Traditional advertising has been overtaken by digital marketing and the online world offers far more options to reach a wider audience. Digital advertising draws a larger audience at a fraction of the cost of traditional advertising mediums.

Many corporations have shifted from television and print to explore their options in the global digital world, where you run a marketing campaign on a budget. With Google basically owning 90% of the search engine market, Google Ads has become the platform of choice for businesses looking to become visible online.

However, as with any new experiment – it becomes easy to be misguided in best practices when it comes to online advertising. Here is a list of ways to use Google Ads correctly.

  1. Position your ad in the right location

The place in which you position your ad on a webpage determines conversions and returns on your investment through PPC. However, placing an ad at the bottom of a webpage can be detrimental to your campaign.

According to stats, only 15% of an audience clicks on an ad at the bottom of a page whereas using the top banner attracts up to 80% of page visitors. You need to position your ad in a place that maximizes your click-through rate.

  1. Use your ad extensions correctly

You need to research how you can use extensions like AdWords for advertising your products or services. There are many tools that help you maximize your visibility. Besides, extensions allow you to add features such as reviews from customers.

The culture of reviews has grown in the digital space and many people rely on reviews to decide whether they are buying a product or not. With each advertisement, you can link a review from a client to build more trust from a potential client.

  1. Pay attention to Google display network

Google’s Display Network is probably one of the most tools for digital marketing as it boasts over 180 billion impressions on a monthly basis. The display network allows your ad to reach all corners of the internet, attracting 80% of global internet users.

Content creators have reported increases of up to 300% in people who visit their website. This means that as an advertiser, you need to develop attractive ads and designing them to suit your target market.

  1. Use your conversion optimizer

The fun thing about Google is that it has developed many tools and plugins to solve potential problems when using their apps. Google Optimize is one of these tools. It allows advertisers to gain conversions at a very low cost per action.

For example, if a client is looking for a dissertation writing service, they should easily find it through Google Ads. Companies who correctly use this tool have reported increases of up to 21% in conversions.

  1. Invest in being at the top

As mentioned before, top banner advertising attracts more clicks than an ad at the bottom or on the side. In digital marketing, the top 3 Google Ads are found to attract over 40% of clicks. Thus, you need to be willing to have your ad the top by paying the necessary amount.

You can use this method for special promotions and making sure that your campaign ranks at the top. Also, your ad should reflect what you are selling and not oversell a product.

  1. Consider mobile users

It is easy to forget about the mobile user while building your campaign, but a large contingent of internet users access the internet using a mobile device. It is reported that accommodating mobile users can command 97% in spend through.

Research has also found that up to 70% of mobile users contact companies from Google Search. It is also important to ensure that your contact details are up to date and that you are easy to reach.

  1. Advertise locally

Tapping into online marketing can give you the misconception that you need to advertise all over the world. Of course, there is nothing with seeing your product from a global perspective. But it is important to not forget those around you and close to where your business operates.

When searching for a product or service, users feel relieved to know there is someone or a shop nearby that can meet their needs. So, be sure to have your setting maximized to your locality to ensure that people in your area easily find your business.

  1. Choose you advertising time, wisely

When it comes to digital marketing, timing is of the essence, much like mainstream advertising. Some campaigns operate on a cost-per-action basis and you need to determine when your customers are online.

This mostly applies to B2B advertising where the lowest CPA is during working hours. When researching your audience, you will find specific time frames in your niche when people are online and might spot your ad. You need to leverage your campaign against these factors.

  1. Track your ads

AdWords allow you to track every aspect of your ad, and once you learn what makes customers click on a certain ad, future campaigns become easier to formulate.

You can use tools like Google Tag Manager, which enables users to monitor success levels and the level of engagement from clients. You can gain insights on how to improve future campaigns to ensure that you reach your target market.

  1. Increase your brand awareness

AdWords is a powerful tool that can help build brand awareness for your product or service. A good campaign focuses on brand awareness to boost its clientele and allow for focus in a specific industry.

The correct use of Google tools can increase brand awareness by up to 80%, and allows customers to become familiar with your business and the benefits of using your service.


Google Ads is a simple tool and can be used by anyone in digital marketing to maximize results. Hopefully, these points will bring your business closer to its goals in online marketing and help you attract more customers. By applying these techniques, you can increase your business’s footprint and allow for more business from different avenues.