May 15, 2021
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The secret of successful Google Ads campaigns

Structure of Google Ads

First of all, let's have a look at the structure of the ads. They usually consist of the website link, the ad title, the ad text and, in the best case, the ad extensions. In addition, the "Ad"lettering makes it clear to the user that this is a paid search result.

Screenshot Ad

The title of the ad acts as a direct eye-catcher. It should address the user with a meaningful and informative text as well as with the appropriate keywords. Here, advertisers can create up to three headings with 30 characters each, whereby the 3rd title is not always displayed by Google.

With the URL, a distinction is made between the "displayed URL" (here youcan see the domain and, if applicable, the paths that have been stored) and the "final URL" (the actual landing page to which the user is redirected).

In the text lines, further information about the company and the services offered can be formulated. What makes your hotel unique? What do your guests expect from you? Here it is important to formulate clear messages and to include the searched keyword. In addition, up to four ad extensions can be displayed per ad to communicate additional information to the user and make the ad more eye-catching. Visually, the ads are enlarged, they take up more space on the search results page and the probability that the user will click on the ad increases.

Increase user interaction with adextensions

In addition to call and location extensions, it makes sense to set additional links on subpages of one's own website (sitelink extensions) as well as to emphasize certain features and USPs of the company with so-called callouts and snippets.
Price and offer extensions provide the user with an even better customer experience. Here, current special promotions, price discounts or arrangements for special occasions such as holidays, seasonal launches or Black Friday can be highlighted. This gives the potential customer a concrete booking incentive and redirects them directly to the page that is relevant to them. How this would look like, you can see in the following:

Screenshot offer extension

By allowing the user to click on various links within the ad, call the advertiser directly or be redirected to current promotions, the user's interaction with the ad is increased. The click-through rate (CTR) and thus the likelihood that a purchase will be made increases. In addition, the extensions lead to better ad quality and the ad rank on Google is positively influenced.

What is the quality score?

In addition to the structure of ads, the quality of the ads also plays an important role in the placement of Google Ads campaigns. Only high-quality ads lead to lower click costs and increase the position of your ads in the entire Google search network. For this very reason, we would like to go into more detail about the meaning and importance of the Google Ads Quality Factor and which mistakes should be avoided at all costs.

The quality factor is an estimate by Google about the quality of your ads, keywords as well as landing pages. The more relevant the content of your ads is estimated by Google, the higher the quality factor will be on a scale from 1 to 10 and the higher your ad will be ranked in the Google search and display network. It is important to know that the quality factor refers to your keywords and is therefore recalculated for each search query. In addition, different quality factors are calculated depending on the network and end device, but they do not influence each other, i.e. a poor quality factor in the search network does not automatically mean a poor quality factor in the display network.

In the following section, we will show you which components are particularly important for the quality of your ads and how frequently occurring errors can be avoided.

The keywords

Keywords are the core of your Google Ads search campaigns. It is therefore all the more important that your ad groups contain well thought-out keywords that are tailored to your offers, products or services. Therefore, use keywords with a high search volume, but avoid wastage by using keywords that are too broad. For example, if you want to advertise rooms and apartments in Berlin, narrow down your target group as well as the search volume by using your location in the keyword.

Optimization of the ad texts

The click-through rate plays a crucial role in the calculation of the quality factor. Design your ads with appropriate text content and use keywords that will grab the user's attention and make them click on your ad. Therefore, the ad texts should always match the user's search query exactly.

The landing page

One of the most frequently observed mistakes is to use a non-targeting link and lead the user to a landing page they don't want. For example, if you want to advertise "Apartments in Berlin", make sure that when the user clicks on your ad, they go directly to the page with information about your apartments. Otherwise, there is a risk that the user will consider your ad irrelevant and leave the website without any further interaction.

For this reason, the content of your ad should match the landing page and, above all, it should be targeted to the corresponding keyword.

If, in addition, a website takes longer than average to load, you may also lose valuable potential guests. The loading time of the website is thus decisive about the experience of a user with your website and also plays an important role with regard to the quality of your ads. Google wants to ensure that the user is presented with a result that is as relevant as possible on the one hand and a good result on the other.


Google ads are one of the most important forms of advertising in online marketing. They offer immense potential to strengthen your own brand awareness and generate higher sales. Do you want to increase your visibility with Google Ads to generate more direct bookings? We would be happy to support you on your way to your optimal Google Ads campaigns. Feel free to contact us!