Google Adwords has been described as ‘the most elegantly designed paid advertising platform ever developed’. Whether or not you agree with this assessment, there’s no denying that any advertising platform free to exploit the world’s most powerful, influential search engine is capable of transforming your business’ fortunes.

Take a look at these top tips for mastering Google AdWords – each one can help you reach more customers and improve your conversion rates.

1) Use Geotargeting

Geotargeting is a particularly useful function for businesses that operate out of a specific, physical location. Shops and restaurants in particular can benefit by allowing AdWords to only display your ads to users searching within a specific location, helping you to get more relevant clicks for your money.

2) Check what everyone else is doing

It’s always vital to know what the competition is doing before developing your marketing and advertising campaigns. AdWords is no different, so scope out the competition and find out what works and what doesn’t.

3) Target mobile devices individually

AdWords lets you customize ads for specific devices: desktops, laptops, tablets and smartphones. You needn’t worry about customizing your ads between desktops and laptops, but smartphone ads should be unique. They have the ability to call your business directly, so be sure to include a contact number for a superior conversion rate.

4) Test, test, test

Don’t rest on your laurels. Once your ads are out there, begin making minor tweaks and testing how they affect your ads’ reach and impact. Be sure to only make one change at a time, however, or you’ll struggle to identify which tweak made the crucial difference.

5) Don’t mislead

Clarity and honesty are all important in advertising. You can’t make a claim that isn’t true or accurate – it’ll only come back to haunt you if you do. Ensure that the keywords and description you use for each ad gives an accurate idea of the landing page it links to.

6) Track conversion rates

It may sound obvious, but enabling conversion tracking is a key step towards understanding how your ads are performing. The definition of a conversion changes from business to business, but without this data you won’t know whether you’re really getting what you’ve paid for.

7) Get rid of underperforming ads

When paying per click, you want to make sure that the clicks you’re paying for are actually doing some good. With that in mind it’s important that you get rid of underperforming ads with poor conversion rates – otherwise you’re wasting money.

8) Utilize your display URL

The display URL appears beneath the title tag in your AdWords ad. It shouldn’t be seen as a URL alone, however – it can also act as a further call to action and an incentive to click through. Use emotive suffixes such as /freetrial or /specialoffer to encourage users to click through to your page.

9) Using ad extensions

AdWords has a number of optional extras, known as ‘ad extensions’. These can be used to, for example, display the location of your business or include sitelinks to various areas of your site. Use these to your advantage – a location extension can be a great way to turn local browsers into customers.

10) Track, analyze and edit

Advertising via Google AdWords should be an ongoing process. You need to make sure that you’re always monitoring the effectiveness of your ads, analyzing what can be done differently, making informed changes and then tracking how those changes take effect. Keep updating and improving your efforts.

It can take a long time to master Google AdWords. Sites such as Digital Marketer and Search Engine Land are excellent resources for those looking to make the most of Google AdWords. If you’d like to improve the way that you market and advertise your business in future, contact Zoom Digital today. We can help you reach out to more potential customers.