Pay Per Click

What are the key factors in AdWords performance?

It is necessary you learn how to make Google AdWords setting before you try your hands on AdWords. Here are some tips that will help boost your paid search performance.

Focus on one network at a time

Avoid choosing the Search and Display Networks in the same AdWords campaign. In AdWords, you have Search with Display Select option and Google ensures that you get the best results from both the options but still selecting the Search and Display Network together could be loss of time and money.

Selecting Search with Display is a good option if you have a low budget but if you are serious about AdWords then you should create separate campaigns for both the search options.

Reasons for choosing separate campaigns

  • If you use Search with Display Select, you will see combined results and it is really difficult to see individual results from both the searches in a graph. You can’t filter Display results from Search.
  • You need using similar text ads for both the networks. Since both the networks are different, you need different ads to target Search and Displays.
  • Search is pull marketing and Display is push marketing.

Also, the Display Network campaign structure allows 50 negative keywords. You should prioritize negative keywords for push marketing.

Include Search Partner Network when starting a new campaign

It is learnt that marketers often turned the Search Partner Network setting off while starting new AdWords campaigns. And the reason given for not including Partners is budget. Including Search Partner Network increases budget but it also gives excellent results. Marketers should make a decision on including partners only after analyzing the results. Include partners for a month or two and determine results by analyzing the key performance metrics. Including Search Partner Network will increase the budget by 10-15%.

Target the languages prevalent in the targeted demographics

Language preference is a key performance metric in Google AdWords setting and marketers should know prevalent languages in their targeted demographics. The setting has nothing to do with the user as it is related to browser. If your targeted audiences speak languages other than English then including those languages in campaigns would be a great help. On the contrary, dropping the languages would cost you dearly. In Canada, about 22% of the population speaks Spanish.

Target specific areas within a large area

It is called radius targeting and it is beneficial in driving the customers that within your targeted zone. Enhanced Campaigns allow dividing large areas into subsections for ease of targeting and reporting. If you are targeting the US then you should target all the states individually and if you are targeting a small area then you should target all the cities in that area.

Bidding options

There are three ways of bidding – manual, enhanced and automated. Manual CPC bidding is good for experienced marketers as here no help is provided by Google but Enhanced CPC bidding process is managed by Google. Automated bidding strategies are made by Google. Manual bidding isn’t a good option these days as competition is increased and professional help can make the significant difference to your campaigns.

To split or not to split

Splitting campaigns into the desktop, mobile and tablet search would only double your work. But it doesn’t mean that you should avoid splitting campaigns. You should start with all targeting campaigns and split only when you see significant results from different platforms.


Google AdWords can drive significant traffic to your website but you need optimizing the campaigns for improved traffic and desired results. The good thing about AdWords is that it can easily be optimized according to Display, Search, Demographics, Languages and Bidding needs.


Udit Khanna is a Digital Marketing Course professional at Expert Training Institute, an expert in Digital Marketing, Search Engine Optimization, Pay Per Click, Social Media, etc. who helps companies attract visitors, convert leads, and close customers. Previously, Udit worked as a marketing professional for various startups and tech companies. He graduated with B.Sc from IGNOU with a dual degree in Business Administration (Marketing & Finance).

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