Google Ads remains one of the top search platforms for brands to market their products. With the vast array of campaigns available to meet your business goals, it’s essential to optimize your ad campaigns to maximize the impact. Successful campaigns require more than setting and forgetting.

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Here are six strategies for optimizing your campaigns to deliver outstanding results:

1. Use automated bidding management tools where available – Your bid strategy is the main component of the ad auction and is suited for different types of campaign goals. Depending on your focus (clicks, impressions, conversions, or views), automated bidding minimizes heavy lifting on your end and deploys advanced AI to help tailor the right bid to an auction.

2. Track conversions for quality – Conversion tracking allows monitoring of ads and keywords that lead to desired actions. Make better data-driven decisions by implementing actions that are valuable to your brand (website purchases, sign-ups, app installs).

3. Activate precise location targeting – Geo targeting can help your brand reach people in specified locations as well as those who have shown interest in the target locations.  View your geographic performance data through the locations report. When used effectively, this tool can help increase ROI and put your brand in the regions where it's most successful.

4. Set up ad groups – Ad groups contain one or more ads that share similar characteristics (for example,  an ad group focused on a specific product set, like dog food). Ad groups not only make your account easier to manage but help to alleviate redundant keywords that may have the same bidding strategy and destination. Save yourself time and money by reviewing your ad group settings.

5. Use Google Display Expansion for better results – You can now benefit from additional conversions using your unspent Search campaign budget. Google Display Network allows you to increase your reach while keeping your overall costs similar or less than your spend on Search. Enable this feature in the Network settings tab.

6. Strategically use campaign types – Your marketing objectives help determine the type of campaign to use. It can be difficult to keep track across Search, Display, Video, and App campaigns, but with Google’s Performance Max product, you can stay ahead of consumer demand shift by having an all-in-one campaign. Performance Max can serve ads across all Google channels and leverages automation across bidding, assets, and audiences. It is best for advertisers with limited time and resources or those who want minimal campaign maintenance.

These optimization strategies can help you elevate your campaigns and improve targeting and reach. If you’re feeling like a beginner to these features, remember to test to learn then optimize. Laine can help you monitor performance and testing insights with our platform Deep Dive pages - get the data and insights you need to drive results for your campaigns.