Our Guide to Google AdWords

Laptop being used for Google ads
Last edited 17 November, 2022
Digital, Industry Insights
3 min read.

You probably won’t be surprised to find out that Google is the biggest search engine in the world, with an average of over 3.5 million searches per day. This means that Google is one of the first places people will go to when they’re looking for a business like yours. If you’re looking for a creative agency with experience in PPC – look no further than EDGE!

Google offers AdWords, which is a PPC service on which you can create paid ads that show up when someone searches for your product or something similar. 64.6% of people click on Google advertisements when they are looking for something online, meaning that you can target your audience with precision, as you can advertise directly to people who are looking for what you provide. This is why we recommend that you utilise this service to boost your ROI and direct more people to your business.

How can Google Adwords benefit your business?

Google AdWords can help your business to be seen by any audience that you choose to target, with your ads only appearing to searchers that are using the keywords you have chosen.

AdWords also gives you the chance to make a much higher ROI than traditional advertising methods and is flexible, so you are able to limit your daily budget to as little as you need. At EDGE, we have extensive experience in PPC advertising, and we’ll work with you to ensure that your business reaches its full potential with Google Adwords.

What are some tips I need to keep in mind?

  1. It’s important to set a daily budget limit for your campaign. This sets out the most you’ll spend in one day and will help you to control costs. At EDGE, we will work with you to help ensure that your budget reaches its full potential.
  2. A great way of improving your adverts is to test variations of them against each other to see which ones perform better. This means you can learn from how people respond to specific adverts, and choose the best features to evolve your adverts.
  3. What has your business got that your competitors haven’t? This is an important facet of any AdWords campaign – utilise this to improve your click rate and showcase why people should be clicking on your ads. The higher your click rate, the higher up Google’s pages your ad will appear.
  4. It’s also important to use exact keywords as well as broad match keywords. With broad match, your ad is set to appear whenever a search includes any word in your key phrase, in any order. Exact match is when your ad is set to appear when a user types your exact keyword phrase.
  5. Introduce negative keywords into your campaign. This is when your ad doesn’t show for any searches containing these words or phrases. This can help you improve ROI as clicks are more likely to come from people searching for exactly what your business provides.
  6. You also need to make sure that your ads will only appear for searchers are from your target location. If you only provide services in Birmingham, it’s important not to advertise to searchers elsewhere, as their clicks won’t drive conversions.
  7. Following on from this, it’s also important to make sure to limit your ads to display only during times of the day relevant to your company. If you are only able to take orders or phone calls from 9-5, it’s a good idea to keep your adverts displaying at these times, so searchers are able to contact you straight away.
  8. Make sure to measure your results using Google Analytics and find out what works in your adverts and what doesn’t.
  9. Finally, your ad copy and landing pages should use all of the keywords they serve. Doing this will help your ads to move higher up Google search results without needing to increase bids.

What next?

As PPC visitors are 50% more likely to purchase something than organic visitors, it’s easy to see why PPC advertising can be so effective. Would you like to find out more about Pay Per Click advertising at EDGE and how it could work for your business? Give us a call on 0121 354 8092 or send us an email!


Lydia Campbell

Digital Media Strategist

Lydia is involved in managing and monitoring clients’ SEO and advertising efforts, squeezing every last bit of success out of each campaign. Lydia takes no prisoners when it comes to PPC. After joining the team as a digital marketing apprentice, Lydia developed a keen eye for analytics and a passion for achieving results. Lydia’s loves watching projects grow from start to finish, and seeing tangible results from the campaigns she watches over so diligently.