The Ultimate Guide to Google Ads


You should not spend any money on advertising to reach your target audience if you are considering it.

That is, somewhere with over 2.9 billion unique visitors per month and over 5 billion interactions daily.

Google is the best.

Google Ads was launched two years after, which has since become the most visited website in all of . After some branding in 2018, the advertising platform was renamed Google Ads.

Google Ads: A Guide, Template, and Planner for Businesses

Google’s vast reach means that you have probably seen and clicked on a Google advertisement, as well as potential customers.

  1. Google Ads Best Practices
  2. Google Ads Terms to Understand
  3. What is the working principle of Google Ads?
  4. How to use & create Google Ads
  5. Different types of Google Ads Campaigns
  6. Google Ads Bidding Strategies

It is no secret that paid campaigns have a higher probability of generating clicks than they used to.

It’s no surprise that Google Ads is becoming more popular with businesses in all industries.

This guide will show you how to advertise on Google. This guide will cover the features of Google advertising. shows you how to optimize your campaigns for the best results.

What are Google Ads?

Google Ads can be used to advertise on a paid platform called payper-click (PPC). PPC allows you (the advertiser), to pay per impression (CPM), or click (CPM) for an ad.

Google Ads can be a great way to attract qualified traffic (or customers who are a good fit for your products or services) to your business. Google Ads can increase your website traffic, get more phone calls, or increase in-store visits.

Google Ads lets you create and share targeted ads via mobile and desktop. Your business will appear on the search engine result page (SERP), when your potential customers search for similar products or services via Google Search and Google Maps.

This allows you to reach your target audience whenever it is most convenient for them to see your ad.

Note – Ads from this platform can be used across multiple channels including YouTube, Blogger and Google Display Network.

Google Ads can help you improve your ads over time to reach more people, so that your business is able to achieve all your paid campaign goals.

You can also tailor your ads to your budget, regardless of the size or resources of your business. Google Ads allows you to keep within your monthly budget and pause or stop ad spending at any time.

Let’s now consider a critical question: Are Google Ads really efficient? Let’s look at some statistics to help us answer this question.

  • Google Ads boasts a click-through ratio of almost 2%
  • Display ads generate 180 million impressions per month.
  • Paid ads on Google are available for users who are ready to purchase.
  • 43% of customers purchase something they saw on YouTube ads.

Google Ads: Does it work?

Google Ads is a good option. With an optimized ad campaign, and lead flow, you can create a high-ROI campaign.

Why advertise with Google?

Google is the most popular search engine. It receives over 5,000,000 search queries every day. Google Ads has been around almost two decades and is therefore an authority in paid advertising.

Google is used worldwide by people to search for answers to their questions using a mix of organic and paid results.

You need another reason? You might be competing with Google Ads.

Many thousands of companies are using Google Ads to promote businesses. This means that even though you rank organically for a search phrase, your results will be pushed down the page below your competitors.

Google Ads is a must-have part of any paid marketing strategy if you use PPC to promote your products or services.

Google Ads Best Practices

Don’t quit if you have failed to get your Google Ads campaign noticed. Your Google Ads may be underperforming for many reasons. Let’s first discuss some best practices for Google Ads.

1. Use a PPC Planning Template.

A planner helps you organize your PPC projects. You can see how your ads will appear online with Google or HubSpot’s PPC Planning Template and view your character counts. You can also manage your campaigns from one place.

2. Avoid using broad keywords.

It is essential to get it right for your keywords. This is why you should include testing and tweaking in your strategy. Google will not place your ad before the right audience if your keywords are too broad. This can lead to fewer clicks and higher ad spending.

You can review what is working and adjust your ads to match your target audience. While you may not get it right the first time, you can keep adding, subtracting, and changing keywords until you do.

3. Don’t run irrelevant ads.

Your ad won’t be clicked enough if it doesn’t match the searcher’s intent. Your headline and ad copy must match keywords that you are bidding on, as well as the solution your ad marketing is trying to provide to the searcher’s problem.

You can find the combination that gives you the best results, but it might just take a few adjustments. This feature allows you to create multiple ads for a campaign. You can use it to test which ads perform best. Better yet, you can use Google’s Responsive search ads feature.

4. Your Quality Score (QS) can be improved

Google’s Quality Score (QS), is the way Google decides where your ad should rank.

Your rank and placements on Search Engine Results Page (SERP) will be higher if your QS is high. You’ll get fewer eyes on your ad, and less chances of conversion, if your quality score is low.

Google will let you know your Quality Score but it is your responsibility to improve it.

best collection

5. Optimize your Ad Landing Page.

Your efforts should not stop at your ad. The user experience following a click is equally important.

What do your users see when they click on your ad Are you optimizing your landing pages for conversions? Is the landing page able to solve or answer your user’s question? The conversion process should be seamless for your user.

Google Ads Terms to Understand

  1. AdRank
  2. Bidding
  3. Type of campaign
  4. Click-Through Rate
  5. Conversion Rate
  6. Display Network
  7. Ad Extensions
  8. Keywords
  9. PPC
  10. Qualitative Score

These terms can help you setup, manage, optimize, and optimize Google Ads. Some are specific to Google Ads while others are general PPC terms. These are important to be able to run an effective advertising campaign.

1. AdRank

Your AdRank determines your ad placement. Your AdRank determines how many people will see your ad and whether they click it. Your maximum bid multiplied with your Quality Score determines your AdRank.

2. Bidding

Google Ads works on a bidding system. You, the advertiser, choose a maximum bid amount that you are willing to pay per click on your advertisement. Your placement will be better if you have a higher bid. There are three ways to bid: CPC (CPM), CPE, or CPE.

  • CPC (cost-per-click) is the price you pay for every click on an ad.
  • CPM (cost per mille) is the price you pay to have your ad shown to one thousand people.
  • CPE (cost per engagement) is the cost you pay to have someone take a predetermined action in response to your ad.

We will also review bidding strategies that are below.

3. Type of campaign

You can choose from seven types of campaign before you start a paid Google Ads campaign: search, display or video, shopping, app and smart, or performance maximum.

  • Search ads are text ads displayed alongside search results on a Google result page.
  • Display ads are usually image-based and appear on pages that are part of the Google Display Network.
  • YouTube has video ads that last between 6 and 15 seconds.
  • Shopping campaigns are shown in search results and on the Google shopping tab.
  • App campaigns make use of information from your app in order to optimize ads across different websites.
  • Google Smart Campaigns use Google’s smart targeting algorithms to find the most effective targeting for you.
  • Performance Max is a new campaign type which allows advertisers to access all Google Ads inventory through a single campaign.

4. Click-Through Rate

CTR refers to the number clicks that you get for your ad, as a percentage of the views it gets. Higher CTR means that your ad matches search intent and targets relevant keywords.

5. Conversion Rate (CVR).

CVR refers to the percentage of visitors who submit forms to your landing pages. Simply put, high CVR indicates that your landing pages offer a seamless user experience that fulfills the promise of the ad.

6. Display Network

Google ads can appear on search results pages and web pages within Google Display Network (GDN). GDN is a network that allows space on websites for Google Ads. These ads can be either text- or image-based, and displayed with content that matches your target keywords. The most used Display Ad options include Google Shopping, and app campaigns.

7. Extensions

You can add additional information to your ad without extra charges with Ad Extensions. These extensions can be classified under one of five categories: Call, Location or Offer; We’ll discuss each of these ad extensions below.

8. Keywords

Google will return a list of search results that matches the query entered by a Google user. Keywords are words and phrases that match the query of a searcher. Your ad will be displayed alongside the queries that you have chosen keywords. A searcher who types “clean gum off shoes” might see results from advertisers targeting keywords such as “clean shoes” or “gum on shoes”.

Negative keywords are keywords terms you do not want to rank for. These keywords will be pulled by Google based on your bid. These keywords are usually semi-related to the search terms you want to rank for, but they fall outside of your scope of expertise.

9. PPC

Pay-per-click (or PPC) is a type advertising in which the advertiser pays per click for an ad. Although PPC isn’t specific to Google Ads it is the most popular type of paid campaign. Before you launch your first Google Ads campaign, it is important to fully understand PPC.

10. Quality Score (QS).

Your Quality Score is a measure of the quality and relevance of your keywords and landing pages. It also includes your click-through rates (CTR), your click-through rate, your click-through ratio (CTR), your past performance on SERPs, as well as your click through rate (CTR). Your AdRank is determined by QS.

acquisition costs and placement will be lower if your QS is higher.


You’ll choose a geographic area in which your Google Ad will appear when you create it. You should have your storefront within a reasonable distance of your physical location. Your physical product and an ecommerce store should be located in the same areas as your shipping locations. The sky is the limit if you offer a product or service that is available worldwide.

The location settings can play an important role in placement. No matter how high your AdRank, people in New York who search for “yoga studio” in San Francisco will not see your result. Google’s primary goal is to show the most relevant results to searchers even if you pay.


Keyword research can be just as important in paid ads as for organic searches. Searcher intent should be as close as possible to your keywords. Google will match your ad to search queries that are based on keywords you have chosen.

Google will display your ads based on the keywords you have chosen for each ad group.

Match Types

Match Types allow you to have some flexibility when it comes down to keyword selections. They tell Google if you want to match a specific search query or if you want your ad to be shown to anyone who searches for a semi-related query. There are four match types available:

  • Broad Match allows you to use any word in your keyword phrase, regardless of its order. For example, “goat Yoga in Oakland” matches “yoga Oakland” or “goat-yoga Oakland”.
  • Modified Broad Match lets you lock in specific words within a keyword sentence by noting them with a + sign. The locked-in word will be included in your matches. For example, the search “+goats yoga Oakland” might yield “goats”, “goats like food,” and “goats with yoga.”
  • Phrase match will match queries that include your keyword phrase exactly in the same order, but may also include additional words. You might get “spotted goat yoga” and “goat-yoga with puppies” if you search for “goat” in the keyword phrase.
  • Exact match preserves your keyword phrase in its exact order. If someone typed “goat yoga”, or “goat yoga classes”, “goat yoga” won’t show up.

If you are just starting out, and don’t know how your persona will search for information, you might consider moving from a broad approach to a narrower one so that you can determine which queries give the best results. Your ad will rank for many queries, some unrelated. You should be vigilant about your ads and make any necessary modifications to improve their ranking.

Headline and Description

Your ad copy could make the difference between clicking on your ad or your competitor’s. It is important to match the intent of the searcher, align with your target keywords and address the persona’s problem with a clear solution.

Let’s take a look at an example to illustrate our point.

This result was found by a search for “baby swimming lessons”. It is clear and concise, and makes use of limited space to communicate its message and reach its target audience.

Swim Revolution was able to include the keyword in their headline so that we immediately knew this ad was what we were looking for. The description also explains why this is the best choice for swimming lessons, as it addresses the concerns and needs of parents looking to enroll their child in a class.

To ease our nerves about having to put a baby into a pool, they use words such as “skills,”” “fun,” and “comfort with the water” to show us that we can get what we want from this class: an infant who can swim.

This type of ad copy will get clicks but it will not convert. Instead, you should incorporate this level of intent into your landing pages copy.

Ad Extensions

Ad Extensions are a great option for Google Ads. They’re both free and give users another reason to interact and more information. These extensions are in one of the following five categories:

  • Sitelink Extensions help you stand out and add more links to your website that give users more reasons to click.
  • Call Extensions let you include your phone number in an ad so that users have another (and immediate) way to contact you. Include your phone number if you have customer service that is available to convert and engage your audience.
  • Location Extensions Include your address and phone number in your ad to allow Google to provide a map that allows searchers to easily find you. This is a great option for businesses that have a storefront and works well for the query “…near you.
  • Offer Extensions are useful if you have a current promotion. If your offers are less expensive than your competitors, it can encourage users to click on your ad.
  • App Extensions offer a link to a mobile app download. This eliminates the need to perform a new search in order to locate and download an app from an AppStore.

Google Ads Retargeting

Retargeting in Google Ads (or remarketing ) is a way to market to users who have interacted with you before but have not converted. Tracking cookies allows you to track users on the internet and target them with your ads. Remarketing works because most prospects must see your marketing multiple times before they become customers.

Different types of Google Ads Campaigns

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

Google Ads allows you to choose from five different campaign types. Let’s discuss the best uses of each and why you might prefer one to the other.

1. Search Google Ad Campaigns

Search ads are text ads displayed on Google result pages. For example, a search term “pocket squares”, returns sponsored results.

Search ads are a great way to advertise your ad at the first place most people search for information — Google. Google displays your ad in the exact same format as other results, except that it is marked as an “Ad” so users are used to clicking on and seeing results.

Responsive Ads

Responsive Search Ads let you enter multiple headlines and ad text for Google to determine which versions will be displayed to users. Traditional ads have one static version. You use the same headline and description every time.

Responsive ads let you create dynamic ads that are auto-tested until it is the best for your target audience. For Google, this means until you get more clicks.

2. Display Google Ad Campaigns

Google owns a network of websites across a variety of industries that display Google Ads. This is known as the Google Show Network. Website owners get paid per impression or click on ads. Advertisers have the advantage of getting their content in front audiences who are similar to their personas.

3. Video Google Ad Campaigns

videos. YouTube is also a search engine. The right keywords will get you in front of the video and disrupt the user’s behaviour enough to grab their attention.

4. App Google Ad Campaigns

Google App campaigns Promote your mobile app through an ad on Google Search Network and YouTube, Google Play and Google Display Network.

Advertisements can be used to encourage users to download your app, or to take an action within the app if they are already using it.

An App ad campaign is not like other types of ads. Instead, give Google information about your app and its audience and then place a bid. Google will do the rest to get you app in front the right people:

5. Shopping Google Ad Campaigns

Google Shopping Ad Campaigns is another type of Google Ad. Shopping Campaigns are similar to other types of Google Ads. They display on SERPs with detailed product information, such as price and imagery. You can create a Shopping campaign via Google Merchant Center. Here you can input product information that Google pulls to create your shopping ads.

Shopping Ads let you promote products or product lines, rather than marketing your entire brand. When you search for a product on Google, ads for other brands will appear along the side and/or top. This is what I see if I search for “running shoes”. While the ads at the top of the page are Google Search ads and the specific products on the side are Shopping Ads optimized for the keyword “running shoe”, the ads below are Google Search ads.

Step by step instructions to Utilize Google Promotions
Persuaded that you ought to begin utilizing Google Advertisements? Great. Beginning is straightforward, however requires a couple of steps. Here is a bit by bit guide for setting up your most memorable mission on Google Promotions.

  1. Set up your Google Promotions account.
    To start with, go to the Google Promotions landing page. On the upper right-hand corner, click on ‘Start Now.’

step by step instructions to utilize google advertisements: set up account

You’ll be coordinated to sign in with a Google record or set up another one.

  1. Pick your business name and site.
    Subsequent to marking in, you’ll be taken to a page where you’ll give your business name and site. The URL you give is where anybody who taps on your promotion will be taken.

instructions to utilize google advertisements: pick business name

instructions to utilize google advertisements: greeting page url

  1. Select your promoting objective.
    Then, select your fundamental promoting objective. You have four choices: Get more calls, get more site deals or recruits, get more visits to your actual area, and get more perspectives and commitment on YouTube.

instructions to utilize google advertisements: promoting objective

  1. Make your promotion.
    The subsequent stage is to make your promotion. This requires imagination and can a piece challenge.

Fortunately, Google gives you tips on what to compose. However, obviously, the main thing is to compose a promotion that will draw in and convert your crowd.

instructions to utilize google promotions: compose promotion duplicate

  1. Add watchword subjects.
    On the following page, you can pick watchwords that match your image. Google will recommend a couple for you; on the off chance that you’re curious about catchphrase research, we propose choosing the ones Google has proposed to begin. Subsequent to choosing the right catchphrases, click ‘Next.’

instructions to utilize google promotions: watchword subjects

  1. Set your promotion area.
    The following page allows you to pick the area or where you maintain that your promotion should show up. It very well may be close to your actual location or elsewhere.

  1. Set your financial plan.
    Here, you’ll either utilize the financial plan choices presented by Google or enter a particular financial plan.

  1. Affirm installment.
    Ultimately, give your charging data.

Furthermore, that is that making your most memorable Google ad is so natural!

As may be obvious, setting up your paid missions on Google is generally simple (and fast), for the most part on the grounds that the stage takes you through the arrangement and gives accommodating clues en route. Assuming you have your promotion duplicate as well as pictures made, the arrangement ought to take you something like 10 minutes.

What might be more subtle are the extra things you want to do to ensure your advertisements are ideally set up and effectively identifiable. We should cover these together. These are the means you’ll take once your promotions are submitted for audit.

  1. Interface your Google Investigation account.
    You probably have Google Investigation set up on your site (on the off chance that not, this is the way to do it on WordPress) so you can follow traffic, changes, objectives, and any interesting measurements. You additionally need to connect your Investigation record to research Advertisements. Connecting these records will make following, examining, and detailing among channels and missions a lot more straightforward on the grounds that you can see these occasions in a single spot.

google advertisements connect google examination

  1. Add UTM codes.
    Imp Following Module (UTM) codes are utilized by Google to follow any action related with a particular connection. You’ve most likely seen them previously — the piece of a URL follows a question mark (“?”). UTM codes will let you know which deal or promotion prompted a transformation so you can follow the best pieces of your mission. UTM codes make it simpler to upgrade your Google Advertisements since you know precisely exact thing’s working.

The stunt, however, is to add your UTM codes at the mission level when you set up your Google Promotions, so you don’t need to do so physically for every promotion URL. If not, you can add them physically with Google’s UTM manufacturer.

google advertisements set up utm codes google crusade url developer

  1. Set up transformation following.
    Transformation following tells you precisely the number of clients or leads that you’ve obtained from your promotion crusades. It’s not compulsory to set up, at the same time, without it, you’ll figure the return on initial capital investment of your advertisements. Transformation following permits you to follow deals (or different exercises) on your site, application introduces, or calls from your advertisements.

google advertisements change following

Oversee and sort out your advertisements with our free Google Promotions Unit and Formats.

  1. Incorporate your Google Advertisements with your CRM.
    There is something to be said about keeping every one of your information in one spot where you can follow, dissect, and report on it. You as of now utilize your CRM to follow contact information and lead streams. Coordinating Google Promotions with your CRM empowers you to follow which advertisement crusades are working for your crowd so you can keep showcasing to them with offers that are applicable.

Google Advertisements Offering Procedures
Whenever you’ve set up your promotion crusades and have following set up, now is the right time to begin offering. Keep in mind, your capacity to rank in Google Promotions relies on how you bid. While your bid sum will rely upon your financial plan and objectives, there are a couple of procedures and offered settings you ought to know about while sending off your paid mission.

Computerized versus Manual Offering
You have two choices with regards to offering on your watchwords — computerized and manual. This is the way they work:

Robotized Offering places Google steering the ship and permits the stage to change your bid in light of your rivals. You can in any case set a greatest financial plan, and Google will work inside a reach to allow you the best opportunity at winning the bid inside those requirements.
Manual Offering allows you to set the bid sums for your promotion gatherings and catchphrases, allowing you the opportunity to decrease spending on low-performing advertisements.
Offering based on Marked Search Conditions
Marked terms are those with your organization or exceptional item name in them, as “HubSpot CRM.” There is a lot of discussion on regardless of whether to offer based on your marked conditions. On one side of the discussion, offering based on conditions that will probably yield natural outcomes should have been visible as a misuse of cash.

On the opposite side, offering based on these conditions gives you space over these indexed lists pages and assists you with changing over possibilities that are further along the flywheel. For example, in the event that I’ve been exploring live visit devices and am vigorously considering HubSpot’s Live Talk, then, at that point, a straightforward quest for “HubSpot live visit programming” will yield exactly the outcome I’m searching for without the work of looking over.

The other contention for offering based on your marked conditions is that contenders might offer on them in the event that you don’t, in this manner taking up important land that ought to have a place with you.

Cost Per Obtaining (CPA)
On the off chance that burning through cash to change over possibilities into leads makes you uncomfortable, then, at that point, you can set a CPA all things considered and possibly pay when a client changes over into a client. While this offering technique could cost more, you can breathe easy in light of realizing that you possibly pay when you secure a paying client. This system makes it simple to follow and legitimize your promotion spend.

Extra Assets to Upgrade Your Google Promotions
Your promotion duplicate and title isn’t the main part that will make your paid mission fruitful. Getting a client to click is just the start … they ought to show up on a point of arrival that is streamlined for transformation and afterward be taken to a Thank You page that instructs them next.

In the event that you believe your Google Advertisements should deliver qualified leads and clients, look at these extra assets and use them as rules as you set up your Google Promotions crusade.

Point of arrival Best Practices will show you how to set up a presentation page that is prime for changes so you don’t squander those valuable snaps.
Advanced “Much obliged” Pages shows you how to manage your new lead post-change, how to keep them on your site, and ways of keeping up with their consideration.
Tips for Portable Google Advertisements shows you the vital contrasts among work area and versatile promotions and how to upgrade both.
Improving Google Promotions Costs will show you how we, at HubSpot, boost our Google Advertisements spend to get the best return for money invested.
Quality Google Promotions Models That Convert shares instances of Google publicizing efforts that hit the nail on the head.
Google Advertisements Tips
Since it has become so undeniably obvious how to utilize and set up a Google Promotion crusade, the following are a couple of short tips or best practices to follow to assist you with making fruitful missions.

We’ve covered these finally all through this post, however their significance couldn’t possibly be more significant. Utilize this as an agenda you can allude to over and over.

  1. Have a reasonable objective.
    It’s crucial to characterize your goals before you make your promotion, rather than making a promotion first and afterward tweaking it to accommodate your targets. Plunk down with your showcasing group to set up a promoting plan and make Brilliant objectives for your Google Advertisements crusades.
  2. Make a significant greeting page.
    When incited to add your URL while making your promotion, guarantee that the URL you give prompts a significant greeting page. Assuming that your promotion is sufficiently fascinating to get clicked, you could fix all that incredible work assuming it guides them to an unfortunate presentation page.

Consequently, upgrade your presentation pages with the goal that your promotion will assist with changing over an inquisitive guest into a paying client. Look at our point of arrival guide so you know precisely how to make extraordinary greeting pages.

  1. Utilize the right watchwords.
    Catchphrases are really significant, so it’s just correct that you pick the best ones for your promotion.

Long-tail catchphrases are probably the best kinds of watchwords since they are unmistakable and can target one business.

For instance, say you run a feline center. A nonexclusive watchword like ‘feline facility’ won’t target individuals in your space, yet something like ‘feline center in belvedere’ is bound to draw in the right crowd.

  1. Robotize the cycle.
    You can augment changes by advancing the offering system. Apparatuses like Brilliant Offering can increment or diminish offers for you, contingent upon the likelihood of coming out on top.