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Make sure that you create ad groups that are targeted to a set of related keywords. Ad groups help you to write ads around related keywords that identify your prospects’ search intent and awareness.
Your keywords should be tightly themed within the groups, and your ad copy should then be closely related to the keywords in the ad group. Don’t go overboard with this though, too many ad groups relative to your budget can make it harder to optimize your ads.
Each ad should have a landing page that addresses the likely search intent of the user, answering any questions they may have and clearly indicating what is the next step should they want to proceed further.
Matching the context of your ads and landing pages to a user’s search intent boosts your CTR and your quality score, lowering your cost.
I recommend you make use of extensions. These allow you to add more information and promote special offers. Extensions make your ads more prominent and relevant for your prospects.
Lastly, good Search campaigns need to get conversions for your business. Whether sales or leads, these conversions should be tracked and appropriate financial value assigned so that you know if you are making a financial return from your ads.