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This is to be considered when launching Google Ads

Ads, landing pages, keywords, CTR ...

Freddy Czaja


Google Ads provides the ability to reach potential customers the moment they look for services & products on the Internet that your business offers. With Google Ads you can set which products / services you want to promote, which customer you want to reach (with all its facets such as location, device, gender, age, etc.) and what your budget is.

But before you start using Google Ads, you should first look at the Google Ads basics - unless you have a real specialist at your side. Anticipated: The A & O for a successful campaign / ad is Quality Score. He determines what Ad Rank their ads occupy, he determines how much the cost is, it's the difference. You have not heard of the quality factor yet? Then read our article on the Google Ads Quality Score first.

If you're familiar with the basics, this article will help you make the right decisions when launching a Google Ads campaign. Here we focus on the areas: organization of the individual campaigns, keywords / landing pages, ads / ad extensions & CTR.

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Organization of individual campaigns

Organize your keywords & ads from the beginning into different campaigns & ad groups to granularly target ads / keywords to specific audiences and associate them with common settings. Only in the campaigns settings you can make the most important settings like  budget, language, location, bid strategy (bidding), targeting the Google Network.

You should also set up different campaigns to wrap ad groups / ads / keywords in larger categories for clarity and controllability.

Example: You have an online shop with different product types such as shoes, sports equipment, bathing suits ... Here it is advisable to categorize the whole by means of "campaigns" and arrange within the ad groups by "keywords". The following example should clarify this.

Example online shop

Campaign: Women's shoes
Ad group 1: Winter boots Women's
Advert 1: Winter Boots Women for Sale - Chic, Modern, Cheap (Title of an Ad)
Keyword: + winter +boots + women (multiple keyword variations possible)

Ad group 2: Sandals Women's
Display 1: Sandals Women's - Large Selection - Chic, Modern, Cheap
Keyword: + Sandals + Women's (multiple keyword variations possible)

Example services

Campaign: Painter
Ad Group 1: Painting Company Berlin
Display 1: Painting Company Berlin - Creative, Timeless, Individual
Keyword: +painting +company +berlin

Ad Group 2: Painter  Berlin
Display 1: Painter Berlin - Creative, Timeless, Individual
Keyword: +painter + berlin

Keywords & landing pages

Keywords & landing pages should match as closely as possible to match users' search intent. This means that if the keyword is "buying gold" then the landing page should offer the opportunity to buy gold - not stocks or wedding rings. It's important to maximize the quality score of an ad that, because he ultimately determines along with the bid the costs (CPC). In case of Keyword & Landing Page determines the value "landing page experience experience" the Quality Score  in the Google Ads software.


Finding relevant keywords is an important task throughout the advertising process. For example, you can use the Google Keyword Planner, Google autocomplete, the Google Search console. Keywords can be inserted into Google Ads software as follows to target them.

Keyword = broad match
+ Keyword = broad match modifier
"Keyword" = phrase match
[Keyword] = exact match

It's important that different keywords are organized in different ad groups and receive targeted ads.

Ads & ad extensions

The second step is to get the ads and ad extensions to a high level so that the CTR (click-through rate) is as high as possible. To do this, you should create at least three "very good" ads per ad group right from the start to pause ads that have the worst CTRs and conversion rates after several days, or enough data.

An ad consists of final URL, ad title (three lines), path displayed, lines of text (two lines). Ad extensions should also be included from the beginning and be consistent to achieve a high CTR. Important are, for example, location extension (important for Google Maps), additional information, snippet extension, call extension and sitelink extension.

The important thing is that you take time to create and really think about what your customers wants. If you have access to an old Adwords account, then use that data. The whole thing is the A & O and can increase the CTR by several percent.

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When starting a new Adwords campaign / ad, it's critical to strive for a high CTR from the start - to maximize the expected CTR. This is important so that the ads (keywords) reach a high Ad Rank and thus appear above the search results. The reason behind this is that ads above the search results are clicked more often and thus positively influence the CTR and the quality factor.

For example, if you start your Google Ads campaigns with low bids and a standard quality score by default, you will not manage to appear above the organic search results and the CTR is low, which subsequently lowers the Quality Score. However, if you start your Google Ads campaigns with higher to high bids, you will generally (with good ads) have a high CTR and a high Quality Score (if the landing page is good).

For example, to start strongly, you can use the "maximize clicks" bid strategies to appear with (for now) higher bids at the top of the ad slots.

How can you increase the CTR

This paragraph actually belongs to the previous section, "Ads & Ad Extensions," as the ads & ad extensions decide about the CTR. It is essential that ads & ad extensions (+ landing page) reflect what the user is looking for. For this purpose, various ad content should be tested and further optimized using exclusion methods.

But not only ad & ad extension decide on the CTR, but many more small and bigger things. To enumerate here are: type of the keyword, position of the advertisement, device of the user, target group or the competition. A short explanation follows now.

Type of keyword

More specialized keywords usually have a higher CTR than generic keywords. For example, you can count on a keyword like "hair extension Berlin" with a CTR of about 15%. For a generic keyword like a hairdresser, it might be 6%.

Position of the ad

As mentioned above, good Ad Ranking is essential to the CTR. Here it is crucial to appear above the search results, which is usually realized by a very good quality factor & a corresponding bid.

Device of the user

The user devices distinguish between desktop, smartphone and tablet. For example, in some business areas, the smartphone may have twice as much CTR as desktop computers. If this should be the case for your target group and the conversion-rate is also higher on smartphone, then it can be considered whether temporarily or in principle Desktop & Tablet ads to stop, to increase the CTR. It would be useful, for example, in a highly competitive market where the CTR makes the difference.

Target group

The target group also has an influence on the CTR. Women looking for something in the beauty area (using their smartphone) are more likely to click on an ad than men. It must also be said that women in most areas cause a higher CTR. There are areas where women achieve three times the CTR of men. Here's just to say that in a highly competitive field, this is precisely the solution to a high Quality Score, Ad Rank, and ROI (inasmuch as women are the target audience and the conversion and conversion rates are accordingly high).


If the competition has a hight budget, good landing pages, ads & generally a good Google Ads strategy, then it will not be easy to get a good Ad Rank & thus a good CTR. It is therefore all the more important to work on the Quality Score and all its components to achieve a good CTR. Here, the dog bites its tail: To improve the CTR you need a good quality factor and to improve the quality factor you need a good CTR ...

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Basic settings

The most important settings are set at the campaign level. To do this, go to your Google Ads account (left sidebar) in a campaign, and then go to Settings. Here you can set the following settings: Goal, Networks,  Locations, Languages, Budget, Biddings (Bid Strategies), Start & End Dates, Ad rotation.


Select the goal that will make the campaign successful. Hiring options include sales, leads & website traffic.

Ad networks

Here you have three settings options.
# Google Search Network: Here you only advertise in the Google search engine (default setting). If you only want to advertise here, do not check the other options.
# Include Google Search Network Affiliate: If you choose this option, your ads will appear on other sites as well - only for search results in the sites.

# Display Network: If you choose this option, your ads can also be shown on over 2 million websites, videos & apps. (This option is not recommended for beginners).


Here you can determine where your ads are displayed. You can select cities, a radius, areas, states or countries.


Here you select which language your customers should speak.


Here you can choose how much you want to spend on average per day for the campaign.

Bidding strategies

Use the bid strategy to optimize your bids to help you achieve your advertising goals. A not easy topic. You have the following bid strategies: Target CPA, Target ROAS, Maximize clicks, Maximize conversion, Target search page location, Target outranking share, Enhanced CPC, Target impressions share.

Start and end date

Here you select the start & end date for the campaign. This is useful, for example, if you have an offer that is limited in time.

Ad rotation

Here are four ways to test your ads to meet their conversion goals. To get started, it's best to choose the following setting: Optimize - Prefer best performing ads.

# Optimize - Prefer best performing ads
# Do not optimize: Rotate ads indefinitely
# Optimize for conversions
# Rotate evenly