By: Emma Whelan

Every time a user visits a website, they are undoubtedly bombarded by multiple targeted display ads. Whether or not they choose to click the ad, visit the associated landing page, and even download the report or buy the product depends on how compelling the ad is.

Here are 3 ways to optimize your Google Ad Manager campaign to maximize your company’s return and get the most out of your ad spend:

I: Define and Redefine Your Ad Keywords

Ad keywords are a crucial component to targeting and ultimately reaching the right audience. Because it is impossible to know every keyword variation that a user is going to look up; keyword pruning can assist to narrow your audience by removing negative and irrelevant keywords. It is also important to remember to avoid keyword terms that are too broad which can result in less inventory; and subsequently fewer clicks and a higher ad spend. Always review what is working to test and tweak keywords accordingly.

II: Good Housekeeping

Google Ad Manager is a complex beast with a lot of moving parts, and it may seem daunting to keep track of everything. Regular and routine audits of paused, drafted, and inactive creative are helpful to identify the ad inventory that is available. Similarly, it is crucial to use the ‘Check Inventory’ feature and forecasting reports to ensure that you are providing valid availability data.

III: Don’t Just Stop with the Ad Itself

To achieve a great ROI, designing a banner ad is simply not enough for a successful display ad campaign. It is estimated that over 50% of the overall return for an online advertising campaign is derived from the landing page used for promotion. The landing page should be optimized for conversions by using the same ad keywords and have a defined objective for the user. In this case, less is more and your landing page should be structured with creative, concise copy and a clear call-to-action button to drive traffic and increase conversions.