How to use Google Ads effectively

Perhaps few people know that Google Ads was formerly known as Google AdWords and Google AdWords Express. It is a platform that allows you to promote your product and/or service on the Google search network, YouTube and many other websites.

It is a very useful tool for sponsoring, within a certain time frame, a certain product and/or service, but in order to have satisfactory results, it is good to incorporate some tricks:

  • Sponsor one product and/or service at a time
  • For each product and/or service, create a landing page and do not link directly to your website, which is too scattershot and loses user interest.
  • The landing page must be effective, try to put yourself in your customer’s shoes, why should they choose you? You probably solve a problem for them, but you will not be the only one to do it; therefore, why would you do it better than others? What makes you unique? Also briefly display your collected successes for your product and/or service, such as testimonials from your customers, logos of collaborations, or simply the number of how many people have already believed in you! You have to win the trust of your users and then make sure you don’t let them down.
  • It performs an analysis of the keywords that are currently being searched for that product and/or service, going to wade through search volumes and word cost (Google Ads has a specific section for this).
  • Create an Excel where you write down keyword results in your industry and where, based on the metrics you select, you will have numbers. Throughout your strategy, favor words that have less volume but lead directly to your user, this will help you save money on the ad. In fact, it is useful to think about the phrase by which one of your customers might search for your product and/or service and then position yourself, if the numbers reconfirm your perception, on those words.
  • Every day optimize campaigns, excluding keywords that are irrelevant or underperforming, and increase the budget on those that work best.
  • Pay attention to the exact or generic match of the keywords you select. If the generic one diverts you to keywords that don’t lead to your customers, perhaps it’s time to switch to exact or phrase matching. Conversely, if synonyms increase the reach of your campaigns, it is correct to leave the generic one.
  • Use the Display network to promote your products and/or services, attaching image to your sponsorship is definitely more effective and helps a lot in terms of conversions for specific actions.


Follow these 3 strategic steps

Think about the complete strategy before embarking on Google Ads. It is not enough to sponsor a few words. You have to think:

  • How many and what products and/or services you decide to sponsor.
  • For each product and/or service create a landing page
  • For each product and/or service, create a remarketing landing page that leads up to the action we want the user to take.

Read the example to understand what has been explained so far

To better understand what has been explained so far, let us try an example.

You have a sporting goods store and decide to promote yourself on Google Ads. You know what your customers’ favorite items are and decide to start with those. Decide to promote:

  • Some socks of a certain brand
  • And a specific brand of footwear that is very much in vogue right now
  • You also decide to promote some last sizes of pool suits on offer, left over from some previous seasons.


For each product performs an analysis of the keywords by which the customer searches for that product online, you can rely on either Google’s keyword planning tool or Answer The Public ( click on the featured title next to it, it will immediately take you to the mentioned platform) , which returns search phrases for that product in a given geographic area and for a given language.

Prepare landing pages for each product (making them effective with the tips I wrote in the previous lines, but we will do an article on this specific topic shortly). When you have collected a sufficient number of clicks, prepare re marketing campaigns for each product. For example, if out of 100 clicks, having made a good landing page it is likely that only 10 will proceed to purchase ( is already a good result). The other 90 may not have had time to continue, were just curious, or did not read the announcement carefully enough. Therefore, it is necessary to implement re marketing campaigns later. Thanks to them, Google will intercept the 90 interrupted users and show them the ad again, this time with another landing page prepared by you, designed precisely for those who have already met you in some way and you need to convince them to proceed to the next action. You can present them with offers with special time frames, shopping coupons and anything else that makes your proposal attractive to this category of users.

Remember, the more campaigns you do, the better you will become at understanding your online customer-this is the only magic formula.


The article just presented is useful for those who are already partly familiar with the platform. If as of today you are not clear on all the steps I have described, do not hesitate to write to us for a completely free initial consultation. Our team can explain how to use the platform if it seems incomprehensible to you now, how to create landing pages, and with what tools. In short, get clarity on everything you need.

In the coming weeks, Mad’s team will go over how to create an effective Landing Page for any industry and why it is useful to integrate the use of Google Analytics along with Google Ads.


The Mad Innovation team