How to Get the Most Out of Google Adwords Campaigns

Posted by: Chris Marentis

How to Get the Most Out of Google Adwords Campaigns


Companies are spending more and more on paid search campaigns. They can draw a lot of customers to your business, but if you’re not careful, they can cost you more than they’re worth. Fortunately, with a few simple steps, you can make your Google AdWords campaigns stronger.


Use Google’s Customization Tools

When you set up a Google AdWords campaign, by default you’ll have a standard account; however, you’ll have more options—and more success—if you select “All features” under the Settings tab. Although it might seem better to include several variants of the same keyword, you’ll likely get more clicks if you include only one version of each keyword. Instead, include a variety of distinct keywords. Try to think of as many words as you can that relate to your company and what you do.

Also, you can change the ad settings so that all of your ads rotate. That way, web users will see all of your ads, regardless of how they’re performing.

Improve Your Ad Copy

Keep your competition in mind when you write your ad copy. What sets your business apart from theirs? Offer information in your ad that will make you stand out from your competitors, whether it’s an offer, a review or some shocking stats about your company.

Like print ads, billboards, or any other type of advertisement, your paid search ad needs to have some sort of a call to action. Otherwise, it will be much more difficult for people who engage with your ad to make a purchase. Even if it’s something short like “Buy Now” or “Save Now”, a call to action will make your ad much more effective.

Optimize Your Ad For Mobile

As you probably know, a growing number of users are searching the web from their mobile phones. To reach these potential customers, you should change your preferences so that your ad defaults to mobile devices with full browsers. You’ll save money by adjusting your mobile bid, but you’ll need to remember to change your ad copy to fit the mobile format.

Target By Location

As always, we in the local internet marketing industry recommend that businesses target specific locations based on their audience. You can do this with Google AdWords by making adjustments to your custom settings.

Use Data To Improve Your Ads

Make sure you’re using the ad result data that Google provides to make your ads even better. Try to figure out what makes some campaigns wildly successful and others disappointing.

Check out our Google guide to learn how to use Google’s other resources to improve your web marketing.

Like almost anything that’s worthwhile, with Google AdWords, you get out of them what you put into them. With a little extra effort, your AdWords campaign can be a hit for your business.

Chris Marentis

For nearly three decades, Chris Marentis, Founder and CEO of Surefire Social, has been responsible for driving innovation and sales growth for large media and e-commerce brands as well as start-ups. With a long-history of counseling local businesses about their marketing efforts, Marentis provides insight on what it takes for small businesses to succeed and thrive in today’s evolving digital environment. His notable career includes creating the foundational blueprints for online marketing, e-commerce and content branding for AOL’s Interactive Marketing group, where he served as Senior Vice President. While CEO of Clearspring Technologies, Marentis developed one of the most widely adopted venture-backed Web 2.0 technology platforms. Marentis is a frequent speaker at local digital marketing conferences and a contributor to SMB and technology-focused publications.

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