The Beginner Guide To Google Ads

Beginner Guide to Google Ads

Google Ads are Google’s online advertising services. You can create ads to reach people at exactly the right time when they are looking for the products and services you offer. You can select where your ad appears, set a budget that fits your needs, and easily track the success of your ad.

Our guides are designed to help you get up to speed quickly so you can make effective ads and generate better ROI. To get started, choose a path that works for you!

Each day, Google users search 4.1 billion times. You can get your brand in front of more users through every search. This helps you generate more leads, conversions, and sales.

When people search for relevant keywords, you can advertise your products and services through Google Ads. Using it correctly can boost sales and lead generation.

Google Ads – what is it? (Overview)

Google Ads is a product that allows you to promote your business, sell products or services, increase awareness, and increase the number of visitors to your website. You can edit the ad text, the settings, and the budget for your Google Ads account online at any time.

Google Ads can drive qualified traffic to your business, or good-fit customers, as they search for products or services like yours. Google Ads can increase your website traffic, increase phone calls, and increase in-store visits.

Using Google Ads, you can create and share well-timed ads (both via desktops and mobile devices) with your target audience. As a result, your business will appear on the first page of search engine results when your ideal customers are searching on Google or using Google Maps to find products and services like yours. This way, you reach your target audience when it makes sense for them to see your ad.

Google Ads: How do they work?

Google Ad Auction

Google Ads work based on auctions. A Google Ads auction occurs every time a user performs a keyword search. Google Ads auctions and seeing your Ads appear for relevant keywords require both Quality Score and bid amount optimization. Quality Score and bid amount work together to determine your ad placement. Factors that determine the Quality Score of your ad include:

  • Google ads that are relevant to a search query
  • Your ad group’s relevance to the Google keyword
  • Ad relevance to the landing page
  • The historical CTR for an ad and its ad group
  • Account performance over time

A high-quality score comes with several other benefits as well:

Reduced costs Google helps advertisers improve their ROI by lowering their cost per click (CPC) when they have high-Quality Scores.

Higher exposure – When you have high-Quality Scores, your ads display more frequently, in better positions on the search engine results page, on top rather than at the bottom. In this way, you can get more clicks and conversions without increasing your bids.

The process begins with a query. Whenever someone searches on Google, Google looks at the Google Ads Advertisers pool and determines whether an auction needs to be held.

When one or more advertisers bid on a similar keyword that Google determines is relevant to the search query, an auction is triggered. Also, keywords are different from search terms.

Advertisers determine which keywords they want to bid on, and how much they want to spend.

Afterward, Google enters the keyword from the advertiser’s account it finds most relevant with the highest bid the advertiser has specified with the associated ad into the auction.

On Google Ads, advertisers bid for keywords in order to show their ad copy on top of a search engine result page.

Imagine that there are four advertisers, John, Rick, Mike, and Steve. The four advertisers each run their own fashion boutiques and use Google Ads to promote their businesses online. In each case, the keyword list is very similar, so each advertiser must bid high in order to be displayed. They bid for the keyword ‘fashion boutique.’ In this instance, John bids $5, Rick bids $4, Mike bids $3, and Steve bids $2.

Now, a user who is looking for a fashion boutique would search it on Google. Each time a search is conducted on Google, the position of the ad is decided by an auction. Advertisers aim to win Google Ads auctions in order to display their ads to users. Here, John wins the auction because he bids the highest.

Bid amount determines ad position and it is sequenced accordingly.


Max. Bid

Amount Paid

Ad Position















Google Ads sells ad positions through an auction. The highest bidder wins the top position, the second-highest bidder gets the second position, and so on. The winning bidder pays the second-highest price.

Besides ad position and bid amount, Google also considers different quality factors to rank an ad on top. One of the most important factors is the quality score, ad relevance, ad rank, and ad format. Ultimately, the ad rankings determine the ad position.

Ad Rank = Quality Score x Maximum Bid


Max. Bid

Quality Score

Ad Rank

Ad Position (Final)





















An ad’s Quality Score plays a crucial role in determining its position in search engine result pages.

When you’re setting up your brand, one of the most important things to keep in mind is to make sure it reaches the right audience, and provides the best results.

A Beginner’s Guide To Google Ads Best Practices:

Google Ads Best Practises

If you have attempted to promote your business but failed to achieve results. Many factors may have prevented you from reaching out to a targeted and quality audience. I’d like to share a few Google Ads best practices with you.

1. Use Google Ads Keywords Planner: You can use the Google Ads Keywords Planner to find out the right keywords and audiences before you start your first Google Ads campaign.

Google Ads Keyword Planner Tool

2. Avoid broad keyword terms.

You need to make sure you don’t use broad keyword terms, since they can include searches that do not contain your keywords. This will allow you to reach more searchers than exact or phrase matches. Broad match is the default match type for all your keywords.

Check out which keywords are generating the most clicks and leading to the most conversion and adjust these to fit your ads best with your target audience. Most likely you won’t get the correct combination on your first try, but you should continue adding, removing, and pausing keywords until you do.

3. Avoid running irrelevant ads.

It is important to write ads that are relevant to your focused keywords and services. The headline, description, landing pages, and ad copy of your ads must match the keywords that you’re bidding on, and you can do this by creating new ads or editing existing ones.
You can create multiple ads for each campaign – use this feature to determine which ads work best.

4. Aim for a higher quality score.

Google uses Quality Score as a ranking factor. Google will place your ads on SERPs based on quality score, bids, and relevance of your ad copy for every keyword. If your ad rank is high, you will appear higher. Your ad will get higher clicks/impressions and your conversion rate will be higher. You can improve your Quality Score by looking at Google’s Quality Score.

5. Design a landing page that optimizes your ad.

To get qualified leads, sales, or phone calls, your landing page must be optimized.
When your user clicks your ad, what do they see? Is your landing page focused on relevant content, as well as your ad and targeted keywords? Is the user seeing exactly the same products and services that the user used to search on Google to find the products and services? We must create content that exactly matches the targeted keywords and the services you offer to customers.

A Quick Guide to Google Ads Terms:

  1. AdRank
  2. Bidding
  3. Campaign Type
  4. Click-Through Rate
  5. Conversion Rate
  6. Display Network
  7. Ad Extensions
  8. Keywords
  9. Quality Score

The following terms will assist you in setting up, managing, and optimizing your Google Ads. All of these are specific to Google Ads, To run an effective ad campaign, you must know these things.

1. AdRank

AdRank determines where your ads appear. You’ll rank better if the bid value is high, and more users will see your ad. As a result, more conversions and clicks will occur. The AdRank is calculated by multiplying the maximum bid by the quality score.

2. Bidding

Google Ads works on a bidding approach, so you can determine the maximum amount you’re ready to spend for a click on your ad. Your placement will be higher if you bid more. There are three ways to bid: CPC, CPA, or CPE.

CPC (Clicks and Impressions):

If you want to attract people to your website, clicks will do the trick. You will only pay when somebody really clicks on your ad and visits your site using cost-per-click (CPC) bidding.

If you want to increase brand awareness in a Search and Display Network campaign, you should consider targeting impression share. This bidding method helps you acquire your Impression Share goals automatically by setting your bids.

Cost Per conversion:

When you use the “cost per conversion bidding” strategy, you are telling Google Ads how much you’re ready to spend for a conversion or cost per action (CPA).
Conversions (sometimes called acquisitions) describe specific actions you want your site to promote. The action may be a sale, a sign-up for an email, or something else. Google Ads sets your bids automatically so that you receive the most conversions at the lowest cost per action.

Cost Per View:

CPV bidding is an effective way to understand what level of engagement your videos have, where they’re watching, and when they’re stopping. CPV bidding pays for video views, as well as clicks on call-to-action overlays (CTAs), cards, and companion banners.

3. Campaign Type

Google Ads offers you three types of paid campaigns: search, display, and video.

  • Text ads are displayed among the search results on Google’s results pages.
  • Display ads are usually image-based and inserted into web pages with the Google Display Network.
  • A video ad should last at least 12 seconds (it is best to keep it under 3 minutes). Pay only when someone watches the first 30 seconds, the whole video, or interacts with your ad by clicking: whichever happens first and appears on YouTube.

4. Click-Through Rate (CTR)

A click-through rate is determined by multiplying the number of times your ad is displayed by the number of clicks it receives: clicks ÷ impressions = CTR. If you have 5 clicks and 100 impressions, your CTR is 5%. Within your account, you have access to the CTRs of every ad, keyword, and listing.

5. Conversion Rate (CVR)

Conversion rates are calculated by dividing the number of conversions by the number of ad interactions that could be tracked to a conversion within the same period. For instance, if you had 40 conversions from 1,000 interactions, your conversion rate would be 4% since 40 * 1,000 = 4%.

6. Display Network

Google Display Network is a collection of over 2 million websites, videos, and apps where you may see Google Ads.

With Google Ads, your ads will appear on the Google Display Network, a collection of over two million websites that reach over 90% of internet users worldwide.

7. Extensions

Using an extension, you can add additional information to your ad for no additional charge. This feature includes extra information about your ads, such as an address, phone number, or store rating.

8. Keywords

Google’s search engine returns a range of results for a query typed into the search box. A keyword is a phrase or term that describes what the user is looking for. Keywords are selected based on the queries you’d like to display your ad alongside.

Negative Keywords: Keywords that prevent your ad from being triggered by certain terms. Nobody who searches for that phrase sees your ads. This is also called a negative match.

Let’s say you sell specifically women’s shoes. For search terms like “men.” “shoe images,” you may want to add negative keywords. These terms will not match variations or expansions.

9. Quality Score (QS)

According to Google, your Quality Score is calculated by measuring your click-through rate, the relevancy of your keywords, the quality of your landing page, and your past performance on SERPs. AdRank is based on your Quality Score.

Google scores your ads and landing pages according to the overall experience they provide when people search for your keyword(s). The scale ranges from 1 to 10, with 1 being the lowest and 10 being the highest. You can check your Quality Score on your keywords report.


A location-targeting system lets you select specific locations for your ad. Most campaign types allow you to select a specific location for your ad. A user can select entire countries, certain areas inside a country like cities or territories, or even a radius around a particular location.

As soon as you create your Google Ad, you’ll choose the geographical area where your ad will appear. An offline store should be located within a reasonable range of your physical location. An eCommerce store should have its location set in the place where it ships. A service or product that is available worldwide has the potential to reach any market.

Match Types

Match Types

Keywords are terms or phrases that describe what people are looking for.

To be eligible for auction, an ad needs to match the keyword very closely with the search query of the user. Using a broad match, you can advertise on a wider variety of user searches, while using an exact match, you can target specific user searches. There are three types of matches:

Broad match: Ads may appear in searches related to your keywords, including searches that don’t contain your keywords. You can then attract more visitors to your website, spend less time building keyword lists, and focus your spending on keywords that are effective. Your keywords are assigned broad matches by default, so you don’t need to specify them (such as exact matches, phrase matches, and negative matches).

broad match type

Phrase Match: Ads may appear in searches containing your keyword. Keywords can have suggested meanings, and user searches can have more specific meanings. If you use phrase match, you can reach more users than if you used exact match and fewer users than if you used broad match, only showing your ads when your product or service is included in the search.

For phrase match, you put quotes around your keyword, such as “casual shoes”.

Phrase match type

Exact Match: Ads may appear on searches with the same meaning or intent as the keyword. When it comes to keyword matching, exact match gives you the most control over who sees your ads, but it reaches fewer searches than phrase and broad match.

For an exact match, use square brackets, such as [white shoe]. For example:

Headline and Description

Each headline on your text ad can have up to 30 characters to promote your product or service. Each headline is separated by a horizontal pipe (“-“) and may appear differently on various devices. There are three parts to it: headline text, display URL, and description text.

To illustrate what we mean, let’s review an example.

Google ads Headline and Description

Ad Extensions

Extensions give people more reasons to choose your business by adding more information to your ad. This will improve your ads’ quality and create a higher conversion rate. In addition, to call buttons, location information, links to specific parts of your website, and more, extensions can also include additional text.

These extensions extend your ad – making it stand out – and provide additional links to your site that attract users to click.

Location extensions

Your location, your contact information, and a link to your business details page will encourage people to visit your business – including your hours, photos, and directions to your location. When customers call your business location, but want the numbers for specific locations to be centralized, use call extensions along with your business location extensions.
location extensions

Affiliate location extensions

It helps people find retail chains that sell your products. You can use affiliate location extensions to reach consumers when they’re deciding what and where to buy your products from retail chains. People can find nearby stores that sell your products using affiliate location extensions.
Affiliate location extension

Callout extensions

A callout extension can help you increase conversions by promoting unique offers to shoppers, such as 100% money-back guarantee or 24-hour customer support. Customers see your ads to learn about your business, products, and services.
Callout extensions

Call extensions

Call extensions allow you to link your ads with phone numbers, increasing click-through rates. With your call extension ads, people can tap or click a button to call directly to your business. More customer engagement means more chances of converting your ads. Here is an example of how call extensions appear:
Call Extention

Sitelink extensions

You can create sitelink extensions to include more links in your ads. A Sitelink extension takes people to specific pages on your site (for example, a specific product or services page). Your links direct visitors directly to what they want to signup or buy.
Sitelink extensions

Structured snippet extensions

Structured snippets that appear with your ad on a computer will display up to two headers at a time, but those that appear with ads on mobile and tablet devices will only display one header.

Adding as many headers as possible that are relevant to your business will help Google Ads determine what to show you.

Here’s how an ad with structured snippets might look on a computer:

Structured snippet extensions

Price extensions

Price extensions help you showcase more of your services and range of products in your Search Network text ads, and they link directly to what interests people on your site.

You can display price extensions below your desktop and mobile text ad to give details about what your business offers. Users can view the various options and prices from up to eight cards. Customers can go straight to an item on your website by using your price menu.

Price Extension
Price Extension

App extensions

Through app extensions, you can link your text ads to your mobile or tablet apps. Either your ad headline or the link to your app drive people to your site. A single ad can provide access to both your website and your app.
App Extension

Lead form extensions

A lead form extension lets people submit their information directly in your ad in order to generate leads.

With Google Ads, you can create a lead form extension. Lead form extensions are available for Search, Video, Discovery, and Display campaigns.

Lead form extensions

Google Ads Campaign Types:

Google Ads offers five types of campaigns. We’ll look at both types and why you might choose one over the other.

1. Search Ad Campaigns

Google shows search ads as text ads on results pages. You can place ads across Google’s vast search results network with search campaigns. These ads will appear to users who are actively looking for your products and services. Search campaigns are one type of Google Ads campaign.

For example, a search for “buy shoes” returns these sponsored results:

Search Ad Campaigns

A benefit of search ads is that they appear where most searchers are looking for information – on Google. Your ad is shown in a similar format to other results (except it’s labeled as an “Ad”), so users are accustomed to seeing and clicking on results.

Responsive Search Ads

With responsive search ads, you can enter 15 headline variations and four ad copy variations, and Google will select the top performers to display to users. If you’re using standard ads, create one expanded text ad with the same headline and description.

You can create ads that adjust to your customers’ needs by using responsive search ads. You can create multiple headlines and descriptions for a responsive search ad, and Google Ads will automatically compare headlines and descriptions to see which is more effective.

Responsive Search Ads

2. Display Ad Campaigns

Google Display Network refers to a network of websites in different industries that display Google Ads to a variety of audiences.

On Google Play, in the Shopping tab, and in Google Maps, including the Maps app, they can appear beside, above, or below search results. Ads may appear with search results on websites of Google search partners.

Display Ad Campaigns

3. Video Ad Campaigns

Videos on YouTube have video ads before or after (and sometimes in the middle) them. YouTube is also a search engine. If you use the right keywords, you will appear in front of a video, disrupting the viewer’s behavior just enough to grab their attention.

You can include a thumbnail image from your video and some text in your in-feed video ads. In-feed video ads may vary in size and appearance depending on where they appear, but the viewers are always encouraged to click to watch the video. Videos are then played on YouTube watch pages or channel homepages.

Below is a video advertisement that appears mid-video:

Video Streaming Ads

4. App Ad Campaigns

Using Google App Campaigns, you can promote your app through ads that appear on Google Search Network, YouTube, Google Play, and Google Display Network. If your audience already uses your app, you can use ads to encourage them to take a certain action within it.

App Ads Campaign

5. Shopping Ad Campaigns

Shopping campaigns let you promote your products before users even click on your ad, by telling them everything about what you’re selling. As you track your products’ performance over time, you will be able to use retail-centric reporting tools.

In Google Merchant Center, you can create shopping campaigns where you can enter product information that Google will use to create your ads.

Shopping Ad Campaigns

Getting started with Google Ads: The Beginners’ Guide

Follow these instructions to learn how to create a Search Ad, and ad groups, and how to customize your targeting and bid.

1. You need to signup or login in to your Google Ads account.

2. Click Campaigns on the left side of the page.

Create ad Campaigns

3. To create a new campaign, click the plus button.

New Campaigns

4. Choose one or more campaign goals. To continue without goals, click Create a campaign without a goal.

campaign goals

5. Choose the actions you want visitors to take on your ad such as website visits, phone calls, shop now or app downloads under “Select the results you want from this campaign.” Describe the campaign in details.

6. As a campaign type, select Search.

7. Choose the type of results you are looking for from the campaign.

8. Please click Continue.

9. Enter a name for your campaign and the locations, languages, and budget you want to target.

10. If you want Google to optimize your bids, choose an automated bid strategy under “Bidding.”. We recommend that you choose target CPA or enhanced CPC.

11. Set a bid limit (optional) and a budget.

12. On the left side of the screen, expand Show more settings and click Dynamic Search Ad.

13. Choose your website domain and language.

14. To proceed to the next step, create a ad group and targets.

15. Select your campaign settings and then create ad groups. Each group should target what online users interested in your products are searching for.

16. You should then create your Search ads, and one of the most important things to focus on is relevance to your keywords. Your headlines and descriptions should match the keywords in your ad group.

17. After you set up your campaign, it may take a few days for your ads to appear. In most cases, ads are approved within 1 business day. That’s it. Your first campaign is ready.