How to approach Search advertising

A guide to being found by potential customers in global markets

How to approach Search advertising

3 The components of your Search Network campaign

All in all, there are four key components to a Search Network campaign:

1. Ad groups:

Each of your campaigns contains ad groups. There isn’t a minimum or maximum number of ad groups to have in your campaign, but less is usually more, especially for new advertisers, as it’s more practical to not have too many ad groups, keywords, ads, and landing pages to manage. Ad groups contain the keywords featured in your text ads and direct users to your landing page.

2. Keywords:

Google recommends 5-20 closely-related keywords per ad group, which lets you scale your campaigns when organising them, and still serve relevant ad copy to searchers. When a potential customer types in the Google search box, that search query is matched with a keyword, which triggers your text ads (3 - 4 recommended per ad group), and directs them to the relevant landing page.


You can provide more information about your business, like its location, phone number, or additional deep links into your website, by adding extensions to your text ads. Find out more about ad extensions.

Over time, you can expand and update these based on the search terms you find in your Search Query/Analytics reports. And, continually test to pinpoint the best performers. Bear in mind, successful search advertising is not about the quantity of traffic, but the quality. Google AdWords Keyword Tool makes it simple by determining keyword volumes and competition levels across many countries.


Remember to localise the translation of new keywords you add as time goes on.

3. Negative Keywords:

Another key to a highly-targeted campaign is choosing what not to target. When selecting negative keywords for search campaigns, look for search terms that are similar to your keywords, but might cater to customers searching for a different product. For example, let's say you're an optician who sells spectacles, more usually called ‘glasses’. You add negative keywords for search terms like ‘wine glasses’ and ‘drinking glasses’.

But choose your negative keywords carefully. If you use too many, your ads might reach fewer customers.

Types of negative keywords

Negative match types work by adding synonyms, singular or plural versions, misspellings, and other close variations, if you want to exclude them. For search campaigns, you can use broad, exact, or phrase match negative keywords.

Negative broad match

For negative broad match keywords, your ad won't show if the search contains all your negative keyword terms, even if the terms are in a different order. Your ad may still show if the search contains only some of your keyword terms.

Example: running shoes

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Negative exact match

For negative exact match keywords, your ad won't show if the search contains the exact keyword terms, in the same order, without extra words. Your ad may still show if the search contains the keyword terms with additional words.

Example: running shoes

alt text

Negative phrase match

For negative phrase match keywords, your ad won't show if the search contains the exact keyword terms in the same order. The search may include additional words, but the ad won't show as long as all the keyword terms are included in the search in the same order.

Example: running shoes

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When your ad might still show

Your ad might still show on searches or pages that contain close variations of your negative keyword terms.

Your ad might also still show when someone searches for a phrase that's longer than 10 words, and your negative keyword follows that 10th word. Say your negative keyword is ’discount’. Your ad still shows when someone searches for ‘nice clean hotel rooms in Los Angeles close to beach discount’ because your negative keyword is the 11th word in the phrase. On the other hand, when someone searches for ‘nice clean hotel rooms in Los Angeles beach views discount’, your ad won’t show because your negative keyword is the 10th word in the phrase.

4. Landing Pages:

Your text ad will contain an offer or call to action directing users to your landing page. This is where the influence of effective ad copy stops and your landing page takes over in influencing users to stay, interact, and convert.

Landing page experience is AdWords’ measure of how quickly and effortlessly your website gives people who click your ads exactly what they’re looking for. The experience you offer affects your Ad Rank, your CPC and position in the ad auction. Your ads may show less often (if at all) if they point to websites that offer a poor user experience.

Two crucial factors in getting it right are:

Relevant, quality content

Quality content including the keywords and phrases you want your page to rank for is essential. Make sure it’s also obviously directly connected to your ad and focused on encouraging users to take your most desired conversion action.


For the first time ever, in October 2016, mobile and tablet devices accounted for a majority of internet usage worldwide (51.3%), compared to 48.7% by desktop.3 So, the mobile revolution isn’t coming- it’s already here. Now, if users click on ads on their smartphone and are taken to a landing page that’s hard to view and use, chances are they will move swiftly on to a more mobile-friendly site.