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Tips & Tricks - Everything you should know

Freddy Czaja



AdWords is an offer from Google that lets you advertise on the Google search engine or on the Google Network. For example, if a potential customer is looking for a product on Google Search, your ads may appear above and below the normal (organic) search results. The ads are linked to your website and offers.

AdWords is the umbrella term for text advertising on Google Search. The management software (AdWords) also manages Google Shopping, Google Display Ads, and Google Remarketing.

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How do customers look for products?

Consumers start searching for products mostly in search engines like Google, Bing and Yahoo. For online shops, it is therefore essential to present products as well as possible in search engines so that there is an increased chance that consumers will find their products and ultimately buy them. Since Google has a market share of over 90% in Germany, this search engine is the most relevant for consumers and online shops.

There are two ways to show products in the first places on Google search results pages. On the one hand, this is in the organic search results - which can be achieved through good quality content and the entire online shop (search engine optimization). And second, through AdWords, Google's paid search results.

It is also important for online shop operators to know that consumers also search for products in price search engines, but also on specialist websites, in forums, blogs and especially in favorite online shops - Amazon is the best example here.


It is very difficult for online stores, product and category sites to be placed in the top spots of organic search results in Google, as in most cases very strong brands (Amazon) occupy these places.

The opportunity here is called AdWords - and the goal is to reach potential customers, generate sales and win regular customers. Without the power of AdWords, only top-ranked online stores would be able to sell products in search engines.


The advantage of AdWords is that you can display product ads when consumers are searching for the product. This makes it possible to target the target group very closely, which increases the chance of a conversion.
If you win a new customer through AdWords, chances are that he will become a regular customer and then advertise new customers.
Further advantages are the very good evaluation possibilities through Google-Adwords and Analytics. For example, you can see exactly which ad made a sale and with which keyword; This includes seeing which ads and keywords are not worthwhile. The possibilities of evaluation and chances for improvement here are almost limitless.
The next benefit is the traffic you get through AdWord text ads.
More users in online shops are good for search engine optimization, if they stay in the online shop for a long time and also complete the search query here (make a purchase). This shows Google that the online shop with its product and category pages is relevant, which can improve the search engine rankings. Not to forget that users who have come through AdWords in the online shop, then return to bookmarks, etc., which in turn increases the traffic.

Furthermore, by analyzing search terms in AdWords, new keywords can be found, which is essential for search engine optimization.


- advertise products directly (based on keywords)
- reaching the potential target group
- Win customers
- More traffic & visitors
- New customers bring new customers
- Very good evaluation options
- Good cost control
- Recognize new keywords

What do you need to consider when creating ads?


Google AdWords: AdWords ads are auctions where the advertiser's bids and the Quality Score of their ads und landing pages determine the ad's position on the ad space.

Onlineshop: Create ads for the products, add keywords (keywords), set the daily budget and run the ads.

Consumer: A consumer searches for a product in Google Search and enters a keyword. The Adwords ad is displayed above (and under) the organic search results, the consumer clicks on it and enters the online shop, the consumer buys the product. Google AdWords and Analytics show the conversion.


The very important Quality Score, along with the bid, determines the ad position on the search results page. For example, if two advertisers bid the same, the Quality Score determines the Ad Rank. The position of the ad is determined in a so-called ad auction.

The Quality Score always refers to a specific keyword and roughly states how well the ad & the linked landing page matches the keyword. For example, if the keyword is "Krugerrand" then at least the ad headline should include the word Krugerrand on the ad, and the landing page should definitely be Krugerrand. Furthermore, the ad should be written well enough to achieve the highest possible click-through rate (CTR) - it indicates the percentage of clicks on the ad. But what exactly affects the quality factor is not known down to the smallest detail - it behaves like the placements of the organic search.

What Google really wants in organic search results and Adwords ads is a very good user experience. This means that the search query of the user should be as satisfied as possible. Good ads and landing pages therefore have a higher Ad Rank (but always in proportion to the bid). Just that: High Quality Score ads pay less for the same Ad Rank than a low Quality Score ad.

If a quality factor is very low, the ad may not be displayed at all.

ADvertising TEXT

Ad text is critical to the success of AdWords. There are currently two lines available, each with 30 characters for the headline and 80 characters for an extended description, as well as a URL. The secret of a successful ad is, for the most part, the right choice of texts.

The texts should be written in such a way that the target group is addressed as well as possible and in the end clicks on the ad. Easier said than done, that's the biggest challenge facing all ad agencies and advertisers - driving potential buyers to buy.

AdWords is structured in "Campaigns > Ad Groups > Ads."
When creating a new ad (for a product), it's important not just to rely on ad text, but to find the best text through testing. To do this, create multiple ads per ad group to find the best ad to bring the most conversion. Also evaluated here by Google Adwords and Analytics.

A few tips on the ad texts

- The most important keyword should be used in the ad title and in the description.
- The searched keyword is highlighted in bold and is therefore more visible.
- Clear and phrasing sentences are very important.
- Pay attention to spelling and grammar.
- If possible, insert USP to stand out from the competition.
- Call-to-action must be present.
- Evaluating the ads, within certain periods.

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Advanced text ads are relatively new in AdWords. Their task is to provide the consumer with more information about the offer and, in the end, increase the chance of a click on the ad.

Be available:

- Sitelinks extensions
- Call extensions
- SMS extensions
- Location extensions
- Affiliate location extensions
- Price extensions
- App Extensions
- Review extensions

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Selecting and limiting search terms is also key to the success of AdWords. Users search with different search terms, but not all users are consumers and want to buy your product. For this reason, one of the tasks of setting up and managing AdWords is to identify the best keywords and to exclude bad keywords. Ideally, therefore, an ad should become more and more successful over time as it better addresses the target audience.


The basic settings of AdWords and the right targeting are the basic requirements for the success of AdWords. It's all set at the campaign level or ad group level.

First of all, you should choose where to show the ads before creating the ads: this can be done geographically by selecting the country, a specific area, a city, or limited to a specific radius. It is also very important that you choose the right advertising network. Google search (Google search engine only) and Search Network (sites that Google partnered with) are available.
Furthermore, it should be set on which devices the ads should be displayed, are available desktop (this includes the tablet) and mobile (smartphone). If you do not know your target group yet, then both types of devices should be used in order to act later from experience.
Next you should set the language - it refers to the Google language setting of the user.
Very important is also the advertising schedule. Here you can set the period for a limited promotional offer or the days of the week and times when the advertisements should appear.
The basic settings include setting the budget per day and the bid strategy. The bid strategies consist of multiple automatic bid strategies and a manual bid strategy. Automatic bid strategies can include: search page position targeting, target CPA, target ROAS, competitive auction position, maximize clicks, auto-optimized CPC.


- Ad network (Google Search vs. Search Network)
- Devices (desktop, tablet and mobile)
- Locations (countries, areas, cities)
- Languages
- Advertising schedule (start date - end date, days of the week and times)
- Bidding strategies
- Budget



One of the biggest advantages of Google AdWords, is the exact readability of the success - similar to direct mail. The goal is to optimize the entire campaigns with their display groups and ads in such a way that as little money as possible is wasted in achieving the advertising goals. AdWords offers an incredible number of options for this alone - but in conjunction with Google Analytics, the evaluation is even more effective.


The cost of AdWords will be determined by you. To do this, you set a specific daily budget for your respective campaigns, which multiplies by the days of the month, the maximum total amount. It is important to know that there are different bid strategies that you can choose according to your goals. The following strategies are available:

Focus on ad clicks
You use these cost-per-click (CPC) bids to get a lot of traffic to your website.

Focus on impressions or the frequency of ad delivery
This bid strategy is referred to as cost-per-thousand-impressions (CPM). If you want to increase your brand awareness, consider using CPM bidding. CPM bidding is only available for Display Network campaigns.

Focus on conversions or a specific action that visitors take after they click on your ad on your site
This bid strategy is called a cost-per-acquisition (CPA) bid. CPA bids should be used by experienced AdWords advertisers who want to earn more conversions, such as purchases or signups.

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