Steps to an optimal AdWords campaign

Published on 3 Jul, 2018

We will briefly introduce to you 9 steps, which will allow you to set up an optimal AdWords campaign. Improve your positioning.

Etep 1-9

– Step 1: The right choice of domain name

The domain name is extremely important. If your brand is well known, it will be easy to find a domain name: use your corporate name.

If your brand is not so well known, we have some advice:

-You must specify in your domain name what you are doing
-You must use important keywords.
-The domain name should not be too complicated.
-Try to keep the name easy to remember.
-Do not use abbreviations that are too difficult

Step 2: An optimized landing page

The Landingpage is on the home page. This is the first thing the user will see when they click on the AdWords ad.

Try to create a personalized landing page for each target group, for each product or service. This can be a domain name for itself, but more often than not it is a subcategory of the main domain.

Step 3: Attract qualified visitors by choosing the right keywords

The main keywords must be combined with indexed keywords. People who use these words are often ready to buy something:

-Buy, Shop, Shopping, Order
-Compare, Comparison
-Test, to test

Step 4: Variations of keywords

You have to think about different things:

-spelling variants or different synonyms for a keyword
-singular or plural
-spelling mistakes in people using Google
-different keyword combinations

Note: Hyphens are ignored in Google searches.

-Step 5: New ideas by Google Suggest

Use Google even to do your research. If you enter words in the search bar, Google will give you proposals. This way you can see which keywords are relevant for Google.

Of course, you can also use alternatives to Google Suggest. There are tools that allow you to find important keywords

Step 6: Avoid negative keywords:

Many people will enter “free”, “cheap”, “for nothing”… in the search bar. It costs you money, without attracting potential customers. Avoid using them.

You can even exclude your ad from being inserted if words, which you define, are searched for.

Step 7: Increase quality through split tests

Create two different ads and compare them. However, the difference between the two can only consist in changing one parameter. If you change several at a time, you will never know which parameter led to success. If you have a winner, compare it to another variant… At the end you will have an optimized announcement.

Step 8: The quality level

This factor is a Google measure of quality between 0 and 10. According to Google itself “the quality level corresponds to the estimated quality of your ads, keywords and landing pages. Better quality ads can lead to lower costs and better positioning.

-Your quality level (on a scale of 1 to 10) and its components (expected click rate, relevance of the ad and usability of the landing page) are displayed in the “Keyword Analysis” field of your account.
-The more relevant your ads and landing pages are, the higher your quality levels are likely to be.
-The quality level corresponds to a cumulative estimate of your overall performance when advertisements are put out to competition. It is therefore not used at the time of auction to determine the ranking of the ad. »

You can see your quality level in the columns: “Quality level”, “User-friendliness of the landing page”, “Relevance of the ad” and “Expected click rate”.

You can also view data on your past quality level in the following four statistical columns: “Quality level. (hist.)”, “User-friendly destination page (hist.)”, “Relevant. announcement (hist.)” and “CTR expected (hist.)”.

In this article you will find the procedure to follow to find your current and past quality level, as well as all the associated information.

Normal level

Many campaigns start at a level between about 3 to 7. This level can still vary up or down. However, the level can be influenced.

Increase the level

You can increase the level by making sure that the announcement text and the landing page are closely enough linked to the search word. The announcement text also includes the apparent URL. If your search word is in the URL, Google considers it relevant.

Clicks level

The click level can be increased by optimization. Keyword combinations attract qualified visitors and increase clicks.

The better you structure your ad text, the better your CTR will be.


You must be careful that the Landingpage keeps what it promises. You must offer exceptional content, transparency and ease of use. Try using the keyword in the title of your website.

Step 9: Monitor the positioning of the ad and optimize it

An AdWords ad must appear on the first page to generate sufficient clicks. The further away the ad appears, the fewer clicks you generate. The optimal positioning is the header in Google’s search results.

The positioning of your ad is essentially the result of 3 factors:

-Click price: it is certainly the simplest technique. The more you pay, the higher you will be positioned. But it is also the most expensive technique.
-Click rate: if this rate is high, Google will give you a better ranking. The costs are not that high here.
-Google’s quality level

Mathematical formula:

Positioning of the ad = click price * Click rate * Google’s quality level


Google AdWords : Créez et optimisez votre campagne