Google AdWords shouldn’t seem as complicated as you think. In fact, AdWords can be incredibly cost-effective–“if done right”–as ex-Googler, Anton McCarthy says. All too often, key features of Google AdWords are overlooked and ignored, resulting in suboptimal results for the distribution of your online site. Put to the point, by ignoring these features, online stores become less relevant in Google searches.

Here are 2 ways you can fully take advantage of Google AdWords:

• Use Ad Extensions to Improve Your Click Through Rate
• “One such example is a feature called ad sitelinks, which allows you to display additional links to pages on your site beneath your ad.” Ad Sitelinks increase the amount of space your ad takes up on the page, enticing more users to click on your ad. More space on a page? The result: higher CTR (click through rate).
• Use Negative Keywords to Reduce Your Costs & Increase ROI
• “Negative keywords allow you to specify keywords for which you do not want your ads to appear.”

For 3 more AdWords tips from an ex-Googler, visit Anton McCarthy’s guest post for shopify.com/blog, 5 Ecommerce AdWords Tips from an Ex-Googler.

-Christopher Lin, lexity.com