5 Crucial Google Ads Tips to Master SEM in 2020

SEM or search engine marketing is fruitful for any new startup to drive leads and sales instantly. Google Ads is the king among the search engine advertising tools. However, it could be a bit sophisticated for you, considering it has over thousands of metrics and units to consider while running a campaign. You can spend a plethora of hours focusing on hundreds of various tabs and sections, as well as in bidding options.

Google Ads is one of the horrifying as well as an extremely obliging tool for you at the same time since it can ruin your marketing budget if used carelessly. Oppositely it can help your business performance thrive on the search engines when used tactfully.

In this guide, we are going to learn five essential tips to use in Google Adwords to generate immense traffic, leads, conversion, and sales to your business. L

1. Track Everything with UTM Tracking

To get the best analysis of your campaign and user behavior, you should always UTM tracking. It helps you understand which campaign is generating the most traffic to your property, which of your campaign has an extended average time, and which campaign has a higher bounce rate. A UTM code is linked to a custom URL to medium, source, and campaign name. You will learn where your visitors came from and what campaign helped them to arrive at your property. To get started with UTM tracking, navigate to “” and then provide the required inputs to start with UTM tracking. After that, you have to follow the on-screen directions to use the code in your Adword campaigns.

2. Use Custom Remarketing Audience

Similar to Facebook, Google ads provide different audience targeting, but people barely use it, and they stick more to the keyword targeting. You can target a specific audience even on Google Adwords by using remarketing. To use custom audience targeting via remarketing, go to the shared library from the Google Ads dashboard. Then you have to navigate to the Audiences tab, and from there, you can shoot your remarketing ads with different methods. To choose an audience for remarketing, click on the + button to start choosing an audience. You can nurture your previously interacted customers with this remarketing campaign, and that will boost your sales and conversions.

3. Track Offline Calls with CallRail

Google Ads are the best place to track your conversions like lead conversion and sale conversion on e-commerce sites. When a user completes your contact details form, you get detail about how the user converted into a lead. But have you ever thought about the phone-call conversions? Even if you can see how many call conversion your account has, there is no way to track them if they occur offline. There comes a tool named CallRail; it is an application that identifies everything about your offline calls. It can fulfill the gap that Google Ads fails to provide. You can now identify those offline calls and tell what appreciated your visitors to call you. One can access the app just by visiting

4. Optimize Your Google Ads for Mobile Users

No wonder that most of the online customers use their mobile device to make a purchase or to look for a service they need. It is vital to optimizing your Google Ads campaign with smartphones rather than PCs. The best thing is to use the site link extensions to your mobile ads. It not only increases CTR but also helps your customers see what options your business provides. Moreover, you can also use the Device Preferences while creating those sitelink extensions.

5. Use Single Keyword Ad Groups

Choosing relevant Ad groups is vital, and a small mistake in choosing keywords can result in a high cost per click and lower ROI. We recommend the Single keyword ad groups to get the maximum return on investment. For example, use the keyword match type and, along with that, only use your primary business keyword.

Here is an example

If your primary business offering keyword is “buy grocery,” then only use it and don’t add any other one with it. Use this keyword with Keyword Match Type like this:

+buy +grocery   

“buy grocery”

[buy grocery] If you want to use another keyword, then make a separate ad group for that, and if that keyword is also one of the major ones, then use the same method for that too. By doing so, your customers will get what they want, and you will surely get higher ROI and lower bounce rates.