Google has also provided some extra advice here, com/adwords/express/answer/3055201?hl=en on what you can do to write exciting and enticing copy.

If you bid for a certain keyword, make sure that your ad copy contains that keyword. This makes your ad seem more relevant and the matching of the two will improve clicks.

You also need to make sure that your ad headlines match your landing page headlines – I briefly touched upon this above.

Optimizely found that they could improve conversions by 39.1%, by matching landing page headlines with ad headlines.



Below shows how Optimizely initially set up their campaigns

The next image shows how Optimizely adjusted their ads and landing pages in order to improve conversions.

Aside from reading more on the topic and practicing, studying other ads can be a great way to improve your skills.

Keep an eye out for appealing ads, as you’re using Google on a day-to-day basis. ‘Screenshot’ these ads and keep them in a ‘Swipe file.’

You can then use these ads for inspiration, when running your own campaigns.

You can also use a tool, like to find competitor ads that have been running for a long time.

If an ad has been running for a long time, there’s a good chance that the marketer running that ad is turning a profit – after all, they’ve found a way to fund that ad for a long period, so it’s most likely profitable.

Once you’ve created your ad copy, you then have the chance to review your campaign.

Once you click ‘Save and finish,’ you then have to wait for Google to approve your campaign.

If you ever want to adjust the bidding strategy for your campaigns, you can do that by going into the ‘Settings’ of your campaign.

Once there, you can scroll down to the section called ‘Bid strategy,’ and djust it so that you’re bidding ‘manually.’

Once you’ve done that, you can go back into your ad group and take a look at the keywords that you’re bidding on.

You’ll be shown what the ‘First page bid estimate’ is, notifying you of what you ought to be paying per click.

You can enter in a bid amount by clicking on the figures in the ‘Max. CPC’ column.

If you bid high, there’s a good chance that you’ll appear higher in the search listings.

Appearing high in the search listings is worth it, when you consider that the top three listings on the first search results page earn 41% of the clicks. (Source:



If you’ve never run a Google Search Campaign before, you’re probably excited to get one going now, after having read this post.

But, you need a plan of action if you want to ensure that your ads are going to generate a return on investment.

In this post, we’ve examined how you can find the right keywords, so that you can improve the odds of having a successful campaign. We also explored how you can write effective ads that will get people to click on them.

So… Now that you know everything you need to – why not get the ball rolling and see what’s possible for your business when using Google Search Network ads.

Good fortune with your Google AdWords Search Campaign.

Ed Keay-Smith

Online Impact

Email: Web: Phone: +61 8 9467 4488 Mobile: +61 (0)403 072 959