If you’re considering spending any amount of money on ads to reach your target audience, you’d better spend it in the right place.

That is, somewhere with over 259 million unique visitors and 4.8 billion daily interactions.

Somewhere like … Google.

Google Ads allows you to create and share well-timed ads (via both mobile and desktop) among your target audience. This means your business will show up on the search engine results page (SERP) at the moment your ideal customers are looking for products and services like yours via Google Search or Google Maps. This way, you reach your target audience when it makes sense for them to come across your ad.

Additionally, no matter the size of your business or your available resources, you can tailor your ads to suit your budget. The Google Ads tool gives you the opportunity to stay within your monthly cap and even pause or stop your ad spending at any point in time.

Why advertise on Google?

Google is the most used search engine, receiving over 5 billion search queries a day. Not to mention, the Google Ads platform has been around for nearly two decades, giving it some seniority in the area of paid advertising.

1. Avoid broad keyword terms.

You really need to nail it when it comes to your keywords, which is why testing and tweaking should be a part of your strategy. If your keywords are too broad, Google will be placing your ad in front of the wrong audience which means fewer clicks and a higher ad spend.

Review what’s working (i.e. which keywords are generating clicks) and adjust them to best match your ads with your target audience. You likely won’t get the mix right the first time, but you should keep adding, removing, and tweaking keywords until you do.

2. Don’t run irrelevant ads.

If your ad doesn’t match the searcher’s intent, you won’t get enough clicks to justify your ad spend. Your headline and ad copy need to match the keywords you’re bidding on, and the solution your ad is marketing needs to solve whatever pain point that searcher is experiencing.

3. Improve your Quality Score (QS).

Your Quality Score (QS) is how Google determines how your ad should rank. The higher your rank, the better your placements. If your quality score is low, you’ll have fewer eyeballs on your ad and fewer chances to convert. Google will tell you your Quality Score, but improving it is up to you.

4. Optimize your ad landing page.

Your efforts shouldn’t stop with your ad — the user experience after a click is equally important.

What does your user see once they click your ad? Is your landing page optimized for conversions, meaning does it use the same keywords? Does the page solve your user’s pain point or answer their question? Your user should experience a seamless transition through to the conversion.