This document provides recommendations for optimizing a Google Adwords campaign, including focusing keywords on business goals and long-tail terms, using specific ad groups and campaigns, testing different ad copies and landing pages, and manually adjusting bids based on daily analytics to focus the budget on top-performing keywords.

1. Google Adwords Challenge
Key Learnings For Optimization

2. Keyword List Optimization
 Define what is your business goal: traffic, time spent, sales or any other
 Higher CTR (above 2%) > Higher Quality Score > Lower CPC
 Focus on long-tail specific keywords because the are cheaper and convert better
 Play with the match type: broad, phrase or exact
 Use negative keywords to remove low-quality clicks
 Focus on non-branded keywords
 Do combinations of product keywords and location term with the kw planner tool

3. Campaign Structure Optimization
 Define many specific Ad Groups to better customize the Ad Copy
 Avoid duplicated keywords in different Ad Groups
 Use separated campaigns for different languages
 Create specific Ad Groups for the best performing keywords
 Mirror the structure of your website: one Ad Group for each tab on your site

4. Ad Copy Optimization
 Include your keyword in the Ad Copy: both in the title and description
 State clearly the call-to-action
 Show the benefits that differentiate your product
 Put all words in the title in capital letters
 Perform A/B testings creating several Ad Copies for each Ad Group
 Use the extensions when appropriate

5. Landing Page Optimization
 Assure the consistency among the keyword, what your write in the Ad Copy and
what the user finds on the landing page
 Use landing pages that are as specific as possible
 Work with the User Experience team to develop new specific landing pages if
necessary

6. Bidding CPC Optimization
 Always manage your bids manually instead of letting Google to do it automatically
for you
 Start bidding with the same max CPC for the whole campaign, then do
adjustments for each Ad Group and then fine tunings at a keyword level
 Bid accordingly to your positioning in the organic area
 Check your analytics every day
 Be very conservative with the budget at the beginning and then invest more in the
best performing keywords

7. Google Adwords Challenge
Key Learnings For Optimization