13 Data-Backed Tips for AdWords to Use Today

13 Data-Backed Tips for AdWords to Use Today     


The AdWords learning curve is never ending – first, because AdWords is vast; and secondly, because Google keeps on altering and adding features to achieve and maintain a high degree of efficiency and relevance given people’s ever-changing search habits.

The takeaway here is that there is always something more that you can learn to fine-tune your campaigns to increase CTRs and conversion rates and on that note, Here are 13 surefire data-backed tips for AdWords to use today.

Long tail keywords

Long tail keywords are audience friendly with a more natural vibe. They forge emotional connections better leading to increased engagement and higher conversions rates. Gleaned data clearly shows this and the fact that they are often cheaper means that they increase ROI while providing an enabling environment and entry point for those with tight budgets.

Embrace voice search

A renowned statistics site suggests that by 2020, close to 50% of all searches will be via voice. While the figures may not be 100% ascertainable, the obvious truth is that the use Cortana, Siri, Google Assistant, Alexa, and other assistants is increasing rapidly. Prudence, therefore, demands premeditated alignment to take advantage of these changes through the use of long tail keywords and rich content.

Shift from keyword focus to using natural lingo

After years of focusing solely on keywords, it can be challenging to break the keyword obsession, but that is exactly what you must do increase your ad spend ROI. Just like you are more likely to like someone who comes off as genuine rather uncharacteristically polished, data shows that people are also more likely to click on ads that use natural language as copy as opposed to keyword stuffed, overly curated content.

Ad quality over keyword relevance

AdWords changes over the years have slowly been relegating keyword relevance in preference of ad quality. If in maintaining keyword relevance you will compromise ad quality, do not do it. Strive for ad quality crafted from an audience perspective.

The proper point of view

Keywords have their advantages, but ultimately, what matters is to what extent your ad will move and impress your audience. Keywords will not bring you conversions – people will. Keep this in mind at all times to avoid going off on tangents that may harm your ROI.

Use pronouns

In ensuring your ad is as audience friendly as possible, use pronouns. We, you, us, him/her will help you forge a problem-solving mindset which will effectively enable you to create ad copy that directly speaks to your audience. In short, a pronoun-heavy approach will ensure your copy does not deviate from the focal point of solving people’s problems by offering a superior value proposition.

Leverage If functions

Rolled out in February, If functions are already among many marketer’s favorite AdWords functionalities. They enable advanced ad customization such that the ad is only shown to an audience that fulfills certain criteria. It makes it possible to target those who abandon carts, repeat customers/visitors, mobile or desktop users, etc.


Not only is remarketing a cheaper way of priming people who have already interacted with your brand but it is also surprisingly effective. It is like trying to boil warm water in comparison to cold water. Remarketing is simply not an option if at all you wish to optimize your advertising and maximize ROI.

Drive ad engagement with demographic targeting

Though still fairly new, demographic targeting is a must-use targeting feature. It will allow you to tailor an ad to different audiences based on gender, device, age, etc. Consequently, ad engagement will increase because you will be appealing to the right niche of people. It is really a matter of common sense and shrewd marketing.

Use locational extensions

Mobile traffic surpassed desktop traffic which means that location stipulations are now crucial to effectively target cell phone users who are, of course, mobile. Locational extensions make this possible by enabling the inclusion of a map, address and distance to business in ads.

Affiliate extensions

Affiliate extensions are a handy workaround if someone not in the direct vicinity of your establishment taps on your ad. Leverage them to direct potential customers to the nearest retailer, or store that stocks your product or a capable representative.

Message extensions

Message extensions are especially effective for enterprises that work with appointments such as a dentist clinic. They make it easier for the audience to message you by simply tapping the ad. Go a step further and use the autofill feature to help those who engage with your ad to generate the message body.

Call extensions

Similar to message extensions, call extensions initiate a call once someone taps on the ad. Schedule ads with call extensions for when you are available to avoid losing business, making bad impressions, and harming your ROI. If you have an app, the app extension offers the perfect solution to direct traffic to your app’s download page.

AdWords changes are always well researched, and adequately data backed as Google does not make haphazard moves. Thus, strive to be on the frontline when it comes to knowing about and leveraging useful advancements that can propel your campaigns.

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