Many cross-border e-commerce and B2B companies usually use search ads as an entry point when placing Google search ads. But in practice, many newbies may encounter a frustrating problem – ads are barely shown, let alone clicks and conversions. This can be related not only to keyword strategy, bidding strategy, but also to creative quality and landing page experience.
Several outcomes are possible:
Several outcomes are possible:
The keyword search volume is too small
The keywords you choose may not have many people searching for them. This means there are few opportunities for your ads to appear. You can use tools like Google Keyword Planner. This tool helps you check the search volume and competition for keywords. It ensures that the keywords you choose have enough traffic potential.
Bidding too low and not competitive enough
Google Search Ads works like an auction. If your bid is too low, your ad may not get seen. The homepage is usually taken by advertisers who bid the most. You should change your bidding strategy. Focus on improving your Ad Rank with high-quality ads. This will help you enhance your CPC (cost per click).
How Ad Position works
Google Ad Ranking isn’t just about high bids to get higher rankings, it’s determined by 5 factors:
Bidding
Of course, bidding is very important. After all, Google survives on advertising fees. It cannot survive without making money. The more money you make, the more nourishing your life will be. Many novices desperately raise their bids to get traffic, and the result is a lot of chicken feathers.
Ad and landing page quality
The landing page is the page users see after clicking on your ad. The speed of this page matters a lot. The cleanliness of the landing page is also important. This means checking for pop-ups and mistakes. All these factors are very important for a good user experience.
The estimated click-through rate (CTR) of your ad shows how often people click on it. The system calculates this rate based on where your ad appears. The relevance of your ad also matters. This means there should be a connection between the ad copy, the product title, and the targeted keywords. All these factors show the quality of your ad.
The quality of advertising creatives is very important. High-definition product images and short video displays can boost the user click-through rate (CTR). Better CTR improves the ad quality score. A higher score makes it easier to rank better. This can also lower the cost of CPC. It can be optimized:
✅ Product imagery: Use high-quality, professional photos of your product. This will show off its features and make it more appealing.
✅ Product videos: Show the benefits and details of the product. Use lifestyle videos to engage users and boost sales.
✅ Landing page experience: page load speed, mobile adaptation, product clarity, etc., all have a direct impact on ad performance.
Add ad extensions
When running search ads, you need to add more information. This will greatly increase the click-through rate. A higher click-through rate will improve the ad’s estimated click-through rate. This, in turn, will boost the ad’s ranking. Google evaluates the use of Ad Extensions and adds multiple ad extensions to get more attention, such as:
- Sitelinks
- Call Extensions
- Promotion Extensions
- Location Extensions
User-specific search context
Ads are shown based on the user’s geographic location, search time, device type, and more. Include:
- Devices (PCs, mobile phones, tablets)
- Geographical location (different regions have different levels of competition)
- Time (different ad needs vary depending on the time of day)
- User search history (personalized recommendations)
Analyze periods of time with high conversion rates and adjust when your ads appear. Set different bidding strategies based on your target market to increase ROI. Make sure your mobile images and videos look great. This will help improve the user experience.
Advertising Rating Threshold
I don’t know if you have noticed. Sometimes you see multiple ads in Google search. Other times you see one ad or no ad.
This is not because no one is competing for this ad position. The Google system will set a threshold for each ad position. For example, if the threshold is 40 points, then only your ad score above 40 points will be displayed. Many ads may only be rated 10 points or 20 points and, of course, will not be shown. So, you need to increase your bids. Improve the quality of your ad creative. This ensures that your message is a good match for search intent.
There are several current “dilemmas” of search advertising.
As more companies join the Google advertising market, competition for keywords has increased. This is especially true in cross-border e-commerce, B2B services, and SaaS software. As a result, the cost of clicks (CPC) has gone up, and the effectiveness of ads has decreased.
When running Google, does search advertising still play a role for us? Of course, there is.
Especially for some high-margin products, search ads are actually an important source of traffic.
One of the advantages of search advertising is that the longer you run, the cost of each click decreases. Over time, the cost of a single click will slowly decrease.
Later, your ad ranking will become stable. The CPC will also stay low. This shows the power of sponsored ads.
Three key points to run Google Search Ads well:
To run Google Search Ads well in 2025, you need to master operational thinking. Focus on choosing the right keywords and bidding.
Optimize strategy, ad quality, data optimization, and more. Here are a few key points:
1. Product competitiveness
The product is the main focus. Its competitiveness comes from two areas: price and quality.
If the price of the same product is good, customers will choose it. Don’t assume that customers are very rich, because most are not
Often budget-conscious).
Similar products should focus on differentiation so that your products can be refreshing.
For example, just like selling cups, a customer created the glass card element. This shows its uniqueness. Essentially, this product is suitable for different use scenarios.
Create unique needs by thinking about different ways users will use the product. Consider specific situations where users will need it. Then, design products that meet these user requirements.
Sometimes it only takes a small move to move the entire market.
2. Landing page optimization
A well-optimized landing page is crucial for Google Ads success. Whether it’s page speed, product descriptions, or product videos, every detail impacts conversions.
Many beginners do not recommend using WordPress to build a website. This is because they may not understand the technologies needed to improve website speed or how to buy services.
When I was on the server, I only thought about saving money. In the end, the website’s basic access speed was slow. This wasted my time and energy. Use PageSpeed Insights for speed test optimization.
Product description: A product description is very important. I recommend writing a paragraph for each product. This should explain it in detail. The introduction and content focus on product features, functions, materials, and how to use it. This helps improve the user experience.
Product video: Many customers say that using product videos in ads has raised the conversion rate by 30%. This shows how important they are.
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Product videos help users understand if the product is what they want. This can also ease their concerns.
3. Keyword placement
Many beginners assume that more keywords = more traffic, only to waste budget on irrelevant clicks. Optimizing keyword selection and placement is key to effective Google Ads.
1️⃣ Target High-Conversion Keywords
Focus on keywords with strong purchase intent, such as:
✅ “Buy + product name”
✅ “Brand + discount”
✅ “Limited-time offer + product”
Use long-tail keywords with lower competition but higher conversion rates, e.g., “eco-friendly baby bottle.”
2️⃣ Improve Precision with Match Types
Exact Match: Displays ads only for searches that exactly match your keyword, reducing wasted clicks.
Phrase Match: Ensures ads appear for searches containing your keyword, improving targeting accuracy.
❌ Avoid Broad Match, as it may bring in irrelevant traffic, wasting your budget.
3️⃣ Regularly Optimize Negative Keywords
Filter out low-quality traffic to avoid ad spend on irrelevant searches (e.g., “free,” “second-hand,” “tutorial”).
Check Google Ads search term reports to continuously refine your negative keyword list.
2025 Google Ads Optimization Strategy: Precision + Visuals + Data
To stay ahead in Google Search Ads, businesses must focus on:
✅ Precision Targeting – Optimize keyword strategies for intent-based searches.
✅ High-Quality Visuals – Professional product photography & videos to boost engagement.
✅ Data-Driven Refinement – Regularly adjust campaigns based on ad performance.
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