Top Google Ads Tips for Effective Campaigns (updated on 05/02/2025)
- Oleh Nesterenko
- Sep 28, 2024
- 9 min read
Updated: Feb 10
Google Ads setup requires some strategic planning before you start working with it. If you have minimal experience, consider these tips to maximize your ad performance while maintaining a budget-friendly approach. Here are some tips to help you run effective Google Ads campaigns.
Part 1 - Setting up your Google Ads Campaign
Target Google Exclusively
When creating your ads, target only Google search and exclude search partners. This first move helps you avoid paying for potentially low-quality traffic, ensuring your budget goes further by focusing on the most relevant audience.
When creating a campaign, disable the options "Include Google search partners" and "Include Google Display Network." Your setup should resemble the screenshot below.
Start Small with Ad Groups
Let us briefly focus on the Ad Groups and Keywords with which you must work almost daily if you start the Google Ad campaign.
Advertising campaigns usually consist of several ad groups. When a user enters a search query in Google Search, an ad from the best ad group matching the search query will be displayed.
The next important thing to remember is that ad groups contain specific keywords. Usually, advertisers create several ad groups with different keywords to categorize similar themes or types of products/services, ensuring that ads are relevant to people's search.
In Google Ads, you first need to brainstorm the keywords you want to use for advertising. Then, you have to categorize the keywords and create ad groups. Finally, for each ad group, you must create ads with headlines, descriptions, etc.
Of course, working with the ad groups may be time-consuming, but there are many benefits to having well-organized ad groups. They allow for more precise control over bidding, budgeting, and performance tracking, optimizing the relevance and effectiveness of the ads within each group. By grouping related ads and keywords, you can create a more cohesive strategy that targets specific audience segments.
Once again, we want to highlight the importance of the keywords. Keywords are crucial in determining when your ads are displayed to users searching on Google. Keywords can be set to different match types - broad, phrase, exact, or negative - which determine the precision with which the keywords are matched to users' search queries, thus offering control over the reach and specificity of your ad display strategy.
Broad keywords are search terms that enable your ad or content to be shown about a wide array of related searches, including synonyms and similar phrases.
Phrase keywords are slightly more restrictive, ensuring your ad appears only when the search query includes the exact phrase or sequence of words specified, often with words before or after.
Exact keywords are the most specific and restrictive, showing your content only when the search query matches exactly, or very closely, to the keyword or phrase you've designated.
There is no point in creating many ad groups at the very start. Begin with one or two ad groups and monitor their performance before considering campaign expansion. This will allow you to fine-tune your strategy and gain valuable insights without stretching your resources too thin.
Please note that starting the campaign takes a lot of time. For example, the keyword research may last 5 - 7 hours. Further ad setup for each ad group will likely take the same time or even more. There is no point in doing such profound research when you are new to Google Ads and don't know what to expect. It is always good to learn by doing.
The better approach is to gradually increase the number of ad groups and keywords based on the incoming insights from the ad groups you start first. Google Ads and Google Analytics will provide information on how keywords perform and what exactly users type in Google before seeing your ad. It is essential to monitor the campaign's performance and, after two weeks, to actively begin the first profound changes.
Use Phrase Match Keywords
Use Phrase Match Keywords Opt for phrase match keywords with 3-4 words, like "Google Ads management services," to refine search queries to your business. This increases the chances of engaging users interested in your services.
Phrase-match keywords of 3-4 words, such as "Google Ads management services," effectively align with user search intent, decreasing irrelevant traffic. For example, a search for "Google Ads management services" suggests the user seeks professional assistance with Google Ads, identifying them as high-intention users. This targeted approach curtails ad waste by ensuring clicks stem from genuinely interested users, optimizing your advertising budget, and boosting conversion potential.
Phrase-match match type strikes a balance between the broad match, which can attract less relevant search queries, and the exact match, which requires exact keyword correlation and might limit reach. Phrase match ensures that the keywords appear in the search query in the precise sequence while allowing for additional words before or after, thus providing a higher likelihood of connecting with the right audience and enhancing the conversion rates.
The evolution of search engine algorithms and advertising strategies has led some marketers to question the relevance of keyword match types like phrase match. However, this approach remains valuable because it allows advertisers to prevent budget cannibalization and maintain ad delivery precision.
Avoid One-Word Keywords
Single-word keywords are often too broad and can drain your budget without yielding significant results. Instead, focus on multi-word phrases that better match user intent.
Limit to One Ad Per Ad Group
Each ad group should initially contain only one ad. This makes it easier to pinpoint what works and what doesn't, optimizing performance before introducing variations.
You can identify which aspects drive clicks and conversions with only one ad. This simplifies the optimization process, as you only have one data set to analyze, making it easier to tweak elements like ad copy or keywords. It also allows you to establish a performance baseline before introducing additional ads for A/B testing. Once you've gathered enough data and understand what works, you can introduce variations to further test and refine your strategy.
Craft Six Compelling Headlines
Create six engaging headlines for each ad. The first two should include your primary keywords. Follow these with a call to action, a feature of your service or product, and a benefit statement (e.g., "stop worrying, stress-free solution"). Add two descriptions that support these headlines, providing concise yet compelling information.
Example for Google Services Agency: Headlines:
"Expert PPC Advertising Consultant – Drive Results Now!"
"Affordable Google Ads Services – Boost Your ROI Today!"
"Manage Online Ads Effortlessly – Get Your Free Consultation!"
"Maximize Your Reach with Working Ad Strategies!"
"Transform Clicks into Customers – Stress-Free Solutions!"
"Get More Leads & Sales – Start Your Campaign Success!"
Descriptions:
"Win from effective PPC management. As an experienced consultant, I offer comprehensive strategies that match your business goals. From keyword research to detailed reporting, let's increase your conversion rates without breaking your budget."
"Are you looking for effective Google Ads management? My services focus on optimizing ad performance and maximizing your marketing investments. Work better with keywords, improve ROI, and watch your business grow with solutions designed just for you."
Choose a Max Clicks Bidding Strategy
Select "Maximize Clicks" for your bidding strategy rather than assigning a manual CPC (cost-per-click). This automatic strategy helps drive more traffic within your set budget.
Set a Reasonable Daily Budget
Begin with a daily budget of $10-$30. This range allows you to gather meaningful data without overspending. As you analyze performance, you can adjust your budget accordingly.
Weekly Data Analysis
Allow your ads to collect data over time, then review search terms once a week. Regular analysis helps identify which keywords and ads are performing well, enabling informed adjustments to your campaign.
Opt for Image Assets Over Sitelinks
Instead of adding site links, include image assets and a phone number in your ads. Visual elements can enhance engagement, while a phone number encourages direct contact, potentially leading to faster conversions.
By the way, the good news is that your phone number will not be shown. Google Ads often uses a "call forwarding" feature for call extensions in certain regions. This means they might replace your phone number with a Google forwarding number. When someone calls this number, the call is forwarded to your actual phone number, allowing call tracking data to be collected, such as the number of calls received through your ads.
If you use this feature, Google will ensure the calls are redirected to your phone number. However, the number shown in your ads might appear different to users.
Part 2 - Optimizing your Google Ads campaign
You've already set the foundation with your initial Google Ads setup (Read Part I). However, consistent optimization is critical to ensuring your campaign's efficiency and effectiveness. Below are advanced tips for optimizing your Google Ads campaign:
Identify Overspending Keywords
Analyze your campaign to find keywords consuming over 50% of your budget. If one keyword monopolizes your spending, it typically indicates it is too broad. Break it down into more specific keywords or long-tail variations. This tactic helps distribute your budget more evenly across numerous specific, high-intent keywords.
Analyze Traffic Type by Keyword
Run a search term report for each keyword to understand the type of traffic they generate. Eliminate or refine keywords that drive irrelevant traffic. This step ensures that your ads reach a more targeted audience interested in your offerings.
Incorporate Negative Keywords
Start adding negative keywords to prevent wasting the budget on irrelevant clicks. This way, your ads won’t appear for searches that aren’t aligned with your campaign goals, making your overall strategy more efficient.
Manage High-Spending Keywords Cautiously
If a keyword continues to overspend despite efforts to optimize it, consider pausing it temporarily. Do not over-prune your keywords, which could limit your campaign's reach. Balance is crucial in maintaining an effective keyword list.
Optimize Your Ad Copy
Review your ad copy regularly. If certain headlines appear too frequently without yielding good results, replace or tweak them. Adding words highlighting a value proposition, such as “free” or “50% off,” can improve ad performance and attract clicks.
Use Click Type Segmentation
Investigate clicks by type (such as clicks on your website link, phone number, etc.). This insight can help you understand how users interact with your ads and where adjustments may be needed to optimize performance.
Expand Ad Groups Gradually for Optimizing Your Google Ads
Start adding new ad groups slowly—one or two at a time. This cautious approach allows you to effectively manage and optimize a smaller set of keywords before expanding further. Focus on the intent behind each keyword to ensure alignment with your campaign goals.
Ensure Accurate Conversion Tracking
Confirm that your conversion tracking is set up correctly and functioning as intended. Accurate monitoring is vital for measuring the success of your campaign and making informed decisions about future optimizations.
Continued assessment and fine-tuning are essential to a successful advertising campaign.
Part 3 - Focus on Conversions in Google Ads
Transitioning from optimizing your initial campaigns to building a sustainable, long-term Google Ads strategy is crucial. This phase focuses on driving conversions and maintaining a high return on investment. Here are advanced tips for developing a long-term plan:
Understand Conversion Rates are Subjective
There's no universal standard for conversion rates. This metric is entirely subjective and depends on your unique business goals. Avoid comparing your conversion rates to arbitrary benchmarks. Your primary objective should be the return you get from your campaign, not just time spent on your site or button clicks.
Consistency with Phase 1 Strategy
When optimizing for conversions, don’t disregard the fundamentals from Phase 1. Ensure you're still attracting the right traffic and spending efficiently. Focus on acquiring high-quality leads rather than just increasing conversion metrics.
Meaningful Conversion Tracking
Avoid tracking superficial conversions like page views or "Add to Cart" actions. These metrics don't equate to real value as they don't guarantee a sale. Focus on high-value conversions such as completed purchases or submitted contact forms.
Caution with Competitor Keywords for Conversions in Google Ads
Using competitor keywords to generate calls might seem beneficial, but it can backfire. You end up paying for users initially looking for your competitors, often resulting in low-quality leads. It's a costly opportunity to pitch your options, and the returns may not justify the expense.
Be Wary of Performance Max Campaigns
Campaign types like Performance Max can deliver numerous conversions but may sacrifice quality. These campaigns might optimize for cheap clicks rather than valuable ones. If you prioritize high-quality conversions over quantity, this may not be the best approach.
Understand the Trade-offs with Conversion-Based Bidding
Conversion-based bidding strategies like Target CPA (Cost Per Acquisition) hand over control to Google’s algorithms. While these algorithms can optimize for conversions, you lose the ability to control specific aspects, such as bidding during particular hours or for specific devices and keywords. Weigh the pros and cons before implementing such strategies.
Avoid Micromanagement - follow tips for effective campaigns
If your campaign has been performing well for a few months, resist the urge to micromanage. Over-managing can disrupt a smoothly running campaign. Minor adjustments are fine, but avoid making drastic changes unnecessarily.
Learn from Failures
Experiencing failure is part of the process. Instead of starting over, analyze what went wrong. Sometimes, external factors could impact performance. Refining your existing strategy might be better than scrapping and starting anew.
Exercise Discretion with Google Recommendations
Not all Google-recommended features guarantee control or effectiveness. Broad match keywords, automated bid strategies, and responsive search ads can sometimes lead to a loss of predictability and control in your campaigns. Use these features judiciously.
Avoid Copying Competitors
Blindly following your competitors' strategies is not advisable. Their goals, budget, and target audience may differ from yours. Focus on what works best for your business rather than mirroring their approach.
Effective advertising is not about instant results but sustained growth and continuous improvement. Conversions in Google Ads are the top priority, often resulting from routine and thoughtful work.
