Google Ads 101: A Beginner’s Guide to Getting Started

Imagine being able to display your products and services when a potential customer searches for keywords related to your business. That’s the promise of Google Ads. 

This beginner’s guide is your ticket to unravelling the world of online advertising, empowering you to understand the fundamentals and harness its incredible potential. When you have the knowledge and tools to make Google Ads work for you, promoting your products and services in one of the most effective and efficient ways possible becomes easy.

Billions of searches happen daily, and businesses of all sizes constantly strive to ensure their products and services are noticed. This is where Google Ads, Google’s paid online advertising platform, can be a powerful catalyst for success.

Google Ads is a pay-per-click (PPC) advertising system designed to connect businesses with potential customers actively seeking products or services similar to what they offer. Advertisers bid on keywords related to their offerings to secure prime real estate on Google’s Search Engine Results Pages (SERPs).

When a user enters a query into Google’s search bar, they see a list of results on the SERP. These results can be a mix of organic (unpaid) listings and paid advertisements, but  Google Ads can deliver precisely targeted advertisements when users search for specific keywords.

Google Ads is not a one-size-fits-all solution. It recognises the diverse needs of businesses and offers a versatile array of campaign types to cater to various advertising goals. Each campaign type has its unique strengths, making it essential to choose the one that aligns with your specific objectives. 

Google Ads offers some primary campaign types:

• Search Campaign

The Search campaign is the bread and butter of Google Ads. It’s all about those text-based ads you see at the top of the search results when you enter a query into Google. These ads are triggered when users search for specific keywords. Search campaigns are excellent for driving immediate traffic and capturing high-intent users actively seeking what you offer.

• Display Campaign

Display campaigns take a different approach, focusing on visual elements such as image or video ads. These ads are showcased on websites within Google’s extensive Display Network, which comprises millions of partner sites. Display campaigns build brand awareness, reach a broader audience, and visually showcase your products or services.

• Shopping Campaign

If you’re an e-commerce business looking to promote products directly, Shopping campaigns are your go-to. These campaigns allow you to display product images, prices, and descriptions in search results so shoppers can browse and compare items. Shopping campaigns are incredibly effective for online retailers aiming to boost sales.

• Video Campaign

In today’s visual-centric digital landscape, Video campaigns are a force to be reckoned with. You can run video ads on YouTube, the world’s second-largest search engine. Video campaigns are perfect for storytelling, engaging your audience, and delivering your message in a dynamic and memorable format.

• App Campaign

App campaigns are tailor-made for businesses looking to increase app downloads and engagement. These campaigns automatically target users across Google’s networks to drive app installations or in-app actions. Whether you want more users to explore your app or make in-app purchases, App campaigns can help you achieve those goals.

• Performance Max 

A game-changer in digital advertising. Unlike traditional campaigns, Performance Max leverages machine learning and automation to deliver your ads across Google’s entire ecosystem of properties. This includes Search, Display, YouTube, and even the Discover feed.

The cost of a specific Google Ad is a dynamic and multifaceted equation influenced by various factors. Understanding these factors is crucial for advertisers looking to maximise their return on investment.

The bid you place for a specific keyword is a fundamental cost determinant. It’s the maximum amount you’re willing to pay each time someone clicks on your ad. Higher bids often lead to better ad placement but also increase your cost per click (CPC). 

Google’s Quality Score is a metric that assesses ad quality, keywords, and landing pages. A higher Quality Score can lower your overall ad costs while improving your ad’s position on the search results page. Quality Score considers factors like click-through rate, ad relevance, and the user experience of your landing page.

Other factors include:

• Ad Rank: Your ad’s position is determined by your Ad Rank. This is based on your bid, Quality Score, and other factors. The higher your Ad Rank, the better your ad’s placement.
• Competition: The level of competition for a particular keyword or industry can significantly impact the cost of advertising. In highly competitive spaces, bidding wars can drive up CPCs, making it more expensive to secure top ad placements.

The Ad Auction is the mechanism that Google uses to decide which ads will appear on a search results page and in what order. When a search phrase is entered, Google identifies relevant keywords in the query that advertisers have bid on. Google then considers the bids from advertisers for those keywords, and an Ad Rank is calculated for each ad, taking into account the bid amount and Quality Score. 

Tips for running ad campaigns

The most important things are a well-crafted ad and a quality destination where potential customers arrive after clicking on that ad. Your landing page serves as the bridge between a user’s initial interest and their ultimate conversion.

Your landing page should guide visitors toward a specific action, whether it’s making a purchase, signing up for a newsletter, requesting a quote, or any other desired outcome. Your CTA is the roadmap, telling users exactly what to do next. Make your CTA concise, action-oriented, and prominently placed on the page. It should leave no room for ambiguity, ensuring visitors know exactly how to proceed.

Finally, the headline on your landing page is arguably the most critical element. It’s the first thing users see, setting the tone for their experience. A compelling, attention-grabbing headline can distinguish between a visitor staying to explore further or bouncing off the page. Use the headline to convey your unique value proposition and align it closely with the message in your Google ad. So, now it’s time to set up your ads and watch the leads roll in!