Ad Optimisation, Place Your Ads. Enjoy The Returns.

  • Author: Alistair O'Sullivan

More than just an Ad…

Ask yourself, is it important to learn about Ad optimisation?


In this day and age, businesses are using ads across all platforms to promote themselves and brands. In addition, this is now becoming more apparent on social media and this is where most people spend their free time.

The correct ad optimisation helps you make the right impression on your audience and optimises the rest of their conversion journey. They should stand out so the visitor feels compelled to click them. Thus boosting ROI!


Search ads: Search ads are generated by search engines. For example after a user types in their search query on Google. The ads are user prompted and should be created based on traffic requirements; done through SEO but primarily through PPC or paid advertisement. 

Display ads: Also known as banner ads, appearing on websites that a user is browsing online. Whilst prompted by the user’s search history and online behaviour. CRO campaigns use display ads to call back lost visitors to help their new marketing strategy.

You can target your ads using four variables: Location, Time, Date and Device type they are using. Using these individually or altogether can allow you to concentrate on the traffic you are aiming for. 

How to improve Ad optimisation 

Its is more than just using an ads and hoping for the best. Ads need to be implemented strategically to get the best optimisation and ROI from them.

Have you ever noticed how relevant products you were looking at suddenly show up on your social media in the form of text or a video? That because brands and search engine relay information with either thus driving traffic to the brands products. For example, able to target PPC ads using a variety of variables. You can increase your bid amount to improve the chance that your ads display. 

Paid Search lets you improve your return on investment by optimising your campaigns for specific audiences, which are the people who have visited your website before. First, you create a list to define the audience based on actions people take on your website. Dynamic written text allows you to insert specific keywords into your ads, then send customers to specific landing pages.

There are certain steps to take to start using dynamic text, or dynamic keyword insertion, in your search ads. Reporting helps you review your performance, and other tools help you improve upon what you have learnt from reports. Therefore, this allows for a greater strategy. Data is one of the most powerful and important assets you have! 


Things to consider

Your ad should have a good user experience. A good ad user experience involves:

  • Relevance: Is the ad relevant to the audience it’s being shown to. For example, would have a car dealership ad on a fishing website? 
  • Efficiency: For display ads to be efficient, their images or other media need to load properly. Efficiency regarding search ads refers to the optimum use of ad extensions and making it as easy as possible for users to understand it.
  • Non-intrusive: They shouldn’t disrupt what the user was doing because this decreases the chances of them clicking on your ad. Don’t automate play functions for your video and audio ads because all they do is startle the potential customer.
  • Legible: The ad copy you use should be easily understandable by users.

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