• Google Ads

Types of Google Advertising: 7 Expert Tips for Google Ads Campaign Optimization

  • Ghia Marnewick
  • 7 min read
Types of Google Advertising: 7 Expert Tips for Google Ads Campaign Optimization


Explore the various types of Google advertising and gain valuable insights on optimizing your Google Ads campaigns. Learn from expert tips and strategies to maximize the effectiveness of your advertising efforts. Enhance your online presence and drive targeted traffic with this comprehensive guide to Google Ads campaign optimization.

Google Ads is Google's pay-per-click (PPC) platform. Its purpose is to allow businesses to gain visibility on Google properties. The most popular form of Google advertising happens to be search advertising, which appears on the search engine results page (SERP) for searches related to the advertiser's products and services.

Types Of Google Ads Advertising


1. Google Search Ads

Google search ads are the text ads you see on Google search results pages (SERPs). Your search ads can appear either at the top of the organic search results or at the bottom of the page.

2. Display Ads

While search ads are text-based and allow you to target specific keywords, display ads are image-based and allow you to target people who may be interested in your products but are no longer looking for them.

3. Video Ads

Since YouTube is owned by Google and operates as a search engine, only for videos, you can target your customers on YouTube based on what they watch. With over 2 billion users worldwide, you have a large audience to target!

4. Shopping Ads

Google Shopping Ads are product-based ads displayed specifically for product searches on Google. Unlike traditional search ads, shopping ads display a product image along with its name, price, store name, and reviews. They provide consumers with important product information even before they visit an online store.

5. App Ads

Do you have a mobile app for your business? With Google Ads, you can promote it through in-app advertising on Google properties, including Google Play, YouTube, search, and the Google Display Network.

7 Expert Tips for Google Ads Campaign Optimization

Not sure how to leverage Google Ads? We’ve got a few tips to get started.** **

1. Have A Clear Goal

As with any social media campaign, you will only be successful if you have a clearly defined goal in mind. You don't want to advertise blindly because it's a waste of your time and money (two parts of the business that seem to go hand in hand).

Looking to increase your brand awareness? Or increase the number of website visitors. Google Ads can help you do all of these things, but before you draft your ad, figure out what you want from the campaign and how you'll measure its effectiveness.

2. Choose A Network to Run Your Campaign

There are two types of networks to choose from: search and display. Ads received from the Google search network reach people when they are already looking for a specific product or service. Your search ads appear on that page because of keyword queries.

The Google Display Network places your ad on thousands of partner websites outside of Google Search, allowing you to connect with customers through a variety of media on more than two million websites.

3. Use Negative Words

Negative keywords give you the ability to exclude search terms from your campaign. Choosing what to focus on is just as important as choosing what not to focus on. Negative keywords allow you to do this. Let's say, for example, that Apple launches today.

If they're trying to get exposure through online advertising, they'll want to choose "apple" as a keyword and "apple pies" and "apple trees" as negative keywords because they're not related to Apple. technology company. Think about your business and the search terms that can generate false results. Turn them into negative keywords to optimize your ad.

4. Get Rid of Negative Reviews and Input

By negative input, we mean input that can damage your username. It appears as an ad for a healthy food option shown in front of a video on how to make four-cheese lasagna. Although this example seems silly, other negative areas are sites with pornographic content, classified sections, fake news websites, error pages, and videos.

Manage placement carefully and be careful when checking where your ad is showing. Use the placement report to see which web pages your ads are showing and learn more about impressions, clicks, and conversion data.

5. Organize Your Words

In most cases, a business will create an ad and fill it with all its keywords. This practice makes the campaign a broader game than a campaign targeted at a specific customer segment. Customers who see the ad think it's irrelevant and ignore it. The result? Lost advertising revenue and low return on investment for your campaign.

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The best practice is to group words into closely related groups. Therefore, if you are selling clothes, you need to separate the top from the bottom and the accessories from the sale items. You can even improve it by grouping keywords related to style, color, etc. specifically. This makes your ad more targeted and tailored to help you and your customer.

6. Use Conversion

If you're putting all that effort into promoting your social media, you want to make sure you're getting results, right? For many businesses, a conversion can be a purchase, signup, or lead, with your ad being the thing that inspired those actions. So, Google Ads conversion tracking is an exceptionally useful tool to implement because it gives you a specific metric to measure the ROI of your campaign.

7. Diversify Media Sources

If there's one piece of advice for money, it's that in almost all situations, it's okay to make a change. When it comes to online advertising, you don't want to rely solely on Google Ads.

For what? Because if Google Ads is a well-designed and well-functioning platform, that means you depend on it for all your leads and sales. It's a scary prospect to put into words, isn't it? What if something happens and the market changes or the competition heats up and your Google ads start to slow down?

Need some help starting your Google Ads journey? Follow these easy tips and tricks here and you'll be on your way to success in no time.

1. Create Effective Ad Copy

You must optimize the quality of your advertising copy, otherwise, you will have a difficult time driving traffic to the site through advertising. Here are some social media content optimization tips:

  • Punchy Headlines - Headlines are hooks that grab people's attention. Make it invincible.
  • Smart Ad Text - You only have a limited number of words - use it wisely. With short sentences, you can say more with fewer words. Focus on value over strategy, bringing value to users.
  • CTA - A strong call to action that elicits a response. You can create a sense of urgency by using discounts or special offers that will encourage more clicks.
  • Ad Extensions – Increase the visibility of your ad content with extensions, such as snippets, promotions, site link extensions, or call extensions.

2. Update Your Landing Page

Whenever a person clicks on your ad, they will be sent to a landing page. Here are some ad optimization tips to make sure your landing page doesn't lose track:

  • Strong Name - The name is the first thing a user will see when they land. It must be clear and convincing, important for your offer, but also the visitor.
  • Responsiveness – Make sure your landing pages are mobile-friendly, so they provide a smooth user experience on any device.
  • Download Speed ​​– People are impatient online. If your site isn't loading fast, they will be gone!
  • Content Relevance – With more relevant content, your ad quality and ranking will benefit as people spend more time on your site.
  • Updates - Promotional ads with regular updates. Maintain your brand integrity by making sure your landing page message doesn't become empty.

3. Target Audience

You need to know your audience before you can build a sustainable business. Here's how to improve ad optimization with better audience targeting:

  • Audience - Create a good audience so you know who you are trying to reach. This will guide your topic selection and content creation. Demographic Advertising - Google Ads allows you to target people by age, gender, or household income based on your campaign type. By showing your ad to the most important audience, you reduce unnecessary expenses.
  • Device targeting – Your audience, product, or campaign can determine the device you use for PPC advertising.
  • Time Targeting – Try to schedule your ad when your audience is most active. You can adjust the confirmation to confirm a specific date or time.
  • Geo-Targeting - This is useful for developing business locally. Set specific areas to show your ad and eliminate inactive areas.

4. Keywords

Keywords form the foundation of a PPC campaign. Prepare your ads for better performance by optimizing your keyword list.

  • Keyword Research - Use Google Search Console and tools like the PPCexpo Keyword Planner to identify keywords that are relevant to your products and services.
  • Relevance - Aim for balance and reach in your keywords. You want to drive, but it needs to be a road worthy of the next turn.
  • Increase the cost of keywords - Monitor the CTR and conversion rate of your keywords and adjust accordingly. Reduce the benchmarks for the worst performers and optimize for the best scenarios.
  • Add negative keywords - Negative keywords act as a filter for unnecessary traffic, which saves you money.
  • Complete Match Forms – Think about your PPC goals when using match forms. For brand awareness, Broad Change is best, while Exact Match is better for specific goals and conversions.

5. Monitoring

Media optimization and data analysis go hand in hand. Here are some tips to make your tracking and analysis more effective:

  • Always test and evaluate – With paid advertising, you always have to test things! Through regular testing and analysis, you can identify problems, uncover opportunities, and optimize your campaigns for better ROAS.
  • Try new ad copy - Don't use just one ad copy for your ad. Split-test several models and analyze the results to find the most effective one.
  • Consider the competition - Markets and customer preferences will change quickly and you need to be ready to adapt. Look at the behavior of your competitors and learn lessons from analyzing their campaigns. You can find valuable keywords, smart ad copy ideas, and effective bidding strategies by studying successful competitors.


Given its power and potential, Google Ads should be part of your paid strategy. Use the tips we've covered to get started and remember to adjust and adjust as you go.

There are no Google Ads that don't work - just people who need a little work. Using the strategies and information provided above, you have what you need to create a successful Google Ad campaign that generates clicks and conversions.

Ghia Marnewick

Ghia Marnewick

Creative Content Writer, Social Media Manager, and Digital Manager

Ghia Marnewick is a creative content writer, social media manager, and digital manager. She writes content for the digital marketing agency Aumcore and is passionate about finding new ways of sharing information with the world.

Link: Aumcore

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