Google Ads – Keyword Research & Writing Effective Ads

google ads guide

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 significant 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 first.

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 find 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 first 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 beneficial for your business and which are popular among people. But how can you find what people are looking for and what they need?

The answer to this is keyword research tools; you can find 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 finding keywords.

Suppose we want to find 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.

keyword planner | netilly blog

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

keyword planner| netilly blog

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.
  • Traffic: 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 difficult to rank higher as many people would be bidding on it.

The best combination while choosing keywords would be high relevance and traffic 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 specific, 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 finished, 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.

googla ads| netilly blog


google ads| netilly blog

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 effective, 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 offer: Everybody likes to get a little extra or a surprise. Even here, we can see that many ads are offering discounts or free delivery or some sort of special offer. Always add a special offer 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 first 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 effective 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 significant 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.

landing page| netilly blog

landing page | netilly blog

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 effectively and use keywords planner tools.
  • Use negative keywords and match types.
  • Bid on keywords that are of high relevance and traffic 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.


Comments are closed.