Ads Optimization Suggestions for Advertisers

Analyze where money goes

  • Set dynamic conversion tracking

Ads optimization

  • do ROI based optimization
    • optimize your ads based on their ROI metrics
  • make separate campaigns for high ROI ad groups
  • make separate campaigns for different languages, geographic targeting
  • create negative keywords in a shared folder, and add it to relevant campaigns 
    • extend your negative keyword lists at least once a week
  • use flexible bidding for devices, days/hours, geographic regions, demographic target etc.
  • set automatic budget increase for the best days of the week with higher search volume, and budget decrease for the worst days


  • combined remarketing list
  • similar user targeting


Search Ads with Google

How it works

  • Every time for a search result, it will do an auction to price different ad locations. The advertiser would need to pay only if the user clicks the ad.
    • When the user clicks, the advertiser only needs to pay second-highest price.
    • This can guarantee that they bid their true value.

Quality Score

  • Click through rate
  • Relevance
  • Landing page 

Ad Rank

  • bid price * quality = ad rank

Cost Per Click (CPC)

  • price to pay by each client in the rank list
  • p1 = p2*q2/q1
  • the last one in the rank list pay the minimum price


Ads Optimization

Adaptive Shopping Campaigns

  • optimize the structure of your shopping campaigns in order to improve their performance.
  • help bidding higher on high-performance products
  • save money by bidding lower on poor performers


Engage those people who’ve left your site or clicked your ads without buying anything by
  • showing them relevant ads on search or display
Here are two ways to remarket
  • Reach high-value customers with remarketing lists for search ads. 
    • modify your keyword bids, target search ads, or prevent ads from displaying based on inclusion in your AdWords remarketing list.
    • you can track the performance of each remarking list in any associated campaign.
  • Re-engage shopper with display remarking from search ads
    • remarket to users instantly with display ads on the Google Display Network or across exchanges via DoubleClick Bid Manager.

Using real-time data to optimize your search ads

Gaps in search ads

Long Tail

  • Retailers today often have hundreds of thousands of products, but they only advertise on average of 49% of their inventory with search ads. Reason
    • Difficult to maintain so many keywords and bids on their own
    • They often don’t see the value of their long-tail inventory items

Real Data

Link purchases to ads

  • identify the impact of advertising 
    • on business goals like maximizing profitability or selling off inventory
  • improve ad targeting by
    • matching ads to products that consumers are most interested in
  • understand the value of brand and general terms in 
    • selling your highest margin or most important products
Justin Johnson, Paid Search Manager at Cabela’s explains
  • Having insights into where we spend our money, in additional to what people are looking for, has been invaluable in helping us make better decisions.
  • We have a better look into where we may not have adequate coverage, and are able to quickly make changes to address that. 
  • Being able to pull in margin data to see if certain keywords are better or worse at driving profitable traffic than we anticipated helps us be more thoughtful with our spend.

Machine-learning-powered Bid Strategy

  • Adjust bid strategies to respond quickly to the bids that deliver results.

Cross-device Conversion Tracking

  • helps bid optimization system make the most of your mobile traffic.

DoubleClick Search Introduction


DoubleClick Search (DS) is a search management platform that helps agencies and marketers efficiently manage some of the largest search campaigns in the world, across multiple engines and media channels. 
  • It hep the agencies to make better decisions and increase their Return on Investment (ROI) for search marketing.