In Google AdWords, Target Keywords Effectively

Posted: 01/16/17

By Richard Rutigliano, PriMedia Inc.


NOTE: This is the conclusion of a two-part series on search marketing via Google AdWords. 

Google AdWords continues to be one of the most effective tools for connecting with new customers, and some recent changes strengthen the platform and enable companies to advertise with more precision. Here are five more ideas to help you make the most of your Google advertising.

  1. Target your keywords effectively. Keyword targeting is how you match your ads to the Google searches you want to target. You develop a selection of keywords and pair them up with the ads that you create. When a Google user who matches your criteria (such as location) runs a search that matches your keyword, Google can display your ad with the organic search results if it qualifies in terms of Google Score, bid and relevance. One great way to improve your keyword targeting is with a third-party keyword research tool such as Ahrefs’ Keyword Explorer 2.0. Companies might find it a bit pricey, but an agency like PriMedia invests in tools like these to help clients win in AdWords.

  2. Write great copy. Do not entrust your AdWords creative writing to an untrained staffer. This is a specialized skill that that requires knowledge of both the medium and its tools. An agency that is certified in Google AdWords is often the best choice.

  3. Create a great user experience. Creating a great experience for people who click on your ad is essential when you use AdWords. Google itself is so concerned with the user’s experience that it rates advertisers based on quality and assigns better positions for ads from companies with superior Quality Scores, while also charging lower clickthrough costs. The search giant has its priorities straight: Search ads should be precisely relevant to the keyword and should click through to a landing page specially designed for that ad. The landing page itself should be easy to navigate and use on any device. If you are advertising a specific product or service, the landing page should feature it front and center.

  4. Manage ad budgets effectively. Google offers great tools for analyzing the performance of campaigns and ads and making tweaks. With the Dimensions tab, advertisers can learn when in the day their ads work best, which keyword groups get the best results, and gain many other insights into performance over time. A good campaign manager can then adjust settings and bid levels to allocate more resources to the timespans and keywords that get the best results.

  5. Keep your ads up to date. Google allows advertisers to use advanced ad scripts that are highly useful for managing ad copy. For example, if you want to specify that a promotional offer is good for 24 hours only, you can use an advanced script to make the number a variable that counts down to the expiration time. Without any manual adjustments, the ad will always reflect the correct number of hours remaining.


PriMedia is a Google-Certified agency, and we can help you connect with buyers more efficiently via the Internet. To improve your search engine marketing, please give me a call at 800-796-3342 or email me at