Creating Effective Google Ads

Character count and word choice are normally the top two concerns people have when they first start writing ads for Google. However, to create an ad that is truly effective on the world’s largest search engine, there’s much more to focus on than these two surface items.

Create a Landing Page

Before you even begin writing your ad, create an effective landing page that will help you measure conversions. Whether it’s filling out a form, making a phone call, or subscribing to a newsletter, there should be a definite call to action for visitors to complete.

This information not only allows you to measure the number of people who came to the site through your ad, but the impact the information had on your audience.

Have your ad match your landing page

After your landing page is created, write ads that re-enforce what you’re promoting on the page. By creating the landing page first, you now have clear direction for your writing.

By writing ads that summarize and support the information that is on your landing page, you are more likely to generate stronger leads, have more conversions, and increase quality score. Also, Google’s analytics will better match-up your ads with keywords that lead to conversions.   

Writing your ads

You are competing with various types of listings (image, video, local, structured snippets, text, etc.) and businesses. Your ads should capture interest and desire that convinces users to click on your ad. Focusing on key messages that are important to the user will increase your click-through-rate.

Here are some best practices to follow when you reach the writing stage:

  • Capitalize the first letter of every word.
  • Don’t be wordy. Simplify your message and get to the point quickly without sacrificing your message.
  • Include the most common keyword within your keyword family.
  • Don’t use merge fields within your ad – this feature pulls the search query and places it verbatim in the ad copy if it meets the character restrictions.

Activate Ad Extensions

More than half of web traffic comes from mobile users. Make it easy for these users to contact or visit your business by making adding a clickable phone number directly into the ad as well as location details that allow users to get directions and identify the proximity to your business.

Site links are also strongly suggested in most cases. These additional links allow users to choose their  path rather than forcing them through the main landing page – site links could be similar products or support services. Add call-outs such as Open 24/7, guaranteed 6-month warranty, or additional promotion. These ads can be set to automatically unpublish when they expired.

Write Multiple Ads

Rarely will you write the best ad in your first attempt. For that reason, write multiple ads in different ways for the same landing page. After the first two or three ads, your creative juices will be flowing, and you’ll have an easier time writing ads.

After you write half a dozen or more ads, you’ll likely have two or three that stand out as your favorites. Use these top ads for A/B testing and so you can see which one has more of an impact on your audience.

Also, you can keep the other ads you’ve written and rotate them into use when your top choices begin to have less of an impact.

Keyword Selection and Segmenting

Align your keyword research and selection with your business goals. All search queries performed by users consist of one intent out of four: Do, Know, Go, or Entertain:


Do – Search queries that return results related to purchasing a product online, using web-based software, or another tool.

Know – Search queries that return search results related to learning more about a specific topic and these users are usually further up in their buying cycle.

Go – Search queries that return local information that typically contain a business address and phone number – the search engine is being used as a local directory for these queries.

Entertain – Search queries that return results related to watch, play and listen.

For example, if you have a goal of increasing leads or revenue from your website, you will likely only want to select keywords with Do, Go, or Entertain intent. Search queries in the “Know” category will not return a high conversion rate.

This is the tedious part of developing an effective AdWords campaign. Create keyword groups that are part of the same family, which is a group of words or phrases that have a common feature or pattern. This makes it easier to keep your ads focused.

Monitor conversions and clicks

After your ads have launched, these two data points let you know how effective your ads and landing pages. For example, if people are clicking on your ad but not fulfilling the CTA on the page, you’ll want to rework your landing page to record more conversions.

Google also has a list of best practices listed on its website, so be sure to check it out as you create your ads.

Need help creating your Google Ads Campaign? Our experts can help. Contact us today so we can learn more about your business and goals to help you launch your digital marketing initiative.

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