Get Better Results with Google Ads

Ensure you split keywords into thematic Ad Groups.

Ensure that each Ad Group only contains a few related keywords, so the Ad for the Group can be specifically targeted to those keywords.

Putting too many keywords into a single Ad Group will result in a low Quality Score for each keyword. This will increase costs, and stop your ads from showing in the auction.

Use Keywords In Headlines And Descriptions

Choose the right match types to narrow your focus.

“Keyword match type” is a setting in Google Ads that lets you further refine when your ad will show up on Google.

[Exact match type] [hip hop]. Narrows your targeting

“Phrase match type” hip hop music:

Broad match type: hop hip Anything that means hip hop: Too broad. Needs many negative keywords

Add Negative Keywords.

Negative keywords will filter off the unwanted traffic. For example, If you sell commercial land in Nairobi, you can add mansions, Villas as negative keywords.

Once your Ads starts running, check Search Term reports daily and mark keywords as negative or positive. This is where budgets are wasted if not done.

Select manual bidding when you are starting to ensure Google doesn’t take control of your budget. Be in control.

If you aren’t sure what to bid, check the Google Keyword Planner for typical bids and allocate a bid slightly lower than the average you see. So if most keywords cost $1.50, choose a bid of $0.75. This way, once the campaign launches, you can check where the ad is falling on the page, and increase the bids for certain keywords.

Set performance-based bid adjustments by

Keyword. Increase bids for high-performing keywords.

Location

Devices—mobile, desktop, tablets. Conversions may come from certain devices. Bid accordingly.

Age

Gender

Apply an appropriate budget for your campaign. Google recommends a minimum of Ksh 15,000 to get any traction.

Create an Ad under each Ad group

Ensure the ad text includes features and benefits of your product/service.

Add Relevant Extensions To Your Ads to increase Ad performance

Call extension

Location Extension

Site link extensions

Price Link

Image Extension

Callout Extension

Structured snippet

Promotion

Choose cities, towns or locations that are realistic to serve. Avoid targeting the whole country.

Depending on what type of product or service you are selling, you’re unlikely to run ads 24/7. Edit your campaigns to ensure they show only when prospects are likely to buy, and when you can answer the phone.

They waste budgets if enabled.

Your landing page is where potential customers arrive after clicking on your ad. Choosing a page that’s relevant to your ad and keywords can help people find what they’re looking for more quickly. So, if your ad is promoting a sale for red wine, choose a landing page where red wine is prominently featured, instead of just sending people to your website’s home page.

In your Ad, add the most-relevant landing pages

Ensure your landing page has clear CTA

Ensure landing page text closely reflects ad text

Select an appropriate location where you have the logistics manpower to deliver your product.

Set language setting to all languages

This will help you to get insights into how people interact with your ads and website.