Step 7: Optimization

What will I learn in this lesson?

Improving paid search campaigns isn’t easy. Although Google provides you with good guidance within Google Ads and within Google Analytics you still have to know the right approaches to use.

No matter how well you set your Google Ads account up initially, it’s never going to be perfect. Also, until you start to gather real world data, it’s impossible to know which ads and keywords are going to perform well and which ones will fail to produce a high enough ROI. Therefore, it’s vitally important that you are continually monitoring your results and using these to optimize your Google Ads campaigns.

In this lesson you will learn these eight Google Ads optimization techniques including:

1. Ad copy optimization
2. Search query optimization
3. Landing page optimization
4. Optimizing by user segment
5. Optimizing paid search campaigns based on mobile device performance
6. Optimizing the Display Network
7. Understand the path to conversion and attributing conversion value
8. Comparing paid and natural search visits in Google Analytics