Google claims that you do not need to spend a lot of money on AdWords to get a return on the investment. However, many people are paying for clicks that have zero likelihood of turning into a profit. Here are a few ways to adjust your strategy so you’re not wasting money by ensuring the right people are interacting with your digital marketing AdWords campaign. 


Also known as split testing, A/B testing holds back part of your audience to test a number of variations of a campaign. In other words, you're observing how one version of an ad performs alongside another. You'll see the biggest boosts in click-through-rates if you experiment with ads that are drastically different from each other, rather than just moving around a few words. Try focusing on the different benefits your product offers. What are people responding to? Split testing is one of best things you can do for the performance of your AdWords account.

Unfortunately, Google sometimes shows your ads on webpages that have nothing to do with your product. It’s important to regularly check on your display campaigns and look into the web placements your ad is appearing on. There are ‘Site Category’ options that allow you exclude certain types of sites so your ads don’t appear on them. This can include sites with sexually suggestive content, parked domains, error pages, etc.

With AdWords conversion tracking, you can see how effectively your ad clicks lead to valuable customer activity, such as website purchases, phone calls, app downloads, newsletter sign-ups, and more. Setting up conversion tracking is the easiest way to see what keywords are performing the best. Having the insight to focus your budget on these keywords can easily boost results, giving you direct insight into the ROI for your efforts. Simply put, without proper tracking in place, you cannot trace and promote the successful keywords.

Remarketing shows ads to people who've visited your website or used your mobile app. When people leave your website without buying anything, for example, remarketing helps you reconnect with them by showing relevant ads across their different devices. Whether you're looking to drive sales activity, increase registrations, or promote awareness of your brand, remarketing can be a strategic component of your advertising.

Google claims that you do not need to spend a lot of money on AdWords to get a return on the investment. However, many people are paying for clicks that have zero likelihood of turning into a profit. Here are a few ways to adjust your strategy so you’re not wasting money, ensuring that the right people are interacting with your AdWords campaign.

Investing your marketing budget in a PPC platform like Google AdWords can have a big impact on your business. According to Google, the average advertiser on AdWords makes two dollars for every dollar they spend. But how much should Google AdWords cost? This will of course depend on your industry niche, company size and quality score.

If you’ve heard of paid search, you’re probably also familiar with the term PPC, which stands for pay-per-click. This means that you don’t pay for your ad to be displayed, and you don’t pay when viewers roll over the ad with their mouse – you pay when somebody actually clicks on your ad. This is much better than paying per impression (called CPM) because your ad might be displayed 100,000 times and only one person clicks on it. CPM bidding doesn’t make sense because you’d be running up your costs for essentially nothing. Instead, you pay for each actual click, and then the responsibility is on you to make use of that opportunity to convert the visitor.

Google uses an auction-style bid to set their prices. For any given keyword, you have the top bidder – let’s say they bid $5 for someone to click on their ad. Then you have the next highest bidder who values a click at $4.50, another at $3.75, another at $3.00, and so on, all the way down to the last person who says that they value a click on their ad for that keyword at, let’s say, $2.25. Your bid along with the quality score of your website are taken into account to see which webpage gets the top positions.

Here's a great video that does a great job explaining the ad auction concept.

While your bid does play a large role in determining whether or not your ad is served for a given keyword, Google also uses something called “quality score” in making these decisions. Quality score is an algorithm that scores each of your ads for relevancy – it looks at how closely your keyword relates to your ad and how closely your ad relates to your landing page content. In other words, Google actually scans your landing pages to ensure that you’re not just buying keywords and directing them to totally irrelevant pages.

Remember, never stop optimizing your campaigns! There’s never a shortage of ways to improve your paid search campaign. Keep making improvements so you can drive your performance up and your costs down and ultimately run a successful PPC campaign.

Absolutely! There are a range of targeting options to ensure your ads reach the most relevant audience, maximizing the impact of your advertising efforts. Here's how you can tailor your ads to specific groups:


If you're looking to focus your advertising on specific geographic locations, geotargeting is the tool for you. This feature allows your ads to appear in the exact places you choose, whether that's by country, state, city, or even a specific radius around a location such as your business or a landmark. With geotargeting, your ads are more likely to reach customers in areas where your business has the most to offer. Considering that 30% of mobile searches are location-related and 72% of consumers visit a store within five miles of their location after a search, geotargeting is a powerful way to connect with potential customers near you.


Have you ever noticed ads for a product you recently searched for following you around the internet? That's remarketing in action. Remarketing targets ads at users who have previously visited your website but left without making a purchase. This method serves as a digital billboard, reminding them of your products or services and encouraging a return visit. Remarketing is not only effective in re-engaging interested users but also cost-efficient, ensuring your brand stays top of mind even after they've left your site.


Demographic targeting allows you to refine your audience to those who match specific characteristics, such as age, gender, household income, and parental status. By focusing your ads on a particular demographic, you can ensure that your messaging reaches the individuals most likely to be interested in your offerings. This precision helps in concentrating your marketing efforts and budget on the segments of the population that are most relevant to your business, enhancing the effectiveness of your advertising.

By leveraging these targeting options, you can ensure that your ads reach the right people at the right time, increasing the likelihood of engagement and conversion. Whether through location-based targeting with geotargeting, re-engaging interested visitors with remarketing, or focusing on key demographics, our platform provides the tools you need to make your ads as effective as possible.