Google Adwords: small guide to spending less but spending better

  • Guide Adwords

If you’ve ever set up an Adwords campaign, you know it can be challenging to control your spending. But even though Google’s ad service is rather expensive because of its betting system, there are ways to optimise your spending and thus maximise your ROI. Here’s a small Adwords guide on how to do it.

Keep an eye on your conversion rate

The very first thing you need to do is to always remember that your goal is to turn your visitors into leads or your leads into clients. Your conversion rate is essential. It may seem obvious, but people often kind of forget it when they get swapped into the project.


Sometimes marketing is about the “feeling” you get and sometimes it’s not. For Adwords, it’s definitely not. The strategy you establish must be measurable at any time so that you may stop right away if you ever need to. Either way, you will never be wrong if you take a logical decision based on numbers. Look at what brings you more traffic, which keyword has more impact, etc.
Do not use Adwords trying to develop an aspect of your product or service that doesn’t really work. If people don’t recognise you in this aspect of what you offer, they won’t click.
If you analysed everything about Adwords and still don’t see any results, then the problem might come from somewhere else. Adwords is not magic: if you have a bad reputation, if your website isn’t efficient or user-friendly or if you’ve recently had bad reviews, you won’t get results.


General settings

Here are the most common reasons people spend too much on Adwords:

  • Bad geographical targeting
  • Wrong day or hours chosen to advert
  • Wrong device targeted…

Segment your target ahead of your campaign and check your settings several times before the launch.


This is probably the main reason why so many Adwords campaigns fail. There are two common mistakes made:

Target wide-ranged keywords

For example if you’re a B2B company doing works and you choose to target “works” and “companies”, it is likely that the people coming to your website will be looking for a list of companies doing works or it could even be a job search, etc. So be sure to be specific and precise enough, especially if your campaign is set up on CPC.

We also advise you to add negative keywords to exclude some words that might not bring qualified traffic (like in the example above: “works” is too wide of a word to be kept unless you are very specific about it). Analyse your keywords reports to see which should be kept and excluded.

Target non-converting keywords

We don’t always see which keyword converts best. Some keywords might seem very appropriate and people might click on it but it could lead to almost no conversion. Here are three steps you should you follow to avoid this issue:

  • #1: Generate your keyword report
  • #2: Export it into a pivot table and analyse it
  • #3: Pause the least effective keywords via the negative keywords option even if they seem appropriate – don’t think it’s just a trend in searches or that it gives you some sort of visibility: just pause it

To conclude the most important in Adwords is to analyse the data so that you can fit all your spending into your budget. The more you precisely analyse, the more you’ll know what you’re doing and the more you will control your costs and your results.

Article inspired by Search Engine Journal, available here.

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