What are the top tips for running an AdWord campaign on Google?

What are the top tips for running an AdWord campaign on Google?6 min read

Here are a few of my favorite tools from Adwords that I swear by and would recommend:

Structure your Adgroups like how your website is structured.

If you sell different types of shoes, eg. Loafers, Chelsea boots, Oxfords and Boat shoes, it’s recommended to create an adgroup for each type of shoes so that you can create specific ads and keywords for specific type of shoes. Remember that you can add keywords at an adgroup level which will further give you control over keywords that will trigger your ad; eg. if someone typed in “buy loafers”, the only ads that will be triggered, will be the ads in the Loafers Adgroup.

Capitalise The First Letter Of Every Word In Your Ad Copy.

I have had a many conversations about this; Some people think that you should only capitalise the first letters in your heading. I say: (at the time of writing this post) Google doesn’t frown on capitalizing the first letter of every word in your ad copy so why don’t you just use it. 🙂

I think it makes your ad look cleaner and professional.

Note that Google does not allow excessive use of capitalizations like “ This product is AMAZING!!” or “This product is $h!| h0T” or “ThIs PrOdUcT Is AmAzInG” or “ THIS PRODUCT IS AMAZING!” funny right?! ha

Use as many extensions as suitable to your business.

Google has a range of extensions that are available for your use – to enhance your ad. Extensions are known to increase click-through rates. Some extensions are as follows: Sitelink Extensions(to direct visitors to other pages on your website from an ad copy), Location Extensions (To show the location of your office – Perfect for mobile users who can just click on the address and be directed to a physical address – ‘Google My business’ needed), Call Extensions ( which will show a chosen telephone number and can even track calls made to your telephone number aided by your AdWords campaign), App Extensions ( If you have an app, you can direct people to the app from you ad), Review Extensions ( you can show an excerpt of a review from a customer) and more. Make use of them!

Create as many variations of your ads as possible.

With time, you’ll learn of the ads that are doing well but at the early stages of building your campaign, you’re kind of shooting in the dark when it comes to knowing which ads are more likely to engage your customers. But when you create several Ad copies, Google will rotate your ads evenly for 90 days and will serve the best performing ads. If strapped for time, test different headlines.

Negative Keywords.

Add as many keywords as possible. Negative keywords tells AdWords “ I do not want you to ever, not now, not today not tomorrow, show my ads to users searching with this keyword” That’s it!

Note that if you change your mind in the future, all you do is remove the negative keyword and your ad will start showing for that keyword. Negative keywords can be set at campaign & Adgroup level.

Don’t Use Broad Match Keywords.

I don’t like Broad match keywords. eg. if you use the following Broad Match keyword “blue pens”, your ads will trigger when someone searches for “Markers that are blue” and “buy Blue markers” . Other than adding negative keywords (which would have to be a very lengthy list), your ad will trigger for several variations of the Broad Match keyword.

Use Broad Match Modifier.

I love Broad Match Modifier – especially when creating a new campaign.

Eg. If you use a Broad Match Modifier keyword: +short +term +Rentals +London. This tells Google that you want your ad to show to people who search using every one of those 4 words but it can be in any order and the person searching can include words in between,before and after of those four words. This is great because you still have control over the keywords but you’ve given the person searching for your business the flexibility of finding your business – they don’t have to write your keyword in the exact order you wrote it!

Disable Search Partners.

I haven’t been a fan of search partners from day one and I don’t think I am going to be for a long time even though Google announced that Google maps & Youtube are in the search partner network. For a new campaign, I wouldn’t advise opting in to use search partners. If you opt into Search Partners without a clear understanding of your customer behaviour, you’ll most likely be disappointed to find that your ads are shown on irrelevant websites. Personally, there are several strange websites in the search partner network that I wouldn’t want my ads to appear on. Using Google search only for a search campaign should suffice if you want people to find your business when they are looking for it on Google; A great number of tech-savvy individuals use Google Search when they are searching for a service or a product. If they want to use Bing, Bing has it’s own marketing platform similar to AdWords.

Keep An Eye On Your Campaign.

At least for the first month. I would say look at your campaign every day for the first week, then the second week every 2 days then the 3rd week every 4 days then… No matter how many negative keywords you compiled when creating your campaign, you will find that your ads are being triggered by search terms you never thought of or your ads are triggering in a place, country, or city you do not supply or can’t offer your services to. So it is very important – at least if you care to save some money, that you keep a close eye on your campaign for the first 2 months. After this period, you do not forget about your campaign. You should always check it and look for ways to optimise your account or to learn of any new improvements that Google have made to AdWords; they are usually very beneficial to your account.

Become best friends with the ‘Search Term Report’ tool:

I love this tool because it will tell you what people are typing into Google that are triggering your ads. Using this report, you can further improve your keywords or add Negative keywords.

Use the ‘Quality Score’ column:

Google thinks of your CTR (click through rate), ad relevance and landing page experience : this makes up your quality score + CPC bid and expected impact of extensions and ad format: this makes up your ad rank! Ad Rank is used to determine the position of your ads. Google recalculates the quality score every time a user performs a search.

A good quality score coupled with relevant extensions can get you higher than your competitors who are bidding higher than you.

Set Up Conversion Tracking:

Set up your conversion tracking so that you can get a better insight to which ads and keywords are leading to a sale or a lead; This will help you decide on where to put your money and improve your ROI.

I could write and write about all the amazing tools to use that will benefit your account/campaign but sadly I don’t have enough time. I believe the above points should be enough and keep learning about AdWords as there are loads of things to learn.

If you have any questions or would like to contact me about digital marketing or AdWords Consultancy & Training, Click Here.