Google has become so synonymous with online searches that, oftentimes, instead of asking someone to look something up, people say to “Google it.”

With its cultural dominance on the internet, it only makes sense that we, as advertisers, capitalize on placement in Google Search.

The key to an effective Google Search ad campaign is keywords. The content of an ad should include relevant keywords that consumers may be searching for in connection to products and services. Headlines should be concise and attention-grabbing while descriptions offer details that entice consumers to learn more.

On the backend of Google Ads, keywords can also be input into a campaign to expand the potential impressions an ad gains. By loading the backend of the campaign with relevant keywords, there is an increase in the number of queries that a campaign can bid on for ad placements.

The next important factor to an effective Google Search campaign is a call-to-action. Providing consumers with details about products and services is an effective way to gain their interest. The key to turning interest into a conversion is an effective call-to-action. Wording such as “learn more” or “call today” is a gentle push to tell the consumer that action can be taken with the push of a button to further them along towards a product related to their search. 

In addition to effective content, advertisers can also take advantage of the Google Search responsive ad format. This format allows for several headlines and descriptions to be input into one ad, which Google then takes and tests various combinations to determine the most effective ads for relevant searches. Using this format, advertisers can either upload several versions of copy and allow Google to optimize the ad through the responsive format or advertisers can limit the copy they upload for more direct control of how ads appear in Google Search.