So, you’re running Google Ads for your business? Google ads is an online advertising platform, which allows businesses to gain visibility across Google’s properties. You are likely utilising their PPC advertising campaign to create Google ads to promote your business.

However, are you truly optimising Google Ads to the best of your ability? Are you making the most out of it? These are questions that you should be constantly asking when it comes to your digital marketing business strategy. Here we have provided expert PPC optimisation advice to analyse and strongly consider when thinking about the creation and tweaking of your Google Ads.

What are the optimisation strategies in Google Ads?

Use Negative Keywords

Google Ads Keyword Research is of course an essential part of the ad creation process. However, you might have been neglecting negative keywords all this time. While keywords are those you want to include in your campaigns, negative keywords are search terms that you want the algorithm to exclude your ads from. For example, an English tutor who only teaches essay writing might put ‘creative writing’ as a negative keyword.

This will filter out users that are not in need of your services, and therefore less likely to engage with your business.

Site links and other ad extensions are essential to creating high quality Google Ads. They allow you to provide more information to potential customers and direct them easily to helpful pages on your website. However, it’s important to regularly review and update your advertisement copy and assets to ensure that they stay relevant over time.


Reviewing your website: Take a look at your website and identify any pages that share the most important details of your business and that you want to drive traffic to. This could include service pages or contact pages.

Check your existing site links: Login to your Google Ads account and review your existing site links that are featured in the ads. Make sure they are still relevant and lead users to the correct pages on your website.

Update accordingly: If you notice that any of your site links are defunct or not longer applicable. update them to direct potential customers to the correct pages on your website. You may like to update them to new page links you have just created.

Try out Different Campaign Types

Experimenting with different ad campaign types in Google Ads can help you tap into new audiences. For example:

  • YouTube campaigns can help you reach users who are already watching videos of similar products that you sell.
  • Display campaigns can help you reach users who are browsing websites related to your offerings. Display ads with captivating graphics can help grab attention of potential customers, allowing you to sell even more of your products or services.
  • Performance max campaigns can help you maximise your reach across Google’s ad inventory from a single advert campaign and have your ads shown on Search, Display, Gmail and YouTube. Therefore instead of having to set up, manage and optimise multiple different campaigns, Performance Max will allow you to tap into most of Google properties at once.

Another advantage is that when you run multiple campaigns, you have a higher chance of connecting with your target audience and finding your potential customers where they are, increasing your chances to reach your sales goals.

Revisit Past Advertisements

To improve on the quality of your future ads, you will also need to revisit your old campaigns. Yes, it is important to maintain the quality and relevance of your past campaigns. Your Google advertisement quality score is calculated through factors such as the expected click through rate – which is also measured on how well your past campaigns did. Hence, if the click through rate of your old ads was poor, your future ones may suffer the same fate.

With this in mind, take time to revisit past advertisements to improve on their quality. Revitalise your past campaigns by:

  • Including current, more relevant keywords where possible.
  • Update information on the advertisement where applicable.
  • Edit any incorrect or outdated information.

Not only does revisiting past advertisements improve your Google Ads score, they also provide a better overall customer experience.

Optimise Google Ad Tools

AI is constantly getting smarter and primed to assist you in efficiency. Google Ads are no slouch in this department. The program has automation tools you may like to experiment with to streamline your account.

An example of this is AI responsive search ads. These let you create ads that adapt to show more relevant messaging to your customers. You can enter multiple headlines and descriptions when creating a responsive search ad. Over time, Google Ads tests different combinations and learns which ones perform the best. This feedback will allow you to refine your advertisements to appeal to audiences most effectively.

Additional, AI automatic bidding is now available with Google Ads. When you create a PPC campaign, you are asked to set a bid for each keyword you want to target. When a user searches for one of these target keywords, the advertiser with the highest bid for that word will have their ad displayed at a top position. Automatic bidding will set your bids based on your budgets and campaign goals to save you time and is particularly invaluable for newcomers.

These are just some of the effective AI tools that Google ads affords its users. Experimenting with these can save you time and maximise productivity.

Add Assets

Also known as ad extensions, they are a feature you can use in your ads to provide more information about your business. This can mean including your phone number, location, price, or additional sitelinks in the ad information.
This can make your website more accessible and cater to your potential audience even more. For example, if they see the location of your service is nearby they may be more inclined to click.

There is no additional cost to include these, and it ultimately makes the ad that much more enticing to potential audiences.

Revitalise your Google Ads Optimised Targeting Today

Google Ads doesn’t have to be complex to thrive in. These are just some of the simple steps you can take to make sure you are truly optimising Google Ads, and the potential it can bring to your business.