Google Ads - Keyword Research & Writing Effective Ads

Google Ads – Keyword Research &
Writing E ective Ads

Leave a Comment / Digital Marketing, PPC
In our previous blog, we shared with you a guide to Google ads and
covered all the relevant information you need to understand what is
Google ads and how it works.
In this blog, we are going to dive deep into two important aspects of
Google ads, which are Keywords and Ad Structure.
These two plays a signi cant role in determining the success of any
Google ad campaign. In this whole blog, we will take a single example

of a pastry shop, which only sells eggless cakes, to make the concept
easier to understand.
Let us start with the keywords part rst.
What are the keywords?
Keywords are words or phrases which a user types into search engines
for their query. It can be a single word, double word, or even a short
phrase, which we refer to as long-tail keywords.
So, if we nd keywords for the pastry shop,
Single-Word keywords can be cakes, pastry, eggless, sweet, etc.
double-word keywords can be the best cakes, yummy pastry, eggless

cakes, etc.
Long-tail keywords can be the best cakes in Delhi, yummy eggless

cakes, etc.
Role of keywords in Google ads
Keywords play a crucial role in Google ads. Planning keywords is the

rst step for any search ad campaign. Keywords are the words on
which you bid for your Google ads, and that is why they need to be
chosen very carefully.
They form the root of your campaign, and to choose the right
keywords; you should be clear of what you want to sell to your
customers.
Choosing the right keywords will show your ad in the right places and
also save you a lot of money.
How to do keyword research for your Google ads campaign?
Before starting any ad campaign, you need to research the keywords

which are bene cial for your business and which are popular among
people. But how can you nd what people are looking for and what
they need?
The answer to this is keyword research tools; you can nd many online
keywords research tools that will help you to select the right keywords
for your business. Google also has a keyword research tool called
Google keyword planner; let us see how to use it for nding keywords.
Suppose we want to nd how many people search for the best cakes in
India; in Google keyword planner, you will type the best cakes, and the
result shown will be like this.
In this same manner, we can also search for relevant keywords for our
business
Here we searched related keywords for chocolate cakes and got the
following keywords
This is how you can research keywords and make a list of relevant
keywords for your business.
While selecting keywords, you should always keep these things in mind
Relevance: The keywords you choose should be relevant to your

domain and not just be selected for the sake of popularity.
Tra c: The keywords chosen should have a high search volume
and not very low because only then you would be able to reach
people.
Competition: Choose your keywords in such a way that the
competition is not very high because then it would be di cult to
rank higher as many people would be bidding on it.
The best combination while choosing keywords would be high
relevance and tra c and low competition.
Role of negative keywords and match types
We know that in Google ads, we pay every time a user clicks on our ads.
So obviously, we would want our ad to be shown at the right search
query.
We have taken the example of our business that is only for eggless
cakes, and there will be many people who would be searching for egg
chocolate cakes, etc. To avoid being shown for this search query, we
can use negative keywords.
Negative keywords help not to show your ad when keywords are

searched, which are not relevant to your business, which helps to save
money.
To make your ads more speci c, you can also use keywords match type,
which we have thoroughly covered in our blog, Google Ads: The
Ultimate Guide.
We have discussed all keywords and how to start with them, but what
after keywords?
Say you have made it to the top of rankings, but does it guarantee that
people will click on your ad?
The answer is a big “no,” reaching the top-ranking position was just one
half of the race. The other win is to get clicked by the user.
But the race is still not nished, what if the user clicks on your ad but
comes back as soon as they land on your landing page. You surely
would not want that.
To win the race, you need to pass all three of these objectives, and this
is what we will discuss further in this blog.
What makes an ad stand out?
There will always be so many advertisers bidding on the same keywords

as yours, and there are chances that your ad might get lost in the race.
How would you make sure that people click on your ad and don’t return
from your landing page very soon? Let us discuss some essential tips
that will help you make your ads stand out.
Let us look at the results that appear when we search for chocolate
cakes order.

These are the ads that appear, what do you think makes these ads
stand apart for the user to click on them. It is nothing but relevance.
The ad which will be most relevant to the user’s search query will be
most likely to be clicked.
You can observe that most of these ads have three things in common
that are
1. Relevant headline: In all the results shown, the headline clearly

states the purpose of the user’s search, which is an online
delivery of cake. To make your ad more e ective, write your ad’s
headline keeping in mind the user’s search intent, and make your
headline as customizable as possible and as relevant to the user’s
search. Relevance is of utmost importance to search engines.
2. Special o er: Everybody likes to get a little extra or a surprise.
Even here, we can see that many ads are o ering discounts or
free delivery or some sort of special o er. Always add a special
o er in your ad to attract the users and make them click on your
ad.
3. Call to action: Another essential thing to include in your ad is a
call to action. A call to action tells your users what you want them
to do next, and it is imperative to have a call to action in your ad.
You can put it in the description like these ads. You can see in the
results of the above ad that their description contains a call to
actions like order now, download the app, etc.
Importance of a good ad structure
The structure here refers to the information you put in your Google ad.
Let us say you searched for anniversary cakes and the results are
1. Online Anniversary cakes with information on types of cakes and

its prices and images
2. Anniversary cakes with a price
3. Cakes with no information
The rst result will be clicked as it has all the required information for
the user. This is called a good structure. When writing an ad, always
create a good structure with all the relevant information.
The next thing that comes after a good structure is an e ective landing
page. It is the page on which a user lands after clicking on your ad or
any link. Your landing page is also a signi cant factor, and it should also
be as relevant to your ad.
A relevant ad without a relevant landing page is of no use because even
if the people click on your ad and return within a few seconds back to
the results page, it creates a wrong impression of you for the search
engine.
Let us look at some of the landing pages for the query of chocolate
cakes order.
As you can see, all these landing pages are relevant to our search query
and have useful information.
Tips to make a good landing page
Be relevant to the search query and user intent

Include a call to action
Make it easy to navigate and attractive by putting images
Include useful information
Make it user-friendly and easy to read and understand
Always include a contact option
Make your design attractive
To Summarize:
Choose keywords e ectively and use keywords planner tools.

Use negative keywords and match types.
Bid on keywords that are of high relevance and tra c and low
competition.
Relevance is of the utmost importance for the search engines, be
it for keywords or structure.
Have a good structure of the ad and include useful information
Have a call to action
Make your landing page as relevant as your ad
Ranking at the top of the Results page is not an easy nut to crack, but
with these tips, you are likely to get close to the success.
If you want to get expert guidance for your Google ads, feel free to
contact us.

Google Ads - Keyword Research & Writing Effective Ads

Uploaded by

Copyright:

Available Formats

Google Ads - Keyword Research & Writing Effective Ads

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Google Ads - Keyword Research & Writing Effective Ads

Uploaded by

Copyright:

Available Formats

Google Ads – Keyword Research &

Writing E ective Ads

Let us start with the keywords part rst.

What are the keywords?

So, if we nd keywords for the pastry shop,

Single-Word keywords can be cakes, pastry, eggless, sweet, etc.

double-word keywords can be the best cakes, yummy pastry, eggless

Long-tail keywords can be the best cakes in Delhi, yummy eggless

Role of keywords in Google ads

Keywords play a crucial role in Google ads. Planning keywords is the

How to do keyword research for your Google ads campaign?

Before starting any ad campaign, you need to research the keywords

Relevance: The keywords you choose should be relevant to your

Role of negative keywords and match types

Negative keywords help not to show your ad when keywords are

What makes an ad stand out?

There will always be so many advertisers bidding on the same keywords

1. Relevant headline: In all the results shown, the headline clearly

Importance of a good ad structure

1. Online Anniversary cakes with information on types of cakes and

Tips to make a good landing page

Be relevant to the search query and user intent

Choose keywords e ectively and use keywords planner tools.

You might also like