People are searching all the time and when they start searching for a business or organization like yours, you want to show up to increase their chances of them doing business with you.

You especially want to make sure your business shows up at the top to increase their chances of seeing and doing business with you. That’s where Google Ads come in. They’re important to an online strategy to help you drive traffic and business. Marketing Charts reports Paid Search is second in media planned to be used. (Social Media and Display tied for tops.)

We’ve shared what Google Ads are and how they work. Here’s tips and best practices to creating effective search ads.

Think About The Action

What is the action you want the user to take after clicking on your ad? Print out a coupon to bring to your restaurant, place an order, download a resource, schedule a consultation or simply see the information and value you provide.

Just driving them to your website isn’t enough. You have to influence them enough to take action. Really think about what it is you want them to do.

Where To Link Your Ad

Start by determining where to link your ad. Don’t simply link people to your Home Page. Link to a landing page or sub-page that’s very specific to what you’re trying to accomplish. Your link needs to be direct to that action.

Google actually uses a scoring process based on where your ad links to. The page you drive people to needs to be relevant to your ad. It needs to be mobile responsive and have good load times because those types of things are factored into the score. The higher the score, the better your chances are of showing in the ads and the higher your ranking.

Writing Your Ad Copy

Incorporate numbers when you can. It can be either in the headline or the description text. But as long as it makes sense to your ad and content, it can help to make your ad stand out from other ads that may show up.

It’s also important to incorporate a unique selling point that helps to build trust with your audience. Think about something that makes your business unique or why people choose to do business with you in the first place. Basically, something that helps you to stand out from the competition.

End your ad’s description with a call to action. You ALWAYS want to encourage people to do something after clicking on your ad and it’s important to make that action as clear and as easy as possible to complete.

Keep your ad copy brief. Headline – 30 characters or less; the description – 80 characters or less. It’s a trick to right effective copy and fit it all in. Spend some time on it so you can make sure it’s right for you and your audience.


These keywords are going to be how people essentially get to see your ad. Ultimately, you want to use keywords that are the most relevant to your business, industry, and what you’re trying to accomplish with your ad.

The position of Google ads are based on a bidding auction that happens in the background. Each business typically bids on the most relevant keywords. So the higher the search volume is for a particular keyword or phrase, the higher the cost will essentially be. The higher the bid and better fit for that keywords helps you to win a higher spot in the results. Even if other businesses bid more than you, the more relevancy you have to the search terms you can still end up in a higher position.

It’s a good idea to choose a variety of keywords so you have a good selection to the terms and phrases that your target audience will be searching for. We suggest at least 40 keywords to help you generate enough traffic. At the very least, 20 keywords, but the more you have, the better. And don’t just focus on the most popular keywords.

Tip to finding the right keywords? Use the Google Ads tool in Constant Contact. A lot of it is automated for you. There’s automated bid management and optimization that means it will bid and choose the best performing keywords over time. The Constant Contact tool will scan your website for relevant keywords which will save you some time as well. You can always add more or choose not to use certain keywords that are picked up from your website.

Don’t be too specific or general. For example, if you own a food delivery business, the search term “meal delivery” is probably better than the term “meals.” Also remember that sometimes more generic keywords that apply to you can mean more traffic, however they may not be as relevant or as good of quality for generating the traffic you want.

You just want to make sure that your keywords and the landing page are closely related to the terms that a customer may be searching for. Think about the terms that your customers use when they are asking questions about your products or services.

Consider location-based keywords such as keywords for your area, city, or state, whichever are most applicable to you.

If you’re a business that doesn’t have a physical location. Think about where your audience really is. One example is if you have a product that targets high level executives, you might focus on big cities that have multiple fortune 500 companies.

Key Performance Indicators

We of course want results from our Google Ads, but how will we know if we got results? Besides the ring of the cash register… While you can start getting some results as soon as you launch your ad, it will typically take 4-6 weeks for your ad to reach full optimization.

Clicks and impressions are the first key performance indicators (KPIs.) But really focus on your click through rate. Are people taking the action you want them to take?

Besides traffic to your website, and consultations scheduled, or orders places, the click through rate is important because Google rewards good experiences. So if you have a good quality ad and people have a good experience when they click through, Google will eventually show your information higher in the search results.


Top advertisers are always testing and tweaking their Google Ads to optimize them. They’re adjusting the content and text of the ad, keywords, and bids to improve results.

If you use a tool like Google Ads in Constant Contact, the process is simplified for you to save you time. This tool uses AI in the background to optimize your ad over time figuring out and using the best performing keywords and even headline combinations to get the best results.

Once you get going, you can start to A/B test different ad copy and landing pages to help you maximize your ROI or return on investment. You can create a few different versions of your ad and determine which gets the best ROI. You might test out different ad copy, or even landing pages and keywords.

Capture Leads

Think though about what happens if you drive someone to your website and they leave? If you don’t have a way to get back in touch with these people, you don’t have a way to further communicate and influence them.

The landing page provides information on your product or service. Ask them to download a resource or coupon, a discount, a gift, more information, or even take an action such as scheduling a call or consultation. Before they are able to download the resource, require they provide their email address. Keep it simple. Don’t ask for too much information. Name and email address.

When you capture these leads you can further communicate with them later through a welcome series of automated emails. You can further influence these people to come back again or even make their first purchase with you. That’s the power you can have when you drive people to your website from a Google Ad.

Constant Contact

Creating a Google Ad in Constant Contact is easy. Just provide a few pieces of information and the AI tool will help you to optimize the ad. If you would like a 60-day trial of Constant Contact, call or simply click through and start.

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