Make the Most of Your Adwords Campaign: Google Adwords Best Practices

Christopher London
Dec 6, 2018 · 8 min read
Adwords Best Practices to Dominate Google with a Positive ROI

Do you want to make your Adwords investment count? If so, use the Adwords best practices found here.

If you’re trying even the slightest bit to earn profits online, you need to get familiar with AdWords.

Why? Because you can’t afford to rely on organic search alone — especially if you have new site.

The Good news…

You can dominate the Top of Google Search using Google Ads!

Now referred to as Google Ads, it’s one of Google’s best offerings to marketers. With a lot of functions, it’s an easier and more efficient way for marketers to target consumers. The search engine company even releases constant updates to make it more effective.

However, it will only yield consistent results if you know how to use Google AdWords effectively.

I understand that it might get confusing for some people, sometimes their updates confuse me too.

That’s exactly why I’ve gathered the AdWords best practices in one place.

Read on to find out how you can maximize the use of AdWords.

Start enjoying higher click-through and conversion rates by mastering the tips below.

1. Try the “Search Network Only” Campaign First

AdWords has many network campaigns to choose from. Still, I recommend going for the Google Search Network first.


The search network includes search-related websites, including Google search sites like Maps and other websites and Shopping Channels are featured when “Display” is selected.

Again, I recommend starting with Search Network only. If you have Display Network selected your impressions and ad spend are going to go way up and it’s going to be a LOT more difficult to get on top of effective search queries.

Google Adwords Search Campaign

In this network, you can launch different types of ads.

You may choose to publish text ads, dynamic search ads, and call-only ads. You may also include shopping and media ad displays.

Although the other networks have a wider reach, thus getting you more impressions, it’s best to test out the AdWords platform first before moving on to more advanced options or broader audiences.

More impressions don’t guarantee a higher click-through rate and more conversions anyway. See first how your ads perform using extremely targeted phrase match keywords paired with specific ad variations, and then try them out on a bigger network.

2. Find the Right Mix of Customer Demand and Competition

You must select a keyword with considerable customer demand. If there’s no search volume, then there’s no point in bidding for that keyword since no one will see your ads anyway.

You should also consider the intent of that keyword.

  • Does a person searching for the keyword want to buy the product or service?
  • Is it possible that he/she is only researching with no intention to buy?

The competition for that keyword is also a huge factor.

You might be competing with big brands over that keyword, which means your ad might not perform well. The cost will also be higher, so you must take into account your budget as well.

The good news is that AdWords’ Keyword Planner is a huge help for your keyword research. You may use other digital marketing tools for a more advanced planning, however.

For instance, if I were a massage therapist looking for new customers in Portland, Oregon I could get some very accurate estimates on what kind of traffic, CTR and ultimately estimated ROI based on an initial list of keywords.

Google Adwords Forcast

3. Write Current Ads

How does an ad stay current?

You may include recent events in your ads, such as holidays or special occasions. This will let people know that your products and services are up-to-date.

You may also include recent events related to your business. One trick is to include in your ad how many customers you’ve served in the last month if applicable.

Did your pest control company fumigate 565 homes last month? Include that in your ad copy, saying something like, “Made 565 homes bug-free in October.” Test this out and see your CTR and conversion rate improve.

4. Be Specific with Your Ads and Write the End Goal

One way to do this is to write it with the end goal of the consumer in mind. Think of what a customer is trying to achieve when they search for something.

For example, you have a bid for the keyword “lose belly fat.” You’ll then have to think of a headline knowing the end goal of a user who searches for this keyword. In this case, the end goal is obvious: the user most likely wants to lose belly fat.

With that in mind, your headline shouldn’t be “Dealing with a Huge Tummy?” or some sort. Write something like “Lose Your Belly Fat Fast with This Product.”

At the same time, you have to be specific as to what is your exact offering. Are you offering a medical service, advice, or pills?

If you want to include other information, such as a number; be specific with the figure too. Don’t say “Over 1 million proven ways…” Write “1,567,526 proven ways…” instead.

5. Build Local Campaigns

Localize your ads even when you’re a national company. This shows prospects them that help is right around their corner.

If the areas you’re servicing includes San Francisco, include the city in your ad copy. Say something like, “best accounting services in San Francisco.” Don’t hesitate to use other geographic-specific keywords.

What I really love about local search ads is that when tied to your Google Business listing, your ads show in the local search pack — and in maps too.

Better yet, include a local number for residents there needing help. Even if you have an 800 number, take the time to use a local number for each area you’re servicing. This lets you look more approachable to people, which might be the key to higher conversion rates.

6. Schedule Your Ads

Most advertisers know that one of the Google AdWords best practices include running an ad only when it’s beneficial for them.

You can make the most out of your campaign by running it only at a certain time. For example, your business opens at 8 AM and closes at 5 PM.

You won’t want to run it at midnight when people are more likely to be looking at businesses open at that time. If they call you and no one answers, you might leave a bad impression.

If your target market is most active during a certain timeframe, then it makes sense for you to run your ads during those hours. Doing this, you’ll get higher quality clicks and higher conversion rates.

7. Use AdWords Extensions

Google Ad Extensions

What they do is they make it more inviting for a potential customer to use your service. You can lay out almost every information they want. All they have to do is to click a button to message you, buy a service, or find specific details.

In fact, adding extensions will get Google to like you more. The search engine giant only wants the best search experience for its users. It’s more likely to display search results and ads that cater more to their interests.

8. Evaluate the Performance of Your Ads

For this reason, you have to evaluate how it’s doing after some time. You may find that you need to raise or lower your keyword bids depending on your conversion rate. You may also see that you’re getting clicks but not getting conversions.

Knowing the performance of your ads will then allow you to determine why or why not they’re working.

For example, you’ve concluded that while your ads are doing good, your landing page is the problem. You’ll then be able to adjust as necessary and then optimize your landing page.

9. Always Test Your Ads

Learned of a new campaign strategy but not sure if it will work for you? Well, you won’t know the answer until you test it.

Remember that you won’t be able to predict an ad’s performance based on how well it worked for others. You’ll only be able to find the best Google ads strategies for you — and the worst — by seeing their performance for yourself.

Keep Learning about AdWords Best Practices

If you have more questions about AdWords and eCommerce in general, visit our blog regularly. You can reach me at Pixel Productions Inc with any questions about the best Adwords or eCommerce solutions for your business!

Christopher London

Written by

Chris London, Owner/Marketing Director for Pixel Productions Inc, is an expert in brand building, Ecommerce Development, and online marketing.