10 Google Ads Tips and Tricks for Small Businesses

keyword main image

Written by OrganisedPixels

February 17, 2023

> 1. Define your target audience
> 2. Use relevant keywords
> 3. Optimize your ad copy
> 4. Use negative keywords
> 5. Use ad extensions
> 6. Use remarketing
> 7. Test and optimize
> 8. Use Automated Rules
> 9. Monitor your performance
> 10. Seek Professional Help

1. Define your target audience

Clearly define your target audience and create ad groups and campaigns that are tailored to their specific interests and demographics.

Google Ads audience segments let you narrow down your target audience using four “ready-to-use” audiences which is available to everyone. It’s an easy and quick way to define your exact audience.

1. Detailed demographics
> Parental status: Parents

2. Affinity
> Banking & Finance: Avid investors

target audience list

3. In-market
> Baby & Children’s Products: Child Car Seats

4. Your data segments
> Website visitors: All Converters

5. Custom segments
> The interests and products/services people are searching for
> The types of websites people browse
> The types of apps people use


2. Use relevant keywords

Conduct thorough keyword research to identify relevant keywords and phrases that your target audience is searching for. Use these keywords in your ad copy, ad groups, and campaigns.

Using long-tail keywords will be more targeted to your location and services than one-word keywords. For instance, instead of using a broad keyword such as “dentist”, rather say “dentist open in cape town”. This will ensure your keywords target people in your location.

Google Ads Keyword Planner tool is ideal to find keywords that are relevant to your business.


keyword planner


3. Optimize your ad copy

Write compelling ad copy that clearly communicates the value of your products or services. Use a strong call-to-action to encourage users to click on your ad. Make sure to write your headlines in a creative way that includes your popular keywords for optimal performance. Focus on how your business can solve
a user’s problem.

ad copy


4. Use negative keywords

Your ads could be triggered by keywords not related to your business and this is a huge waste of your ad spend. By creating a negative keyword list, you tell Google Ads to avoid showing your ads when these keywords are searched. Exclude irrelevant search terms and reduce wasted ad spend.

There are many more benefits to using negative keywords, a few examples are improved click-through rate, improved conversion rates, and a better ad quality score. 

I highly suggest before you click publish on your ads, create an extensive list of negative keywords. Spend some time on this and you will benefit from lower cost-per-click (CPC) and relevant traffic.


negative keyword location


5. Use ad extensions

Ad extensions, such as call-out extensions, site-link extensions, and structured snippets, can enhance your ads and make them more informative and appealing to users. Don’t take these extensions for granted, using at least one ad extension can increase clickthrough rates (CTR) by up to 15%.




6. Use remarketing

Remarketing allows you to target users who have previously interacted with your website or mobile app. This can be a highly effective way to increase conversions and ROI as people become more familiar with your brand over time. This builds brand awareness and those same people will most likely become customers.

When you have figured out your ideal target market, you can create various Google remarketing lists for ultra-targeted remarketing campaigns.




7. Test and optimize

Continuously test and optimize your campaigns by experimenting with different ad copy, keywords, and targeting options. Use data and analytics to determine which strategies are working and which need to be improved.


8. Use automated rules


Continuously test and optimize your campaigns by experimenting with different ad copy, keywords, and targeting options. Use data and analytics to determine which strategies are working and which need to be improved.




9. Monitor your performance

Regularly monitor your campaign performance using Google Analytics, Google Ads, and other tools to track conversions, click-through rates, and other key metrics.


10. Consult a Google Ads agency


If you’re not confident in your ability to create and manage a successful Google Ads campaign and don’t want to spend time learning a new platform, Organised Pixels can assist you with creating effective campaigns that deliver results. Reach out to us and one of our specialists will schedule a discovery call with you to identify your needs.


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