5 Essential Tips for Google Ads Success

Tips for Google Ads Success

5 Essential Tips for Google Ads Success

Are you thinking of hiring an agency to run your Google Ads?

Google Ads is a complicated combination of first-hand expertise, machine learning and automation. Mistakes caused by wrong setups and careless decisions can prove to be very costly. That is why hiring an expert to run your ads is usually the best decision for beginners.

However, as powerful as the platform is, Google Ads is not a magic bullet. No amount of Google Ads is going to fix a broken product.

Therefore, before you even think about running your first campaign, you should consider the following to ensure your campaign is successful.

Table of Contents

Understand Your Why

Knowing the fundamental purpose behind your business serves as a guiding light for crafting ad campaigns that not only appeal to your target audience but also embody what your brand stands for. This clear vision and purpose facilitates the creation of meaningful and effective advertising strategies that ultimately lead to more impactful and successful campaigns.

Can you answer the following questions?

  • Why does your business exist?
  • What problems do you solve?
  • What are your unique selling points (USPs)?
  • Who are your customers?
  • Why would they choose you over competitors?

Don’t even think about running Google Ads until you can answer all these questions.

Tips for Google Ads Success

Create an Irresistible Offer

You need a good offer to be successful with PPC. Without an enticing offer, attracting and converting potential customers is difficult, much like trying to catch fish without bait.

Ask yourself:

  • What makes our product better than competitors?
  • What value are we providing?
  • What does our audience consider valuable?
  • Can we compete outside of price?

Remember, an irresistible offer is not just about pricing but providing value that is clear and compelling to the consumer, making it hard for them to say no.

In the words of entrepreneur Alex Hormozi: “Make people an offer so good they would feel stupid staying no.”

There Is No Universal Strategy

There isn’t a one-size-fits-all strategy that fits all situations because each business is unique. Therefore, it’s essential to approach Google Ads with an open mind and willingness to learn, so you can find out what the best strategy is for your specific case.

And while it’s natural to want control, micromanaging your agency can be counterproductive. Agencies bring expertise and experience in managing various ad campaigns and can offer a broader perspective on what works and what doesn’t in different contexts. Giving your agency the freedom to test and iterate is essential for achieving long-term success.

Tips for Google Ads Success

Google Ads Is Just One Piece Of The Marketing Mix

A common mistake with SMEs is that they only focus on a single channel, such as Google Ads. However, experienced marketers know that Google Ads is just one piece of the broader strategy. While improving Google Ads performance is important, try to consider it within the context of your overall marketing plan. Cooperate with your agency for maximum results and remain open to venturing into alternative platforms like TikTok, Meta, and LinkedIn.

What Happens After The Click Is As Important As What Happens Before It

While Google Ads can efficiently send potential customers to your platform, the real impact is made by optimising what happens after the click.

Factors like the quality of your landing pages, offers, and efficient customer service will significantly influence the customer’s decision to convert.

In our experience, here’s what sets the most successful customers apart from the rest:

  • They are constantly trying to solve problems in their own business.
  • They don’t just keep asking for help, they also bring solutions to the table.
  • They are open to receiving constructive feedback, and use it as a resource for improving their operations.
  • They are willing to experiment with new strategies and approaches.
  • They recognise the importance of staying current with technology and are willing to invest in innovative solutions that can improve efficiency and competitiveness.

Navigating the complexities of Google Ads can be daunting, but with careful consideration and strategic planning, it can be a highly effective tool for driving your business success. But before diving in, take a moment to reflect and plan. When you’re ready to take your Google Ads to the next level, the expert team at Glow Digital is here to assist you every step of the way.

Thanks to Miles McNair at ppcmastery.com for the inspiration for this post!

Sari-Honkala glow digital


Sari Honkala

Originally from Finland, Sari honed her marketing chops in England before finally settling in Bangkok.

She’s passionate about creating high quality content for clients, quantitative performance metrics and leveraging data for actionable insights.

Quick Tips To Improve Your PPC Campaign Performance

Quick Tips To Improve Your PPC Campaign Performance

In the previous post we covered getting started with Google PPC Ads. Once your campaigns are live, it doesn’t mean your work is done, however. Google Ads isn’t really a platform where you can just set your campaigns and forget them. In order to get the most out of your PPC campaigns, you will need to keep track of your them and optimize for better performance on a regular basis. The great thing about Google Ads is that the platform actually gives you a number of tools that can help you tweak your campaigns.

Here are a few things you should be doing on a regular basis:

Check your search terms reports

The search terms report is a nifty feature that, when used efficiently, will definitely help you improve your campaign performance. This report contains all the search terms that triggered your ad over a given period of time. Use it to find the search terms that generated conversions and add them as new keywords to your existing campaigns. Another thing you should do is look for negative terms – search terms that you don’t want your ad to appear on – and add them as negative keywords.

Optimise your bids

Once your campaign is up and running and you’re getting traffic to your site, you should (hopefully) start seeing some conversions. The next step is to figure out which keywords are the most profitable. By measuring the keyword conversion rate and cost per conversion, you should begin to have a pretty good idea how much you can afford to pay per click on these keywords and adjust your bids accordingly. Google Ads has a number of automatic bidding options to assist with this, but it’s often a good idea to run your campaign manually at least until the system has enough data to start making informed decisions.

Shift budget towards the best performing keywords

Since you’re paying every time someone clicks your ad, it doesn’t make sense to keep spending large chunks of budget on keywords that don’t generate conversions. Instead, you should allocate more budget for the campaigns that have a strong track record of producing conversions. Remember, budgets are controlled at campaign level, and if your campaign runs out of its allocated budget, Google will stop showing your ads. You’ll want to make sure that the campaigns that contain the best performing keywords have enough budget allocated for them, otherwise you could be leaving money on the table.

Google Ads Audit

The key to winning at PPC is careful management and regular campaign optimization. Ideally, you should check how your account is performing at least once a week, but even if you just set aside a few hours per month to do these three things, you’re already doing better than a lot of advertisers out there.

Are you running Google Ads PPC campaigns for your business? Get in touch with us today for a free, no-obligation Google Ads audit. We will manually review your account and send you a report outlining your PPC performance and suggestions to improve your account.

Getting Started In Google Ads

Getting Started In Google Ads

When it comes to running digital advertising campaigns, many small business owners will immediately think of social platforms like Facebook. However, Google Ads (formerly known as Google AdWords) can be a very effective advertising solution for most businesses looking to enhance their online presence. It does tend to require slightly more effort, but the rewards can be well worth it.

Google is the world’s most popular search engine, so right away you can be putting your business in front of a huge number of potential customers. Not only does it help you to increase reach, brand awareness and conversions, but it can elevate you above your competition in search results and generate sales as well. The best part of it is that Google is a PPC (pay-per-click) platform, so you only pay when a customer clicks on your ad and is directed to your website. All of these elements make Google Ads a fantastic tool to promote your brand and products. If you’re looking to launch a Google Ads campaign but don’t know where to start, we have compiled this short guide on how to get started. In short, if you have only 5 minutes to learn about Google Ads, here’s what you need to know.

Get to Know the Interface

The very first thing you need to do when you’re looking to use Google Ads is to familiarise yourself with the platform. So many people believe that Google Ads is just a way to boost your SEO campaign, but in reality, it’s an entirely different thing.

Google Ads is a self-serve platform that allows you to post your ad campaigns on many different platforms associated with Google. You can set up your conversions according to what you want to achieve with your campaign. It could be online purchases, phone calls, form fills and so on. You will only pay when someone clicks on your ad, so if your campaigns are well set up and you’re targeting the right audience, you are only paying for qualified potential customers to visit your website. Which takes us to the next step…

Create an Effective Campaign Structure

A well-organized Google Ads account is the key to driving qualified traffic to your website at a low cost, so you’ll want to make sure you get it right from the beginning.

Building out your first Google Ads campaign may seem daunting at first, but don’t worry. It’s actually all pretty logical. The first thing you need to learn and understand is the hierarchical relationships between campaigns, ad groups, keywords and ads.

A campaign can contain one or more ad groups, which contain the targeted keywords. Ad groups are used to organize keywords and ads around common theme. A good rule of thumb is to have around 10-20 relevant keywords per ad group. You could have fewer keywords (even just one keyword per ad group), but if you find yourself having dozens of keywords in a single ad group, you might want to start splitting them into separate, smaller ad groups. The reason is that the keywords trigger the ads that are contained in the ad group, so they should always be highly relevant to the ads.


Some people make it sound like structuring a Google Ads account is an art in itself, but in most cases, it makes sense to structure your account, so it mirrors your website structure. This makes it easy to navigate around the account and find out if there are any keyword gaps.

Budgets and other setting (such a geographical targeting) are also controlled at campaign level, which is why it’s a good idea to maintain a fairly granular structure and break off very large campaigns into smaller, tightly organized campaigns.

Do Some Market Research

Once you understand what Google does, you will need to understand who your audience is and what they are looking for. Since Google is a massive platform with detailed information of just about every user and their online behavior, it is able to target just about any demographic in existence. You need to find out which keywords and ads will lead to the highest conversion, as that will ensure that your ads budget goes as far as you need it to.

To start, you’ll need to do me keyword research. If this seems overwhelming to you, don’t worry, you can find out as much as you need for free right on Google! The Keyword Tool in Google Ads is a great place to start. Alternatively, there are many free third-party resources to do this.

In case of PPC (pay per click) ads, all keywords are not created equal. Try to learn the differences between the intent behind each keyword so that you can serve the best matching ads and the most relevant landing pages for them. For example, the search terms: “iphone reviews”, “buy iphone xs” and “free iphone” all show very different intent so it wouldn’t really make sense to put them all in the same ad group and serve identical ads for them.

Remember, they key to success in PPC is not about bidding on the most keywords. It’s about bidding on the right kind of keywords that bring quality traffic with high purchase intent to your website.

Choose The Right Keyword Match Types

Once you’ve created your campaigns and ad groups, it’s time to start adding your keywords. Google Ads offers four different keyword match types: broad match, modified broad match, phrase match andexact match, which all behave slightly differently. It’s really important you understand the differences between them since using the wrong keyword match types can end up wasting a lot of budget and hurt your account’s performance.

Keep in mind when adding new keywords is that the default match type is broad match, but for most advertisers this is actually the least suitable option. The good thing about broad match keywords is that they usually have the widest reach and can bring the most traffic to your site. However, the downside is that the targeting can be too broad to be relevant, and this can really hurt your account performance. Exact match does pretty much what it says on the tin, but these keywords can be too specific to bring huge quantities of traffic. Therefore, using exact match together with either phrase and/or modified broad match keywords is usually the best option for most advertisers, while broad match should be only be used carefully, if at all.

Finally, add negative keywords. These are the keywords that you don’t want your ad to show on and should be considered just as important than the actual keywords themselves. For example, let’s say you sell new cars on your website. You might want to add the words “second hand” or “used” as negative keywords, since these searches are not relevant to you. Tip: you can use the Shared Library inside Google Ads to quickly apply negative keyword lists to all your campaigns.

Create A Specific Landing Page For Each Campaign

One thing that you must not forget when looking to launch a Google Ads campaign is to make sure that you have a landing page for your campaign. Without having a well-designed website and relevant landing pages, your conversion rates will suffer.


Think about user intent when designing your landing pages. Let’s say your website sells flowers. Someone searching for “flower delivery in bangkok” should land on a different page from someone looking for “mother’s day flowers”. Having highly relevant landing pages will not only boost your conversion rates, it will help lower your CPCs (cost per click) too.

It doesn’t matter how much money you put into the budget, as when your landing page is confusing or slow, it will hurt your brand rather than helping it. This is often easier said than done, as there is a lot that goes into designing a website. It’s always a better idea to have a professional web design agency to help you with it instead of trying to wing it all by yourself.

Set Up Conversion Tracking

One of the most helpful features in Google Ads is the ability to track conversions. A conversion can be any action that people take on your website that leads to the desired result. Common conversion actions include purchases, downloads, phone calls and web form submissions.

If you’re not tracking conversions, you’ll have no idea how your keywords and ads are performing and could end up wasting valuable budget without getting much in return. Setting up conversion tracking involves adding a short piece of code to your website and is relatively simple to implement, as long as you have access to the backend of your website.

Create Different Ad Variations

Now that everything is in order, it’s time that you launch your campaign, but one tip that you need to keep in mind is that you should have a variation of ads for the same ad campaign. This will help you to gather information about minor details and compare them to each other to see which one has the highest clickthrough rates. This way, you won’t have to waste weeks, or even months learning what works and what doesn’t. You can run all the testing at once and see the results right away. It’s a good idea to try and have at least 3-4 ad variations per ad group. This allows you test different headlines, unique selling points, calls to action and so on.

Need Help With PPC Campaign Management?

Are you looking for help with your Google Ads? Get in touch with us today! We’re a digital marketing agency in Bangkok that specializes in helping local businesses. Contact us for a free consultation today.