Web marketers are well aware that using Google AdWords is a great advertising strategy to attract visitors to their websites. But how do you make sure you get a good return on investment?

Indeed, a poorly managed advertising campaign can be expensive, especially if it does not pay off. However, a well-ordered AdWords campaign can get you a large number of visitors in a relatively short time. Considering that 8 out of 10 Internet users use Google as the main search engine, knowing how to use Google AdWords is a winning strategy to keep your business afloat in the face of competition or to boost your sales in the short and medium term.

However, several pitfalls exist for optimal use. It is important to keep in mind, for those who are undertaking a new advertising campaign on Google, that there is no turnkey strategy. Everyone must define their own advertising campaign according to their objectives and their sector of activity. In other words, getting the most out of AdWords takes time and money. Working on a trial and error basis, AdWords requires that you stay alert to your results and make changes to the keywords you purchase to achieve your goals. Despite these difficulties, there are a few simple tips to amortize your investment from the start.

Group the right keywords correctly

The first tactic to keep in mind is to define the keywords or groups of keywords that you believe are most likely to match the searches of your potential customers. As we mentioned, choosing the right keywords works on a trial and error basis. It is therefore important to remain attentive to the results obtained, ie the click-through rate, the conversion rate or the cost per acquisition presenting the best return on investment. In this sense, it is recommended to always test these keywords for better results until you are satisfied. You might be surprised that this type of test could potentially double your conversion rates and cut your costs per acquisition in half.

However, before you get there, do some research by visiting your competitors’ websites and using specialized tools, such as Google Keyword Planner. This will allow you to get good results from the start. Knowing how to put yourself in the shoes of its customers is a prerequisite to know how to capture their attention.

A second tactic to keep in mind is to segment your advertising campaigns according to your products and services. This is because AdWords is set up so that you can create ad groups based on different types of products and services. For example, if you have one campaign focused on promoting your products and one focused on repairing your business, each of these two campaigns should be generated separately, for best results.

Not using ad groups is one of the biggest mistakes newbies to web marketing make. Indeed, rather than segmenting the ads into different groups according to similar types of keywords, many are inclined to group all their keywords in a single ad group.

The problem with this approach is that the ad displayed will be very general and will not specifically match the search for the user.

For example, Apple sells several different products. The company sells laptops, desktops, tablets and mp3 players. However, if Apple’s AdWords strategy doesn’t divide its products into different groups, it’s going to be difficult to quickly catch people looking for one of its specific products. That’s why Apple uses ad groups to promote each of its products, including “MacBook Pro” or “iPad Mini”. This allows internet users and consumers to find the information they are looking for much faster.

If you do not divide your keywords into different ad groups, you will group all your product and service ads under one campaign with the risk of directing your consumers to the home page of your business or company. , which is not always desirable. In particular, because this will not allow you to personalize your ads to match the search terms. The more you divide your ads and keywords by specific themes, products or services, the easier your campaigns will be to find and the better the return on your investment.

In general, it’s recommended to use a maximum of 10 keywords per ad group. It may happen that you exceed this limit. Nevertheless, the number of 10 keywords is a good indicator to know if your campaign by keywords encircles well the information announced and the research of your potential customers.


Knowing how to use Google AdWords is key to a winning advertising campaign. Knowing how to use its different tools will not only attract more visitors to your website, but will also increase the number of visitors interested in your products and services. For an optimal return on investment, do not miss to apply our expert advice as simple as easy!

About the Author

Nicolas Rabouille is a web marketing specialist and co-founder at Rablab, an agency specializing in advertising placement on Google and Facebook.