SF Digital Studios offer over 30 hours of free and high-quality training on YouTube. This blog accompanies the video on Google Ads optimisation tips. Here are Uzair Kharawala’s top tips on Google Ads optimization

Display path

When a viewer sees an advert, they will see the associated URL above the text, usually in green. By default, this will show the regular URL. You can, however, add “path text” (up to 15 characters). If you do, Google will add the path text onto the end of the regular URL.

The advantage of doing this is that it gives the viewer a better idea of where, exactly, they will end up if they click on the ad. For example, if you sell clothes and shoes, then you can use the path text to show the viewer that they will be directed to a special offer on flip flops.

Ads best practices

Write your header in Title Case (i.e. capitalize the first letter of every word). Be very careful about writing whole words in capital letters as it looks like SHOUTING.

Make sure that you remember to tell the viewer what it is that you actually want them to do. Generally, you want to write this in positive terms e.g. “click here” rather than negative ones “don’t wait”. This is easier for the mind to process and saves space.

Make sure to tell the viewer why exactly they should click on your advert. Again, put this in positive terms.

It’s fine to have a special offer or free promotion. If, however, you are planning to charge, then make sure your visitor knows how much they should expect to pay. This saves everyone’s time and your money.

Ad Extensions

You can use extensions to provide your viewer with extra information. For example, you can:

  • Call out a special feature
  • Highlight a promotion
  • Give price information
  • Give location information
  • Provide a phone number people can call by tapping their phone screen.
  • Add a structured snippet (e.g. a list of features)
  • Add site links

Landing page best practices

It’s vital that your landing page loads quickly (on any device) and has simple and clear navigation. When your user lands on your site, the first thing they should see is a “short and sweet” attention-grabbing headline. This should ideally be accompanied by a hero image and video. There should definitely be one or the other.

The whole landing page should be about giving the user what they want. If possible, you should back this up with social proof. If you don’t have any direct proof about your product or service, then you could try finding relevant statistics. Your page should have one, strong, clear call to action.

Always keep checking that your landing pages are as effective and well-optimized as possible. Keep testing different headlines, offers, call to action etc.

Bid adjust

You can use bid adjust to vary your bid according to the device (e.g. desktop/laptop, mobile or tablet) and/or schedule. If you want to use bid adjust to manage your ad schedule, you’ll need to keep track of your ads’ performance over time to see if there are certain times/days when they perform better or worse than average.


There are two ways of designating your audience. These are “targeting” and “observation”. Targeting means that you only want your ads to be shown to the designated group. Observation means that you want your ads to be shown to everyone but you want to observe a particular audience. This might be so that you can make bid adjustments against it.

As a rule of thumb, you want to start by applying all audiences to your campaigns as “observation. You can finesse this later if you wish.

Negative keyword lists

Negative keyword lists are a useful way of making sure that you don’t waste your PPC budget on searches which you know don’t perform well. For example, say you sell shoes, but don’t stock a particular brand, for whatever reason. There’s probably no point in showing your advert to someone looking for that brand, so you’d add it to your negative keyword list.

Budget optimization

In general, the best way to get the value for your money is to allocate more budget to better performing campaigns and less to others

Uzair Kharawala live streams every week-day at 1600 hrs UK Time / PDT 1000 hrs / EDT 1300 hrs / CST 1100 hrs. This is your chance to learn how to improve your campaigns by asking him any questions you have about Google Ads, YouTube Ads, Video Marketing, Digital Marketing and much more. You can also learn more at the SF Digital Studios blog

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About Uzair Kharawala
Uzair Kharawala is the Co-Founder at SF Digital. He is a Certified Google Partner, is a Cricket fanatic and loves Photography.
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