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Google Ads

So you have set up your Google Ads campaigns. Now, you want to see your ads showing up on Google. So you’re Googling some of your keywords and all you see are the ads of your competitors. Dammit! 

There could be multiple reasons why your ad is not showing up in Google. Keep in mind that the fact that you’re not seeing your ad, doesn’t necessarily mean that you’re potential customers don’t see them. Either way, it’s worth to do some further research to get an understanding of why you don’t see your ad.

Here are 14 reasons why your ad is not shown in Google Search.

1) Billing issues.

First, have a look if your account is active. There might be some issues you have with your billing details.

If there are any issues, there should be a big red banner popping up when logging in to your account. If not, you should be fine. But to be 100% sure, drill down to Tools & Settings > Billing > Billing summary.

2) Paused campaigns, ad groups, keywords or ads.

Then, have a dig through your campaigns to see that all the campaigns, ad groups, keywords and ads are enabled. 

It might seem obvious, but you might have missed something when you pushed everything live. Find your most important keywords, and double-check that everything is enabled as it should.

3) Ads are not approved yet.

Especially if you just created a new Google Ads account, it might take some time before your ads will get approved.

Normally, it should be going through the approval process quite quickly. However, it could take 24 hours and in some cases even up to 3 days.

If this is the case, all you can do is wait. There’s no way to speed up the process, unfortunately.

4) Disapproved ads.

Google has a lot of guidelines and policies your ad will need to comply with. If not, your ads will be disapproved.

Google’s advertising policies cover 4 broad areas: prohibited content, prohibited practices, restricted content & features, and editorial and technical.

If your ads are disapproved it will be in one of these areas. If all the ads in an ad group are disapproved, this will prevent any keywords in the ad group to be triggered. 

5) Disapproved keywords.

Sometimes certain keywords get disapproved. Again, this means that they don’t comply with the guidelines that Google have set for advertisers.

To find these keywords, you can drill into the keyword tab of your Google Ads account and use a filter to only show keywords that are disapproved.

6) Low CPC bids.

Sometimes, the cost-per-click bids are lower than what’s need to compete in an ad auction.

It simply means that your ads are eligible to be shown, but that your competitors are outbidding you.

In order to have your ads shown, you will need to increase the cost-per-click bids of your keywords.

7) Poor Quality Score.

Similar to having low CPC bids, a poor Quality Score can prevent your ads from being shown. 

If you have launched your first campaigns, this is very likely. The Quality Score is something you build up over time by showing Google that the ads you’re running are relevant to a user.

So if you’re ad is not showing because of a poor Quality Score, you can increase your CPC bids. Once you build up a better Quality Score (by showing highly relevant ads and landing pages) your cost-per-click will slowly decrease over time.

Again, you can have a look at the keyword tab within your Google Ads account and create a filter to identify these keywords.

8) Location targeting.

Obviously, if you’re targeting a specific country or city and you’re not physically located within this location yourself, you won’t be able to see your ad.

Now, there are exceptions to this. If you’re using the targeting method “People in, or who show interest in, your targeted locations” you might be able to see your ad if you include the location into the search query.

It’s the default setting in your Google Ads account, so there’s a big chance you’re using it. 

I won’t start a discussion here, but you’re better off splitting out your campaigns and only target people that are physically located in your targeted location. Contact me if you want more information 🙂

9) Radius targeting.

Radius targeting is more trickier than normal location targeting.

Google is quite sure if someone is located in a big city like Sydney. However, if you’re targeting a smaller radius within that Sydney, Google is less sure. If Google is not 100% sure that someone is located within that radius, your ad won’t be shown.

Screenshot of radius targeting in Google Ads.

The smaller the radius, the bigger the chance that Google simply doesn’t know and that you won’t be able to see your ad.

10) Time scheduling.

If you are using an ad schedule, your ad is not showing 24/7. 

The ad schedule is based on the time zone of your account. So if you’re located in a different time zone, you want to adjust your ad schedule accordingly.

You can find the time zone of your account in your account preferences.

11) Budget restrictions.

It might be that your budget is limiting the reach of your ads.

This means that your ad is still shown, just less frequently during the day. Instead of increasing your budget (which is likely to increase your spend), you can also reduce your CPC bids. That way, your ad will be shown lower in the ad ranking but more often.

Keep in mind, lowering your CPC bids might cause your ad to not shown because of reason 6.  

12) Personalised search.

Google uses “personalised search” when deciding the ad ranking. This means that the ranking that you’re seeing might be different than the ads someone else is seeing.

So, if a person sees an ad multiple times (which seems to be the case if he sees the branded ad) and doesn’t click on it, Google will think the ad is less relevant and shows the ad less frequently or on a lower position for this user.

13) Negative keywords.

Negative keywords prevent your ad to be shown for certain (normally irrelevant) search query. However, sometimes they could be blocking your main keywords as well.

Have a look at the shared negative keyword lists that are attached to your campaigns. Also, make sure you check any negatives on a  campaign or ad group level as well.

14) Bid adjustments.

If you’re using bid adjustments then this could impact your ad not being shown in some cases as well.

Obviously, if you’re using a bid adjustment of -100% for (for example) mobile devices, your ad won’t be shown if you search on a mobile device.

However, even if you have a bid adjustment of -50% this could cause your ad not being shown because of (again) reason number 6.


Hopefully, these reasons will give you an idea of why your ad is not shown. Keep in mind that the ads are not showing on your device doesn’t mean that nobody else is seeing your ads. There could be multiple reasons of why your ad is not shown.

If you want to see your own ad, I highly recommend using Google’s Ad Preview and Diagnostics Tool. This will eliminate any personalised search, and allow you to easily change device, location etc. in order to see your ad.


Google Ads, Search Engine Optimisation
The outbreak of COVID-19 has a huge impact on many businesses within Australia and the rest of the world.

Depending on the industry, there have been big changes in the search volume due to the coronavirus. Some obvious industries (like travel & tourism) have seen a large decline in demand. However, how are other industries trending at the moment?

Now, to indicate the impact of COVID-19 on the search volume in Australia I had a look at the data from previous years to filter out any changes in search volume due to “natural” seasonality. Then, by comparing the previous 2 weeks to the period earlier this year, we can give a rough indication of how COVID-19 impacts the search volume in each industry.

These changes in search volume (traffic) will have an impact on both your paid advertising (Google Ads), as well as your organic results.

Graph that shows the changes in Google search volume traffic in Australia due to the COVID-19 coronavirus.

Advertising During The Coronavirus Crisis. 

Unknowing how things will develop over the next few week/months, some advertisers decided to take a step back and turn off their advertising campaigns. Now, each business will have to make their own decisions regarding this. It really depends on your industry and business model on how to react to the current situation.

For Google Ads, the good thing of a drop in search volume is that it will go hand-in-hand with a decline in cost. As long as your campaigns are set up the right way, you won’t be wasting your budget on any irrelevant search queries due to the coronavirus.

During these times, it’s extra critical to keep a close eye on your CPA (Cost-Per-Acquisition). If your Google Ads campaigns were profitable before, and there hasn’t been an increase in your CPA it should be safe to keep things running as normal. 

For now, I haven’t noticed an increase in CPA in most campaigns that I manage. However, things develop quickly so keep an eye on your numbers on a daily basis!

Now, let’s have a look at the search volume trends in each industry over the last 12 months.










Online Shopping

Real Estate





Google Ads, Growth Marketing

Landing pages can have a significant impact on your online advertising campaigns. 

Often, they are a bit different than the main pages on your website. They contain different content, have a stronger call-to-action (CTA) and are more tailored to the type of visitor you are targeting with your campaigns.

See our previous article that describes how to build a high-converting PPC landing page.

Of course, if you have a developer in-house they can easily create these pages for you. But lots of small businesses and digital marketing specialist don’t have access to one (or just want to go back and forth each time). 

Luckily, there are drag-and-drop landing page tools available. They let you create new landing pages quick and easy with little to none technical knowledge. 

Top 10 Best Landing Page Tools in 2020: How The Experts Voted


We asked more than 50 experienced digital marketing specialists what their favourite landing page tools that they would recommend to others. 


Without further ado, here are the top 10 of the best landing page builder tools the experts recommend you to use:

Now, let’s dig further into these.

1. Unbounce

Easy to use: ⭐⭐⭐⭐⭐
Features: ⭐⭐⭐⭐⭐
Pricing: ⭐⭐⭐⭐

Unbounce is the top landing page tools that the experts recommend you to use. It’s an easy-to-use drag-and-drop builder with no coding required. 

They have 100+ landing page templates available, which you can easily tweak to match your brand. 

Pricing starts from US$99 per month (or US$79/month if you choose to get billed for a year) and they have a free monthly trial available.

Screenshot of Unbounce landing page builder.

2. Leadpages

Easy to use: ⭐⭐⭐
Features: ⭐⭐⭐
Pricing: ⭐⭐⭐⭐⭐

Second, there is Leadpages

It’s quite similar to Unbounce, with the exception that Leadpages don’t have monthly unique visitor limit. Instead, their packages seem to be more based on the number of sites you’re using them for. 

For their packages, they offer a free 14-day trial and pricing starts from as low as US$25/month. 

Screenshot of Leadpages landing page tool builder website.

3. Instapage

Easy to use: ⭐⭐⭐⭐⭐
Features: ⭐⭐⭐⭐⭐
Pricing: ⭐

Instapage recently made the shift from being a landing page builder to an advertising conversion cloud. 

So, this means that their product contains other features like AdMap, experimentation and personalization. With this change, they’re really focussing on enterprise businesses rather than small businesses.

From the most popular landing page tools, they are by far the most expensive, starting from $149/month.

Screenshot of Instapage website.

4. ClickFunnels

Easy to use: ⭐⭐⭐
Features: ⭐⭐⭐
Pricing: ⭐⭐⭐⭐

As their name suggests, ClickFunnels is all about creating sales funnels.

Rather than one simple landing page, ClickFunnels create sales funnels that convert visitors into leads (first) and then customers. They give you the tools and strategies that you need for these sales funnels in one spot.

Screenshot of ClickFunnels website.

5. Elementor

Easy to use: ⭐⭐⭐
Features: ⭐⭐⭐
Pricing: ⭐⭐⭐⭐⭐

For people that are using WordPress, Elementor might be a good option. They describe themselves as the world’s leading WordPress page builder, with over 4 million professionals using them.

They have a free version. However, the paid version opens up more features like advanced widgets and their theme builder.

Screenshot of Elementor for WordPress website.

6. Thrive Architect 

Easy to use: ⭐⭐⭐
Features: ⭐⭐⭐
Pricing: ⭐⭐⭐⭐

Again, for WordPress there’s Thrive Architect from Thrive Themes. 

Similar, they are offering instant drag & drop editing. There are 325 landing page templates to choose from. Also, they have pre-built conversion elements to help you grow your business.

Screenshot of Thrive website builder website.

7. Kartra

Easy to use: ⭐⭐⭐
Features: ⭐⭐⭐⭐
Pricing: ⭐⭐⭐

The drag-and-drop page builder is just one of the features of Kartra. It is an all-in-one platform that allows you to sell products and services directly on your website.

Also, you will be able to create a multi-page funnel flow and automated email marketing campaigns to get your visitors to convert. And much more, as Kartra is focusing on having all solutions (landing pages, payment, email etc.) under one roof.

Screenshot of Kartra landing page tool website.

8. Beaver Builder

Easy to use: ⭐⭐⭐
Features: ⭐⭐⭐
Pricing: ⭐⭐⭐⭐

As another WordPress-only plugin, Beaver Builder is something you might want to consider.

Just like Elementor and Thrive Architect, it’s a WordPress theme that makes it easy to create separate landing pages.

Screenshot of Beaver Builder website.

9. Hubspot

Easy to use: ⭐⭐⭐
Features: ⭐⭐⭐⭐
Pricing: ⭐

Hubspot is an all-in-one CRM platform. 

It offers marketing software that can help you to convert more visitors. One of them is their landing page builder

If you are already using Hubspot this is a great option. All the leads that you generate will be automatically pushed through to your Hubspot database.

10. Mailchimp

Easy to use: ⭐⭐⭐⭐
Features: ⭐⭐⭐
Pricing: ⭐⭐⭐

Similar to Hubspot, MailChimp is not really a landing page builder.

MailChimp is an overall marketing platform, which started primarily as an email platform.

Again, if you are already using MailChimp you probably want to consider using them for your landing pages as well. All data will be directly stored in MailChimp and can automatically trigger your email campaigns.

What The Experts Said


Now, let’s have a look at what the digital marketing experts had to say about their favourite landing page tools.


Tony Mastri

Tony Mastri is the Digital Marketing Manager at MARION Marketing, a Texas-based marketing agency with almost 40 years of experience in marketing and graphic design.


We use CrazyEgg at MARION to collect heat mapping insights on our landing pages. 

Some of the most useful data includes the percentage of users that reach a certain scroll depth, or non-clickable items that site visitors repeatedly try to click on.


For example, we recently found that users on our website tried to click on our awards icon regularly, but the image wasn’t linked to anything. We used this as an opportunity to link our awards image to a blog post that listed out all of our awards over the years to increase visitor confidence in our brand.


We also witnessed a poor scroll depth on one of our main pages that indicated users weren’t engaging with the page. We adjusted the top-of-fold content to help guide readers’ line of sight down the page to help streamline our user experience (UX).


Datis Mohsenipour

Datis is the Marketing Director for Outback Team Building & Training. He’s been in various marketing roles over 11 years and is most passionate about marketing strategy, CRO, automation, and simplifying complex processes.



Unbounce is a fantastic tool for landing page creation for the following reasons:


1) They have a huge database of templates you can work off of

2) You don’t need to understand code to create a beautiful page

3) They make it very easy to split test your landing pages and provide reporting on the variants

4) They integrate with many software platforms – we use their HotJar, HubSpot, and WordPress integrations

5) Most subscriptions come equipped with some additional conversion tools such as sticky bars and layovers – these can also be split test

6) They give you the ability to implement DTR (Dynamic Text Replacement) on your landing page which comes in very handy for location-based ad campaigns

7) You can easily copy over content between landing pages

8) They make it relatively easy to create mobile-optimized landing pages – if you use one of their existing templates, it’s built with mobile optimization in place.


Farasat Khan

Farasat Khan is a Digital Marketer and is primarily responsible for Outreach campaigns, Conversion optimization, Keyword research, On page analysis and everything SEO.  He has over 4 years of experience with managing projects in SERP volatility.


Beaver Builder and Leadpages.

With over 400,000 installations, Beaver Builder is a flexible and among the most loved landing page plugin for WordPress. It promises to deliver converting landing pages not in months but minutes. The best thing I feel about Beaver Builder is it’s front-end inline editor which allows to modify elements with real-time preview. 


Leadpages is not just an ordinary landing page builder. With Leadpages in place, you can create amazing pop-ups, alert-bars and much more. This lead generation tool comes with templates for product landing page, ebook, lead capture and more. 


Jon Maher

CEO of Esper Inbound, the hybrid PPC/CRO agency with a sixth sense for marketing. Jon knows PPC & knows it well. Some say too well€¦ because it’s all he talks about!



Unbounce is by far my favorite landing page builder, we’ve been using it for years! It makes the landing page process seamless and now that the platform is more mature, it packs a lot of punch! From A/B testing, native integrations, to dynamic text insertion – Unbounce has got you covered with ease. 


Mike Nelson

Founder of Four15 Digital, SF’s Digital Marketing Growth Agency



Some smaller clients have preferred more CMS based tools like Unbounce (basically any SMB).  This is for ease of use rather then functionality. We try to avoid these for any large spending clients. 


If you’re an enterprise advertiser with a dev and design team, it’s pretty clearly Optimizely or Google Optimize. That said, neither of these factor in quality score, which is basically more or less going to determine your CPC and also Impression Share. So we end up doing most of our testing through Google Campiagn Experiements and/or Facebook Test and Learn which is taking these into account. This methdology change has a HUGE different to our results. 


Mason Stout

Mason Stout is a SEO Specialist at and enjoys snowboarding, building websites, and puns.



SeoQuake is an amazing landing page tool because its completely free and an easy to install chrome extension It’s also made by SEMRush which has really reliable data. SeoQuake provides quick information like page title, meta description, heading tags, and canonical tags and lets users see if Schema markup is used, if Google Analytics is installed, and see links to the robots.txt files and sitemap index. 


Abir Syed

CPA and Digital Marketing Consultant



Unbounce allows you to design some pretty flexible landing pages very easily, and very quickly so you can pump out tons of hyper-targeted pages. And thanks to it’s drag & drop editor, it doesn’t require much technical expertise. What really helps it shine though is the focus on testing. They make it especially easy to create variations, direct traffic between them as desired, measure results, and analyze the data. 


Itamar Blauer

Itamar is a digital marketer who specialises in SEO and video optimisation, and has experience in running various social media channels.


Mangools SEO Chrome Extension

This nifty free chrome extension provides a great interface to showcase critical landing page elements. I personally love being able to quickly see how the URL looks on the SERP, as well as identifying all of the heading tags used on the page. There are other free and paid elements of this Chrome extension, but it’s definitely handy for anyone looking to get detailed and relevant landing page data.


Kevin Rodrigues

Kevin Rodrigues is a software developer that wants to transition into a full-time gardener. He plans to grow an organic garden that can help sustain his family. His love for gardening drives him to share tips, guides, and resources on his website.


Elementor, Thrive Architect

I had used Thrive Architect for my websites in the past and it did a pretty good job as a landing page tool. It’s also a WordPress plugin, easy to setup and use. And it’s inexpensive. But it had some issues at the time and I switched to Elementor.


If you’re using WordPress for your website, the best landing page tool you can use is Elementor. This is really easy to setup as it’s a WordPress plugin. And it’s very easy to learn and use. It’s also inexpensive when you compare to a landing page tool like LeadPages. I’ve been using it for a few years now and it’s working great. I’ve not had any issues with it and it’s not affecting the speed of my website.


Marcus Miller

Digital Marketer with 20 years in the trenches. Focused on helping small businesses understand the digital marketing landscape and implement strategic marketing campaigns across search and social.

WordPress + Elementor

We have experimented with most of the off-the-shelf landing page solutions over the years but we now tend to recommend a custom landing page built with WordPress and Elementor. This gives us the flexibility we need from design to how we implement analytics and measure results. 

This gives us all the power of a traditional website with the rapid development enabled by the Elementor page builder. We can then wire up advanced analytics and A/B testing using Google Tag Manager and Google Optimize. 


Colin Ma

Colin Ma is a passionate tech expert and digital entrepreneur. He uses his expertise to consult with SMBs, Fortune 500 companies, and his own suite of websites.

Thrive Architect

Thrive Architect is a an awesome drag and drop page builder by Thrive Themes. In addition to being easy to use, you can create truly beautiful custom pages without having any knowledge of coding.

Creating good landing pages can be hard, but they have a suite of landing page templates you can use as an example. There are over 100 templates you can start with, and you can fully customize these to add relevant information and alter the design.

If you want to easily create stunning landing pages then Thrive Architect is something you definitely need to try.


Jason McCarthy

Jason is the founder of DigiNo – a website designed to optimize the world of online teaching.



For landing pages, I only use ConvertKit. This is because of its functionality primarily as an email marketing tool, however, it’s automation capabilities are what make my business tick. 


Through their templates of landing pages designed to generate email signups, so many automation rules can be set behind the scenes. These rules can lead your potential customer from landing, all the way through a cleverly constructed funnel, right up to a sale.


ConvertKit has made my landing page creation effortless, as well as making my business a passive income machine.


William Chin

I am a web consultant for, an eCommerce split testing tool. I have 7+ years of experience in digital marketing, web development and product management.


The three landing page builders that I would recommend are: 1) Instapage; 2) Unbounce; 3) LeadPages.  




I currently use instapage a lot for my PPC campaigns. The built in metrics tracking, the ability to A/B test features and the easy DNS propagation walkthrough made it a breeze for me to convert my PPC traffic into revenue. One of the best features is the quantity of instapages you can make. It’s not a far stretch for you to set-up a hundred different templates, with each one customized for a specific buyer persona!




The only reason this tool is second is, it’s learning curve and easy to use. The tool interface isn’t as intuitive as Instapage and I found myself YouTube’ing how to do certain things. That being said, it’s got a VERY powerful A/B Testing software built in. However, this product can get quite pricey ($400 USD plus a month) so I wouldn’t go higher than the premium account for all the perks ($159 / mo for 150 pages). It also has a range of integrations for things like Salesforce and Analytics platforms. 




Rounding out the bottom is Leadpages. Whereas both Instapage and UnBounce can be pricey, Leadpages starts out a pretty low start cost. However, you’re paying for what you get and a lot of the customization features available in both Instapage and UnBounce are not available in Leadpages. That being said, this is a great landing page software for beginners!


Tarun Gurang

Tarun Gurang, Digital Marketer, iFour Technolab Pvt. Ltd.


Unbounce, Instapage, Hubspot


1) Unbounce


Unbounce is used for building effective landing pages with ease and faster without requiring any website design or coding ability. It provides functionality to drag and drop interface that allows you to add any complex design.


2) Instapage


Instapage is another most powerful landing page builder in the market. It allows functionalities like create or update post-click pages, review process with real-time collaboration, provide a more customizable page and also it integrates your entire marketing stack for accurate attribution.


3) Hubspot


Hubspot is another landing page builder that will provide built-in libraries with the mobile-optimized template that converts or build a page from the ground up. You can create personalized landing page content for every unique visitor.


Wes Marsh

Wes is the Director of Marketing for BCA Technologies, developers of the eRep CPQ platform. Wes has over 15 years experience in digital covering all aspects from SEO, PPC, Design, Media Buying, CMS, CPQ, CRM Integrations and more.

Divi Theme for WordPress, Unbounce, Solodev

Divi Theme for WordPress (by ElegantThemes):   

We use the Divi Theme for our WordPress site, so it’s a natural for us to also use the native landing page builder for some of our ad campaigns. Divi’s drag and drop builder, combined with over 30 pre-set modules give you tremendous control over how you want your landing pages to look. Divi also has a very large library of landing page designs that you can upload their templates into your site with a simple zip file upload and then customize with your own info. There is also a built-in A/B testing tool called Divi Leads that allows you to test multiple options of your page and get stats to show which version performs best. All in all, it’s incredibly user friendly and you don’t have to be a web developer to create amazing landing pages.   


Unbounce is another landing page builder that we use for select campaigns, especially for types of traffic that we don’t want to hit our site first. Unbounce is pretty user friendly and you can use your own custom code and CSS or use their native drag and drop tools. The landing page builder helps you create designs that look great on both desktop and mobile, and customizes pop-ups for success messages when users complete the lead capture forms. Unbounce makes it easy to test multiple variants of your page and capture statistics, easily calculating your conversion rates and other important stats. These pages can easily be cloned and duplicated for running multiple landing pages with a similar look and feel.   


Solodev is a content management system that offers landing page modules. While this tool is not for everyone, it’s ideal when you have multiple landing pages that need to be scaled quickly. You’ll need to be a developer to set up your templates the way you first want them to appear, but Solodev’s landing page manager makes it easy for content creators with no development experience to spin up new landing pages in minutes from the pre-approved templates. If you need to manage the landing page templates for multiple websites from one centralized location, you’d be hard pressed to find a tool as easy to use as Solodev.  


Sajawal Rao

I am Sajawal doing affiliate marketing for the past three years.I am the owner of the site Beastpreneur where I teach people affiliate marketing.

1 – Clickfunnels 2 – Leadpages 3 – Kartra

I have been using landing pages for the last three years.At first I was using Landigi but than switched to clickfunnels.Landing pages are the most important thing that a business can have.Here are my top 3 pick for landing pages tool according to my three years experience!

1 – Clickfunnels

2 – Leadpages

3 – Kartra

My number one pick is clickfunnels. Lots of varieties and the ease of using this tool.So,I would recommend clickfunnels to you.


David Alexander


David is a digital marketer and ‘web guy’ with over a decade under his belt helping SME’s & individuals to use technology not only to survive but to thrive in the new digital ecosystem.


WordPress with Beaver Builder or WordPress with Elementor

I believe the best landing page tool is WordPress, despite the fact it’s more commonly used for fully-fledged websites it’s a perfect tool for creating landing pages provided you have the right setup.


There are two ways I use WordPress as a landing page tool.


1) Using Beaver Builder plugin to allow me to quickly create a landing page with their drag and drop editor. This way I have complete control, most of my stack is open source. 

2) Using WordPress with Elementor. Similar to how you would use it with Beaver Builder but Elementor has some very nice done-for-you templates so save you even more time.


I personally prefer the workflow and flexibility of Beaver Builder but I do have a soft spot for Elementor too. 


Lewis Goldstein


Lewis Goldstein is the President of Blue Wind Marketing, a full-service marketing and advertising agency. He’s been featured by The Wall Street Journal, Inc. Magazine, American Express and the U.S. Chamber of Commerce. He’s worked with businesses in several industries from local to global brands.



I recommend Unbounce for a landing page tool. It’s reliable, easy to use and customizable. I’ll explain each a little further.


When it comes to reliability, it’s important to have a landing page tool that always works. I’ve never had an issue with it going down.


Some landing page tools can be complicated and have a big learning curve. Unbounce is easy to use and provides many templates to get started with. Whether it’s changing the color of a button or duplicating a page, Unbounce is straightforward.


Lastly, it’s important to be able to customize your landing page specifically for your situation. Unbounce provides many options to customize it so you can have a highly effective landing page.


Nabil Al-Baidhani

Nabil Al-Baidhani is an online marketer and a blogger since 2016. He reviews software and online platforms to help people make an informed and right decisions. Nabil is an expert in SEO, Affiliate Marketing, and blogging

Clickfunnels, Leadpages, and Elementor Pro

Clickfunnels – This is an amazing tool for building not only landing pages but, sales funnels too. It is as simple as drag and drop and enabled those who are non-techy to build landing pages that are quality, amazing, and functional. It costs $97/month on the lower plan

LeadPages – This is also a drag and drops landing page builder. It looks more professional than Clickfunnels, but, you have to have your own website for the landing page to be hosted. It costs $37/month

Elementor Pro – This is not as easy as Clickfunnels and Lead pages, but, once you get the hang of it, you can build landing pages and websites as good as a website developer without knowing how to code. It costs $49/year.


Kevin Tash

My name is Kevin Tash, I am the CEO of Tack Media. We manage many Shopify, Ecommerce brands and online presences for clients.

Leadpage, Instapages, Unbounce.

We’ve used countless landing page tools, and let’s just say they’re not all picnics. Some market to non-technical users and others promise large rewards and conversions.  So the short answer is, depends on your technical skill level. We’ve used Unbounce, infusion soft landing page builder, and click funnels, and they all have their differences. 

The sites that make it easy and give you a step by step wizard with better integrations are what to look for. Does it guide you step by step, does it really walk you through with visual videos and even live and phone support? 

Lead Pages have been quite effective in doing that better than the others that we have used.  It seems to be more user focused if you are a beginner. 

Instapage is a close second when it comes to simplicity and not confusing you about pointing domain names and odd mobile testing features. 

Unbounce: You still have to know what you are doing, and building a landing page and testing can be quite tricky, so unless you have a developer to manage this, the visuals are great but still not quite user friendly when it comes to mobile testing. 

You need support: 

Click funnels, is great when you have a good product and you need help tailoring flows of which you drive traffic to and from to a payment provider. It’s visual, it still takes a specialist to manage, integrate payment and more. Effective for marketing, but building a good visually engaging page is still difficult. 

Overall, its important to understand why you are going to create this landing page and how you are going to track, implement and drive traffic to it. If it’s high performance, it’s important to always have someone to walk you through it. Even if you have to hire them for 1 hour to explain the best tool.


Akiva leyton

Founder of Web Design & Online Marketing firm Media Berries LLC

Hotjar and Tawk.To

Hotjar is a heatmapping and screen recording tool that helps you identify the actions of visitors on your website. On landing pages it is especially useful by helping to identify pain points that may be causing distrust, confusion, or contributing to bounce rates by allowing you to view user’s interactions on your website. In my experience, I’ve decreased bounce rates by 30% by implementing improvements based on data gathered with Hotjar.

Tawk.To is my go-to live chat plugin. Not only is it free of charge, but it also has many features that are perfect for myself and my clients. Some of their features include editing the presentation of the chat icon, customizing the preset messages, and even allowing multiple agents on the livechat to answer all chats coming in.


Monu Rohila

Currently Working as Digital Marketing Manager (SEO, Social Media, PPC) at HoHo Media and Infotainment Agency Pvt. Ltd. I am a Digital marketer and growth hacker with over 8+ years of cumulative experience in the areas of Digital marketing.

Unbounce – Instapage – LeadPages

Landing pages plays an important role for any online business. You can’t simply put out a blog post every week and hope to generate new business. One of the best  is Landing page which effectively collect the email addresses which can be used for email marketing.

But, landing pages can and should be used for most sales pages as well. They often capture lead gen from email campaigns. Because they are used towards the bottom of the funnel, just a small change in conversion rate can have a huge impact on your profit over time.

If we talk about conversion rate then Landing pages have a higher conversion rate than any other blog post or generic page, the conversion rate on landing pages can differ drastically. According to Hubspot research, the typical landing page converts at 5 to 15%, but some landing pages that are highly optimized convert at 30% or above.

So below are the 3 main landing page tool that we will recommend others to use to make building better landing pages easier, and also optimize their conversion rates for more sales or subscribers to your blog post. 


Unbounce is One of the best landing page tools , named to suggest that visitors to their landing pages don’t ‘bounce’ (but convert instead).

Unbounce, along with the other content builder tools I’ve included in this section, feature similar functions.  So, I’ll go over them once here to clarify them. The reason that these tools are so simple to use is that they are ‘drag and drop’ tools. Simplicity like this makes it one of the best landing page tools for beginners which most blog post creators are. You can pick elements (text boxes, images, forms, etc.) from the side menus and simply drag them into a section on your landing page


Our 2nd recommendation to create landing page is Instapage. It offers a pretty limited free plan (instead of a free trial like others do), but has a slightly more affordable ‘basic’ option at $29 per month. It’s probably the best option for a tight budget. Just like Unbounce, Instapage landing pages are responsive. It also has a built-in A/B testing feature, so that you can optimize your page’s conversion rate after you’ve built the first version.


Our 3rd recommendation is most well-known landing page creator among Internet marketers is LeadPages. Many of the top bloggers that you probably follow use this landing page software. The basic plan is comparable in price to the Unbounce, but it’s solely a landing page creator. On the higher tier plans, you get access to the advanced content builder features like A/B testing and Leadboxes (I’ll get to these in a second).

The first major component is the template selection. Not only do they have a huge selection of templates, but you can even sort them by conversion rate. This feature is why LeadPages is among the best landing page tools out there.


Fiona Kay

Digital Marketing Manager at Nigel Wright Group, Europe’s number one consumer & FMCG sector recruitment agency.



We find Unbounce to be a particularly effective landing page tool as it allows us to easily capture leads, it’s affordable and it doesn’t require us as a marketing team to have any development resource to help with building the pages. The additional popups and sticky bars feature that is included as part of the cheapest plan has also proven to be useful in generating further leads. It’s incredibly easy to use with its drag and drop functionality and A/B testing feature and we can quickly create a landing page within a matter of minutes.


James Canzanella


James Canzanella is all about helping you build and grow your online business through the use of software.


There’s a lot of great landing page tools out there, but two happened to stick out the most: ClickFunnels and Kartra.


ClickFunnels is a great pick because of its seamlessness and simplicity. Sometimes learning new software can be challenging, but ClickFunnels does a great job when it comes to their drag-and-drop editor, as well as having hundreds of templates to choose from. Plus, there are many other beneficial features that can help pay for the software itself. A few of those include order bumps, one-click upsell and downsell pages, and even webinars.


Kartra is another solid choice as it’s even more of an all-in-one-platform. Similar to ClickFunnels, its landing pages are simple to create and they’ve even got stellar membership site areas for keeping your content private (expect for customers, of course). Kartra also comes with many unique features such as video hosting, calendars, and even customer help desks.


Regardless of which sales funnel/landing page builder that you end up picking, you certainly can’t go wrong.


Alina Krivopalova

Alina is a marketing manager at FlippingBook. She is interested in social media, link building, and digital marketing.


Tilda and Leadpages. 


Tilda. An easy-to-use platform that helps you create a landing page effortlessly.  You can construct your landing page from different blocks and add anything you need: texts, images, videos, calls to action, and more. Tilda has a free plan for 1 site that will be perfect for you if you want to create an event page or your personal website.


Leadpages. This tool is designed to let you create high-converting responsive landing pages. LeadPages includes integrations with all the major email marketing platforms to help you capture email addresses, phone numbers, and registrations for your upcoming product launches. Wherever you’re publishing content, you can optimize it for business growth by adding alert bars, pop-ups, and opt-in texts.  


Jeremy Harrison 

I am Jeremy Harrison and run a blog called Hustle Life, a resource for people looking to find their perfect side hustle. I started it because, over the past five years, I experimented with different businesses with various successes, and I wanted to help others find the right second job.


I recommend Kartra


As a digital marketer, I have experimented with several sales funnel apps to increase conversions on my site. And for me, Kartra stands out among many. Kartra is my favorite all-in-one online marketing tool. Although it is not the cheapest sales funnel software I have used so far, I find it much more user-friendly than the others. With Kartra, I pay $89 per month (yearly). This is cheaper than what I used to pay for ClickFunnels. The cool thing is, Kartra has much more functionality than ClickFunnels and costs less.


I use Kartra ready-made template and the drag & drop builder to create and customize cool landing pages easily. Kartra also allows me to automate my email – for the Diamond yearly plan, I can send 1,000,000 emails, save up to 100,000 contacts. The similarly priced Clickfunnels version costs $297 per month.


Megan Wagner

Megan Wagner is a 14-year marketing strategist in Dunedin, FL, specializing in marketing strategy/planning, lead generation and conversation marketing. She’s also a professor at St. Bonaventure University in the integrated marketing communications master’s program.

ClickFunnels and Landingi are my two recommended platforms. However, my landing page alternative is Facebook Messenger.

Both ClickFunnels and Landingi have excellent user-interface and advanced connectivity features for traditional landing page builds. However, Facebook Messenger is an excellent landing page alternative for lead capture. I’ve executed several highly successful lead generation campaigns using a series of automated messages that is very easy to set up AND is more interactive than a traditional landing page. Facebook Messenger is said to be one of the fastest growing communications tools, yet very few businesses are using it (or using it to its fullest potential!). Using third-party chat software (my go-to is ManyChat), businesses can build custom messages, ask valuable questions that quickly segment audiences and make the overall lead capture experience more enjoyable for users.


Adhip Ray

Adhip is the founder of He is a startup growth advisor and although he is from a finance and law school background, he delves into marketing too. He has been featured at, FitSmallBusiness and among other publications.


I’d like to suggest MailChimp. Although it is more of an email campaign tool, I find that the landing pages provided by it are more than enough.

Since I have been advising several startups (based in India), I have found most put too much detail into their landing page while building their lists. I feel that a landing page should not consist of any images or videos. Rather, it should consist mainly of a piece of text offering some freebie and another subscribing option.

Basically keep the text which shows why one should subscribe to your blog at the head of your content.

Also, if your image is optimised, a landing page without image will always load faster and I can’t stress more on the importance of a minimalist approach. Also, always make sure to check your landing page speed using the UnBounce landing page speed analyzer. 

As for social proof, it’s best you keep it in text format. I have seen that the minimalist version always boasts a 20% higher conversion rate than any other format. And for creating such a landing page, what’s better than Mailchimp?


Stacy Caprio

Founder of Growth Marketing, who loves to help businesses grow.


Instapage is my favorite landing page tool because it makes setting up the lead collection process so easy and aesthetic. It also makes it incredibly easy for any non-technical person to set up lead page A/B testing, something that is normally left out or glossed over unless you use a software such as Instapage that makes it really easy to do.. 


Kaitlin Senter

Kaitlin Senter is a copywriter & PR specialist for impact-focused businesses. She believes you shouldn’t have to choose between making a sale & making a difference. She has set out to bridge the growing gap between marketing & cultivating change.

Flodesk, Squarespace

Flodesk: Flodesk is a super-simple, well-designed campaign platform. They provide a seemingly endless supply of absolutely stunning templates that can be customized in seconds. Not only are their templates well designed but their placeholder copy is good enough to keep if writing is a struggle for you. I created my first Flodesk landing page in under 10 minutes. Bonus? Their email marketing is just as comprehensive (and simple to use!) so you end up with two, high-converting, easy-to-use marketing tools for the price of one!

Squarespace: What I love about their platform is how intuitive it is to use. No guesswork or spending hours trying to figure out how on earth you’re going to get this page to look how you want. Squarespace is ridiculously affordable, and since it’s a website builder, you can start with a landing page & expand to a full website later, no extra cost! You do need to have or purchase a domain name in order to build a landing page with Squarespace, but if you were going to that anyway, Squarespace is the way to go! 


Samuel Rexford

Sam Rexford is a digital marketing expert and former Dir. of Marketing in the startup and B2B spaces who writes about marketing, sales funnels, and blogging at

Thrive Themes, LeadPages, ClickFunnels

The three best landing page tools on the market today are Thrive Themes, LeadPages, and ClickFunnels. I’ve used all three of these amazing tools and each excels for different reasons and different use cases, so depending on your needs, one or more of these might be perfect for your situation. 

Thrive Themes. Thrive Themes is perfect for anyone building landing pages on WordPress sites. Their page building tool, Thrive Architect, makes building beautiful, high-converting landing pages on WordPress easy, fast, and affordable. Thrive Architect comes equipped with hundreds of pre-designed landing page templates for every need you might have, including webinar pages, lead generation pages, homepage designs, and more. Just select a template with one click and start customizing away for your offers. 

LeadPages. LeadPages provides elegant, fast (and high-converting) landing page templates at a very affordable price. Any marketer can quickly design and deploy almost any kind of marketing landing page they can think of, and with flexible options for deployment, they’ll have no issues connecting their pages to any website or hosting environment. 

ClickFunnels. ClickFunnels is my top choice for any marketer that wants to develop high-converting sales funnels. ClickFunnels goes beyond the traditional landing page tool paradigm of single use pages, and gives you complete sales funnels that you can import with a single click. You can build a high-converting funnel in any niche FAST, including multiple pages, integrations, and content, and you’ll get a top-level view of the entire funnel and how it’s performing. 

Personally I’m using a mix of ClickFunnels and Thrive Themes for my WordPress website and sales funnels, and the synergy between these two tools is amazing. 


David Sandy

David Sandy is a digital marketer and online entrepreneur dedicated to helping others build successful online businesses.


The best landing page tool that I recommend for others is DropFunnels.  The nice part about DropFunnels is that it provides the ability to create both an authority website and sales funnels in the same all-in-one platform.  You can create an unlimited number of landing pages and sales funnels. Not only that, but it includes additional features such as link tracking and membership areas.


Gintaras  Steponkus

SEO & Marketing Expert who loves to know the latest and trendy digital marketing strategies.


My topmost choice is Instapage that serves the best in building a landing page for online marketing and promotional campaigns. It promises ads conversions by up to 400%, by automating 1:1 personalized post-click landing page experiences. Unlike conventional landing page builders, it brings diversity and style to customizable templates for a variety of users. Based on real-time analytical data, it is also accommodating for new entrepreneurs and startups. It provides services like the aforementioned integrations with an affordable package of $79.

Moreover, it is considered the most budget-friendly tool for marketing. It integrates with marketing tools like Google Analytics, Facebook, Google +, Twitter, and much more. If you want to convert the clicks into customers, Instapage is the best tool.


Mike Bran

I am a Sports Fanatic and grew up doing all kinds of sports, from soccer to swimming to basketball


Unbounce & Usage




It is my favorite tool for creating landing pages for one primary reason – variety in features. From creating basic level pages, users could use the A/B testing technique to analyze their results. Dynamic test replacement makes it stand out from other landing pages tools. This feature changes the title of the landing page according to the user’s search query or keywords. For example, if a user searched ‘taking university loan’ and ‘improving university CGPA’ are two different queries. When a user lands on a website, this tool will change the title accordingly. You do not need to make hundreds of landing pages separately. Unbounce will manage that automatically. It also provides a call to action feature and exit intent on the landing pages to increase chances of conversions. 




Users only have to select the desired templates from hundreds of stunning designs. Editing is quite easy, and if you want some section to be added, head to the left-hand sidebar. Create as many headings and call-to-actions as you want for your landing pages and highlight the keywords in them. It will automatically match the user’s intent with the list of already stored keywords and then display the land page accordingly.


Billy Bross

Billy Bross is a business consultant who works with online education companies and course creators. He helps clients enroll more students and grow their revenue.

Thrive Architect and LeadPages

For WordPress sites, I preferThrive Architect. It’s my overall favorite because it’s the most marketer-focused. It’s easy to use, has excellent templates, and is very flexible. Great value, too. And they have a lot of other tools you can plug into your site.

For non-Wordpress sites, it’s LeadPages. Their templates get high conversions and are easy to customize. Plus they have a great split testing feature. LeadPages is perfect for quickly putting up landing pages and driving traffic to them.


Lennart Meijer

Lennart is the co-founder and Chief Marketing Officer of theotherstraw – a social enterprise replacing single-use plastic straws with reusable, ethically-sourced bamboo straws.

Leadpages and Instapage 

Leadpages allows you to develop lead-generating landing pages that integrates with the most common digital marketing tools. It’s easy to use, running on a drag and drop builder. It allows you to A/B test, making it a great option for those wanting to test certain metrics and elements.  

Instapage is a straightforward platform, which can help you create beautiful landing pages without the need for a developer.. Its user friendly, customizable and can truly help you attract leads and drive conversions. Instapage directly integrates to Google Analytics, Facebook Ads and Google Ads – allowing you to run an optimized, coherent campaign. 


Ollie Smith

Ollie Smith’s entrepreneurial journey began at the tender age of 18 years with the help of a loan from the Prince Charles Trust for Young Entrepreneurs.  Since those early days, he has moved on to successfully manage his current business for the last 3+ years.


In my opinion, leadpages is an easy-to-use tool which can be integrated across a number of digital platforms. It allows you to fine tune your campaigns to achieve maximum impact and edit individual pages to make them mobile responsive.  The entire library of plugins provided makes this tool one of the best value for money tools on the market right now.


Kevin Hilton


Owner of Multi Layer Media, an Essex based marketing agency that focuses on lead generation.


Unbounce – For non web/tech savvy users I would recommend Unbounce for any landing page optimisation projects. Unbounce has an array of features that makes building pages very simple, and it also offers easy to setup split testing experiments.  


Samantha Russell

As the Chief Marketing & Business Development Officer for Twenty Over Ten (an online marketing and website development company for financial advisors), I focus on helping business owners and others in financial services understand the value of their online presence and connecting them with the marketing tools and digital solutions they need to effectively manage their brand.

Lead Pilot

Lead Pilot is an all-in-one inbound marketing platform that offers users unlimited brand-centric landing pages. With Lead Pilot, users can create and launch fully responsive landing pages that match their brand’s look and feel without relying on a designer or developer. 

Each landing page built in Lead Pilot also comes equipped with fully customizable time-delayed pop-up subscribe forms and featured sidebar areas that serve as an extension of brands to drive conversions. Additionally, any contact information submitted via the subscribe forms are automatically transferred to a contact database and assigned a LEAD Score from 1-100 to help business owners identify which contacts are most engaged. 

Although developed specifically for financial advisors, Lead Pilot is ideal for businesses in the regulated industries such as insurance, real estate, etc. as all landing pages are archived to satisfy all regulatory requirements and are WORM compliant.


Grafton Robinson

Grafton is the founder of SafariGrowth, an inbound marketing agency for mission-driven startups and non-profits.


My favorite landing page tool is Visual Website Optimizer (or VWO), for a variety of reasons. The first is that it empowers marketers to run and analyze landing page tests without the help of development. Being able to modify a page in their UX and start a test immediately can yield great findings in a fraction of the time it would take if you had to either build a companion page in a CMS, or enlist a developer to make the same change.

Their customer support is also fantastic — every time I’ve had a question about test setup, or how to use some of their tools, they’ve responded quickly and thoroughly. 

Tetyana Ilchenko

Tetyana Ilchenko is a digital marketer and content writer at LiveArt. She is interested in new technologies, web to print industry and marketing.


I have many projects and use Unbounce as it really meets my needs. This tool allows creating custom landing pages. It is an ideal choice both for beginners and advanced users, as there are respective customization options and user-friendly interface. Dynamic text replacement is the one that made a big impression on me. Moreover, landing pages can be integrated with MailChimp, WordPress and more. I need to admit, that landing pages created with Unbounce increased our CTA rate. 


Aqsa Tabassam 

Tech Enthusiast and Digital Marketing Expert




HubSpot is best for making many digital marketing tools but its landing page tool is also awesome. It is a platform for many digital marketing solutions including creating effective landing pages. From finish to start, one can create an interesting personalized landing page within the few minutes by onboarding videos and written content. It has amazing features of templates, easy formating, forms, content creation, SEO, Ads and Facebook integration. 


The platform at large includes everything from CRM to email marketing that literally makes marketing of the website a success. HubSpot offers the cheapest Starter tier with option to build a functional landing page for just a $50 per month subscription.


Kevin Pike

Kevin Pike is President of Rank Fuse Interactive, a digital agency he founded in 2015 after a decade of experience with multiple marketing agencies in the Kansas City area. His expertise includes search and display ad management, WordPress development, content marketing, and SEO.


Google PageSpeed Insights, Google Optimize, and Hotjar


My favorite tools as a digital marketer are ones that audit performance and provide ongoing optimization insights. At my agency, we rely on the three tools below almost daily to improve our landing pages. 


Google PageSpeed Insights – The way Google thinks of your landing page is primarily helpful for organic search rankings. Beyond SEO help, finding ways to make landing pages load faster will help the user experience from email, social, and other marketing channels.


Google Optimize – This is another free tool from Google that is underutilized as a post-production tool. This tool is scalable for simple A/B testing as well as complex multi-variable testing. The best part is complexity doesn’t require advanced coding experience and the analytics insights provide a percent confidence analysis for the winning design.


Hotjar – If your UX designers are into user behavior, mouse tracking, and heat mapping Hotjar is a great tool. They have a free and paid versions depending on the amount of traffic you want to test. Implementation is easy through Google Tag Manager as well as plugins for WordPress and other popular CMS platforms.  

Landing Page Tools FAQ


Google Ads, Google Ads For Industries
If you’re an online retailer and running Google Ads, you probably want to use Google Shopping campaigns. Here’s a Google Shopping Ads guide for getting you started.

What is it?

Google Shopping campaigns are a better and more affordable way to show your ads across the Google search and display networks.

It works together with the Google Merchant Center, which can host all of your product data. Based on this product data, Google will show ads across the advertising network.

Screenshot of shopping ads on Google.

Unlike search campaigns, Google shopping ads are not keyword-based. It will match your product data automatically with search terms that people type into Google. 


For online retailers, there are some massive advantages of using Shopping ads compared to the standard Google ad formats.

  • Images. Unlike the standard Google text ads, an image of the product will show with the ad. This will give the potential customer a better idea of the product that you’re trying to sell before clicking on the ad.

  • Lower cost. As Google shopping ads are smaller, they often have a lower cost-per-click than normal text ads. This can make your campaigns significantly more profitable and improve your ROI.

  • Broader targeting. The Google shopping ads will be shown across the entire Google network, so including the display network.

Step 1: Set up a Merchant Center account

As Google shopping ads are using data from the Google Merchant Center account, the first step is to create a Merchant Center account.

A Merchant Center account is free and it’s pretty straight forward to get started. You do need a Google account first before you can get started.

Screenshot of the Google Merchant Center.

Step 2: Upload a product feed to Google Merchant Center

Once you created a Merchant Center account you can upload your product feed.

To do this, go to Products > Feeds once you’re logged in.

Again, it’s pretty straight forward to upload a product feed. Press the “+” button and follow the steps.

There are a few different options to set up your feed and connect the data to the Merchant Center. If there are regular updates to your product inventory you want to consider a scheduled fetch or the API option. You can also use the Google Sheets option and regularly update this data.

Uploading a product feed to the Google Merchant Center.

Step 3: Link the Merchant Center with Google Ads

As a next step, you will need to link the Merchant Center to Google Ads

To do this, log in to your Google Ads account and go to Tools & Settings > Setup > Linked accounts. Select Google Merchant Center and link with the account that you just created.

Step 4: Create a shopping ads campaign

Within Google Ads, you can now create a campaign using the “Shopping Ads” campaign type. 

You can create product groups based on URLs to split out your products in different ad groups and campaigns. That way, you can set different goals for each of these product groups and optimise them individually.

Conclusion of the Google Shopping Ads Guide

Retailers can use Shopping campaigns to promote their products.

This Google Ads shopping guide explains how to get started step-by-step. By linking the Google Merchant Centre with Google Ads, you can create Shopping ads which show a photo of your product in the Google search engine.

These ads give users a strong sense of the product you are selling so that they’re more likely to click your ad and buy your products.

Google Shopping ads are a bit different then the normal Google Ads. By linking the product data within the Google Merchant Centre with your Google Ads account, Google will create ads that you can promote on Google.

These ads are a bit different than a normal text ad. They contain a photo of your product, a title, price store name etc. All of this data is taken directly from your Merchant Centre account. 

The idea behind these type of ads is that it will give Google users a better sense of the product you’re selling and therefore improve the CTR and CVR of your ads. Eventually, this will lead to better leads and a higher ROI for your advertising campaigns.

Google Ads Shopping FAQ

Extra: Video of Google Shopping Ads explained


Google Ads

This Google Ads Campaign Setup Checklist will help you to set up a profitable Google Ads campaign.

When setting up correctly, Google Ads can be a very powerful tool to send quality visitors to your site that actually convert!

Follow these steps to get a head start on your competitors.

2020 update: New version available 

So, we have updated our Google Ads campaign checklist for 2020!

You can find the updated version here: Google Ads Campaign Setup Checklist.

Step 1: Set budgets and goals

First of all, we are deciding what the goal is of the Google Ads campaign.

Which budget is available and what the planned duration is of the campaign?

The campaign goal is a maximum cost you would like to pay per conversion, which could be a sale, lead or anything else you define as a priority on your site.

Limit yourself to maximal one goal per Google Ads campaign. Having two goals for one campaign often makes it harder to optimise because the goals might clash with each other.

If you have more goals you want to achieve, then add another campaign within the same Google Ads account and focus this one on the new goal.

Step 2: Keywords


Step 2.1: Create a large keyword list

Add as many relevant keywords to each ad group. Don’t forget using plurals, different match types and maybe even misspellings!

To build the keyword list you can use the Keyword Tool within Google Ads.

Step 2.2: Group keywords into ad groups

There isn’t one right way in classifying the ad groups: a good layout of the ad groups makes the ad copy’s fit the keywords and makes it easier to optimise the Google Ads campaign later on.

Ad groups can be divided based on the type of keyword and relevance with the product.

It is not advisable to put specific and general keywords in the same ad group.

Step 2.3: Use different match types

Don’t rely too much on broad match keywords. Keep control over when your ad is being shown with phrase and exact match keywords.

Screenshot of how to change the match types in Google Ads.

Step 2.4: Add negatives

Makes sure you add negative keywords to your keyword list.

These negative keywords help you to stay in control of when Google shows your ads.

Step 3: Ads

Step 3.1: Use keyword in each ad copy

A good ad copy makes, obviously, people click the ad. It is difficult to describe the perfect ad copy’s, this varies per Google Ads campaign, product and keyword.

By testing and optimising the ad copy’s you can find out which ad copy is the best for which ad group.

Screenshot of how to use the keyword insertion in Google Ads.

TIP: Use the keyword insertion tag in your ads!

Step 3.2: Use specific landing pages for each ad group

Link your ads to the most specific landing pages on your site. If needed, consider creating new landing pages.

Step 3.3: Set up an ad testing structure

By testing and optimising the ad copy’s you can find out which ad copy is the best for which ad group.

Start with adding least 2 ad copy’s per ad group so that you start testing straight away.

Step 4: Campaign Settings

Step 4.1: Check that Campaign Type is set to Search Network Only
This checklist is made for search campaigns, so make sure you’re not showing your ad on the display network instead.

Step 4.2: Disable search partner
In general, the search partners will give you a poorer conversion rate. Let’s turn this off to start with, if you need more volume you can enable this again.

Screenshot of how to change your campaign settings in Google Ads.

Step 4.3: Set mobile bid adjustments to -100%
It depends on the product, but mobile often leads to lower conversion rates as well. Same as with the search partners, you can turn this back on if you need more volume. If you do so, it’s recommended to target mobile in a separate campaign.

Step 4.4: Set ad rotation to Rotate indefinitely
This will split out your ad rotation to 50/50, which we will need to get clean data to optimise your ads later on.

Screenshot of how to optimise your ad settings in Google Ads.

Step 4.5: Set language targeting to the appropriate language
You can start with targeting the language of your ads and website.

Step 4.6: Set location targeting to the appropriate location
Choose the location you would like your ads to be shown. Google offers the ability to run ads in every possible location. Make sure to not target a too small area as the search volume will decrease.

You can set bid adjustments per location if you want to have your ad shown higher in more relevant locations.

Step 5: Tracking

Always measure the results of your Google Ads campaign!

Google provides two ways which help you to easily measure your results.

Option 1: Google Ads Conversion Tracking Code

The conversion tracking code measures the result of the Google Ads campaign.

The conversion tracking code can be placed on a ‘Thank You’ page that appears when a conversion is completed.

Option 2: Google Analytics Tracking Code

Google Analytics is a free software provided by Google that measures the statistics of the whole website (so not just the visitors from AdWords).

Setting up a Google Analytics for your website is highly recommended. Google Analytics is by far the best program (mainly because it’s offered for free) for measuring the statistics of your website.

Step 6: Launch

Set your campaign live!

Step 7: Optimise!

You thought you were done now? Unfortunately not. 

The power of Google Ads lies in the ongoing optimisation of your campaigns. Now that you set up your campaigns, you can actively optimise this based on the data.

This means you will need to pause underperforming keywords, change your keyword bids, optimise your ad copy’s, change your settings and much more. 

Do you need any help with optimising your Google Ads campaigns? Feel free to get in touch.



Google Ads

There’s no doubt that SEM tools are essential for a lot of PPC experts. It reduces their time on standard campaign management tasks, which means they can spend more time on other things that can improve the campaigns.

There are many, many SEM tools out there. Tools that can help you set up better keyword lists, automate your reporting, streamline your optimisation process and much more. We asked more than 40 experienced PPC specialists what their favourite SEM tools are that they would recommend to others.

Without further ado, here are the top 15 best SEM tools the experts recommend you to use.

Top 15 Best SEM Tools: How The Experts Voted

SEMRush – 17 votes

Google Keyword Planner – 7 votes

Editor (Google Ads) – 6 votes

Google Data Studio – 5 votes

Supermetrics – 4 votes

Ahrefs – 3 votes

Excel – 3 votes

Google Trends – 3 votes – 3 votes

AdAlysis – 3 votes

Optymyzr – 3 votes

Keywords Everywhere – 2 votes

Google Ads Scripts – 2 votes

Spyfu – 2 votes

Wordstream – 2 votes

Now, let’s dig further into these.


Must-have: ⭐⭐⭐
Pricing: ⭐

First, almost half of the PPC experts voted for SEMRush. SEMRush goes beyond just Search Engine Marketing. They describe themselves as an “all-in-one marketing toolkit for digital marketing professionals”. Next to Paid Search, their products focus on SEO, social media, market research, content marketing and public relations. 

The experts that filled in our survey were mainly impressed by the large amount of competitor data that is available in SEMRush. As part of that, the tool gives visibility into ad copy’s being used by advertisers. Also, you will be able to pull a list of competitors, the number of common keywords, estimations on paid traffic and their spending.

Screenshot of the SEMRush website.

Google Keyword Planner

Must-have: ⭐⭐⭐⭐
Pricing: ⭐⭐⭐⭐⭐

Second, the Google Keyword Planner is a free tool which is integrated in your Google Ads account. In your account, navigate to Tools & Settings > Planning > Keyword Planner. 

The Keyword Planner can help you setting up your keyword list and find how what the search volume is for these keywords. Also, it shows you how competitive each keyword is and what the cost-per-click is that you can expect to pay to be able to compete.

Screenshot of the Google Ads Keyword Planner

Google Ads Editor

Must-have: ⭐⭐⭐⭐⭐
Pricing: ⭐⭐⭐⭐⭐

Third, the Google Ads Editor is a must for every SEM specialist. It’s the official downloadable application for Google Ads.

It makes it able to work offline and make bulk changes to your Google Ads campaigns. To sum it up, it’s a no-brainer to use this tool as it will make the campaign management a lot quicker and easier.

Screenshot of the Google Ads Editor.

Google Data Studio

Must-have: ⭐⭐⭐
Pricing: ⭐⭐⭐⭐⭐

A lot of PPC experts love Google Data Studio, especially the ones that are working on the agency side. It’s Google’s free reporting solution for users that want to go beyond the data and dashboards in Google Analytics.

Data Studio has a seamless integration with Google Analytics and Google Ads. Also, it gives the opportunity to visualise the data in different ways which is impossible in the platforms directly. It’s a perfect tool for agencies that want to provide their clients with advanced, yet automated reporting.

Screenshot of Google Data Studio


Must-have: ⭐⭐⭐
Pricing: ⭐⭐⭐

Often used in combination with Google Sheets & Data Studio, Supermetrics is the perfect add-on for your reports. It will allow you to push through more data connections to your reports. For example, data from Bing Ads, Google Search Ads 360 or Facebook Ads. 

Screenshot of the Supermetrics website.


Must-have: ⭐⭐⭐
Pricing: ⭐

Ahrefs has many tools available to help you manage your SEM campaigns. Mainly, it gives you information about your competitors that you can use to improve your campaigns. 

Ahrefs describes it themselves as  “learn why your competitors rank so high and what you need to do to outrank them”.

Screenshot of Ahrefs website.

Microsoft Excel

Must-have: ⭐⭐⭐⭐⭐
Pricing: ⭐⭐⭐⭐

Good old Excel made it to the list! It’s still one of the best tools to slice and dice your campaign data and come to new insights. 

Excel doesn’t really need any further introduction.


Google Trends

Must-have: ⭐
Pricing: ⭐⭐⭐⭐⭐

Google Trends allows you to see how often specific keywords, subjects and phrases have been queried in Google over a certain period of time. 

For SEM this tool can help you understanding the search volume of your most important keywords. In combination with the Keyword Planner, you can then understand what budget is roughly needed to advertise in your region.

Must-have: ⭐⭐⭐
Pricing: ⭐⭐⭐

Then, is an alternative to the Google Keyword Planner. So, you can use it to get keyword suggestions when you start building your campaigns.

In comparison with Google’s Keyword Planner, Keyword Tool pride themselves to be more reliable as it works 99.99% of the time. It’s completely free and you don’t even need to create an account with them.



Must-have: ⭐⭐⭐
Pricing: ⭐⭐

Starting mainly as a tool to streamline A/B testing, Adalysis now offers multiple products to streamline your SEM management.

It can save you hours of manual analysis, and it can help you to work smarter and faster on bulk tasks. They have a free 14-day trial and there month-to-month packages are quite affordable. Especially, considering the time you save on management.

Screenshot of AdAlysis website.


Must-have: ⭐⭐
Pricing: ⭐

Optymyzr is a PPC expert’s complete toolkit. It offers search marketing tools, scripts and worklflows. It’s the winner of “Best PPC Software” at the 2018 US Search Awards.

Other than most other tools in this list, it’s not a free tool. With their packages starting at US$499 it’s actually quite an expensive tool for most advertisers.

Keywords Everywhere

Must-have: ⭐⭐⭐
Pricing: ⭐⭐⭐

Then, Keywords Everywhere is a browser add-on for both Chrome and Firefox. It shows the monthly search volume, cost per click and competition data of keywords on multiple websites.

It lets you find long-tail phrases that you can use when managing your campaigns. Therefore, it can save you a lot of time in your keyword research.

Google Ads Scripts

Must-have: ⭐⭐⭐⭐⭐
Pricing: ⭐⭐⭐⭐⭐

Google Ads scripts provide a way to programmatically control your Google Ads data. For example, you can pause keywords that are not getting conversions and had a certain amount of spend.

There’s not really a limit of the SEM tasks that you can automated using Scripts. However, you might need to have some developer knowledge to implement them.


Must-have: ⭐⭐
Pricing: ⭐⭐

SpyFu can unlock competitor data for you. You will be able to see every keyword your competitors advertised on in the last 13 years, see their ad copy’s etc.

Using competitor data can help you to manage your own campaigns as well.


Must-have: ⭐⭐
Pricing: ⭐

Finally, only a few SEM specialist picked Wordstream. However, it’s probably one of the most well-known SEM tools in the market. On their website, they mention that roughly 1 million advertisers are currently using their platform.

Wordstream offers many tools to manage your SEM campaigns. Some of these are free. However, to unlock certain features you will have to sign up and pay either a monthly or annual fee.

What the experts said

Now, let’s have a look at what the SEM experts had to say about their favourite SEM tools.

Jacques von Wielligh

Head of SEM

“Must admit we were faced with real challenges in 2006-2008 so choices were limited and decided to optin with Spyfy, Moz & Market Samurai. The web has changed so much since then. Still remember when Google acquired Applied Semantics in 2003. The years of Google’s wonder wheel & semantics structures allowed us to dig deeper, but these days we need more insights and actionable data we can react on.

SEMRush & Ahrefs most definitely for various reasons. #projects at SEMRush – Integrating all features into your workflow can definitely give you a competitive advantage. 

Ahrefs less limits per project. (pages crawled) Also my go to backlink tool. 

We require visibility on data and identify opportunities that can put us ahead of the competition.

These tools can definitely assist with the modern SEM Challenges we face on a day-to-day basis.”

Anthony Pearce

Anthony is a PPC freelancer from London with over 12 years experience managing paid search campaigns.

“The SEM tool that probably helps me the most is Supermetrics. Although technically not built solely for SEM, it allows me automate all my client reporting and internal monitoring of account KPIs.  You can use Supermetrics to download data from a wide range of sources including Google Ads, Microsoft Ads, Google Analytics, Facebook, Adroll, Linkedin, Salesforce and Adobe Analytics. Data can be downloaded into Google Sheets or Datastudio, and set to update every few hours if required. It’s a real time-saver.”

Thomas Jaskov

Thomas Jaskov has 10+ years of experience working with SEO and Google Ads (AdWords). He works as a senior consultant at Jaskov Consult ApS. He is the author of the book “Getting Started with Google AdWords“ and founder of eMarketing Institute and Keyword Match Type Tool.

“The 3 SEM tools I use the most are 1: Google Keyword Planner. 2: Keyword Match Type Tool. 3: SEMrush

1: Google Keyword Planner is a great tool for in-depth keyword research. Personally, I couldn’t live without Keyword Planner. I use it for many aspects of keyword research. And the greatest thing about this tool is, that data is provided by Google. So you know it’s valid. This tool is 100% free.

2: Keyword Match Type Tool. After I have completed my keyword research, I then start building ad groups and keyword lists. In the old days, I have tried out various match type tools also known as keyword wrappers and/or AdWords wrapper tools. I wasn’t totally happy with any of them, so in 2015 I decided to hire a programmer, who helped me build Keyword Match Type Tool. This tool is 100% free.

3: SEMrush. I have used SEMrush for many years. It is a great tool with a ton of features. Actually SEMrush has so much to offer, so it is hard to describe in few words. If you want to do competitor research, then you really have to check out this tool. You can see, which keywords are providing traffic to your competitors. That’s not a bad thing to know, if you wan to outsmart your competition. SEmrush is not a free tool, but still I can definitely recommend it, as you get good value for the money.”

Tom Sutton

Freelance SEO & PPC Specialist

“My favourite tool hands down is Ahrefs. I use it almost everyday, whether I’m doing keyword research or hunting for potential outreaching opportunities. It has everything I need in one platform. Furthermore with the creators of Ahrefs constantly pushing new updates and new features to the platform it’s hard to advise other SEO’s to use anything else. 

While some people do say that it is expensive for a tool (which I agree with), it is definitely a tool that I’d recommend forking out for.”

John Lavin

I am a Professional SEM freelancer who enjoys camping, hiking, & driving my bicycle around Kingston, NY.

“By far my most favorite tool for SEM research is the Keyword Planner. Not only can you get some better ideas for keywords but it will give you an estimate of the top page bid which is useful information to have when you are proposing a budget.”

Mike Nelson

Mike has a diverse online advertising background. He has appeared in major SEM publications including Search Engine Land, Search Engine Journal, Certified Knowledge, and more. He focuses mainly on Google Analytics, Google Ads, Facebook Ads and, increasingly, CRO.

“Hopefully my answer is unique! After buying nearly a half billion dollars in SEM media, I’ve determined the absolute best tools are those offered by the platforms themselves, and it’s not always necessary to buy 3rd party tools. 

The best tools are therefore

1) Google Ads Editor: It’s amazing how many SEM professionals are not even aware of this powerful bulk editing tool. Or, if they are, they have not taken the time to become a master of AWE. The strength of advance search is unbelievable. Spend 20+ hours understanding GAE. 

2) tCPA: I’m a big believer in tCPA vs a 3rd party bidding tool like Marin or Kenshoo. Google has more data on their users then a 3rd party, and also has bid modification options they don’t release to others such as bidding by browser and a specific user’s past interaction with your ads. A list of what they consider while on smart bidding can be found here:

3) Excel. Pretty much the most boring answer ever. But, if you know how to do these functions in excel, you’re well on your way to being an SEM professional  





 pivot table

All that said, a tool can only take you so far. It’s critical to think through your account structure so it’s scalable and easy to keep track of. I think being good at SEM is much like being a good developer. It’s about being concise and well organized, not creating a complex system of spaghetti that no one (including yourself!) can navigate.”

Nathan Pabich

Paid Media expert and practitioner

“Semrush and Spyfu. Why? They help gage gaps and market opportunities. Neither are perfect and merely directional but very useful in total market analysis. Tip: look up your own estimated spend to understand how accurate their estimates are for your own market.”

Adam Arkfeld

Adam Arkfeld is Founder & President of ParaCore, a pay-per-click lead generation agency in Phoenix, AZ. Founded in 2009, ParaCore niched its focus to PPC in 2015 and has grown to manage millions in ad spend annually with a roster of clients ranging from home service companies to online retailers.

“1) We started using Opteo recently and it’s helped us catch some potential problems right away. I was turned on to the service while listening to The Paid Search Podcast. It’s helped us catch a campaign that was overspending and also monitor campaigns that are under spending. With a lot of team members, it’s helpful to keep an eye on things.
2) We also recently started using this negatives script which has been a game changer for reviewing and updating search terms weekly:

Bob Rustici

As a principle in a marketing consulting practice where our clients are our bosses. My involvement in search marketing has seen a lot of changes in the last 15 years, but one thing remains constant: RELEVANCY. If you provide relevant results and content to your audience – you will always see better results (better search engine visibility, more web traffic, more leads/sales, etc).

“Being a bit more Google centric the three tools that are my “go to” techniques for creating improved targeting and higher efficiency are; the Ad Grouping function within the Google Keyword Planner, Audiences for search ads to identify purchase intent and lastly the automated bidding with CPA Target (but only after to have established the right groundwork). But first you need to ensure the following is performing well; solid history of a range of call to actions that have conversion tracking associated to the visitor intent, daily budget targets, day parting and geo bidding.“

Andrew Percey

Andrew Percey holds BS/MS degrees in computer science from MIT. He has over 15 years of experience in corporate marketing and PPC advertising. Andrew has helped more than 100 businesses and MIT startups to succeed with Google Ads.

“Outside of Google’s own tools (which you should of course be using), I’d recommend two 3rd party tools as being highly useful in the right situations.

If you have online advertising competitors, especially large ones, then SEMRush is a fantastic tool for gaining insights into their approaches.  You can see the search queries for which their ads most often show as well as numerous current & past iterations of their ad copy. This is great for expanding your own keyword opportunities and for identifying ways to better differentiate your business in your own ads.

And if your ads account has enough impressions, clicks and conversions, then Adalysis is a fantastic tool for quickly and accurately determining A/B ad test winners.  See winning ads in a few clicks instead of the much greater time required to set up similar reports in Google Ads or to download data into a spreadsheet to parse. The tool will also flag a number of other common and important account issues.”

Mirena Boycheva

A digital marketing expert based in London, specializing in paid search and paid social with more than 5 years of experience. I’ve founded my own agency serving small and medium sized companies helping them grow their business. My main priority is providing my clients with transparent and high quality services meeting and exceeding their expectations.

“The top 3 SEM tools I’m using on a daily basis are free and customizable. They are as follows:

1) SEMrush

When I do a research about a potential client or when I get on board a new client, I am conducting a research in their industry, including how their competitors are doing. For this purpose, one of the most helpful tools I am using is the free version of SemRush.

SEMrush is a tool providing information about competitors, their website traffic by country, what keywords they bid on, are they advertising on paid search, how much traffic they get, what their paid search ads look like and which are their main competitors. At least these are the main features of SEMrush I am using. I have not subscribed for their paid services, as I have not seen any need of that. The data is not quite accurate but it helps making assumptions.

2) Keywords everywhere

Whenever I need to do a keyword research for a new client or expand the list of keywords for a current one, I am using the tool “Keywords everywhere”. 

Keywords everywhere is available as a browser extension. Once installed, it starts showing keywords suggestions related to the searched keyword with volumes, CPC and competition rating for every single keyword search. The data is collected from Google Keyword planner. However, this tool is much faster to use than the standard keyword planner, provided by Google, because you see the data displayed straight in the search engine without having to go through Google Ads interface. Besides, the data is also available for download. Another good reason I am recommending this tool is that it is free to use.

In the setting section, you get to choose for which country and currency you would like to see the data shown. You can also select what metrics to include against each keyword. Another good functionality is that you can select some of the keywords you like and the tool will automatically compile a list of those, which you can download later.

3) Google data studio

I am using Google data studio to create the weekly and monthly reports for my clients visualising the data and making it easier to comprehend. It is very easy to start using it, to link it with existing accounts and create multiple reports collecting data from many different platforms such as Google Ads, Google analytics. You can also import data from other platforms like Facebook, Twitter, etc. Google data studio also offers customized filters, which allow you to structure the data in the best way for each separate client. I am only creating the report ones for each client and from there it is automatically updated with the latest data whenever I need it. Furthermore, it helps for getting quick updates on how the performance is going without having to go to the Google ads interface. If you manage to add all needed data tables and graphs you need, you can easily get the latest performance updates and decide what to optimise in the account. Sharing the reports is also super easy. Either you can add the client as a user to provide them with the interactive version of the report or you can just download and share a file with them. One of its best things about it is that it is free.”

Michael Murphy

Michael has been growing businesses with Digital Marketing since 2006. He’s held in-house and agency marketing roles in both fulfillment and management. He has had great success running SEO, PPC, Paid Social, CRO, A/B Testing, Email Marketing, Marketing Automation, Social Media, Online Reputation Management, Copywriting, and Creative Problem-Solving campaigns.

“Current tools I use are Google’s Keyword Planner and SEMrush. I like to get new keyword ideas and search volume estimates from Google. 

From SEMrush I like to review the competitors that the tool providers to go and research some of their landing pages, what they’re doing that we could mimic as well as how we could do better than them.

I’ve built a proprietary search network campaign builder named Humzee that I will be launching to the public soon. It has drastically shortened the time required to generate thousands or millions of long-tail keyword variations and wraps it all up in a CSV that you can upload to Google Ads directly or through the Google Ads Editor.”

David Forer

SEO , SEM and Data Nerd who loves Web Development.

“What I would recommend depends on who I am recommending too. Generally this question is meant to help the non SEO professionals out there understand what might help them. If a business owner came to me and asked what 1 tool would you recommend? I would answer SerpStat ( It is easy to use, easy to explain how to use and covers a lot of area in the digital space. I wouldn’t say it is as good in any one area as some of the tools out there but overall you can get all the information you need at a reasonable price. It covers Keyword Research (inc Content Marketing), SEO (inc. site audit), Adwords, Rank Tracking and Backlink Analysis. This one tool can really help any business set up its entire Digital campaign!”

Codie Vincent

I’m Digital Marketing specialist helping clients in the New Zealand market.

“SEM Rush – I use it to find a great ad copy in different markets.”

Per Jacobsen

Experienced digital marketer helping some of the most innovative brands in Denmark including Lego, Danske Spil, Gyldendal and Tivoli with performance based marketing on Google and Facebook.

“Optymyzr because of their timesaving one-click optimization options – especially because they support the SKAG-structure that I work with. for helping with keyword research. And then I have to mention Google Sheets in combination with Supermetrics because this virtually allows me to build all the optimization and campaign building tools I need myself.”

Chris Stott

Client Director at PPC Geeks

“Personally I don’t like tools, I prefer strategies. Tools change all the time, but sound strategies stand the test of time. That’s what we focus on at PPC Geeks.

To win at SEM therefore you need the right set of strategies as the main ‘tools’ in your arsenal. For us that is having an objective and key results that our clients want to achieve. We then back that up with the right strategic plan to achieve it and finally we make sure that we can monitor it and gather data to correct course and further improve our results.

The tools that support our strategic approach and I would recommend are:

Google Tag Manager as a single (ideally) place to track all your codes and most important conversion events. Google Analytics for analysis and data (combined with knowledge of how best to use it), and Google Data Studio to visualise and monitor results. 

The tools change all the time, but like going on a journey, as long as the car (the tool) works then you need to know where you want to go and the route you are going to take to get there.”

Alessandro Bufo

Digital marketing  consultant, helping brand to achieve their business goals via a variety of channels such as PPC, Display, and Paid Social. I am specialised in e-commerce & hospitality field.

“Keyword Planner/Sem Rush. It represents a good starting point when it comes to keyword research. Keyword planner helps you understand the search volume of a specific set of keywords or gives you keywords ideas. Sem rush provides you a realistic idea about your competitors.

Kenshoo Search: bidding management tool. Has an advanced bidding technology that allows you to optimize you campaign according to your goals such as target CPA, Target ROAS, maximize revenue by mantaining desired ROI. I used it for one of my client in the past and results where excellent.”

David Szetela

David is Owner and CEO of digital advertising agency FMB Media, and one of the world’s best-known experts in online advertising. A former Apple Computer executive and serial entrepreneur, David’s career has been dedicated to helping companies of all sizes maximize revenue and profit.

“Optymzr, AdAlysis, AdWords Editor.”

Jesse Witham

President and Founder of Search Marketing Agency with 18+ years of experience in SEO and Digital Marketing.

“I highly recommend SEO Powersuite, as well as MOZ and SEMrush tools for Search Engine Marketing.  Have used all 3 of them for close to a decade. I also really like SpyFu and Nacho Analytics for Paid Search and competition research.“

Jeevan Katwaru

I have 15 Years experience in digital marketing specializing in SEO and SEM

“Acquisio – great to automation and intra-day bidding.“

Robert Louw

PPC & SEO Consultant that has worked across various industries from financial services, Ad technology, Retail, e-commerce, travel and b2b markets. PPC consulting for businesses worldwide, providing analysis and recommendations to improve online acquisition & market performance.

“Google Keyword Planner,  Spyfu, SEM Rush, Google Adwords Editor, Optmyzr, Excel, Optmyzr, Google Trends.”

Adriana Pozenato

I’m a digital marketing manager with over 5 years of experience in the market in two different countries – Brazil and New Zealand – . I’m specialised in Google Ads.

“Platforms: Google Ads, Bing Ads. SEM Management Tools: Wordstream.”

Tony Chopp

Google Ads Expert | Founder at Claim Your Space

“I think I’ve probably tried them all. I don’t have anything bad to say about any tools, but there are just two that I use every single day. And they’re both free. #1 — Keywords Everywhere Chrome extension. It’s literally my favorite keyword research tool ever. I think the best part about it is how they just overlay their data on the SERP page, where I’m already spending tons of time. Just brilliant. #2 — Google Ads desktop editor. It’s powerful and sometimes a little scary to use (be careful before you push ‘upload’). But when we’re working in big, complex accounts, or need to make sweeping changes in bulk (like swapping http for https for all ads after an SSL upgrade for example)—no other tool will do. Bonus: making changes to ads, extensions, etc in the desktop editor doesn’t reset all the ad stats. Good form.“

Ventsislav Vasilev

Ventsislav is a digital marketing professional with over 12 years of work experiences in SEM, SEO, Google ads, Facebook ads, Google Analytics, Youtube, WordPress and etc. He works at Optimum Media OMD Bulgaria as a Senior Digital Media Manager.

“ – This is a very useful tool for keywords suggestions. You can get data for keywords, questions, prepositions or hashtag suggestions, it works with all most popular platforms (Google Search, Youtube, Bing, Instagram, Play Store, Twitter, Ebay and Amazon). You can filter the data by language or adding negative keywords. There is a premium option for a paid monthly subscription that you can get additional options for search volume, trends, CPC and competition.

Google trends – Free and useful tool from Google. You can search for trends by search terms, topic, brands then filter by categories, countries, Google Search (Web Search, Images Search, Youtube Search, News Search and Google Shopping ) or a custom period of time. You can compare up to 5 different keywords.

Google Data Studio – Another free tool of Google. This tool is for data visualization or you can create easy free stylish dashboards and reports. You can connect the tool with multiple Google Sources (Google Analytics, Google Ads, Youtube, Google Sheets and etc.) also you can add external data too.

In case you create a helpful report there is an option to submit to the Google Data Studio – Gallery and share with more people.”

Chris Sheehy

Founder of Sidewalk Branding Co., Digital Marketing & Advertising

“My response is focused on the SMB market where low-resources (time/funds) translate to a need for actions that turn decent returns for minimal effort and learning curve. My top three suggestions are sure to help any business improve their SEM performance.

1) Google Search Console – there’s a wealth of keyword & query intel in this often-overlooked SEM resource. Use this data for seeding Google’s Keyword Planner or adding terms directly to a campaign. Works equally as well for finding negative terms.

2) SEMrush – works great for competitive research, keyword overlap, and for viewing a competitor’s ads. SEMrush is a powerhouse tool. The paid version of this tool is a powerhouse, but there are many free-to-use tools offered as well.

3) Scripts – okay, this functionality, not a tool – but scripts are a great tool to manage many performance and reporting aspects of an ad/campaign and are easy enough for a novice to apply. A good place to start is, but a search will also reveal many more options.”

Jon Maher

CEO of Esper Inbound, the hybrid PPC/CRO agency with a sixth sense for marketing. Jon knows PPC & knows it well. Some say too well… because it’s all he talks about! Get on his good side by telling him a hotdog’s a sandwich…

“My favorite SEM tools for working on ad accounts are the Google / Microsoft Ads Editor and Microsoft Excel! Boring I know, but you can’t go wrong with this combo. Tt allows you to do some seriously powerful stuff, and quickly too! 

My favorite SEM tool for design is Unbounce, hands down. It’s the best landing page builder on the market and that shines through their robust capabilities and high level of customer service. 

Lastly, my favorite must have tool for saving time and headache is Zapier! Zapier is soooo powerful and easy to use. It’ll help you immensely with a plethora of processes from automating lead notifications to creating dynamic lead funnels. If you’re not using this tool already, I don’t know how you do it!”

David Bartos

We help small companies and ecommerce businesses to increase their revenue by using Google Ads.

“Supermetrics,, SKAG Generator.”

Todd Chambers

Convert more leads & sales from your ad spend. Upraw Media manage all the major ad platforms, implement sophisticated tracking solutions and build highly optimised landing pages.

“Supermetrics – We use 2 Supermetrics licenses. The first is for Google Sheets. We use this to pull spend across all major ad platforms into 1 centralised data set. We use this for account / client level pacing. The second license is for Google Data Studio. With Supermetrics we can connect additional data sources in each client dashboard. Ideal if you’re managing multiple ad platforms.“

Philip James Armstrong

I specialise in helping businesses to generate new leads, clients, and sales, using pay-per-click search engine marketing. As the director of a Google partnered agency, I work closely with Google representatives to set up profitable Adwords marketing campaigns using the latest strategies and best practices.

“1) PPC Samurai is unparalleled in its effectiveness in automating and streamlining the processes of monitoring and optimising pay-per-click (PPC) marketing campaigns on Google Ads. Using an intuitive drag and drop interface, users are able to create custom scripts that help to manage every aspect of a campaign, from checking budgets to optimising keyword bids at a granular level. This tool is a must-have for any agencies or advertisers looking to maximise the profits generated from their PPC campaigns. 

2) Unbounce is the ideal tool for creating and split testing landing pages with a view to increasing conversion rates. The landing page builder is easy to use, making it very simple to quickly create new page variants which look aesthetically pleasing and load quickly for visitors.”

Feiko Bierman

I am a PPC consultant at the e-commerce agency ISM eCompany. We’re a full-service agency based in Rotterdam, the Netherlands. As a PPC consultant, I specialize in Automation and Strategy.

“Google ads 360, bgenius and Channable.”

Varnika Trisal

Results Focused Marketer having 7 years of working experience in digital marketing, customer engagement, email marketing campaigns and marketing strategies. Worked in different countries with different brands and industries ranging from Energy to Finance to Tech, I truly believe that with so much noise online, it’s important to build your personal brand. Currently, I work as a Performance Marketing Manager at Oracle Australia.

“Crazy Egg – The reason I nominate this tool is because of it’s user friendly experience. The way you think about optimizing your website, this tool exactly works in the same way. For setting up conversion tracking and tests it’s just a matter of minutes. This tool also provides insights on what people are actually looking for on your website and at the end you can build successful customer journeys. One bonus thing it doesn’t require any programming skills at all.”

Eleni Buras

PPC & Amazon Consultant, with over 10 years’ experience working with digital agencies, in-house clients, & 15MLN annual client managed PPC ad spend. Heavily focused on data and specialised in acquisition & direct performance funnels across search, display and Amazon.

“Marin Software.

8 & 9-figure businesses will benefit from using Marin software in their digital ppc strategy, as this award-winning ad management platform is a quick & highly efficient way to a) integrate all your marketing channels in reporting & visualise trends b) automate optimisation and discovery of new sales opportunities and high performance in the business c) use machine learning for campaign hygiene changes such as budgeting, bidding, forecasting, and anomalies in data d) create automated campaigns with dynamic ad copies for large inventory businesses.


This online visibility management tool is great for a) researching high volume and long tail keyword strategies within your industry and your competitors for ppc and seo b) checking your competitor traffic sources for new publisher ideas and google display placement targeting c) reviewing competitor’s ad copy strategy & regional visibility vs your brand d) identifying competitor cpc strategy on specific keyword segments.


Every online business will benefit from consumer insights and market share data. Hitwise helps you track, protect, and grow your online market share at every stage of the consumer’s online journey, from search to purchase, and it really increases your understanding of your customers. Its great for a) tracking exit and entry sites to see, which websites drive traffic to your brand, and, which sites are visited afterwards b) reviewing market share vs other brands and comparing ppc and seo cost and keyword split in your industry c) benchmarking your performance against the competition by audience, visit and sales d) identifying competitor’s best search terms and performance drivers.”

Georgios Mesimeris

Georgios Mesimeris is a Performance Marketing Manager at Verisure UK. He has 7+ years of experience in digital marketing, having worked and developed various lead generation and e-commerce businesses in the UK.


One of the most useful tools I would recommend is Adthena. It is a paid tool that every online marketer must have. It provides market trends at a glance on various metrics, on all your competitors, across all devices as well as organic split. You can see which competitors bidding on your terms, brand KWs and using your brand name on their ad copy. 


It is another cheaper tool but very useful as well. It’s an easy to use tool to get insights into your competitors’ strategies in display advertising, organic and paid search, and link building. It helps you to monitor ad copy and landing pages, and discover new ideas. On the SEO side, it provides a deep link analysis, your domain view and recommendations, and backlink audits.”


Madhura K (Maddy K)

Madhura Kulkarni (Maddy K) is a full-time Digital Marketing freelancer based in New York City. She is a highly motivated and enthusiastic individual with good knowledge and passion for marketing.

“Sprout Social – Community Management and everything else, FB ads manager / Google reporting is great on it’s own!”

Andrew Woolley

Having been doing SEO for six years and digital marketing for over ten years. Trained and qualified in various disciples he is able to communicate complex elements in simple, practical ways that generate results. Track record in helping hundreds of businesses with their online brand credibility. A regular contributor to several SEO forums and online directories.

“For me its got to be SEMrush. It’s capability and versatility in delivering solutions to everyday problems that any SEO, PPC or Marketing expert will heartily benefit from and recommend .

Having used all of the ‘big boy’ packages over the years, from Moz to aHrefs and many, many more, I prefer SEMrush. Yes others have a few more strengths in regards to backlinks or Local SEO, but for an all rounder that delivers answers, its got to be SEMrush. 

Using the ‘Guru’ version there are clear differences when it comes to see old data in terms of keywords you or a competitor ranked for, as well as the positional changes.

Key features that provide great insight are the Position Tracking tools and Site Audit. Constant monitoring allows you to see where to make improvements and gain ground.

 With so many features that allow you to delve into the main three areas of SEO; Technical, On-Page and Off-Page, SEMrush just keeps rolling out more and more features that allow anyone to utilise the tool. Even social media and brand managers can benefit massively from its intuitive areas.”

Claire Poorthuis

Experienced Marketer with a demonstrated history of working in the marketing and advertising industry.

“, Ubersuggest, hotjar, SE ranking, Ad Text Generator, Google Ads Scripts,, Datastudio, Google trends, Google Insights.”



Google Ads

Keywords are the core of your search campaign. The more keywords, the bigger your reach will be. Yet, some advertisers only add a handful of keywords to their campaigns.

Creating a great keyword list is a great starting point to make your campaigns profitable and maximise conversions.

Now, this doesn’t mean you should just blindly expand your keyword list just for the sake of it. The key is relevancy, so you only want to add keywords that are relevant to the products or service you are trying to sell.

However, even with relevant keywords, you can often create a large list. Most businesses are able to build a keyword list with a few thousand keywords.

Here are some tips to get you started building a killing Google Ads keyword list.

  1. Use the Keyword Tool.

  2. Google yourself!

  3. Use plurals and alternate spellings.

  4. Combine the words.

  5. Use (almost) all keyword match types.

  6. Analyse existing data from your account.

  7. Use local keywords.

  8. Split out in relevant ad groups.

  9. Optimise your keyword list.

Tip #1: Use the Keyword Planner Tool

The built-in Google Ads Keyword Planner Tool is the best tool to use when you start building your first keyword list.

Screenshot of Google Ads keyword planner tool.

You can find the tool in your Google Ads account and it’s free! By typing in a keyword, Google will give you keyword suggestions. Also, it will give you the average monthly searches, the average cost-per-click of each of the keywords and the competition of other advertisers.

Alternatively, you can also put in your website address and Google will give you suggestions based on this.

Tip #2: Google yourself!

Ever wondered what your customers type into Google? Why don’t you try and find out yourself!

Google is great with giving suggestions once people start typing something into the search engine. Did you notice the suggestion box that pops up as soon as you start searching?

Most likely, these will contain some keywords that you can use within your campaigns.

Screenshot of Google search suggestions box in search engine.

Tip #3: Use plurals and different spellings

True, Google will automatically show your ad for any plurals, misspelling or closely related keywords.

However, wouldn’t it be great to stay in full control yourself and be able to adjust your bids for any plurals or related keywords? From experience, I know there could be a big difference in performance for a keyword like “locksmith” vs “locksmiths. So it’s worth the extra effort to split these out in your campaigns as well.

Tip #4: Combine the words

People type things into Google in all different orders. As an advertiser, you want to make sure you capture all of these. Therefore, you will have to add all of them to your campaigns.

So, this means you will add the keyword “locksmith sydney” as well as “sydney locksmith” to your campaigns.

There are some great keyword combining tools online that you can use to make this easier for you.

Tip #5: Use (almost) all keyword match types

Keyword match types are great. When used correctly, they will be able to give you full control for which search queries your ad will be shown.

To do this, make sure you use a mix of broad match modifier, phrase, exact and negative keywords.

Noticed that one of the match types is missing? Correct, don’t use broad match keywords. They’re for lazy people. Instead, build out your keyword list with long tail keywords to make sure you capture the most relevant search queries for your business.

Tip #6: Analyse existing data

Ah, you already been running your Google Ads campaigns for a while? Great, there’s probably loads of data within your account. Let’s use this to your advantage.

The Search Terms report in your Google Ads account is one of the most useful reports for you to use. You can find the Search Terms report in the keyword tab of your account.

Screenshot of search terms report in Google Ads.

Previously, this was called the search query report. It shows all the search queries that lead to a click on your ads. A great starting point to expand your keyword lists or negatives.

The Added/Excluded column shows if the search query is currently added as a keyword to your account. If not, it will show “None”. These are potential new keywords that you can add to your account.

But, don’t rely on your match types to be triggered for these keywords. Instead, you can have more control by adding them directly to your account. You will be able to change your bids, create different ad copies and landing pages etc.

Tip #7: Use local keywords

Adding local keywords to your account is a great way to expand your reach with relevant keywords.

For example, you can add “australia”, “sydney”, or even suburb keywords to your list and combine it with your amin keywords.

Are you running a local business? Have a look at our previous article with Google Ads tips for local businesses.

Tip #8: Split out in relevant ad groups

Don’t just add all of your keywords into a single ad group.

Instead, make sure you split them out. There’s no limit in the number of ad groups and campaigns you can add. So, make sure you create (at least) multiple ad groups.

The main reason why you would want to split it out is so that it’s easier to manage for yourself. Also, you will be able to write more relevant ad copies for each of your ad groups. A win-win situation.

Tip #9: Optimise your keyword list

It doesn’t stop when you launch your campaigns. Your keyword list should not be a set-and-forget thing. By analysing the data, you should constantly tweak your campaigns.

Based on the data, you can pause underperforming keywords. Also, you should keep an eye on keywords with a low click-through rate or Quality Score. By using the Search Term report (see tip 6) you can identify new keyword opportunities and add these to your campaigns.


Setting up an extensive and relevant keyword list is the most important thing when setting up your Google Ads campaigns. This decides if your campaigns will be successful in the long run.

Then, after you launched your campaigns you will constantly tweak your keyword list. You should be pausing underperforming keywords and add new once based on the data that is available.

That way you will constantly improve your campaigns and will be able to squeeze more conversions out of the budget.



Facebook Ads, Google Ads

In terms of digital advertising, there are 2 main players available. In the blue corner, there is Facebook Ads. And in the rainbow corner, there is good ol’ Google Ads.

Paid social vs paid search.

Depending on your business type, you might want to choose one or the other or maybe even a mix of both.

Both platforms are using the PPC model. But which one will work best for your business?

Image of chess game to show which platform works best: Facebook Ads or Google Ads.

Quick recap: Facebook Ads

With Facebook Ads, you can create audience lists that fit your customers.


Once these customers browse around Facebook (or Instagram – which is part of the Facebook Audience Network) you can have your ad shown up on their newsfeed.


With Facebook Ads you can target audiences on both Facebook and Instagram, as well as the Facebook Audience Network. Social advertising makes it easy to find the right people, capture their attention and get results.


You can:

  • Find people based demographics, behaviours or contact information.

  • Create eye-catching ads that capture your audience attention.

  • Get data to see how your ads are performing and increase ROI.

  • Extend your reach and get more followers of your brand.

Quick recap: Google Ads

By using Google Ads you can show your ad when someone uses the famous search engine. It works based on keywords, so you can create a large keyword list with relevant keywords. Every time a potential customer searches for this keyword, your ad could pop up.


Alternatively, you can also use Google Ads to show your ads on the Google Display Network. Using the GDN is more similar to Facebook, as you target an audience rather than specific keywords.


For this article, we’ll be mainly focusing on the search component of the platform.


With Google Ads you:

  • Only target people that are actively searching for your product or service.

  • Measure and optimise based on data to increase your return on investment.

  • Adjust your bids and make changes to your campaigns at any given time.

  • Only pay when people actually click on your ad and visit your website.

The big difference between Facebook Ads & Google Ads

The big difference between the two platforms is that with Facebook you are targeting a specific audience, while with Google you are targeting keywords.

Also, it’s important to point out that the cost-per-click for Google Ads has skyrocketed over the last few years. This, of course, points out the effectiveness of the platform. However, small businesses will need to spend each of their marketing dollars as effectively as possible. This means they might need to make a decision of where to spend that dollar.

So, the question remains: which platform should you use?

And the winner is…

The right answer is that you will need to test both platforms for yourself, as the results will differ for each business.

In general, Facebook Ads will have a lower cost-per-click. However, as you are targeting people that are not actively searching for a product or service, the conversion rate is often lower. 

Let’s split this out between business-to-business (B2B) and business-to-customers (B2C).

Image to show the winner for b2b and b2c businesses: Google Ads vs Facebook Ads.

B2C marketing

Because of the lower cost per click, Facebook Ads can perform better for businesses that sell low-cost items to customers (think about socks, t-shirts etc.).

Products that people need, but haven’t thought about buying until they see it. It’s more of an impulse buy, rather than a well-planned one. Facebook works great for that.

Remember, people are mainly on Facebook and Instagram for personal reasons so showing work related ads are simply less effective. Which brings us to B2B.

B2B marketing

Most often, the best platform to use for B2B is Google Ads. the keyword base option is by far the most effective for most business.

By being smart and focus on long tail keywords, you can still make this profitable for your B2B business and get a decent volume.

If you are focusing on lead generation, you might also want to try out Facebook Ads. Facebook’s lead ads are great for capturing leads.

Have a look at our tips for local businesses on how to make Google Ads work for you.

Now, there are of course exceptions. If you’re selling a product or service that is in an early stage, you might not get that much search volume via Google. In that case, you might want to use Facebook Ads instead.


Of course, it partly depends on the product or service you are selling. However, for most B2C businesses Facebook Ads is a really good option. For B2B businesses Google Ads is the go-to platform.

Ideally, you would test each of these options for your businesses to see what works. For example, you can allocate 10% of your total digital marketing budget to the other platform and track the performance. That way, you can find out if there’s an opportunity for you to spend more on the platform.


Google Ads
Recently, I did some work for a large company that was mainly focussed on the impression share of their Google Ads campaigns.

Their main goal was not getting conversions, but they wanted to reach a certain percentage of impression share for each of the keywords on their account.

A rather unusual goal, as most of the campaigns that I manage, are focussed on maximizing conversions. This company wanted to focus primarily on impression share and used their search campaigns purely for branding purposes.

What is the impression share metric?

Impression share is the “percentage of impressions that your ads receive compared to the total number of impressions that your ads could get.”

Explanation of impression share in Google Ads.

How is the impression share calculated?

Impression share = impressions / total eligible impressions.

Depending on the match type of each keyword, your keyword could be triggered for certain search queries.

Google looks at the number of searches your keywords could be triggered for. Then, Google divides this by the number of searches that your ad actually got shown for. To do this, Google also looks at the negative keywords on your account.

So your impression share is mainly depending on how you structure your account and the keywords that you use. If you use a lot of broad match keywords (which I wouldn’t recommend) you will be eligible for more searches. You’re likely to have a lower impression share.

However, if you set up a good keyword list in Google Ads with mainly exact match keywords and/or have a extensive negative keyword list you stay in full control of when your ad is being shown. This will have a positive impact on your search impression share.

Other things you could think about to improve your impression share are:

  • Change your location targeting. Targeting a smaller location will make you eligible for fewer searches.

  • Change your device targeting. Turning off mobile devices will also reduce your eligible searches.

  • Improve your Quality Score. This will reduce your cost-per-click which will make you be able to compete in more auctions (considering your impression share is limited by budget).

  • Lower your bids. Rather than focusing on top rankings for each keyword, you can lower your bids so that you will be able to compete in more ad auctions.

  • Use an ad schedule. Turning your ads off on certain times (for example, outside office hours) will make it easier to be shown for searches during times your ads are on.

Should you care about this metric?

I don’t believe Impression Share should be the main goal of your search advertising campaigns. Google Ads is best when being used as a performance marketing tool, and by focusing primarily on Impression Share you will be using it as a branding tool. There are better tools for this (think about Youtube Ads or Google Display advertising for example).

Having said that, it is an interesting metric to look at when optimising your campaigns. Especially, metrics like Search Lost IS (budget) & Search Lost IS (rank).

By looking at the Search Lost IS (budget) you can indicate how many impressions you lost because of limitations in the budget. If your campaigns are currently profitable this might be an indication that you’d like to increase your budget.

Also, the Search Lost IS (rank) will show how many impressions you lost because of a low ranking. This might indicate that you’re not bidding high enough and are losing too many ad auctions.

To sum up, Search Impression Share is one of the many metrics you can look at when optimising your campaigns. However, it shouldn’t be the main goal of your campaigns.


Google Ads

True, PPC advertising is getting more competitive with the day. Cost-per-click’s are rising and this will further continue over the next few years.

However, PPC is still one of the most successful ways of advertising. Even today, you can still find ways to make your campaigns profitable.

In this article, we’ll share some PPC tips that you can implement straight away!

PPC tip 1: Make sure you track conversions

The great thing about PPC that you can track all of your results. You can see how many impressions you are getting, how many clicks, what your spend is and… how many leads or sales you got.

Most of this data is being pulled into the dashboard automatically when you launch your campaigns. However, your conversion tracking (leads/sales etc.) is something you will need to set up yourself.

It’s not hard. You can either use the tracking snippet from your PPC accounts (both Google Ads, Microsoft Advertising and Facebook Ads offer this) or import any goals from Google Analytics. You do want to set this up before you launch your first campaign.

PPC tip 2: Pause keywords with high costs and no conversions

Let’s start with saving you some money!

Pull all the keyword data from your account and filter out the keywords that got you conversions. Now, let’s focus on the keywords that didn’t get you conversions. Any keywords that you spend a lot of money on?

Start pausing them from your account. Cutting down irrelevant clicks is the first step to improving your campaigns.

PPC tip 3: Pause keywords with a low Quality Score

When you’re using Google Ads, you pay on a cost per click (CPC) basis. This means you don’t have to pay Google to have your ad shown, but only when someone actually clicks on your ad.

This means that Google is less keen to show un-relevant ads that no one clicks on. For that reason, it uses the Google Quality Score as a factor to decide the ad ranking.

Keywords with a low Quality Score will negatively impact your campaign’s result. So to improve your Quality Score, start with pausing keywords that have more than 200 impressions, a Quality Score below 5 and no conversions.

PPC tip 4: Pause keywords with a low click-through rate

One of the factors Google looks at to calculate the Quality Score is the click-through rate (CTR) of your ads. Not just of that one keyword, but also of your entire account.

Now, this means that the CTR of your account has an effect on your Quality Score and the cost per click that you’re paying. The easiest way to boost your CTR is to pause keywords that are getting you lots of impressions but no clicks.

Start with pausing keywords that have more than 200 impressions, a click-through rate below 0.5% and no conversions.

PPC tip 5: Add more keywords

Keywords are the core of each search campaign. The more keywords, the bigger your reach will be. Yet, some advertisers only add a handful of keywords to their campaigns.

Now, I definitely not saying that you should just blindly expand your keyword list just for the sake of it. The key is relevancy, so you only want to add keywords that are relevant to the products or service you are trying to sell.

However, even with relevant keywords, you can often create a large list. Think about the entire long tail, different word order, plurals and even misspellings. Most businesses are able to build a keyword list with a few thousand keywords.

Long tail of Google Ads keywords.

PPC tip 6: Pause all broad match keywords

When creating new keywords, these are standard added as broad match. I personally don’t recommend using broad match keywords in your account.

No, let me re-phrase that: don’t use broad match in your account. Ever. Unless you’re using a lot of negative keywords, these keywords will trigger too many irrelevant search queries. This will lower your Quality Score and increase your cost-per-click.

Instead, expand your keyword list with broad match modifier, phrase match and exact match keywords.

PPC tip 7: Test your ad creatives

Testing and optimising bits and pieces of your PPC campaign is the backbone for success.

Your ad is often the only thing from your PPC account that’s visible to the customer, and a great starting point to start A/B testing and optimising your campaign.

Ad testing is an ongoing process. Make sure you’re not just testing, but also improving your campaigns. If you keep testing 2 totally different ads you’re just testing.

Ideally, you keep the best performing parts of your ad and start testing smaller components of your ad instead. You can start with testing 2 completely different ads for a while and, once you have your best-performing, move into testing smaller parts of your ads.

PPC tip 8: Use bid strategies

Google Ads offers the opportunity to use different bid strategies within your account.

The big advantage of using bid strategies is that you have to spend significantly less time optimising your keyword bids. Bid strategies allow you to use Google’s algorithm for your keyword bids so that you don’t have to worry about doing this manually.

PPC tip 9: Add ad extensions

Ad extensions are free. They will give your ad more real estate in the search engine. This will increase the likelihood of people clicking your ad.

Maybe not all ad extensions are applicable to your business. However, ad extensions like the sitelinks extensions and callout extensions will be useful for every business.

Ad extensions will also have a positive impact on your campaigns Quality Score, so it’s really a no-brainer to add them to your campaigns.

PPC tip 10: Use negative keywords

Negative keywords will prevent your ad from being triggered. It’s very important that you build a large negative keyword list, especially if you’re using a lot of broad match and negative keywords.

By adding this as a negative keyword list to your campaigns, people who include this in their search query won’t see your ad.

This will help you focus on clicks that will give you actual potential customers.

PPC tip 11: Monitor your search queries

Although you would want to set up a tight keyword list, your ad might pop up for irrelevant search queries.

Especially if you’re working with a small budget, you want to filter these out as much as possible.

Google Ads allows you to pull a search query report. By going through this report you’ll be able to identify irrelevant search queries and add them as negative keywords to your campaigns.

PPC tip 12: Advertise on your brand name

Branded keywords are the most relevant keywords in your account. Therefore, you will have a higher Quality Score for these keywords and the cost per click will be relatively low.

The Quality Score works through to all the keywords of your account. This means that for all the non-branded keywords you will have a higher ranking and decrease their cost per click.

Because of the relatively low cost per click that you’ll have to pay makes it a no-brainer to advertise on your branded term.

PPC tip 13: Use remarketing

Ever thought about what happens with the visitors that come to your site and don’t convert? Most likely, they never come back to your site.

By running a remarketing campaign you can try and get these visitors to come back to your site. From all the targeting methods on display networks, remarketing is the most successful one. You are targeting people that are already familiar with your brand.

Remarketing is a great way to expand your PPC advertising.

PPC tip 14: Build high-converting landing pages

After you get more relevant visitors on your website, the next step is to get them to convert. Your landing page is the most important part of this. By building a PPC specific landing page you can really focus on that one goal: getting the details of your potential customer.

An ideal landing page would have a relevant headline and sub-headline, a short contact form with call-to-action and some basic details about your product or service. This should contain unique selling points (USP’s), testimonials, a short description of how it works etc.

Use the less-is-more principle for these pages. The more information you add, the bigger the change that people don’t fill in the form.

PPC tip 15: Track everything and optimise

The best thing about advertising on Google? You can track everything!

Literally, EVERYTHING.

You can see on a keyword level which keywords are getting you impressions, clicks, leads, and how much you spend on each of them.

Now, all you need to do is analyse this and use it to your advantage.

PPC tip 16: Link your Google My Business listing

True, it’s not necessarily PPC.

However, a Google My Business listing is free so there’s no reason not to sign up. Also, by linking your GMB account with your Google Ads account you can promote your Google Maps listing. It’s a great way to get more relevant search volume.

Screenshot of location extension within Google.


Even though PPC advertising gets more and more competitive, there are still ways to run a profitable PPC campaign.

By following the easy-to-implement PPC tips in this article, you can significantly improve your campaigns today.

About Vazooky Digital

Vazooky Digital is a boutique PPC agency, based in Sydney. If you need any help with improving your local Google Ads campaigns, please get in touch.


Google Ads For Industries
Now, the financial industry is known to be one of the most expensive industries if it comes to advertising on Google.

Lots of competitors are pushing up the cost per click. For early-staged fintech startups, this can be challenging as there is no data available (yet) to know which keywords are performing.

Although challenging, here are some tips to make your Google Ads campaigns profitable from start.

Tip #1: understand how much you can pay for a click

If most of your competitors are bidding up to $25 for a click, there is no point in bidding $5. As Google works based on an auction model, your ad simply won’t be shown.

You will need to understand how much you could maximum pay per click to get a positive ROI.

To do this, you will need to follow these steps:

  • Understand how much a new client is worth to you.

  • Decide how much you’re willing to invest to get a new client.

  • Understand how many leads you need to get a new customer.

  • Know the conversion rate of your site (or a rough estimation).

Based on these numbers you will be able to calculate how much you can maximum pay for a click.

For example, if a new customer is worth $3,000, you can invest a third to get the client and you need 5 leads to get 1 client, this means you can pay $200 for a lead. If the CVR is 10% you can bid up to $20 for a click.

Tip #2: Start with advertising on highly relevant keywords only

Now, forget about the generic keywords that first come to mind. These keywords often get more impressions and clicks. However, the conversion rate of these keywords is often low. Also, there are more competitors which means a higher cost per click.


Long tail of Google Ads keywords.

Better is to focus on the long tail keywords. These keywords will get typed into Google less often. However, they tend to attract better quality visitors. Which means a higher conversion rate on your site.

You should focus on keywords that have at least 3 words in them and are highly relevant for your product. Try and stay away from the broad match keyword type. Instead, use exact, phrase or broad match modifier for all the keywords that you add.

Google Ads has the option to add negative keywords as well. Negative keywords will help to filter out irrelevant search queries. Make sure that you add as many negative keywords as possible.

Tip #3: Build PPC-only landing pages

Even if your site looks great, PPC requires a few tweaks to your landing page.

As you will be paying quite a bit for a click, you want to make sure your conversion rate is as high as possible.

This means you want to build a landing page that is focussed on one goal: generating leads.

It’s fine if people want to browse around your site, however they can do this once they gave you their details as well.

An ideal landing page would have a relevant headline and sub-headline, a short contact form with call-to-action and some basic details about your product or service. This should contain unique selling points (USP’s), testimonials, a short description of how it works etc.

Use the less-is-more principle for these pages. The more information you add, the bigger the change that people don’t fill in the form.

Tip #4: Use the location targeting

Google Ads has the option to be very precise with the location targeting of your campaigns.

Screenshot of radius targeting in Google Ads.

Are your current customers mainly coming from big cities? Then target your ads only to these cities to start with. Or vice versa.

Are you mainly focusing on one city, but you “wouldn’t mind” to get leads from other cities as well? Start focusing on your main city. Once you get the results you can start expanding your location targeting.

Tip #5: Track everything and optimise

The best thing about advertising on Google? You can track everything!

Literally, EVERYTHING.

You can see on a keyword level which keywords are getting you impressions, clicks, leads, and how much you spend on each of them.

Now, all you need to do is analyse this and use it to your advantage.

You can pause underperforming keywords. Add new keywords based on the search query report. Test your ad copies and landing pages. Tweak your keyword bids. And much, much more.

To get maximum results, make sure you track as much as you can. Track your online leads, as well as all the phone calls you get from your campaigns.

About Vazooky Digital

Vazooky Digital is a 
Google Ads agency based in Sydney, Australia. If you need any help with Google Ads, feel free to get in touch.


Google Ads

At the end of the day, the only thing that is visible to your potential customers is your text ad.

And your ad extensions are (and should be) an important part of that.

Your potential customer can’t see how well your campaigns are structured or how large your keyword list is. He/she doesn’t care about your location targeting or the bidding strategy that you use.

Your text ads decide if that potential customer will click your ad.

Why you should use ad extensions

Ad extensions expand your ad with relevant information. You can give your potential customers more reasons to click and become an actual customer.

Simply put you will get more real estate in the search results. So, when done correctly the will have a positive impact on your click-through rate (CTR).

Also, Google announced that the ad extensions are one of the factors it uses to calculate the Quality Score.

Now, maybe not all ad extensions will be relevant for your business. However, it is highly recommended to add all the ones that are relevant to your campaigns.

How Google decides to show ad extensions

Even though it is recommended to add the ad extensions, Google won’t always show them.

Only if your ad rank is high enough your ad extensions might show.

We noticed that it mainly depends on the Quality Score of your account and the competitive nature of the keyword.

So when your Google Ads campaigns are well-structured and you are getting high Quality Scores, it is more likely that the ad extensions will show.

Also, on less competitive terms (like branded terms) you will notice that the ad extensions will show more frequently. For more competitive terms the ad extensions will still show however, this is often a stripped down version of them.

The ad extensions you should ALWAYS add

Well, the following ad extensions are the ones that are applicable to almost every business out there. Not adding these would be holding back the performance of your campaigns:

  • Sitelinks

  • Callout extensions

  • Structured snippet extensions

The most important ad extensions.

Sitelinks are the extra links that show up underneath the main ad. For generic keywords, you can use them to link to specific product pages. For more specific keywords, you can promote pages like your testimonials page, about page or contact page.

The sitelinks have the option to add 2 descriptions lines. Although these don’t always show up, you should always add these in case Google decides to show these. It will further expand your ad. It’s recommended to add at least 4 sitelinks to your ad.

Callout extensions are basically your USP’s. The will show up in bullet point style within your ad. You should add at least three of these to your campaigns.

Structured snippets are a list of the types of products, services, locations, models etcetera that you are offering. Only 1 will show up with your ad however, they contain multiple values. You can add up to 10 values however, Google will likely cut them off in the search results. It is recommended to put the most important values in the front of the list so that they are less likely to be cut off.

Extra ad extensions that might be useful for your business

Depending on your business type, you might want to add the following ad extensions:

  • Call extensions

  • App extensions

  • Location extensions

  • Price extensions

  • Promotion extensions

Call extensions allow you to add a phone call to your ad. Also, when running mobile ads you will be able to add a click-to-call button to your ad. Customers will then be able to call your business with one click. Make sure you set up your phone call tracking!

If you are promoting an app, you definitely want to add the app extension. It will add a button to your ad that will send visitors directly to the Apple Store or Google Play Store.

Location extensions will display your business address within your ad. To do this, you will first need to create a Google business listing. Once you linked this to Google Ads, you will be able to show the location extensions.

If you have clear prices that you would like to share with your customers, you can add the price extensions. You are able to add multiple products or services and show their prices within your ad.

When you are running discounts, you can add a promotion extension to your campaigns. They will show the type of discount you offer and when it runs out. You can also select the occasion from a long list available from Google (eg. Valentine’s Day, Christmas etc.).

Extra options for ad extensions

Most ad extensions will have to option to schedule when you would want to be displayed.

For example, if your business is only able to take phone calls from 9 to 5, it makes sense to turn off the call extensions outside these hours.

Also, if you are running a promotion that runs out on a certain date, you can make sure it’s automatically paused after this date.


Adding ad extensions will allow you to get more real estate in the Google search results.

Every Google Ads advertiser should be adding at least a few of them to their campaigns.



Google Ads
Google launched the Google AdWords platform back in 2000.

Over the years there have been many changes to the platform, and many extra features have been added. Last year, Google re-branded the platform to Google Ads.

Although (most) of the changes have been made to make Google Ads more beneficial to advertisers, it can be overwhelming for some. There are significantly more buttons to press on compared to the early days.

As a PPC agency, I do a fair bit of account audits. During these audits, I notice that a lot of advertisers are making similar mistakes.

Here are the most common Google Ads mistakes.

Mistake #1: not enough keywords

Keywords are the core of each search campaign. The more keywords, the bigger your reach will be.  Yet, some advertisers only add a handful of keywords to their campaigns.

Now, I definitely not saying that you should just blindly expand your keyword list just for the sake of it. The key is relevancy, so you only want to add keywords that are relevant to the products or service you are trying to sell.

However, even with relevant keywords, you can often create a large list. Think about the entire long tail, different word order, plurals and even misspellings. Most businesses are able to build a keyword list with a few thousand keywords.

For some large campaigns I worked on in the past we ran campaigns with roughly a million keywords!

Long tail of Google Ads keywords.

Mistake #2: keywords added in broad match

When creating new keywords, these are standard added as broad match. I personally don’t recommend using broad match keywords in your account.

No, let me re-phrase that: don’t use broad match in your account. Ever. Unless you’re using a lot of negative keywords, these keywords will trigger too many irrelevant search queries. This will lower your Quality Score and increase your cost-per-click.

Instead, expand your keyword list with broad match modifier, phrase match and exact match keywords.

I wrote a different article that explains everything about the keyword match types.

Explanation of different match types in Google Ads.

Mistake 3: only one ad group

Google is all about relevancy. The more relevant your ad is, the higher your Google Quality Score, the higher your rankings and the lower your cost-per-click. Which means you will be able to squeeze more conversions out of your budget. It’s a win-win-win-win (win) situation.

By adding all your keywords to the same ad group you won’t be able to write a relevant ad for your keywords. Instead, you want to split out your ad groups and write unique and relevant ad copy’s for each one of them.

You can split out your ad groups based on product/service, but also on the type of keywords (eg. you might want to a different ad copy if your keywords contain “freelancer” vs keywords that contain “specialist”).

Google recommends to use around 10-20 keywords in each ad group, so if you’re advertising on 1,000 keywords this means you end up having roughly 50 ad groups.

Mistake 4: low click-through rate (CTR)

Remember that Google Quality Score I have been bugging you about? It’s a way for Google to calculate how relevant your ad is for a particular search query.

One of the factors Google looks at to calculate the Quality Score is the click-through rate (CTR) of your ads. Not just of that one keyword, but also of your entire account.

Now, this means that the CTR of your account has an effect on your Quality Score and the cost per click that you’re paying. The easiest way to boost your CTR is to pause keywords that are getting you lots of impressions but no clicks.

Mistake 5: no conversion tracking

The great thing about Google Ads that you can track all of your results. You can see how many impressions you are getting, how many clicks, what your spend is and… how many leads or sales you got.

Most of this data is being pulled into the dashboard automatically when you launch your campaigns. However, your conversion tracking (leads/sales etc.) is something you will need to set up yourself.

It’s not hard. You can either use the tracking snippet from your Google Ads account or import any goals from Google Analytics. You do want to set this up before you launch your first campaign.

Mistake #6: no negative keywords

Back to the keywords. Yes, they’re still the core of your campaigns.

Negative keywords prevent your ad for being showed for irrelevant search queries. Think about search queries you definitely don’t want to be shown for. Like search queries that contain “scam”, “jobs”. You can also include locations that you don’t serve or even competitors.

For an advertiser, it is very unlikely if you don’t need any negative keywords.

Image that shows how negative keywords works within Google Ads.

Mistake #7: no ad extensions

Ad extensions are free. They will give your ad more real estate in the search engine. This will increase the likelihood of people clicking your ad.

Maybe not all ad extensions are applicable to your business. However, ad extensions like the sitelinks extensions and callout extensions will be useful for every business.

These are the most common mistakes we notice when doing PPC audits. Try to avoid these mistakes and you’re on your way to get more results out of your Google Ads campaigns.

Are you making any of these mistakes yourself?



Google Ads
Google Ads offers the opportunity to use different bid strategies within your account.

The big advantage of using bid strategies is that you have to spend significantly less time optimising your keyword bids.

What are bid strategies?

Bid strategies allow you to use Google’s algorithm for your keyword bids so that you don’t have to worry about doing this manually.

The more data, the better. It’s not recommended to use the bid strategies for any accounts that don’t have a lot of conversion data.

Bidding vs manual

Back in the days, you had to manually change the bids of each of the keywords in your account. You needed to analyse the data and then individually go through each of the keywords and decide a CPC bid. Then, you could tweak these bids based on the device, location, time of day etc. You can then find the combination that works the best.

Google Ads bid strategies manual vs bidding.

Using SEM bid management tools like DoubleClick Search or Marin are expensive and typically not available for the smaller Google Ads accounts. Over the last few years, Google worked on creating algorithms within Google Ads to take away some of the manual work. The bid strategies are part of this.

Bid strategies work based on a goal. Google’s algorithm looks at various indicators (keyword, location, device and many other unknown ones) and decides the best bid to match your goal.

Automatic bid strategies are user-based, so Google re-calculates the bid every time one of your keywords gets triggered.

Google Ads automated bidding strategies

Based on your goals there are a few different bid strategies you could consider for your campaigns.

Target CPA (cost-per-acquisition)

With Target CPA the bids are set to get as many as possible conversions out of your budget while keeping in mind the CPA goal. If you’re focusing on lead generation and have a clear cost per lead goal, this would be the bid strategy to use.

Target ROAS (return-on-ad-spend)

ROAS stands for Return On Ad Spend. This bidding strategy is focussed on getting you as many as possible conversions while matching the ROAS goal. This is mainly for e-commerce websites and webshops.

Maximise Conversions

This bidding strategy works together with your daily budget and will focus on maximising the number of conversions from your campaigns.

Enhanced cost-per-click (ECPC)

Enhanced CPC is a variation of manual bidding, where you give the system the opportunity to automatically adjust your bids to increase conversions. The algorithm can increase your bids if it’s more likely a click will turn into a conversion, as well as decrease your bids in the case it’s less likely.

Maximize Clicks

This bidding strategy will get you as much as possible clicks for your daily budget. Keep in mind this might include irrelevant traffic. You should set up conversion tracking for your campaigns and use the maximise conversion bidding strategy instead.

Manual CPC bidding (manual bidding AdWords)

This is the default option, which means you will manually set all of your keyword bids.

Target Search Page Location (position bid strategy)

With this bidding strategy, you will be targeting position (first page or even first ad position) no matter the cost-per-click.

Target Outranking Share

You can add a domain of one of your competitors and tell Google that you want to out-rank them.

Bid strategy best practices

The bid strategies perform better depending on the data that is available. When launching new campaigns, I would recommend starting with manual bidding. Once you collected the initial data you can implement one of the bidding strategies.

Google Ads best practices.

Keep in mind that the bid strategies need some time to learn as well. Google recommends giving each new bid strategy at least two or three weeks to learn. After this period you will be able to see it matching the goals.

You might want to test out different bidding strategies to see which one works the best for you. Based on the type of campaign you are running you might want to consider the following strategies.

Lead generation

If you are running a lead generation campaign you would want to use either the target CPA or maximize conversions bid strategies.

If you have a clear cost per lead that you target, use the target CPA option. This will make sure that you won’t exceed your goal. If you noticed that you reached your daily budget, you can either decide to increase your daily budget or lower your target CPA. The latter will lower your cost per lead and will get you more leads for the same budget.


When running e-commerce campaigns you can use the target ROAS or (again) the maximize conversions options.

Especially if you’re running a large e-commerce website with a lot of products with different revenues I would go for the first option. Smaller webshops can consider the second option as well.


If you’re running branding campaigns you should still care about conversions. I would recommend tracking at least an important page on your site so that you can track high-quality visitors over low-quality.

Once you set this up you can use the maximize conversions option. I wouldn’t recommend using the maximize clicks option.

If you want to outrank your competitors for certain keywords (eg. your branded keyword) you can consider using one of the position based bid strategies.


When done right, automated bidding can make your campaigns more profitable. It also reduces the time that you would normally spend on manually adjusting your bids.

The time you save you can spend on optimising other aspects of your campaigns, like ad copy testing or Quality Score optimisation. This can further increase the performance of your campaigns.

There’s no doubt that machine-learning will be better for making large-scale calculations like keyword bidding.

As a side-note, you could argue if you would want Google to decide your keyword bids based on factors that are unknown to us. That being said, at Vazooky Digital we have seen a big improvement in the performance of campaigns that have enabled the automatic bidding features.


Google Ads
Google Ads is an extremely powerful advertising platform. When you’re using Google Ads, you pay on a cost per click (CPC) basis. 

This means you don’t have to pay Google to have your ad shown, but only when someone actually clicks on your ad.

Only pay Google when someone clicks on your ad.

This means that Google is less keen to show un-relevant ads that no one clicks on. For that reason, it uses the Google Quality Score as a factor to decide the ad ranking.

This also means you can’t just blindly add irrelevant keywords to your account.

The Google ad auction works based on a difficult formula, where it takes into account:
  1. The bid that each advertiser puts in for click on a particular keyword.

  2. The relevancy of that advertiser to a particular search query (the Google Quality Score).

What is the Google Quality Score?

The Quality Score is a number from 1 to 10 that shows how relevant your keyword to a particular search query.

A low Quality Score shows that your keyword is totally irrelevant, while a high Quality Score means that it’s spot on and that you’re offering exactly what visitors are looking for.

To decide the Quality Score, Google looks at multiple factors including:

  • Keyword relevancy

  • Expected click-through rate (CTR)

  • Landing page experience

  • Historical account performance

  • Ad relevancy

  • Various relevance factors


How the Google ad auction works

Everytime someone types something into the search engine, Google’s algorithm re-calculates the ad ranking.

To do this it looks at many factors, including:

  • The keyword in your account that could get triggered for the search query.

  • How relevant that keyword is to the search query.

  • The relevancy of your ad to the search query.

  • How relevant your landing page is to the search query.

  • Your maximum bid for a click on the keyword.

  • Ad extensions that get trigger by the keyword.

  • The maximum bid of a competitor on the keyword.

  • Relevancy factors of your competitor(s).

And much, much more. In total, Google uses hundreds of factors to decide the ad ranking and this is being re-calculated for each search query.

How Google decides the ad ranking.

In the example above there are 4 advertisers that are eligible to show for a particular search query:

  • Advertiser 1 has a bid of $4.

  • $3 is the bid of advertiser 2.

  • Advertiser 3 bids $2.

  • And advertiser 4 puts in a bid of $1 per click.

Based on the many relevancy factors that Google uses:

  • Advertiser 1 has a relevancy factor (Google Quality Score) of 1.

  • Relevancy factor of 6 for advertiser 2.

  • Advertiser 3 has a relevancy factor of 10.

  • And advertiser 4 has a relevancy factor of 8.

Based on the bid and the relevancy factor Google decides the ad ranking.
This means that:

  • Even though advertiser 3 only put in the third highest bid, it gets ranking in the first position because of their high relevancy score.

  • Then, Advertiser 2 gets the second ad position.

  • Advertiser 4 gets the third ad position.

  • And even though advertiser 1 put in the highest bid, it still gets ranked the lowest due to a low relevancy score.


Why is relevancy so important?

This is because Google wants to:

  1. Make users happy by providing the right answers to their questions.

  2. Make advertisers happy by not letting them pay for irrelevant clicks.

And it certainly makes Google happy.
Remember that you only have to pay for actual clicks? So by showing relevant ads higher in the ad ranking, more people will click the ad and Google will earn more as well.

So, even though an advertiser pays less for a click, the higher click-through rate (CTR) will make it more beneficial for Google.

How Google uses the Quality Score to decide the ad ranking

To decide the ad ranking, Google uses the following formula:

So, if you want to increase your ad ranking for a particular keyword there are two things you can do:

  1. Increase your CPC bids, which will increase your costs.

  2. Improve your Quality Score.

So in plain words: a higher Quality Score will give you a better ad ranking against lower costs.

How Quality Score affects CPC

The maximum CPC bid that you put in for a keyword is not necessarily the cost you actually have to pay Google.

You only have to pay Google the cost of what is needed to keep your closest competitor below you. This means you pay whatever is needed to maintain your ad ranking plus $0.01.

In the example we had before, this means:

  • Advertiser 3 ends up paying $1.91. It needs 19 to maintain it’s ad ranking (as advertiser 2 has 18), so the formula to calculate the actual cost per click is: (19/10)+$0.01 = $1.91.

  • Then, Advertiser 2 pays $1.51 (9/6 + $0.01).

  • Advertiser 4 pays $0.63.

  • Lastly, Advertiser 1 pays their maximum CPC, which is $4.

Note: all of these calculations are based on the information that is available. The actual formula that Google uses to determine ad ranking and cost per click is a secret.

How to improve Quality Score

If you can increase the relevance of your campaign, you will get higher Quality Scores.

This will significantly decrease your cost per click so that you can squeeze more clicks and conversions out of your budget.

There are a few ways to do this:

  1. Fine-tuning your keyword list. 
    You can run a search query report to see the search queries that triggered your keywords. Adding new keywords to your campaign will allow writing more specific ad copy’s.

  2. Adding negative keywords.
    You can add negative keywords to ensure your keywords won’t get triggered for irrelevant search queries and improve your click-through rates.

  3. Testing ad copy’s.
    You should write ad copy’s for each ad group individually and start testing them. Then, remove ad copy’s that have a low click-through rate and focus on the ones with a high CTR.

  4. Optimising landing pages.
    Send your visitors to a relevant page on your website based on the search query that they’ve typed in. Also, follow best practices for your landing pages.

Following these steps can improve your Google Quality Score, meaning you can get higher ad rankings and more value for your buck.

Quality Score FAQ’s


Google Ads
Understanding the different match types is critical to get maximum results out of Google Ads.

The goal is to only show your ad for relevant search queries. The match types will give you control over which search queries will trigger your ads to eliminate irrelevant clicks.


There are 5 different match types in Google Ads:

  • Broad match. Triggers all search queries closely related to the keyword.

  • Broad match modifier. Limits broad match to make sure certain words need to be within the search query.

  • Phrase match. Triggers all search queries that have the keyword as a phrase within them.

  • Exact match. Triggers search queries that exactly match the keyword, plus all close variants.

  • Negative match. Prevents your ad from being shown for search queries that contain this keyword.

Explanation of different match types in Google Ads.

Broad match

Standard all of your keywords are added as broad match within your campaigns.

Broad match means that your ad will be triggered for all search queries that are closely related to the keywords. Although this will give you a wide reach, there’s a big chance your ad will be shown for a lot of irrelevant search queries as well.


Keyword: plumbing service.

Triggers your ad for search queries like: plumbing service, plumber emergency service, plumbing tips, how to become a plumber, plumbing courses, repair my toilet.

As an experienced Google Ads specialist, I would highly recommend to not use broad match keywords in your account.

Using broad match keywords either blow out your budget on irrelevant clicks or has a negative effect on your account’s Quality Score.

Broad match modifier (BMM)

Broad match modifier gives you a bit more control than broad match.

It means that all of words that have a “+” in front of them, need to be exactly like that in the search query for your ad to be triggered. They can be in a different order tho, as well have additional words in-front, in-between, or behind them.


Keyword: +plumbing +service

Triggers your ad for: plumbing service, plumbing emergency service

Doesn’t trigger your ad for: repair my toilet, plumbing tips.

Broad match modifier is a great way to identify new potential keywords, by expanding your reach but still have control over when your ads are triggered.

Phrase match

Phrase match means that your keyword needs to be within the search query for your ads being triggered.

You will still need to make sure you have a large negative keyword list to limit your irrelevant clicks.


Keyword: “plumbing service”

Triggers your ad for: plumbing service, plumbing service near me.

Doesn’t trigger your ad for: plumbing emergency service.

Exact match

Exact match keywords will give you the most control over when your ads get triggered.

It’s highly recommended to create a large keyword list with as much as possible exact match keywords.


Keyword: [plumbing service]

Triggers your ad for: plumbing service.

Doesn’t trigger your ad for: plumbing service near me.

Close variants

It’s good to keep in mind that Google will show your ad for close variants.

These could include plurals, misspellings and function words. This is not a setting (anymore) so there’s no way you could turn this off.

If you don’t want your ad to show for certain plurals or misspellings, you could create a negative keyword list with these and add them to your ad group or campaign.

Explanation of close variants in Google Ads.

Negative keywords

Negative keywords will prevent your ad from being triggered.

It’s very important that you build a large negative keyword list, especially if you’re using a lot of broad match and negative keywords.

For your negative keywords, you can use similar match types as with the normal keywords, so broad, phrase and exact.

Image that shows how negative keywords works within Google Ads.
Broad match modifier doesn’t work for negative keywords, however broad match for negatives works similarly as BMM.



Google Ads
Are you running a local business?

Or do you offer a service that is specifically targeting certain suburbs?

Here’s some tips to make Google Ads working for you.

Tip #1: Act like a local!

You probably don’t have a marketing like the “big guys”, so you’ll have to be smart. By emphasising the fact that you’re a local business you can beat them on your turf.

Nobody knows your area as well as you. 

See this example of a locksmith on Sydney’s Northern Beaches. They mention in their headlines, description lines, ad extensions and even brand name that they’re locals!

No big company with an office in the CBD will be able to compete with this.

Screenshot of local Sydney business on Google Ads.

Tip #2: Split out your campaigns

Being a local requires you to split out your Google Ads campaigns. 

You want to create 2 separate campaigns:

  1. A location targeting campaign. In this campaign, you can use more generic keywords (eg. “plumbing service”) but only target the area that you service. 

  2. A location keyword campaign. In this campaign, you use suburb specific keywords (eg. “plumbing service sydney”) and target a larger area.

Tips #3 to #5 will dig deeper into these 2 campaign types.

Tip #3: Use geo-targeting

For the location targeting campaign, you only want to target the area that you actually serve.

You can either use radius targeting (where you draw a circle around your business address), put in each of the suburbs individually, or use postcodes for this. It depends on your business which option you want to use.

Tip #4: Expand keyword list with location keywords

Once you split out your campaigns, you can expand your Google Ads keyword list with location related keywords.

Location keywords are related to a certain suburb, council, city or even country.

They can be described as long tail keywords, meaning there’s likely to be less competition than the more generic keywords in your list. Therefore there will be a lower cost-per-click (CPC) on these keywords and you will be able to achieve higher ad rankings.

Although one of these keywords won’t give you that much extra traffic, all together they can significantly increase your reach. Also, as they’re more relevant you’ll be able to write better ads, improve your average click-through rate (CTR) and improve your conversion rate (CVR).

As they’re more relevant you will also be able to achieve a higher Google Quality Score, which could potentially reduce the CPC of all the keywords in your account.

Tip #5: don’t limit yourself

How many keywords can you add you ask? A lot!

For example, for a business servicing North Sydney and Sydney’s Northern Beaches you will already be able to add the following suburb keywords:

  • Manly

  • Palm Beach

  • Curl Curl

  • Dee Why

  • Collaroy

  • Narrabeen

  • Mona Vale

  • Warriewood

  • Newport

  • Avalon

  • Frenchs Forest

  • Forestville

  • Belrose

  • Davidson

  • Terrey Hills

  • Beacon Hill

  • Allambie Heights

  • Balgowlah

  • Seaforth

  • Clontarf

  • Cammeray

  • Cremorne

  • Crows Nest

  • Kirribilli

  • Kurraba Point

  • Lavender Bay

  • McMahons Point

  • Milsons Point

  • Neutral Bay

  • North Sydney

  • St Leonards

  • Waverton

  • Wollstonecraft

Depending on where you’re potential customers are, you would be able to extend this list further. For our clients were able to significantly improve the performance of their Google Ads campaigns using location keywords.

Tip #6: Use negative keywords

To filter out irrelevant traffic, make sure that you create a list of suburbs/areas that you don’t service.

By adding this as a negative keyword list to your campaigns, people who include this in their search query won’t see your ad, even if they’re located within your location targeting. 

This will help you focus on clicks that will give you actual potential customers. 

Tip #7: Track your phone calls

You want to make sure that you track all of your conversions.

If you’re a local business that has a phone number on your site, make sure that you track your phone calls. Google offers free forwarding numbers to local businesses in Australia. All you need to do is add the script to your website.

Tip #8: Monitor your search queries

Although you would want to set up a tight keyword list, your ad might pop up for irrelevant search queries.

Especially if you’re working with a small budget, you want to filter these out as much as possible. 

Google Ads allows you to pull a search query report. By going through this report you’ll be able to identify irrelevant search queries and add them as negative keywords to your campaigns.

You’re able to find this report in Google Ads by going to your Keywords tab and then go to Search Terms.

In the Added/Excluded you’re able to see if a keyword is added already or not:

Screenshot of search terms report in Google Ads.

So if I’m not servicing Adelaide, based on the example above I can add the keyword “adelaide” to my negative keyword list.

Tip #9: Use ad scheduling

If you’re running a local business, it might not make sense for you to get leads when you’re not there to follow up straight away.

Google Ads gives the opportunity to use a time schedule. That way you can turn off your ads during certain hours. For example in the weekends or even during the week outside office hours.

Tip #10: Use location extensions

The big benefit as a local business is that you’re close to your customers. You want your customers to know that as well!

Google Ads gives the opportunity to show your address within your ad. These are called location extensions. As a local business, it’s highly recommended to set this up.

Screenshot of location extension within Google.

To enable this you will need to set up a Google Business Profile and link this with your Google Ads account.

Keep in mind, that to process to verify the location in your Google Business Profile will take a few weeks. Google will send a postcard to your address with a unique code to verify this.

Tip #11: Use local search ads

Local search ads will show up when customers are searching on Google Maps.

It promotes your Google Business Profile, using the location extensions. You will need to include Search Partners in your campaigns to make sure local search ads will show.

This setting is on a campaign level in your Google Ads account. 

Extra tip: Optimise, optimise, optimise

Google Ads has a lot of data available.

There’s no such thing as set and forget. To get maximum results out of your campaigns you will need to constantly optimise based on this data.

This means that you will need to change your keyword bids, pause underperforming keywords, add new keywords, test different ad copy’s, tweak your campaign setting and much, much more.

It’s the only way to improve your ROI.


About Vazooky Digital

Vazooky Digital is a boutique Google Ads agency based on Sydney’s Northern Beaches. If you need any help with improving your local Google Ads campaigns, please get in touch.


Google Ads
We often get the question why a client should advertise on their own branded term in Google Ads.

They already have an organic top ranking for this search query, why would they pay for people to click on their ad instead?

There’s a few benefits of advertising on your own branded term, as listed out below: 

1. As branded keywords are highly relevant, the cost per click that we’ll have to pay for these are very low

First of all, branded keywords are the most relevant keywords in your account.

Therefore, you will have a higher Quality Score (relevance factor). This means that the cost per click will be relatively low.

So you won’t pay the highest price for your branded clicks anyway.

2. They have a positive impact on your account’s Quality Score

As they’re very relevant they have a positive impact on the Quality Score of your entire account.

This means that for all the non-branded keywords you will have a higher ranking and decrease their cost per click.

From a campaign management point of view, this is the main reason why I would always recommend to advertise on your branded term.

3. Competitors are allowed to advertise on your brand

Even though you might decide not to advertise on your brand, this doesn’t mean your competitors won’t!

Winning athlete to show how competitors advertise on your brand in Google Ads.

Within Australia all advertisers are able to use your brand name as a keyword in their account.

This means that if a potential customer types in your brand name in Google, they might see one of your competitors first. Yikes!

4. You have more control over the messaging that you want to promote

Although you’re able to instruct Google with meta tags what to show in your organic listing, there’s no guarantee. Google could use anything from your site to show in the search engine.

Having your ad showing first gives you far more control over the messaging you want to promote. Because of that you’ll be able to add offers, promote different USP’s and even test different landing pages other than your homepage.


To sum it up, advertising on your brand name will give you far more control and has a positive impact on the performance of all the keywords in your account.

Because of the relative low cost per click that you’ll have to pay makes it a no-brainer to advertise on your branded term.


Google Ads, News
Google decided to change the name for Google AdWords. Alongside the changes to the AdWords platform there will be a rebranding for the DoubleClick platform as well.

The changes that will be made:
  • Google AdWords will change to Google Ads,

  • DoubleClick Search, Bid Manager and Campaign Manager will, together, be called Google Marketing Platform,

  • DoubleClick for Publishers and Ad Exchanged will be called Google Ad Manager.

So far this will only be a name and logo change. No big changes to the platforms will be made yet and all the campaigns that you’ve set up will continue to keep running as normal.

The new interface to has been in beta phase for the last few months will be rolled out as part of this, however most advertisers has already been using this. 

Have a look at the announcement on Search Engine Land for more information.


Google Ads For Industries
AdWords Google Ads allows you to show ads on Google Search, whenever potential patients are searching for dentist related search queries.

It’s the most targeted way of advertising, as you have the ability to only show your ad when someone is actively searching for a dentist.

Google Ads is one of the most popular ways of advertising for dentists because of the following reasons:

1. You only have to pay for clicks 

With Google Ads, it’s free to have your ad showed. You only have to pay when someone actually clicks on your ad (unlike other types of advertising).

For dentists, this is great as it means that if people are not interested in your service (and thus don’t click on your ad) you don’t get charged for it.

A lot of other types of advertising (think about local magazines, flyers etc) often charge a flat fee to have your logo or ad shown, without knowing if there will be a return on investment. Google Ads makes it a lot easier and fairer for dentists.

Image of happy dentist patients thanks to Google Ads.

2. You only have to target people that are close to your practice

If you’re a dentist you’re likely to focus on certain suburbs, so there’s no point in showing your ad Australia wide.

Google Ads allows you to show your ad only to people that are located within a certain suburb. That way you won’t be spending money on people that will definitely not become a client.

3. You can track all of your new patients, even if they call you

Google Ads has the option to use a Google forwarding number on your site. That way you can see exactly which keyword converted into a lead and you can optimise your campaigns based on this data.

Tracking phone calls was a big issue a few years ago however, Google came up with a great solution to 
track your calls from your Google Ads campaigns.

It’s fairly easy to set this up. It can have a critical impact on the way you can optimise your Google Ads campaigns.

4. You can easily calculate your return on investment

Once you’re tracking all of your new patients it will be fairly easy to calculate your return on investment to make sure you make a positive return on your advertising spend.

You’ll be able to see on a keyword level which keywords are converting and which keywords are just spending money without getting results. Based on that data you can optimise your campaigns to make sure you get more leads out of your budget.

Because of the way the platform works, Google Ads is a great tool for dentists that want to get more patients.

If you need any help with setting up your campaigns, please
get in touch.


Case Studies

A local and small business has not been very active online.

Their website only received a few visitors per week and had generated no leads so far.

Seeing the potential of digital marketing at direct competitors, they decided to be more proactive and use Google Ads to send quality traffic to their website.


After 6 months their website is generating 10-15 leads per month. Google Ads turned out to be a very useful marketing channel for them. Even with a relatively small budget, they’ve been able to make the channel profitable.

What I Did

As their website had a very basic setup we needed to get an understanding of how well their website is currently performing. I started with setting up some proper website tracking:

  • Installed Google Analytics to understand how many people visited their website.

  • Set up goals in Google Analytics to understand how many of those people fill in the contact form.

  • Set up a new Google Ads account to send quality traffic to their site, using localised targeting to make sure ads only showed for people within their target market.

  • Created a new landing page on their site to improve the conversion rate.

  • Set up call tracking to track how many phone call leads are coming from the website.


For Google Ads, we started off with a small budget to be on the safe side. Once we received data we were able to recalculate their budget based on the following:

  • Understanding how well the leads are converting (percentage of leads that convert into an actual sale).

  • Understanding the lifetime value of each of these new customers (revenue).

After a few months, they decide to increase the monthly budget to get even more leads.




monthly leads from Google Ads


accurate website tracking


Google Ads For Industries
AdWords Google Ads is one of the most effective ways of advertising for hotels, OTA’s and other tourism agencies.

Here’s 5 Google Ads trends within the travel and tourism industry.

1. Bidding on brand names

Brand names are becoming more and more competitive. Lots of online travel agents are aggressively bidding on hotel names, which increases the cost per click that needs to be paid.

As a hotel, there are a few things you can do about this.

First of all, you can register your brand at Google. That way the OTA’s can’ mention your brand name in your ad. Keep in mind they’re still allowed to advertise on your brand name.

Then, you have to make sure you maximise the Quality Score of your keywords. This is a relevancy factor that Google uses when deciding the ad ranking.

A higher Quality Score can significantly reduce your cost per click and increases your ad position.

2. Tight location targeting

Google Ads makes it possible to only show your ad when people are located within a certain area OR are searching for a hotel in a particular area (eg. searching for “hotel in sydney cbd”).

Hotel image to make sure they target only potential customers in Google Ads.

As a hotel, you can make sure that your ad is only shown to people that are highly relevant to you so that you don’t waste any of your budgets on irrelevant clicks.

Also, if you’re doing any display advertising through Google AdWords, you can make sure that your display ad is only shown when people are viewing a web page that is about your location.

So, if you’re a hotel in Sydney you can show display ads if people are reading an article about the top 10 things to do in Sydney, even if they’re physically located outside Sydney.

3. Remarketing for search ads

Your visitors might not book straight away on your site. They might visit multiple websites and do their research, before making a decision.

By adding remarketing lists to your Google Ads campaigns you can bid higher if people have visited your site and are familiar with your brand.

That way you can get a higher ad position when they search again, making it more likely that they will re-visit your site and book.

4. High intent and long tail keywords

The main focus of your Google Ads campaign should be around long tail keywords. These are keywords that are more specific, for example “book tourist activities manly” or “skydiving in wollongong”.

Forget about generic terms like “hotel” and “tourist activities”. They tend to be way too broad which means 2 things.

First, because they’re so generic there are more competitors advertising on them, meaning the cost per click will be high.

And second, they’re likely to be less relevant for your business, meaning you need more clicks to make a booking.

Long tail keywords allow you to be more specific with your advertising and get more relevant clicks to your website.

5. Mobile friendly

More and more websites in the hotel industry are mobile friendly.

This is a much if you want to compete. Not having a mobile-friendly website means you can’t compete with your competitors on mobile devices, which cuts down in the volume of clicks you’re eligible to receive.


About Vazooky Digital


Vazooky Digital is a Google Ads agency based in Sydney, Australia. If you need any help with Google, please get in touch.


Google Ads For Industries
Google AdWords Google Ads allows you to show ads on Google Search. Whenever potential customers are searching for real estate related search queries your ad pops up.

It’s the most targeted way of advertising. You will have the ability to only show your ad when someone is actively searching to sell or buy a house.

Because of the return of investment, it’s one of the favourite ways of advertising for real estate agencies.

Here are 4 reasons why you should use Google Ads for your real estate agency:

Reason 1: You only have to pay for an actual click to your site

Unlike other types of advertising, Google Ads will only charge you when someone clicks on your ad. It’s free to have your ad showed, as long as no one clicks on it.

For real estate agencies, this is great as it means that if people are not interested in your service (and thus don’t click on your ad) you don’t get charged for it.

A lot of other types of advertising (think about local magazines, flyers, event sponsoring etc) often charge a flat fee to have your logo or ad shown. You don’t know if there will be a return on investment. Google Ads makes it a lot easier and fairer for a real estate agent.

Reason 2: You only have to target people that are within your location area

If you’re a local real estate agent there’s no point in showing your ad Australia wide.

Happy buyers for real estate agency thanks to Google Ads.

Google Ads allows you to show your ad only to people that are located within a certain suburb. That way you won’t be spending money on people that will definitely not become a client.

It’s often recommended to set up 2 different types of campaigns. The first one will only be targeting the suburbs that you serve (using location/radius targeting). You can use more generic keywords (eg. keywords like “real estate agents”, “selling house” etc.).

The second campaign will target a larger area (like Sydney). You can use keywords that contain the suburb (eg. “real estate agent manly”, “real estate agency sydney cbd” etc.).

That way your ad will show to people that might physically be located outside your target area, however looking specifically for your services.

Reason 3: You can track all your leads, including phone calls

Google Ads has the option to use a Google forwarding number on your site. That way you can see exactly which keyword converted into a lead and you can optimise your campaigns based on this data.

Tracking phone calls was a big issue a few years ago however, Google came up with a great solution to 
track your calls from your AdWords campaigns.

It’s fairly easy to set this up but can have a critical impact on the way you can optimise your AdWords campaigns.

Reason 4: Easily calculate your return on investment

Once you’re tracking all of your leads it will be fairly easy to calculate your return on investment to make sure you make a positive return on your advertising spend.

You’ll be able to see on a keyword level which keywords are converting and which keywords are just spending money without getting results. Based on that data you can optimise your campaigns to make sure you get more leads out of your budget.

Because of the way the platform works, Google Ads is a great tool for real estate agencies that want to get more leads for a relatively low cost per lead.

About Vazooky Digital


Vazooky Digital is a Google Ads agency based in Sydney, Australia. If you need any help with Google Ads, please get in touch.


Display Advertising
Remarketing is a great way of advertising to people that are already familiar with your brand.

Large companies, as well as many small businesses, are spending a fair amount of their online advertising budget to get previous site visitors back to their site.

Often this leads to heaps of view-through conversions. Great, you might think, my remarketing campaigns are driving conversions for a significantly lower cost as my other PPC campaigns.

However, how many of these conversions would you get regardless of showing remarketing ads?

The Problem: View-through conversions don’t give a clear image of how well your campaigns are performing

The question you need to ask for display advertising is: who looks at your display banners and (eventually) takes action based on that.

Are your remarketing campaigns adding incremental value to your business, or are you just showing ads to people that would convert anyway.

The Solution: A/B test your ads vs a blank ad

The only way to understand the incremental value of your remarketing campaigns is by testing.

Split out each your audience lists into 2 different ones (A and B). Create 2 different ads for each of them: one with your own branding, the other with a blank ad.

Image to show how to test your remarketing campaigns.

Don’t rotate ad 1 and ad 2 for the same audience list! Make sure that the people in audience list A only see your branded ad, and people in audience list B only see the blank ad.

Variation: People might start noticing a blank ad eventually, so you can add multiple variations (eg. using a charity or a stock image) of this one and rotate them for audience list B.

Obviously, the blank ad isn’t attributing to any of the view-through conversions that you see coming in.

So by comparing the view-through conversions of audience list A with audience list B you’d be able to see the incremental value of your remarketing campaigns.

For example:


Size of list


Audience list A

(your branded ad)



Audience list B

(blank ad)



Incremental view-throughs


In the example above we split the audience 50/50 to show different ads to each half.

As a result, we have seen more view-throughs coming on the branded ad (as expected). In total there’s 201 view-through conversions of which 23 are incremental – we wouldn’t have got these if we didn’t advertise.

Therefore only 11.4% of the total view-through conversions

We can use the following formula to calculate the incremental value of our remarketing campaigns:

(Audience list A view-throughs – Audience list B view-throughs) / (total view-throughs) x 100

Extra: understand your conversion window

To do this test properly, it’s important to 
set a conversion window that is realistic to your business.

Too short means you miss out on valuable data, while if you set a conversion window that is too long it makes the numbers look better than they are.


Google Ads

The main goal of your AdWords Google Ads campaigns is to work towards a positive ROI.

When you spend money on Google you want to make sure that, in the end, you get more value out of it then what you put in.

With e-commerce websites, this is relatively straightforward, as you’d be able to track the exact outcome of your campaigns.

But how do you make sure your lead generation campaigns are profitable?

Step 1: Understand how much a new client is worth to you

The first step is to know (on average) how much you earn per client.

Is the client returning to your business or is it a one-off sale and, if so, how often is he likely to return?

You want to know your total customer value and how much profit you earn from it.

Money to show how much a client is worth to a business.

Example: your customer value is $500 and $400 of this is profit.

Step 2: Decide how much you’re willing to invest to get a new client

Once you know your customer value and your profit you’ll need to decide how much of this you’d be willing to spend on getting a brand new client in.

Often this is a certain percentage. The higher it is, the more volume you’d be able to reach (as Google works based on an auction model).

Example: You decide to invest 30% of your profit to get a new client. 30% of $400 is $120.

Step 3: Understand how many leads you need to get a new customer.

Not all leads will automatically convert into a customer (unless you’re a great salesperson – in that case well done!).

You need to know how many leads on average you need to get one sale. This will give you the cost per lead target that we need for our AdWords campaigns.

Example: On average you need 2 leads to make 1 sale. 50% of $120 is $60, which is your cost per lead target.

Step 4: Know the conversion rate of your site

The conversion rate of your site will decide how much you, on average, can spend on a click to your site.

All you need to do is to make sure you’ve got conversion tracking in place and that you set up your Google Analytics goals.

Example: 15% of your clicks convert into a lead. 15% of $60 is $9, which is on average the cost per click you can afford to make your campaigns profitable.

Step 5: Optimise your campaigns based on the data

Now the fun part starts.

Growing ROI by optimising Google Ads campaigns.

All of these numbers will change depending on how well you’re doing. It will also be different for each of the keywords in your account.

Some of your keywords will have a lower conversion rate (CVR), while others will be more relevant and have a higher CVR. If the CVR of a particular keywords turns out to be 25%, you can spend $6 more per click as it attributes more value to your site.

Once you have meaningful data you’d be able to optimise your bids down to the keyword level to get maximum result out your budget.

Also, you can A/B test your ad copy’s and landing pages to improve the CVR of your campaigns. This way you can bid higher, get a higher ad ranking and get more volume and leads for the same cost per lead target!


Google Ads, Search Engine Optimisation

First of all, this article does not intend to give the impression that there’s a direct link between your organic rankings and AdWords Google Ads.

Google keeps paid and organic completely separated from each other. This means that advertising on Google Ads will not give you a higher organic listing.

However, here are 3 ways how Google Ads could indirectly influence your organic rankings.

1. Using Google Ads data as a guide to improve your SEO

Since the moment that Google Analytics stopped showing search query data for Google organic, it became a lot harder for SEO specialists to find guidance to boost their organic rankings.

SEO drowning asking Google to help him.

If you’re running Google Ads campaigns you have a access to a great deal of keyword data. You can use this for your SEO strategy. Keywords that are performing well for Google Ads (decent search volume, high conversion rate) are likely to perform well for organic as well.

Also, if you enable and use the paid & organic report in Google Ads you’ll be able to see which keywords you’re organically listed for (alongside your text ads).

2. More visits from Google Ads lead to more mentions

Not just limited to Google AdWords, but also all other sources that send traffic to your site.

The more visitors you get to your site, the more likely these visitors will share your content across the web.

This can potentially help your link building and grow your online authority. This can then help you to improve your organic rankings.

3. Higher CTR from previous visitors

Once people visited your site through Google Ads they’re (hopefully) familiar with your brand.

If they continue to search for terms that are related to your website and see your organic listing, they’re more likely to click. This will improve your CTR for that search query.  This is one of the (many) factors that Google take into account to decide the organic rankings.

The inspiration for this article came from Rand Fishin’s whiteboard Friday about How Google AdWords (PPC) Does and Doesn’t Affect Organic Results. I highly recommend watching as well.


Google Ads, Google Ads For Industries
Google Ads offers $10,000 USD free advertising to eligible charities.

Through the Google Ad Grant program, charities can get more visibility on Google Search for free.

Logo of Google Ad Grants.

How to qualify for Google Grants

To get free advertising on Google your charity needs to:

  • Apply for the Google Grant program. 

  • Hold a valid charity status.

  • Agree to Google’s required certifications.

Limitations of Google Grant accounts

Although charities can apply for a Google Grant account for free, there are unique limitations once you have access to the program.

The main limitation is that there’s a maximum bid limit of $2 USD per keyword. So if you have keywords that are performing well for your charity, you won’t be able to increase your bids in order to improve your ad rankings.

After that, you will only be able to run campaigns on Google Search (so excluding the search network) meaning you can only target based on keywords and can only use text ads.

The application for Google Grants can take quite some time before getting approved. If you need any help to get started or improving your Google Grant accounts feel free to get in touch.


Google Ads, Growth Marketing
When talking about search volume, Google has the majority of the vote.

Within Australia roughly 94% of 2016’s online searches were done using the search engine giant. Microsoft’s Bing Ads follows with just over 4%.

For search advertisers Bing Ads might give you that extra volume to boost your conversions. However, using another advertising platform also doubles the time and effort of setting up and managing your campaigns.

Therefore, is it worth going the extra mile to get started with Bing Ads?

Image that shows going the extra mile for Bing Ads.

Bing Ads, how it works

For who is familiar with Google Ads, Bing Ads works pretty much the same.

You can set up an account for free and gain access to their platform instantly. Once you’re logged in to the interface you’ll notice that the account structure is similar as well.

The main thing to remember is that Bing Ads uses its own conversion tracking. There’s no way to import goals or data straight from Google Analytics.

So before launching any campaigns, you will need to add the Bing UET tag to your site.

Comparing Bing Ads with Google Ads

Bing won’t be able to give you the same volume as Google Ads.

However, in the past, I have been running successful ads on Bing for several advertisers. Due to the low market share, it’s obvious that the amount of times your ads are being served is a lot lower on Bing.

As there are fewer advertisers using Bing Ads the average cost per click tends to be lower than Google Ads.

Here’s per country a benchmark of what you can expect from Bing Ads compared to Google Ads:

  • Australia: -92% fewer impressions than AdWords. Average CPC is 41% lower.

  • United Kingdom: -87% fewer impressions. -27% lower average CPC.

  • United States: -43% fewer impressions. -16% lower average CPC.

Is it worth it to use Bing Ads?

This really depends on the type of advertiser that you are.

For large advertisers that are targeting worldwide, this is a no-brainer. Yes, you should be advertising on Bing.

Especially in the United States Bing has a decent market share and can offer you more search volume. Combined with the lower average cost per click you’re likely to get conversions for a lower cost as when using Google AdWords.

For regional advertisers within Australia, I would hold off on this, depending on the knowledge you have in-house. Unless you reached your limits with Google AdWords already, there’s no point in managing another search advertising platform.

Because of the low market share of Bing Ads in Australia, the number of clicks and conversions you’d be able to get remains low.

Need help improving your campaigns? As a boutique Bing & Google Ads agency we can def help you out, get in touch today.


Google Ads

I work as a freelance Google Ads specialist.

And sometimes I notice that new clients are a bit restrained towards another specialist/expert.

Often they already worked with a PPC agency before (sometimes even multiple ones!). And even though they got promised golden mountains,  their campaigns didn’t actually improve.

In this article, I wanted to share some notes that you can use to see if your current Google Ads specialist is actually helping you to make your Google Ads account more profitable, or if they just a complete waste of your time and money.

“Wait… you’re a Google Ads specialist. Why this article?”

Out of frustration…

Image of man that is frustrated with their Google Ads specialist.

One of the largest Google Ads accounts I work on had been managed by several online agencies, freelancers and internal specialists.

I was shocked that the campaign setup was very basic and they weren’t even close on getting maximum result out of the tool. Even after so many Google Ads specialists that have worked on the account!

Within the past, none of these Google Ads specialists has taken the time to restructure and improve the account based on all the data.

I often help out businesses by doing a free audit of their current Google Ads account. There’s a clear pattern visible to pick out the underperforming Google Ads “specialists”. Either they’re lazy, or they just don’t have the knowledge and skills in-house to provide you with the service needed to manage your Google Ads account.

1. No change in campaign setup

No campaign is perfect.

And when a new Google Ads specialist takes over, it’s a red flag if you don’t see any noticeable changes in the campaign setup.

Even if your campaign setup is already ok, a true specialist would like to tweak things and make it their own. Further splitting out your ad groups, adding new keywords, changing the naming convention etc. can make a difference going forward.

2. Using too many broad match keywords

Relying on broad match keywords is something a good Google Ads specialist would never do.

Instead, they build out your keyword list by adding more long tail keywords. That way they can stay in control of when Google triggers the ad and make sure you’re not spending money on irrelevant clicks.

The broadest they would want to go is using the broad match modifier keyword option. There’s not really a reason why you would want to use broad match keywords anymore. Google automatically shows your ad for misspellings anyway.

3. No use of keyword insertion

Using keyword insertion in your text ad is one of the most common things within a Google Ads campaign.

It makes your ad more relevant, and therefore it improves your Google Quality Score. If your Google Ads manager is not using keyword insertion it could have two reasons:
A) he/she tested this and not using keyword insertion gives a better CTR or CVR.
Or B) he/she doesn’t know what keyword insertion is, which means they shouldn’t be touching your account from today!

4. No negative keywords added to the account

Just like staying away from broad match keywords, negative keywords help to make sure you’re not spending your money at the wrong places.

Each Google Ads account should have negative keywords in them. There are keywords that are simply irrelevant for certain businesses. Think “scam”, “free”, “job” etc.

5. No ongoing optimisation

If your agency uses the “set and forget” technique, forget about them as it’s not a technique!

Each Google Ads account should be optimised on an ongoing basis. An AdWords manager should be optimising your keyword bids, ad copy’s, keyword list, account settings, landing pages etc. constantly.

6. Your agency charges a percentage of your spend

Red flag, red flag!

Image of sign that stops a Google Ads specialist.

I have a personal grudge against agencies that decide their fee based on your Google spend.

From experience I know it’s not 10 times as much work to optimise an account that spends $1,000 versus an account that spends $10,000.

The fee based on a percentage of spend is coming from the traditional marketing agencies. While it might make sense for offline media (more spend = more magazines to show the ad in = more work), it shouldn’t be applied to online advertising.

Either the agency doesn’t understand what they’re doing themselves, or they’re trying to screw you over.

Hopefully, these points are useful for you when you’re evaluating your current Google Ads manager.

They should give you an indication if they’re on the right track, or if you should run away from them as fast as you can.

Now, if you decide to run away make sure you run the right way…


Google Ads

Testing and optimising bits and pieces of your AdWords Google Ads campaign is the backbone for success.

It will allow you to get a higher Click-Through-Rates, Conversion Rates and Quality Scores, and therefore lower your cost per conversion.

Your ad is the only thing from your Google Ads account that’s visible to the Google searcher, and a great starting point to start A/B testing and optimising your campaign.

Step 1: Write your first ads

Very quickly, here are 6 tips to get you started on your first set of text ads:

  1. Write at least two ads for each ad group, that way you start testing straight away.

  2. Use the Keyword Insertion in the headline.

  3. Make sure the content of the ad is highly relevant to the keywords in the ad group.

  4. Don’t forget to use the display URLs.

  5. Finish your description line with a strong Call-To-Action.

  6. Add your ad extensions.

Step 2: Tweak your ad settings

Standard your ad rotation setting is set to “Rotate for clicks”.

This means that Google will start showing the ads that have a better Click-Through-Rate (CTR) more frequently.

You probably don’t want your ads to be focussed on clicks, you rather have them focussed on conversions instead. Or even better, a combination of them both.

Either way, to be in full control of your account it’s better to have all your ads shown evenly and make the decision of which ad performs the best yourselves rather than leaving it up to Google.

To do this you’ll need to change the ad rotation setting to either “Rotate evenly” or “Rotate indefinitely”.

Screenshot of how to change your ad settings in Google Ads.

Step 3: Use multi-adgroup testing

Lots of people will test each of their ad groups individually from each other.

However if you’ve set up a large Google Ads campaign covering lots of long tail keywords, there’s a chance that some ad groups won’t get that much volume. You can leave your test running for a year only to find out you don’t have enough data to make a decision.

Instead you can group certain ad groups together and do multi ad group testing.

Let’s say you’re a plumber you can group all your “blocked drains” ad groups together in one single test. You then use data from high volume ad groups to optimise your low volume ad groups.

You can still use ad group specific terms in your ad to make it make more relevant (eg. in one of the headlines).

Step 4: Set up an ad optimisation schedule

Ad testing is an ongoing process. Make sure you’re not just testing, but also improving your campaigns. If you keep testing 2 totally different ads you’re just testing.

Ideally you keep the best performing parts of your ad and start testing smaller components of your ad instead.

You can start with testing 2 completely different ads for a while and, once you have your best-performing, move into testing smaller parts of your ads.

Example of ad testing structure in Google Ads.

Step 5: Pick the winning ad and keep testing

Once you have enough data to pick the winning ad, you will need to continue testing.

Here’s a list of things that you could consider testing:

Your headlines
Testing asking questions, making different statements, swap around headline 1 and 2, using keyword insertion in one of the headlines etc.

Description line

Making different statements, mentioning USP’s, using different Call-To-Actions (CTA’s) etc.

Display URL’s
Using your site structure, using location keywords, using different terms for the products you’re selling etc.

Once you’ve tested and tweaked all the parts of your ad text, you can test a completely different variant every once in a while. So you can test if all the knowledge you gained works in a different format as well.

Example of Google Ads testing routine.