Implementing a Google Adwords strategy can be overwhelming. No--those simple ads we see every day while navigating Google and other affiliated sites do not just magically appear. While you are nonchalantly googling where to buy flowers to send that special someone, there is secretly a knock down, drag out bidding war between 1-800-Flowers and your local florist that you don’t even realize, in hopes that their paid ads will prevail with top page real estate. 

Who will rise to the top? Does your local florist stand a chance? One would assume that the one with the highest budget will be the victor, but not necessarily. 

Just because you have a limited budget or you’re not well known does not determine your Adwords fate. You just have to know how to play the game. Strategy is key!

The great thing about Google Adwords is most accounts are charged on a CPC (cost-per-click) model. That means you are only charged when a user clicks your ad. So no worries about pouring money into advertising that produces no results. The key is to best utilize your budget to engage as much of your target audience as possible. If you are like the local florist who wants to make the most out of their ad budget, keep these important tips in mind to stay in the game. 

Be Direct

When choosing your keywords and ad copy, have your desired user action in mind. Include your keywords in your ad copy, and tell them exactly what you want them to do when they click the link whether it is to buy, register, download, etc. If you are promoting an offer, include the offer in the headline text. If your goal is to get the user to visit or contact your business, make sure you include the location, hours and contact info in the ad using ad extensions. Before you finalize, ask others if this ad would engage them to click. If not, revise your copy to make it more enticing.

Know When You’re Outnumbered

The key to a successful Adwords campaign is making the most out of your budget. If you are selling t-shirts, but find yourself competing with Macy’s and Wal-Mart for a $20 bid on the keyword “t-shirt”, your ad dollars will more than likely go further using other keywords. Use tools such as the Google Keyword Planner to suggest keywords that are more affordable but will still produce results.

Cover Home Base

If you are in an industry that is highly ad competitive, always bid on your brand. What you do not want is your competitors ranking higher than you when someone searches your company name. Never give your competitors the opportunity to redirect your intended traffic to their page. However, if you have the budget to bid on the names of you it! We said it’s a game, not that you had to play fair (insert shoulder shrug).

Never Lose Your Target

A sure way to unnecessarily drain your Adwords budget is by not utilizing the location targeting feature. Google allows you to target geographic locations ranging from countries to zip codes, to a radius around a location. Use this method to avoid engagements that will likely not result in conversion and instead capture the audience that is most likely to convert. 

Demographic targeting is also a way to narrow your audience by age, sex, language, income and interests. Although not 100% accurate, Google collects this information from a users’ settings, online activities, and social networking sites. Using demographics to target can be helpful, especially when working with a limited budget but at the same time can exclude or include people who are categorized incorrectly. Testing and monitoring results with different demographics settings can help you gain some insight.

Change the Game

Monitor your campaigns on a weekly basis and adjust ads, keywords, and bidding amounts based on what is and isn’t performing. If you have keywords that are garnering a lot of clicks, make sure you have enough budget going to sustain those keywords. Start out with a broad set of keywords so you can gauge performance, and then focus your resources on the most valuable. Don’t be afraid to revise your strategy, adjust your targeting and demographics, or invest more during traditionally busy seasons. Change is good, and the best way to make sure you are getting the best value.

Following these simple tips will give you the courage you need to fight the good fight! May the ads be ever in your favor.

If you need assistance on Google Adwords strategy or management, contact us at


By Ashley Mannings

Digital Marketing Manager

Published on January 11, 2018