Best Practices for Managing Google Ads Campaigns


In this article, you can find the best practices for managing Google Ads campaigns, which is an important part of digital marketing. Below, you’ll find some of my favorite tips for making the best of your ads. But also remember that you need to be patient, it will take some time, effort, and often trial and error process.

Looking for the right place to post your ads? Technology leading companies have been competing to provide more choices for you. You could learn about the most popular marketing platforms out there and check what they offer.

With that being said, Google has been the most effective search engine for ages, showing up on the home page of your browser. So what would be a better place than Google to publish your ads?

In 2000, Google launched the AdWords platform which connects businesses and customers through advertisements on their popular search engine. They rebranded it to Google Ads recently in 2018. The company has grown immensely over these years, allowing smart advertising for businesses wishing to explore their respective markets. So, here are some of the best practices to help you manage your Google Ads campaigns:

Know Your Customers

One of the most important things for a successful campaign is to know your customer. You should determine specifically who your target audience is — their age, gender, geographical location, their educational level, what they like and what they don’t, where they spend most of their time online, and so on..

If you don’t know who is your target audience then, quite frankly, there’s no point in running ads. It’s a waste of money and a waste of time. Yet still, a clear understanding of your target audience will be a great push to profit from your marketing efforts!

Start with Google Ads Keyword Planner

This is one of our favorite tools, and it has all kinds of applications! Since the keywords that you choose will trigger your ads to be displayed to your audience and ensure you are making the best of your advertising budget.

To leverage this tool, start with a keyword that makes sense to you. If you are marketing for a car rental business for example, you can use something like “rent a car in [your area]”. Google will provide you with a number of related and similar keywords, as well as valuable data about each of these terms. You’ll want to find a balance between the search volume and competition for a given term. Once you are able to bid on the right keyword, you can reach many people.

Also, consider the cost per click. For “rent a car”, it makes sense to pay more for ad space, since you’ll make more money from a sale. But for a cheaper product or service, you want to watch how much you’re spending. Google provides some great tips for choosing keywords here.

Use an Effective Call to Action

Your call to action is one of the most critical elements when you create the best Google Ads campaigns. It’s important to tell your viewers exactly what action you want them to take and lure them to take it.

For example, if you sell consumer products, you can say “Buy now!”. Likewise, if you’re offering a discount, your call to action might read “Don’t miss!” Remember that you want to create a sense of urgency. Why should they click your ad now? If they won’t, what will they lose? And for your display ads, you can make your CTA stand out – perhaps by highlighting it with an eye catching choice of color.

Create a Landing Page

If your potential clients click on one of your ad, where are they going to land? If it’s a sales page for one of your products, make sure they go straight to the specific deal page, rather than finding their way from the homepage.

Google Ads Campaigns

Another example would be that you are promoting an event or a special product (perhaps an online course, a webinar, or an eBook), you may want to create a landing page for that specific offering. Your landing pages should be entirely focused on the topic of your ad and should provide all the details a potential customer might want to know. And be careful of other distractions, such as links to other sites, a menu, blog posts, etc. With this approach, you can direct your website visitors exactly where you want them to be, as well as making the best of the clicks you paid for.

Below is an example of a landing page that is simple, accurate, and provides valuable information to the website visitors, the ones interested in digital marketing.

Use excellent images

When it comes to Google Display Network ads, your advert is only as strong as the images that you use. Make sure you choose eye-catching high-quality images that catches your target audience’s attention.

Consider images that trigger emotions. Faces are extremely effective! Bright colors are recommended as well. If it fits with your purpose and brand, then bright colors can grab attention and draw users’ attention to your ad. Choose images that your target audience can relate to. For instance, if you are targeting people looking for houses, then make sure your ads contain houses. Tech enthusiasts? attract them with their favorite devices. And most importantly, make sure your images aren’t blurry. They should be at the right focus and size and avoid pixelated images.

You can also take a glance at our article where we discussed more about Google Display ads.

Don’t Forget About Remarketing Ads

A lot of people don’t know or forget about remarketing (or retargeting) ads. But this is one of your most valuable opportunities to create the most successful Google Ads campaigns, especially if you’re advertising for an e-commerce website.

Remarketing ads keep track of the people who left your site and target them specifically. For example, let’s say that someone added a product to their cart, but never finished the checkout. You can create a tailored ad for them and offer free shipping, or a 15% discount on that same product, to encourage them to come back and complete their order. By doing this, you’re reaching people who are already interested in your products/services and persuading them to return to your website and take the purchase action.

In a Nutshell

Although Google Ads can be a bit expensive, especially if you are in a multipurpose industry, however, a well-optimized campaign with a collection of nice ads can make the investment worthwhile.

If your ads campaigns are well-targeted, properly optimized, and bidding correctly, you will definitely see a positive reflection of that effort on your revenue.

However, if they aren’t optimized or properly targeted, they can cost you a lot of money on clicks that don’t convert at all. This is the only stage where Google Ads campaigns can go wrong. therefore, make sure you take your time to master the right targeting and keep your campaigns optimized and up to date.

For more information about the best practices for managing Google Ads campaigns, reach out to our Earnado team.