Businesses in today's digital age are turning to pay-per-click (PPC) advertising like Google Ads to reach their target audience and drive conversions. This powerful advertising platform allows your company to create highly targeted ads and connect with potential customers precisely when they search for a particular product or service. 

However, your ads can only enjoy success if you follow Google AdWords' guidelines. If you want your PPC ads to gain better visibility, this article will enumerate the best and worst habits for creating effective Google Ads. 

6 Dos to Follow 

All businesses deserve to enjoy success in their marketing efforts. Here are the six best tips you should always follow.

1. Use Google AdWords Keyword Planner

This helpful tool can provide valuable suggestions, like long tail keywords, to improve your PPC ads. All businesses must maximize this free tool by dedicating time to research and finding the best keyword phrases for their ads. If you don't use it, you're missing out on a significant aspect of Google Ads.

2. Set a Daily Keyword Budget 

Allocating a certain amount of money helps you analyze your keywords’ effectiveness and determine their success rate. This good daily practice allows you to identify profitable keywords that you can use for paid marketing while avoiding excessive spending on unbeneficial keywords. 

‍3. Re-Target the Visitors Who Clicked from Your Site Midway

Allocate some time to create re-targeted PPC advertisements featuring attention-grabbing headlines and descriptions to recapture the lost sales due to these visitors leaving.

4. Conduct A/B Testing

Google AdWords lets you effectively conduct A/B testing, which can enhance your advertisements’ performance and increase conversion rates. You can identify the most effective form when you try diverse ad formats, like short and long ads, and evaluate each one’s outcomes.

5. Increase Ad Relevance through Target Audience’s Search Queries

High relevancy is crucial for success. When people click on your paid search ads and land on your website, they’ll likely be interested in your offer if your ads are relevant to their search queries.

6. Keep One Keyword per Ad Group

Create separate ad groups for each keyword to improve results and keep each group tightly themed with only one term per group. 

7 Don'ts to Avoid 

After enumerating the best practices, here are some bad habits you should never implement. 

1. Use Generic Keywords

Don't use broad terms; they won't bring targeted traffic to your site. Instead, use specific and relevant keywords to your product or service to attract potential customers more likely to convert. 

2. Choose Keywords Based Only on Search Volume

Never choose keywords only based on search volume, as it’s insufficient. You should also consider factors like budget and relevance. Although popular keywords may be costly and have more competition, you shouldn’t invest in them if they’re irrelevant to your company.

3. Place All Keywords in One Ad Group

Don’t do this, as it’s a costly mistake. Instead, keep one keyword per ad group or group closely related keywords together.

4. Outbid Your Competitors 

Don't overspend on bidding to reach the top position in paid searches. Instead, focus on relevancy and stick to your budget. 

5. Blame Advertisements for Low Traffic and ROI

If your PPC ads aren't performing well, don't immediately blame the ads themselves. Try creating different landing pages to find the best combination with your ads.

6. Forget to Geo-Target Your Ads

Geo-target your ads to limit them to areas where you can get potential customers and increase their relevance. Spend money only on your serviced areas and use region-specific keywords.

7. Rely on Google's Metrics 

Don't trust Google AdWords' popularity metrics. Instead, rely on your research and findings to evaluate traffic.

Conclusion

PPC ads can help businesses attract more customers and traffic, but that only works if you do it right. You can ensure its effectiveness by knowing the best and worst practices and working with a professional agency. 

If your business needs help creating PPC ads in Calgary, call Distinctive MS! We’re ready to provide our clients with robust, cost-effective solutions that work. Contact us now!