Keywords play a critical role in the success of a campaign. Well-managed keywords can help reach the right audience at a lower cost.

• Keyword research is done to understand your target audience's search habits and interests. This process is necessary to select the most suitable keywords and analyze your competitors. You can discover new keywords by analyzing your competitors and use tools like Google's Keyword Planner to identify the keywords you are targeting.
• Negative keywords prevent your ads from being shown unnecessarily, ensuring your ad budget is focused on the right audience. This can help lower the cost per click (CPC). Add negative keywords to protect against irrelevant searches. This prevents your budget from being wasted on the wrong audience.
• Match types: By using broad, phrase, or exact match types, you can determine which scope of searches you want your keywords to appear for.

Ad groups make the campaign more organized and targeted:

• Create thematic ad groups. Create ad groups for similar products that serve the same set of keywords. This ensures the ads are more relevant and improves the quality score.
• Test your ad copy. Use multiple ad variations in each ad group and conduct A/B tests. Continuously monitor performance to understand which texts are more effective.
• Use dynamic ads. You can enhance performance by allowing Google’s dynamic search ads to automatically generate the most relevant headlines and descriptions.

The Quality Score shows how relevant and effective your ads are. A higher Quality Score allows you to get more impressions at a lower cost.

• Ad relevance Analyze and improve how relevant your ad text is to your keywords and target audience.
• Click-Through Rate (CTR): The higher the click-through rate of your ads, the better your quality score. Therefore, create more attractive and clear ad texts.
• Landing page experience When users click on the ad, the content, speed, and user experience of your landing page should be satisfying.

Conversion tracking is one of the best ways to understand how effective your ad campaigns are. For optimization:

• Enable conversion tracking: Complete the setup for conversion tracking to monitor specific actions on your website (such as purchases, form submissions, searches, etc.).
• Remarketing Re-target users who have visited your website before. This can increase the conversion rate.
• Mobile optimization To ensure users can easily perform actions on mobile devices, the ads and landing pages must be mobile-friendly.

Ad extensions are additional features that increase the click-through rate of an ad and provide more information to the user.

• Sitelink extensions Add links directing to different pages on your website to help users access more information.
• Call extension Add your phone number so users can call you directly.
• Location extension If you have a physical store, add location extensions to show your address to users.
• Price extension List your products or services along with their prices to provide direct information to users. Extensions should be reviewed regularly to improve the performance of your campaign.

Remarketing is a strategy aimed at users who visit your website but do not convert.

• Dynamic remarketing Target products that users have previously viewed and show personalized ads.
• Update the lists Create different segments; for example, use separate lists for users who abandoned their shopping cart or viewed product pages.
• Frequency limit Showing too many ads to the same user can be annoying. Therefore, set a frequency limit to maintain balance.

Regularly monitoring your Google Ads performance and evaluating with reports is critical in the optimization process.

• Set the KPIs Track key performance indicators (KPIs) such as click-through rate (CTR), conversion rate (CVR), cost per acquisition (CPA), and return on ad spend (ROAS).
• Time zone analysis Conduct weekly and monthly analyses to observe changes in the campaign's performance and make strategic adjustments accordingly.
• Automated rules You can create automated rules in Google Ads to automatically update your campaign under specific conditions.

You can use automatic optimization tools thanks to Google Ads' machine learning algorithms.

• Smart bidding strategies You can automatically optimize ad performance using bidding strategies such as Target ROAS, Target CPA, Maximize Conversions, and Maximize Clicks.
• Machine learning optimization Google Ads automatically optimizes your ads at times when better results can be achieved by analyzing users' past behavior.