About Optimization 

Every user is unique and your website should address their individual tastes. Optimize enables you to run website experiments to determine the optimal experience for each group of users.

What is Optimizing?

Optimize allows you to test variants of web pages and see how they perform against an objective that you specify. Optimize monitors the results of your experiment and tells you which variant is the leader. 

Benefits of testing

By running experiments in Optimize, you can test new website designs, layouts and content with a subset of your visitors. Instead of relying on instinct and opinion to determine the best page or site design, you can run an experiment that tests alternate designs with real-world users and get results that are simple to read and understand. Optimize uses the power of Analytics to measure your experiments and leverage your Analytics goals as experiment objectives. What’s more, you can serve experiments to specific groups of users that you’ve defined as Audiences in Analytics.

Quality Score Fluctuations

There are times that factors outside your direct control will have an impact on your Quality Score. It might be a suddenly slow-loading website or something similar that causes your Quality Score to decrease. Keep an eye on this so you can identify and fix issues quickly.Fluctuations should only require daily tweaks. Set up “major change” alerts for when there’s a disturbance in performance.

Review Ad Tests

Step one: Review ad tests weekly

Review your Google Ads optimization weekly (at least) to check trends and performance. While you’re unlikely to have statistically significant data at the one-week point, you’ll be able to preview how things are going and how long you have to make a decision.

If you do identify a clear winner in a week, even better. 

Step two: use a statistical significance tool

Use a simple statistical significance tool to make sure your data is more than a fluctuation. Reaching 90% significance is usually good enough for me, but 95% gives me real confidence that I’ve made the right decision.

If you can be scientific, be scientific.

Step three: Check Ad Extensions

The same concept goes for Ad Extensions. Spot-check your sitelinks, callouts, and snippets on a weekly basis to make sure there aren’t any surprise disapprovals, since those won’t show up in standard alerts.

Step four: Replace sitelinks

Keep track of any expiring or promotional sitelinks and replace them after they go dark. Nothing is worse than only having two sitelinks for your beautiful ads.

Google Ads Best Practices

Want to get the most out of your Google Ads account? Google Ads’ Best Practices Series provides strategic advice on core search engine marketing tactics. It’s intended to help you get the most out of Google Ads. Based on Google’s internal data and vetted by the people that built Google Ads, this series helps form the foundation of your paid search strategies. 

Find new customers

Reach your customers with the right keywords

Optimize Dynamic Search Ads performance

Achieve your goals across Google’s ad inventory with Performance Max

Optimize Display campaigns on the Google Display Network

Reach a broad audience and build awareness with Video

Drive sales, leads and web traffic with Video

(Mobile) Finding the right mobile app users

(Mobile) Connect with mobile users

Expand your business globally

Inspire consumers to action with Discovery campaigns

Drive offline sales with online ads

Drive more calls to your business

Show the right message

Create effective Search ads

Enhance your ads with the right extensions

Create effective responsive display ads

Using Quality Score to guide optimizations

Connect with the right audience at every stage of the marketing journey on YouTube

Grow consideration and interest with Video

Optimize to full value

Finding success with Smart Bidding

Optimizing Google Ads with Google Analytics

Beyond last-click attribution

Measure the full value of Display ads

Re-engage customers

Connect with your existing customers and reach new ones with Customer Match

Reach past visitors with display remarketing

Feature your products

(Mobile) Capture mobile shoppers with your Shopping campaigns

Build and optimize Shopping campaigns

Unbox your holiday shopping success

Optimize and manage your product data in Merchant Center

Work more effectively

Test with confidence using Google Ads drafts and experiments

Improve performance on Google Ads using optimization score as a guide

Get the most out of your accounts with the Google Ads mobile app

10 Google Ads Optimization Tips and Best Practices for Search Campaigns 2020