Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.
ecommerce growth hack 1

AdWords Growth Hacks Every Ecommerce Owner Should Know

Advertising on Google AdWords can be one of the most cost-effective ways to increase your e-commerce sales, but only if done right.

Generating more and more sales is the ultimate dream of any e-commerce owner who sells online.

You can use Google AdWords to boost traffic and sales for your e-commerce website. Click To Tweet

Google AdWords is a remarkable platform that bridges the gap between the needs of the customers and your products.

Although other platforms have been gaining popularity, Google AdWords still leads the way to let the consumers get the right information about the product and them make the respective purchase.

Google AdWords had proved its worth of being a platform that catches potential customers when they are actively searching to buy what you have to offer.

It offers an extremely high level of accuracy and enables you to reach an exact target audience at the right time and location.

In this blog post, I am going to tell you about the AdWords Growth Hacks that every e-commerce owner should know to fetch far-sighted and long term results.


AdWords Growth Hacks for Ecommerce Owners

1. Using Google Shopping Campaigns to maximize benefits

Google Shopping is an online advertising platform that is specially designed for e-commerce owners to promote and sell their products online.

Shopping Campaigns ecommerce

If you are an e-commerce owner looking to promote your products online, boost website traffic and find potential customers, then Google Shopping is a perfect match for you.

Google Shopping Ads are based on 2 platforms:

(i) Google AdWords is a platform where the shopping campaigns are created and the budget is set. Here, the bids are managed and optimizations are made in accordance with the performance of the campaigns.

(ii) Google Merchant Center is a platform that contains your product feed and details.

Google Shopping Ads appear on the top or at the right side of the organic search results. Click To Tweet

When a search match results from the database of your Google Merchant Center account, then only your shopping ads will get triggered.

These ads display a product picture, price information and the brand name of the store.

Benefits of using Google Shopping Ads

  • Better Click Through Rate

The Google Shopping Campaigns work using the product image and description that makes it more relevant and targeted to the users and their needs. Therefore, the CTR for the shopping campaign is much higher than the keywords based ads.

  • Broader Presence

According to the relevance of the search, more than one of your shopping ads can appear. This means having more visibility in front of your potential customers.

Important things to note with Google Shopping Ads

(i) You should make proper and efficient use of negative keywords. This will prevent your ads from being displayed for irrelevant search queries. For example, is you sell guitars but you do not sell violins, you can specify violin as an exclusion to tell Google not to show your ads when someone searches for violins.

(ii) You can also exclude the keywords that do not have a purchase intent. Like the keywords that do not have the product name, model number, brand etc.

(iii) You can set up Custom Filters based on your product feed.

(iv) Separate Campaigns by Priority. If you have multiple shopping campaigns that have the same product then you can use campaign priorities based on high, medium and low options.

(v) Another important thing to remember is that Image of the product plays a crucial role in the conversion cycle. Ensure that the image you use is of high quality.

To know more about the Google Shopping Campaigns, you can read my previous blog-Are You Running Google Shopping Ads in the Right Way.


2. Use Impression Share to Increase Sales

AdWords can provide an excellent source of qualified traffic who have a high chance of converting to sales for e-commerce websites.

However, there are a lot of e-commerce owners who spend more that they really need to in order to attract the potential buyers. This simply happens because of lack of careful monitoring.

For this reason, it becomes very important for you to monitor the below-mentioned metric.

Impression share is a critical component of AdWords that is often overlooked. Click To Tweet

Impression share is metric in your AdWords account the number of impressions you have received divided by the estimated number of impressions that were available.

The Lost IS (Budget) refers to the percentage of impressions that were not received by your ad due to lack of budget for that campaign.

The Lost IS (Rank) refers to the percentage of impressions that your ad missed out due to the low rank.

There is a common belief that customers only search, click and buy.

Although, this happens the majority of the times. But then this is not true in every case.

During the purchase journey, the customers search and click on a lot of ads before making the final purchase. They use different keywords and refine their search overtime.

Thus, here the importance of the impression share becomes crucial.

If your impressions share for a particular campaign is low, I’m afraid you are missing on a lot of impressions, clicks, and conversions because then your ads may not appear on the first page.

To improve your impression share you can ensure that you use the keywords that are relevant to your ad copy and landing page.

You can also experiment with the bids to see what kind of an impact it has on your impression share.

The more relevant are the keywords to the ad copy and the landing page will make your ads super relevant thereby increasing your impression share.

With increased impression share, your ads will get displayed more quickly for the relevant searches that will increase the CTR for your ads and you will be able to generate more sales.

The Impression Share is often an overlooked metric but it can be a great way to identify additional opportunities and drive more sales.

If you find that you are missing impressions due to lack of budget or because of Ad Rank, you should possibly have a look at the ROI your campaign is generating and focus on the areas that need improvements so that you can generate more sales.

It is also important to monitor the impression share to avoid losing impressions during the peak sale time and also to ensure that you do not miss out some significant volume of sales.

3. Landing Page Optimization

A landing page is that page of your website where the visitors are directed after they click on your ads.

The Landing Page is responsible for converting most of your visitors into customers. Click To Tweet

Whatever your business goal might be, optimizing the landing page will ultimately generate higher conversions for you.

The very first thing to keep in mind is that the landing page is different from the homepage.

The very first mistake made with respect to the landing page is that a lot of advertisers still direct the visitors to the homepage instead of directing them to the landing page.

There is a clear difference between the homepage and the landing page. The homepage is the introductory page of your website while the landing page is a single objective conversion page.

So, do not make this mistake of directing your visitors to the landing page, instead create separate landing pages that elaborately explain your product.

You are an e-commerce owner and you deal with products. So the landing page optimization tricks will be slightly different.

(i) Include a High-Quality Image

The first and the foremost thing that a visitor notices in your ads in the image of the product.

The users like to see the things before they buy them. Since you are selling your products online, they can not hold or feel the product.

All they can do is to look at the image of the product. Thus, you should use high-quality product images with multiple angle shots. Because the product images have the potential to either make or break your campaigns.

To create high-quality product images you should use a consistent image with clear background avoid any kind of distractions.

(ii) Have a Product Zoom Feature

Since you are selling products online so people can’t really hold the product.

Therefore, to make it easy for the visitors to know the minute details of the product, ensure to include a product zoom feature.

Product Zoom Feature

(iii) Incorporate a Wish List to Increase Sales


The Wishlist button comes handy when a certain customer likes a product but is unable to buy it straight away.

The Wishlist button helps the people to remember these products and buy them when the time is suitable.

(iv) Ensure to have a Product Size Chart

Product Size Chart

A lot of products like apparels, shoes, and accessories come in various size. Not all the people that are searching for your product will have the same size.

If you fail to provide a range of size to your visitors, they will reach out to some other site and you will lose potential customers.

Always mention the range of size that your product is available in and do not forget to include a product size chart with all the relevant information.

(v) State the Shipping Cost clearly

A lot of times it is the shipping cost that prevents the visitor from making a purchase. A lot of websites do not include the shipping cost in the beginning and when the visitor is about to make the final payment, the shipping cost suddenly appears making the customer reluctant in purchasing the product.

Shipping Cost

Therefore, to avoid confusion and reduce bounce rate, you should state the shipping cost clearly.

If you are delivering the product without a shipping cost, you need to state that also clearly to initiate more sales. Because the visitors are more likely to purchase a product when there is Free Shipping.

(vi) Show the Expected Delivery Date on the Product and Cart Page

Delivery Date

It is a human tendency that customers do not like to wait long for their products. Waiting for the product sometimes makes the visitor bounce back.

By including a guaranteed delivery date you can initiate more conversions and sales.

(vii) Recommend Similar Products

Recommending similar products is a great way to introduce more products and increase sales.

If a visitor has purchased a footwear, you can recommend similar products to her just like the ones given in the image below.

Related Products

(viii) Use Reviews

Before buying the things online a lot of people base their buying decisions on the customer reviews.

The customers trust online reviews just like the personal recommendation.

So to increase the sales it becomes very important to include customer reviews on your product page.

4. Making Most Out of The Dynamic Search Ads

Generally, an e-commerce store has to manage a lot of products. Sometimes even hundreds and thousands of it.

Many times managing the ads and keywords for each of their products takes a lot of time and effort.

For this problem, Google provides a solution that is named as the Dynamic Search Ads.

The Dynamic Search Ads are the ones that are created by Google for you. Click To Tweet

It allows you to target your users by using the content on various pages of your website.

This saves your time. Because now you don’t need to choose the keywords that a user might use to find your product.

Rather, Google automatically crawls through your website to see which searches are a good match for your products.

When the search query of the customer is relevant to your products then Google dynamically an ad headline that includes words from the customer’s search and the content of the landing page on your website.

Basically, the DSA works best for those e-commerce owners who have a rich content website. Since the Dynamic Search Ads are created by taking the relevant information from the landing page, thus, it becomes really important to have rich content in the website to get the best results from DSA.

DSA quickly directs the potential customers to what they want on your site.

How to Create a Dynamic Search Ads Campaign

(i) Login to your AdWords Account.

(ii) Click on the Campaign tab and select “Search Network Only” campaign from the drop down menu.


(iii)  Select the campaign type “Dynamic Search Ads

Dynamic Search Ads

(iv) Insert your website domain and then move on to the option of targeting specific pages.


The Dynamic Search Ads acts as a time saver for a lot of e-commerce owners.

Because now rather than investing a lot of time to match keywords to landing pages and creating ads, you can let Google create relevant ads which match the query of the user

Before you go ahead with DSA Campaigns, it is better to determine your target pages. In DSA Campaigns you can target the entire pages, specific pages or specific categories according to the need.

Also, you can prevent your ads from showing the out of stocks products.

After you choose the target pages, Google then looks for the searches that have relevance with your products. After locating a search that is a good match for your dynamic search ads, Google then generates a headline.

The headlines contain the search phrase and the content from the landing page that was chosen for your ad.

Google dynamically creates the headline and the URL. You have to just write down the two description lines.


Important things to note with Dynamic Search Ads

(i) The position of the Dynamic Search Ads is same as the normal text ads. The DSA enters the auction just like the keyword based ads and later the position of your ads is decided by the Maximum CPC that you have selected for your dynamic ad target and the Quality Score of the dynamic search ads.

(ii) The Dynamic Search Ads gives you full flexibility over the types of products that you want to show. For example, you don’t want to show ads for “out of stock” products. With the keyword-based ads, this task becomes quite time-consuming, of you have hundreds and thousands of products. The DSA makes your work quite flexible and easy here because when you add the dynamic ad targets, you can simply exclude the landing pages that contain “out of stock” products.

(iii) Reporting the metrics like the Conversion Rate, CTR, CPC etc in DSA is as easy as with the keyword based ads. You can also compare the performance of your Dynamic Search Ads with your keyword based ads.

(iv) You should also use negative keywords with your Dynamic Search ads to get the best results. Negative keyword also prevents Google from matching your web site to anything.

(v) If the nature of your website is dynamic i.e. if your website changes regularly, then you should avoid using DSA Campaigns

5. Taking Conversion Tracking into Account

Conversion Tracking is a method that lets you know that from where the conversion came from, what all factors led to that conversion and where is your budget getting wasted.

conversion tracking screenshot

It is a powerful tool that allows you to identify how properly your ad campaign is working to generate conversions.

With the data that is recorded by conversion tracking, you can see which of your campaigns are working and which are not working.

By viewing these areas, you can optimize bids, ad texts and keywords accordingly.

A conversion could be an online purchase, an inquiry through a contact form, sign up to a newsletter or subscribing through an email. But in the case of eCommerce websites, it is usually the sales.

Conversion tracking is important for an e-commerce owner because it allows you to track the ROI of the clicks on your ads. It also helps you to know if a click can lead to an action on your website.

Conversion Tracking helps you to track the keywords that lead to a particular conversion. Click To Tweet

By this, you can identify the most valuable keywords in addition to the keywords that are not providing value to you.

According to this important information, you can optimize the keywords.

Next, after identifying the keywords that initiated a conversion, you can also cross reference the value of each conversion with the amount spent on clicks for each of those keywords.

For example, if you spent 2 Dollars on a keyword named “X” and it resulted in a purchase worth 20 Dollars. And you have access to data that allows you to evaluate the value of that specific keyword.

You can now assign more budget to campaigns that have similar keywords or you can even introduce more variations of that keyword to initiate more sales.

Conversion tracking is exceptionally easy to implement. All you need to do is insert a snippet of code on the landing page that a visitor reaches after they have completed a conversion.

This could possibly be a “Thank You Page”.

AdWords gets this code for you to paste on your relevant landing pages. You can get this code you go ahead with the signup steps for conversion tracking.

If you are an e-commerce owner and wants to track the purchase of your product on your online store then you must implement conversion tracking in your AdWords strategy.

6. Increase Brand Awareness through Customer Match

Customer Match is a feature in Google that shows ads to your customers based on the data that you share with Google which is further based on the data about your customers.

It allows you to show your specific ads to searchers who are logged in with their email addresses on Google, YouTube or Gmail.

Customer match is a very useful strategy if you have a strong email database. Click To Tweet

It shows your highly targeted ads to potential or existing customers at specific times.

Customer Match

Customer Match 1

Customer Match 2

Customer Match works in the following way:

(i) You will have to upload a data file of email addresses that your customers have given you.

(ii) You will then have to create or update a campaign to target your Customer Match audience.

(iii) When these users are signed into their Google Accounts, they will see your ads when they use Google Search, YouTube or Gmail.

Suppose you are an e-commerce owner that deals in shoes. The keyword “shoes” is very expensive to advertise because it is very broad and also has very high competition.

With Customer Match, you can show your ads to searchers who have previously made a purchase from you and now search for “shoes”.

Although the cost of the keyword will not get lowered but since the interest of the searcher is high so there are more chances that the purchase will be made.

It is a fact that the customer who returns have more chances of conversion than the new ones.

Here are some ideas on how you can you use Customer Match into profitable use:

(i) Convert Subscribers into Customers

If you have leads who have subscribed to your newsletter, you can use Customer Match to show specific ads to these people. This is highly effective because by subscribing to your newsletter they have already shown interest in your website. Hence, they are more likely to convert into customers.

(ii) Convert Past Purchasers into Future Customers

People who have made a past purchase from your website are more likely to make a purchase again. By using Customer Match, segment the past purchasers into groups like one-time purchasers, two-time purchasers and so on.

Remember, the more the customer purchases from your site, the more you should invest in bringing him back.

Since the conversion rate is high for the past purchasers, so they are worth the high bids and CPC.

(iii) Revive the Seasonal Shoppers

If your product gets purchased in a particular season, then you can reach out to existing customers at the right time.

If a customer purchased rain boots in the rainy season the same customer could be looking for a pair of sandals in the summer season or warm boots in the winters.

With Customer Match, you get a chance to invite that customer and offer the products that go are much needed during that season.

I have already discussed Customer Match and RLSA in detail in my previous blog.



While getting the most from the Google AdWords Ecommerce Campaigns requires some time and attention in detail. It is actually worth putting that much of effort.

For e-commerce owners, Google Adwords is a perfect platform to connect interested shoppers with your products.

If you are an e-commerce owner, looking to expand your customer base and sell more products. By far Google Adwords is the best platform ever. Only the right approach and management is what that makes the difference. Hopefully, the above growth hacks were helpful enough to let you increase your e-commerce sales with Google AdWords.

Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.
build trust with ppc clients

How To Build A Trust Relationship With Your PPC Clients

Every PPC agency knows their clients are their biggest assets.

Without clients, there would be no purpose for their business at all.

But getting clients isn’t enough. You need to retain them and use your relationship with them to promote yourself to other potential clients.

However, this can only be done once trust is established and a relationship is formed.

In the business world, trust is extremely important, especially when it comes to forming a relationship with your clients. With trust, you will have clients for life.

PPC agencies who build trustworthy relationships with their clients witness greater success. Click To Tweet

While expertise and skills are definitely required to construct a successful business strategy. Building trust with your PPC Clients is one of the most important factors to determine the success of your PPC agency.

As trust is a critically important in enhancing your business relationships with your clients.

Just like an old age saying, “The most expensive thing in the world is trust. It can take years to earn and only a matter of seconds to lose.”

Building a level of trust with your clients takes a lot of hard work and time.

Hence, it can be easily achieved with the help of these 6 helpful tips.

1. Understand The Business Goals and Expectations of Your PPC Clients

Understand the goals and expectations of PPC Clients

You just cannot deliver good results for your clients if you have no idea about their business goals and expectations.

Your clients are the lifeblood of your PPC agency.  And not properly dealing with them could lead to an overall negative impact on your agency.

Therefore, perfectly understanding the goals and expectations of your clients is typically essential in building trust with your PPC clients.

From the first day itself, layout a plan for them on exactly what needs to be there to create a profitable PPC campaign.

As a PPC agency, it is your responsibility to tell the client about the possible current scenarios that is happening in the PPC world.

Apart from understanding their business goals and expectations, make a clear of what they define as success.

Generally, different clients have different definitions of success.

Some clients may want to maximize their leads, so make sure that you inform them well about the strategies and techniques that are required in creating Lead generating PPC Campaigns.

Also, it is pretty obvious that you measure the performance using the PPC metrics.

However, the client may sometimes not have any idea about these metrics.

Take your time and help them to understand the basic PPC metrics. Click To Tweet

It is always better to clearly explain the process of account setup, running process and optimizing strategies to your clients as that will make it easier for the clients to set expectations accordingly.

2. Connect To The Clients on a Personal Level

 connect to the client on a personal level

Instead of just being another PPC agency that works for a client professionally, connect to the client on a personal level.

Build a form of friendship with them, as it is one of the strongest interpersonal bonds. Click To Tweet

PPC marketers these days work super efficiently when it comes to targeting keywords, creating ads, bidding strategy, landing page optimization, reporting etc. But often overlook the role of customer serving agents.

After all whatever you are doing is for your client only so going a step ahead with your clients will only make your relationship with your client simpler and strong.

Instead of just being a paid worker, try going a step ahead and be friends with your clients. There is absolutely no harm in discussing anything that is outside professional terms.

The personal connections can help you to ensure that your clients are retained even though the performance level shrinks a bit because they will be more likely to be patient with you.

And since they trust you, so you can ensure them of getting the performance level back to normal again.

You can make suggestions to them and provide them with promotion based offers that do not imply to your work description.

It will make them feel that you are a part of their team and this in return will help you in building trust with your clients.

3. Communicate Effectively

communicate effectively

Communication is the most important pillar of any PPC agency.

Not only PPC managers have to be good with numbers, analysis, planning, creativity, and marketing skills

But also they have to be good with handling clients and client communication.

Communication allows you to build stronger client relationships that are embedded on trust. Click To Tweet

There are many simple ways of communicating with your clients like phone calls, emails, meetings, and reports.

Throughout the week, keep a track of all the work that you have been doing in the PPC account of your client.

Then at the end of the week, send them a quick updated report of what you have been doing the entire week along with the most detailed explanation.

When a client sends and emails or calls you, make sure to answer them.

Even though if you are too busy to answer at that very moment, ensure that you respond to them as soon as possible.

Because this shows that you actually care about them and build a strong trust relationship with them.

It is quite obvious that there might be some highs and lows in the campaigns.

So, in order to balance them some backup, on the spot strategies, are applied which the client is not aware of.

Therefore, communicate the situation to the client and reasons behind the application of those strategies.

There are a lot of clients that give you a specific budget and ask you to limit your work within that.

For these clients, communicate where and how the budget is implied and how much of a return it is fetching.

Make a communication plan for every client and abide by it strictly.

A clear communication is one the forceful factors that lead to building a strong trust relationship with your clients.

4. Be Transparent With Your Work

be transparent with your work

Always be transparent with your work.

Provide them the access to everything that you use. Ensure that they have access to their website analytics and online ad accounts.

It is possible that the client might make some kind of error in the website analytics or PPC accounts.

However, restricting access is not the solution.

You can keep your clients informed about the changes that you are making. This will further avoid all the confusion between your and their work.

For example, the client may edit some filters created by you without even telling you. So that brings disharmony between you and your client.

And since, you do not want that, so keep them updated with all the changes that you make in the accounts.

When your clients have full access to the website analytics and ad accounts, you show them that you trust them enough to directly have a look at the ad results.

In return, they can see that everything that you are doing is transparent and you are not hiding anything from them.

It is natural that sometimes you can miss the deadlines, the strategy is not executed properly or simply you just forgot to do make the relevant changes.

As humans, we are bound to make mistakes.

So instead of hiding them or covering up, you should tell about them to your clients directly.

To build trust with your clients, you have to be honest no matter what. Click To Tweet

Be transparent as transparency means that you have nothing to hide.

It is always good to update them with the positive results but to bring out the negative results before the client notices is a sign of sincerity.

This will show the client that you are constantly monitoring the campaigns. And your clients will also respect the fact that you are truthful and honest towards your work.

5. Perform Consistent Reporting

 perform consistent reporting

Reporting is one of the best ways to show your clients that you have made a great progress.

A good report should be easily understandable by the client.

Firstly, get a hold of all the important PPC metrics that are important to your client. Then, you can provide reports telling them how have you worked on those metrics and what are the results.

A lot of clients basically do not understand the PPC terminology. So make sure that you provide a detailed explanation of all the metrics in the report.

Client reports should include the final numbers of each metric. There should be a proper explanation of the corresponding metric and the comparison of the stats with respect to the previous month.

While most of the time the clients want is the stats but sometimes they may even want to know how your PPC efforts resulted in those statistics.

For this, explaining the strategies is important.

Just before sending the reports to your clients, have a thorough look of it to see and rectify the errors.

Make your reports easy for clients to comprehend.

Provide your clients regular and scheduled weekly or monthly report. Click To Tweet

The weekly report may be based on the basic points and the stats that were changed that week.

But the monthly report has to be more detailed and explanatory.

Reporting is another factor that builds trust with your clients because it is a way to show that you are working diligently for your clients.

6. Keep Your Promises

keep your promises

It is extremely easy to promise great results but failing to deliver that promise can harm the trust that you have built over a course of time.

A client has a certain expectation and you should be honest about meeting those expectations.

If the expectation cannot be fulfilled due to any reasons, clearly tell it to the client and then you can work together to find a solution to that.

To prevent the negative impression of your agency with respect to the commitments, always promise the realistic.

Do not go out of your way and promise what is difficult to achieve just to please your clients. Click To Tweet

Always follow up your promises. If you promise you the client, that they will see an increase in their Conversions in the first month after setting up the account.

Make sure that you strategize your techniques in such a way that the promise you made is fulfilled. That is how to gain trust and confidence.

Final Thoughts

Ultimately, maintaining a strong trust relationship with your clients’ means that you are delivering what you are promising. Moreover, the clients are also happy and satisfied with your performance.

Building a trust relationship with your clients is a tough task and requires a lot of effort.

But at the end, all the hard work is paid off when you get to know that your clients trust you.

And by now you have clients that are going to remain with you in the long run.


Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

Know How to Optimize AdWords with Google Analytics

Due to its ever increasing popularity, Google Adwords has become a popular mode of online advertising for many businesses be it small, medium or large.

These businesses rely on Google AdWords because of its potential to assure immediate and qualifies traffic to their websites.

The platform of AdWords offers many metrics that correlate with the performance of your AdWords campaigns and also helps you to measure the success of your AdWords campaigns.

These metrics are impressions, clicks, Cost per Clicks, Conversions, Cost per Conversion, Click Through Rate and a lot more.

There is no doubt that AdWords is one of the best ways to get clicks and conversions.

But, through AdWords reports you only get to know the total number of the certain metrics.

What happens between the process from clicks to conversions remains a secret.

To reveal the secrets of the conversion funnel you need to use Google Analytics. Click To Tweet

How does Google Analytics complement Google AdWords?

Google Analytics allows you to track the important metrics and tells you about the user experience and gives you the best information on how you can improve the performance of your website.

Google Analytics check the effectiveness of the of your AdWords campaigns. Click To Tweet

It gives you insights of what visitors do on your website and how many of them are converting, what is the time duration of conversion.

Google Analytics also finds out ways why some of your visitors are not converting and what all you can do to reverse this action.

By monitoring the important metrics in according to your campaign goals, Google Analytics helps you to determine what all factors you have to take into consideration to optimize your AdWords campaign.

Thus, by linking Google Analytics to your AdWords account, you can analyze customer activity on your website.

You can import the goals and transactions of Google Analytics and view the data of Google Analytics in your AdWords reports by linking the AdWords and Analytics account.

How to Link AdWords and Google Analytics

To link AdWords and Google Analytics, you will need a Google account to ask for the following permission:

After getting the respective permissions, follow the given steps.

1: Sign in to your AdWords Account

2: Click the Gear menu and then select Linked Account

Linked accounts

3: Under Google Analytics, click on the View Details. Here you will have a list of the Google Analytics properties that you have access to.

Google Analytics

4: Click on the Setup Link, next to the property that you want to link to AdWords. Here, you need to choose a property for your business that you want to advertise with AdWords.

5: Next, you will see either of the 2 screens explained below.

Screen One

If the property that you choose has an only single view, then you’ll see the name of that view. Then import the site metrics so that you can see Google Analytics data with AdWords reports.

Screen Two

If the property has multiple views, you’ll get to see a list of views that you can link from this property. There are 2 setting for multiple views property:

(a) Link: With this, you can link as many views as you want. The click and cost data will be available in the Analytics and the goals and transactions of Analytics will be imported to AdWords.

(b) Import Site Metrics: This one is highly recommended. Here, you can choose one metric to import the site engagement metrics. It also shows the site engagement metrics in the Google Analytics reporting columns of your account.

Site Metrics

6: Click Save.

Google Analytics+AdWords= Improved Performance

AdWords and Analytics

On one hand, Adwords tells you about how much money your ads cost and how many clicks and conversions are you getting, while on the other Google Analytics describes what all is happening during the conversion funnel.

To boost the AdWords campaign's performance, AdWords and Analytics make a perfect match. Click To Tweet

Apart from the impressions, clicks, Cost per Click, conversions, Cost per Conversion and CTR, there are few more metrics that give you a complete view of what all is happening in your AdWords Account.

These metrics are the Bounce Rate, Page Visits, Average Visit Duration and % of New Visits.

Before going into much depth, there are few things that need to be explained first.

As the users are becoming more and more organized in their manner of searching and the path from the initial search to conversion becomes longer.

This conversion path is known as the Attribution Path and the detailed description of this Attribution Path is called the Attribution Report.

The Attribution Report basically records the searcher’s path to conversion. Click To Tweet

The Attribution Report data is found in Tools>Attribution


In Attribution, there are various reports that help you to understand different views of your conversion data.

(A) The Attribution Overview Report

It gives you a top-level view of your conversion paths. It tells you the number of conversions you received along with additional data that tells how many days, clicks and impressions lead to the conversions.

(B) The Conversion Reports

If you are involved in multiple conversion actions, this report will tell you how many conversions you received for each of the particular conversion action.

Under the Conversions Report, the Assisted Conversions Report showcases the number of conversions that your ads assisted.

The Assisted Conversion is further divided into parts:

  • Click Assisted  Conversions

This shows the number of conversions that are assisted by clicks for each keyword excluding the last click.

  • Impressions Assisted  Conversions

This shows the conversions that are assisted by impressions before the last click.

(C) The “Cross-Device” Activity Reports

This report shows you valuable information about how your customers use different devices on their conversion path.

(D) The “Paths” Reports

This report shows you the most common path that your customers take to complete a conversion. It provides information that is based on the ads that were displayed or clicked before the conversion took place.

(E) The “Click Analysis” Reports

Two Reports come under this i.e. First Click Analysis and the Last Click Analysis.

  • First Click Analysis: This report shows you which keywords brought customers to your website.
  • Last Click Analysis: This report tells you about the keywords that completed the conversion.

(F) The Attribution Modelling Report

This report tells you about the marketing channel that led to the conversion. An attribution model is basically a set of rules that shows how the credit for conversions is assigned to steps on conversion paths.

Let us move forward to the insights of how can you improve the profitability of your AdWords account by linking it with Google Analytics.

1. Think Twice Before Deleting Non-Converting Keywords

Non Converting Keywords

Let us just say that you have a group of keywords in your AdWords account that has zero conversions.

Now, instead of deleting them, pausing them or lowering their bids intensely, remember that you see the last click conversion in AdWords.

So, the last keyword that got the click gets the credit for that particular conversion.

Quite often the under performing or the non-converting keywords indirectly help other keywords in the account to convert.

Therefore, pausing such keywords that initiate conversion in another area of your account will surely damage the overall profitability of your AdWords account.

However, it is possible that there are certain non-converting keywords that do not even assist impressions, clicks, and conversions.

Given below are two options to check for this kind of keywords.

(i) Check if these keywords have high engagement:

Page Sessions

If the non-converting keywords have high “Avg. visit duration” or “pages/visits”, means that there is no problem with the keywords. Instead, the problem is on your website where the users are unable to find what you had promised in your ad.

The solution to this kind of problem is trying and experimenting with more relevant landing pages.

(ii) Check the “% new visits” columns for these keywords:

New Visits

You need to check this column to see your if your keywords are driving in new users to the conversion funnel or not.

If the keywords drive a lot of new visitors, then you can either use the Search Funnel Report in AdWords or the Assisted Conversion Report in Google Analytics to check whether these new visitors convert or not.

And if they convert, what all different keywords do they use and through which channel do they convert.

2. Locate The Irrelevant Landing Pages Quickly

Landing Page Report

Another factor that is responsible for the poor performance of the AdWords campaign is having irrelevant Landing Pages.

Do not forget that a landing page holds a lot of importance in the conversion funnel. Click To Tweet

If the landing page is not correlated with the ads or if conversion Call-to-Action is hard to find on the landing page, the user is more likely to bounce back.

There are a lot of times when the advertiser creates the most relevant landing pages but still, the performance remains unsatisfactory.

There arises a need to find the bad landing pages quickly that are degrading the performance of the AdWords campaigns.

For this, you need to use the “Bounce Rate” and “Avg. time on site” column along with the “Conversion Rate” column to locate the non-converting and non-engaging ads.

After finding out the non-performing ads, separate them and apply the best possible solutions to them like creating a more relevant landing page with a single conversion objective, targeting more relevant keywords or creating a compelling Call-to-Action.

Furthermore, if your website has a high bounce rate, check and separate the elements that hinder your trustworthiness from your users.

AdWords is sufficient enough in finding an irrelevant landing page but it lacks behind in aggregating the data.

This is where the Landing Page Report of Google Analytics comes at hand.

In Google Analytics the Landing Page Report can be found by visiting:

Behavior>Site Content>Landing Pages

In the screenshot given above, the metrics taken into consideration are Bounce Rate, Avg. session Duration and Transactions.

In order to become effective when it comes to relevant landing pages, you should look at the data for the landing page within your whole account.

If you have a lot of ad groups that have the same landing page URL, then Google Analytics summates the statistics for you to easily locate the bad landing page.

3. Focus On Micro Conversions When There Are No Macro One

Micro Conversions

Google AdWords has this common problem that it is difficult to track the different types of conversions.

This problem basically arises when you do not want to treat all the types of conversions as the same.

Let me give you an example for this, suppose that you have 2 campaigns.

The goal of the first campaign is to sell products while that of the other is to build an email list.

If you track both the conversions, it will become hard for you to segment the conversions for each of the campaigns.

In AdWords, you have few possible outcomes for this problem. Like you can choose to count just converted clicks if you do not want to double count leads.

However, in Google AdWords, it is not easy to see the data that has been broken out by individual conversions.

On the other hand, in Google Analytics you can easily customize an AdWords campaign report to show several types of goals simultaneously.

This makes it much easier for you to understand what your users are doing after they click your ads.

This data can also be used at times when you are unable to drive the expected conversion.

By having a look at the different types of conversion types, you can check the keywords are resulting into a micro conversion or not.

A micro conversion is that type of conversion that predicts a sale in the conversion funnel. Click To Tweet

Some examples of Micro Conversions are Time On Site, Scroll Depth, Form Field Completion and Button Click.

4. Create Intelligence Alerts

Create Intelligence Alerts

With Google Analytics, you can take your monitoring process to the next level. Click To Tweet

After linking your AdWords account with Google Analytics, you can create alerts for specific benchmarks that can alert you when that particular benchmark gets hit.

Google Analytics, with the help of the intelligence alerts, can help you to identify the positive and negative changes in your campaigns.

You should also review these alerts regularly to monitor significant changes.

You can set an alert to the most important landing page when the bounce rate is more than 60% and find ways to reduce the bounce rate.

5. Track Complex Conversions with Google Analytics

Track Complex Conversions with Analytics

Google Analytics not only tracks the simple conversion easily. It also has the potential of tracking more complex and complicated conversions as well.

Although the AdWords conversion tracking code is capable of tracking the simple conversions. But when it comes to more complex and complicated conversions, AdWords somehow lack that kind of capability.

Since there are a lot of advertisers who want to track more metrics than just the basics.

Perhaps, there arises a need for Google Analytics that comprehends the need for tracking the complex conversions and tracks the complicated metrics easily.

Google Analytics have the potential of tracking complex and complicated conversions. Click To Tweet

For example, if you have an ad that has a call extension and you are supposed to keep a track of the calls, the call duration, and other specifications of the call.

With AdWords, it might seem a little tricky task as call tracking is one the complex conversions. So, you can use the virtual page of Google Analytics to view the specifications of the call tracking.

Final Thoughts

Perhaps, there are several benefits of linking your AdWords account with Google Analytics account.

Like, you can use “pages/visit” to check if users are finding it difficult to locate the things that your ads promises.

You can also check “% new visits” and “first click conversions” to see if the ads are bringing in new visitors and which initial keywords are responsible for conversions.

You can easily find the landing page that is degrading the performance of your whole campaign.

And then can track complex conversions such as phone calls and video plays.

Google Analytics and AdWords are immensely valuable tools for marketers. They help them to gain profitable insights for the optimization of their online marketing efforts.

Linking AdWords account with Google Analytics ensures the availability and access of all the data related to the campaign.

As an advertiser, you have an access to all the data available. With this, you can easily make informed decisions on the optimization of the AdWords Campaigns.

Pradeep Singh

Pradeep has over 6 years of experience in handling large budget PPC accounts. Pradeep has strong ability to explain and suggest recommendation for large budget accounts.

Pradeep is known to deliver high ROI within one month. Pradeep has very good skills in MS Excel for campaign management. Pradeep is Google Adwords, Bing Ads and Google Analytics certified professional.

How To Spy Your Competitors With These PPC Tools

Irrespective of the fact that whether you are a small, medium or large business, your customers are the soul of your business. And if you are into PPC Marketing, you probably spend a lot of time conducting research on your potential customers.

Knowing their interest, likes and dislikes, what they are searching for, and thereby tune all your strategies according to your potential customers.

All this you do so as to make your PPC campaigns more effective and conversion generating.

But there is one more thing that can elevate your PPC campaigns.

Competitor analysis or competitor research.

What is Competitor Analysis?

Competitor Analysis

Competitor analysis is the process of identifying your competitors and assessing their strategies, strengths, and weaknesses.

It is a very integral part of your PPC campaigns because your competitors can provide you with a plethora of information that will not only upgrade your PPC campaigns but will also increase sales and leads for you.

If you have just started with PPC marketing, competitor analysis optimizes your strategies and enhances your profitability.

To conduct a solid competitor analysis answer these questions about the following:

  1. Your competitors.
  2. The products/services do they sell.
  3. Strategies of the competitors.
  4. Strengths and weaknesses of the competitors.
  5. The kind of threat that you have from your competitors.

You can collect information about your competitors and start developing your strategies according to that.

There are many ways to analyze your competitors you can either conduct a competitor analysis manually or can even use a tool.

While it is possible to collect plenty of data manually but it is always better to use tools because they can provide you with improved and accurate data in comparatively less time.

Whereas the tools are concerned, there are numerous free as well as paid tool.

You can use either of the tools according to your choice and priority.

Here, let us look at some top PPC tools that can help you to have a deeper insight of what your competitors are doing.

1. iSpionage

Google Images

iSpionage is an advanced and paid keyword research tool that allows keyword management and competitive analysis features.

It is a useful tool for those PPC marketers who are looking to get competitive intelligence data to optimize their PPC campaigns. It also lessens the time that is required to create campaigns especially when it comes to keyword research and launching of campaigns.

It gives you an insight of the competitors’ keywords, ad copy, and budget. It basically provides a little bit of information for free and more information is available with a paid version.

Apart from showing the keywords and ads of the competitors, if you get an upgraded version, you can even build new campaigns with the information you find.

The best use of iSpionage is that it has the ability to find out what your competition is doing, giving you a high comparative advantage.

The pricing for this tool is based on 4 modules:

  • Basic:

Monthly Package= $29 per month. 6-Month Package= $24 per month.

  • Starter:

Month Package= $59 per month. 6-Month Package= $49 per month.

  • Professional:

Month Package= $99 per month. 6-Month Package= $74 per month.

  • Advanced:

Month Package= $299 per month. 6-Month Package= $149 per month.


2. SEMrush

Google Images

SEMrush is another PPC tool that provides top information about your competitors.

It quickly allows you to find out your advertising competitors based on the keywords you plan to target.

It takes a different route to PPC strategies than iSpionage.

Within the free version of SEMrush, you can type in your competitor’s website and view their ad text, the average position of keywords, the percentage of total keywords and their competitors.

With the paid version, all these statistics are increased and you are entitled to get more data as compared to the free version.

The best use of SEMrush is that you can have a look at the top organic and paid competitors for a particular keyword in Google and Bing.

SEMrush also allows you to track information for your competitor’s Facebook and Bing accounts.

It has an easy-to-use graphical interface and can keep a track of your competitors.

Pricing for this tool is based on 3 modules:

  • Pro:

$99.95 per month.

  • Guru:

$199.95 per month.

  • Business:

$399.95 per month


3. Keyword Spy

Google Images

With Keyword Spy, you can literally spy on the keywords of your competitors.

It allows you to discover the competitive perspective by showing your competitors’ PPC campaign strategy and exposing the most profitable keywords and ad copy that they use.

Keyword Spy gives you the access to your competitors’ PPC ads and all the metrics that come under it like the ad copy, keywords, search volume etc.

Keyword Spy uses a unique ROI indicator to see the value of the keywords.

It provides an extensive data on competitors’ keywords and also offers detailed information for PPC associated marketers.

Keyword Spy has 3 different accounts i.e. research, tracking and professional.


The research section extensively focuses on competitors and general market research. It’s recommended users are individual marketers and PPC researchers. It is used for researching competitor’s keywords and understanding their strategy. The pricing for this module is $89.95 per month.


Tracking is a comparatively different process. Once you have collected the keywords using the research tools, you master the keywords that you are about to target. It’s recommended users are mid-level PPC companies and individual. It is used for tracking keywords. The pricing for this module is $89.95 per month.


This is a combo pack of the research and tracking modules. It also provides the access to affiliate reports. It’s recommended users are multinational PPC companies. The pricing for this module is $139.95 per month.


4. SpyFu

Google Images

SpyFu is an industry leading competitive research tool with remarkable features.

It allows you to see every possible place where your competitor has shown up in Google.

SpyFu also includes all the keywords that they have brought and all the ad variations that they have used.

It works in the same manner as SEMrush when it comes to providing competitor’s data.

With the help of this tool, you can compare your campaigns with those of your competitors.

SpyFu helps you to discover the most profitable keywords that you were missing It also helps you to eliminate nonperforming keywords that were wasting your budget by suggesting negative match suggestions.

The best use of SpyFu is that it reveals the most important and profitable keywords of competitors based on their advertising history. You can view actual ad copies that your competitors have been running.

Simply type the web address of the competitor and you will get to see the estimated budget, clicks, keywords, ad texts and ad position.

The pricing for SpyFu is based on 3 modules:

  • Basic:

Annual Package= $44 per month. Monthly Package= $49 per month.

  • Professional:

Annual Package= $74 per month. Monthly Package= $99 per month.

  • Team:

Annual Package= $199 per month. Monthly Package= $299 per month.


5. Adbeat

Google Images

AdBeat is another PPC spy tool.

It allows you to browse the top ads and ads by format like text, flash, videos etc.

Adbeat also lets you discover and competitor strategy and spy on the ad copy with split testing.

With Adbeat, you can uncover your competitor’s online strategy and see what works in favor of them.

It allows you to instantly reveal any of your competitor’s best ad copies, landing pages, and overall PPC strategy.

You can also see the number of days an ad was live and also the exact dates when the ad was first and last seen.

The pricing for Adbeat is based on 3 modules:

  • Standard:

$249 per month.

  • Advanced:

$399 per month.

  • Enterprise:

You need to contact Adbeat to get the demo.


6. WhatRunsWhere

Google Images

WhatRunsWhere is another PPC spy tool that allows you to see your competitor’s advertising strategy in Google AdWords.

It includes tracking of text, display, banner and mobile ads.

The best use of WhatRunsWhere is that you can see your competitors’ entire PPC strategy to see where you can improve on or what changes do you need to bring in your strategies.

You can research on where your competitors are running their ads, which ad copies are they using, for how long their campaigns have been running etc.

The pricing for WhatRunsWhere is based on 3 modules:

  • Desktop Awareness:

$299 per month

  • Desktop+Mobile:

$399 per month

  • Enterprise:

You need to contact WhatRunsWhere to get the demo.


7. The Search Monitor

Google Images

The Search Monitor is an accurate Ad intelligence tool for the competitors at the enterprise level.

It allows you to have full visibility into the PPC strategies and techniques of your competitors.

The best use of The Search Monitor is that it tracks ad rank, ad copy, targeted keywords, click rates, Cost per Click, monthly ad spend, and other PPC metrics.

The Pricing for The Search Monitor starts at $499 per month.


8. Adgooroo

Google Images

Adgooroo allows you access knowledge about your competitors’ PPC strategies including the keywords, ad copy, landing pages, ad spend, impressions, clicks and much more.

It goes into an in-depth analysis of your ad copy and the landing page along with the ad copy and landing page of your competitors.

With Adgooroo, you can access the PPC strategies of your competitors on the desktop as well as mobile.

It offers a complete picture of PPC marketing landscape.

It enables you to view current and historical data that includes the ad spend, statistics, keywords, ad copy in comparison with any of your competitor across desktop, tablet, and mobile search.

The pricing for this tool is not listed on the website as yet.


Final Thoughts

In order to make your PPC campaigns effective enough, give relative importance to your PPC competitors as well.

Doing a competitor analysis is a step towards building an effective and efficient PPC strategies to gain a better understanding of what makes your campaigns unique.

Competitor analysis always begins with identifying present and potential customers.

Ensure that you analyze your competitors along various dimensions like keywords, ad copy, landing page, budget, strategies, strengths, and weaknesses.

Do not lose sight of your overall PPC objectives while focussing on competitor analysis.

However, competitor analysis is just a part of your PPC campaigns and not the sole reason to make your PPC campaigns efficient.

Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

Amazingly Good Reasons Why PPC is Important for Your Business

In this era of digital marketing, PPC has proved its worth of being one of the best platforms for online advertising.

It has rapidly evolved itself into the digital advertising channel and has become a significant part in the success of online businesses.

It has become so efficient over time that even experts and successful businessmen have recommended it as a means to promote business online successfully.

What is PPC?

PPC stands for Pay-per-click, a platform for online marketing where the advertiser is entitled to pay the search engine a sum of the fee each time the ad gets a clicked.

It is basically a method of buying visits to your websites rather than earning the visits organically.

A general idea about PPC advertising is that with this you get to reach targeted audience fast by selecting options of who can see your ads and when someone performs a click on your ad, then only you pay.

The revenue that marketers are generating from PPC has increased drastically. Click To Tweet

Also with the increase in digital devices and people becoming more tech savvy at the grass root level, more businesses have become digital.

Therefore, it becomes essential to incorporate PPC in the digital marketing strategies.

Owing to so much importance, let us see how PPC is relevantly important for your business.


1. Pay For Only The Clicked Ads

PPC is indeed a very straightforward platform for online advertising with no hidden complexities.

In a PPC campaign, you pay Google (or any other search engine) for listing your ads on the top and right of the organic search listings.

When someone clicks on your ad, you will have to pay the current Cost-per-Click from your budget and once the budget gets depleted, Google stops playing your ads until you replenish the fund.

But it is worth noting that the Cost-per-Click is just a trivial part and doesn’t hamper the estimated profit.

For example: If you pay $5 for a click but the click results in a $200 sale. There you have made a huge profit.

In PPC, the advertiser only has to pay when the viewer clicks on the ad. Click To Tweet

It gives businesses full prove chances to maximize their return on investment.

Most of the businessmen prefer PPC advertising because with this they are well aware of their expenses and this awareness plays a crucial role in determining other marketing strategies.


2. Budget Control

The budget is the core element of any business and holds utmost importance.

Here, you can set your financial plans for PPC advertising and can even control the complete expenses.

You have all the power to set the budget according to your needs.

With it, specific daily and monthly budgets are set to make sure that you do not exceed your budget limit.

The PPC budgets can be edited according to requirement and whenever necessary. Click To Tweet

It is pretty obvious that you will not be able to fetch great results with a limited budget because the results depend on how competitive the keywords and industries are.

Even though you can not see huge results by having a limited budget, yet PPC can provide you maximum support to enhance your online visibility.

Unlike traditional advertising where you had no idea of your budget spend, it keeps a track of your budget so that you have a clear cut idea of where your budget is going.

You can further control your budget by knowing the budget flow and hence can lay your strategies according to it.


3. Targeted Ads

With PPC, you can exactly choose the space where you want your ads to get displayed.

This means that you can make your marketing campaigns as targeted as possible through PPC.

PPC permits precise targeting with keywords, interests, and demographics. Click To Tweet

In this way, it ensures that your ads are displayed to the correct audience at the right time so that you generate real and relevant leads.

To target mobile users, who are exceeding all the other device users, you can use device-specific preferences.

With the help of retargeting options, you can reach out to people who showed an interest in your product/service.

It also helps you to deliver specific messages to your target customers at the prime time when they are most likely to convert.

Unlike the natural results displayed in the sponsored results, the PPC ads can be changed, tested and optimized to get the maximum effectiveness.

The concept of testing of the PPC ads allows marketers to know which combination of the keyword and ads work the best.


4. Immediate and Consistent Traffic

PPC is the fastest platform to run ad campaigns and to get immediate traffic from it.

You can easily set up a PPC campaign in about half an hour or so.

In that sense, you as an advertiser can get your ads on the first page of the SERP with an hour of campaign setup and activation.

This feature is extremely integral for new websites that are looking for exposure and visibility.

Also, with this, you can generate significant conversions within weeks.

PPC has the power to get you traffic that is both immediate and consistent. Click To Tweet

Because getting immediate traffic is not enough, the traffic should also be consistent enough so that your campaigns have a place in the long run.

Sometimes, getting huge of traffic on a regular basis can sometimes be hazardous for the website.

The website can be damaged to beyond repair at times.

With reference to this, it acts a savior as it controls a huge amount of traffic because the traffic amount is directly tied to the advertiser as to how much he is willing to pay for a click.


5. Quicker Results

Organic search results are one of the most reliable sources for achieving long term online marketing goals.

But due to the fact that it takes a longer time to give out results. PPC is sometimes preferred over it to ensure the incoming of faster results.

PPC has the potential of showing results very quickly in terms of traffic, sales, and leads. Click To Tweet

By investing in PPC advertising, you can maximize your online profits easily.

There are a lot of factors behind the efficiency of a PPC Campaign.

If you get a chance to understand those factors by being more focused on them, you will be satisfied to look at the conversions and traffic that you will get.

In a nutshell, PPC gives you a substantial amount of traffic for a predictable amount of money in less time.


6. A Higher ROI

The ultimate goal of any marketing campaign is to generate the highest possible Return On Investment (ROI).

By displaying your ads in the most relevant online places, your ads are displayed to the most specific target market.

PPC ensures that you are able to generate valuable Click Through Rate and a higher ROI. Click To Tweet

Since in PPC you only pay when your ad gets a click. Thus, it makes it easy to manage your costs and to calculate your estimated ROI.

Advertisers love PPC advertising because it allows them to make the key change in the optimization strategies to improve the Quality Score.

This, in turn, increases the ROI for your PPC campaigns.

It is one of the most profitable marketing channels when it comes to generating higher ROI. It drives qualified traffic to your websites or landing page relatively quickly and starts generating conversions.

So, it is obvious that after an enormous increase in the conversions, the ROI will automatically increase.


7. Apply Geo-Targeting And Ad Scheduling

google maps

Geo-Targeting and Ad Scheduling are among the top features that are provided by PPC advertising.

Geo-Targeting is an important element of your PPC advertising platform because it will help you exclude those users who are outside of your target location that you do not want to bid on.

This will indeed help you to save your ad spend and will increase the value of analytics collected from the user behavior.

Unless you are a global company, you don’t need to target the world.

You need to display your ads only in front of your target audience.

Geo-Targeting allows you to target your ads to potential customers in certain location or locations that you specify to meet your business goals.

Ad Scheduling

Ad Scheduling is another feature of PPC advertising. It allows the advertiser to select specific days and times of the day to run the ad.

Showing your ads 24/7 can be costly for any business and will most likely to lower the ROI. Click To Tweet

If you are familiar with the day or time when you get the best response from your customers. You can schedule your ads for that day or time.

By this, you will be able to show your ads to your customers when they are most likely to convert.

With the help of Ad Scheduling also you can save up your ad budget by preventing the display of your ads at odd hours or days. Thereby preventing irrelevant clicks as well.


8. PPC Benefits Your SEO Strategy


PPC and SEO are highly related marketing channels.

SEO is important for your online business when it comes to long-term commitment.

By using PPC as a component of your online marketing channels, you can improve the overall ranking of your site.

It helps you to discover keywords that are more popular and capable enough of receiving more clicks and conversions.

You can further implement these keywords into your SEO strategy.

PPC can also help your SEO strategy to by ranking new keywords quickly. Click To Tweet

Another feature of PPC is that it will come to your rescue when your SEO results are not quite well.

Now you can get more specific search terms that will increase your SEO related traffic to your website.

Although advertisers believe them to be mortal enemies SEO and PPC actually complement each other in many ways.

By combining PPC with SEO you can get a chance to cover all areas as some customers prefer organic search while the others are influenced by paid search.

Thus, having search results shown in organic and paid listings states that your ads are more relevant.


PPC is suitable for any kind of business whether small, medium or big.

Having PPC as a component of your marketing strategies will ensure that you capture your potential customers at the right time.

With PPC you can build your online marketing strategies to measure the much-optimized results.

If you maintain and optimize your PPC campaigns frequently, you can surely benefit from getting qualified and conversion oriented traffic.

If you ar not using PPC as yet, I’m afraid you are missing on a lot of opportunities for online growth.

Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

The Secret of Remarkably Successful AdWords Campaigns

Nevertheless, Google AdWords is a great platform for getting new customers.

Because Google AdWords has the power to display your ads to a highly targeted audience at the exact time when they are actually looking for your product or service.

However, creating a new AdWords Campaign is an exhilarating task with a lot of emotions getting built up.

Since, Google AdWords is an innovative method to increase traffic it also requires hard work, strategic thinking, and proper planning.

Also with Google AdWords, it is not necessary to spend a lot of your budget to get the most of the Google AdWords campaigns.

Google AdWords is for all, whether a small, medium or large business. Click To Tweet

Here are the tips being offered to any advertiser who is planning to use Google AdWords or has already started with it to make their AdWords Campaigns remarkably successful.


1. Determine The Demand of The Customer

demand of the customer

This is the most important element of a successful AdWords campaign.

Before starting off with any campaign, determine the demand of the customers. Click To Tweet

If the customers are not looking for your product/service on Google, then there is no point of creating an AdWords campaign.

Therefore, understand the psychology of your customers and the suitability of our product or service before creating an AdWords Campaign.

To check the keyword phrases, use the Google Keyword Suggestion Tool that lets you analyze a lot of data, helps you to generate relevant keywords that are famous and also tells you about the competition that those keywords get and their bid price.

While looking for specific keywords for your business invest in keywords that have high search volumes, invest in keywords that indicate a sense of purchase rather than just providing information and also consider the affordability of the keywords.


2. Understand The Basic Maths of Your Campaign

maths of your campaign

After getting to know the demand the next step is to choose keywords that are most relevant to your business.

As the keywords are the building blocks of the AdWords campaign, they require constant updates and planning.

But before you finalize the keywords for your Campaign, you need the understand the basic mathematics of your campaign.

By this, you can escape from bidding on a keyword that is way too expensive for you.

To ascertain the financial aspect of the keywords, ask yourself this question, “Can I afford to advertise on this keyword?”

To answer this, you need to calculate your Max Cost Per Click that is affordable to you.

Make a comparison list with the maximum amount of that you can spend for a particular keyword. Click To Tweet

Use the following formula to calculate your Maximum Cost per Click.

Max CPC=(Profit per Customer)(1-Profit Margin)(Website Conversion Rate)/100

Suppose your Profit per Customer is $100 with a profit margin of 40% and a conversion rate of 10%. By using the above formula, your Max CPC will be:

Max CPC=[$100(1-0.40)10]/100=$6

With this, your Maximum Cost per Click for a keyword is $6.

And if the estimated Cost per Click is $4, then it is a profitable attempt because here, you are willing to spend more and the estimated cost is less.

On the other hand, if the estimated Cost per Click is $8, then you know that you probably cannot advertise with that particular keyword.


3. Conduct Competitor Analysis

competitor analysis

After making a list of keywords that are both affordable as well as relevant to your product or service, it is important to understand what your competitors are doing.

For this, you need to conduct a competitor analysis in a proper manner.

Having proper knowledge about your competitors gives you an advantage over your competitor. Click To Tweet

You can also use that information to optimize your campaigns.

Competitor analysis also lets you know about the keywords, ads and landing pages that work or do not work in your particular industry.

There are a lot of tools like KeywordSpy and SpyFu that help you in checking out the strategies of your competitors.

These tools give you access to the advertising history of your competitors in a well-organised format.

You can also see which keywords or phrases the competitors are using and also monitor the performance of the keywords used by your competitors.


4. Have a Powerful USP

Unique Selling Proposition

Your Unique Selling Proposition is what that separates you from the rest of your competitors and makes you stand out in a crowd.

It gives your potential customers to a solid compelling reason to choose you.

A well-thought USP can take your business to new heights and can give you an advantage over your competitors.

A strong USP helps you to answer, “Why should customers choose your brand over others?”

When writing a USP in the form of a phrase remember to focus on your strengths and uniqueness. Click To Tweet

A strong USP generates better traffic from potential customers and at the same time remove any unwanted traffic.

A strong USP increases your conversion rate. Not only it will generate quality traffic but it will also help you to get better conversions and will convert the visitors into customers effectively.

A strong USP not only gives a positive impression to your customers, it also gives your clients a good reason to do business with you.

Analyze the shopping pattern of your customers and see what they like and dislike about your industry.

Also take a look at your competitor’s ads, websites, and keywords and then come up with a powerful USP.


5. Create An Irresistible Offer

create an offer

You should create an offer so valuable that your potential customers cannot avoid it at any cost.

Basically, there are four valuable components that form a good and irresistible offer.


The value of the product or service that you are selling should be more than the price. The benefits must outweigh the price.

Your potential buyer should feel that they are more for their money. Do not make your offer cheap so that you start bearing losses.

Instead clearly define all of the value of the product or service provides to the customer.


The users are sometimes doubtful. So the price of your product or service should look reasonable and not extremely less.

Because then they will feel that there is something wrong with your product.

If you are running a sale or giving something for free, provide a solid reason behind it.

Reduce Risk

Customers are always scared of losing money to a cheap product or poor service.

Therefore, you need to provide some kind of guarantee so that the customers can have faith in you. The best kind of guarantee is a money back guarantee.

It minimizes the risk to a very high level and also makes the new, as well as existing customers, feels more comfortable with you.

Call-To-Action (CTA)

By including a simple CTA you can tell your prospect exactly what you want him to do next.

If you want your customers to call you, do not make them look for your contact number on the website, instead provide your number there and then.

And if you want your customers to fill a form, put the form in the front for the customer to see easily.

You should offer something that is so amazing that prospects are simply compelled by it. Click To Tweet


6. Write Compelling Ads

compelling ads

When you are using Google AdWords for advertising, you only pay when your ad gets clicked.

So, your ads have two main tasks to perform.

  • Attract qualified prospects to your ads instead of your competitors.
  • Keep irrelevant prospects away so that they do not click and waste your ad budget.
Compelling ads get more qualified traffic that results into more sales. Click To Tweet

They also prevent wastage of ad spend on irrelevant traffic and gives you an overall higher profit.

Compelling ads usually have a higher CTR that boosts your Quality Score and lowers the Cost per Click of your keywords.

The Adwords ads have a headline, two separate descriptions and a link to the relevant landing page that is aligned with the ad (URL).

You can ask a question to grab the attention of the users, then describe your offer and attract the user with a Call-to-Action in the description and lastly make sure that the URL is correct and goes up to the relevant landing page.

Remember, the headline is the most important element of your Ad, so try to include keywords in your headline.

When the search query matches the keywords in your headline, Google bolds those keywords to make them noticeable making your ads stand out from the rest.

In the description lines, include your benefits, USP, and your special offer.

Also, do not just copy and paste the domain name in the display URL.

In your display URL, you can include your offer, CTA, USP and any other thing that makes you stand out in the crowd.


7. Align The Landing Pages With Your Ads


landing page

Image Source: Flipkart

By now your potential customer searched for your product and services, they have even found your ad to be very appealing.

Impressed by your offer, the visitor decides to click on your CTA.

You have two choices here:

  1. Send your visitor the relevant landing page and close the deal by converting him into a customer.
  2. Send your visitor to the homepage and lose the potential customer and also increase the bounce rate.

I’m sure you might be wondering that why is the second option even included here.

This is because many advertisers make this mistake of directing their visitors to the homepage instead of the landing page.
Homepage explains everything about your business and your products and services.

It possibly does not explains what was highlighted in your particular ad.

If your URL does not go to the correct landing page and instead reaches the homepage, users who clicked on your ad will not be able to find the special offer and will immediately leave while increasing your bounce rate.

Make sure that your ad leads to a perfect landing page that is specially tailored for each ad. Click To Tweet

The headline is the first thing that the visitor reads when he lands on your landing page. Make it attention grabbing and appealing.

Your landing page should be relevant to the keywords and the ads that the user clicked on.

To make your landing page more compelling, include your USP, benefits, special offer, and a strong Call-To-Action.


8. Use Negative Keywords

negative keywords

As you might already be knowing that negative keywords are those keywords that prevent your ads from being displayed for any irrelevant search query.

They play a vital role in saving your ad budget that could have been wasted through irrelevant clicks.

Negative keywords help you to streamline your ads and displays it only for the most relevant search queries.

Negative keywords not only drive quality traffic but also ensures that the traffic that is coming is conversion oriented and end up increasing leads and sales.

As an overall result, negative keywords also increase your Quality Score. Click To Tweet

Since negative keywords have the power to either make or break your campaigns so choose them wisely and it is recommended to conduct proper research before targeting the negative keywords.

Negative keywords also result in a better CTR by making your ads specific and only targeting them to the most relevant target audience.


9. Perform Conversion Tracking

Track your conversions

Keeping track of your conversion rate is extremely essential.

Conversion tracking is a way to determine which of the ads are generating sales. Click To Tweet

It is essential to analyze keywords and ads that are increasing your ROI and those that are simply wasting your ad spend.

Conversion Tracking helps you to manage your keywords and ads properly and also lets you make the necessary changes to optimize your campaigns accordingly.

For your business, a conversion may be a purchase, sign-up or a lead.

It is basically the action that you want your visitors to take on your website.

Without proper tracking, you cannot differentiate between the top performing and underperforming keywords, ads, and landing pages.

To keep a record of the conversion rate, you can place the conversion tracking code given to you by AdWords to your specific landing page for each advertisement.


10. Optimize your campaigns

Optimize your Campaigns

After you have created your AdWords campaign, the next step is to optimize them based on the data you have inherited through conversion tracking.

After your ads are launched, you need to monitor them closely.

Observe a number of clicks it is generating, how many visitors are landing on your landing page and out of them how many are actually converting.

If your keywords are profitable enough and still you are not being ranked No.1, raise your bids for those keywords.

On the other hand, if a keyword is not profitable, either lower the bid or pause the keyword depending on the situation.

To maximize your CTR, test different versions of your ads. Click To Tweet

Also, test different versions of your landing page to determine which one of them is generating maximum conversions.

In a nutshell, to optimize your campaigns you should be looking to improve the elements that are working in favor of your AdWords campaigns and remove those that are not working at all.



Creating an AdWords campaign is a daunting task but if done correctly it can result in a leading factor to enhance your online presence and conversions.

By focusing on the above tips you can create AdWords campaigns that are profitable.

Google AdWords requires an intelligent understanding of the metrics and clear investment so make sure you rely on both of them.

Also remember, the success of your AdWords campaigns depends a lot on the type of business you are involved in, your target keywords, competitors, ads and the conversion rate.

Hopefully, these tips have provided better insights to boost your productivity and efficiency of your Google AdWords campaigns.

Ajay Bhargava

Ajay Bhargava

Ajay is an online advertising expert with 5 years of experience in Google Adwords and Bing Ads. Ajay also have very good experience in managing large budget Facebook Ads campaigns. Ajay don’t take much time to bring ROI from Adwords, Bing and Facebook Ads campaigns.
Ajay Bhargava

What All You Need To Know About The Google Maps Local Search Ads

As a marketer, it is always important to be upgraded with the current trend of advertising and marketing.

Because then you can easily beat your competitors in the race of acquiring more and more customers.

But you might be wondering that after all being a small business owner of a store, how can you use the marketing techniques as per your convenience.

The local search ads of Google Maps have been proved to be a boon for small business marketers who own stores or are service providers.

If you have a physical store, maybe a cafe, restaurant, bookstore or provide services of a plumber, carpenter or electrician. You can very well use the local search ads of Google Maps to drive in foot traffic to your store.

Among all the changes that took place in Google Maps, a very noticeable change was that of the Local Search Ads which is highly known as “The Next Generation Of Local Search Ads”

In this blog post, we are going to share all the insights related to Google Maps Local Search Ads.

So to begin with, let us first emphasize on the basics.

1. Google Map Local Search Ads

Imagine a scenario, you have some really important work in the town next to yours and so you’re driving all the way from your location to the destination.

Midway down the line you perhaps the highway, you realize that you are hungry and now want a snack to eat probably a Pizza.

Remember, gone are the days when you would have manually looked for a snack.

In the 21st century, when the technology is highly upgraded everything is just one click away.

To get a snack as soon as possible, you could look for a “Highway Restaurant” or “Pizza Corner” in the search bar of Google Maps app.

A restaurant that paid to have an ad appear would come in the search results and its logo would appear with its physical location on the map.

The logo is called the promoted pins and we will go in its detail later in the post.

Basically, the Local Search Ads on Google Maps is an advertising feature that attracts customers who are in a local range of your business.

Google Map Local Search Ads allow businesses to advertise their store location in Google Maps. Click To Tweet

And with this, their ads are automatically shown to the user along with their driving route.

By advertising on Google Maps, you can enable your potential customers to discover and come to your physical location or store when they are searching for products and services on Google Map.

The very first step that you need to take is to enable location extensions for your Google AdWords.

The location extensions show your ads with your address and map location to your potential customers.

Your customers can get further details of your location by just clicking in the extension of your ads.

Next, you need to have a Google My Business account set up to get your business linked with Google Maps.

Google My Business is a free and easy-to-use tool for business who want to establish a strong physical appearance.

To create a Business Account, follow the steps below.

1: Sign in to Google My Business

2: Click the three dash menu icon in the top left corner of the page

3: Next, click on “Create Business Account”

4: Enter a business account name and click on “Done”

After setting up your Google My Business, use location targeting and also bid by location.

Location targeting is a targeting option of AdWords. It displays your ads according to the locations chosen by you or within a specific radius.

You can also set up different bids according to the locations. Location extension targeting helps you to select more precise locations.

In your Google Maps Local Search Ads, you need to put in relevant information regarding your address, phone number, business hours, reviews etc.

If you provide home-based services, you can still list your ads to appear on Google, with or without the address.

2. Changes Involved In The Google Map Local Search Ads

The main change that was brought up in the Google Maps Local Search Ads was that the ads were designed in a way so that it would help the local businesses to be more visible.

The changes were implemented in such a manner that it resulted in increasing the visibility of local businesses where the customers were actively searching for an outlet to eat or a shop to purchase.

The major focus of the local search ads are the mobile devices. Click To Tweet

And the basic aim of local search ads was to generate more traffic for local stores by converting the foot traffic.

Google also revealed new formats and features of Google Map Ads that were more inclined towards increasing the traffic for the physical location of a business.

The new features included Promoted Pins, Brand Logos, In-Store Promotions,  Customizable Business Page, and Local Inventory Search.

The local search ads attach a maximum of two keywords from the search results on Google Maps.

And it also attaches a purple pin also known as promoted pins directly on the map.

The ad on the Google Map is directly linked to the business page of your store which is set up at Google My Business.

You should update the information on Google My Business Page. This will let you direct more customers towards your store through Local Search Ads.

The goal of local search ads is to optimize Google Maps so that the users get better user experience without going so far.

3. Location Of The Google Map Local Search Ads

Image Source: Google Maps

The Google Maps application is the home of the local search ads. Click To Tweet

The local search ads easily appear on the Google Maps app. These ads also appear on desktops, tablets, mobiles, and on Google.com Expanded Map results.

In the Google Map app, you will find a single local search ad with a purple colored ad label, spotted on the top of the organic results.

And when you are searching within the search results of Google Map, you will get to see a maximum of two ads again with a purple ad label and on the top of the search results.

Also while doing location-related searches on Google.com Expanded Map results, you will find Google Maps ads on the top of the results with an icon of “Ad”.

4. Reasons For Introducing The Change

The leading reason for introducing the change was to bridge the gap between the physical store business and the mobile advertising.

Since mobile is becoming a leading device with respect to advertising and around 50% of all searches on Google are made through mobile devices.

To connect mobile devices with Google Map ads changes were made in the Local Search Ads. Click To Tweet

Google revealed some good statistics during its Performance Summit. These statistics drew in the very much needed attention of the marketers.

Some of the statistics were:

  • About 90% of all sales that happen globally takes places in store rather than online.
  • The mobile devices increased the location-related searches drastically.
  • Google Maps have over 1 billion users now.
  • 84% of users prefer local searches rather than global ones
  • 3 out of 4 people doing location-related searches end up visiting the store and almost 28 of those searches result in a purchase.

5. Promoted Pins

Google has yet added a distinguished feature that has a direct impact on your business.

You might have come across the ordinary red pins while using Google Maps.

They indicate landmarks, restaurants, shops, businesses and other places.

Promoted Pins are similar to the Red Pins, but the difference is that it comes in purple color

Promoted Pins lets your business to be noticeable from the rest of the locations in that area. Click To Tweet

For example: If you own a coffee shop, you can show ad along with promoted pins. This can convince people who are passing by to stop and have a refreshing cup of coffee.

Or if you have a motel on a highway, you can persuade the travelers to halt their journey for some time and take rest at your motel.

Although the promoted pins attract the attention of the people who are near to your store. They also let your shops to feature their special offers.

The promotions and the coupons usually follow the promoted pin according to a search history.

For example, You own a cafe that is pretty famous for its Hot Espresso Coffee. And nearby there’s a bookstore that attracts quite a large number of book lovers.

So to attract the book lovers to come to your cafe, you can use Promoted Pins on Google Maps to offer discount and coupons.

6. Selection Of Local Search Ads By Google Maps

There could be lots of businesses near your potential customer’s location that they are looking for. But Google Maps only features one or two of them.

The competition to get the one out of the two spots is quite fierce.

Here, the question arises that “How Does Google Decides As To Which Ads To Display?”

Actually, Google chooses a variety of factors to determine the display of the ads.

  • Query made in the local search
  • The location (within a radius)
  • Search History
  • Interests
  • User behaviour
  • Time of the day
  • Demographics

By this, the shops that have a consistent good rating gets a chance to compete with the comparatively bigger brands.

7. Cost Of Local Search Ads

The cost of Google Maps Local Search Ads is similar to that of Google AdWords’ PPC campaigns.

The price for Google Maps Local Search Ads is calculated on a Cost-per-Click Basis. Click To Tweet

Get Location Clicks

This is the cost incurred when the user clicks to expand the ads from the result lists.  

Get Direction Clicks

This is the cost incurred when the user clicks to find the way to the store.

Call Button Clicks

This is the cost incurred when the user makes a call to the store.


8. Display Of Local Inventory

Think as a customer for the time being.

Just imagine that you are in desperate need of a solution to clean your contact lenses and can’t order online because you want them now.

The easiest way to find a store is through Google Maps.

Your search for a store nearby and luckily you find a store.

By not getting any late, you reach out to the store but unfortunately, you get to know that the stock had finished.

What would be your first question to the store owner?

I would rather ask, “Why didn’t you display the inventory information in the ad itself?”

The reality is that unless the visitors are sure of the availability of the product, they don’t visit the store.

No one wants to waste their time by reaching out to stores that have out of stock products.

That is why it is important to bring the information of the local inventory in your customizable local page.

The local products inventory feed is the list of all the products that you sell in your store. Click To Tweet

Submit the inventory price and quantity of your products on daily basis.

And if the price and quantity of your products change throughout the day. Then submit only the items that have changed their price or quantity with the new details multiple times throughout the day.  

9.Benefits Of Local Search Ads

With the local search ads of Google Maps, you can create more visibility on Google Map before your competitors.

The local search ads give you a chance to target your business advertising on the basis of location and radius.

By this, you will be visible only to the people who are near to you thereby increasing your chances of getting more business.

If you really want to be specific, you can even target your ads to appear on certain times of the day.

By using the call and the direction button, you can also help your customers to perform a certain action using their smartphones.

As with local search ads you get a chance to stand out in Google Maps. Click To Tweet

Moreover, this can be really helpful you if you have your competitors located nearby. As you can dominate by having a strong presence on Google Maps.


Driving traffic, increasing leads and sales, content marketing, optimizing the use of social media and what not.

But for local stores, it becomes really tough to create content and use social media to make people come up to your store.

Therefore, the local search ads of Google Maps help local stores to show their existence to the prospective customers.

Because when it comes to buying anything from a local store, the intent to purchase is already there in the mind of the customer. It is just that you have to show that you exist.

And the Local Search Ads of Google Maps is the easiest way to do that.

Remember, just be super ready to grab any opportunity offered by Google Maps Local Search Ads. And then increase your offline conversions with the help of online advertising.  


Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

Top 10 PPC Myths That Every Marketer Should Know

The Universe is full of myths.

From the Milky Way to Planet Earth. From Rocket Science to Human Body. From Traditional Marketing to Digital Marketing

Perhaps you shouldn’t be surprised if I tell you that there are certain myths regarding PPC as well.

Today, PPC has emerged as a powerful tool in terms of increasing your website traffic, reaching out to the potential customers, increasing your ROI and the list goes on and on.

Despite fetching so many benefits, PPC is sometimes seen with a suspicious eye.

Many misconceptions revolve around its working, its benefits towards big, medium and small businesses.

Some misconceptions were cleared during the course of time.

But some misconceptions grew and took the form of myths which created confusion in the minds of marketers regarding PPC.

Here, we have revealed 10 myths about PPC so that your confusion is cleared away and you can better differentiate between a myth and a fact.

Myth No. 1: Being On The #1 Position Is The Most Profitable

This is not completely true.

No doubt that being on #1 position gives your ad the best visibility and maximum exposure.There can be more conversions while being in the #1 position.

However, this does not always happen.

Being in the #1 position can actually cost you more than you think. Click To Tweet

You might end up spending more than what you are actually generating.

The first position brings in lots of searchers who are probably only searching and have no intention of making a purchase.

By clicking on your ad, which is by far the first ad in the SERP, they spend some part of your PPC budget and if they don’t convert, you have simply wasted that part.

If your business goal is to create brand awareness, doubtlessly being #1 is a great position.

But if you are more inclined towards making conversions, be a little cautious with the #1 position.

Also, keep experimenting with ad positions to see which position works best for you and lets you achieve all your desired business goals.


Myth No. 2: You Can Set and Forget The PPC

Unfortunately, many marketers think that they can create campaigns and ad groups, set bids, and budget, target keywords, make ads and simply walk away.

Sounds very easy, isn’t it?

But it is a big NO! NO!

Repeating the fact that PPC is NOT a set and forget the thing. Click To Tweet

If you want to make the most of the investment that you are spending, you need to continuously monitor and test various elements of a PPC campaign rather than leaving all of it alone.

Make changes in the campaign as and when needed, target and test different ad copies, constantly monitor the ads and keyword performance, include negative keywords, adjust the bids.

Since the search engine algorithms are constantly changing, therefore, your ads also need to adjust according to it because only then you will stay in the competition.

Just because PPC requires dedicated time and effort, many businesses choose to outsource their business to PPC agencies that can devote proper time and effort to the management of PPC campaigns.


Myth No. 3: PPC Is Too Expensive

PPC can be expensive but not always.

Maybe there are times when things do not work out for you and you face a loss but that does not mean that you should never try it.

Maybe once or twice the cost of PPC was much more than your expectation, but that certainly does not mean that you are going to bear a loss every time.

You have to be patient and give PPC campaigns enough time to give you the exact results you are looking for.

PPC is flexible and allows you to set maximum daily and monthly budget for your campaigns. Click To Tweet

After you set your budget, there are negligible chances of overspending unless you change your budget.

If some keywords are being too expensive, you can re-define the keywords and also adjust the bids accordingly.

By linking the keywords, ad copy and the landing pages, you can convert more and more visitors, thereby generating revenue and reducing cost.

You can also start targeting more specifically and make your PPC campaigns cost efficient.  

Myth solved here is that you have full control over your budget and you are the only one who is going to decide over the ad spend.


Myth No. 4: No One Clicks On PPC Ads

Trust me on this if no one clicked on PPC ads, they would have drowned way before.

However, there are a lot of people who still believe that no one actually cares about PPC ads. And hence do not click on them.

There are millions of businesses at all levels (whether small, medium or large) that are associated with PPC advertising and hence are making huge profits.

And further, imagine Google that earns a large part of its revenue from PPC advertising.

Let me tell you that when a visitor clicks on a paid ad, the advertiser then has to pay Google an amount.

Therefore, Google would not have been one of the most profitable digital companies in the world hadn’t anybody clicked on PPC ads.

Your ads won't be ignored if they are directly relevant to your target audience. Click To Tweet

Many internet users do not know the difference between an organic ad and a paid ad, hence all the ads in Google receive clicks irrespective of it being an organic ad or a paid ad.


Myth No. 5: More Keywords Leads To Better Performance

Absolutely incorrect!

This is one of the most powerful myths that has created utter confusion regarding PPC among the marketers.

Having more keywords can certainly get you more impressions and clicks but it does not guarantee more conversions.

Do not forget the fact the ultimate goal of a PPC campaign is to generate more conversions rather than impressions and clicks.

Do not overstuff your campaigns with keywords. Measure the relevance of the keywords with respect to your business and then target the keywords.

Moreover overstuffing your campaigns with keywords will only burn out your budget without giving you much time to generate a satisfactory ROI.

Constantly measure the performance of your keywords and bid high for the top performing ones and bid low for the nonperforming ones.

Ensure that you specifically create targeted ads that correlate with your target audience. Click To Tweet

After determining your business goals and marketing budget, control your keywords so that they are within the budget limit.


Myth No. 6: Test Ads All The Time

It is correct to test different elements of PPC campaigns to measure their performance. But testing all the time is not justified at all.

You should always take your time to develop a testing plan. Click To Tweet

When you are testing your ads, decide beforehand whether you want to pause that particular ad or leave it running.

Also, give your ads a considerable amount of time to showcase their talent of attracting more visitors.

Just because a certain ad fails to attract visitors does not mean that it is useless.

There comes the time to test as to what factor is making it unattractive or what is the cause behind the ad not getting sufficient clicks.

Let your ad reach at least a score of 100 clicks before making any final change.

By this, you will get to know the true outlook of the best performing ad.

By being impatient and pausing an ad too early, you could possibly pause an ad that had a potential of getting outstanding results for you.


Myth No. 7: PPC Affects The Organic Position

PPC affects organic position

The explanation for this one is pretty simple.

PPC has to do nothing with your organic position.

The traffic that is generated from the organic ranking is free while that generated from PPC campaigns is paid.

If your organic and PPC ads are super relevant to the search queries, then both your ads will be displayed by Google.

PPC has no correlation with your SEO ranking either positively or negatively. Click To Tweet


Myth No. 8: PPC Is Not Required If Organic Rank Is High

PPC is not required when organic rank is high

Having a high organic rank is great however also having paid ads can double your results when it comes to increasing traffic and generating higher ROI.

A lot of people still have the mindset that PPC and SEO are enemies and work against each other.

The reality is little different. PPC and SEO work best when they are combined.

They result in increased visibility and exposure, gets more qualified traffic, maximizes the conversions.

It is obvious that free is better than making a payment for having your ads displayed.

But is it also important that your ads are displayed before the right target audience. And for this reason, you need to have PPC advertising even if your organic rank is high?

With PPC you can target a broader range of keywords that widens your audience exposure. Click To Tweet

There are some people who would automatically neglect the paid ads and skip to organic ones and vice versa.

So having both the organic ranking and paid ads is the perfect combination to get your desired business results.


Myth No. 9: Google Is The Only Search Engine Worth Advertising On

Google is the only search engine worth advertising on

Certainly not important.

Google is definitely a leader when it comes to PPC but it is NOT THE ONLY advertising platform.

Yahoo and Bing are other search engines that are worthy enough for PPC advertising.

Although a number of searches in Yahoo and Bing are relatively low than Google they clearly can not be ignored.

For some accounts, Yahoo and Bing have even worked better than Google in getting more conversions and generating higher ROI.

The Cost per Click in Bing is comparatively less as compared to Google.

This means that you can get a good amount of qualified traffic by spending less.

You should at least give a trial shot to Yahoo and Bing in accordance with your PPC campaigns. Click To Tweet

And who knows you may get a surprise by their performance.


Myth No. 10: Turn Off The Account At Night As No One Is Searching For Them

Turn off account at night

Gone are the days when the customers were confined to opening hours of the day.

Online advertising can literally be done 24/7.

By only sticking to a particular time of the day, you could possibly lose a lot of traffic.

Switching off your accounts at night thinking that no one would be searching for it is a really bad idea as you certainly let go the potential customers.

Just because you are sleeping doesn’t mean your potential customers are also asleep.

You can use Google Analytics to see what are your peak times to show the ad.

Abide by that and schedule your PPC ads according to the peak times.

While serving international customers, target them according to their time zones. Click To Tweet

Given any reason, if you are inclined towards turning off your account, make sure that you conduct proper research are also backed by solid data.

As everybody knows that the internet is not restricted by hours and is 24/7 available, make sure to take full advantage of that.



Do not get deceived by these myths and be smart enough to get your PPC campaigns be productive for you.

I really hope that I’ve helped some of your confusions regarding PPC. And have also helped you to debunk the PPC myths that were the reason these confusions.


Pradeep Singh

Pradeep has over 6 years of experience in handling large budget PPC accounts. Pradeep has strong ability to explain and suggest recommendation for large budget accounts.

Pradeep is known to deliver high ROI within one month. Pradeep has very good skills in MS Excel for campaign management. Pradeep is Google Adwords, Bing Ads and Google Analytics certified professional.

How To Recover From Most Common Google Shopping Mistakes

Google Shopping is an online advertising platform that allows you to advertise your products in the Google search results.

It has increasingly become a popular channel for e-commerce retailers as it is a great way to generate more and more sales.

The Google Shopping ads appear above or to the right-hand side of the organic results.

Similar to other AdWords ad formats, Google Shopping also works on a Cost per Click basis, meaning that you will only be charged when a user clicks on your ad.

Google Shopping ads are relatively more attractive to users as they show abundant information about product name, image, pricing, promotional texts, special offers and much more.

Thus, making the purchasing process fast and simple for the customers.

However, Google Shopping Campaigns can be a daunting task for new and even experienced e-commerce retailers.

There are a lot of traps into which you can fall if you are not careful enough.

Even the smallest mistake can result in a costly and underperforming shopping campaigns and it is much obvious that nobody wants it.

Perhaps, there is no need for you to lose hope as there is always room for improvement.

In our previous blog, we’ve mentioned some tips to optimize Google Shopping Campaigns.

And now we will focus on some common Google Shopping Mistakes and how to recover from them.

8 most common Google Shopping Mistakes


1. Inaccuracies in Unique Product Identifier

The most important element in the product feed of a Google Shopping Campaign is the Unique Product Identifier (UPI) such as Global Trade Item Number (GTIN) and Manufacturer Part Number (MPN).

The Unique Product Identifiers help Google in knowing exactly what the product is and then Google matches your product with the search queries and also compares it with the same products of other retailers on Google Shopping.

Since the UPI makes your ads richer and easier for users to find them so inaccuracies or incompleteness in your Merchant Product Feeds related to UPI can really damage your ads.

If you provide a UPI that is not correct, Google might just disapprove that product. Click To Tweet

There might also be a probability that Google matches your product incorrectly with other products.

Therefore, to avoid the chances of being wrongly listed or not getting listed at all, make sure you are accurate with the UPI in the Merchant Product Feed.

2. Not Optimizing the Product Titles and Descriptions

The second most important thing after the UPI are the product titles and descriptions.

The initial keywords in the product titles and descriptions bears utter importance when Google matches the search queries and decides the ad position.

It can be a common mistake to lead the product title or description with a brand name as the brand name might not be one of the top performing keywords for you.

Providing too much information and overloading the product title is a common mistake that advertisers make.

Add the most important information of the product in the title first. Click To Tweet

Provide precise, accurate and relevant titles and descriptions so that your search ability can be maximized.

Also, do not include promotional or marketing text, excessive punctuation, and symbols in your title.

It is recommended to include attributes such as color, size or brand in your title so that your product can be differentiated from others.

Including long tail keywords in your description is a good idea to increase your searchability.

Do not just throw any title or description on your ads, optimize the product titles and descriptions so that your ad visibility and CTR are enhanced.

3. Not Checking the Search Term Reports and Adding Negative Keywords

Google Shopping Campaigns operate differently than the Search Campaigns as they do not use keywords.

While in Search Campaigns, your ad will only show up for search queries when you add keywords.

Whereas, in Shopping Campaigns, your ads show up for any search query that matches a product you sell.

Therefore, with this rule of thumb that keywords are not used in Shopping Campaigns, many retailers do not search their search term reports thinking it to be unimportant.

So, irrespective of the fact that Shopping Campaigns do not use keywords, you should check the search term reports to recognize the terms that are matching your product.

By accessing the search term reports, you can check whether your ads have been showing up for the right moment or not.

The knowledge that you gain through Search Term Reports can guide you in making productive changes in the campaign structure.

Along with not checking the search term reports, marketers commit another mistake of not adding negative keywords to their Shopping Campaigns.

You should use negative keywords to prevent your ads from being shown to any irrelevant search terms.

Furthermore, negative keywords will ensure that your ads reach out to the most relevant customers and prevents clicks from those who are looking for something that you don’t sell.

With negative keywords, you will be able to reduce your overall costs and increase the ROI. Click To Tweet

4. Do Not Compete Against Yourself

In Shopping Campaigns, you can use “Product Groups” to divide your products into smaller segments.

By product grouping, you can use choose similar items, products to exclude, set specific bids for certain products.

Marketers make a mistake here by thinking that the product groups are similar to the keywords. Perhaps, these two perform differently.

Just like a common problem of duplicate keywords in Search Campaigns, an equivalent problem of can also occur in Shopping Campaigns where it becomes difficult to predict which search ads will show up for a particular search and which bids will be used.

This problem basically occurs when a single product remains in multiple product groups and the overlap takes place easily.

For example, you are selling electronics like Samsung Televisions.

If you create one product group where the product type is Television and another where the brand is Samsung, then Samsung Televisions are included in both the product groups.

To avoid internal competition do not put the same product in different product groups. Click To Tweet

Because by this, your groups will end up competing against each other.

You have to be aware that it is really important duplication in the product groups as you will end up competing against yourself.

5. Neglecting Google Merchant Promotions

While advertisers underestimate the power of Google Merchant promotions, little do they know that the Merchant Promotions are just like Ace of Spades that might just turn things around according to them.

Merchant Promotions allows you to add a “special offer” tag beneath your product listing ad. Click To Tweet

The “special offer”  makes your product to look more exclusive, limited and appealing to your potential customers.

They possess the power to improve the performance of your products ads greatly and also helps you to optimize the CTR and Cost per Click.

So. do not make this mistake of ignoring the Merchant Promotions and if promotions are available on your Google Merchant Account, Use them.

They also give you an advantage over your competitors who do not use them.

6. Creating Too Many Product Groups

The famous saying, “The More The Merrier” is definitely relevant in many situations but in the case of product groups in Google Shopping, this saying is not applicable.

Many marketers set up a lot of product groups and then fail to manage each of them.

Do not create too many product groups while setting up Shopping Campaigns. Click To Tweet

For each product group, you will have to set individual bids and that can be pretty time-consuming.

Moreover, it is not important for you to have all the necessary information that you might need to decide bids.

As in Search Campaigns, keywords decided the bidding standards. Where Google automatically defaulted to the ad group bid when no particular criteria were set for a particular keyword.

But Shopping Campaigns work differently, you have to manage each group individually after you have created the product group structure.

So, to avoid this problem it is better, to begin with creating larger product groups and then further divide them only after having complete information about the specific bids.

7. Ignoring The Quality Score

For every product, Google Shopping gives a specific Quality Score that indicates whether the product is an appropriate match for a specific search term or not.

The Quality Score depends on the CTR of your ads, the information in the feed and the relevance of the landing page.

Quality Score also plays a vital role in your Cost per Click that you actually pay to Google.

It is the Quality Score multiplied by the bid that decides your ad position. Click To Tweet

So, ignoring the Quality Score would be like committing a deadly mistake and putting a The End for your Shopping Campaigns.

As with the other AdWords text ads, you can scan the keywords to see the Quality Score, things are different with Shopping Campaigns.

Google calculates the Quality Score for you after checking the CTR, Ad relevance and landing page relevance.

Therefore, you can improve the Quality Score by researching how your product is performing alongside the competition.

You can also reset the Quality Score of a product that is getting lower CTR by giving it a new identity.

Remember that in Google Shopping the CTR is an early indicator of the Quality Score hence make your product pages as perfect, efficient and functional that the CTR of your ad gets improved.

To know more about how to improve Quality Score and save you money, read our previous blog.

8. Not Using The Right Images

In Google Shopping Campaign, the product image is the first thing that catches the user’s attention.

Hence, Product images are a big deal!!

So big that they have the potential to convert a click into a sale.

And they are so important that Google will not let you list an ad without them.

So, make it a point to optimize the product images to ensure more visibility, clicks, and sales.

Even a small mistake in using the right product image can ruin you ads completely. Click To Tweet

Some mistakes related to product image:

  • Using the Manufacturer’s Image

The very common mistake that advertisers make is that they use images from the user’s official website.

If you want to stand out from the crowd, do not use the same image.

  • Invalid URL

Next is that Google uses the field image URL to create a thumbnail image for your ad, so it becomes very important for the URL to be of a valid format.

Make sure that the URL does not have any spaces, slashes or any other characters that may restrict Google to access your ads.

  • Watermarks or Promotional Texts

Shopping Campaigns do not allow images that have any kind of watermarks or promotional texts.

So ensure that the images that you are using in your Shopping Campaigns are free any kind of text that violates the “No Watermark or Promotional Text” rule.


Google Shopping Campaigns is a great platform for online advertising.

Setting up the Google Shopping Campaigns can be a complicated process especially for the newbies.

Thus, we have provided you with an outline of the common mistakes that the advertisers make while setting up and managing Google Shopping Campaigns.

As said, “Prevention is better than cure”

We have ensured to give you insights that will help you to prevent the common Google Shopping mistakes.

If you avoid all the mistakes listed above and follow the tips, Shopping Campaigns will become your cup of tea.

Remember, the key to a successful Shopping Campaign is using your creativity and shopping campaign features to achieve an optimized campaign structure that proves to be productive for your business.


Ajay Bhargava

Ajay Bhargava

Ajay is an online advertising expert with 5 years of experience in Google Adwords and Bing Ads. Ajay also have very good experience in managing large budget Facebook Ads campaigns. Ajay don’t take much time to bring ROI from Adwords, Bing and Facebook Ads campaigns.
Ajay Bhargava

Common PPC Keyword Research Mistakes that You Need to Avoid

Keyword Research is one of the most critical aspects of PPC universe.

Most of the advertisers even consider it to be rocket science.

Perhaps, it is the first step that the marketer should take when they are advertising through PPC.

Keyword research is like creating a foundation of the building.

It is complicated and requires a lot of hard work and is an important factor in determining the success of the entire PPC campaign.

A simple misunderstanding at the initial stage of PPC campaigns can endanger everything that you do from that point onwards.

Keyword Research basically helps you to identify and target keywords that are most relevant to your audience.

Keyword Research can either make or break the performance of your PPC campaigns. Click To Tweet

Before carrying out a keyword research for your PPC campaigns, it is important to avoid common PPC mistakes that many PPC advertisers make while performing keyword research.

Avoiding common PPC keyword research mistakes will help you reach your target audience so that your ROI and conversions are maximized.

Here are some common PPC keyword research mistakes that should be avoided.


1. Selecting keywords that are irrelevant to your customers

relevant keywords

It has been noted that most of the marketers pick keywords that have high search volume, but they often ignore the relevancy of the keywords to their target audience.

Be sure to choose keywords that are relevant to your target audience. Click To Tweet

For example, if you are targeting customers who are targeting for high-end luxury clothing stores, you should not pick keywords like “low-cost clothing stores” or “affordable clothing stores”

These customers are not searching for those keywords. Instead, you should choose keywords like “best luxurious clothing stores” or “high-quality clothing store”

You need to understand that different customers have different concerns and user intent. And so they use different words when they search.

Here, you need to understand the language and the needs of your customers.

It sometimes becomes really difficult to understand all the queries of your target audience because they are wide in number and almost every visitor has different terminology.

So, to avoid the confusion here, you should target keywords here that are highly relevant and laser focussed towards what your business offers.

If you are targeting keywords that are inconsistent with your users, you are simply wasting your advertising budget.

Remember, every visitor has an intent and is looking for something. So you have to make sure that you provide an apt answer to your customer’s query.

A better way of performing keyword research is manually searching keywords in Google and noting down the kind of results that come up.

By doing this you will get an insight whether the keyword is relevant to your product or service that you intend to deliver to your target audience or not.


2. Targeting too broadly

broad targeting

This is one of the most common mistakes that marketers make with keyword research.

They target keywords that are so broad that they become unrealistic for their company.

Search volume is one of the most important metrics to keep into consideration when you are looking for perfect keywords.

But when using tools like Google’s keyword tool, do not make this mistake of looking at broad search volumes rather than exact match.

Broad match keywords are significant in finding the search queries and estimating the actual behavior of the visitor.

If you aren’t careful with this, you will go beyond the limit of keyword research and that will only add up to your wasted ad spend.

Specific keywords cost less for PPC and often have higher conversion ratios. Click To Tweet

They also help the ad to rise to the top of the SERP more quickly.

Remember this, when you are using tools to estimate search volumes, use less of broad and phrase match keywords and more of exact match keywords.


3. Aiming at unrealistic keywords

realistic keywords

Keyword Research emerges to be a straightforward yet lengthy task.

You choose a keyword research tool of your choice and select keywords that are related to your campaigns with the highest search volumes.

Is it usually the correct and the most productive method of finding keywords?

Sadly! It is not.

It is definitely not the correct way to research for keywords if you want to see real results.

If you have just started a campaign, you should not aim at competitive head keywords.

Instead, you should choose long tail keywords as they are easier to rank and have a relatively higher chance of conversion.

Targeting one-word keyword is quite unrealistic plus unprofitable. Click To Tweet

For example, if someone is searching for “Acer laptops” is quite ahead in the purchasing process than someone who is only searching for “Laptops”.

While targeting keywords, think about the searcher who is almost on the verge of conversion.

Perhaps, there is no major fault in targeting generic keywords.

But if, you have a campaign that is limited by budget and you want results in less time, targeting less competitive keywords is a much better way to utilize resources.


4. Opting for keywords that have no traffic

high traffic keywords

Long tail keywords are a great way to begin a keyword research.

These keywords get less traffic but then you have a higher chance of converting your visitors into customers.

Long tail keywords absolutely become a good match for those users that use specific terms when they are searching.

Moreover, if your keyword is too specific and does not attract any traffic, it will not help your campaigns.

Selecting too specific keywords can sometimes be unprofitable. Click To Tweet

Hence, you should make sure to aim for those long tail keywords that are capable of attracting sufficient traffic.

As it is said that “Something is better than nothing”. The same quote can be applied in the case of keywords as well.

Instead of having specific keywords that generate no traffic, you should choose long tail keywords that attract moderate but existent traffic.

Even if you select keywords that attract the adequate amount of traffic and are comparatively low in competition, might not be fruitful for your campaigns.

So, select keywords that are both productive and generate high-quality traffic.


5. Focusing on one or few keywords

optimize keywords

Another mistake that internet marketers do while conducting keyword research is that they tend to focus on either one or few keywords for their campaigns.

One or few keywords become very reluctant in generating more traffic as they are way too general and highly competitive.

Moreover, they do not cope up with the searcher’s intent.

They are led by a misconception that by focusing on one or few top keywords, they will fetch the most reliable PPC results.

Since in PPC, there is already a lot of competition for the keywords.

As pertaining to that if you still choose to go with one or few keywords, you would be doing nothing but wasting your dollars and time.

In order to drive more traffic to your website through PPC campaigns, you need to focus on optimizing more keywords for your PPC campaigns.

Focus on optimizing more keywords that bring your potential customers closer to you. Click To Tweet

So to make most of your PPC campaigns, try composing your keyword list of mostly long tail keywords because they prove to be more relevant to the searcher’s intent.

Also, make sure that the keywords that you are incorporating in your keyword list should focus more on the user’s intent.

These keywords will not only bring you closer to your target audience but also prove to be conversion oriented.


6. Ignoring the search trends

Search trends can have a significant impact on the keywords that you are targeting through keyword research.

Search trends give you a good clue about what the people think while searching for a product/service and on what keywords are getting the most number of clicks.

So, it definitely a wise idea to keep a close eye on them.

Keywords also face ups and down over time.

And staying up to date with these trends is a great way to formulate your keyword strategy effectively.

Targeting keywords all by yourself while conducting keyword research is not the correct strategy.

You should consider the intention and the language of the searcher as well.

Also, before targeting any keyword, evaluate its current search result. Click To Tweet

This search evaluation of the keywords shows the competitiveness of the keyword, which is essentially important for keyword bidding.

Moreover, you should also analyze search reports of your website.

It gives you a ready made list of potential keywords which the users might have searched.

These keywords come directly from your targeted audience and make your work easier of finding quality keywords.


7. Not reviewing the chosen keywords

Monitor Keywords

It is universally accepted that PPC marketing is an ongoing process that requires continuous monitoring.

Same is the case with keyword research, as it is dynamic and flexible that need constant attention.

The tastes, preferences, and expectations of the users constantly change, develop and evolve over time.

As a result, their choice of keywords also changes simultaneously.

This makes reviewing your regular keywords comparatively essential.

While performing keyword research, conduct keywords audit and reviews to remove the underperforming keywords and to identify more profitable keywords.

Have a look at our previous blog on “Complete Guide on How to Use Keywords in PPC”

In that blog post, we have mentioned the tips and strategies to deal with performing and non-performing keywords.

Do not leave your keywords running for too long.

You should regularly monitor your keywords to know:

  • Which keywords are overspending?
  • About the keywords are under-performing?
  • Which keywords are generating no or less traffic?

Hence, it is always beneficial to keep an eye on your keywords to assess their performance because he keywords that seemed relevant today might lose its relevance tomorrow.

So, you should constantly revisit the keywords of your choice to make sure that they are still working.

Have a constant check on the keywords to ensure that they are still in progress. Click To Tweet

By reviewing the keywords every now and then, you will not only clean up the mess but be able to focus on keywords that drive results.



Before you dive into keyword research for your PPC campaigns, you should know about these common keyword research mistakes that many advertisers make.

Executing keyword research takes a lot of time.

It is important for you to take a considerate amount of time and really think about the keywords that you actually want to bid for.

Avoiding these mistakes related to keyword research can save your time, help you to formulate a successful marketing strategy and drive in the potential and targeted customers.

By targeting valuable and appropriate keywords, your traffic and conversions will increase. Click To Tweet

On the other hand, by choosing the wrong keywords, you will simply waste your budget.

So, it totally depends on how you conduct the keyword research.

Hopefully, we have provided you with ample information that might prevent you from making common keyword research mistakes.