Google Ads management is a deep specialty with a big learning curve. It takes experience and sometimes growing pains to get skilled with it. Here are some tips to help you get started properly:


  1. Put time into planning structure. How you structure your campaign(s), ad group(s), targeting, and ad(s) will be a significant factor for success. Good structure allows for sound analysis and ways to make improvements as time goes on. Bad structure leads to an uncontrollable and wasteful mess. The structure you should employ depends on your business. Google suggests that modeling the structure of your website could be a useful strategy (how different types of products or services are separated, etc.).
  2. Keep a tight theme for each ad group. Ad groups are meant to have a theme so that the targeting and ad are harmonious. For example, if the keyword “dog grooming” is targeted, an ad about dog grooming will be seen.
  3. It’s about both getting clicks and avoiding clicks. Advertisers get charged for clicks, so there needs to be a focus on getting the right clicks and avoiding the wrong ones. Keyword targeting strategy is important for this, but several other features also play a part, such as conversion tracking and bid strategies.
  4. Use negative targeting. You can add negative keywords to search campaigns to tell the system not to show your ad if particular words are in someone’s search. You can also exclude other targeting aspects, such as locations or age brackets.
  5. Consider commercial intent. For search advertising, examine keywords carefully for commercial intent. Most people search Google only to read information. Ask yourself, “Does a person searching this keyword want to do business, or do they just want to read information?” Commercial intent should affect both how you target and how you set bids.

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  1. Employ all the tracking features you can so you know the results of your ads. Although it is (and always will be) an imperfect science, it’s better to have data that lets you know what activity your ads are leading to. Some types of results are automatically tracked because the actions occur within Google’s technology – such as the tap of a call button. Other results require special implementations, such as website actions or mobile app actions. The Google Tag is the base code that makes tracking on these properties possible. It allows data to be sent to both Google Ads and Google Analytics from the respective properties. Google Tag Manager is another Google offering that can take website tracking to another level, allowing for conversion tracking and engagement tracking – like how much time is spent on pages or how much scrolling is happening on a given page.
  2. Don’t underestimate the importance of an excellent ad creative. Ads must attract attention, convey a message, and sometimes provoke a response. Take time to create different versions of elements like headlines, descriptions, and images. Then, work to improve those versions so that the message can be understood quickly and easily. Most people aren’t going to put effort into trying to decipher an ad’s message if it’s obscure. Clarity is key. When you have a few good versions, you can test them against each other to see which gets the best response.
  3. If you’re running Google search campaigns, be sure to use the search terms report to see the actual words people are searching that lead to impressions and clicks. This report can help you see if your targeted keywords are focused properly. It can give you ideas for how to improve targeting and structure. And it can give you ideas for negative keywords to prevent impressions for the wrong searches. Click “Search terms” under keywords in the main navigation menu to see the search terms report.

Google vs. Meta Webinar on July 24th, 7 pm








Wednesday, July 24th, 7 pm

Webinar on Zoom -- free

Subject: Google vs. Meta for Marketing

  1. Comply with Google’s advertising policies. Unfortunately, it often occurs that a business will run Google Ads successfully for a time, make an addition or change, and then find that their account is suspended. This situation is very frustrating. The best way to avoid it is to be aware of Google’s policies and try hard to stay in compliance. It’s prohibited to advertise some types of products, like firearms or illegal drugs. Some other types of products or services are allowed but with restrictions. There are also editorial rules that must be followed.
  2. Remember that it’s a process. It’s common for people to turn their campaigns off immediately if it appears that they aren’t immediately successful. The prospect of wasting money is a scary one. But success doesn’t usually come from the word “go.” Thomas Edison once said, “Many of life’s failures are people who did not realize how close they were to success when they gave up.” Advertising involves testing and experimentation. Also, the benefits of advertising can appear at unexpected times and in unexpected ways.

Advertising can be a difficult and expensive endeavor but might also be necessary for some businesses to grow or at least sustain. Google Ads offers different approaches to advertising, so there is a lot to be learned and discovered. I hope this list is helpful as you get started.

In closing, here is a quote from the 1800’s, written by the legendary showman P.T. Barnum: 

Advertise your business. 

Don’t hide your light under a bushel. 

Advertise it thoroughly and efficiently, in some shape or other, that will arrest public attention. Advertising doesn’t pay when it is done sparingly and grudgingly. Homeopathic doses of advertising will not pay perhaps – it is like half a potion of physic, making the patient sick, but effecting nothing. Administer liberally, and the cure will be sure and permanent. 

Some say “they can not afford to advertise”… they mistake – they cannot afford not to advertise. Put on the appearance of business and generally the reality will follow. The farmer plants his seed, and while he is sleeping, his corn and potatoes are growing. 

So with advertising. It needs nerve and faith.