The All In One Guide into Google Ads [Examples]

 You'd better spend your money wisely if you're thinking of using advertisements to reach your target market.

That is, a location that receives more than 2.9 billion unique visitors each month and 5 billion daily interactions.

similar to Google.

Just two years after Google.com, the most well-known website in the world, Google Ads was introduced. The advertising platform first appeared in October 2000 under the name Google Adwords, but in 2018 it underwent a rebranding and became known as Google Ads.

Given Google's wide audience, it's likely that both you and your potential consumers have seen (and probably clicked on) a Google advertisement.

It's no secret that these days, the more effective and targeted your paid ads are, the more clicks they produce and the higher the likelihood that they will bring in new clients.

So it should come as no surprise that businesses across all sectors are using Google Ads more and more frequently.

You'll learn how to start advertising on Google in this guide. We'll go through platform-specific features and show you how to fine-tune your campaigns for the greatest possible ad outcomes.

What are Google Ads?

When you, the advertiser, pay per click or impression (CPM) on an ad, you are using Google Ads, a paid advertising platform that falls under the pay-per-click (PPC) marketing category.

Using Google Ads is a successful technique to attract people who are a good fit for your company and are looking for goods and services similar to what you provide. You may improve the number of phone calls, in-store visits, and internet traffic with Google Ads.

Create and distribute well-timed advertising to your target market with Google Ads (on desktop and mobile). Consequently, when your target clients use Google Search or Google Maps to hunt for goods and services similar to yours, your company will appear on the search engine results page (SERP).

Notably, platform advertisements may also appear on YouTube, Blogger, and the Google Display Network.

In order for your company to achieve all of your paid campaign objectives, Google Ads will eventually assist you in analyzing and improving those advertisements to reach more individuals.

You can also modify your advertisements to fit your budget regardless of the size of your company or the resources you have at your disposal. You can keep under your monthly budget with the help of the Google Ads tool, and you may even suspend or discontinue your ad spending at any moment.

Moving on to a more pressing concern, are Google Ads actually effective? Let's look at some facts to help us respond to this:

Google Ads had over 2%  of the click-through rate. About 180 million impressions from display advertising are generated per month. Paid ads on Google receive 65% of clicks from customers who are ready to buy. 43% of buyers make a purchase after seeing an advertisement on YouTube.

Are Google Ads effective?

Google Ads do indeed work. With an optimized ad campaign and lead flow, you may construct a marketing campaign with a high return on investment.

Why should I run a Google ad?

With more than 5 billion searches performed each day, Google is the most popular search engine. Furthermore, the Google Ads platform has been in existence for about 20 years, providing it some experience and legitimacy in sponsored advertising.

People all over the world use Google as a resource to ask questions that are then answered by a combination of paid adverts and organic results.

Do you need one more? Your rivals are utilizing Google Ads (and they might even be bidding on your branded terms).

Because so many businesses use Google Ads to market their brands, even if you're ranking organically for a certain search keyword, your results will be pushed down the page under those of your rivals.

There is no way around using Google Ads if you're using PPC to advertise your goods or services (the only exception might be Facebook Ads, but that's another issue).

Google Ads Guideline

Don't give up if you've tried advertising on Google but had little luck. Your Google Ads may not be operating as they should for a variety of reasons. However, let's first go through some common Google Ads recommended practices.

1. Use a template for PPC planning.

You can keep your PPC efforts organized by using a planner. You can preview the character counts for your advertisements, see how they will appear online, and manage your campaigns all in one location using Google and HubSpot's PPC Planning Template.

2. Steer clear of general keywords.

Your strategy should include testing and fine-tuning because you really need to nail it for your keywords. Your ad will be shown to the wrong audience if your keywords are too general, which will result in fewer hits and a higher ad cost.

Examine what's working (i.e., which keywords result in clicks) and make changes to your ads as necessary to make them more relevant to your target market. The blend probably won't be perfect the first time, but you should keep introducing, eliminating, and adjusting keywords until it is.

3. Avoid running unrelated ads.

You won't obtain enough clicks to make your ad spend worthwhile if your ad doesn't correspond to the searcher's purpose. Your headline and ad copy need to be relevant to the keywords you're bidding on, and the product your ad is promoting needs to address the searcher's pain issue.

It's a combination that will work, and you might only need a few adjustments to get the outcomes you want. You can build many ads for a campaign; utilize this capability to test different variations to see which ones perform the best. Utilize Google's Responsive Search Ads functionality, or even better, use that.

4. Boost the quality of your score (QS).

Google uses your Quality Score (QS) to decide where to place your ad.

Your rank and positions on the Search Engine Results Page will improve with a higher QS (SERP). Less people will see your advertisement and you will have fewer opportunities to convert if your quality score is low.

Although Google informs you of your Quality Score, it is up to you to raise it.

5. Improve the landing page for your ads.

Your efforts shouldn't end with your advertisement; the user experience that follows a click is just as important.

When a user clicks your advertisement, what do they see? Is the conversion rate on your landing page optimized? Does the page address the problem or query of your user? The conversion process need to be easy for your user to move through.

Google Ads Terms That You Shoud Know

1. AdRank 

2. Offers

3. Campaign Format

4. The percentage of clicks (CTR)

5. Rate Conversion. (CVR)

6. Network View

7. Extensions to Ads

8. Key phrases

9. PPC

10. Quality Score 

You may set up, manage, and optimize your Google Ads by using the terms listed below. Some of these are exclusive to Google Ads, while others have more general PPC implications. To conduct a successful ad campaign, you'll need to be aware of them.

1. AdRank 

Your ad placement is determined by your AdRank. The higher the value, the better you'll rank, the more people will see your ad, and the more likely it is that they will click it. Your maximum bid multiplied by your Quality Score yields your AdRank.

2. Offers

You, the advertiser, choose a maximum bid amount you're ready to spend for a click on your ad in the Google Ads bidding system. The better your placement, the greater your bid should be. CPC, CPM, or CPE are your three possibilities when placing a bid.

l The amount you pay for each click on your advertisement is known as the CPC, or cost-per-click.

l When your advertisement is seen to 1,000 individuals, it is called an impression, and the cost per mille (or CPM) is the price you pay for each one.

l When someone responds to your advertisement, you are charged a fee known as CPE, or cost per engagement.

Yes, we will discuss bidding tactics later.

3. Campaign Format

You can choose from seven different campaign types before starting a sponsored campaign on Google Ads: search, display, video, shopping, app, smart, or performance max.

l Among the search results on a Google results page are text adverts called "search ads."

l On websites that are part of the Google Display Network, display ads—typically based on images—are shown.

l The length of YouTube's video adverts ranges from six to fifteen seconds.

l Shopping campaigns can be seen on search results pages and in the Google Shopping tab.

l Ads on different websites are optimized using data from your app's app campaigns.

l To get you the most value for your money, smart campaigns use Google to determine the optimal targeting.

l With a single campaign, advertisers may access all of Google Ads' inventory thanks to the new campaign type called Performance Max.

4. The clickthrough rate (CTR)

The percentage of clicks you receive in relation to ad views is known as your CTR. A higher CTR denotes a high-quality ad that targets relevant keywords and matches search intent.

5. Conversion Rate (CVR)

As a percentage of all visits to your landing page, CVR calculates the number of form submissions. A high CVR essentially indicates that the user experience on your landing page is flawless and fulfills the promise of the advertisement.

6. Network VIew

The Google Display Network allows for the display of Google adverts on both search results pages and websites (GDN). Google Ads can be text-based or image-based, and they are displayed next to material that is pertinent to your target keywords on the web pages of the websites in the GDN network. Google Shopping and app campaigns are the two most popular Display Ad choices.

7. Extensions To Ads

With the help of ad extensions, you may fill your advertisement with further details at no additional expense. Sitelink, Call, Location, Offer, or App are the five categories that these extensions fall under; we'll go over each of these ad extensions below.

8. Key phrases

Google displays a number of results that are relevant to the searcher's purpose when a user submits a query into the search field. Keywords are words or phrases that fit the searcher's query and provide the results they are looking for. Depending on the searches you want your ad to appear next to, you choose your keywords. When someone searches for "how to wipe gum off shoes," for instance, they will see results for marketers who have chosen to target terms like "gum on shoes" and "clean shoes."

A list of negative keywords includes those for which you don't want to appear in search results. Google will remove you from the keyword bid for certain terms. These are usually somewhat linked to the search terms you were going for but don't fit with what you have to offer or where you want to rank.

9. PPC

In pay-per-click (PPC) advertising, the advertiser is charged for each click on an advertisement. PPC is the most typical kind of paid campaign, while it is not exclusive to Google Ads. Before starting your first Google Ads campaign, it's critical to have a thorough understanding of PPC.

10. Quality Score

Your click-through rate (CTR), the appropriateness of your keyword selection, the caliber of your landing page, and your historical performance in the SERPs all contribute to your Quality Score, which evaluates the efficacy of your ads. Your AdRank will be affected by QS.

How do Google Ads function?

Potential leads or clients who are looking for your product or service are shown your ad through Google Ads. Depending on the sort of ad campaign chosen, advertisers bid on search phrases, or keywords, and the winners of that bid are displayed at the top of search results pages, on YouTube videos, or on relevant websites.

Your capacity to develop successful and high-performing Google Ads is impacted by a variety of things. They will be discussed here, along with several Google Ads samples.

High Quality Score and AdRank

Your advertising' placement is determined by AdRank, and one of the two factors—the other being bid amount—that affects your AdRank is Quality Score. Keep in mind that your Quality Score is based on the caliber and relevancy of your advertisement, and Google gauges this by the number of people that click on your advertisement when it is displayed, or CTR. Your ad's ability to successfully match searcher intent will determine how well it performs on click-through rates (CTR).

l How relevant your keywords are

l If the searcher receives what they anticipate from your ad copy and CTA,

l The way people interact with your landing page

Even before you raise your bid amount, you should pay close attention to your QS when you first set up your Google Ad campaign. Your acquisition fees will be reduced and you'll be placed higher with a higher QS.

Destination

You choose the region where your Google Ad will be displayed when you first put it up. If you have a storefront, it should be quite close to where you are physically located. If you run an online store and sell actual goods, you should specify your location to the locations from which you ship. The possibilities are endless if you offer a service or good that is available to everyone in the world.

Keyword phrases

Both paid advertisements and organic search benefit from keyword research. Your keywords should as closely as possible reflect the objective of the searcher. This is due to Google matching your advertisement with searches based on the keywords you chose.

One to five keywords are ideal for each ad group you designate inside your campaign, and Google will display your ad in accordance with those choices.

l The default mode, known as Broad Match, uses any word—in any order—within your search phrase. "Goat yoga in Oakland," for instance, will match either "goat yoga" or "yoga Oakland."

l Using the "+" symbol to identify them, Modified Broad Match enables you to lock in specific words inside a keyword phrase. That locked-in word will at the very least be present in your matches. "+goats yoga in Oakland," for instance, could return "goats," "goats like food," or "goats and yoga."

l Phrase Match will match with queries that contain your keyword phrase in the exact order, even though they might also have terms before or after it. Such variations include "spotted goat yoga" and "goat yoga with pups."

l Precise Match keeps your keyword phrase in the exact order that it is written. If someone types "goats yoga" or "goat yoga class," for instance, "goat yoga" won't appear.

Switch from a broad match to a more specific approach if you're just getting started and are unsure of how your persona will be searching so you can test which questions get the greatest results. However, because your ad will appear for a variety of queries, some of which are irrelevant, you should monitor your advertising carefully and make any necessary adjustments as you learn more.

Headline and Content

Your ad copy may determine whether someone clicks on your ad or one from a rival. As a result, it's crucial that your ad language aligns with your target keywords, satisfies the persona's pain point, and matches the searcher's intent.

Let's look at an example to see what we mean.

This came up in a search for "infant swim instruction." The material is succinct and makes effective use of the available space to communicate its point and engage its intended audience.

Because The Swim Revolution used the phrase in their headline, we can immediately tell that the ad is relevant to our search. The description also explains why this is the ideal choice for swim lessons by addressing the issues that their persona, a parent trying to enroll their child in a swim class, would have.

Ad Extensions 

You should use Ad Extensions if you're running Google Ads for two reasons: first, they're free, and second, they give users more information and another reason to interact with your ad. These extensions fit into one of the following five categories:

l Sitelink Extensions give users more compelling reasons to click by extending your ad and adding further links to your website.

l You can include your phone number in your advertisement using Call Extensions, giving users another quick option to contact you. Include your phone number if your customer care team is prepared to interact with and convert your audience.

l By including your address and phone number in your ad, Location Extensions enable Google to provide searchers with a map that will help them easily locate you. This choice works well for the search term "near me" and is perfect for companies with a storefront.

l Offer Extensions are effective if you are currently running a promotion. If users notice that your options are more affordable than those of your rivals, they may choose to click your advertisement instead of those of others.

l For mobile users, app extensions offer a link to an app download. As a result, it is easier to find and download the software from an AppStore without having to conduct a new search.

 

Retargeting The Google Ads

Retargeting, also known as remarketing, is a strategy used in Google Ads to promote to consumers who have previously interacted with you online but have not yet purchased. Users who are tracked by cookies will see your advertising as they browse the web. Remarketing works well because most potential customers need to see your advertising repeatedly before becoming clients.

Google Ads Campaign Types

On Google Ads, you may choose from one of five different kinds of the campaign. Let's discuss the best applications for each and the reasons why you would favor one over the other.

1. Ad campaigns for search

Text advertisements known as search adverts are seen on Google results pages. For illustration, a search for "domain" yields the following sponsored results:

The advantage of search advertisements is that they allow you to publish your advertisement on Google, which is where most people turn to first when searching for information. Users are accustomed to viewing and clicking on results since Google displays your advertisement in the same way as other results (apart from designating it as a "Ad").

Search ads that are responsive

With responsive search ads, Google will choose the top-performing headlines and ad copy (15 and four variations, respectively) to show to users. With conventional advertising, you generate a single static version of your ad and reuse the same headline and description over and over.

With responsive advertisements, you can create a dynamic ad that is automatically tested until you find the one that works best for your target audience – for Google, that means until you receive the most clicks.

2. Ad campaigns for displays

The Google Display Network is a collection of websites owned by Google that accept Google Ads and are in a variety of markets. The fact that the website owner is compensated for each click or impression on the adverts is advantageous. The advantage for advertisers is that they can expose their content to persona-relevant audiences.

These are frequently graphic advertising that divert readers' attention from the webpage's content:

3. Videos for ad campaigns 

Keep in mind that YouTube is a search engine as well. Therefore, using the appropriate keywords will bring up a movie and briefly stop the user's current course of action in order to get their attention.

The following video appears in the middle of another instructional film on music video:

4. Ad campaigns in apps

Through an advertisement that appears on Google Search Network, YouTube, Google Play, Google Display Network, and other sites, Google App Campaigns advertise your mobile application.

You can run advertisements urging people to download your app or, if they already have it, to perform a specific action inside of it.

Unlike other ad formats, an App ad campaign is not something you create. Instead, tell Google about your app's features and target market before making a bid. Google takes care of the rest to expose your app to the appropriate users:

5. Retail advertising campaigns

Google Shopping Ad Campaigns are yet another variety of Google Ads. Shopping campaigns, like these other sorts of ads, are shown on SERPs and feature specific product details like the price and image of the item. Input particular product data into Google Merchant Center to launch a shopping campaign, and Google will use that data to generate your shopping ads.

Shopping Ads enable you to highlight particular products and product lines as opposed to selling your brand as a whole. For this reason, when you conduct a Google search for a particular product, advertisements for several companies will appear at the top and/or side of the page. When I type in "running shoes," this is what I get. Ads from Google Search are displayed at the top. nonetheless, the particular goods featured in the side advertising are Shopping ads tailored to the phrase "running jacket":

The Guide Into Google Ads

Have we persuaded you to start utilizing Google Ads? Good. Starting is easy, but there are a few stages involved. Here is a step-by-step tutorial for creating your first Google Ads campaign.

1. Create a Google Ads account first

Visit the Google Ads homepage first. Click "Start Now" in the top right corner of the screen.

You will be asked to sign in using an existing Google account or create a new one.

2. Pick a name for your company and a domain

You will be directed to a screen after logging in where you must enter the name of your company and its website. Anyone who clicks on your advertisement will be directed to the URL you provide.

3. Decide on your marketing objective.

Choose your primary advertising objective next. You have four options: increase phone calls, website purchases or sign-ups, foot traffic to your storefront, and YouTube views and engagement.

4. Create your advertisement

Your ad needs to be created next. This can be a little difficult and calls for inventiveness.

Thankfully, Google provides writing suggestions. Of course, writing an advertisement that will draw in and influence your audience is the most crucial step.

5. Include key phrase topics

You can select keywords that go with your brand on the following page. If you're unfamiliar with keyword research, Google will offer a few for you; we advise starting with those suggestions. Click "Next" once the appropriate keywords have been chosen.

6. Choose the place for your advertisement

You can select the area or locations where you want your advertisement to appear on the following page. It can be far from your home location or somewhere else.

7. Establish a budget

Here, you can either specify a specific budget or choose from Google's budget possibilities.

8. Verify your payment

Give your billing details last.

And just like that, you've made your first Google Ads!

As you can see, creating your sponsored ads on Google is rather simple (and quick), largely because the platform guides you through the process and offers useful tips along the way. The setup should only take you ten minutes if you already have your ad wording and/or images ready.

Less evident are all the extra steps you must take to make sure your advertising are well-positioned and straightforward to track. Let's discuss these as a group. These are the actions you should do after submitting your advertising for approval.

9. Connect your Google Analytics profile

If Google Analytics isn't already installed on your website, here's how to install it on WordPress so you can measure visitors, conversions, objectives, and any other special data. Additionally, you must connect your Analytics account to Google Ads. Because you can monitor these occurrences in one location, linking these accounts will make tracking, analyzing, and reporting between channels and campaigns much simpler.

10. Insert UTM codes

Google employs Urchin Tracking Module (UTM) codes to monitor all actions connected to a given URL. They are the words in a URL that come after a question mark ("?"). You have probably seen them before. You can track the most successful components of your campaign by using UTM codes, which will reveal which offer or advertisement resulted in a conversion. Due to the clarity they provide, UTM codes make it simpler to optimize your Google Ads.

The secret, though, is to include your UTM codes when configuring your Google Ads so that you don't have to do so manually for each ad URL. With Google's UTM builder, you can manually add them in place of that.

11. Seting up the tracking of conversions

How many clients or leads you actually received as a result of your advertising campaigns is revealed by conversion tracking. Although setting it up is optional, doing so will force you to estimate the ROI of your advertising. You can monitor purchases (or other actions) made through your website, app downloads, or phone calls generated by your adverts using conversion tracking.

12. Connect your CRM and Google Ads

Keeping all of your data in one location where you can track, examine, and report on it has some merit. You already track contact information and lead flows in your CRM. To continue promoting to your audience with offers that are relevant to them, you may track which ad campaigns are effective for them by integrating Google Ads with your CRM.

Strategies for Bidding on Google Ads

It's time to start bidding once your ad campaigns are set up and tracking is established. Keep in mind that your potential to rank in Google Ads depends on your bid strategy. When starting your paid campaign, there are a few methods and bid settings you should be aware of even though your bid amount will depend on your budget and objectives.

Manual vs. Automated Bidding

When it comes to bidding on your keywords, you have two choices: automated and manual. Here is how they function:

l With Automated Bidding, Google is in charge and the software might modify your bid based on your rivals. You can still select a maximum spending limit, and Google will work within that range to offer you the best opportunity to place the winning bid.

l By using manual bidding, you can control the bid levels for your ad groups and keywords, which gives you the opportunity to spend less on advertisements that aren't working well.

A Branded Search Term Bidding

Branded terms include the name of your business or a distinctive product, such as "tryx CRM." Whether or not to bid on your brand phrases is a topic of significant discussion. On one side of the argument, placing a bid on terms that are likely to produce organic results can be seen of as money wasted.

On the other hand, placing a bid for these phrases provides you control over these pages of search results and aids in the conversion of prospects who are further along the cycle. For example, if I've been looking at live chat tools and am strongly considering tryx Live Chat, a quick search for "tryx live chat software" will give me the exact result I need without having to scroll.

The other justification for bidding on your branded phrases is that if you don't, your rivals might, so occupying valuable space that ought to be yours.

Cost Per Acquisition (CPA) 

You can set a CPA instead and only pay when a user converts into a customer if the thought of paying money to convert prospects into leads unnerves you. Even while this bidding technique could be more expensive, you can rest easy knowing that you only pay when you acquire a paying customer. This tactic makes tracking and defending your advertising expenditure simple.

Additional Resources for Google Ads Optimization

Your sponsored campaign's success depends on more than just your ad copy and headline. Just getting a person to click is the first step... They ought to land on a landing page that is designed to convert before being transferred to a thank-you page that instructs them on what to do next.

Check out these extra resources and use them as guidelines when you build up your Google Advertising campaign if you want your ads to generate quality leads and clients.

l In order to avoid wasting those priceless clicks, Landing Page Best Practices will show you how to create a landing page that is optimized for conversions.

l What to do with your new lead after conversion, how to keep them on your site, and how to keep their interest are all covered in Optimized "Thank You" Pages.

l A Few Mobile Tips Google Advertisements teaches you how to optimize both desktop and mobile ads as well as the main distinctions between them.

l You may learn how we at HubSpot maximize our Google Ads expenditure to get the best ROI by reading Optimizing Google Ads Costs.

l Examples of successful Google advertising campaigns are provided in Quality Google Ads Examples That Convert.

Tips for Google Ads

Here are a few quick recommendations or best practices to keep in mind as you develop successful campaigns now that you understand how to use and set up a Google Ad campaign.

These have been extensively explored in this essay, but it is impossible to exaggerate how important they are. Use this as a checklist that you can use repeatedly.

1. Set a specific aim

Instead of developing an ad first and then changing it to match your objectives, it's critical to clarify your objectives before you construct your advertisement. Meet with your marketing team to develop SMART goals for your Google Ads campaigns and a plan for your advertising.

2. Make a landing page that is pertinent

Make sure the URL you enter when asked to when generating your ad points to a pertinent landing page. If your ad is compelling enough to be clicked, you risk undoing all your hard work if the landing page is subpar.

As a result, make your landing pages as effective as possible so that your advertisement can turn a curious visitor into a paying customer. For more instructions on how to construct effective landing pages, see our landing page tutorial.

3. Make good use of keywords

It simply makes sense that you select the top keywords for your advertisement because they are so crucial.

Long-tail keywords are among the finest since they may target a single firm and are extremely specialized.

Let's use the example of running a cat clinic. A local audience won't be reached by a general term like "cat clinic," but something like "cat clinic in Belvedere" is more likely to do so.

4. Automate the procedure

Conversions can be increased by improving the bidding process. Your bids may be raised or lowered for you using tools like Smart Bidding, depending on your chances of success.

As a result, you will only invest money where there is a greater likelihood of success.

5. Make use of ad extensions

Extensions can improve the effectiveness of your advertising. You can identify your regions, services, products, or promotional offers using these extensions.

For instance, you may put your phone number in your advertisement so that people can contact and ask about your services straight away.

6. Using the negative keywords

You may incorporate negative keywords in Google Ads. By utilizing these keywords to describe what your product or service is not, you may avoid appearing in unrelated SERPs.

In the hypothetical cat clinic, you might only treat cats and not dogs or other kinds of animals. You can disregard qualifiers like "dogs" in this situation.

7. Evaluate and tweak your plan

You can monitor significant data like page popularity, the most popular keywords, and more when you combine your advertisements with Google Analytics.

Get your Google Ads campaign going!

Given its power and reach, Google Ads ought to be a component of any sponsored campaign. Use the advice we provided to begin going, and keep in mind to tweak and improve as you go.

There are just campaigns that require a little bit more work; there are no Google Ads campaigns that don't work. You have everything you need to construct an effective Google Ad campaign that generates clicks and leads by using the above approach and information.