Return on investment (ROI) is a measure of the profits you have made from your advertising, compared to how much you've spent on that advertising. To identify and optimize your ROI, you need to measure conversion data instead of clickthrough rate, traffic, or other measures. To optimize for ROI, aim for high Quality Scores which can reduce costs, encourage conversions with enticing ads and by using the right landing pages, and target customers who are likely to convert.
•Lead potential customers to the most relevant page on your site
•Add a call-to-action in your ads to highlight the action you want customers to take
•Include unique selling points to make your ad stand out
•Allocate your budget according to performance
•Group highly relevant keywords and ads together so that your ad text will match a user's search
•Target the right region and language for your business
•Use Conversion Optimizer to get more conversions at a lower cost
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