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Angela Soudi

How To Operate An Effective Google AdWords Campaign

November 27, 2017

Head of Hospitality

Angela Soudi

Head of Hospitality
Google Ads Management

Article Overview

10min read

Once your Google AdWords campaign has gone live, you have to focus on several important areas that should be monitored and improved continually.

The ad target group

Your ad should target your core audience if it is to even have a shot at getting noticed. While you may have set up the ad, found all the right keywords and know who your potential audience is, you can still never guarantee success until the campaign goes live. Aside from keywords, you will need to also focus on geographic location, time of day and device.

The Ad copy

Once you’ve determined the right audience, another critical element is the ad copy. There should be a lot of effort that goes into writing the perfect copy. There is a possibility that the first draft may not give you the success you want, which means you have to continue to monitor and perfect it and produce a copy that works best for your potential audience.

Landing page

Landing pages are known to convert website visitors into leads or sales. The performance of the landing page depends on the effectiveness of the ad copy and targeting tactics. Even if the landing page is perfectly designed it will not work if the ad copy or potential audience is not up to standard.

Keyword selection

Keyword selection is one of the most critical factors when it comes to targeting a core audience. Keywords selected should be what potential customers search for. However, it is not to say that every keyword selected will perform just as well as you imagined. If the keyword list somehow under-performs the first time around, do not get frustrated. You cannot know beforehand the variations that will perform well and the ones that don’t. The goal is to look for promising keywords that are converting but have not been specifically used in a search phrase.

Geographic area and devices

Once you have got your keywords organized it is time to look at geographic area and device performance. Mobile traffic has increased over desktop traffic in recent years with almost everyone using mobiles on the go. The bottom line is that you should target both groups, because you will have potential customers on mobiles and desktops. How do you know which device is performing well? A Google AdWords agency will look at analytics to determine which device is performing, and if not, how to step up the campaign.

Optimization of the Google AdWords campaign should be a habit. Find opportunities to test ad copies, keywords and landing pages. Keep in mind this is not a one time thing, make optimization a habit if you want to maximize return on investment.


Angela Soudi

Head of Hospitality

Angela Soudi is a visionary writer with 20+ years of experience in Sales and Marketing across Europe, Canada, and the Middle East. She is highly invested in actively contributing articles to pioneering hospitality platforms and websites.

Angela Soudi

Head of Hospitality
Google Ads Management
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