Serious budgets tend to be involved when looking to create the kind of widespread brand awareness and buzz required to heighten consumer interest and lead to mass conversions from searches, and when big money is involved, mistakes can be very damaging.

There are hundreds, if not thousands, of tips and strategies to improve your AdWords performance and ROI. A search for “improve adwords” on Google returns over 1,760,000 results. Most of these tips however, are not rocket science and almost all boil down to a focal understanding of the three most important aspects of any AdWords campaign.

1.) Keyword Selection
Of course, every single keyword related to your brand, products and services should be in your AdWords account. However, keyword expansion must also focus on all the obvious, and sometimes not-so-obvious, secondary terms. There are generally endless long-tail phrases that should also be covered to lower costs and improve conversion rates, but expecting to identify and bid on every single one is just not feasible. Your goal simply put, is to cover as many phrases as you feasibly can.

2.) Ad Copy
You must test, test, test and re-test your ad copy to identify the best performing ad text and maximize your ROI and CTR. This is not a test and forget it process either. You must be aware that over time perception changes, the competitor’s ads around you change, and even your underlying goals may shift. With every change in your market comes more testing.

3.) Landing Pages
As important as the ads themselves are the pages the lead to. You can have a high CTR and low ROI because your landing pages fail to convert the visitor once they get to your site. To achieve the best possible ROI you must test your landing pages enough to know what works and keep trending in the right direction at all times.