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.


Best Tips for Facebook Paid Ads Campaign in 2021

FB Ad campaign

Did you know there are over 2.41 billion monthly active users on Facebook?

Apparently, Facebook stands as one of the most powerful social media platforms. It is also one of the most popular marketing platforms among advertisers, and the most prominent tool is Facebook paid ads.

Facebook is like a giant directory of people of different interests, locations, age groups, etc. Any business can find its audience on Facebook and contact or influence them through Facebook paid ads. This is the reason you can see a large number of Facebook ads campaigns running on it, but only the successful ones can be effective in converting visitors to paid customers.

Spend on social advertising is on the rise with Facebook having a big piece of this pie as one out of every $10 spent on advertising is for Facebook ads.

However, the competition for Facebook ads space is also increasing, and if you are keen to leverage this advertising platform in the right way, you ought to have the right strategy for Facebook paid ads campaign.

What are Facebook Ads?

Facebook Ads can be described as advertisements which are designed specifically to influence a particular set of audience.

Facebook Ads can be used to achieve a variety of objectives such as driving traffic to a website, selling a product, conversion of an audience, and many more.

Facebook Ads are categorized into multiple types, and you can use the one which best suits your goals.

How doesone get started with Facebook Ads?

You can create a Facebook ad in few simple steps.

a. Select the goal of your ad

The first step is to select the goal of your Facebook Ad. You can choose what purpose you would like to fulfil through your Ad.

b. Add relevant call to action button

You should always have a relevant call to action button, and you can select between the above-shown options. You should always put an action button on your Facebook ad as it directs the user to what you want them to do.

c. Select audience

Facebook allows you to choose or also create your audience. Do not try to address a large audience just for the sake of increasing the reach of your Ad. Instead, focus on the right set of audience through targeting, the ad will be cycled on its own if it reaches the right set of people.

d. Select duration and budget

The last and crucial step is to decide the duration of your Facebook ad.

You can choose the number of days as well as the Budget you want to set for your Facebook ad.

This is how you can set up your Facebook ad, but it requires more than just an amalgamation of words and an image. A lot goes into making a Facebook Paid Ad Campaign successful. Be it the image, video,or the headline, everything you put in your Facebook ad should be there for a purpose and should add to the relevancy of the ad you want to showcase.

However, below are some tips you can follow to make your Facebook Ad Campaign successful.

1. Identify your target Audience

Facebook covers a broad set of database, and the key to a successful campaign is to understand the audience which you would want to convert into leads. You can start by segmenting your audience and creating different ads for them.

It is essential to understand what type of audience is being targeted and what their interests and likes are. Facebook even allows you to create a custom audience.

Many people tend to think that the more the size of the audience, the more will be the ad conversion.But it is not the case every time, instead, creating a niche audience will get you more conversion.

Facebook lets you to define the target audience in detail in where you can select your audience based on their behaviours, age, demographics, etc.

2.Don’t overlook the landing page

A landing page is a page where the user lands after clicking on your Ad and it is a crucial step in your marketing funnel. An effective landing page is a promising tool to convert your leads.

Your landing page should be simple and should represent what message you want to convey. You can also make your landing page SEO optimized for better results. Your landing page is a deciding factor whether your leads will convert or not.

You should always try to make your landing page as relevant as you can. If your landing page is not appropriate, all your marketing efforts on Facebook will go in vain.

3.Work on every part of your ad

Every aspect of your ad is essential and will play a deciding role in whether your audience will click on it or not.

Keep in mind these quick and easy to follow tips:

  1. Provide a call to action with your Facebook Ad and do not overdo it. Choose one call to action which you would want your users to take.
  2. Maintain the proportion of image and text.It is normal to put a lot of text information in your Facebook ad but to make your ad more attractive, avoid over stuffing your ad with text, and maintain the right balance.
  3. Create Different ads for different people. The same strategy won’t work with different people.
  4. Be clear in your ad copy and use simple language.
  5. Your image should be relevant and attractive.
  6. It should offer an attractive value proposition.

4. Make the right use of testing

You can always check whether your ads are doing good or not by testing them. Make two variations of the same Ad.

You can try experimenting with different headlines or images and see which is working better. Testing ads is a great way to see what works better and what your audience likes.

It also shows you what does not work and you can always change it.

As an example let’s say you have to create a Facebook Ad for Cake Making Workshop. You can create two variations – one where you can place more text over an image and another where you can use an image with less text. After analysing which one is working better, you could continue with the one which gets better traction.

5.Try to create content primarily for mobile

The number of mobile users are increasing day by day. The content created for desktop may or may not be translated well for mobile. But mobile content will convert well for desktop also.

People use social media apps on their mobile phones, and it is vital to keep in mind this fact while creating content for the ad. Mobile has become one of the most used devices, and every day a lot of content is delivered to users through mobile apps.

6. Make a strategy for bidding and select a budget

In the end, choosing the right bidding strategy and a budget is a must.

No business owner wants to invest blindly and get no results. Facebook allows you to manage this by using Optimized CPM.

Optimized CPM is a type of bid that shows ads to only people who are potential customers. In this option, Facebook bids on your behalf.

To Wrap Up


These are some tips you can use to run a successful Facebook ad campaign. It always takes time and trial and error to build a Facebook Ad Campaign which delivers results. Do not expect it to happen in a day.

The trends in Digital Marketing are ever-evolving, and one thing that works now may or may not work every time. You should always be updated to make the best use of Digital Marketing techniques.

If you are looking for advice and guidance on how to leverage these tips and features of Facebook ads in your marketing strategy, our experts can help you. Do leave us a message on the contact page and we’ll get back to you as soon as we can.

What is Pay Per Click Advertising?

Image used for blog post on pay per click published by Netilly on its official blog

Pay Per Click (PPC) is a form of online marketing where advertisers are required to pay a fee only when their ad is clicked by an online user.

The intent behind PPC is to buy traffic for a site rather than earning those visits for free.

You must have noticed an ‘Ad’ icon pre-fixed to the top search results while searching in Google or Bing. Such links are search engine advertisements which happen to be one of the most successful implementations of PPC.

Pay Per Click allows marketers to bid, on a specific keyword that is related to their business offering, for ad placement in a search engine’s sponsored links.

So, when someone searches on that keyword, the search engine software will display those paid ads mostly at the top of the search engine results page (SERP).

Let’s take an example of Bajaj Allianz (an insurance company) which has bid on the keyword “Life Insurance,” their ad might rank at the top on the Google search engine result pages.

Image showing a sample of paid Google Ads in search engine results
PPC Ads pre-fixed with Ad button

Whenever a user clicks on their ad and lands on their website, Bajaj Allianz must pay a fee to the search engine.

Usually, this fee is small provided the ad is set up correctly and results in a sale.

For example, if an advertiser pays $2 per click and the click results in a $100 sale, then it’s a good deal for the advertiser.

PPC Statistics

Let us have a quick look at some latest PPC statistics:

  • 65% of all clicks on paid ads are made by users who intend to make a purchase. (Wordstream)
  • According to a survey conducted by Clutch, a research agency, 75% of respondents said that paid ads make it easier to find the information they are looking for on a search engine.
  • 49% of people click on text ads; 16% on video ads, and 31% on shopping ads (Search Engine Land)
  • PPC visitors are 50% more likely to make a purchase than organic search visitors. (Unbounce)
  • More than 40% of clicks go to the top 3 paid ads in search engine results. (Wordstream)
  • Google AdWords, Facebook, and mobile are the most popular PPC platforms, and up to 80% of the marketing budget is likely to be allocated to paid ad (search, social, display, remarketing ads) budget. (Social Media Today)

Why the shift from traditional advertising to the digital one (PPC Advertising) makes sense?

Image showing the comparison of traditional and digital advertising pictorially

With traditional offline advertising, if you have ever published an ad in a newspaper or magazine, you probably realize that it is far too complicated to measure how many people flipped to that specific page and paid attention to your ad.

Further, there is no way to ascertain if that ad was responsible for any sales at all.

But with digital or online marketing, one can expect accurate results in real-time and also measure the ROI of the marketing efforts.

There are many tools available such as Google Analytics which can record the exact number of people who have viewed your website, how many pages they visited and which location are they from, in real time.

With digital advertising techniques like Pay Per Click, the fee that advertisers pay is irrespective of how many times the ad was displayed on the search engine result page.

So, PPC is less expensive than traditional advertising where one must pay for each advertisement placed in a newspaper or telecast on television.

Paid ad clicks at least make the visitors aware of the product or service offered though they may not necessarily result in sale conversions.

In fact, PPC advertising filters irrelevant traffic and ensures that only quality traffic is attracted who are more likely to convert.

Most importantly, PPC provides options to advertisers to target a specific segment based on demographics like location, age, gender, interests, and behaviours.

In a nutshell, Pay Per Click advertising is highly targeted, cost-effective, measurable, and yields good ROI. All one needs to do is to use the right tools, the appropriate resources and have a focused approach.

PPC Advertising Platforms

Google Ads

Google Ads, formerly known as Google AdWords, is by far the most popular and successful PPC platform.

Whenever a user searches for anything, Google selects a set of bidding advertisers from a pool of users who have bid on keywords.

A combination of various factors such as relevancy and quality of keywords and ad text are considered for selecting the winning advertisers.

Once the winning advertisers are selected, then Google displays their ads on its search results page.

Google is one of the most popular search engines and gets huge traffic. Hence running a PPC Ad campaign through Google Ads is a useful way of diverting traffic on a site via clicks on the displayed ads.

Across various business domains, the average CTR (click-through-rate) is 3.17% for Google Ads search and for display, the number is lower averaging around 0.46%. Both of these averages are higher in comparison to what they were a couple of years ago.

Depending upon which keywords and match types the advertisers select, the frequency to display their ads on the search results page is decided.

Further, it also impacts the cost-effectiveness of the paid ad campaign.

For a successful Pay Per Click advertising campaign, there are several factors involved, but one can achieve a lot by focusing on the below factors:

  • Keyword research: Finding the right and relevant keywords for your specific product or service, forming a tight ad set and creating a compelling ad copy.
  • Quality Score:  Google’s rating for your keywords and landing pages depending upon how relevant they are for a paid ad campaign. One can get more ad clicks at a lesser cost when the quality score is better.
  • Optimized Landing Page: It helps to have a well-designed landing page with relevant and compelling content along with a clear call to action.

 Bing Ads

Like Google Ads, Bing Ads is a Pay Per Click platform displaying ads on the Bing and Yahoo networks. The platform utilizes search partners including Yahoo and Microsoft Sites whose searches are powered by Bing.

Bing Ads too follows a keyword-based advertising model. Bing Ads has over 137 million monthly unique desktop searchers on the Bing Network in the US alone. 

Social Media Paid Campaigns

Social media platforms such as Facebook and LinkedIn have also adopted Pay Per Click as one of their advertising models.

To run a Facebook campaign, one need to set up the below three parts:

  • Campaign Objective for each of your ad campaign
  • Creative for the ad account
  • Schedule, audience, placement, budget etc. within the ad set

Having a clear understanding of how each of these parts work together is necessary to get the desired results by reaching the intended target audience.

Image showing a snapshot of the facebook ads manager screen
Example of a Facebook Ad Campaign Creation

PPC Keyword Research

The process of optimizing a site for the specific words, which people generally type in the search box of a search engine, is called keyword research.

The entire PPC campaign is usually setup around the right keywords.

Conducting keyword research for PPC is usually a time-consuming activity, but it is an essential component of a successful ad campaign.

It allows advertisers to connect with the right audience by keeping their keyword list relevant and refined.

In fact, one shouldn’t only rely on the keyword research done at the time of setting up the first campaign.

Instead, the advertisers need to keep revisiting the list to include low cost, relevant and long tail keywords that might drive more traffic to their site.

The keyword list for a PPC Campaign should be:

  • Complete– Your keyword research should be comprehensive and should not be restricted only to the most commonly used terms in your business. Preferably you should also include long tail keywords which are less common and more specific. Such keywords are less expensive as they are less competitive.
  • Relevant– You need to think like a customer and bid on keywords which are more relevant to your business offerings. Targeted keywords mostly lead to a higher CTR (click-through-rate) and cost-effective CPC (cost-per-click).
  • Expansive– To continually refine and expand your campaigns, you must continuously grow and improve your keyword list.

Value proposition of PPC Marketing

Pay Per Click marketing is beneficial for all stakeholders – searchers, advertisers as well as the search engines.


Advertisers can reach out to the target audience using PPC marketing. Marketers can make out a user’s intent based on the searched keyword and can offer the product or service that matches the query.

Also, the quality of the traffic generated via paid ad clicks can be measured which is useful information for advertisers.


As per research by search engine land, 75% of people who click on paid ads say, whatever information or product or service they are looking for, they generally find in search ads.

Further, Google has a wonderful process in place which ensures that PPC ads meet the requirement of the searchers.

Search Engines

The search engines fulfil the requirement of both searchers as well as advertisers through PPC Marketing.

They provide relevant information through search results to the searchers looking for specific information.

At the same time, search engines enable advertisers to reach their target audience.

One of the main advantages of Pay Per Click advertising is that Google (and other ad platforms) don’t just prefer the highest bidders for that ad space, they also reward the highest quality ads (ads that are most popular with searchers).

Cost of a paid ad is lower when the ad is better and CTR is higher.

Managing PPC Campaigns – Monitor Regularly & Keep Adjusting

Do not set up your paid ad campaigns and then forget about them – that’s a sure shot way to overpay and underperform.

PPC ad campaigns need to be monitored frequently until you get the desired results. Make the required changes to optimize your campaigns by adding relevant keywords to expand the reach for your business.

Also, add negative keywords to cut down the unrequired cost by not showing your ad for negative keywords.

For example, someone searching for ‘free book on PPC’ is not looking to buy. By adding ‘free’ as a negative keyword, the paid ads will not show when a user types this text in the search.

You can also improve your site CTR and quality score by splitting your ad groups into multiple smaller groups. This helps to create more targeted ad text.

Another important thing that one needs to do is a regular review of the expensive keywords which are not performing well. Just stop using them to cut down the cost.

Further, one can also refine his/her landing page by adding a relevant call to action (CTA) pertaining to the user search query to increase the conversion rates.

However, don’t be in a rush to change your campaign in case your keywords are not frequently searched.

Rather wait for a few weeks before you make any changes to your campaign else you will end up spending more money which is not required.

All campaigns, even a well-designed one, should be reviewed and refined weekly.

If you want to manage within your PPC budget, you must also track ROI in the form of conversions.

 A conversion is not necessarily a sale, but a desired action taken by a visitor to your site.

Example of such activities can be a visitor making a purchase or registering for an event or filling details in a ‘contact us’ form.

There is no point of spending money on PPC advertising if you can’t identify a useful result of a user visit to your site.


Due to ever-increasing competition in the current internet landscape, it becomes challenging for businesses to generate fast results.

PPC turns out to be one of the methods to get results rapidly provided your campaign serves the users searching for your business offerings.

However, a lot of effort goes into setting up a successful PPC advertising campaign.

From exploring and choosing the right keywords to formulating those keywords into organized ad groups and campaigns, to setting up landing pages that are optimized for conversions.

Search engines charge less for ad clicks which comes from an ad which is relevant and well targeted. 

So, to start leveraging Pay Per Click (PPC) advertising, it’s essential to learn how to do it right. The other option is to hire professional PPC experts (like Netilly) to help you out.

If you’d like to discuss how PPC can help your business or brand, then please drop us an email or leave your contact details and we will be happy to schedule a free consultation with one of our PPC experts.