12 tips for creating an effective Search Google Ads (Adwords) campaign

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Creating a Google Ads campaign (formerly known as Adwords) on the search network can be as profitable as it can be.

Ads displayed on Google have become a necessity for both users and merchants today. With the increasing complexity of search engine optimization and the increasing competition in all industries, displaying Google ads in search results has become a great opportunity for any online business.

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But first … what is a Google Ads campaign?

An ad campaign that appears in Google search results is a search campaign. Ads look like natural search results and include at least a title, description, and URL.

They’ll appear at the top and bottom of organic search results, and only when the searches (keywords) you’ve selected are complete. Google ranks these ads on the keyword and ad quality determined by each advertiser’s bid.

Creating a Google Ads campaign is obviously very simple:

you create a campaign
you set a budget
you create an ad group
you add keywords related to your bid to this group
you write ads with a title, description, and landing page
And voila!
However, you can imagine, or already know, that there is fierce competition between advertisers and that achieving successful results from your Google Ads campaign is not automatic. A grain of sand on your advertising campaign machine can burn your entire budget. For example, if:

your campaign is incorrectly configured
the keyword is selected incorrectly
your ads are poorly written
your landing page does not match what the Internet user is looking for
To create an effective Google Ads campaign, all parameters need to be optimized for profitability. Your ad campaign is poorly calibrated and brings unclassified traffic to your site, leaving it so early. You pay for unnecessary visits!

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But why would you run a Google Ads campaign?

Because when done and treated properly, it can significantly improve results! A Google Ads campaign running on the search network can help you achieve several goals:

Improve your online visibility
Attract more visitors to your website
Get new leads
Sell ​​your products online
A Google Ads campaign is a great way to make your website visible during your online business, such as a launch, a promotional campaign, or high activity.

It is also a traffic channel that complements other channels such as search engine optimization, social networking or partnerships with industry players. Google Ads is part of your digital communications strategy as an extra way to achieve your goals, but it shouldn’t be the only one.

Okay, so how do you create a working Google Ads campaign?

I will try to explain this to you in this article. Here are some tips for effective placement in Google Ads, from building a landing page to conversion tracking and managing your Google Ads campaign.


1. Create an effective landing page
2. Set up your Google Ads campaign correctly
3. Choose the right bidding strategy
4. Segment your ad groups
5. Use the right types of keyword searches
6. Exclude the word keys
7. Write relevant ads
8. Push into action
9. Use ad extensions
10. Use audiences
11. Create a measurable Google Ads campaign with conversion tracking
12. Manage your Google Ads campaign regularly.

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1. Create an effective landing page

The landing page is the webpage where people who click on your Google Ads ads end up. This is the first thing to be optimized and certainly the most important before even setting up an ad campaign. If possible, consider this step when creating your business website.

A full Google Ads campaign will cost you money if your visitor’s location is disappointing.

Picture this: you see a great announcement about your new store in a city that promises a good product. Curious, you go there and the store is turned upside down. You leave immediately and you will not come back!

Provide the landing page in accordance with your purpose: sell the product, visit the main page, fill out the contact form, etc.

Prioritize your information so that the navigation path is logical and efficient. Create a landing page for a profitable Google Ads campaign:

with pleasant navigation
fast charging (less than 4 seconds)
suitable for tablets and smartphones
including a clear and visible call to action.

2. Create a Google Ads campaign with the right parameters

Before starting your campaign, after creating your Google Ads account, adjust your parameters based on your goals, objectives, and resources. Pay special attentions to the following parameters there.
You can show your Google ads on computers, tablets and smartphones, but not all devices may be suitable for all businesses, people or items.

With Google Ads, you can increase or decrease your bids based on the fields you submit. You can also exclude devices from shipping by setting your bid to 100% off.

If your goal is to receive calls, you’d rather encourage smartphones to contact you through advertisements.

If you want to increase sales, I recommend focusing on computer distribution.

Despite the fact that mobile traffic now makes up about half of the network traffic, the computer is still the most important device for making a purchase. While we often search for information on our phones or search social networks, we rarely pull our credit cards up when we are on public transport or at work.

Geographical areas

If the goal is to create a Google Ads campaign for a specific geographic area, show your ads where the goals are or are of interest.

For example, if you are promoting a festival with a regional dimension in Bordeaux, it may not matter if your ads are showing throughout France if you want to optimize your budget and conversion costs.

The broadcast schedule

Google Ads allows you to place your ads on certain days of the week and at certain times of the day. Put yourself in your target audience’s shoes and ask yourself the best times to offer them your ads.

For example, if you want to make your ads visible to HR managers, avoid broadcasts on weekends or at night, but rather when they’re in the office. This will allow you to optimize your budget and focus your spending on the most interesting time periods to reach your goal.

The start and end date

Consider setting an end date for your campaign that matches the offer you’re advertising on Google.

Imagine creating a Google Ads campaign to highlight a special weekly discount on all products on your ecommerce site. With no end date, you may be attracting visitors after the deadline and thus people arriving for something they can’t find on your site. They will leave it too soon, and you spent in vain.

3. Choose the right bidding strategy to create a profitable Google Ads campaign

When you create an advertising campaign, Google Ads allows you to choose between different automatic bidding strategies based on the chosen item. These auto bid strategies have two advantages:

They prevent you from setting up an offer that doesn’t meet your goals (like a CPC-based manual bid strategy).
They rely on your goal, budget and competitions to optimize costs in real time.
So, choose the right bidding strategy for your goals and priorities:

Improve visibility: Prioritize your targeted impression share
You want to create new sales: choose to maximize conversions
You want to get more traffic to your website – maximize clicks
Optimize your CPA by basing your campaign on a CPA goals strategy.

4. Segment your ad groups

Ad groups are the keyword groups that you select. The ads in this group will appear if a user searches for one of these keywords while your campaign is active.

Unlike your site’s natural referral, which specifically improves by creating SEO blog posts and acquiring high-quality backlinks, but doesn’t give full control over the searches you see, you determine which searches your site should provide to internet users .

To find your keywords, start by making a list of words that are important to your business. Then use the Keyword Designer to get new ideas. You can also track the keywords used by your competitors and use tools to help you get keyword count and competition like Ubersuggest.

However, don’t add all resulting keywords to an ad group!

The key to building a profitable Google Ads campaign and generating qualified traffic is relevance.

The closer people search to your ads, the more likely they are to click and buy your products or services.

Group keywords from the same semantic field into the same ad group and separate the ad groups. This allows you to create ads that are close to the user’s searches and maximize your chances of attracting potential customers. For example, if you’re promoting tours of varying lengths in the Tour du Mont Blanc guide, consider classifying groups based on internet user research: 3 days, a week, 14 days, etc.

Without it, you could show irrelevant ads to internet users and waste your budget.

For example, if you’re selling products on your ecommerce site, separate the keywords into groups:

Possibly with more specific groups if your offer is very fragmented. Follow these steps to create an optimized Google Ads campaign by creating groups:

Evening shoes
Mountain shoes
This way you increase your chances of delivering and selling the right content to the right person.

5. Use the right type of keyword matches

What are keyword match options?

First, here’s an explanation of the keyword options you can choose when creating your Google Ads campaign and its ad groups:

Broad match: This is the default search type. For a broad match keyword, your ad will be triggered by searches that include variations, synonyms, misspellings, and other words. For example, if your keyword is “Mug”, your ad might show for “mugs”, “buy cheap mugs”, “mug”, “mug decorating guides”, and so on.

Exact Phrase: If your keyword is an exact phrase, your ad will appear when very similar variants are searched and when web users’ requests include words before or after, but not in keyword terms. For example, if your keyword is “men’s running shoes”, your ad might appear when a user searches for “red men’s running shoes” but not “men’s road running shoes”.

Exact keyword: Your ad will only appear if someone searches for your keyword or if it contains a similar variant and / or functional word (for a word, from, to, etc.). For example, the keyword “women’s hiking jacket” triggers the transmission with the search phrase “women’s hiking jacket”, but not the word “women’s green jacket”.
Editing a broad match: Editing a broad match is a tool that lets you specify that your ad will appear when a search query contains a term, regardless of before or after. For example, the modified keyword “seat” will trigger a search for “create a seat”, “buy a seat”, “a cheap seat”, “a seat in a shop in Bordeaux” and so on.
Taxonomy of keyword match types in Google Ads

Keywords have different flags depending on the type of search:

Broad match: keyword. Example: shoes
Exact phrase: “keyword”. Example: “shoes”
Exact keyword: [keyword]. Example: [shoes] Edit broad match: + keyword. Example: + shoes

What keyword options should you use in your Google Ads campaign?

To check your budget, I recommend that you never use the default type, broad match. In this case, your ad will appear for a number of terms that are not relevant to your purpose. When I manage Google Ads campaigns for the clients of our communication agency in Toulouse, I never find this match among the most profitable.

Create a profitable Google Ads campaign by starting with a large search modifier for a small keyword list with no unnecessary keywords. This allows:

to show your ads for searches you haven’t thought about yet
get new keyword ideas by examining your search terms
Exclude unnecessary keywords that you haven’t considered by looking at the search terms that triggered submission.
I recommend that you do not use the broad match editing for keywords consisting of only one term, but for two or three. For example, if you are running ads for a high quality car cleaning service in Lyon, include your ad group with keywords like these:

+ cleaning + machine
+ washing + machine
+ maintenance + car
+ service + cleaning + car
+ business + cleaning + car
+ cleaning + car + leather

For example, don’t avoid showing a keyword + laundry or + activity + maintenance.

In the negative keywords list, you can also add the following keywords, for example:

and so on

If your Google ads are very narrowly targeted, you may want to consider specific options for phrases and keywords, but they may prevent them from appearing in searches that are useful to you and you will miss opportunities.

6. Exclude keywords

No matter how careful your keyword list is, there are sure to be keywords that you should exclude (unless you’re just using the exact keyword match type and then again).

You can make a profitable Google Ads campaign by preventing your ads from showing when you perform unnecessary searches. For example, if you integrated the keyword + table + coffee + wood, your ads might show when a user searches for ‘how to make a wooden coffee table’.

Exclude terms that may incur unnecessary costs. Some examples:

turn into
Like it? ‘Or what
When running an ad campaign, regularly check the search terms that led to your clicks and remove any words that are not relevant to your offer.

How do you identify terms you are not interested in?

First, you can remove the obvious. You can then view statistics for your Google Analytics account for each keyword. If some have a particularly high bounce rate or very low uptime, it is possible to delete or edit them.

7. Write relevant ads to create an effective Google Ads campaign

Time to get back to writing your ads! First, keep in mind that Google Ads sets some editorial rules:

At least two titles (up to 30 characters each)
At least one description (up to 90 characters)
Landing page
Create effective Google Ads on the search network Relevance is key (this is important, so repeat).

Your ad should be as close to an internet user’s search query as possible to attract them. If possible, include your keywords in the ad title. Stop in the shoes of an internet user and give him the important information you are looking for.

Do you want to buy an exercise bike?

Ad title must include an exercise bike! Keep it simple and effective. Your titles are short and must be clear.

Don’t lie in your ads or in beautiful reality. Many advertisers lie in their ads to get more clicks, but this is completely harmful because if a user doesn’t find what they clicked on your site, they will soon leave and you will lose money.

For example, don’t include any non-existent advertising campaigns in your ads or think about the features of your products – if it’s not organic or made in France, don’t say it!

To write relevant ads, they need to get them to answer a problem the person is trying to solve by going to Google. For example, if they are looking for a short search engine optimization training course in Toulouse, your title might be “SEO Training Toulouse | Toulouse, April 5th”. Simple and clear.

Highlight your strengths and the added value of your offer compared to the interesting internet users of your competitors: personalized, flexible, guarantees, low prices, etc.

Write multiple ads (at least 3) for each ad group to identify the ads that generate the most interest and have the highest click-through rates.

It is also possible to integrate a third title and a second description, which are very useful for providing additional information and ensuring consistency in user research.

8. Encourage action

Create an effective Google Ads campaign by engaging your ads. Ask people to take action by clicking on your ad and promise it will solve their problem.

If necessary, start with ad descriptions to encourage clicks and explain what they should achieve:

Learn to master HTML and CSS with an expert to build effective websites. Within three days, Web2000 will teach you how to design, create and maintain a successful website!
Go on an adventure with Trek 2000 and take the Tour of London with your family this summer! Our passionate counseling agency follows and arranges a 7-day trip.
Give your interior a unique style with our custom wooden tables. The Super Menuiserie designers create the wooden table of your dreams.

9. Use ad extensions

Ad extensions are other things you can (and should) include in your Google Ads ads. In particular, they allow you to:

your ads take up more space in the SERPs and are therefore more visible
provide more information about your bid for more relevant ads
encourage more internet users to take action

Which ad extensions should I use?

Depending on the purpose, some ads are consistent while others are unnecessary. Below is a summary of the key options you can choose when creating Google Ads.

Plug-in teaser

Create a Google Ads campaign with larger ads using Attention Text Extensions. These are additional text spaces of up to 25 characters that appear after or below your ads. This is a good place to showcase additional services, describe your practices, or show the added value of your products.

Site code snippet extensions

Site snippet extensions further define your offer by highlighting some aspects. You can indicate different types of brands, models, services, articles, styles, etc.

Sitelink Extensions

These extensions allow you to view other links to other pages on your website. These are all new calls to action.

But be careful not to make the mistake of a classic beginner! Your Google Ads campaign has a goal, and your ad must lead to a specific action. Therefore, don’t include secondary links in your website content that has nothing to do with the primary purpose of your ad.

For example, if you are promoting a specific course, you can include links to the course syllabus or enrollment form, but you will not send them to a list of all courses. This could interfere with the message you are trying to send.

Call and SMS extensions for Google Ads campaigns focused on lead generation

You can view a phone number with call extensions. On mobile devices, internet users just need to click on it to make a direct call. You can track the number of calls to this extension directly from Google Ads by setting up conversion tracking. This extension is very useful if your goal is to create a Google Ads campaign to generate new leads.

The SMS extension is only distributed on mobile phones and is also very useful in Google Ads campaigns aimed at creating contacts. When a user clicks on it, it sends a pre-written text message, such as “I want more information about your service”. A very practical way to collect lead.

Price and bid extensions for Google Ads campaigns on e-commerce sites

These are two extensions that are particularly useful for ecommerce sites.

With the price extension, you can display the price of multiple products (minimum 3) directly in your ad.

The offer extension allows you to indicate the current offer on your site and its conditions (discount code, discount in euros or as a percentage, end date).

10. Create a Google Ads campaign that uses audience

Google Ads makes your listing visible based on what web users are looking for, as well as who they are. When you create or test a Google Ads campaign, you can integrate audience data.

There are different types of audiences, here’s a description from Google:
You can target these audiences in two ways, at the campaign or ad group level:

Observation: This is how statistics about the observed audience (CPC, CTR, etc.) are obtained.

Targeting: Show your ad to a select audience.

When creating a Google Ads campaign, I recommend including recommended viewers to learn more about metrics, so you can see if one group is more or less interested in your ads than others.

11. Use conversion tracking to create a  Google Ads campaign

When you create your account and before creating your first Google Ads campaign, connect it to your Google Analytics account. That is done through “Tools & Settings”> “Configuration”> “Linked Accounts”.

This allows you to see user behavior from ads on your site and make better decisions than just using Google Ads numbers. Let’s say your ads have a very high click-through rate, but you don’t know if your bounce rate is high or low. Can you tell that your Google Ads campaign is working?

Also set up conversion tracking (Tools & Options> Statistics> Results). This allows you to track the results directly from the Google Ads campaign dashboard and compare them to the results recorded by Analytics and your website.

Statistics on what is happening on your site are essential for the management and optimization of your Google Ads campaign! You need to know what web users are doing on your site (number of page views, time spent, downloads, filling out the contact form, bounce rate, etc.) to make the right choices.

12. Manage your Google Ads campaign regularly

Creating a Google Ads campaign is great, but not enough. You have to manage it very regularly by checking your results and adjusting various parameters so that your ad can always be optimized. Running a Google Ads campaign without complying with it guarantees that sooner or later you will lose money.

Measure Google Ads and Analytics results to see what’s happening with your ads and site.

Try new things based on your findings by adding or removing keywords, changing match types, editing your ads, and changing your descriptions. Try to find the best ways to achieve your goals. But be careful not to jump to any urgent conclusions: 10-click statistics don’t describe performance!

Constantly restore the different components of your campaigns: keywords, auctions, extensions, devices, distribution areas, calendar, etc.

In summary, you can create a Google Ads campaign by finding the most effective path to your goal!


I hope this article will help you create your first Google Ads campaign or offer you new ideas to improve the campaigns you already use. If you have a comment or question, leave a comment, we’ll be happy to read and discuss with you!

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Umesh Choudhary