Optimizing your Google search ads can seem like a challenging, ongoing task with so many features and options available to you. However, with the right strategy and knowing the areas to focus on first, you can optimize your ad budget and get the most out of your Google Ads campaign.

Here are five tips to help you optimize your Google search ads.

1. Refine and Refresh Keywords

Do your keyword research! Selecting the right keywords for your campaign will help your ad reach the customers you want. Within the Google Ads platform, there is a keyword planner that is a great resource for helping you choose the best keywords.

Choosing keywords that are relevant to your ads is the most important. Then, it is best to look for keywords with high average monthly searches and low competition. Depending on your product or service, the perfect keywords may be difficult to find, but in general, you want relevant, high search, low competition, and low cost.

2. Utilize Ad Extensions

Ad extensions are a great way to maximize the visibility of your ads. Take advantage of ad extensions by adding sitelinks with descriptions, call buttons, location extensions and more to your campaigns. This will increase the size of your ad on the Google search results page as well as provide additional calls to action. Ad extensions allow for more information to be displayed in the ad, which could help a searcher’s decision process, and encourage conversion.

3. Upload Image Assets

What makes an ad more attractive and engaging? An image! Adding image assets to your Google campaigns can help drive performance and enhance the message of your ad. It will also help your ad stand out amongst all of the other search results that appear. You are able to upload 20 high-quality, square images per campaign that are relevant to your keywords and Google will serve the most appropriate image based on the search.

4. Add Negative Keywords

Negative keywords let you exclude certain words or phrases from your campaign that you do not want to target. To identify negative keywords for your campaign, look for words that are similar to your keywords but are not a product or service you provide. This narrows down the focus to only the keywords that matter to your customers. It also helps reduce the number of clicks from uninterested searchers, which increases your return on investment.

5. Landing Page Content

You’re putting all of this work into getting your ads in front of your potential customers, you don’t want to lose them after one click. Turn your clicks into customers by making sure your landing page content is relevant to your ad copy and keywords. Providing useful content that is easy to navigate, with a clear call to action for converting, is critical to the success of your campaign.


Contact Points Group if you’re looking for help optimizing Google Ads for your healthcare practice, and sign up for our newsletter to receive the latest content marketing tips and tricks. Our medical marketing services include social media, website development, email marketing, and many more!

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This document was last updated on July 24, 2014