5 Google AdWord Tips Every Small Business Owner Can Use

Jul 29, 2016 by Anna Kachur, StoreYa
5 Google AdWord tips every small business owner can use
Posted Jul 29, 2016 by Anna Kachur, StoreYa

Paid Ad Campaigns — one of the best ways to help your business get consistent traffic, get the exposure and branding it needs, while Google AdWords is by far the most popular search platform followed by Bing and Yahoo.

Now, while it can bring you amazing results and increase your sales, if not done properly it can also break the bank for you. You must have heard stories of companies spending hundreds of thousands of dollars and not getting any further with their online traffic. Therefore you have to know your game when it comes to setting up Google Adwords on your own.

Before we share with you our experience and valuable tips about how to create the perfect paid campaigns, I wanted to share with you some exciting news!

StoreYa has a new integration with Ecwid which means that if you wish to create automatic ad campaigns and let us take all the heavy lifting from you then visit the Traffic Booster app page, it will create the ad campaigns for you on Ad Networks that are relevant to your business: Google, Bing, Facebook. Its smart Algorithm then will optimize them matching each search query with the most relevant ad and landing page on your site. It will also adjust the bid to keep your campaigns cost effective.

If you’re confident however and are motivated to do it on your own, then you will need to learn a few tricks as to what makes a campaign successful.

There are a few principles you should follow to keep your budget at check and save yourself time with AdWords. The following strategies will most likely save you a lot of headache and help you increase your ROI. Let’s get started!

Find Your Bid Balance

How do you find the most effective cost per click bid? What you want to do is find the balance that lets you spend the budget you have decided to spend and not going over it, nor missing out by offering too little. Our CEO Yariv Dror suggests starting with whatever bid you think is good, then see how it performs. If you didn’t spend your daily budget, increase your bid by 10% and wait a day. If you still didn’t spend the budget, increase it again. If you have, then decrease it by 5 % and check the day after.

Tip for Beginners: Don’t hesitate to start with a lower Bid than the Google Planner Tool suggests. You can adjust it later.

Since the bids are influenced by many various factors, such as industry, seasons and competition, they easily change over time. Thus, it is a good idea to keep experimenting with them by increasing and decreasing your offering.This method can be the difference between a well performing campaign with a positive ROI and a losing campaign.

Balance is the key to everything, and that applies to Google AdWords too.

Find your balance :)


Use Dynamic Keywords

An amazing feature offered by Google AdWords that will make your life much easier is Dynamic Keywords. It allows you to customize your ad according to a user’s search query automatically. All you need to do is write a description of your business and product, then let Google choose the keywords relevant for your business.

It will match each search query with the best ad’s headline and with the most relevant landing page, doing all the hard lifting for you.

I suggest to use this tool at least at the beginning and then once you know what works and what doesn’t you can exclude the search queries that worked from the dynamic ads and add them to a regular static search campaign. Google will continue searching for keywords while you put better bids for these well-performing keywords. Give it a try, it works!

Just a few things that make it an absolutely “Must Use” feature:

  • Your ads automatically update to become directly relevant to what the users are searching for. This gets you a higher Click Through Rate and a lower Cost Per Click
  • Saves you tons of time if you’ve got a large number of products and need to make unique ads with specific keywords for them.
  • Google lets your ads be longer than the usual search campaign, so sometimes you can get around the character count, which is pretty great.
  • Finally, Google bolds its Dynamics Keywords which makes your ads stand out.

Grouping Ads based on Web Store Categories

One of the biggest mistakes people make when starting off with Google AdWords is not organizing their campaigns into Ad Groups correctly. First of all, what is an Ad Group?

Ad Groups contain one or more ads that share the same set of keywords. So, let’s say you walk into a grocery store and see a shelf with bread spreads. The shelf would be your Ad Group while Nutella and Peanut Butter your Ads.

Now what people do is they throw all of their keywords into one ad group. The issue is that the Ad being shown should match the Keyword searched for and when all keywords are shown in one ad it makes it very unlikely for people to click on it.

What you will want to do is to set different bids for different keywords, based on the best-performing ones. In one ad group, you won’t be able to do it.

The best way to organize your account is creating ad groups based on the sections and categories of your webstore. For example, if you sell women’s clothing you will create a campaign for each of the following: Tops, Bottoms, Dresses and Accessories. Then you will want to break them down into Ad Groups. So under each campaign you will have several Ad Groups. For instance “Campaign Tops” will contain 4 Ad Groups:

Correct keywords disctibution for different ad groups

Organizing your account into Ad Groups helps you show the right ads to the right customers, as you can link every keyword to its relevant landing page. Therefore it really helps to group it based on your product categories and services type you offer.


A powerful practice for improving your conversion rate is Retargeting. What a retargeting campaign does is, it puts a piece of code on your website which you can go and place on different pages of your site. It builds a list of all other people that have visited your website. You can then store this list for future references and create a database of users who have visited your site.

What you do then, is you deduct the ones that have already converted, then go and follow them around the web. You can push your banner advertisement on those websites, exposing your brand in front of their eyes. They can then come back and just like magic,convert!

For example, I’m looking for lace up shoes and go to FarFetch homepage. I don’t find what I’m looking for and continue browsing. Suddenly I see FarFetch Banner ad on StyleBop website. My interest is recaptured and I go back to FarFetch and buy the shoes. Good work FarFetch!

Use as many as Google AdWords features as you can

If you make a point to use as many of the given functions in Google Adwords, you’ll be surprised as to how much time and money you can save. If you spend just a little bit of time on these, trust me you’ll be celebrating your results in no time.

  • Negative Keywords

These are essentially words that you don’t want to associate with which are similar to your keywords but are not related to your product. For example, you have an interior design store and you sell only wooden made furniture. This means that you wouldn’t want people who are looking for glass table set clicking on your ads. That’s when you can put write off “glass table” as your negative word and Google will make sure your ad won’t show up for that specific keyword.

  • Location

A simple refinement as to which location you want to target can save you thousands of dollars. Say you have a local pizza place. You wouldn’t want Google to advertise it on the whole State when your business is focused only on your local neighborhood. So, quickly adjust it to the radius that you think is relevant.

  • Scheduling

Scheduling is another feature that can be very helpful for small businesses. For example, you have a hairdresser saloon and your working hours are from 9 to 5. You don’t really need your ad to show up between 8 p.m. and 7 in the morning. You can use “Google Reports” to see when people are actually buying from you as opposed to just clicking. Make sure your budget is being used only during those hours.

  • Mobile and Desktop Campaigns

Finally, if you’re going to want to have Mobile and Desktop Campaigns. It’s in fact super easy to do it, by going to editing tools in Google Adwords and copy pasting the campaign. Just make sure your Mobile Campaign is optimized, by selecting keywords that are most relevant to mobile users.

There you have it!

Just kidding. Once you get the hang of it, the above strategies should make your ads more relevant and lead to higher conversion rates, not even mentioning how happy your wallet will be. Combined, it should skyrocket your AdWords campaigns and your PPC performance in general.

About The Author
Anna Kachur is a marketing enthusiast and the inbound marketing manager at StoreYa. She spends her days searching for the newest social marketing scoop and creating amazingly awesome content. When she's not in front of the computer she loves hiking in the outdoors, exploring new places and meeting new people.

Stay up to date!

Get free e-commerce tips, news and inspiring ideas delivered directly to your inbox