How to Drive Sales with Google Ads

How to Drive Sales with Google Ads
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Are you a new store owner? A seasoned advertiser that wants to increase sales with Google Ads

Turn your Google Ads Campaigns into money-makers with help from our team at Eternity! 

In order to increase sales with Google Ads, you must optimize and test your Google Ads Campaigns. 

Where do you begin? 

There are a number of tips and tricks that you should be implementing into your optimization strategy. Google Ads optimization can seem overwhelming but it does not have to be. 

Here are 10 Google Ads tips and tricks to help you increase your sales today: 

Add Negative Keywords to your Campaigns

You probably already know, but maybe you don’t. Negative keywords are one of the most powerful tools in your Google Ads campaigns. They are often overlooked, but it is important to remember that negative keywords ensure that you are eliminating searchers that are not relevant to your products or services. 

Negative Keyword Benefits:

  • They keep ROIs in line, as they prevent spending money on keywords where they will not have a good return.
  • They ensure searchers are only shown ads that are relevant to what they are searching for.
  • They increase the likelihood of more targeted traffic, which ultimately increases conversion. 

Up your negative keyword game to improve the performance of your campaigns or ad groups. Make it the first optimization step and you will reap the rewards. 

To increase sales from your Google Ads, you will want to add negative keywords to your campaigns or ad groups that are not performing well. This includes ads that have low click-through-rates or ads that are high-cost and yielding few or no conversions. 

Test your Keyword Match Types for your Campaigns

The next step is to review and update your keyword match types for your campaigns. Keyword matching helps Google determine how relevant a search term is to your ad, therefore displaying your ad appropriately. 

Your Google Ads account should include a variety of campaigns with different match types that complement the goal of each campaign. Over time, you will refine and segment your performing campaigns and your matching strategy will change. 

Think of it as casting a wider net at the start and then refining your campaigns by narrowing your match to a more segmented search. 

When you switch to a more broad match, you will be given more control over the traffic you are getting, thus helping you to increase sales for Google Ads.

Increase your Budget with Long-Tail Keywords

Did you know that 29% of keywords with 10k searchers per month consist of three or more words? 

Test and add long-tail keywords to ensure you are getting more targeted traffic that is likely to convert. With the addition of long-tail keywords, you have less competition and a higher chance of converting. 

Although they are seen as unpopular, long-tail keywords can lower CPCs while increasing sales. 

Look at your current organic traffic to find possible long-tail keywords, or utilize keyword research tools such as Answer the Public. This will help you find questions that people are asking about your products or services. 

Audit your Keywords and Remove Duplicates

Do not forget to remove duplicate keywords. Duplicate keywords will impact your Quality Score while eating up your budget. 

If you are bidding on the same keyword more than once, you are essentially competing with yourself and unnecessarily increasing cost-per-click. 

Start by optimizing your existing keywords and ensure you are not bidding on the same keyword more than once. 

Although there are very few where you should bid on duplicate keywords, there are times when duplicates are effective. 

Duplicates are effective when:

  • You are bidding on the same keyword that will be used for difference placements, search or display ads.
  • You are using different match types for duplicate keywords.
  • Your ads are segmented to service different locations. 

Utilize Google’s step-by-step guide to remove duplicate keywords. 

Audit your Landing Page Relevance

Ensure your landing page relevance will provide better Quality Scores. This will ultimately lower your costs. 

For example, if you are getting a good cost-per-click for your budget but your conversions are non-existent, you need to review your URLs to ensure they are relevant to your ads, your target audience, and your search. 

Audit your landing pages with this step-by-step guide:

  • Start by checking your keyword and landing page relevancy in your Google Ads campaign metrics. Your Quality Score is a good indicator.
  • Next, you should check your URL page and determine if it is user-friendly, has a good architecture and does not overwhelm potential buyers with too many links.
  • Next, you should test various call-to-actions and headings to find out what is working and what is not working.
  • Last but not least, test your site speed to ensure your landing pages are fast and efficient. 

Combine and Test Ad Groups with RLSAs

Do you have campaigns that were once kicking butt and have started to dwindle? We recommend pausing those existing ads and breathing life into them by testing them with Remarketing Lists for Search Ads. 

Remarketing Lists for Search Ads stands for RLSAs and we all know how important remarketing lists are for search ads. 

Your old ads may be stale but they could perform well as remarketing campaigns. This is an important addition to your sales funnel, and it works by drawing traffic back to your site and thus increasing conversion chances. 

The most efficient way to do this is by utilizing Google’s campaign drafts and experimenting. 

Bid on your Brand Name and your Competitors’ Brand Name

Yes, you should absolutely bid on your brand name and your competitors’ brand name too! Why? Because if you are not bidding on them, your competitors will. Additionally, it will help you get to the top of SERPs where you are not organically on the first page for your brand name. 

When bidding on your competitors’ brand name, this will entice their shoppers to take a look at your brand name and see what you have to offer. It is a balancing act. You need to ensure your ad is not pretending to be your competitors’ ad. Instead, you should provide an alternative option that has not been thought of. 

Beware: You cannot use trademarked brand names in your ad text or landing page URL. 

Here are some tips to get you started:

  • You should be strategic with your competitors’ brand terms.
  • You should target competitors with a very similar target audience.
  • You should be strategic with your budget.
  • Utilize Location Bid Modifiers to Fine Tune your Google Ads

Tweak your campaigns by location and see the effects that it will have on your results. Location bidding is not just for traditional brick and mortar stores. Location will help you sell seasonal products or products that are best suited for different climates. 

Take a look at your Google Ads metrics and see which locations are yielding better ad performance. You can then create more campaigns aimed at searchers living in those specific locations or pause locations that are not converting. 

The information that you receive from your Google Ads metrics can be quickly analyzed and pulled geographically or by user location. 

Adding location bid adjustments to your campaigns will ensure you can automatically adjust the frequency of your ads based on geographic areas, cities or countries. 

Additionally, adding location bid adjustments will show your ad more or less frequently to customers in specific countries, cities or geographic locations. You can also use the location extension targets to set different bids for customers who are located around your business. 

Optimize for More Clicks with Ad Extensions

When you enable ad extensions in your account and optimize your existing campaigns or ad group, you can receive more clicks. Ad extensions include site link, callout and review extensions, as well as structured snippets. 

You can improve the user experience of your ads while also increasing sales when you highlight promotions, products or valuable brand information. 

Capitalize on this by:

  • Creating account-level extensions
  • Using as many extensions as you can - as long as they are relevant
  • Syncing your snippet extensions and ad elements
  • Using ad rotations to select high-performing extension combinations

Improve SEO with your Metrics

The success of your campaigns, keywords, and locations will provide you with a lot of data for your DIY organic efforts. Your results will help to point you in the right direction in terms of SEO. 

Building a strong strategy combines both SEO and PPC. It is the foundation of online store success. 


If you don’t know, now you know. 

These 10 quick Google Ads tips and tricks will help you increase sales and improve your results. Without good optimization, you are throwing money away. 

Additionally, as you grow your business and become more experienced, you will want to add more campaigns with smaller segments and targeting. This will ultimately make optimization even more relevant and will help you build a bigger and better sales stream.