You may have noticed that Google makes it easy to set up an Google AdWords campaign, but not so easy to get a return on your investment in pay-per-click. There are a lot of levers you can pull in your AdWords campaign to influence results. Here are eight ways to optimize your Google AdWords campaign for better ROI.

1. Know Your Target Audience Google AdWords Profile

Knowing your target audience, in the context of Google AdWords, goes beyond maintaining a list of demographic parameters that describe the identity of your customers. You also need to keep in mind one important question – how is my audience using Google? Trying to get a feel for their behavioral patterns and letting that behavior inform your selection and use of keywords will give your Google AdWords campaign an edge over your competition.

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