Google Ads Best Practices

For many business owners, Google Adwords can be a complicated platform to manage, even with the many certifications and online tutorials available. In this post I will summarize some of the current best practices for Google Adwords.

Optimize Your Landing Pages

When using Google Adwords, or any digital ads, it’s essential to make sure the buyer’s journey makes sense. Review your buyer’s journey to make sure your landing page:

  • Clearly states your value proposition
  • Addresses your audience’s pain points with clear and concise body copy
  • Has a CTA that isn’t asking too much of your audience (getting an email address is an excellent first goal for ads)
  • Includes social proof if possible

Break-Up Keyword Types into Different Ad Groups

To best analyze which keywords are working and which are not, make sure similar keywords are grouped in your ad groups. If you have too many keywords in your ad groups, you won’t know which is affecting the ad’s performance the most.

Examples of similar keywords:

  • women’s running shoes blue
  • blue running shoes
  • blue shoes for runners

For more on Ad Groups, see Increase your inbound leads with Google Search Ads

Collect Data

In 2022, the Google Adwords platform offers many optimization settings that automatically optimize and run your ads for you. The problem is that many people don’t know how to use these settings because they only work if your account has collected sufficient.

Before adding any optimization settings or making significant changes to your account (bid type, copy, landing pages), you need to have much data to back up your optimizations. Set your new ad account to “maximize clicks” and let the campaign run for 4-6 weeks with a max CPC in place to get this data as quickly as possible.

Utilize Negative Keywords!

Negative keywords are super important for Google Adwords because they tell Google which keywords to NOT show your ad for. Review your Search Term Report (generated by Google Adwords) to see which search queries your ads are showing for. Add the keywords not relevant to your product/service to the negative keywords list to clarify to Google which queries your ads should be showing for.

When first starting your account, you’ll likely be adding many keywords to your Negative Keyword List. Continue to do this, and over time your ads will only be showing for the queries directly related to your product or service.

Review Copy & CTAs

Reviewing your copy and CTAs is also important to do consistently after Reviewing your copy and CTAs is also important to do consistently after gathering enough data. I recommend incorporating Google Responsive Search Ads into your campaigns and using the maximum number of headline and descriptor options. This will result in Google cycling through the copy (headlines & descriptions) to see which performs best for your audience. You can then use this information to optimize the copy of your other ads.


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