15 tips for setting up Google Ads.

Google Ads is a “pay per click” advertising campaign. AdWords Ads are displayed at the top and on the bottom of the page along with organic search results when someone searches Google using a relevant keyword.

You can create and have your Ads live in a very short space of time. Here are 15 tips to help you get underway.

1. Start by getting your website in good order. Your site needs a “privacy policy”, “terms and conditions of use” and a “contact us” page, all linked from your homepage. Ensure your site’s navigation is easy to use and that you don’t have any broken links.

2. Link your Ad to the relevant landing page. Don’t just link to your homepage. If your Ad is for a specific product, link to the page on your site which promotes that product.

3. Ensure your keywords relate to your website.  If Google decides that your keywords are not relevant to your website then it won’t display it. 

4. Have the Ad text relate to your keyword. Ensure that the exact keyword or phrase is in the Ad heading as well as once in the Ad body text. Google highlights in bold the searched keywords in the Ad. Keywords highlighted in bold help to catch a person’s attention and so usually perform better than ones without.

5. Have only one keyword or phrase per Ad. Set up different Ad Groups for each keyword/phrase you use. Even minor differences should have there own Ad Group (“solicitor”, “family law solicitor”, “solicitor Birmingham”) so they have the exact matching text.

6. Deter the casual browser and freebie hunter. Each click costs you money so use “negative keywords” such as “-free” so your Ad won’t appear when a negative keyword is searched on.

7. Use misspelled keywords and keywords written as one. There is a great deal of traffic for misspelled keywords which are available for a fraction of the price of correctly spelled keywords. (e.g. “solisitor Birmingham” or “solicitorbirmingham”).

8. Only pick keywords that you can afford. Don’t choose keywords that cost more than they make you. Use Google’s keyword tool to find alternatives. Ignore what everyone else is doing and bid the amount that works for you.

9. Use action Ad text and focus on the benefits. Find a balance between keywords that people search on and Ad text that motivates. After all, the Ad has to attract the target and persuade them to click on the Ad. 

10. Make Ad display URLs relevant. Google has the functionality to allow you to display any URL within the Ad. Add a slash “/” and relevant keyword. (e.g. Keyword: family solicitor. www.companyname/familysolicitor.

11. Set a budget and stick to it. Use the budget caps available and always set a campaign end date as a safeguard. Google alerts you to when the end date is approaching, so you have plenty of warning to extend the date before the campaign disappears. 

12. Lookout for free Ad spend vouchers. Google often run promotions where new registrations can obtain free Ad spend.

13. Think about using Geotarget. Depending on your market you may want your Ad to only appear for people in certain areas. Geotarget lets you specify in which countries, regions, towns and other specified areas your Ad appears in. This function means that it may not be necessary to use location key words, but consider this carefully as a person in London may search for a “solicitor in Birmingham” for a relative. If they did then using Geotarget could mean that your Ad won't appear if you limit it to Birmingham. As an alternative consider using negative location keywords for locations where you know you won't convert. 

14. Test, review and adjust. Running an AdWords campaign is a never-ending series of tests, amendments and adjustments to keep the Ads optimised. Delete keywords or campaigns with low impressions or clicks. Poor performing Ads can affect the whole Adgroup. Make sure you know which keywords are working and why, before increasing bid amounts.

15. Use Google’s help centre. Read the information provided by Google before you start a campaign and ensure you are confident in what you are doing, otherwise you could lose money.

I manage Google Ad campaigns on behalf of my clients.  Contact me for a free no-obligation consultation.