Now that you have a good understanding of how Google AdWords works, it’s time to optimize for maximum performance.

You’ll keep track of your keyword bids, optimize your click thru rates and boost your landing page conversion rate.


First of all, pick the right match type for your keywords. There are four types of match types:

1. Broad match: Has the broadest reach and the lowest CPC. However, they can make your ads highly irrelevant, lowering your CTR and increasing your ad relevance. This is the default option. If you are just starting out, leave it as it is.

2. Modified broad match: An in-between of broad and phrase match. It allows you to reach a similarly wide audience to broad match but helps you have a better control of who sees your ad by ‘locking’ individual words in a key phrase using the ‘+’ parameter. This is better if you are a bit more experienced.

3. Phrase match: Has an intermediate reach as it’s more restrictive in the queries variations, but has better control. This is a great choice for your category keywords.

4. Exact match: Has the narrowest reach and the highest CPC. This is a great option to promote your products, and any keyword with a high purchase intent (i.e. any keyword with the words ‘buy’, ‘purchase’, ‘sale’, ‘discount’, etc.)

Also, don’t put too many keywords in each ad group. Ad groups should have between 10 to 20 keywords each. If you have around 50 keywords in your campaign, try to separate your ad groups in pieces of 5-10 keywords each.

Put your max CPC for each keyword. To do so, go to Ad Groups and click on each ad group you have. Then, you will see a list of all the keywords you have for that ad group.

Next to each keyword you will see a column called ‘Max CPC’. Add the max CPC you got from the step #3, or leave the default for the ad group (not recommended unless all your keywords have the same max CPC).

Strategies and Tactics for Using Google AdWords Effectively Part 4