested

They are the ones that showed more than average interest in your product or service. Neither did they bounce back from your website nor did they spend few seconds on your website. They were on your website for a while and looked through a number of pages. But they did not do what you wanted them to do.

3. Buyers/Converters

They are the ones that actually did what you wanted them to do. They might have filled a form, bought a product, viewed a video or downloaded an Ebook. The possibilities are endless. If you are an e-commerce website, conversion for you could be that someone purchased your product. And if you are a lead generation website, it could be that someone read about your services or a blog post.

However, there is no need to target the first group of people that is the not interested. Since they are the ones that increase your bounce rate means that they are not at all interested in your product.

By Remarketing to the non-interested group you will only waste your ad spend. Click To Tweet

Also by not showing your ads to this group, you will increase your CTR and engagement. This will improve your Quality Score which will further reduce your Cost per Click. Hence, it is a win-win situation.

Same is the case with the third group of people that is the buyers/converters. They have already done what you have told them to do. So asking them to do the same thing is useless. No matter how many times you remarket them, they will are going to convert all over again.

By not showing your ads to the above mentioned 2 groups, you will only attract the best prospects for your ads.

The main use of remarketing is to go after those people who have should above average levels of interest in your website. This can be the best group you can go after. By showing your ads to the interested group, you are displaying your ads in front of the most qualified and targeted group of people. Therefore, your results are going to get better if you remarket to the interested group of people.

Remarketing Set Up-Interested

There are a lot of ways by which people can show interest on your website and you can also target them separately according to their level of interest.

But generally, you should try to keep it simple to avoid further complexities.

There is one group that is not interested, there is another group of buyers and converters and in between, there is a group of interested people that you will retarget first.

Audience Segmentation by Time

After segmenting the audience according to behavior, the next step is to segment them according to time.

The time frame that you take into account while segmenting the audience totally depends on the traffic of your website.

If your website traffic is average or low, then you might take a time frame of 2-2 days. On the other hand, if your website traffic is high, you can take a time frame of 2-3 weeks.

Remarketing Set Up-Visitor Behavior

While taking the time factor in consideration, the best audience to target is generally the most recent one.

The more recent the visitor, the more are the chances of them to convert. Click To Tweet

Hence, one of the most powerful ways to segment the audience is by seeing how recently they have visited your website.

Remarketing Set Up-Bids

Suppose you own an e-commerce website. So you might have visitors that visit your website but did not purchase anything. There might be visitors who must have added your product to the cart or even viewed the checkout page but they just did not do what you wanted them to do.

In this case, if you show them an ad straight away in the first few days after leaving your website, they are more likely to buy your product as compared to the ones that visited your website or  2-3 months ago.

There are a couple of benefits of segmenting the audience by time.

1. You can change the ads that you want to show to people

For example, You can send a

  • Normal remarketing ad to the visitors in the 0-7 day audience.
  • Special discount or offer ad to the visitors in the 8-14 day audience.
  • The value based ad that contains a social proof or testimonial to the visitors in the 15-21 day audience.
  • A deeper discount or a better offer to the visitors in the 22-30 day audience.

Remarketing Set Up-Preference

2. You can bid differently over time

As you know that the most recent visitors are the most profitable group of people to show your ads to, then it is obvious that you should spend more of your budget precisely to the most recent group.

For example, you can have the highest bid for the most recent group and decrease the bid as the recency decreases.

Remarketing Set Up-Bidding

Don’t forget the Buyers/Converters

It is not a wise decision to totally forget the Buyers/Customers. Although they are not your first choice to start with remarketing but then you can certainly cross sell your product or service to your existing buyers.

Moreover, you can go ahead and create Similar Audience which is also called “lookalike audience” on Facebook.

Remarketing Set Up-Similar Audience

To create a list of the Similar audience, Google helps you out. It compares all the information like their email address, IP address or the age and interest that they know about the people and then builds a list of people for you.

A Similar Audience looks like this in AdWords.

Similar Audience

Show Ads Occasionally

This means showing your ads for a period of time and then turning them off for another period of time.

You can show your ads for a period of 30 days and then stop your ads. At day 50 you can start showing your ads for 10 days and then stop again. Then show you ads at day 90 for another 10 days.

Remarketing Set Up-Interested Visitors

The prominent reason for showing your ads occasionally is that it is quite effective. Because when you continuously show your ads to the visitors, they get annoyed and increases your threat of losing potential leads and customers.

When you show your ads occasionally, the visitors don’t really get to know when the ads went away but they do notice when your ads are popped back again.

This helps you to get over banner fatigue and you are no longer under a threat to lose your potential leads and customers.

Generally, people tend to forget about your ads but they do remember your domain name, logo, image and because it makes it easy for them to recognize your ads when they are popped back.

Segment the INTERESTED audience

By now it must have been clear to you that you have to only target the INTERESTED audience.

The next step is to break down your INTERESTED audience even further to target a more qualified audience.

So, now the INTERESTED audience breaks down in breaks down in 3 different segments i.e.

  • Add Product
  • Cart
  • Checkout

Remarketing Set Up-Interested Behavior

You can think of this as the typical funnel from top to bottom through the various stages of interest. Whether they added the product, viewed the cart or the checkout page.

To maximize your reach to the desired audience segment, you should bid differently for different audience segment under the interested people.

Bid more for the people who are closest to buying and the people who have made through the last stage of your buying funnel.

Visualize your Remarketing into practice

Earlier, we talked about the concept of Remarketing List. But now we will put this concept into practice.

Creating Remarketing with AdWords

The very first thing that you need to do is to determine the audience size to make each list.

As a matter of fact, Google requires a minimum of 100 people on your list. However, you will have to expand the data range of your audience if your audience size is less than 1000 because audience size that is less than 1000 is too small worth an effort.

On the other hand, you will have to reduce the date range of your audience if your audience size is more than 10,000 to target a smaller portion of your audience.

Remarketing by Behaviour

After your lists have substantial audience volume, segment each of the lists by behavior.

As explained above, there are 3 groups of people when you segment your audience according to behavior i.e.

(i) Not Interested

(ii) Interested

(iii) Buyers/Converters

(i) Visualizing Remarketing for Buyers/Converters

The easiest way to build an audience list your buyers or converters are from the THANK YOU page. This THANK YOU PAGE is basically the page that the people see after purchasing the product or entering the details. This page ensures that the people have done what you wanted them to do.

(ii) Visualizing Remarketing for Interested

Interested people are an essential component of a Remarketing. Because this is the audience that is going to get you maximum conversions.

Therefore, it becomes really important for you to understand the interest and behavior of these people on your website.

If you are an e-commerce website and have huge traffic volume, you can easily figure out the interested people. You can keep a check on those visitors that went to the cart and even the checkout page but somehow stopped there and then.

On the other hand, although you are an e-commerce website but have low traffic volume, then you need to take a step back and create a list of interested people who went to your product or category pages.

Well, the lead generation websites do not get such clear clues, but then if you are one of them, you can keep a check on those people who view another page of your website apart from the homepage.

(iii) Visualizing Remarketing for Not Interested

This list is easiest to create out of all. When you identify the interested and the buyers or converters of your website, you have simultaneously created a list for those who are not interested in your product/service.

Remarketing by Time

There may be times when you want to target only a specific group of people on the basis of time while excluding another group that comes within the previous group.

This seems a little-complicated process but can be easily resolved with the help of Custom Combination List.

The Custom Combination List is a list that allows you to create advanced lists out of existing remarketing list.

Target a custom audience by combining remarketing list in an OR, AND or NOT relationship. Click To Tweet

For example, if you want to offer a special price to those who purchase three products a set like a DSLR camera, Camera Shoulder Bag, and a Camera Tripod Stand.

But the problem is that these three products are in three different URLs.

So, in order to create a Remarketing List of people who visited the three products, you can create a list of people who visited the DSLR Camera Page, second list of people who visited the Camera Shoulder Page and a third of people who visited Camera Tripod Stand.

After this, you can create a custom combination to reach the people who viewed your DSLR Camera page AND Camera Shoulder Bag AND Camera Tripod Stand page.

The next step is to add these custom combination list to your Ad Groups.

But then of you have multiple AdWords Accounts, then these Custom Combinations can become little confusing.

Hence, to clear all your confusion, Remarketing comes into action.

Moreover, to get the best results, ensure that you test the interested audience rather than all site visitors.

For example, say that you have 3 lists i.e.

All visitors in the

  • 7 days
  • 15 days
  • 30 days

Now, you want to show different ads to each of the categories and also want to bid differently for each of the above-mentioned categories. Hence, you can create custom combinations like this:

People on your

  1. 7-day list.
  2. 15-day list but not on your 7-day list.
  3. 30-day list but not on your 15-day list.

Creating custom combinations for smaller groups is fine but as your audience increases, these custom combinations can become very tricky and confusing.

To solve this confusion, Remarketing introduces the concept of “Excluding Traffic”

To reach a highly specific audience with your ads, you can exclude or block the irrelevant traffic. This will, in turn, reduce your costs and increase the probability of attracting quality clicks and conversions.

So, to target the people between day 7 and day 15, you can simply target everyone on the 15-day list and exclude on the 7-day list.

Remarketing at practice in AdWords

To put the concept of Remarketing into practice in AdWords, let us take an example.

Suppose that you have to target people who have viewed your cart page in the last 15 days but not anyone that went to the checkout page and also not those people who viewed your cart in the last 7 days.

This is because you are segmenting your audience to show them different ads bid differently.

Remarketing Set Up- Cart and Checkout

Therefore, to target this group, you can create custom combinations in the following way:

Create Custom Combinations of

  1. Cart 15 but not Cart 7 (Cart 15-7).
  2. Checkout 15 but not Cart 7 (Checkout 15-7).
  3. The two, Cart 15-7 but not Checkout 15-7.

You can also create an audience targeting visitors to the cart in the past 15 days.

Remarketing part 1

Then add this audience to your Ad Group.

Remarketing Part 2

Then scroll down to add exclusions (Checkout 15 and Cart 7).

Remarketing Part 3

In addition to all of this, you should experiment with different segments and time frames. Have a constant check on the number of people that you reach.

Creating Remarketing with Facebook

To create a Remarketing on Facebook, you need to make a custom audience.

Facebook Ads Manager

In spite of getting ahead with the audience on Facebook, it is important to remember that in Facebook your audience size is going to dominate the time frame and the budget that you use.

There are a lot of people out there who are very particular about their Facebook newsfeed.

If you show your ads to them occasionally, they would not mind that but if you keep showing you’re to them every now and then, they might not like it and as a result, you might get some harsh treatment.

So, you have to be highly aware of how often you show your ads and you also need to take precautions to avoid ad fatigue because this really happens fast on Facebook.

You also need to have a standard size of the audience in Facebook that suits your time frame and budget.

Remarketing by Behaviour

Just like AdWords you have 3 groups of people when you segment your audience according to behavior i.e.

(i) Not Interested

(ii) Interested

(iii) Buyers/Converters

(i) Visualizing Remarketing for Buyers/Converters

Similar to AdWords, you can create a list of people who have purchased any product from your website or have converted into a lead.

For this, you will need the URL of the Thank You page and create a custom audience of 180 days to that specific traffic.

Custom Audience 1

(ii) Visualizing Remarketing for Interested

This is also similar to AdWords where you need to identify the traffic that is showing interest in your product/service.

As mentioned above, the e-commerce websites are going to get clear and evident signals of people who are interested in your product/service. Like the people who viewed your cart or the checkout page.

And for lead generation websites, you can use the feature of Custom Combination, where you can create an audience for those people who viewed 2 or more pages of your website.

In this example, if the person has been to your sales page and the homepage, then only he will show up as an audience.

Custom Audience 2

(iii) Visualizing Remarketing for Not Interested

The concept to create a list for the Not Interested in Facebook is same as it was in the case of AdWords.

Identify the interested and the buyers or converters of your website, and the rest are the ones that are not interested in your product/service.

Remarketing by Time

Segmenting your audience on the basis of time is the easiest way on Facebook.

The default time frame is of 30 days when you create a custom audience for your website.

But as RECENCY is the key to segmenting the audience on the basis of time, the default time setting ignores the fact the nonrecent visitors are less likely to take an action than the recent visitors.

Here, you can have a similar setup of the audience like:

All visitors in the

  • 7 days
  • 15 days
  • 30 days

If you have low traffic volume, you can expand the time frame. On the other hand, if you have high traffic volume, you can shorten the time frame.

In Facebook also, you can exclude the irrelevant traffic. The exclusion takes place at the Ad Set level.

Remarketing at practice in Facebook

Let’s take an example here, you are an e-commerce website owner dealing in footwears.

One of the categories on your website is the shoes, so you can make an audience that is comprised of people that have been to those pages.

Furthermore, you also want to make your audience targeting more precise and exclude the recent buyers because the probability that they are going to make a purchase again is quite less, so you can exclude buyers from the past 7 days.

Hence, in terms of the Remarketing, you will only show your ads to those who have generated a recent interest in your product/service and will exclude the recent buyers.

Remarketing and Google Analytics

To get an in-depth detail of the interests and behavior of your website visitors, you can combine the effects of Remarketing and Google Analytics.

However, remarketing the visitors on Google AdWords and Facebook has one flaw that is both of them used certain rules to build a remarketing list.

Hence, with Google Analytics, you can create remarketing lists based on a huge variety of the behavior and interest of the visitors.

Who are the Interested Visitors on Google Analytics?

The absolute sign of interested visitor is when they buy anything from you or convert into a lead.

There are a lot of behavior options that makes someone more likely to convert. Click To Tweet

The behavior of the visitors also depends on your business, the product that you sell, the frequency of your buyers and of course the selling process.

The Time Spent on the website

It is a wide known fact that the longer the visitors spend time on your website, the more pages they will view and the probability of them to convert increases.

The visitors who leave your website after visiting just one page of your website are less likely to convert.

(i) You will need the Session Duration Report to find out for how long did the visitors spend time on your website.

You will find this report in Audience > Behaviour > Engagement.

Session Duration

(ii) There is another option to look at the amount of time that the visitors spent on your website. That is the Page Depth Report.

Page Depth

However, the two reports are quite easy to generate but they are not convincing and useful.

To solve this issue, you can create a Custom Report.

Custom Report Creation

1: Sign in to Google Analytics

2: Navigate to your view

3: Click Customization and then select Reports from the drop down menu.

Custom Report 1

4: Click Customization > + New Custom Report

Custom Report 2

5: Enter a Title

6: Click +Add a Report Tab (Optional)

7: Select a report type: Explorer, Flat Table or Map Overlay

8: Define your dimensions and metrics

Custom Report 3

9: Click +Filter to limit the report to specific dimensions (Optional)

10: Select where the report should appear. Use the drop down menu to select specific views, or select All views associated with this account to allow this report on all views you have access to.

11: Click Save

Custom Report 4


Analytics Remarketing List

Create the Audience in Google Analytics after you have identified the group of people you want to remarket to.

And after this, you can add this to your AdWords Campaigns.

1. Go to the Admin panel of your Google Analytics account.

Admin Panel

2. Go to the Property column in the middle and then in the Audience Definitions section, click on the Audience.

Analytics Remarketing

3. Choose the AdWords account where you want to send the remarketing audience to.

4. Click “Next Step”. When you are opting for this option for the first time, you will get a message. You need to click “Enable” then. With this Google create a list of “All Users” automatically. But you can still use a better option.

5. Click on the big red “+ new audience” sign and define the audience that you want to create.

Analytics new audience

analytics audience

6. Now you have 2 choices. Either use one of the recommended audience or create a one from the scratch.

7. To create a new audience, you will have to go to the “Audience Builder” panel.

8. Click on the Conditions on the bottom right corner. And set the condition that meets your criteria.

Analytics audience 2

For example, if you have set the condition that the page depth should be greater than 10, then you can set the condition like this.

Analytics audience 3

9. Click Apply

The User Behaviour

For this, you will have to go to Audience > Behaviour > New vs Returning.

Depending on what type of audience you are tracking, you can change the drop down menu from the Conversions range.

Spending Budget

By segmenting the audience according to the recency and level of interest, you can bid differently for each of the categories.

The more the recent visitor or the more the interested the visitor, the higher bid and vice versa.

Final Thoughts

This was all about the Remarketing. How it can use with Google AdWords, Facebook and Google Analytics.

It covers all aspects of your visitors, whether it is the level of interest, behavior on your website or recency.

These are just factors that form the basis of your remarketing strategy. However, you need to keep coming up with new ideas on which behaviors might indicate more conversions.

So, just go ahead and apply this concept into practice.

Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

Latest posts by Dinesh Thakur (see all)

The Secret of Remarkably Successful AdWords Campaigns

Nevertheless, Google AdWords is a great platform for getting new customers.

Because Google AdWords has the power to display your ads to a highly targeted audience at the exact time when they are actually looking for your product or service.

However, creating a new AdWords Campaign is an exhilarating task with a lot of emotions getting built up.

Since, Google AdWords is an innovative method to increase traffic it also requires hard work, strategic thinking, and proper planning.

Also with Google AdWords, it is not necessary to spend a lot of your budget to get the most of the Google AdWords campaigns.

Google AdWords is for all, whether a small, medium or large business. Click To Tweet

Here are the tips being offered to any advertiser who is planning to use Google AdWords or has already started with it to make their AdWords Campaigns remarkably successful.


1. Determine The Demand of The Customer

demand of the customer

This is the most important element of a successful AdWords campaign.

Before starting off with any campaign, determine the demand of the customers. Click To Tweet

If the customers are not looking for your product/service on Google, then there is no point of creating an AdWords campaign.

Therefore, understand the psychology of your customers and the suitability of our product or service before creating an AdWords Campaign.

To check the keyword phrases, use the Google Keyword Suggestion Tool that lets you analyze a lot of data, helps you to generate relevant keywords that are famous and also tells you about the competition that those keywords get and their bid price.

While looking for specific keywords for your business invest in keywords that have high search volumes, invest in keywords that indicate a sense of purchase rather than just providing information and also consider the affordability of the keywords.


2. Understand The Basic Maths of Your Campaign

maths of your campaign

After getting to know the demand the next step is to choose keywords that are most relevant to your business.

As the keywords are the building blocks of the AdWords campaign, they require constant updates and planning.

But before you finalize the keywords for your Campaign, you need the understand the basic mathematics of your campaign.

By this, you can escape from bidding on a keyword that is way too expensive for you.

To ascertain the financial aspect of the keywords, ask yourself this question, “Can I afford to advertise on this keyword?”

To answer this, you need to calculate your Max Cost Per Click that is affordable to you.

Make a comparison list with the maximum amount of that you can spend for a particular keyword. Click To Tweet

Use the following formula to calculate your Maximum Cost per Click.

Max CPC=(Profit per Customer)(1-Profit Margin)(Website Conversion Rate)/100

Suppose your Profit per Customer is $100 with a profit margin of 40% and a conversion rate of 10%. By using the above formula, your Max CPC will be:

Max CPC=[$100(1-0.40)10]/100=$6

With this, your Maximum Cost per Click for a keyword is $6.

And if the estimated Cost per Click is $4, then it is a profitable attempt because here, you are willing to spend more and the estimated cost is less.

On the other hand, if the estimated Cost per Click is $8, then you know that you probably cannot advertise with that particular keyword.


3. Conduct Competitor Analysis

competitor analysis

After making a list of keywords that are both affordable as well as relevant to your product or service, it is important to understand what your competitors are doing.

For this, you need to conduct a competitor analysis in a proper manner.

Having proper knowledge about your competitors gives you an advantage over your competitor. Click To Tweet

You can also use that information to optimize your campaigns.

Competitor analysis also lets you know about the keywords, ads and landing pages that work or do not work in your particular industry.

There are a lot of tools like KeywordSpy and SpyFu that help you in checking out the strategies of your competitors.

These tools give you access to the advertising history of your competitors in a well-organised format.

You can also see which keywords or phrases the competitors are using and also monitor the performance of the keywords used by your competitors.


4. Have a Powerful USP

Unique Selling Proposition

Your Unique Selling Proposition is what that separates you from the rest of your competitors and makes you stand out in a crowd.

It gives your potential customers to a solid compelling reason to choose you.

A well-thought USP can take your business to new heights and can give you an advantage over your competitors.

A strong USP helps you to answer, “Why should customers choose your brand over others?”

When writing a USP in the form of a phrase remember to focus on your strengths and uniqueness. Click To Tweet

A strong USP generates better traffic from potential customers and at the same time remove any unwanted traffic.

A strong USP increases your conversion rate. Not only it will generate quality traffic but it will also help you to get better conversions and will convert the visitors into customers effectively.

A strong USP not only gives a positive impression to your customers, it also gives your clients a good reason to do business with you.

Analyze the shopping pattern of your customers and see what they like and dislike about your industry.

Also take a look at your competitor’s ads, websites, and keywords and then come up with a powerful USP.


5. Create An Irresistible Offer

create an offer

You should create an offer so valuable that your potential customers cannot avoid it at any cost.

Basically, there are four valuable components that form a good and irresistible offer.


The value of the product or service that you are selling should be more than the price. The benefits must outweigh the price.

Your potential buyer should feel that they are more for their money. Do not make your offer cheap so that you start bearing losses.

Instead clearly define all of the value of the product or service provides to the customer.


The users are sometimes doubtful. So the price of your product or service should look reasonable and not extremely less.

Because then they will feel that there is something wrong with your product.

If you are running a sale or giving something for free, provide a solid reason behind it.

Reduce Risk

Customers are always scared of losing money to a cheap product or poor service.

Therefore, you need to provide some kind of guarantee so that the customers can have faith in you. The best kind of guarantee is a money back guarantee.

It minimizes the risk to a very high level and also makes the new, as well as existing customers, feels more comfortable with you.

Call-To-Action (CTA)

By including a simple CTA you can tell your prospect exactly what you want him to do next.

If you want your customers to call you, do not make them look for your contact number on the website, instead provide your number there and then.

And if you want your customers to fill a form, put the form in the front for the customer to see easily.

You should offer something that is so amazing that prospects are simply compelled by it. Click To Tweet


6. Write Compelling Ads

compelling ads

When you are using Google AdWords for advertising, you only pay when your ad gets clicked.

So, your ads have two main tasks to perform.

  • Attract qualified prospects to your ads instead of your competitors.
  • Keep irrelevant prospects away so that they do not click and waste your ad budget.
Compelling ads get more qualified traffic that results into more sales. Click To Tweet

They also prevent wastage of ad spend on irrelevant traffic and gives you an overall higher profit.

Compelling ads usually have a higher CTR that boosts your Quality Score and lowers the Cost per Click of your keywords.

The Adwords ads have a headline, two separate descriptions and a link to the relevant landing page that is aligned with the ad (URL).

You can ask a question to grab the attention of the users, then describe your offer and attract the user with a Call-to-Action in the description and lastly make sure that the URL is correct and goes up to the relevant landing page.

Remember, the headline is the most important element of your Ad, so try to include keywords in your headline.

When the search query matches the keywords in your headline, Google bolds those keywords to make them noticeable making your ads stand out from the rest.

In the description lines, include your benefits, USP, and your special offer.

Also, do not just copy and paste the domain name in the display URL.

In your display URL, you can include your offer, CTA, USP and any other thing that makes you stand out in the crowd.


7. Align The Landing Pages With Your Ads


landing page

Image Source: Flipkart

By now your potential customer searched for your product and services, they have even found your ad to be very appealing.

Impressed by your offer, the visitor decides to click on your CTA.

You have two choices here:

  1. Send your visitor the relevant landing page and close the deal by converting him into a customer.
  2. Send your visitor to the homepage and lose the potential customer and also increase the bounce rate.

I’m sure you might be wondering that why is the second option even included here.

This is because many advertisers make this mistake of directing their visitors to the homepage instead of the landing page.
Homepage explains everything about your business and your products and services.

It possibly does not explains what was highlighted in your particular ad.

If your URL does not go to the correct landing page and instead reaches the homepage, users who clicked on your ad will not be able to find the special offer and will immediately leave while increasing your bounce rate.

Make sure that your ad leads to a perfect landing page that is specially tailored for each ad. Click To Tweet

The headline is the first thing that the visitor reads when he lands on your landing page. Make it attention grabbing and appealing.

Your landing page should be relevant to the keywords and the ads that the user clicked on.

To make your landing page more compelling, include your USP, benefits, special offer, and a strong Call-To-Action.


8. Use Negative Keywords

negative keywords

As you might already be knowing that negative keywords are those keywords that prevent your ads from being displayed for any irrelevant search query.

They play a vital role in saving your ad budget that could have been wasted through irrelevant clicks.

Negative keywords help you to streamline your ads and displays it only for the most relevant search queries.

Negative keywords not only drive quality traffic but also ensures that the traffic that is coming is conversion oriented and end up increasing leads and sales.

As an overall result, negative keywords also increase your Quality Score. Click To Tweet

Since negative keywords have the power to either make or break your campaigns so choose them wisely and it is recommended to conduct proper research before targeting the negative keywords.

Negative keywords also result in a better CTR by making your ads specific and only targeting them to the most relevant target audience.


9. Perform Conversion Tracking

Track your conversions

Keeping track of your conversion rate is extremely essential.

Conversion tracking is a way to determine which of the ads are generating sales. Click To Tweet

It is essential to analyze keywords and ads that are increasing your ROI and those that are simply wasting your ad spend.

Conversion Tracking helps you to manage your keywords and ads properly and also lets you make the necessary changes to optimize your campaigns accordingly.

For your business, a conversion may be a purchase, sign-up or a lead.

It is basically the action that you want your visitors to take on your website.

Without proper tracking, you cannot differentiate between the top performing and underperforming keywords, ads, and landing pages.

To keep a record of the conversion rate, you can place the conversion tracking code given to you by AdWords to your specific landing page for each advertisement.


10. Optimize your campaigns

Optimize your Campaigns

After you have created your AdWords campaign, the next step is to optimize them based on the data you have inherited through conversion tracking.

After your ads are launched, you need to monitor them closely.

Observe a number of clicks it is generating, how many visitors are landing on your landing page and out of them how many are actually converting.

If your keywords are profitable enough and still you are not being ranked No.1, raise your bids for those keywords.

On the other hand, if a keyword is not profitable, either lower the bid or pause the keyword depending on the situation.

To maximize your CTR, test different versions of your ads. Click To Tweet

Also, test different versions of your landing page to determine which one of them is generating maximum conversions.

In a nutshell, to optimize your campaigns you should be looking to improve the elements that are working in favor of your AdWords campaigns and remove those that are not working at all.



Creating an AdWords campaign is a daunting task but if done correctly it can result in a leading factor to enhance your online presence and conversions.

By focusing on the above tips you can create AdWords campaigns that are profitable.

Google AdWords requires an intelligent understanding of the metrics and clear investment so make sure you rely on both of them.

Also remember, the success of your AdWords campaigns depends a lot on the type of business you are involved in, your target keywords, competitors, ads and the conversion rate.

Hopefully, these tips have provided better insights to boost your productivity and efficiency of your Google AdWords campaigns.

Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

Latest posts by Dinesh Thakur (see all)

How to Do a Powerful Audit of Your PPC Account

PPC audit is an indispensable part of your entire PPC activity.

Your account may be running in a great position or lagging with a poor score, in both situations PPC audit is important.

There is no such benchmark where you can stop thinking about your well-performing account.

In PPC, there is always scope to surpass your previous achievement.

As market environment and user behavior change fast, parameters often change their position towards bad.

On the other hand, if your PPC account is going through a rough patch then a comprehensive PPC audit can provide you detailed analysis about where it actually losing valuable money.

During audit what auditor does is he compares you’re your account with a similar but well-performing account.

PPC audit is basically a health check up of your PPC account. Click To Tweet


What a PPC Audit Should Focus on


The success of a PPC audit resides in its ability to show areas where the advertiser is losing his money and where he can make more money.

It’s about knowing whether the keywords or phrases you have chosen are fulfilling their respective jobs or not.

Setting exact matches, phrase matches, and broad matches in the right manner are important.

The ad text plays a crucial role in reaching the potential clients. The keyword must be there in the ad copy and headline.

In AdWords, you get a chance to showcase your ad in different networks; Not just in Google network but also in its partner networks too. Being two different mediums your PPC campaign will require two different strategies.

Ads are displayed in two different networks- display and search network. Here too ad campaign must be designed to work to their full potential.

The placement of an ad in the right network also plays a decisive factor in the success of an ad campaign.

A complete PPC audit focuses every aspect of an account responsible for making the conversion happen.

Google Analytics and different webmaster tools offer vital information about how your account is performing. These tools tell how many clicks have been received and what each of the visitors after entering the website.

A complete PPC audit focuses every aspect of an account responsible for making the conversion. Click To Tweet

PPC audit does not change things overnight rather it shows where your efforts are going wrong and in which areas you should focus and work hard:

  • The number of people who saw your ad
  • The amount you paid for each click
  • How many people clicked on the ad
  • Which clicked turned into conversion
  • What is the average position of the ad in the page
  • Amount that you earned from the conversion of the ad

All these facets at the center around one coveted performance indicator and that are the quality scores.

The quality score in AdWords plays vital score in both in terms reducing ad spend and gaining more relevance towards potential customers.

To reap the benefits of a PPC audit you should provide as much information you can. The more information you provide the more coherent report you get.

At least 90 days of account history should be there to conduct a meaningful and comprehensive PPC audit.

The amount of submitted data for audit is proportionate with the accuracy of audit result. Click To Tweet


Who Should Perform the Audit?

If you are aware of the situation that which section of your account is not working to its full potential then you can dig into it yourself.

But when the entire account is in question then a professional account manager should take the place.

An auditor should have an objective outlook towards changes he has made in the account. He must be blunt in removing the changes he made in the account. During every audit checking basics should never be avoided.

Simple things often put a huge impact on the account performance. So, always get your basics right.

Hiring a professional for this task can be highly rewarding as well as enlightening. An expert can provide deeper analysis and implications of the different aspects of PPC advertising strategies.

PPC audit is expensive but you can use some PPC tools to fulfill your requirements to some extent.

Experts also use these tools to provide an extensive report of your account. But at the end of the day, you would lack the experience which an expert PPC auditor has gathered throughout his career.

On the internet, you will find many PPC agencies are offering a quick audit of your account but they do not provide in-depth analysis.

PPC expert can provide deeper analysis and implications of the different aspects of advertising. Click To Tweet

PPC Tools

  • Google AdWords Keyword Planner

Google Keyword Planner is an effective tool for every AdWords user. It gives a detailed investigation of the average monthly, annual trends, your competition and a suggestion of keywords bid ideas. Here you can put the information of your target location.

  • Google AdWords Ad Preview and Diagnosis Tool

It ensures whether your ads are showing or not and also how they are appearing. It also makes that you do not get your AdWords impressions wasted while checking the ads.

  • WordStream Keyword Niche Finder

Head keywords are lesser profitable than long tail keywords. WordStream Keyword Niche Finder helps in finding long tail and niche keywords.

It is a keyword suggesting tool that suggests a keyword that might prove profitable for your business. You can also filter keyword by country, search type (shopping or web) etc.

This tool comes really handy in competitor PPC research. It lends a hand in finding your competitors keywords, positions, CPCs, cost and traffic in Google AdWords PPC. Moreover, it gives you a deciding edge in what keyword company might go for bidding.

Another competitor analysis tool provides quite an amount of information around its ambit of the free version. The information it provides comes along with competitors ranking information.

Brings out specific information regarding competitor’s keywords. You may also view the actual copies which your competitor is running.

The paid version Spyfu offers other information like advanced keyword statistics, CPC estimate, and your own performance tracking report.

Various free tools and free account audit opportunities are available on the internet. You can also choose them but nothing comes in comparison when it is done by an expert.

Hence, before starting the audit you must have a clear idea about what is your actual goal of the PPC practice.

The central idea may be increasing the volume of relevant traffic or making your account cost effective or increasing profit.


Follow these steps to perform a coherent and detailed PPC audit

1. Campaign Settings

Check your campaign setting.

Make sure you select these campaign settings as per your business goal:

Campaign Types:

Search or Display Network or both.

Location Setting:

Where you want to show your ads?

Decide where you want to show you ads. Do you want to show your ads to the entire country or state or city or only 10 miles around your shop?

Mobile bid adjustment:

Make sure your website is mobile-friendly or exclude mobile devices from bidding

Ad Scheduling:

How many days of the week you want to show you ads and at what time of day you want to show your ads.

Ads Rotations:

Select ad rotation as per your campaign objectives. You can choose ads rotations for clicks, conversions etc.

2. Remarketing Campaigns

The common mistake made in remarketing is advertisers often target only the people who visited in the past.

The right approach is to create different lists for products or services. Create different website audience segments to increase conversion rate.

Make sure you’re using good banner ads for remarketing campaigns. Studies have shown banner ads work better than texts ads on display network.

Each network requires different bid pricing and the intent of the user is also different.

3. Automatic Bidding Campaign

If you look from the point of view of an AdWords expert then he will ask you to refrain from using automatic bidding. Many marketers use this feature when they cannot gauge the right bid amount or keywords for their campaign.

It automatically chooses optimal bid considering your set budget and tries to fetch you maximum click. If you have one or more automatic bidding campaign then check if the automatic campaign settings need any change.

4. Location Targeting Set Up

You must also run your ads in locations where your potential customers are.

Many advertisers receive clicks from the wrong location which inevitably ends valuable clicks without generating desired conversion rate.

AdWords allows advertisers to set target location in the settings tab.

At Location options (advanced) you can select
Target people:

  • Searching for, or who show interest in my targeted location.
  • Who show interest in my targeted location or are searching for it.
  • People in my targeted location

5. Ad Group

Each ad group should not have more 10 keywords.

You can also create one keyword per ad group to make them more themed.

Using a negative keyword in each group is essential to avoid traffic overlapping. The theme of the Ad Group and Ad category should be more targeted.

If an ad group has more than 10 keywords, you can break them down and create similar ad groups.

The good thing is they will emphasize on the same topic.

Find out which groups are performing well. Who are bringing more impressions and clicks?

Moreover, make sure you center your budget on them taking your money away from low performers.


6. Check CTR

CTR is a key indicator of how your ad is performing. This metric indicates the ratio between the number of times an ad appears and it is clicked.

While conducting an audit checking CTR is of prime importance. You can check it manually or by using any tool. What you should check is whether the chosen keywords are yielding desired CTR or not.

Your CTR is directly responsible for determining the profit you earn. Closely check the CTR of each ad group and the campaign even of individual ads.

You can also disable the ads or ad groups which are listing low CTR. Your CTR is directly proportional to the quality score.

Increased CTR fuels quality score which in turn reduces CPC. Click To Tweet

7. Device Level Audit

You must also do a device level audit.

You must check how your ad is performing in desktop, mobile, and tablets. Each medium has different types of customer who react differently to ads.

Each medium has different types of customer who react differently to ads.

As mobile has become a rising dominant device, many marketers want their ad to appear in mobiles too. So in AdWords, you can adjust your bid amount for each device separately.

While auditing your responsibly is channelizing your resources towards better performing device.

If a tablet is getting you more CTR and conversion then increase the bid amount for the tablet. You can also do this in Bing Ads and Adwords is also confirmed

You can also do this in Bing Ads and Adwords also confirmed bid adjustment for tablets.

One of the reasons for not performing well in mobile can be website responsiveness.

You can also use Google mobile friendly tool to check your website mobile friendly design.


8. Advertise Extensions

Ad Extensions are critical to the success of an ad campaign. Extensions make ads much more interesting and appealing to the visitor.

Furthermore, these extensions are designed to increase the relevancy of ads.

These also come in aid of increasing the user friendliness of search experience in both Google and Bing. It also helps in tracking the interest of the visitor.

Some useful ad extensions are-

  • Call Extension
  • Site Link
  • Review Extension
  • Callout Extension
  • Location Extension
  • App extension

Check whether extensions are doing anything in bringing more conversion or just eating your money.

If call extensions are in use make sure you have mentioned when the visitors will find assistance over a phone call.

Most of the time advertisers do not mention calling times and many customers get bitter when they get no answer.

You can also set the location where your product and service has ample customer to bring a large amount of conversion.

Extensions generally lauded for their power of increasing click through rate that is they are the crucial aspect of PPC audit.

Ad Extensions are designed to increase the relevancy of ads. Click To Tweet


9. Keyword Grouping

Having keyword right grouping is important for each ad group. It works in aid of improving quality score. Good Quality score reduces ad expense.

Moreover, Grouping keywords in a tight theme help in increasing CTR. Again CTR plays a big role in increasing quality score and reducing the cost of advertising.

Using exact, broad and phrase match should be placed in a right manner. If the account is largely dominated by broad keywords then you must have neatly weaved negative keywords.

Furthermore, you can also use search term report to check keywords effectiveness.


10. Keyword Bids

Keyword bidding process can make or break your entire PPC endeavor.

Are you sure that you have set right bid amount on each keyword by gauging its true potential?

First, decide what is your target in doing PPC?

Do you want to increase the number of clicks you currently receive or want to focus on being profitable?

Moreover, these questions are deciding factor in selecting write keyword bidding strategy for your advertisement.

If you are running on CPA bidding then you must stop all your unprofitable keywords at once. They simply increase your daily budget unnecessarily.

You can also do a test to know how different CPA goals affect your conversion volume differently.

They simply increase your daily budget unnecessarily. Do a test to know how different CPA goals affect your conversion volume differently.

Test to know how different CPA goals affect your conversion volume differently. Click To Tweet


11. Search Term Report

Search Term report is an important tool for checking whether the advertiser is spending on right keywords or not. However, many a time advertisers spend their valuable bucks on keywords which are not 100% relevant.

Search term report looks after-

  • One word broad match Keywords
  • Exact match negative keywords
  • Long Tail Keywords


12. Quality Score

Quality score is that coveted score which every advertiser and PPC expert is chasing.

It is actually a combination of relevancy and CTR of the advertisement.

Also, a poor quality score can shatter your dreams of reaping the hefty profit. To improve this score there is no single way around. Use few key reports to analyze it.

Always save all the details of your account report so that after months of auditing you can check the how many things have improved or worsened.

You can also read more about how to improve quality score in our earlier blog post.


13. Check Daytime Report

AdWords provides reports on different time segment. You can check the data on daily, weekly, monthly, quarterly, yearly and on the hour on the daily basis.

Each set of data reveals a different dimension of your ads performance.

Furthermore, time is a crucial factor in any ads performance.

Monitoring day parting reports, seasonal and historical data allows you to find out the prime time of your product.

You can also discover when customers are more likely to click on your ad and make a purchase. Different products work well on different time slots.

Also, following day time report is a crucial part of PPC audit.


14. Landing Page Checking

After initiating PPC audit, your first and foremost responsibility is checking the landing page.

If your landing page is not relevant to the requirement of your potential customer then it will list high bounce rate.

Hence, the easiest way of checking the effectiveness of your landing is connecting it with Google Analytics or any other relevant tool.

If your landing page is not registering good result then give it an overhaul with improved graphics and relevant copy.


15. Display Network

Display network is a highly potent medium.

Whether you put the ad in display network or not, in both the cases you must enquire how it affects your campaign.

Do you really need it or it actually put any difference in increasing conversion.

Display network campaign requires accuracy of targeting to bring out the result.

Many advertisers forget placement of topic and stress more on the keyword. Therefore, to take advantage of all available options you must you must do custom targeting.

Display Network is a highly potent medium for PPC ad. Click To Tweet


Common mistakes you should avoid during PPC audit

Running after efficiency can be misleading.

Do not get mad to attain overall goal.

Just dig into keyword level data on a regular basis and it will show you big issues which you can resolve with time. Not many check this data regularly.

Do not place your keywords haphazardly. Also, stay calm and do the job with utmost care.

Do not chase the position 1. It may not be good for you. Stay in the ambit of your budget

Do your homework properly. Google keeps suggesting ways improve your account. It is you who has to decide after much weigh and consider which suggestion you need to accept.

Moreover, not using product extensions is just a crime. This is something which can increase CTR manifold. If you have not something suitable for your product then please wait.


Wrapping Up

PPC auditing is like regular health check. We go through health checkup year irrespective of the fact that we are physically well or unwell.

PPC auditing is a similar practice that does an overall check up of you PPC account and shows where problems are persisting. Moreover, Going through PPC audit is essential at least twice a year is essential.

Pradeep Singh

Pradeep has over 6 years of experience in handling large budget PPC accounts. Pradeep has strong ability to explain and suggest recommendation for large budget accounts.

Pradeep is known to deliver high ROI within one month. Pradeep has very good skills in MS Excel for campaign management. Pradeep is Google Adwords, Bing Ads and Google Analytics certified professional.

11 Adwords Success Secrets Every Marketer Should Know

Google Adwords is a great way to drive a high amount of quality traffic to your website or landing page.

It needs a proper accumulation of knowledge on Adwords to manage PPC campaign perfectly. Correct strategic implementation can save your spending.

Google Adwords is a profound online marketing platform that gives your business maximum reach. The other name of driving quality numbers of traffics is generating revenue from the ad.

Google provides numerous tools and possibilities to optimize your campaign.You need to utilize them methodically to generate the desired ROI. You just need to have the proper mindset and perfect strategic theories to maximize your marketing.

It is not about huge structural changes but proper strategies that can generate revenue from your campaign. Here are a few ways to maximize AdWords results.

1. Modify Bids Based on Geographical Performance

The performance of the Adwords campaign can be greatly affected by geographical areas. One of the best ways to check which areas are performing better than the others is by using Locations report at Adwords or Google Analytics.

Always check the preferred locations and only after then set up the Adwords Campaign. You can avoid the less profitable locations and save more funds, which can be utilized to drive traffic from locations that are providing higher profits.

You need to create multiple campaigns depending on the specific locations. Create a specific campaign for a certain location. It will also help you set a daily budget for each campaign.

Google is providing enhanced campaigns, which lets you target a different group of people situated in different cities, metros or countries.

After few periods you will come to know which location is returning great ROI. And on this basis, you have to modify your PPC ad.

If a certain location is unable to generate good CTR, you must decrease bids on that location.

Do not forget to evaluate your geographical bids performance quarterly.

If your business is enclosed in a small location then the Location extension is also fruitful for you.

This is the first step by adding location extension to maximize your Google Adwords marketing.

Geo-targeting bids let you modify your bid based on customer’s location. Click To Tweet

2. Use Remarketing Campaign to Retarget Website Visitors


Remarketing is one of the best ways to target potential customers. It helps you show your ads to people, who have visited your landing page or website in the past but left without filling up the form or purchasing anything.

It is also the way of bringing back the people, who are most likely to purchase your products or services.

Every time these users lookup the internet for products or services related to your ads, your ad will be displayed when they visit third party websites. There are various kinds of remarketing methods you can use on Google Adwords.

These include-

1. Standard Marketing
2. Dynamic Marketing
3. Remarketing for Mobile Apps
4. Remarketing Lists for Search Ads
5. Video Remarketing

You need to analyze the data to develop the strategy. This could help you out to know whom you have to target and how you should design your re-marketing.

The remarketing strategy should be based on-
• Which pages are visited often
• On which products people are showing interests
• Which page cannot accumulate considerable traffic
• Remarketing list sorted out within the Analytics
• Selection of the right audience

Remarketing is a great tool to reach those visitors, who once visited your site before. Click To Tweet

Since remarketing is a great tool in Google Adwords to enhance your profit, do not forget to optimize it.

3. Do A/B Test for Your Ads

To maximize your ad and to have good CTR you must go through split testing your ads. A/B testing is a great option to improve your campaign.

A/B testing is not a new idea in Digital Marketing world. It is all about how strategically you are implementing the results out from the A/B testing.

Going through several testing with various ad variations is worth valuable to the campaign owners. As it helps you identify the flaws and mistakes.

A/B testing tells you how to improve your ad. An improved ad means better CTR. CTR is a key factor in determining the Quality Score, which helps you to maximize your Google AdWords.

Now you must be thinking What is A/B Testing.

This is an easy but effective split testing. A/B testing is a simple approach to your PPC ad. It lets you understand which ad copy is better to maximize your ad.

You have to make two consecutive ad copies for a group in a single campaign. Each ad copy must consist of different establishments from another but should target same term or query.

You must run both of the copies simultaneously to know which one is performing better.

Once you get to know about the better version, pause the poor one and make another ad copy to beat the best performing ad.

Experienced PPC Managers always suggest doing A/B testing to improve CTR. Click To Tweet

Do these Five simple A/B testing to boost your ad

i) Test Headline:

In a search, result headline is shown as a link. You must generate the most compelling headline to invite more quality clicks.

Headline carries the information about what you are going to offer. Keywords must be introduced at this level also.

ii) Body Text:

Body text carries the same idea as the headline does. But Body text elaborates your products descriptions or offers. Test body text by introducing various keywords and texts to know which version is attracting more traffics.

iii) Call to Action in Landing Page:

Test your landing page ‘call to action’ because the traffic is influenced largely by your landing page.

You may bring changes in wording, position, and matter in the ‘call to action’ setup. AB testing will simply tell you the perfect ‘call to action’ structure.

iv) Display URL:

In AdWords Display URL is another important feature through which customer can anticipate your content. It increases the chance of having clicks if your display URL can properly state what you are going to offer.

Ad link borrows the same valuable impact as the ad does itself on the conversions. Whether your link should be landed to a landing page or product page, AB testing will tell you. You may alter the link texts also.

v) Keywords:

A/B testing is the most powerful tool to know which keywords work for your ad. You will come to know which set of keywords or phrases are bringing greater conversions.

Tips to do A/B testing

    • A simple change can make a big difference. You may also introduce drastic changes on the ad copies.
    • You should run a single variable for a certain time
    • Measure your goal to know the best result
    • Always keep testing as you never know the limit of the best

Testing should be run to touch the finishing end. Do not stop testing before it shows the result.


4. Check For Negative Keywords

You bid for productive keywords. However, you should know about those terms close to your keywords for which you do not want your ad to be shown.

Implementing negative keywords is a great way to filter unwanted clicks. It will automatically rule out the searches that are not meant for your products or services.

Negative keywords let you have more control on your campaign. It helps in so many ways-

  • Stops driving unqualified traffic
  • Helps to improve CTR
  • You can improve your campaign performance by increasing quality bids
  • It will increase Quality Score, which helps to maximize your campaign

Google Adwords provides you with a search term report. You can check search term report on Adwords.

This report enables you to check the various terms used for which the ad was displayed. This is one of the best ways to check for negative keywords that need to be used.

You can build a strong list of negative keywords and enhance the ad campaign further. This is also a great way to save on the money spent on irrelevant terms.

Negative keywords increase CTR and bring more relevant traffic. Click To Tweet

5. Evaluate Keywords Based on Bounce Rate And Page Views

The keywords you use need to be evaluated correctly. Regularly check the conversion rate of your keywords for each campaign. This helps you figure out which keywords are performing well and which ones need to be taken off.

Reviewing the bounce rate lets you evaluate your keywords technically.

Understand Bounce Rate

According to Google Analytic when a visitor comes to your page, spends a few moments and leaves immediately or without going to other pages it means the visit bounces.

If your ad bounce rate is 20% or less, your campaign is doing the excellent performance. To experience up to 60% bounce rate is common in PPC ad but it needs to be improved.

But if your data tells that the bounce rate is more than 70% then you have to look for improvement immediately.

Bounce Rate = Total Number of Visitors made only one hit/ Total hits on the Page

The user behavior is often determined by the keywords you choose for your landing page and ad body text. If they both differ from each other user feels confused. It may lower their interest also.

Identify the productive keywords by testing your bounce rate also. Try to introduce engaging keywords for the landing page.

If your ad bounce rate is 30% or less, your campaign is doing an excellent performance. Click To Tweet

Page Views- important to assess the keywords

Page views can be considered as productive impressions. Usually, a visitor comes to your page and roams around few more pages. Generally, the visitor visits 2 or 3 more pages.

Each individual page the visitor visits is considered as page views.

As a campaign owner, you always focus on the revenue you gain; you must alter your keywords implementation on the basis of page views.

The more users roam around your pages the more they likely to make revenue for you.

Try to introduce keywords that can make the pages more engaging.

Engaging keywords will reduce your bounce rate and will help to maximize your ad by reflecting great conversions.

Bounce rates tell about the nonengaged visitors. Bounce rate is the percentage of bounces your landing page faces.


6. Don’t Use Mobile Apps


One major mistake most people make while using Google Adwords is not excluding mobile apps from the display targeting.

Google displays ads on mobile apps by default unless you take off this option.

It not only invites lots of unwanted traffics but also reduces overall campaign performance and affects the CTR badly.

Run Placement Exclusion and block unwanted clicks. If you have a strict budget then you must not opt for mobile apps.

The main rule of maximizing Google AdWords is to eliminate the unqualified clicks and to maximize the conversions.

Improper Display Network Traffic placement causes huge portion of the budget being to get wasted. Click To Tweet

Google Display Network demands diversified approach in order to run successful PPC Campaign.

According to a study, most clicks on mobile app ads are by accident or the ‘Fat Finger’. While these clicks will cost you money, you will not benefit from them in any manner.

You can exclude mobile apps by excluding adsenseformobileapps.com at placement.


7. Link Google Analytics to your AdWords

Linking Google Analytics to AdWords solves the mystery of what happens in between the clicks and conversions.

It elaborates the activities of visitors if they are enhancing leads, emerging sales or just e-mail sign ups. The analytic reports help you modify your campaign accordingly.

Google Analytics provides a standard report about your account performance. This report on different parameters lets you bring strategic changes to your campaign.

Google Analytic actually helps you refine and improve your campaign structure.

Google Analytics helps you identify irrelevant traffic. And thus it indirectly helps you utilize your budget more efficiently.

While using Google Analytics for your remarketing campaign, take out the list of people who visited your website or landing page for less than a minute.

If you want to filter it, even more, target only the ones that stayed for a long time and visited multiple pages.

How Analytics help you-

  • Reflects Keywords Performance
  • Draws Campaign Performance
  • Chalks out the real revenue
  • Lets you have clear idea of e-commerce transaction
  • It imports metrics like, new visits, bounce rate and spending time on site
  • It makes you strengthen the remarketing strategy
  • You can establish a quality customer base


8. Know Utilization of Auction Insights

The auction insights report that Google Adwords offers is available for the entire campaign, the ad group, and the keywords.

Not only this report helps you compare results, it also helps you see the top competitors, who are using similar ad campaigns. It helps you see which campaign shows up first and thus enables you to choose your bid amount accordingly.

This tool also helps you manage your budget. You can figure out keywords which are in high competition and thus you can avoid using them.

In this high competitive market most of the times, your competitors determine your campaign performance. So, you have to be a step forward.

Google Analytics is an amazing tool to compare your running campaign performance with your competitors. Google offers the Action Insights on ad group, keywords or campaign level.

Auction Insight tells about-

  • Average Position
  • Impression Share
  • Overlap Rate
  • Top of Page Rate
  • Position above Rate
  • Display URL Domain

This powerful tool tells you how your campaign is performing comparing to other advertisers.

You must use this intelligence to maximize your ad performance in term of reconstructing strategy and developing the components.

View your auction insight reports regularly on all the parts of your account to analyze.

The reports tell you how the campaign performs better than the other advertisers with every change that you introduce.

You have to remember that the insights tell only about advertisers on the same auction.

How you can Utilize Auction Insights-

  • Set of Keywords:

Include a set of keywords of a group or a group of keywords that have the same term to the test. The auction insight will tell how those keywords are performing on that term comparing to your top competitors.

  • Single or Multiple Campaigns:

Run the tool for campaign level to get a report on the extensive range. It gives a broad picture about your competitors. Multiple Campaigns insights clear the picture of competition on the higher level.

  • Single or Multiple Ad Groups:

Run the auction insight on the group to know about the performance of the eligible keywords. This will give a picture of how your keywords in the certain group perform in comparison to the advertisers, who compete with you on the same term.

9. Split Test Bidding Strategies

Your bidding strategy plays an important role in the success of your ad campaign. Different bidding strategies can cause in different results. There are various options available for bidding.

These include

  • Manual Bidding
  • Cost Per Acquisition Bidding
  • Manual Bidding With Enhanced Cost Per Click

Once you’ve figured out what works for you on a specific ad campaign you can safely use it. However, continue the split test for every new ad campaign you start.

Always opt for Split Test to know which bidding strategy works for you the best. Click To Tweet

In PPC ad you never know which strategy reflects good results. You should not be afraid to run a test using different strategies. As one strategy clicks for a moment you should opt for another as your business progresses.

There are primarily three bidding strategies to boost your ad-

CPA Bidding Strategy:

This bidding strategy asks the visitors direct to take a call to action. It is mainly conversion focused.

CPC Bidding Strategy:

It is the most effective bidding strategy to direct traffics to your website.

CPM Bidding Strategy:

This strategy is usually implemented to make brand awareness. It ensures the maximum impressions.

As you do not know which strategy is suitable for your campaign, you have to split test on the basis of above-said strategies. If needed you may run bidding in the combination of those three.


10. Customize Call To Action For Mobile Users


In this era of smartphones, you cannot escape from the mass of mobile phone users. You must make your ad as many users friendly as possible and make people reach you on the easiest way.

Most of us forget that the primary use of a mobile phone is to make calls. Mobile ad visitors always prefer to call the advertiser and thus your mobile call to action should always have a call now option.

The conversions for a ‘call now ‘ call-to-action button has proved to be more successful in comparison to a ‘click here’ or a ‘contact us’.

‘Call now’ option makes the visitor contact you directly instead of visiting your landing page. It ensures driving only the quality clicks.

If you want to implement both ‘clicks to call’ and ‘clicks to visit site’, add call extensions to your campaign. This customization enables you to attract only the interested people. You will also be able to improve your CTR this way.

This is an essential feature if you are not having the responsive website or mobile website. This tricky call extension makes you convert the mobile traffic.

You will still have to pay the CPC cost for the call the user make but you are in direct contact with the customer.


11. You Should Scrutinize Landing Page Optimization

All the ad campaign traffic will be driven to the landing page. Your landing page needs to be optimized in right way. Your landing page determines whether or not a potential customer will be converted into a lead or sale.

While most people try to do too much with the landing page, here are some easy tips that will help you optimize your landing page for your benefit.

#1 – Relevant Title:

This is obvious, but there are a few brave souls who like to confuse customers by using titles that don’t match the ad campaign. This will result in complete failure, so stick to catchy titles that are relevant to the ad.

#2 – Call To Action:

Yes, you need to serve your customers on a plate. So a call to action is necessary.

Once they are on your landing page, all you want is to convert them into a lead. In order to do that you need to have a strong call to action which is visible on the page.

#3 – Trust Signals:

Ensure the information customers provide will be kept confidential (And keep your promise). If you’ve got an online payment gateway, provide customers with a link to the terms for that payment gateway.

#4 – Catchy Content:

The content on your landing page is just as important as the title. It won’t take long for a customer to browse a few lines on the landing page and this will determine whether or not they are interested in staying further.

So keep the content interesting, relevant and precise.

Always test your landing page and confirm it works well on all browser types. Check the ones designed for mobile devices too. Some landing page designs might not load correctly on mobile devices and this means you could lose leads.


Your job is not done until your ad generates revenue, which is the main purpose of marketing.

Therefore, it is completely wrong to just set up a campaign and leave it for a self-run. It is a continual process to generate conversions by implementing newer strategies.

To maximize the ROI you have to maximize your Google AdWords.

You must think different, should be analytic and must awaken your creative mind to take the best out of the tips. You may utilize all of the tips in combination or individually.

Try to maximize your AdWords by improving each segment in the interface.

Now as you know all the secrets to maximizing your campaign, you are at the thresh hold to solve the mystery of bidding, budgeting and enhance the ROI.

Hopefully, this article has delivered enough to increase your confidence level and was helpful to clarify your doubts.

Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

Latest posts by Dinesh Thakur (see all)

customer match rlsa

Learn Why And How To Use Customer Match And RLSA in AdWords

Google AdWords has recently launched a new ad targeting option, Customer Match (CM).

This new feature enables marketers to include user email addresses in their Adwords audience list.

If you have email address database then this is a powerful tool for online marketing.

Customer Match lets you have better targeting through several sponsored promotions. CM displays specific ads to users, who are logged in Google Search, Youtube, and Gmail.

CM is a completely new feature in Google Adwords. Some marketers call it an advanced feature of RLSA (Remarketing Lists for Search Ads).

Though the functionalities of customer match may remind us about RLSA, they are as similar as well as different from each other.

Before continuing discussions on their similarities and differences let’s take a look at what they are and how they work.

What is Customer Match

Customer Match is a fresh Google Adwords feature. New CM option allows us to use our email database to target a specific audience.

Marketers have to upload the list of emails manually or using API to AdWords. Ads will be displayed if the email lists match Google sign in the mail.

In order to create CM, you need to go to Shared Library and click on Remarketing List and then select Customer emails. And then simply follow the instructions.


email List

email list

Customer Match is more efficient because you create your ad copy on the basis of your data. Creating ad copy as per CM is really powerful than creating ad copy on the basis of visitors behavior.

It helps to increase anonymity for users and advertisers.

How Customer Match Works

CM works the same way as remarketing list. It lets user come back to your company page. Customer Match does not depend on cookies and therefore you can target users across multiple devices.

As you are using your own database, this method gives you more control over ad display.

You can create different ad copies for different users. Customer Match allows you to target your audience using several factors-

  • User’s Purchase History
  • Purchasing trends
  • Users Demographics
  • Excluding Current users

More you segment your email database more your ad will be relevant to the specific audience.

Customer Match lets you target a specific audience with the specific ad and with the right message. It means you are always there to reach right people. This method is an effective way of interest targeting.

As you target the right audience, chances of conversions are higher here.

To work with Customer Match you must have a list of email addresses. This is the primary ingredient of using CM.

Adwords will match your list with any Google email login that shares the same email address with your list. After the match done Google will discard the data.

If you are using MailChimp then it will be easier to export the list. Otherwise, your list must be in CSV format.

By using your own database, Customer match gives you the option to create custom ads for users. Click To Tweet


How Customer Match Helps

CM is really a powerful element to target your audience effectively. It helps you increase conversions on several ways-

Brings back customers:

Using this method you can target customers, who have once purchased from you. If your products or services are needed to have in a recurring manner then you must use this method to reach on the right time.

Converts the leads:

If you have led through your website then you are already having a potential customer database. As they already have shown interests, using CM may increase the rate of conversions from leads. You can go to them with your new products or services.

Excludes existing customers:

When you need to target new customers without spending on existing customers, CM lets you exclude existing customer list.

Displays similar offers:

A group of people, who like to purchase certain deals or want to take specific offers, you can reach them periodically using CM.

Improves cross sell:

CM helps to expand your business targeting existing customers. You can show them ads containing complementary or related products.

Lets you find similar customers:

CM is a powerful tool to find lookalike customers. These lookalike customers are determined by common search behavior, browsing behavior or other contextual behavior.

Makes PPC ads more personal:

CM lets you personalize your ads in your way. With your email database, you can do a lot by segmentation. This segmentation can help you experiment with key-phrases, bids level, and creativity.

CM lets you personalize your ads in your way. With your email database, you can do a lot by segmentation. This segmentation can help you experiment with key-phrases, bids level, and creativity.

You can create specific ads to make the audience feel more personal.

Displays ads across devices:

When you use CM your ad will be displayed before the signed-in users across devices. It means you do not have to create separate ads for separate devices.


What is Remarketing Lists for Search Ads (RLSA)


RLSA is actually a remarketing strategy within AdWords. RLSA allows you to display your ad to the users, who have visited your page once or viewed similar pages.

This is remarketing strategy to retarget audiences who have shown or who are having an interest in your products or services. Along with targeting your previous visitors, RLSA also targets people, who are conducting the similar search on Google.

This way you can create the specific ad to target a specific audience. Using RLSA increases chances of improved conversions.

How RLSA Works

RLSA lets you reach website visitors on Google search with a text ad. People who are familiar with your website are more likely to convert so it’s a good idea to retarget them on Google search.

RLSA is different PPC marketing strategy from traditional PPC display remarketing.

RLSA helps advertisers to reach target people in SRP through the ad text, which is based on

  • Using cookies to identify people, who have visited advertisers’ sites
  • Search Keywords bid on

On the reverse, you can work with RLSA in two ways-

  • If some users are already in your remarketing list, you can set up your search ad groups only target those listed users.
  • You can make bid adjustment to trigger people, who are using your bid keywords.

You should use RLSA to tailor your campaigns for triggering more qualified traffic. As your target is based on specific interest, it will more likely to convert. RLSA works to give you improved conversion rate.

RLSA Strategy-Customize Ads texts, adjust bids & broaden your keywords. Click To Tweet

How RLSA Helps


RLSA is a great tool to target those potential people, who once have been to your website. You can come up with effective strategies to target your website earlier visitors.

There are several ways that RLSA helps to make more conversions out of your PPC campaigns-

Bring back old customers:

RLSA is a complete remarketing strategy.Using this great tool you will be able to display your ads again before your old customers. It helps them to get back to your site again.

Bid on generic terms for most qualified users:

Most of the marketers avoid bidding on generic terms because they are not only expensive but also sometimes cannot generate good conversions.

With RLSA you can bid on generic keywords because here you target only qualified audience- only those people, who visited your website before. You can reduce ad spend.

Create Cross Sell:

There may be lots of products for which you cannot spend on the ad. As the profit level is low, so you do not run a campaign from them. But RLSA helps you target people, who have purchased from your site before.

You can influence those people, who have purchased from you to sell those products.

Exclude Ad Spend for Old Users:

If conversions have already been done by certain users, you should not spend on the same ad to attract them. Using RLSA you can exclude converted users to save on ad spend.

On Average clicks from RLSA get 2x higher CTR, 50% lower CPC and 2x higher conversion rate. Click To Tweet

Now, you can proceed to understand Similarities and Dissimilarities between these two Marketing Strategies.


Similarities and Differences Between Customer Match and RLSA

AdWords-Customer Match and RLSA

After going through what they are and how they work, you may think CM and RLSA is an advanced version of RLSA. No, they both are remarketing strategy and work largely similar way but they are not same.

Here, we will see how they are different from each other and how both are same-

RLSA and CM List Creation

List Creation process makes the major difference between CM and RLSA. Though the list creation for both strategies is to achieve the same goal but the techniques of creation are different.

Setting up the audience for RLSA is much different from how you set up for CM.

RLSA is completely based on the users, who have visited your site. Therefore you need to tell Google who have been at your website and how they interacted with your site.

Let Google track visitors and their behaviors on your website after users leave. Add Google Remarketing Tag to your site pages, which you like to be tracked. You can also use Google Analytic Tag.

Create RLSA audience list in Adwords through the active tags. You can create the list on the basis of visitors’ interactions on your site.

In CM list creations you have to depend on Email database that you have collected. Using API or manually you have to upload the Email list in Adwords Library.

Therefore, for RLSA you have to use Remarketing Tag and for CM you must have an email list in order to target qualified users.


How CM and RLSA Target Audience

For both of the remarketing strategies, advertisers have to make list with at least 1000 users. It helps Google to identify with a certain end goal, which is going to be employed.

Through CM you can target sleeping users, who might not have shown any activities on your website. CM lets you upload all the firsthand email addresses. You should not bother about whether they interacted with your site or not.

You can make email list on the basis of user’s purchase history, onsite behavior and other activities. It is not that the users enlisted in your CM list must have recent activities on your site.

On the other hand, for RLSA target users must have shown activities in last 180 days. For RSLA targeting is focused on users’ page visit and their actions are taken on your site.

Therefore, in RLSA users must have shown engagement at your site in recent history.

You may face some overlapping between CM lists and RLSA lists because you cannot exclude one user from other within the audience created.

To avoid overlapping, you can use CM as ‘target exclusions list’ to targeting through RLSA. Click To Tweet

Same way you can use RLSA list to exclude users from CM targeting.


How Both Deal With Audience Size

AdWords Audience Size

When you compare audience size, RLSA is more potential in gaining larger audience volume than CM can get.

Practically a site faces much more visitors than you can accumulate numbers of email addresses.

You may prepare a larger list of email addresses for CM by long time involvement in data collection. But finally, it depends on Google, how many of them can be identified as users in search.

RLSA obtains user list on the basis of recent activities. On the contrary, for CM email list user might have shown interests many years back.

However, in reality, conversions do not depend on the volume of audience size. Different users have different onsite behaviors, interests and search patterns. Larger audience list does not always mean to gain larger traffics or great conversions.

It has been seen that RLSA successfully drives more traffic than CM can.

But, RLSA and CM increase the opportunity of improved conversions than the average searchers. Therefore you must use both strategies to get maximum numbers of conversions.

RLSA and CM are great options for the brand campaign. Previously interacted users can be attracted. Click To Tweet

Their Behavior on A/B testing

In A/B testing CM shows good impact in targeting audience. You can make an easy division with your email list to control groups while testing.

On the other hand, RLSA list is depending on users behavior on your site. Therefore, creating divisions and run A/B testing is little much complicated. Divisions depend on several actions taken by users.

Excluding and including users or creating different sections with emails is easier while running test. You will find in RLSA a complicated process to control groups.

Testing is very much important to accumulate the best options of the ad. Through quality test and control groups, you will be able to know how you should implement changes in ad copy or in other ad ingredients. CM lets you gain it easily.

If you have collected email addresses on the basis of their past interaction, by running A/B testing you can know which ad group is gaining more conversions. And you can do this process without PPC search advertising.


RSLA and CM may be different from each other but both of them help you get better results from Adwords. They are having their individual importance.

RSLA and CM are great remarketing techniques within AdWords. They let you come up with better elements to target audiences, who have past record of interactions with your brand.

No strategy can give result without proper implementation. Therefore you need to run testing in order to know how and why you can use them better.

Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

Latest posts by Dinesh Thakur (see all)

15 Proven Ways to Optimise Adwords Campaigns For Better Results

As a campaign manager, you must have come to know that Adwords campaigns need a special care to show effective results.

Although it is not that AdWords will work for you itself but you have to make them efficient. To keep the campaign on successive pace the first thing you have to do is to optimize it.

Well, that is not so tough.You should be tricky and must be open minded to inherit new ideas. However, there are some simple strategies, which can boost your campaign that you have never sighted before.

Most of us often make the mistake of leaving Google Adwords campaigns to self-run after creating them. This method might be easy, but it won’t help you fetch good ROI out of the Adwords campaigns.

Moreover, Optimization is key to run a successful Adwords campaign. There is a lot more, which is involved in creating ads, adding keywords and launching a campaign.

Are you messing yourself up finding how to make your ad appear on the top of the search page? Are you more greedy to attract more potential clicks?

Here’re 15 tips that can help you get most from AdWords campaigns-

1) Is Your Quality Score Good Enough?

Google Adwords assigns a quality score for each keyword of your ad campaign. Probably you know that Google assigns 1-10 Quality score value for keywords.

A Higher value of quality score indicates the better health of keywords.

Therefore, Quality Score is important as it determines your keywords ad rank and helps you save money. The general formula for keywords rank is

Ad Rank= Bid x Quality Score

Higher will be quality score lesser you need to pay for CPC Click To Tweet

There are few important factors, which determine the quality score of a keyword. The main components of the quality score are keywords, ad relevance, CTR and landing page experience.

Let’s understand what exactly these factors are-

1. CTR (Click through rate)

It tells how many clicks you get when people see your ad each time.

2. Keywords and Ad relevance

These mean your keywords and ads should be relevant to each other.

3. Landing page experience

Google check few things to determine landing page value

4. Landing page loading time

Your landing page should be fast to upload on all browsers and devices

5. Content Relevancy

Your landing page content should be relevant to your keywords and ad texts.
For example, if you have keywords related to plumber services then your landing page should tell about what kind of plumber services you provide to customers.

6. Device Compatibility-

Your landing page should be compatible with mobile, tablets, PCs and laptop. People can browse and read the content of landing page very easily.

2) Concentrate on Sitelinks Extensions to Get Better Ad Performance

Do not take the site links as natural search results but they are extensions. You must have thought to show value to your potential customers before they make the clicks. Google Adwords Extensions enable you to show some additional links just below your ad texts.

Moreover, these extensions have a strong impact on the user’s psychology. The provided additional links force people more likely to click on your ad.

You will come to know that the site links extensions can be considered to be the basic needs to set up your ad text. You are also lucky and intelligent enough for converting this option into a marketing strategy.

Why should you consider yourself among the regular advertisers! When you will use Sitelinks Extensions strategically to optimize the ad, you will be counted among the efficient PPC managers.

Let’s check the strong benefits that the Additional Site Links offer-

  • You enjoy the opportunity to furnish and highlight some of your company features and categories
  • Having the chance to elaborate the offers of your company
  • Ancillary options to construct additional real estate
  • You can specify some certain products to attract more attentions

Adding Sitelinks boosts the average CTR of an ad by 20-30% Click To Tweet

The PPC experts accept this fact that using Sitelink extension is an important part of AdWords campaign. If your ad is acquiring the top position on the search page, then using site links extensions delivers excellent result. Google claims that it can boost the CTR by 30%.

furthermore, it is not really a smart thinking just to increase CTR. The good business is to turn the increasing CTR into improving the extra conversions. The effective Sitelinks Extensions strategy technically lifts the conversion rates also.

Show your creativity in building additional site links to get good quality score Click To Tweet

Many clients ask us how many site links should be there! Now, you have to take this at the point of view of a viewer.

We have seen that the campaign owner should use minimum 4-active site links for desktop and mobile device respectively.

Therefore, do not go to elaborate message through these links and try to keep the site links characters count as shorter as possible. We found that shorter links work effectively.

Try to bind them within 20 characters for Desktop and 15 characters for mobile to get effective results.

‘Sitelinks Extensions’ are powerful tools to optimize your ad campaign. People will be more likely to click on your ad. It is proven strategy, which invites more productive clicks along with helping your ad crawling to the top.

3) Google Remarketing- a Dynamic Strategy to Boost Your Campaign

Smart way of getting ROI from a business is marketing. The more your marketing strategy runs effectively the more your customer base increases.

A successful marketing idea is always constructed on some strong pillars of techniques. And Remarketing is one of those powerful norms that feed the success of a marketing idea.

Hence, we advise clients to grab the opportunity of re-marketing strategy offered by Google to optimize your campaign.

Moreover, do not think that customer will come to you generically; rather, you have to go to the door of an interested customer. Always keep displaying your options before the visitors, who have once visited your website.

Remarketing enables you to re-target the clients to run a successful ad campaign. However, before jumping into this strategy you must assign your suitable objectives. These objectives must meet customer expectations.

Remarketing is not meant to generate a huge load of clicks and not to drive a ton of traffics. It tactfully strengthens the company brand name before the people, who already visited the site.

Remarketing is also a direct interaction with the visitors and it influences them to visit your page again. It predominantly improves the conversion rates.

Do not identify Remarketing with PPC ads. Sometimes clients’ aspirations go higher and they expect the remarketing should invite more clicks just as the PPC ad does. We make them understand that Remarketing is completely different from the PPC ads.

As an efficient PPC manager, you have to take these five points in mind to run successful Remarketing Strategy-

  • Audit periodically the Remarketing Lists
  • Boost the performance of Remarketing by choosing perfect Ad Type (always image type is very much effective)
  • Increase the Frequency and Duration period of displaying your ads
  • Identify the expectation to select the target audience.
  • Constantly refine the targeting to get more quality clicks

The main purpose behind running Remarketing is to force invite the productive clicks from those people, who has interests in your service or products. Targeting these people will help you to improve conversions.

4) Set Up Bid Adjustment Systematically

There are different bid level adjustments you need to understand for better campaign management. These include mobile, location and scheduling bid management.

#Locations Bid Adjustment

Location bid adjustment allows you to set bid adjustment on based on locations.

You can set location bid adjustment as per location performance.

For example, you are running your campaign for entire Australia and you find you are getting maximum leads from Sydney. In the same way, you find you are getting almost no leads from Perth location.

By using this data you can set a bid adjustment for locations. You can spend more on those locations, where you are getting results and vice versa.

Bid Adjustment does not only helps you to save money but also assists in generating more leads Click To Tweet

#Mobile Device Bid Adjustment

Mobile device bid adjustment gives you control on mobile bids. If your website is not mobile friendly then you can reduce your mobile bid for around 90-100%.

In the same way, if you’re getting good sales and leads from mobile devices you can increase your mobile bid.

Therefore, based on the performance you can make mobile bid adjustment for your campaign.

#Bid Adjustment Based On Time

Google Adwords allows you to set bid as per day and time. You can increase bid for your AdWords campaigns on any given day at any given time.

Bid as per time

If you find that you get maximum inquiries or sales on Monday at morning time then you can increase your bid on Monday in between 9-11 am to get maximum sales.

Once you have a fair idea about the timing, you can select the time and ensure your ad will get maximum exposure during that time.

5) Avoid Ads Below The Fold

In display network, If your ads go below the fold they could be a waste of money. The level of impressions and CTR are usually lower for ads that go below the fold.

Ads below the fold don’t work on all systems. People use various devices to access the internet and various browser types. Ads below the fold don’t always work on all the browsers and thus it’s best to avoid them.

This is true that people are most likely to click on the results that appear on top of front page. Appearing your ad after scrolling down the page cannot have much impact to draw people’s attention.

Below the fold ad cannot get much exposure to invite clicks. Click To Tweet

It is true that in CPC you only pay when the visitors click on your ad. If your ad does not appear in front of them on first go then a number of possible clicks drop. Therefore, when the number of clicks drops you are usually going to pay less.

You should not be so happy for this lesser payment because at this point if you look at your CTR, it is dropping drastically.

The continue impressions of the below the fold ad affect the CTR by 30%.

6) Is Your Landing Page Mobile Friendly to Catch More Quality Clicks

Smartphones are the needs of the day. If you want to increase your revenue then you need to make sure your website is mobile-friendly. Also, try to show your ads on mobile devices for more traffic.

The success of ad campaign is standing on the user experience. It is all about online advertising, so you need to opt for the most basic things of the people you want to reach.

The fundamental theory PPC ad is to reach most of the people to generate maximum quality clicks.

It is not possible that people always sit in front of laptops or desktops for web search. But the smart devices enable them to get the result on the go.

Therefore put your ad words into their pocket and be with them whenever they need to enter into the web world.

Comfortable user experience

To gain more conversion rate you have to provide the more comfortable user experience. Your linked pages and landing page must be the web responsive so that user can browse your pages through their smart gadgets like tabs and smartphones.

From early 2013 Google was offering separate AdWords campaigns for mobile devices. But a year later the option was banned.

If your web is having a responsive layout, the user can go through your products or services without inducing much effort from mobile devices. However, we advise our clients to target all kind of desktop, mobile and tablets users through AdWords campaigns.

Google currently does not allow device-specific AdWords campaigns. Therefore you are not able to create device specific campaign but you need to modify your tricks to reach multiple devices.

Your ad structure and bidding strategy must be modified in order to target all kind of people.

Our customer base experience elaborates that the user behaviors differ when the devices turn from wide screens to small screens.

Though for eCommerce sites, users find it very flexible to put items in a cart through desktop than mobile but sometimes responsive web layout cause great quality traffic.

Get responsive web design to attract more profitable clicks. Click To Tweet

One more important thing- if you are not having mobile friendly layout then you can think alternatively by designing another URL for mobile users. This can drive the mobile users to a different page than the desktop.

7) Placements Exclusion is Must

PPC Exclussion

Always keep an eye on the placements. Add all those websites to exclusions, which don’t give you results.
 At site category options you can exclude categories, where you don’t want to show ads.

No matter how good your ads are and how good you are in campaign settings- the basis of the optimization depends on the placements of your ad campaign. Good theory on placement exclusion can exhibit optimal result.

In your display network, you must run the “Placement Exclusion’. Along with Placement exclusion lists your campaign exposure will be more controllable and this way you take a further step to optimize your PPC ad.

Place your ads only on the contextual, interest or demographic basis to make it more relevant to the target audience. You must have witnessed that some optimization techniques actually killed the performances.

Take some moment to adjust your placement exclusion and soon you will come to observe that this necessary step is improving the optimization actually.

The relevancy of your ad placements enhances the overall performance Click To Tweet

In primary level just after the campaign goes live, check your account to know which domains are eating more impressions and clicks. Sort out those domains that are unable to give good conversions.

Without wasting time exclude those domains. It might be your ad is actually targeting wrong audience base. But remember it is the initial step.

You should not be in hurry to commit placement Exclusion. Always wait for the longer period result (30 days).

It may be possible that unconsciously in hurry you have excluded the better placement domain. Do not judge your placement in short time frame.

8) Exclude Parked Domains and Error Pages


Display campaigns that include error pages or parked domains can’t generate any leads and thus these ads don’t work. The visitors find no valuable content on the landing page.

If the visitor finds nothing on the linked page then the level of interests drops. In this way, you actually lower the conversion rate.

Along with avoiding link Parked Domain or Error pages, you must also be sure that your ads must not be shown on these category pages.

According to Google Adwords policy, the parked domain is the part of either Display Network. People visit the page accidentally and it offers no viable experience.

You should be sure at the very beginning of the Campaign to protect against the click frauds. Click To Tweet

Sometimes, leads from those pages can give great CTR but fail to generate quality conversions. Actually Parked Domains and Error pages cannot get quality traffic.

Now, you should concentrate to block parked domains to ensure your ROI and conversion rates. Excluding the pages that do not have relevant content or no content is your prime responsibility during the campaign construction.

9) Keyword Match Types Always Work for You

keywords match

It is Keywords that do the magic. Your job is not done only with picking out the right keywords. Select the perfect ‘Match Types’ for your keywords to make it perform best.

You can use 4 types of ‘Match Type’ variations-

i) Broad Match:

Like the name suggests, this match type considers all variants of the typed search content. It doesn’t stay specific and could include words, which are not spelled right, plural forms and stemming.

ii) Phrase Match:

This type allows users to show ads only when people search keywords in a certain phrase. It could include words before or after the phrase, but the keywords need to be together for it to show up.

iii) Exact Match:

This match type shows ads only if people search for an exact keyword. It sometimes allows a very small variation; for example, if your phrase is ‘small dog’ it could pull up results such as ‘a small dog’ or ‘small dogs’.

iv) Broad Modifier Match:

These match types show ads if certain keywords appear in the search term. Unlike phrase match, we don’t need to have keywords in same order. This match type fills the gap between broad and phrase match.

All these variations are useful in one way or the other. You just need to understand each type and choose the right one for your campaign.

10) Test and Split Ads- Select perfect alternatives

Split and test

As an ad owner, you always expect your PPC ad to be stand out from others. No, there is no single formula to achieve this. It is also really hard to know the initial response of the market towards your ads.

We are not letting you down but we are giving you some ideas to enhance your ad performance. Split testing is the important but critical formula to take steps forward for optimization.

CTR is the ultimate goal because finally, it determines the quality score. Test and Split Ads to know the perfect structure to get great conversions.

For overall optimization, A/B Split testing can do better. A/B is a hypothesis testing form, which works with two variants A and B. This technique is not only fruitful for optimization but also for ads validation at the initial stage.

Testing the performance of various ads alternatives will help you get a better idea. Click To Tweet

Testing the performance of various ads alternatives will help you get a better idea of the ones that perform better. There’s a lot you can experiment from including the call to action, new offers, images, color schemes and promotions.

You can go through these two basic experiments-

Ad Copy

Try to implement a different call to actions along with different headlines and messages. Do not hesitate to insert dynamic keywords

Landing Page

You can work with a different layout for landing pages. You cannot know which one will perform better.

Don’t change too many things at one time. Try out one or two different things on each ad. Rotate the ads indefinitely and later check the data collected to analyze which ads did better than the others.

11) Be careful about Landing Page Optimization

Your ad campaign may get the top position in a search result or may invite lots of clicks but without an effective landing page, all is complete wastage.

You need to convert visitors into potential clients as soon as they visit the landing page.

Always ensure your landing page has these three things to increase conversion rates-

i) Testimonials

These help convincing customers that your product or service is good.

ii) Strong Call-to-Action

Instead of using multiple ‘call to action’ phrases on your landing page, use one and make sure it’s a strong one.

iii) Strong Headline

A reader decides whether to stay or left a page within seconds of their arrival. A strong headline is an essential part of a landing page since this headline helps in generating interest and convinces users to stay on the page for a longer time.

The landing page must be appealing and cryptically informative. Click To Tweet

It is evident that in B2B businesses landing page is the instrumental behind accumulating 68% conversion. If you can provide quality landing page you will be able to increase the customer acquisition by 55%.

12) Set Up Conversion Tracking

Conversion tracking is a great way to keep track on the leads or prospective leads your campaign generates.

Although this might not help directly in converting leads; it helps you track down interested customers to try converting them into clients.

This is no doubt a powerful tool to calculate the overall performance of your ad campaign. It enables you to identify whether your campaign is generating leads for the business key factors or not.

Because the only determining metric is conversions, you must track it periodically.

From the very beginning of constructing your campaign, you should set up conversion tracking. If you have basic knowledge of HTML, then it is enough to generate the code in Adwords and paste it on your page.

There are three types of conversions- Webpage, App Download and Call on-site. Web page conversion is the most accurate and profitable conversion type.

The last is to analyze the conversion data because it will give you the complete frame of the ROI. You should analyze the data with the search funnel for advanced analysis.

13) Understand the importance of monitoring the Impressions Shares

Once you’ve successfully launched an ad campaign, it’s important to monitor it. ‘Impression shares’ help you understand the impact of your campaign and assists you to improve it.

An impression share is essential and although most AdWords campaigns will have impression shares above 70%, some of them might not have the mark. So monitor and keep a watch for the lost impression shares for all your AdWords campaigns.

70% of impression shares is the ideal mark for a successful ad campaign. Click To Tweet

The simple way of calculating your impression share is to divide the total number of quarries by a total number of your ad’s appearances.

impression share 2

You must keep a close eye to the lost impressions. The impression share gets badly affected by the poor budget and thus it can drop your campaign performance.

If your daily budget is too low then you can lose impressions and this way you will miss out valuable clicks. Impression loss causes bad results for the conversions.

There are three types of Impressions lost-

i) Search Lost Impression Share:

It is the percentage of not displaying the ad due to insufficient budget

ii) Search Lost Due for Lower Rank:

It tells the percentage of your ad not appearing due to lower ad rank

iii) Display Lost for Budget:

It is the percentage of not displaying the ad on Display Network due to insufficient budget

iv) Display Lost for Poor Rank:

The poor rank of your ad can cause not displaying the ad on Display Network

Now you understand what the Impression share is and how you save the Impression Shares from being lost. Protect those impression shares and convert it to generate quality conversions.

14) Negative Keywords may help you out

Negative keywords might sound like something you should avoid. However, the truth is that using these keywords can help you reach customers, who are most interested in your services or products.

Negative keywords save your clicks from being wasted.

Get more control over your keywords by implementing suitable negative keywords. Click To Tweet

Negative Keywords can optimize your ad by including valuable clicks in three ways-

• Saves budget by excluding the phrases or words that cannot generate ROI

• Helps the ad to appear only before those people, who is relevantly interested in your products or services

• Protects your ads from those clicks that are not meant for your products or services.

Negative keywords help you display your advertisement only to people interested in the services or products you have to offer.

It also increases the CTR for your ad. Negative keywords are simple and easy to use, and when used correctly they can do wonders for your pay per click campaign.

15) Check Your Campaign Settings

Check your AdWords Campaign Settings

There are a lot of settings options on Google Adwords to set your campaign. 
For an effective ad campaign, it’s essential to pay attention to the normal settings.

These are a few important things you should check under the settings tab before you begin an ad campaign-

i) Location:

Always choose the right location. Some ad campaigns are created for an audience belonging to a particular State or Country; therefore choose the location accordingly to save on irrelevant clicks.

ii) Schedule Right:

Once you’ve scheduled a few ad campaigns, you would get a fair idea about the timings of the ad campaigns and about the idea when they perform best.

You can then schedule the ad campaigns based on the time best suited for the campaign to generate the most revenue.

iii) Device Targeting:

It’s advised to always have a website that is compatible with mobile phones & tablets.
 However, if for some reasons your website does not load on mobiles, choose for the ads not to be displayed on mobile phones.


Optimization is an indispensable section in Adwords Campaign Architecture.

As you know how the optimization matters to run a successful ad campaign, the above said procedures will definitely enlighten your knowledge on how to get the fruit from the Adwords campaign.

The main motto of Adwords campaign is to get more business and that is why the factors that evolve more productive clicks bear the essential keys for ROAS (Return On Advertising Spend).

Factors that evolve more productive clicks bear the essential keys for ROAS. Click To Tweet

Aforesaid discussions will surely help the fresher on how to deal with Adwords Campaigns. It is worth saying that only the professionals know the tricks best and can apply perfectly.