Mastering Google Adwords: Tips, Tricks and Hacks Every Self-Respecting Marketer Must Know

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You jump through a lot of hoops to guarantee the success of your online marketing campaign – content marketing, website user experience, social media marketing and SEO marketing. All of your efforts could very well be for naught if you don’t leverage Google Adwords to your advantage.

While many companies make lofty claims about handling all your Adwords needs, there are very few Google Adwords management companies in Vancouver who have truly mastered the intricacies of the platform.

Managing your Adwords campaign alone can quickly become an overwhelming affair. At Web Masters, we understand what it really takes to develop a proper campaign structure, guarantee ad copy optimization and execute the most lucrative bidding strategy for your business.

What is Google Adwords?

Adwords is the most competitive and powerful advertising platform on the planet, owned and operated by Google. Millions of companies all over the world use Adwords daily to tap into newer and wider audiences.

This platform can be leveraged to reach customers through two primary networks – the Search Network and the Display Network. The Search Network, and the more common Adwords tactic of the two, refers to the pay-per-click (PPC) method where advertisers essentially bid on keywords that are relevant to their products or services. The more substantial the bid, the better the likelihood of ranking in the inorganic search results when users enter relevant keywords into Google.

This tactic emulates a large and widespread online auction, where several companies are all competing for the same keywords. The winner, and the company who gets their website ranked at the top of the inorganic search results as a reward, is essentially the company who outbids the rest.

These paid advertisements will usually show up at the top of the SERP, as part of the inorganic results, and may also be displayed to the side. Advertisers pay every time their ad is clicked on, hence its name.

The Display Network affords advertisers with the opportunity to place banner-esque advertisements on websites that choose to be a part of this network. Over 90% of internet users globally are reached through this particular advertising tactic.

Although, Google Adwords is an umbrella term that encapsulates both the Search Network and the Display Network, more often than not, it is used to only refer to the Search Network by digital marketers. The Display Network is referred to by its own name to avoid confusion.

What Does it Take to Run a Successful Google Adwords Campaign?

If you’re a good digital marketer and a savvy businessman, chances are, you will eat, breathe and sleep these three things: increased click-throughs, increased conversions and increased revenues. Google Adwords can help this dream along and grow your business tremendously. Before we jump the gun, let’s get familiar with what it takes to pull off a highly effective Adwords campaign.

Know Your Audience

When deciding the parameters of your Adwords campaign, the very first step to setting yourself in good stead is to familiarize yourself with your target demographic – location, age, sex, profession, education, personal preferences, shopping habits, and the likes. This helps paint a very clear picture of who you will be marketing to. That way, you can narrow down your target criteria when deciding which keywords to rank for. Since you will be paying for each and every time a user clicks on your ad, it is important to make sure that every click counts.

Broad Match vs Exact Match Keywords – Which is Right For You?

When you target keywords in the Search Network, you can either opt for exact match keywords – your website will only show up on the SERP if the user’s search query exactly matches your keyword or broad match keywords – the user’s search query doesn’t have to be an exact match of your keyword for your website to show up on the SERP.

For example, an advertisement for a brewery control system that targets the keyword “homebrew” as an exact match, doesn’t give Google much wiggle room and alienates users who may be searching for equipment, grains, recipes or advice. It should be said that it is much easier to write an ad for an exact match keyword as you know exactly what your audience is looking for.

Strategizing between exact match and broad match keywords takes some doing. This is where an experienced Adwords management company comes into the picture to help you strike the right balance between your choice of keywords.

Target Any Point of the Sales Funnel With Your Value Proposition

Adwords is a versatile tool in that it allows you to target all sorts of customers with different intents at any point in the sales trajectory. For example, one user may search for “walking shoes” – conveying a lower intent to purchase, whereas, another may search for “women’s black motion control running shoes” – conveying a higher intent to see the purchase through.

This makes it very easy for you to target your ad copy to users, depending on their initial search query.

Split Testing is Vital to the Equation

Which ads are a huge hit with your audience and which are falling short – this can be determined through a little preemptive A/B testing. This means that you compare two versions of a landing page or an ad to see which performs better with your users. For example, one version of your ad may have the USP “20% off on your next purchase.” You may get about 40% more conversions through this ad when compared to another that promotes the USP “Free shipping worldwide and next day delivery.” Split testing is every marketer’s darling and lets them know exactly what entices their audience and inspires clicks.

What’s Your Competition Up To?

We cannot stress this one enough. If you’re interested in bidding for a particular keyword, it’s wise to use a third-party tool or conduct a Google search to know who else is also interested in and ranking (both organically and inorganically) for those same keywords. The best way to tailor your ad copy is to know exactly what you’re up against.


Don’t let Google Adwords get the best of you! Talk to the experts at Web Masters today to receive industry-leading support and attract new customers to your website.


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