Hit the right chords for a successful Google Adwords campaign

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A business without an advertisement is like oxygen, it’s there but no one can see it. While it’s not the case that only a developing business needs advertisements, even Google has ads running on their own network. Google is the king of ad network industry and the Google Adwords is the Crown of our King, it is important to abide by the Adwords Best Practices.

In this Google Adwords tutorial, I will share the best practices that you should follow while working with the most important part of the Ad Campaign – The Keywords. Here I will focus only on keywords and nothing else, as keywords are the magnets to the goals we’ve set while creating the Ad Campaign(s). Let’s start with basics.


What is Google Adwords?

Google AdWords is an online advertising service where the advertisers pay to display their ads for particular keywords that’s a mutual fit between the user queries and advertisers products/services. Advertisers can have ad copies, images product listings and video content in the ad listings within the Google network. Google Adwords functions partly on cookies for end users and keywords for advertisers.

The advertisers have to pay for the ads only when the end user clicks on those ads. However, these work model has a downside too. If a user searches for a product/service and the query used by the advertisers is exactly same but doesn’t mean the same (homonym) then there are chances that their ads will be displayed and the user may click on it and return disappointed. As a hypothetical example, if a user searches for “functions” and what they expect to get as results is the definition of functions in mathematics.

And your ad pops up which says “catering for functions“, the user clicks and finds that it is not something he/she is looking for. This has cost you a click but hasn’t converted to fuel your goals for the ad campaign. This is where an educated ad campaign construction is needed for a successful PPC ad campaign. To understand the best practices, don’t you think you should know how Google AdWords work?

How does Google AdWords work?

Google Adwords is ever growing since it’s inception back in 2000. Its popularity is so immense that every other business that wants to grow, reaches out to Google Adwords for advertising their business. There are other players in this vertical but that’s out of scope for this post.

While an end user searches for something say, hotels in Mumbai Google would pull out some search results for you along with ads that are a solution to the search query. Depending on the search query, the number of would vary. The search results pages will look something like this.

Adwords best practices

But how does Google know which ads to display?

Adwords best practices

This sums up the working of Google Adwords, for a detailed work culture here’s the guide on How Adwords work you can rely on.

How does SEO and Google AdWords work together?

Indeed, SEO and Adwords go hand in hand. Soul purpose of SEO is to reach the broad and right audience. Same applies to ad campaigns too. You need to do a bit of SEO on Google Adwords ad campaigns in terms of keywords and target audience. There is nothing like on-page and off-page SEO for ad campaigns, just keywords as part of SEO nothing else.

Doesn’t matter if it’s publisher or advertiser there’s a reason why keywords are important. In Ad campaigns, the advertiser needs to pay close attention to what their target user are searching about. If user searches are relevant to the products/services they provide, grab those keywords and embed those in your ads. Next time when the user searches for the same keyword, there are high chances that your ads will show up.

Next thing you as an advertiser need to focus on is using the same set of keywords in your landing page. This helps you increase Ad Quality score. Higher the Ad Quality score, lower will be the CPC. Optimizing the web pages with keywords in the SEM campaign, for the keywords you are targeting will help increase quality score higher qa=uality score lower the CPC, this is called Quality Score.

How to reduce the cost of  CPC in Adwords?

Here are some working to reduce the cost of CPC:

  1. Target long tail keywords
  2. Find & target low bids keywords
  3. Negative keywords work like magic here
  4. Target 3rd or 4th position
  5. Improve quality score
  6. Apply location based targetting
  7. Have relevant landing pages for the keywords you want to rank for
  8. Schedule your ads on specific days depending on your target audience

As mentioned earlier, the ads come at a certain cost. The cost of an ad, also known as CPC (cost per click) is determined based on various factors like your Ad Rank, the quality score of the ad and industry you are bidding for. Whatever the CPC is, it costs a pocketful of money for those ads.

While there are chances that the end users might falsely click on the ads and bounce back disappointed. There is no loss for the end user but the advertiser has to pay for nothing. Hence it is important to pay close attention to AdWords best practices so that you can optimize the keywords and the ad campaign in such a way that the ads appear in front of the right audience. Even if the end user doesn’t click, the ads will at least not cost click for nothing in return.

Most important factor in an Ad Campaign

When it comes to ad campaign the most important and probably only that needs more time and efforts is keywords. Keywords lie at the heart of AdWords best practices for a reason. Keywords are nothing but the search query that the user types into Google for researching, shopping or staying entertained. Depending on the industry you are in, you should use appropriate keywords in your ad campaigns.

While working with AdWords you get four types of keyword match. Keywords match are like filters with various combination of keywords depending upon the order of keywords and frequency of it. The types are keywords match are:

Keyword matches in Google AdWords

  1. Broad match: Ads will be displayed when all the keywords from your target keyword(s) will be present in the search query along with the relevant/semantic search results. This type is helpful for volume traffic and may not be fruitful for performing keywords. eg your target keyword is dog food
    ✔ Your ads will appear for search query pet care,  pet food or shops near me.
    X Your ads will not display for search queries cat care
  2. Broad match modified: Ad will appear when all the keywords from your target keywords(s) will be present in the search query irrelevant of the order they appear. eg your target keyword is a black suit
    ✔ Your ads will appear for search query Will black jacket suit red pants?
    X Your ads will not appear for search query waistcoats
  3. Phrase match: Ads will be displayed when all the keywords from your target keyword(s) will be present in the search query in the same order along with other keywords. This is helpful for targeting long tail keywords. eg. your target keyword is choco chip cookies.
    Your ads will be displayed for search query how to make choco chip cookies at home?
    Your ads will not be displayed for search queries how to make cookies stuffed with choco chips?
  4. Exact match: Ads will be displayed when all the keywords from your target keyword(s) will be present in the search query. Nothing else apart from the keywords. eg. your target keyword is PDF Converter.
    Your ads will be displayed for search query PDF Converter
    Your ads will not be displayed for search query free PDF Converter online

As part of keywords matching, use “keywords to include” for best results. This section will have all the keywords you want to target for a campaign. Comes out to be handy when you are dealing with multiple ad campaigns together.

So you are aware of the basics of AdWords, let us take a look at the sweet spot of the Google AdWords guide – The AdWords best practices.

AdWords best practices for a successful Ad Campaign

As part of AdWords best practices, we will look only at the best practices for keywords. We already talked about the importance of keywords in the previous section of this guide, so let’s directly jump in to know the life-changing AdWords best practices.

1 Align keywords with your business goals

People stay online to either shop, research or stay entertained. The advertisers target these searches by keywords against their search query. Think of all possible ways a potential customer can reach you. Here are the mediums by which you can do this.

  • Website: Bridge the gap between the website content and keywords you’re targetting.
  • Products: Bid for core products/services keywords. This way you will know what are your potential customer is looking and what you are actually bidding or providing.
  • Brand: Use your brand name along with the products you are bidding for. It is good to have your brand name in the URL, as sometimes the user might remember the brand name and not the URL. In that case, you would get a loyal customer return to your business website, with the brand name.
  • Be Omnipresent: There are a million ways the user would try reaching you. By keywords of endless possibilities will bring customers to your business. This indeed takes a lot of research and time, but its worth. Be present at every query a potential customer would type into Google to find solutions.

Pay attention to commercial intent, keywords like “buy” “offer” “sale” are identifiers of the potential customers. Depending upon the industry you are in think of act-now mindset revealing keywords. In this little part of the ad campaign, the short tail keywords overtake the long tail keywords in terms of effectiveness.

2 Use a broad match to capture long tail queries

Broad match keywords: Using the broad match to capture long tail queries is a good way to begin with. You can reserve exact match for the value drivers. The broad match deciphers the meaning of the search query and rest other match type describes the words types independent of the order they appear in.

Each day Google gets 15% totally new queries which Google has never faced. Using broad match you can target those queries for the relevant searches.

Phrase/ Exact match: Focus syntactic math types on high-value and high volume queries, you will have more control over bids and queries. In this selection, the misspelling, singular/plural, acronyms, abbreviations, accents, and stemming.

Exact match: Exact match gives traffic for high-value terms and broad match gives traffic for volume terms. Sort your phrase/exact keywords based on click, conversion or assist conversion volume. Consider adding broad match broad match modifying versions for high performing terms that are only running on phrase/exact match.

3 Find new Targeting opportunities on AdWords

Once you are rolling smoothly with Ad in Ad campaigns it’s time to reach a newer audience and widening the target. Here’s how you can do this.

DSA (Dynamic search Ads)

While in case you are looking for an expansion. DSA offers you an automated option for targeting. DSA can help you test without constructing all campaigns. If you are targeting new markets, language, countries or products, DSA is the solution.

DSA feeds inputs from your websites and creates ads with headlines, then target for relevant queries and then directs users to appropriate landing page.

Tools in AdWords – Keyword planner tool

The keyword planner tools help new wats to expand your reach. It is a free tool for new or experienced advertisers. That’s a workshop where you can test the keywords that can make a more positive growth in your business. You can search for keywords and ad groups ideas and see how it will perform when in use in an ad campaign. Keyword planner tool can help you with choosing competitive bids and budgets to use in your ads.

4 Expand the reach of existing keywords

You can increase the reach of your existing keywords by implementing Ad Ranks on each them. This will make the keywords more competitive for the auction. Also, the volume of impression also increases. Here are the ways you can increase the Ad Rank and hence increase the reach of existing keywords.

  • Increase bids: This can help you get additional traffic from your keywords, and efficiency may decrease by doing this. You should aim to maximize only performing keywords as the less performing keywords will only become costly and competitive by doing this.
  • Use Bid Stimulator: This tool can help you predict the bid amount.  You can test the bid amount and the impressions can get.
  • User keyword planner tool: In keyword planner tool you can get the data about the traffic that you can gain by increasing the impression share.

5 Use Negative Keywords

Brainstorm the campaign by going against the stream, ask questions like “what are the keywords that show my ads?” Negative keywords are used for excluding the search terms that you don’t want your ads to appear for. Two things to take care of while working with negative keywords.

  • Irrelevant searches: When user searches they may mean something totally different to what you are bidding for, though the keyword would be exactly same. Eg “fair” or “die”
  • Unqualified traffic: When user searches they tend to click on anything they think is relevant to them (even if its an ad) so not being specific may cost you a fruitless click. You should consider using buying intent keywords to drive right traffic that converts. To exclude there are three match category.
    • Negative Broad match: Ad will not show if all your negative keyword is present in a search query and the order of occurrence does not matter. eg. Hair dye
    • Negative phrase match: Ad will not show if all your negative keyword matches with search query and order of occurrence matter. eg. choco chip cookies.
    • Negative Exact match: Ad will not show if all your negative keyword are present and the order matters and no extra words. eg. Bue whale challenge.

Furthermore, Research more on negative than positive buyer’s intent keywords like “Trial” “Demo” “Free”.

Ideal Campaign settings of Adwords best practices

  • Show ads only at the time you think to perform well.
  • Automate the bidding process with CPA google requires 15 conversions a month to enable CPA. Wait until you have a month data to see.
  • Whether or not the automated ads will perform well. More conversions you have much better the CPA will perform while CPA is active you will lose control over keyword & keywords specific bid strategies cannot be created.


Google AdWords is in a huge popularity and is definitely a big tool to grow business in this online era. Considering the competition it is really important to stay ahead of the curve of SEM and by all means, abide by these AdWords best practices. Ever growing businesses will need digital advertisements to grow further. It’s not being materialistic for aiming more growth it is just the fact of being aspirant of taking the business to the next level. While every business is a problem solver and hence solving more and more problems is a good deed. Right?

Over to you. What do you think would make/has made a big difference apart from anything mentioned herein. Let everyone here know about it. Finally, share what you liked the most in this article. This helps me understand what type of content you prefer.

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I am an SEO consultant by profession and photographer by choice. I have 5+ years of experience in SEO consulting and content marketing. I aim to become the one-stop for all your digital marketing needs

1 Comment

  1. Hi,

    A very valuable read for me on google adwords before starting to run campaigns on my own business.

    Can you please share something in elaboration the type of campaigns to run as for a new business.

    Thanks again for sharing!!

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