When it comes to advertising, Google is probably the best move you can make. Google will tell you that you don’t necessarily have to spend a lot of money to advertise, you just have to be smart about it. Regardless of what your advertising budget is, try to ensure it is being utilized and that you get the most out of your AdWords by ensuring that only relevant people are clicking on your AdWords campaign. This is especially since it’s a pay-per-click type of advertising. So to ensure your business improves and your AdWords campaign reaches your target market there are a few pointers you need to know right of from the start as advised by Users and Experts of Google AdWords.


Below is a summary of the top 10 tips from these experts to assist you in creating the best AdWords campaign for your business and ensuring you get the best out of it.

1. Have Goal Clarity

First and foremost you have to have a clear goal. This is the most crucial part of any search engine marketing campaign as it connects the seller to the buyer. Essentially, advertising is meant to increase sales not only creating brand awareness. So it is imperative that the advertisers identify what they intend their target market to do. Whether it is calling a phone number, completing a lead form or making a purchase online, the goal needs to be clear so that you know how to measure the results and check whether it is effective.

2. Ad creators should have in mind the target customer

When writing an Ad make sure that it attracts the attention of your market, increase interest of you customer and convince them that they want your product as well as lead the target audience to take action toward acquiring your product and finally, satisfaction should they end up selecting your site.

3. Never Mislead Customers

Do not mislead the customer! This cannot be emphasized enough. It is very important that when a customer clicks on your ad that the landing page is entirely relevant to what you were promoting and that the relevant queries have been displayed. Most businesses make the mistake of directing the customers to their homepage in the hope that the customer will ‘look around’ and find what they were looking for.

4. Including negative keywords.

Negative keywords allow you to exclude certain keywords from your campaign. Your ad will not appear in search results for these words. If your business has a similar name to something unrelated to your product or service, for example, this tool can be beneficial to ensure your ad is being seen by a relevant group of people, thus increasing your conversion rates for the kind of site traffic you actually want to drive and improve the Quality Score of your Google AdWords.

5. Adverts Targeting

For a successful AdWords campaign you need to have a market specific targeting strategy. For keyword targeting, incorporate all three types i.e. broad match, phrase match and exact match. It is advisable that you make use of Google’s targeting criteria which can help you reach you target audience. For instance if your business and its services are only in London then have your ads run in that specific geographic region. One can also target websites that are related to your business to place your ads in.

6. Networks and Devices.

You can then customize networks and devices that you want your ad to be placed on. There are options when selecting the networks and devices on which your ad will be displayed. They include: Google search, Search partners, Display network, broad reach, specific reach and devices. While considering devices, do not overlook mobile phones. It is important that you use mobile preferred ads because they allow for mobile specific call-to-action (Try now, download now, learn more) which speaks directly to the cell phone users as well as customized messages thus creating a constructive user experience.

7. Continuous Testing.

For maximum outcome from you AdWords campaign it is necessary to continuously have tests to assess their effectiveness. These tests should span the whole funnel from keyword identification to which ad copy to use and design of landing page as well as email marketing campaign. They should not leave anything out and should be systematic. Repeat the test until you find which ad variation gets you the lowest cost per click, the best clicks, the most clicks, the highest number of conversions etc.

8. Conversion tracking implementation.

It is critical to set up conversion tracking. It may be a lead a sign up or even a purchase. It is important to note which keywords are resulting in a sale or optimizing an increase in the account. It would be difficult to trace and promote successful keywords without a proper tracking being in place.

9. Tweak and Monitor your campaigns.

AdWords setting can be altered throughout the duration of each campaign and you might as well make good use of it. To maintain a good ad campaign, tweak and monitor it regularly. It will be extremely helpful in eliminating keywords that are ineffective and replace with the keywords that have better results. For this to be a reality in your business, you need to make search term reports your ‘best friend’

10. Tying your conversion tracking to Google analytics.

Make good use of Google’s re-marketing feature.  When correctly configured, smart lists has the ability to track you website visits and identify most likely converts. It also gives data back into the AdWords to be used in the AdWords campaigns.

In summary, for a successful Google AdWords campaign, set up a good strategy, do some research, invest wisely and keep revisiting and reviewing everything. With marketing it never stops.

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