Don’t Listen to Google and 9 Other Google AdWords Tips to Increase ROI

4. Create eight sitelinks per campaign. Sitelinks — or hyperlinks to website subpages that appear under certain Google listings to help users navigate a site — increase your real estate for free, said Shikhman. Each sitelink must have a different landing page url than your ad and other sitelinks.

5. Use free trials and account reviews. “Most agencies will let you try their services or software for free for 30 days,” Shikhman said. “Take advantage of that.” During the trial periods, “make sure to check your account every day and ask as many questions as possible.” What’s more, many agencies will review your AdWords account for free and provide tips during conferences, so look into that as well, Shikhman advised.