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AdWords Ads: How to Create Effective Ads that Get Results

Google Ads, formerly known as Google AdWords, is an advertising service developed by Google that allows businesses to advertise via ads in Google search results and on the Google network. It is a pay-per-click (PPC) advertising solution where advertisers pay per click or impression on an ad.


Adwords ads work like an auction. If you want to promote on Google, you have to set a maximum amount (your bid) that you are willing to pay for a specific action on your ad. Higher bids naturally lead to better ad placements.

  • CPC (cost-per-click) – The amount you pay for a click on your ad.
  • CPM (cost-per-mille) – The amount you pay for 1,000 impressions of your ad (i.e., how many times your ad is displayed).

Types of Google Ad campaigns and their best practices

Now that you are familiar with the essentials of Google Ads let’s look at the five types of Google Ads campaigns and see how you can use them to promote your business.

1. Google Search Ads – Target People Searching For Your Products

Google search ads are message ads that appear on Google search engine results from web pages (SERPs). Your search ads can appear either on the top above the organic search results or at the very bottom of the page.

Best for: Reaching people who are ready to buy

By targeting keywords with purchase intent, you can reach customers when they search for the products and services. For example, if you sell dog beds in your Shopify store, you can use keywords like “dog beds cheap” to target people who want to buy a dog bed.

Whether your ad campaign is displayed at the top or bottom of the SERPs depends on your bid price. The more you bid, the better the visibility.

Best Practices For Google Search Ads

Here’s a list of best practices for Google search ads that will help you get more sales

1. Write compelling ad copy

Remember that search ads are text ads with no visual elements, so their effectiveness relies on how well you write them.

Your ad copy must focus not on the features of your products but on the benefits to the user. Appeal to the needs and emotions of your potential buyers.

Also, the space in your ad is limited – make sure you mention the essential things succinctly. Avoid generic phrases and use specific calls to action. 

2. Create branded search campaigns

It’s highly recommended to bid on your brand terms, especially if your business is new and doesn’t have an organic ranking yet. This way, you can ensure that your potential customers can easily find you when they want to learn about you.

And even if you’re already ranking organically on Google, it’s still beneficial to run a branded search ad. Grammarly does this even though it’s a well-established and strong brand.
By bidding on your brand name, you take up much more space in the SERPs and increase your chances of getting visitors. Be smart, be like Grammarly! 

Running a top-quality search campaign can also help you discover different variations in your audience’s searches for you on Google. You might come across misspellings or long-tail keyword variations like “Grammarly for technical writing” that can give you ideas for your marketing.

3. Google ads tip for better ad performance

Bid not only on your exact brand name but also on the specific products you sell, especially if they are original branded products that stand out from similar products in their niche.

4. Run campaigns to find competitors

Another method to use text ads is to target your competitors’ brand terms.

Don’t feel bad about doing this – it’s a widespread practice. There’s a good chance that people searching for your competitors’ terms will also be interested in your products, so use this opportunity to increase your sales. And if you’re already popular in your niche, your competitors are probably already bidding on your branded terms.

5. Create dynamic search ads

According to Google, 15% of search queries on Google are entirely new every day. While this gives savvy marketers more opportunities to reach their target audience, it also makes it harder to keep track of all the search terms relevant to your brand.

Consider running dynamic search ads to save time and make keyword list management easier. They offer the simplest way to reach people searching for your products and services on Google. 

Dynamic search ads use your online store’s content to target your ads.

With dynamic search ads, you don’t have to manage extensive keyword lists, and you can also fill in the gaps of your standard keyword-based campaigns.

There are a few points to keep in mind, though

  • Dynamic search ads don’t work very well if your website changes very frequently (for example, if you update it with daily offers).
  • Dynamic search ads work best on websites with a clear structure. Ensure your HTML titles and other parts of your web content are well thought out, as Google will use them to create headings for your ads and match them with user search queries.
  • Your product pages and homepage need to be optimized so that Google can identify topics and terms on your site. If your online store contains a lot of Flash content or if visitors have to log in to see your site’s content, you won’t be able to run successful dynamic search ads.
  • Check if your website is accessible to the Googlebot. Go to, type in the URL of your site and check if it is there. In other words, ensure Google can see the content on your site.

6. Create Responsive Search Ads

Even though they sound similar, responsive search ads are different from dynamic search ads. With dynamic ads, content is pulled from your site and automatically adjusted to create your ads.

On the other hand, responsive ads require the advertiser to prepare a list of numerous ad headlines and descriptions for the same ad. After that, Google Ads automatically mixes and matches them to find the best combinations.

Responsive search ads allow you to best meet users’ search intent and improve your campaign’s performance. Also, you can tailor the ad text to your customers’ locations and reach more people.

2. Display Ads – Increase Brand Awareness

While search ads are text-based and target specific keywords, display ads are image-based and allow you to target people who are likely interested in your products but aren’t searching for them yet.

Usually, you’ll see display campaigns when you browse your favorite websites. However, you can also see them in your Gmail account, apps, or videos.

Best for: Reaching your potential customers early in the buying cycle and increasing brand awareness. 

Display ads can help you introduce your business to specific audiences who are likely interested in what you sell. This way, you can reach more people than just using search ads.

Google Display Network

Google uses the Google Display Network (GDN) to show your display campaigns to relevant people.

It is a network of more than 2 million websites, apps, and videos where your Google ads can appear. You can specify where and when you want your ads to appear based on the characteristics of your ideal audience, such as age, gender, or interests.

With the Google Display Network, you can reach more than 90% of Internet users worldwide.

Best Practices For Google Display Ads

Below is a list of Google Display Ads best practices that will help you increase brand awareness and get more individuals right into your marketing funnel.

1. Prefer responsive display ads

You can select between three types of display ads: responsive display ads, Gmail ads, and uploaded image ads. While all three ad formats are adequate and suitable for different marketing strategies, according to Google, responsive display ads achieve the most significant reach of all. That’s why we suggest putting more budget into them.

Responsive display advertisements are automatically adjusted in appearance, size, and format to fit all available placements on the Google Display Network. 

Upload your content, such as images, headlines, descriptions, your logo or videos, and Google will determine the best combination and automatically create your ads.

2. Don’t mix new users with remarketing audiences

Display ads allow remarketing, a great way to remind your website, and visitors, about your products. However, exclude an individual who has already been to your online store or viewed one of your YouTube videos from your new target markets. They already know about your brand and probably need a different messaging type than people who have never heard of you.

3. Attract people who are similar to your high-value visitors

You can use your remarketing audience, which consists of your previous visitors, to expand your top-of-the-funnel audience (the people who don’t know about you yet). You can use your high-value visitors to find similar people who will likely become your customers.

To do this, use a targeting option called “Similar Audiences.”It allows you to target potential customers who have similar web behavior to people from your remarketing campaign.

3. Video Ads – Reach Your Target Audience

Since YouTube is part of Google and also works as a search engine just for videos – you can target your potential customers on YouTube based on the content they watch. And with over 2 billion customers worldwide, you have a pretty large audience to target!

Your video ad campaigns will run before, during, or after YouTube videos and search results.

Best suited for: Getting your product or service in front of a relevant audience

You can use demographic targeting with video ads and reach your ideal audience by age, gender, and interests.

In-stream video advertisements have a 5-second timer before users can switch to the video they want or watch the ad for its entire period. Either way, you have plenty of time to get your message across.

For maximum impact, use this ad format in conjunction with display advertising.

Best Practices For Google Video Ads

Below is a checklist of best practices for running video ads in Google Ads that will help you increase brand awareness and get more leads.

1. Create narrow audiences

Remember that if you advertise to everyone, you’re not targeting anyone. It would be best if you develop separate video ads that target particular keywords, topics, or demographic groups to run successful video ad campaigns. This way, you’ll get genuinely relevant ads to your target audiences, and they’ll be more likely to make it into your marketing funnel.

2. Keep your ad short 

Ad play rates drop significantly after 45 seconds. So make sure you get your most important messages across at the beginning of the video.

3. Be direct with your messages

Since your video ad may be your only communication with YouTube viewers, be direct in describing what your business offers. Provide your audience with clear next steps they can take after watching the video. For example, you could prompt them to make a purchase or visit your website for more details.

4. Use advanced campaign settings

Optimize your video advertisement with advanced campaign settings. For instance, you can set your ads to run at specific times or on certain days of the week when you’re most likely to reach your target market. To avoid ad fatigue, you can also establish a frequency cap to limit the number of times ads are served on YouTube or partners in the Google Display Network.

4. Shopping Ads – Advertise To Ready-To-Buy Buyers

Google Shopping ads are product-related ads. They are explicitly displayed for product searches on Google.

Unlike regular search ads, Shopping advertisements show an image of a product and the item title, price, store name, and reviews. Essentially, they offer shoppers important product information before visiting an online store.

Best suited for: Drive traffic to your e-commerce store and increase sales.

There are three types of shopping campaigns

  • Product Shopping Ads. These are created using the product information provided in your Google Merchant Center account.
  • Showcase shopping ad. You can create these by grouping some similar products. Customers can Compare some of your products and choose the best one. This way, they can explore your inventory without entering your store.
  • Local inventory shopping display. These advertisements are helpful if you have a physical store.

They use product feed information from your local inventory to show nearby Google customers your products from a physical store.

Best Practices For Google Shopping Ads

Below is a checklist of best practices for running Google Shopping ads to increase sales.

1. Your product details should be keyword rich

Google uses your product data to determine if your products match a search query from a potential buyer. Ensure your product titles and descriptions contain keywords that best describe your products.

2. Always double-check your product data

If your rates are not 100% accurate, Google will not show your product ads, especially if you have different international currencies. Make sure you have a secure process for updating your product information, price changes, and availability.

You can check your product data manually, for example, with Google spreadsheets. However, if you have many items, you should look for dedicated software. That way, you will save time and ensure that your product data is entered correctly.

3. Use high-quality images

Product images can be crucial to the success of your advertising campaign, so take great care of them. They should be of top quality and taken against a transparent background.

5. App Ad Campaigns – Increase The Number Of App Installs

Do you have a mobile application for your business? With Google Ads, you can advertise it with app campaigns on the most extensive Google sites, consisting of Google PlayYouTube,  and the Google Display Network.

Best for: Creating ads to promote the installation of your app or to perform a specific action within the app.

Unlike other ads on Google Ads, you do not have to create custom ads for app campaigns. Instead, your ads are automatically created for you!

Specify a text, starting bid, budget, and the languages and locations for your campaign. Google Ads will then customize this information for a range of ads in different formats and networks. You can also include some HTML5 assets if they are relevant to your business.

Best Practices For Google App Ad Campaigns

Below is a checklist of best practices for running Google App campaigns to attract more potential customers.

1. Give Google time to optimize your ads

Let Google Ads run your project for at least seven days to optimize your ad themes, placements, and bids before deciding. If your ad campaigns aren’t producing the expected results, you may be tempted to adjust the budget or stop the ad. However, don’t make any hasty decisions if your ads have only been running for days.

If you need to make changes, make sure they are small enough that they don’t reset Google’s machine learning.

2. Upload different elements 

Google recommends providing at least one image in landscape orientation, one video in portrait orientation, and one video in landscape orientation. Google then tests different combinations of assets and serves the ads that perform best more frequently.

Google Ads (formerly known as AdWords) is an online advertising service that enables businesses and organizations to place ads within Google’s search results and advertising network Pay per click (PPC) models charge advertisers for each time someone clicks on their ads. You can create an Ads account and link it to an existing website for free but the cost of each campaign is driven by the number of competing bids for the same keywords. Here’s where to start Google Ads and also check out our more products at My Funnel Script