Optimize AdWords Search Ads – Hammer the Competition

hammer the competition in AdWords

As in many other fields, search advertising requires more than just the initial legwork to get started. Once you’ve got your campaigns up and running, your message spreading far and wide, what’s next? How do you optimize AdWords search ads to ensure you’re getting the bang for your buck that you were aspired to when you signed up?

These ROI-focused questions should be at the heart of how you use AdWords, as every advertising investment should be focused on driving sales and profitable returns.

Here are three ways that you can optimize your Cost-per-click (CPC) in AdWords, keep your Ad Rank up and maximize your return on investment.

  1. Use at least 3 Expanded Text Ads per Ad Group
  2. Ensure to use at least 4 of the applicable extension for each ad
  3. Focus on bidding and keywords strategies aligned with business goals.

Let’s explore each of these techniques in more detail so that readers can apply these to gain a competitive advantage over competing advertisers.

Expanded Text Ads

The first step toward optimizing your campaigns in AdWords is to adhere to all of Google’s best practice policies. Among these, here’s one of the simplest: make sure each ad group in your campaign contains at least three expanded text ads.

Expanded text ads are great because they allow you ample space to make an impression on a user each time they see them. Two headlines of thirty characters each, with an eighty character description makes for plenty of canvas to sell your product with. Though it can be challenging to think of three variations of an ad when you first create a new ad group, the extra work is definitely worth it. By putting different ads against each other in competition, you can run tests and determine which message works best for your strategy.

Already have a whole lot of old standard text ads taking up space in your ad groups? Change them! Take the time to go through long running accounts and update these older ads to the new format. Your campaigns will benefit dramatically.

Using Ad Extensions Properly

We here at the blog are crazy for ad extensions. They’re intuitive, excellent at increasing user engagement, and best of all, absolutely free to use! Extensions help your campaigns by making your ads bigger and more helpful. They can provide useful or interesting information to a potential customer, making them more likely to consider clicking on your ad, and being one step closer toward making a purchase or performing another useful action.

But how can you be sure you’re utilizing extensions properly? Once again, follow Google’s best practices. In addition, try to reach an extension depth of four for each of your ads, wherever they are applicable. This means taking advantage of multiple different types of extensions, and understanding which are the most valuable in different contexts. Local restaurants have a lot to gain through location and call extensions. Ditto for sitelinks for businesses with websites containing lots of different pages. By figuring out which extensions are best for you, and then using them, you’ll help your campaign thrive.

Bidding Strategies and Keywords

Finally, you’ll want to make sure you are taking care of the basics responsible for the ad auction itself. This means making sure that your campaign has the right bidding strategy for its objective. Are you trying to maximize conversions? Or do you just want your ad seen as many times as possible? Your answer will determine how you’ll want to be bidding your money.

Additionally, watch your keywords! Check search terms reports regularly to make sure the keywords you have selected for your campaign are working hard for you. If you find any that have no clicks, despite lots of impressions, or low quality score, you must consider one of two options. Either delete these keywords, or move them into a new ad group, full of new ads more precisely focused on those keywords. This way, you will optimize your campaign’s performance while increasing your ad’s relevancy to the keywords targeted.


Being successful with AdWords requires constant attention and maintenance. By utilizing expanded text ads, ad extensions, and keywords in the proper quantity and manner, you can significantly improve campaign performance. Follow these tips to keep things whirling along, and hopefully improve your bottom line and ROI.

Happy Marketing!


For more information, check out these articles:

Optimize AdWords

How to Optimize Dynamic Search Campaigns


Ricky Noel is a Google AdWords Certified AdWords Professional, a proud employee of eBiz, ROI. as well as a full-time student at SUNY Geneseo, where he studies English, Education, and Theater. Ricky got into the internet marketing industry when his father, Rick, introduced him to Google AdWords and showed him the possibilities online advertising represented for business owners and web-users alike. Ricky began working with eBiz in the summer of 2016, between senior year of highschool and shipping off to college. Since then, he has worked remotely from school thanks to the wonders of Google Hangouts and high speed internet connectivity. His passions include reading, writing creatively and analytically, and performing in plays and musicals. He is also an experienced Dungeons and Dragons aficionado, holds Abraham Lincoln and George R.R. Martin among his personal heroes, and is really excited to help businesses grow and spread their message online.

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