Google Ads Basics For A Beginner

What is Google Ads?

Google Ads is an immense Pay Per Click (PPC) network owned by Google search engine giants.

Adwords are mainly used on a daily basis to drive huge traffic to the websites where in fact many companies rely on PPC as their key source to traffic.

For instance, when we enter the keyword “digital marketing courses in hyderabad” in the google search engine, a results page is displayed and the slots with an “Ad” tag is referred to as a Google Ad.

Benefits of Google Ads

> Wide audience reach.

> Largest PPC network.

> Search network and Display network.

> Availability of millions of partner websites.

> Quick to set up campaigns like

  1. Search campaigns.
  2. Display campaigns.
  3. Video campaigns.
  4. Shopping campaigns.
  5. Universal App campaigns.

> Easy to use with instant results.

> Smart bidding (CPC, CPM(Thousand impressions), CPA) and daily budgets.

> Targeting methods – Age, Gender, Location, Keywords, Interests (Predefined interests lists), Topics, Remarketing, Content, People.

> Great tools and advanced analytics.

How Google Ads work?

Google Ads work on a straightforward concept that other users bid on keywords to determine whose Ads are shown.

The user who bids most for a keyword will take up the number 1 spot while other users take the underneath remaining spot.

You don’t need to be number 1 to get significant traffic as with most keywords offers 3 to 4 Ad slots at the top of the results page.

Google Ads basics: Bidding

Google Ads basics involve the understanding of how the bidding system works.

Depending on how much you and the other users are bidding, it determines 2 things i.e a) Your advert position and b) how many clicks you get.

If no adverts are running on a particular keyword, then you will display at the top regardless if you bid 1 cent per click or 10 dollars per click.

Once other people start bidding on the same keyword your Ad could be pushed down to position 2.

Depending both on the keyword and the competition, it can influence the number of Ads displayed on a page.

Bidding Methods

Search network                                                                                                    Display network

CPC – cost per click.                                                                                                 CPC

CPI – cost per install.                                                                                               CPI

CPA – cost per acquisition/action.                                                                       CPA

            Only pay after acquiring a sale                                                                    

                                                                                                                                    CPM – cost per mille

                                                                                                                                                (per thousand impressions)

                                                                                                                                    CPV – cost per view.

Bidding Strategies


Search network Display network
Manual Bidding Bid for each keyword
Automated Bidding Specify max CPC limit.

(Rs.100, Max CPC Limit Rs.10)

1) Maximize Clicks
2) Maximize Conversions
3) Target Outrank Share
4) Target Search Page Location
5) Target ROAS (Return on Ad Spend)
6) Target CPA




1) Target CPA

2) Maximize Clicks

3) Target ROAS

4) Viewable CPM

Google Ads allow you to reach the audience through Search network and Display network

Search network is done through Google Search Engine, Google Maps, Search Partners etc which allows you to showcase your ads to users who are actively searching for the keywords you opted for.

“Text ads” are the right choice for this type of network and are marked with “Ad” next to the site URL.

Display network is done through Display Partners (Websites, Apps etc), YouTube, Finance etc which are placed on websites you think your target will be visiting on.

Display ads” or “Banner ads” belong to this type of network.

Quality Score

It is a part of Google Ads which is a complicated feature that can significantly influence your adverts costs and effectiveness.

Quality score affects how much you pay and how your Ads perform.

When you make an advert and run a PPC campaign, your click-through-rate, landing page quality, keyword relevance and historical Ads account performance factors play an important role.

By improving your quality score, Google rewards you with a lower cost per clicks and a higher Ad ranking.

Quality score improvisation takes time and lots of optimization.

To improve your quality score, you need to

  • Research on new relevant keywords and add to your campaign.
  • Organize your keywords more effectively into Ad groups.
  • Rewrite your Ad text to improve your click-through rate.
  • Optimize your landing pages, so that they are relevant to your adverts and reduce your bounce rate.
  • Add negative keywords to your campaign which are wasting your money.

Google Ads Campaign process

  • Objective
  • Target Audience
  • Budget
  • Message / Content
  • Channels
  • Analytics

Ad creation stage 1

Set up a campaign – click the “create your first campaign button”.

1) Section 1

  Here you need to give a campaign name and what type of campaign you want to create.

2) Section 2

   Since we picked the standard option “search network with display select” in section 1, we can choose on which network our ads are displayed.

  By default, you have to have your advert displayed on the Google network and the search partners is optional. Keep everything ticked so we get the maximum exposure for our money.

3) Section 3

   By default, our ads will display on all mobile platforms and tablets. Later on, we can change the individual settings of our adverts on what devices we want them to show.

4) Section 4

   Location targeting and where we want to display our ads.

5) Section 5

   If you picked other countries to target in section 4, then this section is very much important. As Google won’t auto-translate your adverts, you have to pick the language you want your advert to display in. The default language setting will be English.

6) Section 6

   The bidding of your adverts and what bidding strategy you are going to use are covered up in this section.

  You can opt for       a) pay a fixed amount per click        

                                     b) let Google auto-bid for you  

                                    c) change the bid depending on your daily budget.

7) Section 7    

   The last section the page covers ad extensions which are useful but are advanced features.

Ad creation stage 2

Now the basic settings were done and it’s time to make an advert.

The second page is in 2 sections

a) the advert itself    b) the keywords you are targeting.

1) Section 1

Here simply enter your ad group name with something relevant to your campaign and then write u your first ad.

The most common type of ad is the “text ad” and Google has a tool to visualize how your ad will be displayed once it’s live.

While writing an ad make sure to use relevant keywords and also that it grabs the attention.

2) Section 2

   It’s time to decide what keywords the ad will show up for.

   Make sure that all the keywords are similar and relevant.

   Once you have decided on your keywords, you have successfully set up your first campaign.

   All you need to do now is to enter your billing details and your adverts will be visible to thousands of people.







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