Sponsored links. How to do it effectively?

A text advertisement is one of the most popular advertising methods in the search network. Simultaneously, it is highly affordable due to the simplicity of configuration of the Google Ads campaigns, encouraging many inexperienced users to create and optimise such an ad. How should we undertake an effective sponsored links strategy in order achieve authentic success backed with acquired leads?

  1. Campaign configuration

Creating the first sponsored links campaign in the new Google Ads panel is not a difficult task. Proceeding to the next steps seems very easy mainly due to explanations appearing on the side for further selection options. If we want to create a sponsored links campaign, we should begin with selecting the campaign type, i.e. search network. Next, the system will suggest selecting a target, e.g. a sales target for an application, a telephone or an online shop, or an encouragement target to talk the potential users into carrying out actions or generating traffic on your website. Depending on the campaign’s objectives, it is possible to test one of the above options or to select a campaign with no specific aim and to adjust all settings manually. The last option allows customised configuration from the moment of starting your actions and seems to be an accurate solution time and again.

The next step involves advanced campaign settings, including Name specification, selection of the Network where the ads will be displayed, the starting and ending dates of actions, selection of locations, languages and target users, determination of the daily budget and setting the bids. Ad extensions are an additional option which can also be incorporated at a later stage of creating your campaign.

The key components of a search network campaign are groups of advertisements, which are necessary for launching the actions. Since ad groups reflect the structure of keyword distribution, they should contain cautiously selected keywords strictly referring to the group name. The Keyword Planner proves to be a helpful tool in this case, thanks to which the keyword selection with user search results takes place together with the division into the ad groups mentioned.

Both keywords and ad groups should be bound to newly developed creations. Between 3 and 5 text ads are used within one group, functioning in a new extended version as the additional third headline and the second line of text at the present moment. The content of the ads should refer to keywords in the suitable matching type and appear in a range of variants. An Ad preview tool makes it possible to verify the appearance of ads on both desktop and mobile devices. Do not forget about adjusting the content to each and every target user. All ads created are subject to verification by the system before launching, which is why meeting all the objectives of the Google Ads specification is an absolute necessity.

The last configuration step consists in summarising the most important campaign settings in order for them to be confirmed by the advertiser. This additional option in the new panel constitutes a friendly solution allowing for quick verification of all the creation stages completed up to now.

  1. Optimisation of activities

Advertisers who start their journey with Google Ads frequently forget about the second stage of configuration of actions, which consists in their optimisation. The first corrections are applied after gathering an adequate amount of data on which a reliable analysis should be based. The advertiser’s aim is to reward elements providing benefits such as product sale conversions, acquiring contacts to potential Customers e.g. by means of a contact form, or the increase of traffic on the website. Distinguishing effective keywords mainly takes place through bid adjustments, while the opposite may consist in a radical postponement of the used phrases or the selection of new ones bearing potential. Another solution may be an option of keyword exclusion, aiming at reaching the target users interested in the promoted offer with an advertising message.

In the Predefined reports (Dimensions) tab, detailed information can be found concerning the involvement of target users, including times of the day, locations, searched terms and many other factors allowing to generate interesting utility graphs as well as an analysis based on data selected from a given time period. A detailed verification of the results enables to make decisions related to optimisation which finally lead to actual conversions.


The sponsored links campaign proves to be a superb option for those who quickly want to distinguish their website on the first page of Google search results. These types of actions allow to reach the most promising Customers at the moment when they search with a phrase related to the promoted offer. This is a perfect method to advertise both regular services and special promotions in a successful way. However, we should remember to observe the effectiveness of our campaigns on an ongoing basis, both at the configuration and when making reasonable decisions related to optimisation. Communication with the Customer and adjusting the strategy of actions to the desired results is of paramount importance in this case.

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