Businesses earn an average of $2 for every $1 they spend on Google AdWords. If you’ve just started out with PPC advertising, you will no doubt be relying on Google AdWords to generate brand awareness and sales. Here are five tips that can help you make money from your Google Ads investment.


1. Maintain a good quality score

Google awards you a Quality Score based on the relevancy of your ads, keywords and landing pages to internet users who see your ads. A score of 7 or higher wins you discounts and better ad positions. The opposite is true for low scores.

  • Create custom landing pages for ads (not enough companies are doing this, so you can gain a competitive edge here)
  • Align keywords to buyer’s journey
  • Review ad groups and move keywords with low quality scores to ad groups where they can perform better
  • Uncover competitive keywords that don’t cost you a bomb (see next point)

A poor website experience also affects your quality score. Last year, Google integrated a ‘mobile speed score’ into Google AdWords. Basically, successful PPC advertising is also tied to how well your website performs, in terms of its mobile friendliness, speed, navigation and other components of website experience. Unless you have an optimized website in place, digital paid media efforts won’t deliver on their potential.


2. Invest in valuable keywords that don’t pressurize your budget

To maximize ROI, avoid spending money unnecessarily on top of funnel keywords and try to find more high-intent bottom of funnel keywords that have a low average cost-per-click (CPC).

As top of funnel ROI is lower, you want to see which terms are leading to conversions and invest in them. Also check variations of the keywords you’re bidding on, and bid on those that convert better for less than the pricey terms you’ve been considering.

Bottom of funnel key terms offer immense opportunity to convert visitors into paying customers. Their volumes are lower as are their CPCs, but as they’re high-intent, they’re valuable to your ROI. It makes good financial sense to focus on finding more of these terms.

Bidding on competitors’ keywords is an expensive affair. But, if you belong to an industry vertical that has high CPCs and fierce competition, remarketing lists for search ads (RLSA) can be put to good use. You can use your remarketing lists to bid on competitor terms only when prospects who have previously visited your website are searching using those terms. It will help you get before serious shoppers, and a tantalizing offer is highly likely to increase conversions. This tactic is only recommended if you belong to an industry vertical that has high CPC, fierce competition and difficulty achieving high conversion rates.


3. Use layered audience targeting

Google recommends layered audience targeting for Search campaigns, and one of their Google AdWords tips suggests using in-market audiences with remarketing to drive highly qualified users to your website and improve your campaign’s overall remarketing efficiency. Targeting an audience who has demonstrated an intent to purchase and one that has already visited your site and shown interest in your product can pay off.

There are other targeting hacks to consider. A combination of in-marketing and gender demographics works best when you apply the findings of audience research, such as which gender is more likely to visit a particular website, likely to convert, spend more, and so on. For example, Wordstream finds that while more women than men are likely to visit florist websites, men are more likely to convert and spend more than their female peers. If you sell flowers online, you could target bottom of funnel male buyers with an in-market audience.

Businesses new to Google Ads should steer clear of creating general, umbrella campaigns, and make the most of the opportunity to segment audiences and tweak campaigns in terms of how various product brands perform, and other parameters, including the time of the year, such as segmenting for holiday shopping. Another important parameter is income level, as explained below.


4. Filter by income brackets

Targeting prospects by income level has multiple benefits as far as AdWords ROI is concerned. Paid media campaigns should factor in the all-important question ‘who can afford our products?’. Google Ads platform allows you to target users based on their estimated household income level. You can layer specific income tiers within location zones into your audience targeting. You can filter by income brackets manually, by creating a list of all the neighbourhoods and townships in your target area (“people in my targeted location” in Google’s location setting) which can bring you profitable customers.

Test conversion numbers for each individual income bracket and compare against your CRM data on the most profitable customers. This will give you a good idea of who to target and tweak bids appropriately. It will also save your sales team the wasted effort of chasing after people who are less likely to buy your product.


5. Streamline the conversion process for mobile users

Over 20 million people in South Africa (one-third of the country’s population) use smartphones. More than 32% of the global population uses a smartphone. Click To Tweet

To understand if you should optimize your Google Ads campaign for mobile, see the extent to which it drives conversions. If it contributes significantly, you can duplicate an existing campaign and negative bid mobile for the original campaign. As the CPC for mobile is 35% less per click than desktop, you have a chance to boost your ROI from the mobile component. Click To Tweet

Winning at Google AdWords is about constant learning. If you have a modest PPC advertising budget, you can run experiments first and then apply changes to existing campaigns.



At The Converted Click, by integrating Google Ads into your online marketing campaign, we’re able to capture an audience, convert them into customers and retain their attention through a plethora of amazing Google Ads features. Contact Us for leading Paid Media Advertising!