Benefits and Goals of Optimization

Why optimize? Very simply, optimization makes your advertising more effective. In AdWords, this can mean a higher Quality Score, lower costs, and better return on investment.

When it comes to the ongoing success of your advertising, it's crucial to optimize your AdWords campaigns. Regular optimizations can help successful campaigns stay successful. Since the online world is always changing, it's important to periodically evaluate each ad campaign and make tweaks that will help keep it running effectively.

Depending on your goals and the type of changes you make, optimization can have a major impact on several aspects of performance.

For example, optimization can help you achieve these benefits:

•more clicks and traffic to your website

•higher profits and improved return on investment (ROI)

•lower costs

•ability to accomplish any other advertising goals

Your advertising goals, or desired results, are perhaps the most important thing to keep in mind when optimizing an account. For example, are you more interested in making sales, branding your business, or increasing traffic to your website? It's important to clearly identify and prioritize the specific goals you want to achieve with your AdWords ads, and then optimize towards those goals. This will enable you to make strategic changes to your account to improve its performance.

Here are some typical advertising goals and the possible focus areas for each goal:

Goal: "I want to get more clicks."

Increase your ad exposure by adding relevant keywords and site placements to your ad groups while making your ad text more compelling.

Goal: "I want to increase my clickthrough rate (CTR)."

Focus on ad quality. Attract more clicks by refining your ads, and eliminate extra impressions by using negative keywords.

Goal: "I want to improve my return on investment (ROI)."

Focus on your ads and keywords to attract the right audience. Then focus on your website. Be sure your landing page and entire website is set up to let users find the specific thing being promoted in your ad.