4. What are the steps you would take to optimise your Google ads? “When optimising Google ads, it’s very important to get into a routine. Mistakes can be very easy to miss if you don’t look too often. You should aim to spend half of your day optimising your ads and reviewing performance and spend. If you put enough time and effort in, you’ll get good rewards!” “Always be on the look-out for out-of-date content and ad copy. I’ve seen companies run ads with last year’s date on them, or with seasonal offers that aren’t relevant any more. It looks bad and it’s a waste of money, as very few people will click on those ads. That shows the importance of constant optimisation.” 5. What’s your process for A/B testing your Google ads? “Don’t be afraid to test and play around with your Google ads. You can create a contest between your ads, to see how effective they are.” “What I do is, I choose an ad that’s doing well - I call this the ‘champion ad’. Then I’ll have a different ad, called the ‘competitor ad’, running alongside it, with alternative images and keywords. I’ll have them both running at the same time for a month. Whichever ad does better is the one I’ll carry on using.” The Inbound Marketing Playbook / 18