10 Tips for a Productive Google Ads Campaign in 2020

We all know that organic search dominates the Internet, with Google being the main driver of online traffic. Studies reveal that 60% of clicks go to the top three websites in search engine results, while almost 80% of users never click past the first page.

But what happens if you just can’t reach the first page of the search engine results organically?

This is where Google Ads steps in to save your day. The platform allows you to bid for specific keywords and pay to be discovered online. After all, there are billions of websites out there and not everyone can expect to earn one of the top 10 search positions.

The real issue is not whether to use Google Ads for content promotion, but rather how to do it most productively. The platform is known for its complex features and tons of customization options, and you should try to make things simpler and focus on the basics only.

Our job is to help you with that, so keep reading to learn 10 tips and tricks that make Google Ads look easy and effortless. Let’s begin!

What are Google Adwords?

Definition, Types, and Benefits

The very first thing we want to do is present you with some of the key concepts and benefits of the platform.

By definition, Google Ads is Google’s online advertising program that enables you to create online ads and reach people exactly when they’re interested in the products and services that you offer. There are four types of advertising solutions:

  • Display ads: Such ads appear on Gmail and millions of websites all over the World Wide Web. These can be text-only or banner ads.
  • Video ads: Do you know those annoying video ads that interrupt your YouTube experiences? This is simply a video ad as shown by Google Ads.
  • App ads: You can also advertise through mobile apps, a solution that comes in handy for businesses focusing on smartphone users.

What is important to emphasize is that Google Ads really delivers. Display campaigns on this network reach 80% of Internet users, while businesses make an average of $2 for every dollar they spend on Google Ads.

At the same time, users who visit websites via PPC links are going to purchase something from your page about 0.5 times more frequently than visitors who found their way to your web page via Google’s organic results. The profitability of the platform is evident, but we want to highlight a few more benefits here:

  • The first benefit of paid advertising is obvious: it works much faster than search engine optimization (SEO). You don’t have to wait for months or even years to earn one of the top-ranking positions.
  • Google ads boost brand awareness. You can maximize the discoverability of your business almost instantly.
  • You approach verified leads only. This is possible because users search for your keyword, which means they are already prepared to test or purchase the targeted products or services.
  • You get to outperform competitors. When properly planned, Google Ads campaigns will help you stand out among dozens or even hundreds of competitors in the same niche.
  • Powerful analytics. This is a crucial advantage of Google Ads because you can test each campaign, adjust, and improve it thanks to real-time research solutions.

10 Tips for a Productive Google Ads Campaign in 2020

With everything you’ve seen so far, you have more than enough knowledge to plan a brand new Google Ads campaign. How you do it depends on your business goals, but we will give you 10 ideas that can make the process faster, simpler, and much more productive. Let’s take a look:

1. Think About the Keyword Match

You don’t have to be an optimized ninja to know that keywords play the main role in organic and paid searches. What you might not know is the possibility to use advanced features such as keyword match types. It’s a valuable concept that you should use to boost the performance of your campaigns.

The number one solution is the so-called broad match. In this case, your keywords are not fixed and thus can be placed in any order in Google searches. As a consequence, you can reach the broadest audience group.

The second option is called a broad match modified. In this case, keywords keep the order you set but don’t mind if searchers use additional words in between. For instance, the phrase “pay for college papers” can also look like “pay for the best college papers in London.”

The third option is the exact match. Of course, it means that you only want to show ads to people who search for that same keyword or phrase.

2. Use Negative Keywords

You probably know how to choose the right keywords for advertising campaigns, but you should take the extra step and determine a few negative keywords as well.

A negative keyword is a word or phrase that allows you to filter out who your ads will be served to in the search results page. When someone conducts a search using that particular keyword, your ads will not appear in search results.

Let’s say you sell an incredibly useful product, but don’t give anything free of charge. In this case, you could fend off tons of users who look for the keyword “free.” It doesn’t only help you to eliminate unqualified leads but also prevents budget waste.

3. Use all the Space you Have for Text

Another highly practical advice is to use all the space you have to write additional ad-related text. It’s a great way to tell more about your products or services, thus helping the searchers to make the decision and check out your link instead of someone else’s. Here’s what you can do to make each category complete:

  • Add a link to the landing page designed specifically to support your ads
  • Write a compelling headline to convince users to take action
  • Create a great product description that explains what makes your product so valuable
  • Add location preferences if you are targeting customers in a specific region

4. Bid on Competitors’ Names

A lot of marketers bid on competitors’ names to skyrocket the visibility of their own brands. Why is this Google Ads solution interesting?

Well, it gives you the opportunity to distinguish yourself from other rivals even if customers are not searching for your products directly. As you can probably imagine, this is a common tactic among new or lesser-known brands because they have to compete with niche giants.

Imagine you are a sportswear brand trying to compete with Nike or Adidas. It’s not a fair game, but you can at least steal a portion of their traffic by placing ads with the names of these two brands. You probably won’t use this trick too often, but it can really make your brand stand out sometimes.

5. Create Relevant Landing Pages

Do you know if targeting your landing page correctly can increase conversion up to 300%? It’s a big deal for digital marketers, but many advertisers still forget to design landing pages that perfectly align with Google ads.

What seems to be the problem here?

The problem is that landing pages do not deliver as promised in ads. Your job is to synchronize both features and write ad copies that suit the landing page content. This is the only way to increase conversion rates and convince users to purchase the product upon clicking on your ads.

Once again, the point is not only to boost conversions but also to reduce budget waste and spend every cent of your budget on features that really make an impact on the target audience.

6. Determine Location Preferences

Although you are currently operating in a digital environment, don’t forget that location preferences also play their part in advertising campaigns. Namely, almost 40% of searches on Google are associated with a location.

The logic is clear – local shoppers check different brands, stores, products, and services online before visiting the actual point of sale. You should take advantage of this fact, especially if you are running one or more brick and mortar stores on your own. You get to choose between multiple options:

  • Targeting users on a global scale
  • Targeting users in specific countries
  • Targeting certain regions in a given market
  • Targeting users based on custom locations

Just like negative keywords, you can also use Google Ads to exclude certain locations that cannot affect your conversion rates.

7. Running Shopping Campaigns

Location preferences make an excellent choice for physical stores, but shopping campaigns cover the opposite side of the business spectrum. You can exploit shopping campaigns to promote targeted products and improve the performance of the online retail store.

It’s a perfect solution for businesses targeting consumers who are very close to purchasing the product. With shopping campaigns, you can upload a full list of products along with descriptions, images, and prices.

When users initiate the search using the corresponding keywords, Google Ads will display your product along with the details you added to the campaign description.

8. Take Advantage of Ad Extensions

The basic version of Google Ads is very colorful and versatile, but who says it can’t get any better than that? You can take advantage of numerous ad extensions to make your advertising efforts even more focused and effective.

For instance, you can try Sitelink Extensions to add more URLs related to your brand, products, or services. It’s a nice solution if the brand is relatively unknown and you want to get the audience acquainted with it.

Another solution comes in the form of Callout Extensions. You can use it to advertise special features or promotions. There are many other extensions to try here, so take your time to experiment with this feature.

9. Follow the Quality Score

Although you are going to invest a lot of time in keyword research, it does not guarantee success. On the contrary, some search terms and phrases could turn out to be extremely unproductive. You must take care of it by following the quality score continuously.

The point is simple – you will identify low-quality keywords and replace them with the more promising search terms and phrases. It will make your advertising strategy better and more profitable in the long run.

10. Eliminate Underperforming Ads

Speaking of profitability, the last tip is to monitor your advertising efforts in general and eliminate underperforming ads as soon as you notice the problem. The keyword quality score is one indicator that you should keep an eye on, but there are many other details to follow here.

Of course, the most relevant feature for all marketers is a click-through rate. If you are not satisfied with the results of your campaign, don’t hesitate to change inputs or even to remove the ad completely. No one likes to admit a mistake, but doing it could save you a lot of money long-term.


Google Ads is a precious advertising platform with tons of practical functions, but it takes a lot of time to master the tool and figure out all of its traits and features. This is why we decided to make things simpler by showing you the top 10 tips and tricks:

  • Keyword match
  • Negative keywords
  • Using space to the fullest extent
  • Bid on competitors’ names
  • Align ads with landing pages
  • Adding location criteria
  • Create shopping campaigns
  • Use extensions
  • Check quality scores
  • Remove underperforming ads

These are not the only things you can do with Google Ads, but they proved to be most productive for the vast majority of advertising campaigns. Which one do you believe to be the best?

What are Google Ads?

By definition, Google Ads is Google’s online advertising program that enables you to create online ads and reach people exactly when they’re interested in the products and services that you offer. There are four types of advertising solutions:

How to Make Google Ads Productive and Effective?

With everything you’ve seen so far, you have more than enough knowledge to plan a brand new Google Ads campaign. How you do it depends on your business goals, but we will give you 10 ideas that can make the process faster, simpler, and much more productive. Let’s take a look:

1. Think about the Keyword Match

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