Best Practices for Your AdWords Campaign - Retailors Group

Best Practices for Your AdWords Campaign

Pay-per-click is a great way to drive more qualified leads to your website, but you need a well executed AdWords campaign to turn those leads to conversions

Pay-per-click (PPC) is a great way to drive more qualified leads to your website. But, you need to have a well-executed PPC AdWords campaign if you want to increase your conversions and revenue. A good Google AdWords campaign can help you create ads that target specific keywords to your business. These ads will appear at the top of the first page of Google on relevant searches for your products or services. But, it can cost you more than it brings because you pay for every click you get if you have a poorly-executed PPC AdWords campaign.

adwords campaign

Do you want to increase your conversions and revenue? Are you paying more for Google AdWords than it brings in? If your answer is yes, then continue reading on…

Because here are the BEST PRACTICES for your AdWords campaign:


Your goal is to make a sale and not just to get a click. A well-executed PPC ad drives qualified leads to a landing page. The job of your landing page should convert a prospect into a paying customer.

Repeat, repeat, repeat…

You should make the message of your ads align with your landing page message. When you maintain a consistency between your keywords, ad copy, and landing page, your click-through rate and conversion rates should improve and lowering your cost-per-click (CPC).

adwords campaign


Do NOT forget your negative keywords. You can optimize for negative keywords for your AdWords campaign. This means you can specify what keywords are not a good fit for your product or service. By doing this, you are telling Google what your product is not, which prevents your ads from showing on irrelevant searches.

For example, if you’re selling brand new “Apple laptops,” you don’t want your ad to appear when someone searches for “refurbished Apple laptops.” Someone will click on your ad and you’ll end up paying for this click, so “refurbished” should be a negative keyword for your AdWords campaign.

Related Article: Organic Search vs Paid Search: What is the Difference


The keywords you use and the type of modifiers you use for those keywords are important for your PPC campaign.

There are four types of keyword matches:

adwords campaign

There is a trade-off between impressions and relevancy from one another. You should choose Broad Match if you want the most impressions. But, don’t do this for your AdWords campaign. Exact Match will have the lowest impressions, but have higher relevancy and click-through rate.


This is the EASIEST thing to do… Just make sure you fill out all available information fields when you’re creating your Ad campaign. You want your ads to perform better don’t you?


Ad extensions are important to your customers experience and can give your ads a performance boost. They can help tell your brand’s story better while offering valuable information to your customers.

For example, Sitelinks Extensions. These are additional links your customers might find valuable. Sitelinks can take people to specific pages on your site from your store hours, a specific product or service, and more. You’re pretty much using sitelinks to help your customers skip right to what they what to know or buy.


About Retailors Group

The team at Retailors Group has over 15 years of retail sales and field marketing experience. Retailors Group takes the time to understand your brand and align your core values into a tailor made solution that builds a long lasting relationship with your consumers.

We offer services in Experiential Field Marketing, On-site Sales Assist, Retail Management and Digital Marketing.

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