Overview of Optimization Tools

Types of Optimization Tools

There are many free tools in your AdWords account that can be used to find optimization ideas and implement your changes. We've described a few of the most popular tools:

Targeting tools:

• The Keyword Tool can provide you with ideas for new keywords that you can add to your ad groups. You can also find negative keywords, estimate keyword traffic, and see additional keywords that may also trigger your ads.

• The Placement Tool can provide you with ideas for websites and areas in the Display Network where you can show your ads. Use this tool to find placements that are relevant to your campaign and can help you reach additional potential customers.

• The Traffic Estimator provides traffic and cost estimates for keywords. Get estimates for a keyword's status, search volume, average cost-per-click (CPC), cost per day, and average position.

• The "Search terms" report and Search Query Performance report allow you to see every search query that triggered your ad. If some of these search terms have performed well, you can add them as keywords. If some terms are irrelevant, you can add them as negative keywords to ensure your ad stops showing for that search query.

Optimization tools:

• The Opportunities tab is a central location for optimization ideas across your account. It's designed to help you discover ways to potentially improve your account's effectiveness. You review the proposed ideas and can apply the ones you like directly to your account.

• Website Optimizer allows you to experiment with the content of your website to determine what users respond to best. You choose what parts of your webpage you'd like to test and we'll run an experiment on a portion of your site traffic. The results can help you determine which content produces more sales or other measures of success.

• Conversion Optimizer uses your conversion data to get you more conversions at a lower cost. It optimizes your ad serving to avoid unprofitable clicks and gets you as many profitable clicks as possible.

Tracking tools:

• Google Analytics shows you how people found your site, how they explored it, and how you can enhance their experience. With this information, you can improve your website's return on investment, increase conversions, and make more money on the Web.

• Conversion tracking helps you measure conversions (user behavior you deem valuable, such as a purchase, signup, pageview, or lead). Conversion tracking can ultimately help you identify how effective your AdWords ads and keywords are for you. You can also use conversion data to decide how much to bid for your ads on Google and the Display Network.

• Account statistics on your Campaigns tab can give you instant insights into your performance. With customizable columns, filtering, and segmentation options, you can focus on the data that matters to you across your account.