Google Ads Golden Rules: It is no secret that an online presence is key to the success of a brand. In the fast past, ever-changing online landscape, digital marketing and online advertising are quickly becoming common practice for many businesses.

There is much to be said about online marketing and the myriad of opportunities and benefits they offer. Millions of searches are performed on Google every second, and a large majority of these searches results include Google Ads. As a PPC marketing strategy, Google Ads are extremely effective in driving relevant and qualified traffic to your website. With Google Ads, you can boost your website traffic, receive more phone calls, and increase your in-store visits.

In this post, we will cover Google Ads golden rules to Remember so you can get the most out of your Google Ad spend!


Google Ads Golden Rules

What are Google Ads?

Given Google’s expansive reach, there is a good chance you have seen a Google Ad. As the largest search engine on the internet, Google offers businesses the opportunity to have paid advertisements appear in their search results for relevant search phrases and keywords. Sponsored results, or ads, are distinguishable by a green “ad label”. They will typically appear at the top of the page, with organic results appearing straight afterwards.

Google Ads services allow you to create and share well-timed ads to your target audience, so your business may show up on the search engine results page the moment your ideal customers are looking for products and services similar to yours.

Google also offers Display Ads, which will display on the Google Display Network. This is an extensive collection of over 2 million third-party websites who have partnered with Google to serve various Google Ads. Google ads on this network can be text, video or images. These can be used for banner ads and remarketing purposes.

Over time, Google Ads gathers historical data to help you analyse and improve on your ads so they may reach more targeted customers.


Google Ads Golden Rules Laptop and flowers

Google Ads Golden Rules

Advertising through Google Ads can be a daunting and confusing experience, for both new and experienced businesses. Since its launch in 2000, the features it offers have grown exponentially, year by year. When setting up a new campaign, there are a few golden rules to remember.

These will give you some peace-of-mind that you are investing your hard-earned budget in the best possible way!


Digital marketing is incredibly accessible and quick to start. This makes it easy to jump headfirst into these strategies without thinking about your goals and what you wish to achieve. In-depth planning is essential to the success of any campaign, be it organic or paid.

Some questions to ask before starting a Google Ads campaign are:

  • What are the ideal outcomes of this campaign? Leads, web traffic or product sales?
  • Do you want to boost sales, leads, engagement or webtraffic?

Once you have decided on these goals and outcomes, you can set KPIs (key performance indicators) to track and measure your success.

Some KPI’s to track include:

  • Conversions
  • Bounce Rates
  • Page Views
  • Downloads
  • Sales
  • Number of Clicks (and more)

 Attribution Models

Arguably the most important Google Ads golden rule, attribution is all about measuring the success of your campaigns and adverts.

Google offers various attribution models, that lets you choose how much credit each ad interaction gets for your conversions. These give you a better understanding of how your ads are performing and will help you successfully optimise your ad campaign.

According to Google, most advertisers measure the success of their adverts on a “last click” basis, where all credit for a conversion goes to the last-clicked ad and corresponding keyword. However, Google offers several additional attribution models that measure ad success:

  • First click: Gives all credit for a conversion to the first clicked ad and corresponding keyword.
  • Linear: Distributes the credit for the conversion equally across all ad interactions.
  • Time decay: Gives more credit to ad interactions that happened closer in time to the conversion.
  • Positionbased: Gives 40% of the credit to both the first and last ad interactions and corresponding keywords. The remaining 20% is distributed out across the other ad interactions on the path.
  • Datadriven: Distributes credit for the conversion based on historical data for this conversion action. However, this model is only available to accounts with enough data.

Google Search and Display Networks

Google Ads have various campaign types that cater to the different goals a business might have. The most commonly used campaigns are Search Network and Display Network.

The Search Network will display your ads on Google’s search result pages, where Display Network refers to adverts that are displayed on third-party websites, videos and mobile apps, outside of search engine results.

Search Network is often the preferred campaign type as it is easier to control when your ads are triggered and where it will be shown. If the objective of your campaign is direct response, the Search Network is ideal as there will be a higher click-through-rate on your ads. However, the Display Network is ideal for reach and boosting brand visibility.

No matter your choice, it is important to consider your objectives and plan your adverts accordingly.


Successful targeting is an essential Google Ads golden rule. Not only is it important to know the demographics of your target market, but it is also important to understand what your consumers want and are looking for.

Some Questions to ask are:

  • Where are my consumers in the marketing funnel? Are they browsing or ready to make a purchase?
  • What are the consumers looking for? information, products or services?

Keeping a consumer’s search intent in mind while setting up your campaign will help avoid wasting money on ads that don’t reach the right audience.

google ads golden rules data and statistics

More Important Google Ads Golden Rules


Much like SEO, Keywords play an observable role in the success of your Google Ads campaign. This is how many of your users and audience will find your site and adverts, thus the creation and management of your keywords list is instrumental.

It is essential to know what keywords you want to rank and be found for. In-de[th keyword research will help you discover key search terms that your ideal audience are using to find websites similar to yours. Looking at your competitors and the keywords they use will give you an idea of the keywords they are ranking for as well as discover keywords that you could benefit from that they do not ave.

When setting up your keywords list, Google doesn’t make it known that there are different ways to set up keywords. These are known as match types and tell Google how accurate a search needs, to be to your keywords, for your ads to be displayed.

Neglecting your negative keywords list is one of the biggest mistakes you can make in the management of your campaign. This list is a simple easy to ensure that your ads displaying on terms irrelevant to you. Negative keyword lists need regular and consistent management to ensure your budget is not being wasted.

Quality Score

Quality Score is a metric Google uses to determine the quality and relevance of your keywords and adverts. This is used to determine your CPC in the ad-auction process.

Quality score is determined by:

  • Click-through-rate
  • The relevance of your keyword to your ad group
  • Landing page quality and relevance
  • Ad text relevance
  • Historical account performance

Keywords are awarded a score between 1(poorest) and 10(highest). Google Ads rewards advertisers who maintain a high-quality score with a lower average CPC than competitors. This forces advertisers to focus on the quality of their ads, rather than out-bidding their competitors.

Regularly checking the quality score of your keywords ensures that your campaigns are running optimally and have a high-level of targeting.

Brand Campaign

Brand campaigning is a useful tool to help your brand occupy more real estate at the top of Google. This often results in an increase in brand awareness and encourages a higher click-through rate. Google loves to see a high click-through-rate!

Creating a brand campaign is cheap, as there is little competition for your target keyword. Brand bidding is a common practice among many businesses, so creating such a campaign ensures you remain as high on Google’s SERP as possible.

Customer Intent

A Google Ads golden rule to remember is objectivity. We are often to close to our brand to truly understand our customers. When setting up and running your campaigns, it is important to keep your customer and audience in mind. Ultimately, we’re trying to satisfy the needs of a target customer, otherwise you wouldn’t be in business! Considering the intent of your customer and where they are in the marketing funnel will help you accurately target your ads so you achieve quality clicks and leads.

Creative thinking is beneficial while setting up ad campaigns. Thinking like a consumer and how they would go about searching for your brand will help you create relevant ad copy, landing pages and overall campaign.

You customer’s journey and intent should be at the forefront of your keyword strategy, ad copy and landing page targeting.

Test and Tweak

Finally, setting up a campaign is not a one-time job. It requires consistency and regular management to operate optimally and achieve success.

Digital marketing, at its core, is dynamic and ever-changing. Google Ads and PPC marketing can be changed, edited and tested to cater to changing industry trends, customer intent and the evolving goals of your brand.

When it comes to Google Ads, it is recommended to have a few ad variants running to see which one works best. By default, Google will start showing the one that gets more clicks. Moreover, it is worth considering running a few landing page tests. These might yield very different results and can help you determine what works best for you, your campaign and your audience

Google Ads Golden Rules

Get Started

Google Ads and the various tools it provides can do wonders for your brand and business. However, it often takes time and effort to get right. By following the above Google Ads golden rules, you will be well on your way to a successful campaign!

If you need help with your Google Ads, our amazing digital marketing experts are here to help. Get in touch with us today and we will be happy to assist!

Google Ads Golden Rules

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