Maximize Your Google Ads Search Campaigns 

As a business owner, you want to improve your rankings when people use search engines to look for your service or product. Getting your site at the top of search results with paid advertising is called search engine marketing (SEM). To maximize the control of your Google Ads search campaigns, you need to know how to navigate and access all relevant functionality. This article will walk you through the features offered in Google Ads and give you tips on utilizing these features.

How You Can Lose Control Over Your Search Campaigns

If you’re not careful, it’s easy for things to go wrong with your Google Ads campaigns. Here are some of the most common mistakes and how you can avoid them:

  • Not tracking your data: The first step in taking control of your Google Ads campaigns is tracking your data. You should be able to see how much money you’re spending, who is clicking on your ads, and which keywords are bringing in the most traffic. This is crucial information when it comes time to make changes to your campaign. Not being aware of this information is like shooting in the dark.
  • Not using negative keywords: Negative keywords help cut down on unnecessary clicks by preventing people from seeing irrelevant ads when they search for something else entirely (like “dog food” if they were searching “cat food”). Using negative keywords helps keep costs down while ensuring that only qualified leads see your ads.
  • Using broad configurations: The incorrect use of keywords and audiences can make you lose a big percentage of your budget in the wrong targets. A correct configuration of the target at the beginning will save you tons of money.

Ways to Increase the Control over Google Ads Search Campaigns

Google Ads search campaigns allow you to target your customers with precision, but it can be difficult to keep track of everything going on. Here are some ways to increase your control:

Use Accurate and Granular Google Ads Structures

You must have accurate and granular Google Ads structures because:

  • You can improve your keyword targeting by making sure your ads are as relevant as possible to the users searching for them.
  • You can increase the relevance of your ads by ensuring that they’re showing up in the correct location on search results pages.
  • You’ll be able to see if there are any duplicate or non-performing keywords.

Match Type Structure 

One way to increase the control over your Google Ads search campaigns is by using match type structure. This will allow you to control which ads show up in relation to what users are searching for, which will help you target customers more effectively and save money simultaneously. Learn more about match type structures.

SKAG Structure 

The Single Keyword Ad Group (SKAG) structure is a three-column format used to organize your campaign into various sections. The first column contains the keyword list, including all the keywords you want your ads to show up for. The second column contains all of the ad groups within each keyword list. The third column contains all of your campaigns.

Take Full Control Over Your Keywords

Keywords are the phrases people type to find what they want. They represent the intent behind each search, so they’re key to helping you connect with people who are ready to buy what you offer. If you don’t have full control over your keywords, you could waste money or fail to reach your target audience.

Use More Exact and Phrase Match

Exact and phrase matches are powerful tools for targeting potential customers. The key is to target a very specific audience. You can also include negative keywords to avoid spending money on clicks that aren’t relevant to your product or service. Learn more about the difference between match types.

Limit the Use of Broad Keywords

A good way to increase your control over search campaigns is to limit the use of broad keywords. Broad keywords are words that can be used in various ways by users. This can make it harder for you to target your ads because Google Ads will have more difficulty determining what your ad means when someone searches with a broad keyword. Learn more about broad keywords.

Get Rid of Harmful Traffic with Negative Keywords

Negative keywords allow you to specify terms that you don’t want triggering your ads. If someone searches for a negative keyword, they won’t see your ad unless they use other positive keywords (and even then, their chances are slim). The best part? Negative keywords help you control how much money you spend on ads by reducing wasted impressions on irrelevant searches.

Reach and Define Your Audience Before Investing

Before you begin your Google Ads campaign, it’s important to do some research and define your audiences to make the most of your ads. Think about who you’re trying to reach. Then, think of things they might search for that would lead them to your website. See our full audiences guide to know more.

Think About Which Google Networkds are Worth for Your Audience

When planning Google Ads campaigns, it’s important to consider which networks will produce the best results for your particular business. The most popular choice is Display Network, but there are other options available, including Search Network (SN) and YouTube Search Network (YSN).


You’ll want to track, monitor, and adjust your search campaigns so you can get a better return on your investment and avoid wasting money. Remember that Google Ads can be a powerful advertising tool for virtually any business, but it does take some time to learn how to use them effectively. Once you’ve done that, you’ll find them very useful indeed.

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