Make Your Ads Pay With Adzooma’s 10 Proven Google Ads Tips

Google Ads ads are displayed at the top of the Google search results, relevant to the search term. When people click on your ad, they’re taken to whichever page you want on your website, e-commerce store or landing page.

In case you’re not completely familiar with Google Ads, it’s a very popular online advertising service, which is based on a Pay Per Click (PPC) system, meaning you pay a small set-cost, each time someone clicks on your ad. 

Ads are displayed at the top of the Google search results, relevant to the search term. When people click on your ad, they’re taken to whichever page you want on your website, e-commerce store or landing page.

Your ad is only shown when someone searches for the specific keywords you are using with your ad. Therefore, anyone clicking on it is a ‘targeted’ visitor as they are obviously looking for what you’re selling.

This makes it amazingly cost-effective, as you are only paying for actual visitors, not just ad views.

The thing is, Google Ads can be a little intimidating when you first use it and that can put people off using this incredible traffic source.

However, whether you’re flattening your Google Ads learning curve by using Adzooma, or you’re going it alone, there are a number of things you can do to increase your chances of success, right out of the gate.

With that in mind, we’ve put together our . . .

10 proven tips to help you make the most of Google Ads PPC:

1: Don’t try to sell your product from in your PPC ad:

Keep in mind, your ad’s job is to get targeted visitors to your website. That’s where you do your real selling.

Successful PPC ads will make people want to know more about your product, offer or service and ‘qualify’ your prospects. This means it should only attract those who are actually interested in what you’re offering, not random clicks.

So none of your ad budget is wasted.

The only real exceptions to this, are when you use ad extensions such as your phone number or physical address, to encourage people to ring or visit your premises, without needing them to go to your website.

2: Always use your Keywords in your ad:


As people search for things based on keywords, ‘Hairdresser in Nottingham’, ‘Plumber in Leeds’, ‘buy bulk pet food’, ‘replacement bags for Kirby cleaner’ etc, it’s a good idea to use your main keywords in both your headline and ad content.

Your ad needs to let people know exactly what you are offering, so the searcher can see immediately that you match what they are looking for.

This is why Google Ads is perfect for attracting very targeted visitors, cost-effectively.

3: Use your ad keywords on your landing pages too:

Your landing page is simply the page you send visitors to, once they’ve clicked on your ad and should be designed to match it.  When someone clicks on an ad that says ‘buy bulk pet food’, you need the same phrase on the landing page the ad links to.

Don’t send them to your homepage if you sell other things too.

It’s best to use the same kind of headline, with the same keywords, so when someone clicks through, they don’t have to hunt around for what you offered in the ad.

4: Use benefits in your ads and landing pages:

You need to focus on telling your visitors how your product or service will help them, save them time, save them money, make their job/life easier, make them more confident and attractive, and so on. 

Remember, because you are not the only one in your marketplace, you need to grab attention and let them know you have what they need to solve their problem.

Check out other ads in your marketplace to see what others are saying in their ads. How can you stand out? Are there benefits your competitors aren’t pushing?

You can also try adding the price of your product/service, to pre-qualify your prospects and use extensions where possible to get more features in the ad too.

5: Define and use your USP:

What it is that makes your offer, brand, product or service unique? Are you the best in the industry, most cost-effective, most experienced, the original, most established, most effective or proven?

This can form the basis of your USP (Unique Selling Proposition).

Domino’s Pizza for instance, has always used the USP  ‘Your pizza delivered in 30 mins or it’s free’. Other brands may now offer the same, but as Domino’s was the first, it’s their USP.

They are well known for it.

So your USP doesn’t have to be unique. But if you’re the first to push a particular benefit in your marketplace, you become associated with it and it becomes your USP by default. 

Put some thought into this as it can transform you into a recognised brand very quickly.

6: If you’re a local business use Geo-targeting:

If you are looking for local prospects, because you’re a bricks and mortar business, you obviously don’t want to be wasting clicks from people who are miles away and can’t get to you.

This is where Geo-Targeting comes in.

You simply add geographical boundaries to the reach of your ad. This way you can be sure that only those people who are in your defined area will see your ad.

This is yet another great benefit of Google Ads, and it means you won’t be paying for clicks from people that have no chance of becoming customers.

7: Make your ad stand out by using Google Ads extensions:

As you can probably imagine, the more space your ad takes up on the results page, the more attention it will attract.

Ad extensions allow you to include extra information in your advert. They include:

  • App extensions which add a link directing people to the app store to download your app. This is only available on tablets and mobiles.
  • Call extensions which enable people to call you by clicking a phone number in your ad.
  • Sitelink extensions which add deep links to pages on your website, along with a brief description.
  • Callout extensions which feature extra text highlighting key information such as your USPs

You don’t need to use all of these, but check them out in Google Ads and use the ones that are useful to you. Test different ones keep the clicks, calls or visits coming in.

8: Use Remarketing for multiple chances to sell:

It’s a fact that visitors don’t always buy on their first visit to your website. However, there are things you can do to have multiple chances to sell to the same visitors, even after they’ve left your site.

Retargeting enables you to display your PPC ad on other websites that your visitor goes to after they’ve been to yours. 

It uses a ‘cookie’ to tag your visitors and then displays your ad on various sites displaying PPC ads, so your visitors are exposed to your ad multiple times in succession.

Get to know this technology and try it for yourself, as it’s a great way to re-engage with lost visitors, while you’re fresh in their mind.

9: Always track conversions:

Simply put, if a visitor completes an action that you’ve predefined, these actions are called conversions.

Tracking your conversions is important to give you the full picture and excellent info you can use to optimise your online sales process.

You can use free tools for tracking which will show you what happens after a customer has clicked on your ad. Whether they opted into your newsletter, purchased your product, phoned your business, downloaded a price list, brochure or report, or downloaded your app.

This is important as you need to know the keywords which are responsible for making sales. Once you know your most effective, profitable keywords, you can roll them out and increase your spend for more profits.

10: Test, test and test again:

You can ramp up your results, cheaper clicks and higher conversions, by testing different parts of your ad and even your landing pages.

Try testing your keywords, ad copy, headlines, extensions, and so on, until something improves your results.

Run with the winners but keep testing new ads against them and you can keep pushing up your results.

So there you have it . . .

Following our ten simple tips can make a world of difference to your Google Ads results. The more you learn and apply, the better your results will be – it really is that simple. 

If you want to flatten your learning curve and use a shortcut to Google Ads success, you can join us here at Adzooma.

We offer the perfect slot in-between your PPC account and you. You still get all the power, but Adzooma intelligently manages most of it behind the scenes. No complicated platforms, Adzooma simply tells you how to optimize your adverts and campaigns.

Sign up to Adzooma today and see how easy it is for yourself.

Phil Coleman
As a Copywriter with 25 years experience I have written squillions of words, writing for all sizes of business, both online and off including The Chamber of Commerce, the NHS and of course Adzooma. I'm a not so secret UFC fan, I live in the heart of Sherwood Forest and I have 2 pet cats called Copy and Spooky Dave.