The Best Ways For Startups To Use Google AdWords

7 min readOct 7, 2017


Google AdWords is one of the well known online marketing platforms in the world and for this reason, it could be the best source of growth for your startup.

Many advertisers, especially those of the startups fear AdWords of being too expensive and complicated. However, the reality is a bit different.

AdWords is one of the most cost-effective advertising platforms. Click To Tweet

As a startup, you need to find new ways to use Google AdWords to its optimal level so that you that it can prove to be an effective platform for you.

If you are a startup and looking forward to using Google Adwords as an online advertising platform. You have landed on the right page for here I am going to tell you the best ways by which you can use Google AdWords.

1. Start with Search Network Only

The Search Network Only Campaign also known as the Search Campaign appear when people search for terms that are relevant to the keywords of your ads.

For example, if you sell Laptops then the Search Campaign will only show your ads to the potential customers when they will be searching for Laptops.

Although AdWords offers a variety of campaign types, most of the advertisers recommend Search Network in the beginning.

Search Campaigns show your ads to people who are actively looking for the products that you offer. They are focussed on getting the right people to click on your ads.

Since you are just starting with Google AdWords, it is advisable to keep things simple rather than complicating it.

Search Campaigns are the best option for you if you are limited by budget. Click To Tweet

Because this format is more likely to increase your conversions.

Once you have mastered the Search Campaigns, you can switch onto the Display Campaigns to boost your visibility and exposure.

2. Select Right and Relevant Keywords

Without any doubt, keywords are the building blocks of any AdWords Campaigns.

Keywords are those words and phrases that match customer’s search.

Most of the first time users assume that they already know what keywords their customers are using to look for their products. Probably, this is one of the primary mistakes they do.

Relevance and user intent should be kept in mind while targeting the keywords. Click To Tweet

There are certain tips that you should use while targeting keywords:

(I) Think like the customer

While creating a keyword list, the first step is to think like a customer. Imagine what your customers would search for. By doing this you will come up with the right keywords that hold relevance with the intent of the customer.

(II) Group your keywords by themes

Create different themes for the different type of product/service you sell.

(III) Be specific in choosing the keywords

Avoid using terms that are too general. Often the single terms are more generic whereas two or three-word phrases are more targeted.

(IV) Use different variations of your keywords

Your customers might use different terms for your product/service. So always list variations in your keywords.

(V) Use the Keyword Planner

To get ideas for your keywords and to expand your keyword list, you can use the Google Keyword Planner. It helps you to come up with new ideas for effective keywords.

3. Employ Negative Keywords

Negative Keywords play a very crucial role in any AdWords Campaign to get you the right type of traffic based on the goals of your campaign.

Negative keywords that prevent your ads from being triggered by irrelevant search queries. Click To Tweet

Furthermore, they help you to save your ad spend which would have been wasted by irrelevant clicks.

By reducing the irrelevant search queries, the negative keywords only attract highly relevant search queries. This increases your CTR, improves your Quality Score and reduces your Cost per Click.

To find new ideas for negative keywords, you can use the Google Search Term Report. It will show you what actually the users were searching for when your ads were triggered. Not only it will allow you to exclude irrelevant words but it can be a great medium to know your customer’s search.

4. Create Compelling Ads

AdWords gives you a lot of options to reach your potential customers but the most common option is that of the text ads that show up next to the Google Search Results.

Every AdWords Ad text has a headline that plays a significant role in grabbing the attention of your customers. Then there is the web address called the display URL where your customers will land after clicking on your ad.

The text ads are concluded by 2 description lines, which you can use to make your ad stand out and let your customers know exactly what they can do on your website once they click on your ads.

When coming up with your headline think of what makes you stand out from your competitors. Click To Tweet

If you have something special to offer, like a discount or a promotion, then make sure that you include it in your ads to let your customers see it.

Match your ads with the landing page. When someone clicks on your ads, they should be taken to a landing page where they can find the product/service that your ad promised. The easier you make it for customers to find what they are looking for, the more likely they are to make a purchase.

To know more about writing compelling PPC Ads, read How to Write Outstanding PPC Ads Text.

5. Choose Manual Bidding

Manual Bidding, as the name suggests, you can make bid adjustments manually.

This type of bidding gives you maximum control and enable you to make swift changes. You can either increase or decrease your bids on the basis of a number of factors like the keyword performance or the ad position.

Manual Bidding also gives you the opportunity to get very granular with the bids. Click To Tweet

In the automated bidding where the bidding strategies and operations are automated and you are left with no or less control over your campaigns. Also with automated bidding, there is a lack of flexibility of time which leads to delay in bidding decisions.

Hence, manual bidding is thought of as an ideal bidding option in AdWords because you can maintain complete control over your bids and budget, make changes as and when required without having a delay. And there is no extra investment needed for the third party tools.

6. Setup Conversion Tracking

In AdWords, understanding which keywords, ads, and landing pages are working and which are not, is very important when ascertaining the performance of the AdWords Campaign.

Many advertisers are confined to track the performance till the click level. They know how many clicks they got and how much they were charged for each click, but they fail to know whether these clicks were of any use to them i.e. did these clicks initiated the conversions or not.

Why confine yourself to clicks when you can get access to track all the metrics of an AdWords campaign?

Here, Conversion Tracking comes handy, it is a method that enables you to know where the conversion came from and what initiated the conversion.

Implementation of conversion tracking should be a high priority. Click To Tweet

Conversion Tracking is important for you because it shows you the exact position of your campaigns.

With the help of conversion tracking, you can easily find out what’s working or what’s not working for you. Hence, you can optimize your bids and budget accordingly to maximize the revenue from your AdWords Campaigns.


Being a startup, it is obvious to be a little anxious and nervous while setting up your first AdWords campaigns.

But once you have the basics down and know the best ways to use Google AdWords in the right manner, it can really be fruitful for you in terms of revenue.

So, I hope this article was useful to help you kick-start your AdWords campaigns and reach your goals as soon as possible.

Originally published at on October 7, 2017.




Writer, Content Marketer, PPC, AdWords, Social & Digital Media, Internet Marketer, SEM, Blog Creation & Marketing.