5 Ways to Make Use of Google AdWords #ThursdayTips

AdWords is the main advertising service that Google has been offering to the world. This means that through an online advertising platform, any business is given the opportunity to be seen around search engine results pages (SERPs). This is through paid advertisements. The main goal is be seen on the first page and be listed in the top ten results.

Considering that Google is dominating online search engines, AdWords would be a good way to invest on your own business. You could set up campaign budgets to boost rankings. You only pay when your ads get clicked on.

For a few but relevant advice, read on.

5 Ways to Use AdWords

There are various ways to use AdWords. However, those will depend on individual business needs.

Keywords play a big part in the whole system. Determine what words related to your business are usually searched for in Google. If they are similar, like “blog tips” and “blogging tips”, choose the keyword people more often type in the query box. Of course, you must work on your good content, not just depend on keywords. Keyword-dependency is how much of SEO got a bad reputation. Use SEO properly.

Below are several ways to keep in mind if you are considering using AdWords.

1. Use keywords for your site’s Search Engine Optimization (SEO)

Keywords are used in SEO, which is what you do to rank well in search engines. Through AdWord’s Keyword Planner tool, you will be able to check which of your keywords are working for you and what other ones might attract more visitors. Always make sure they are closely related to what you offer.

The Planner will tell you if certain keywords get high volume search rates. It will also tell you how competitive they are. That means if hundreds of sites use the same words or phrases, do not use them. Pick high-volume, less competitive keywords. Once you have identified them, start incorporating those keywords in your site. Get an idea as well on how much each keyword will cost for a campaign.

There are other features to help you zoom in more on the relevant words while targeting locations, languages, and others.

2. Target users through Search Network

The Search Network is focused on pay-per-click (PPC) advertising, mainly known as paid search. Under the Search Network, advertisers bid against one another for keywords they can use in their ads. When a user searches for the keyword, the bid winner’s ad may show on Google. Payment to AdWords is based on the number of clicks the ad gets.

3. Target users through Display Network

Advertisers have the option to not only create text ads. They may exhibit banner-style ads as well. The Display Network is very powerful as its audience reach across the globe is practically 90%.  People are more easily drawn to images.

4. Utilize negative keywords

AdWords have what they call “broad”, “exact” and “phrase” match keywords. Take time to understand how to use them to your advantage.

There are also “negative” keywords that are quite useful. Creating your negative keywords list will help keep your ad from showing up where they shouldn’t. For instance, when users search for “clothes” but your specific products are jackets, your ads will not be shown. This will prevent anyone who is not looking for jackets from clicking on your ads. That saves you money.

5. Do AppsStore Optimization

Google has many partnerships such as with AppsStore. Still, there are currently only a few mobile app promotions in Google Play Store.

Each of these has its advantages that you can benefit from: universal app campaigns, mobile app installs campaigns, mobile app engagement campaigns. People have increasingly become mobile-dependent, so optimize for these.


There is more to Google AdWords that would be very useful when you start to advertise and market your site. AdWords sounds easy, but it is not. The success of your business does not depend on AdWords alone. Rather, it’s in how you make your decisions and do your best for each campaign.

How to Properly Use Sitelink Extensions #ThursdayTips

If you’re not new to Google AdWords, then you know about sitelink extensions. If you have never heard of it, you have probably seen samples already and don’t know it yet.

Sitelink extensions are those extra two to six links that appear below text ads in search engine results, four if you’re using mobile. They lead to more specific site pages owners would like searchers to visit. They maybe links to the products page, contact page, store hours, any page they have identified as likely to entice visitors.

These extensions can help boost website ranking and, therefore, the business. There is always a right and wrong way to do it, but why not stick to the best?

Best Practices in Sitelink Extensions Setup

Businesses like yours will do well maximizing advertising services by following these practical tips:

  1. Keep it brief. There is a limit to the number of characters to use, which is 25, but 12 for languages which characters take up more space (Japanese, Korean, Chinese, etc.). Do this so your texts do not get cut. Less is more, that’s the key. People don’t have to wonder what it is they are missing. The shorter (but clear) the links, the more links you get to exhibit at the SERPs.

  1. Use space wisely. Make your 25 characters count by making sure users can quickly get a grasp of what it is you are linking to. It has to be connected to your chosen landing page, so choose the right words and the right pages to link to. Refer to the navigation bars for ideas.

  1. Avoid the restrictions. To avoid getting your links disapproved, it is relevant to follow the policies:

        • Each sitelink must have a different name.

        • Link URLs should be no more than 2048 characters.

        • Download links are forbidden.

        • Leave punctuation marks and symbols out of link texts.

        • Keyword insertions are not allowed.

        • No adult or non-family contents anywhere, please.

        • Tread lightly when using trademarks and refer to specific policies on this.

  1. No sitelinks are the same. Regardless of whether they belong to the same campaign or ad group, no two sitelinks should share the same landing page and/or contents with each other, not even with that of the ad itself. Not only is it redundant, but you miss the chance to show them whatever else your site’s got. The rule is, “unique contents, all the time”.

  2. Write good descriptions. Help searchers understand your links further. While they do not affect the number of links, still, be concise but clear in explaining what the pages are about. Meanwhile, third-party links are allowed, as long as they remain properly descriptive, e.g. “Follow us on Facebook”. There is no room for misinterpretation.

Be mindful of all these best practices and lessen chances of ads being disapproved, sitelinks not showing, domains being disabled and, worst, your whole account getting suspended. It certainly is not worth all the trouble. So remember to always play by the rules and you’ll never go wrong.