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Google AdWords – Key Tips to Run a Successful Campaign

Digital Marketing

If you are just getting started or are thinking about entering the world of Google Ad campaigns it can always be a little overwhelming. You know it would be good for you start joining your competitors and paying for PPC but at the same time it can be very daunting.


Everyone in the industry has opinions on the best practices to approach Google Ad campaigns and you will be told positive and negative experiences which may put you off for life, but actually if you plan properly then you can achieve a very successful campaign.


Here are some tips we have practiced:



1. Always check Google AdWord Planners recommended keywords

When researching keywords, a lot of people think the higher the search volume the better the word, but starting off with a very targeted keyword campaign is important if you have a limited budget, as broad keywords can eat up your money fast and provide very little to your campaign.


If you have downloaded the Google AdWord Planner make sure you check the CSV file you recieve as they will always include some random words which can waste your campaign budget, for example, when I search Flower Shop Oxford half way down the recommended key word planner I have been advised to use San Diego Flower Delivery’, which Google has suggested I bid £5.32 on this keyword. To put this into perspective, Flower Shop Oxford is £1.57. So, it’s always worth filtering through the suggested words to make sure you are not wasting any budget on unwanted keywords.



2. Separating Ad Groups within your campaign

AdWords is set up so you can break down your Ad Groups within your campaign. Segmenting your ads into groups will achieve a better result, rather than lumping all your keywords into one add group. The number one tip with PPC is, the closer the ad copy matches your keyword, the more likely people are to click on your ad.


This is particularly relevant to companies selling products, for example, Apple sells all sorts of different products and instead of just lumping all their keywords – Macbook Pro, IPhone 7, Ipad etc, into one ad group each of their products will have their own to achieve more sales from each product and not get lost within one ad campaign.


3. Using the right key word match

One of the biggest mistakes most people miss out on is using the right type of keywords, whether it be, broad match, phrase match or exact match.


Broad match example layout:



A broad match keyword is exactly what it means – each word will be searched regardless of the order, for example, Flower Shop Oxford will show in search as one form or another and the words will mix up and expand your audience, this might sound like a positive thing but actually running campaigns on broad match can burn your budget very quickly and not actually achieve great results.

Phrase match example:

“Flower Shop Oxford”


Phrase match means the keyword phrase will show up in the search in different forms. For example, if someone searches on Google Flower Shop Oxford your ad will show up for terms like “Flower Shop Oxford”, “Oxford Flower Shop”, or “Where can I find a Flower Shop Oxford”. For the phrase match you must use quotation marks “at the beginning of the phrase and at the end”.


Exact match example:

[Flower Shop Oxford]


Exact match keyword is again exactly what it says on the tin. For example, when you enter [Flower Shop Oxford] as an exact match, your ad will show up only when someone searches this exact phrase. This may seem like your ad will never receive any interaction, but it actually makes your campaign more precise. To add an exact match keyword in AdWords, you need to enter each phrase with [brackets around it].

Example of a keyword spreadsheet:



4. Make sure your homepage and landing pages are up to scratch

Many businesses waste a lot of money linking their campaigns to the wrong page or not setting up a targeted landing page for their campaign. If you are promoting brand awareness it’s acceptable to direct customers to the homepage as long as it has the information you are promising them, otherwise, you should always create a landing page for your targeted campaign to achieve better results.


For example, if you are setting up a Google Ad campaign on an event you are launching and you want to be able to track your results, you would need to set up a ‘call to action’ landing page which allows the customer to sign up to this event easily. You will be able to then track how many people are attending the event by the amount of applications you receive.


5. Expecting too much from your AdWord campaign 

One the biggest mistakes a lot of people make is sitting on a campaign and not checking them to make sure they are working. Finding time to do this when you’re running a busy ship can be hard, but having a strategy where you have a targeted campaign with a daily set budget will not only benefit the campaign results, but will also help you fit the time in to access your campaign progress and check your market competition isn’t affecting your ROI.


There are lots of different tips and advise you can find on Google or YouTube, but hopefully these quick tips will help you optimise your campaign and avoid the common pitfalls most people get stick in with Google Adwords.