The Ultimate Guide To Google Ads

Our Ultimate Guide to Google Ads will help you to up your digital marketing game using the Google Ad Network.The guide enlightens core features and optimization approaches for successful advertisement campaigns.

What are GoogleAds?

Itis a digital marketing platform created by Google, that was released in October 2000. It is a digital marketing platform that allows people to advertise their products. The people are supposed to pay to make their advertisements appear in front of an audience. It could be advertised in the form of videos too.

The platform also allows the advertisers to market their mobile applications to web usersover Google ad Network. It helps businesses reach new customers, leading toaflourishing business.

Google Ads followsthe approach of Pay per Click (PPC). While using PPC, the advertiser has to pay for every single click or impression made on an ad. So, unlike other advertisement platforms where you have to pay for the ad to be launched, withthis inorganic digital marketing, you are paying for the results!

Why Advertise on Google Ads?

Most people use Google’s search engine for their queries; it gets around 3.5 Million queries daily.

Google answers people’s queries through a combination of organic results and paid advertisements. Thousands of firms are using Google Ads and PPC services for advertisement, and your competitors are using it too.

In such a scenario, the chances of your site being pushed beneath the paid advertisements, are high.

Statistically, people earn $8 for every $1 spent on this platform; so here you are paying for results and not eyeballs. So if you are thinking of opting for PPC advertisement, Google Ads is the best choice!

How do Google Ads work?

Google Adsmake advertisements appearto potential and relevant customers.

It also involves bidding on search terminologies or keywords, the winners ofthe bid are placed on the top of SERPs, on YouTube or other sites depending on the nature of selected advertisement campaigns.

The platformconsidersthe following factors for launching an effective and high-performance ad.

Quality Score:

The bid amount and quality score are two factors that determine the rank of the ad, such as its placement. The quality score depends on the quality and relevancy of your ad. So, one must focus on QS even before the bidding amount.

Nature of Ad Campaigns:

Itoffersthree types of Campaigns, including Search, display, or video.

Search Ads:These are ads in the form of texts, and Google displays these upon relevant queries in the same format as of other results.

Display Ads:These are shown on relevant websites as typically image ads. The website owners are paid per Click, and the advertisers are benefited that their content reaches to the relevant audience.

Moreover,it also offersShopping Campaigns and Ad Campaigns, which are displayedamong SERPs.

Video Ads: These are displayed before, after,and mid-video to grab the viewer’s attention.

Location:When you are setting up a Google Ad, you are asked for your geographical area. It involves your physical store is located or where your virtual business offers services and shipments.

Keywords:Using relevant keywords corresponding to users’ intent is as necessary for Google Adsas for organic searches.

Every ad group created within the campaign targets a small set of keywords. Google offers different match types such as Broad Match, Modified Broad Match, Phrase Match, and Exact Match,forselection, on the basis of which it displays your ad.

Headline and Description: You need to optimize your website’s content for Advertisement, too, as you do for SEO. The headline and meta description of your ad copy must be clear, concise and must include relevant keywords in correspondence with the users’ intent.

Ad Extensions: Advertising over this platform gives the user free Ad Extensions, which provides the users additional information and more reasons to connect with you. You could add the following extensions:

  • Sitelink Extensions
  • Call Extensions
  • Location Extensions
  • Offer Extensions
  • App Extensions

How to Create a Google Ad?

Sign Up:

Firstly, you need to sign up or create your Google Ads Account, for which you need an email address and your business website.

The Google Ad Network customizes account setup for every advertiser, for which it asks about your business information.

Follow the steps given below to get started:

  1. Enter the email address that you want to use for creating your account.
  2. Enter your business website’s address.
  3. Click Continue
  4. Now you’ll be given two options: Sign in to existing Google Account or Create a new.
  5. If you have an existing Google Account, enter your GmailI.D and password, then click sign in
  6. If there’s no existing Google Account and you are using another email address, you need to click on Create an account, then follow the given instructions.

Your Google Ads Account is ready!

Setup Ad Groups and Create Campaigns

Organizing your account structure is not simple. One has to consider the Google Ads’ Ranking Factors to achieve effective results. You could create as many campaigns as you want, and under each campaign lie similar ad groups.

You need to write quality ads considering the ranking factors like keywords. Now you need to group similar ads together; you’ll have multiple ad groups. Add the similar ad groups under a specific campaign. There’s no standard approach to structure campaigns, and these could be based on match factors or the organization of your products and services.

After the submission of your ads for review, you could still perform several tactics for further optimization.

  1. Link Google Analytics:This enables you to track, analyze, and report between channels and campaigns conveniently.
  2. Add UTM (Urchin Tracking Modules):The UTM codes enable you to track the effective parts of your ad campaign. Linking UTPs to your campaigns saves you from manually tracking each URL.
  3. Setup Conversion Tracking:It enables you to track and calculate the leads generated from your ads.
  4. Integrate Google Ads with CRM:The integration of Google Ads with Customer Relationship Management enables you to conclude the effectivity and impacts of your ads over the audience.


Once you have set up your ads, you need to start bidding.To bid on keywords, you could opt for any of the following two strategies:

Automatic Bidding:You set up your maximum budget and let Google adjust your bids based on the competition.

Manual Bidding:You need to set bid amounts for ad groups and keywords by yourself. However, it benefits you by reducing your expenditure on low-performance ads.

The guide provides you a complete understanding of Google Ads. If you want your digital marketing strategy to be a success, you need to incorporate both organic and inorganic means of marketing! While working on your SEO, do not forget to include inorganic Google Ads!

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