Tag Archive for: Google Ads

Pay-Per-Click (PPC) advertising, particularly through Google Ads, is a key tool for businesses of all sizes looking to expand their digital reach. Understanding how to effectively use Google Ads can be a game-changer for your online marketing efforts. Here’s a beginner’s guide to getting started with Google Ads.

Understanding Google Ads and PPC

Before diving into Google Ads, it’s crucial to understand what PPC is. In simple terms:

  • PPC Advertising: You pay each time someone clicks on your ad.
  • Google Ads: The most popular PPC advertising system in the world.

Setting Up Your Google Ads Account

Getting started with Google Ads is straightforward:

  1. Create a Google Account: If you don’t have one already.
  2. Sign up for Google Ads: Visit the Google Ads website and follow the sign-up process.

Defining Your Advertising Goals

Clarity on your advertising goals is crucial. Ask yourself:

  • What do I want to achieve? (e.g., website visits, sales, brand awareness)
  • Who is my target audience?

Creating Your First Campaign

Here’s how to get your first campaign off the ground:

  1. Choose the Campaign Type: Google offers several campaign types, like Search Network, Display Network, and Shopping.
  2. Set Your Budget: Decide how much you want to spend daily.
  3. Select Your Target Audience: Choose the geographical location where your ads will be shown.
  4. Choose Keywords: Research and select keywords relevant to your ads.
  5. Create Your Ad: Write compelling ad copy that will entice users to click.

Writing Effective Ad Copy

Your ad copy should be:

  • Clear and Concise: Deliver your message straightforwardly.
  • Benefit-Focused: Highlight what you offer to the customer.
  • Call-to-Action: Include a strong CTA like “Buy Now” or “Sign Up Today”.

Understanding Keywords

Keywords are the backbone of your PPC campaign:

  • Relevance: Choose keywords closely related to your offer.
  • Long-Tail Keywords: Consider these less competitive and more specific keywords.

Managing Your Budget

Budget management is crucial:

  • Start Small: Begin with a smaller budget to test the waters.
  • Monitor Regularly: Adjust your spending based on the campaign’s performance.

Tracking and Analyzing Performance

Tracking your campaign’s performance helps refine your strategies:

  • Use Google Analytics: It provides insights into how your campaigns are performing.
  • Adjust as Needed: Based on your analysis, tweak your campaigns for better performance.

Tips for Success

Some additional tips to keep in mind:

  • Always Test: Run multiple versions of your ads to see which performs best.
  • Stay Updated: PPC and Google Ads are constantly evolving. Keep up with the latest trends and updates.
  • Educate Yourself: Utilize online resources, webinars, and tutorials to broaden your understanding of Google Ads.

Common Mistakes to Avoid

Beware of these common pitfalls:

  • Ignoring Negative Keywords: This can lead to irrelevant traffic and wasted budget.
  • Forgetting Mobile Users: Ensure your ads and website are mobile-friendly.
  • Neglecting Ad Extensions: These can enhance your ads’ visibility and information.


Starting with Google Ads can seem daunting, but with the right approach, it can be incredibly rewarding. By understanding the basics of PPC, creating compelling ads, and continually optimizing your campaigns, you can significantly enhance your online presence and achieve your marketing goals. Remember, success in Google Ads doesn’t happen overnight. It takes time, patience, and ongoing effort.

When it comes to online advertising, Google Ads is often the first platform that comes to mind. It’s powerful, versatile, and when executed correctly, it can provide a significant return on investment. Want to get more conversions out of your Google Ads campaigns? Here are the top 10 best practices to follow:

1. Keyword Research:

  • Why it matters: Every successful Google Ads campaign starts with effective keyword research.
  • How to do it: Use tools like Google’s Keyword Planner to discover high-volume, relevant keywords related to your product or service.
  • Quick Tip: Don’t overlook long-tail keywords. They might have less search volume, but they’re often less competitive and highly specific.

2. Structured Ad Groups:

  • Why it matters: A structured campaign allows for targeted ads and can improve your Quality Score.
  • How to do it: Group related keywords together into tight-knit ad groups.
  • Quick Tip: Make sure each ad group focuses on a singular theme or topic.

3. Compelling Ad Copy:

  • Why it matters: Your ad copy is your first point of contact with potential customers.
  • How to do it: Write clear, concise, and enticing ads that highlight your unique selling proposition.
  • Quick Tip: Use a strong call-to-action (CTA) to encourage clicks.

4. Optimize Landing Pages:

  • Why it matters: Sending users to a relevant, well-designed landing page can significantly boost conversions.
  • How to do it: Ensure the content on your landing page matches the promise of your ad. Reduce loading times and make the page mobile-friendly.
  • Quick Tip: Include a clear CTA on your landing page to guide users towards conversion.

5. Use Ad Extensions:

  • Why it matters: Ad extensions provide additional information and can increase the visibility of your ads.
  • How to do it: Add relevant extensions like call buttons, location details, or additional site links.
  • Quick Tip: Use sitelink extensions to direct users to specific pages of your website.

6. Negative Keywords:

  • Why it matters: Filtering out irrelevant keywords can prevent wasteful spending.
  • How to do it: Regularly review your campaign’s search terms report to identify and exclude irrelevant terms.
  • Quick Tip: Start with a basic list of negative keywords when you launch your campaign and refine as you go.

7. Adjust Bids for Devices:

  • Why it matters: Not all devices convert at the same rate.
  • How to do it: Review device performance in your campaign stats. Increase bids for devices that perform well, and decrease for those that don’t.
  • Quick Tip: Don’t forget to consider the user experience on different devices, especially mobile.

8. Schedule Your Ads:

  • Why it matters: Your target audience might be more active during certain times of the day or days of the week.
  • How to do it: Use ad scheduling to show your ads during peak times and avoid low-performing periods.
  • Quick Tip: Test different schedules to find the most effective times for your audience.

9. Geo-Targeting:

  • Why it matters: Targeting users in specific locations can improve relevancy and conversion rates.
  • How to do it: Use location targeting to show ads to users in specific cities, regions, or countries.
  • Quick Tip: Consider using radius targeting around your physical store locations.

10. Regularly Review & Optimize:

  • Why it matters: Continuous monitoring and optimization can enhance performance over time.
  • How to do it: Regularly check campaign analytics, test different ad variations, and refine based on performance.
  • Quick Tip: Set aside dedicated time each week to review and adjust your campaigns.

In Conclusion:

Achieving success with Google Ads is not just about setting up a campaign and hoping for the best. It requires a strategic approach, regular monitoring, and ongoing optimization. By implementing these best practices, you’ll be on your way to increased conversions and a better return on your advertising spend. Happy advertising!

Small and medium-sized businesses (SMEs) often have to deal with a lot of problems on their way to being successful. One of these problems is the need for effective digital marketing strategies that can produce a high return on investment (ROI) and raise brand awareness. Google Ads can help with this. In this guide for beginners, we’ll talk about what Google Ads are, why they’re important for your business, and how to create your first campaign.

How do Google Ads work?

Google Ads is an online advertising platform made by Google. It lets businesses make ads and show them to people who are looking for similar goods or services. These ads can show up on Google’s Search Network, Display Network, and other partner sites. Advertisers can show their ads to the right people based on keywords, demographics, hobbies, and more.

Why Should Small and Medium-Sized Businesses Use Google Ads?

  • Google Ads can help your business show up at the top of search results when potential customers look for goods or services like yours. This can bring more people to your website, which can lead to a higher sales rate.
  • Pay-per-click (PPC), which is how Google Ads works, means you only pay when someone clicks on your ad. This makes sure that you only pay for traffic that is relevant and interested, making Google Ads a cheap way for SMEs to advertise.
  • Targeted advertising: With Google Ads, you can reach specific groups of people based on their location, age, gender, hobbies, and more. This means you can target your ads on people who are more likely to buy from you, which increases your chances of being successful.
  • Easy to track: Google Ads gives you a lot of information to help you figure out how well your ads are doing. Metrics like clicks, impressions, and conversions can be tracked to help you make your ads work better.

How to make your first Google Ads campaign

  • Set up a Google Ads account: To get started, you’ll need to set up a Google Ads account. Go to the Google Ads site to sign up. If you already have a Google account, you can use that, or you can make a new one if you need to.
  • Set Your Goals: It’s important to set your advertising goals before you start your first campaign. Do you want more people to visit your website, more sales, or more people to know about your brand? If you know what your goals are, you’ll be able to choose the right settings and tactics for your campaign.
  • Choose the type of campaign you want to run. Google Ads has many different types of campaigns, such as Search, Display, Video, Shopping, and App. Choose the one that fits your goals and the people you want to reach.
  • Set Your Budget: Figure out how much money you want to put into your Google Ads strategy. You can set a daily budget, and Google will make sure that your spending stays within that limit. Keep in mind that your actual spending could be a little different based on the competition and other things.
  • Choose Who You Want to Reach: Google Ads lets you choose who you want to reach based on things like area, age, gender, interests, and more. Make your ads as detailed as you can so they reach the right people.
  • Choose Your Keywords: In Google Ads, keywords are very important because they help decide when your ad will show up in search results. Use tools like Google Keyword Planner to do keyword study and find your business’s most relevant and high-traffic keywords.
  • How to Make Your Ads: Write a catchy ad that shows off your unique selling points and has a clear call to action (CTA). Remember to keep your ads short and focused on what the customer will get out of it.
  • Set up Conversion Tracking: Set up conversion tracking in Google Ads to see how well your ads are doing. This will show you which ads and keywords lead to the most conversions, which will help you make your efforts more effective.


Amauta Marketing has undertaken the complete redesign of Espace Garage Plus website. Established in 2006, Espace Garage Plus is the first company in Quebec exclusively specialized in the design and makeover of residential garages.

The new Espace Garage Plus website was designed to allow for the renewal of user experience from an ergonomic standpoint, content access and navigation by presenting services, products as well as a selection of makeovers designed and executed by the company. Besides a blog, the website also showcases a product and accessory catalogue easy to consult. Finally, Amauta Marketing is also in charge of the SEO strategy and management of the Google Ads campaigns.

The Centre de Parrainage Scolaire has entrusted its web referencing strategy (SEO) as well as its web advertising (Google Ads) to Amauta Marketing.

The Montreal private company offers home personalized tutorial services for elementary, secondary and college students.

The agency has been mandated to define and implement a web strategy to increase visibility and awareness of Centre de Parrainage Scolaire toward its target audience in Quebec.

Artificial Intelligence (AI) helps Google Ads to improve advertising performance. Even better, Google now uses AI to show ads and to automatically send results to your company account.

Choosing and verifying ad location

Artificial intelligence is a way to enhance human intelligence with the help of powerful computers. By combining AI with your ad campaign data and history, for example lead location, conversion timeframe and keywords at the source of conversion, you will get incredibly effective suggestions. The idea is to determine which ads work best.

At the beginning of 2018 Google Auto Ads was launched to help you monetize your online content. This software uses machine learning to position the ads at the best location on a web page. Then in April 2018, Google improved Auto Ads by using AI to strengthen controls and help avoid ads being shown in association with controversial content.

Suggesting ads from AI

Google has announced to advertising and marketing teams that it was starting to show ads to companies based on AI learnings. The objective was to identify which ads are better suited to bring the best results. These ads are now delivered to a company’s Google Ads account. If you leave your account on automatic pilot, these ads will be automatically generated every 14 days. You can see the obvious benefit of convenience, but keep in mind that you can decline this functionality and use analytics to make your own decisions. This way you can manage your ad campaign yourself.

Google’s objective is to encourage clicks. But getting more clicks for Google doesn’t automatically mean more customers and sales for your company – those are likely your objectives. That’s why human interaction is also valuable.

It is essential that you keep watching and analyzing your conversion rates and discuss with your team. Even though AI is useful, don’t overlook your own intelligence and strategy. Your sales depend on it.

To explore this deeper, get in touch with our team at Amauta Marketing.

September means it’s time to go back to school, and for Amauta Marketing, it means new additions to its client roster. We are proud to announce Kid Car New York, Montreal SOS Ticket and Desautels Faculty of Management at McGill University have retained the services of Amauta Marketing to increase their digital awareness and reach high quality Internet users with targeted Google Ads campaigns.

Kid Car specializes in the safe transport of kids in New York City and supplies cars with child seats adapted to their age group. Kid Car drivers are trained to install these seats correctly and are particularly sensitive to the needs of this young clientele. The company has asked Amauta Marketing to help increase the number of app downloads in the US market.

SOS Ticket provides legal aid for car owners in ticket cases. The company is active in the Montreal market and represents those who wish to contest verdicts against them. Their digital marketing needs include increasing its web presence and they have asked Amauta Marketing to create a tailor-made advertising strategy with Google Ads.

Desautels Faculty of Management at McGill University is known worldwide as one of the leading management schools. Its digital marketing objective is to increase its visibility with potential students in the United-States, Great-Britain, China and India, and they have asked Amauta Marketing to help them reach these markets.

The whole Amauta Marketing team is proud to be associated with these three prestigious clients and to assist them with using our digital marketing strategy and experience to build their brands

The optimization of your PPC strategy is essential to maintain or improve your ad campaign’s performance on search engines. Knowing what steps to take or where to start can be confusing, so here are some tips on how to optimize your PPC campaign:


  1. Keywords

In a PPC campaign, keyword selection is paramount. To choose your keywords, focus on those that appear in the largest volume of search. It is best to limit yourself to 15-20 keywords per ad group. Poorly chosen keywords can cost you money, so it is a good idea to have a web marketing expert to help you. To learn more, read our blog posting on keywords.


  1. Search words vs. negative keywords

It is important to regularly review your list of search words and the keywords being used by Internet users. You could be surprised by what you find.

You want to be vigilant about what search words you DO NOT want to be targeting in order to optimize your ROI. This is called negative keywords, which lets you exclude search terms from your campaign in order to only target the right customers and increase clickthrough. This list of negative keywords can be shared among all your Google Ads campaigns.

We recommend that you list all the negative keywords you want: such as products or services close to yours but you don’t offer, words linked to job postings, names of your competitors, scandals or sensitive subjects you don’t want to associate your company with.


  1. Ad Testing

In all marketing initiatives, testing is recommended to maintain effectiveness. Web advertising allows testing opportunities like no other medium. You can create 3-4 banner ads (with different visual and copy elements) for the same keyword groups and then see how their clickthrough performance compares. You can then get a better return on investment. Repeat this process as often as needed, and remember, Google Ads uses an ad rotation system that shows the ads that are performing best throughout your campaign.


  1. Geotargeting

This may seem logical, but do not forget to indicate the geographical area in which you wish to have your ads shown. If you only provide services to the Montreal area, it doesn’t make sense to target the whole planet. If you analyze the Geographical Report and conclude that some Internet users are coming from locations that you do not want to target, you can exclude those locations (city, region, country etc.) the same way you do for negative keywords. This avoids wasting your advertising budget.


  1. Conversions

Conversions are considered customer actions that your company believes are valuable. They can include purchases, signups, downloads, web page visits or lead generation. To optimize your tracking of conversion actions, consider the following questions:

  • Does your conversion follow-up work?
  • Does the conversion action align with your company’s most important KPI (Key Performance Indicator)?
  • Is the conversion tag on the correct page of your web site or is the Google Analytics corresponding to the correct page and action?
  • Are you tracking too many conversions?

Web marketing experts recommend you follow no more than two conversion actions on Google Ads. For example, for an e-commerce website, it could be sales (a primary KPI) and shopping cart add-ons (a secondary KPI).

In contrast, with Google Analytics, you can follow secondary conversion actions like newsletter signups, downloads of a catalogue or activity on a chat.

The problem with following too many conversions is that each one has a different value; therefore, the overall picture can give a distorted perspective on your actual return on investment of your advertising dollars.

  1. Budgets

A PPC budget requires monitoring and regular adjustments which means you should allocate your budget according to the ad campaign or keywords performance. Keep in mind, often the name of your company or your brand has a high conversion rate, but this doesn’t mean you should invest more on these keywords. The more targeted for conversion, the better.

Bonus Tip: Bing Ads now offers a tool to estimate conversions based on your budget to make it easier and quicker to optimize your budget.


Final Advice

Improving and optimizing your PPC campaign is an on-going process based on Internet users behavior and search trends over time. The more you carefully target your keywords and ads, the more you improve your campaign’s performance and optimize your budget.

If you don’t have the time, patience, or knowledge to manage your Google Ads campaign, Amauta Marketing is here to ensure the best possible return on your investment based on your budget.


Large format text ads are showing up on Google Ads. Are you enthusiastic? But, more importantly, are you ready? Large format text ads are one of the more important big changes from Google Ads. Imagine that Google will soon double the size of the text of its ads. What’s the big change? Here are 10 features marketing professionals should look for:

  1. What’s a large format text ad?

Large format text ads will be twice as long than regular ads. This new advertising format is designed to maximize your presence and performance in mobile search results with a larger headline and descriptions that are 80 characters longer. It is mobile adapted advertising which will work on both mobile devices and desktops as well.

Large format text ads can adapt to both mobile and desktop devices and their format adapts directly to their screen sizes. Google has started to test these new ads in the second trimester of 2016.

  1. Why did Google make this change?

Google announced this new format as one of the more important changes in text ads since the launch of the Adwords platform 15 years ago. A few months ago, Google started thinking about what Adwords advertising would look like if it was created for the mobile world of today. Today more than half of the billion annual searches on Google come from a mobile device.

Google made a giant leap by creating a unified experience for the different devices in February when it stopped advertising on the right side of the computer screens. Following all restrictions generated by the end of advertising in the right column, this addition seems to be a natural progression following large format headlines introduced in 2011.

  1. What is the size of these large format text ads?

These large format ads are twice as long (precisely 47% longer) as standard advertising. Actually, you have a total of 140 characters and an advertising space to use, marking the end of 25-35-25 limits. Twitter has made no comment regarding the 140 characters adopted by Google.

Make sure to put each added character to use. Create attractive and relevant ads which Internet users won’t be able to resist clicking.

  1. How do large format text ads look?

Here’s how large format text ads look like in Google Ads interface:

  1. What is the new headline length?

You have the ability of posting 2 x 30 characters headlines with large format text ads. Don’t forget that your ad headline is the element users are most inclined to notice. When it shows on search result pages, your ad title fields are combined and separated by a hyphen. Previously, headlines were limited to 25 characters, which means a 140% increase.

  1. How much have descriptions grown?

You now have an 80 characters description line versus 35 characters previously, which is an increase of 14%.

  1. What are the changes with advertising links?

Google Ads will automatically extract the domain of the final URL. You will be able to add 2 paths to multiply advertising links (up to 15 characters). It is suggested to use this path field to help users see your ads and be able to have a more precise idea of the page of your website they will access. Text that you use should not necessarily contain your website URL, but it should be linked to the content of your landing page.

  1. Does it improve conversion rates?

Of course, more text brings more ad visibility. The first reports show that large format text ads provide a click rate of up to 20%. Click rate is even more important when we add to the ads an advertisement and an extension with a telephone number.

  1. When will these new ads be available?

As of now, large format text ads are available for advertising professionals. Google has announced that it will remove standard text ads as of January 31, 2017. You should therefore transform your standard advertisement into large format text ads by this date.

  1. What should be expected from large format text ads?

You will increase your quality score immediately. Quality score is already an important measure in a Google Ads account, but it will become even more important.

In conclusion, large format text ads offer you:

  • 2 headline fields (up to 30 characters each)
  • A larger description field (up to 80 characters)
  • A URL to be displayed including the domain of your final URL
  • 2 optional field paths used in the URL to be displayed in the ad (up to 15 characters)

You will have to make sure that your text ads have been rewritten to benefit from this new format.

Google offers you twice as much space with these new large format text ads so be ready to optimize it to your benefit.

Fibrobec, the most important manufacturer of fiberglass boxes for pickup trucks, have chosen Amauta Marketing to develop a web marketing campaign to improve its reputation and elevate its web presence. The Beloeil company has recently won the Bronze Award at « Les Médaillés de la relève » in the entrepreneurial succession category. It is the first prize Fibrobec has won in a business competition and the management wishes to build the resources to repeat this success. “Following a record year in 45 years, we wish to support our growth by implementing a new products marketing and development strategy over the next three years. We hope that our web marketing campaigns created by Amauta Marketing will accelerate our breakthrough into the American market”, explained Frederic Albert, CEO of Fibrobec. Amauta Marketing is tasked with implementing a web advertising strategy to help and assist Fibrobec in the development of the American market.


About Amauta Marketing Inc.

Amauta Marketing is a Google Partner Certified web marketing agency based in Montreal (Quebec). Through custom web strategies and a focus on results, it allows its clientele to increase their web visibility and maximize return on their investment. Amauta has delivered a list of web projects with strong added value for prestigious clients such as 1-800-GOT-JUNK, Bell Canada, Mega Bloks, Birks, Le Club d’Investisseurs Immobiliers du Québec, Salades Sensations and Averna. For more information please visit: www.amautamarketing.com


About Fibrobec Industries inc.

Founded in 1972, Fibrobec/SpaceKap is the most important manufacturer of fiberglass boxes for pickup trucks either for commercial or leisure purposes. The Beloeil company has more than fifty employees and since 1992 has produced SpaceKap, the transferable service body, created with the collaboration of famous automobile designer, Paul Deutschman. The company offers products answering the needs of general contractors, electricians and plumbers but also of all trades looking for a transferable and versatile service vehicle. Over the last forty years, Fibrobec/SpaceKap has produced and delivered almost 250,000 units of its popular pickup boxes in North America. Fibrobec/SpaceKap owns a branch in Quebec City and distributes its products through an important network of North American dealers. For more information, please visit: www.fibrobec.com

For additional information, please contact:

Hernan Cespedes                                            Julie Bourbonnière
Amauta Marketing                                          Media relations, Fibrobec
(514) 907-2131, poste 12                               (514) 993-8530
hcespedes@amautamarketing.com            jbourbonniere@sitrepcom.ca

Partager cet article