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Google Ads are effective at generating traffic for your website. However, an ill-conceived ad strategy can cause your marketing budget to inflate. Avoid this by having a plan for your paid ads campaigns. Whether you’re doing it yourself or hiring PPC specialists, here are some things to remember if you want to make the most of your Google Ads account.

Have separate search and display campaigns

It’s vital to know the difference between the Display Network and the Search Network. You should also understand the nuances described by terms like cost-per-click, CPA goals, and conversion rates. If not, you are missing out on the true potential of the Google ads network.

You limit your success when you use several campaign types at once. When you separate campaigns, you help Google understand your content better. You’re also making it more convenient for yourself later on; different campaigns means distinct attributions in reports. Enlisting the services of Google PPC experts would help you plan properly.

Have unique ads for various ad groups

Your ad groups must have highly specific advertisements. When they do, you can check your performance data and be more confident that the results truly show what does (or does not) resonate with your audience.

For instance, if your store sells workout clothing, have various ad groups for the different types you have in stock. Women who practice yoga at home will likely click on ads showing yoga leggings instead of something that offers various kinds of gym pants. The more relevant your ad groups, the better the ads’ performance in auctions.

Make sure you have keywords where necessary

Your ad copy and landing pages must have continuity, and you can ensure this if you incorporate your keywords in both. For instance, if you are trying to sell a particular running shoe, you don’t want your landing page to feature other brands.

Break the keywords in various groups and include ones that people search. You can also switch the insertion of keywords. An agency specialising in Google Ads can help you do this effectively.

Use geotargeting in your campaigns

Adjusting your bids according to geographical locations like states, counties, and cities benefit your marketing strategy greatly. When you focus your ad spend on a particular population or demographic, or if you concentrate on a region, you are likely to incur lower marketing costs and higher conversions.

Check all the available options in your location to see what areas you can include in your geotargeting strategy. Then, evaluate these by city, state, and country. You could customise ad copy by location; you can have a specialised advertisement for areas that you know convert better than others. Adjust the bids for these ads by 25 to 50 per cent.

If one area performs poorly, you could adjust your bid accordingly. If you would like to see the best results, let an agency specialising in AdWords management handle the adjustments.


When you outsource your PPC ads, you reap the benefits of having a professional AdWords management team handling your marketing for you. These teams have insight and knowledge from working for other companies, and they also have the tools needed to create robust campaigns.

Get outstanding results on your PPC campaigns when you team up with 408 Media. We are Google Ads specialists in the UK experienced in meeting ambitious revenue targets for our clients. Get a free audit today, or contact us for enquiries!



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