Google Ads Step by Step Guide with PDF

Google Ads (formerly known as Google AdWords) is an online advertising platform that enables businesses to create and display ads on the Google Search Network, Google Display Network, and YouTube. With Google Ads, businesses can reach potential customers who are actively searching for products or services they offer, or who are browsing relevant websites and watching videos on YouTube.

In this tutorial, we will cover the following topics:

1. Setting up a Google Ads account
2. Understanding Google Ads campaigns and ad groups
3. Creating your first Google Ads campaign
4. Choosing the right keywords
5. Creating effective ad copy
6. Setting bids and budgets
7. Measuring and optimizing your campaigns
8. Setting up a Google Ads account:

To get started with Google Ads, you need to create a Google Ads account. Here’s how:

a) Go to the Google Ads homepage (https://ads.google.com/) b) Click on the “Start now” button. c) Enter your email address and website URL. d) Select your country and time zone. e) Create your first campaign.

2. Understanding Google Ads campaigns and ad groups:

Google Ads campaigns are the main organizational structure within your account. Each campaign is made up of one or more ad groups, which contain your ads and target keywords. Here’s a breakdown of each:

• Campaigns: Campaigns are the highest-level structure in Google Ads. Each campaign has a specific objective, budget, and targeting settings. You can have multiple campaigns in your account, each with its own budget, target audience, and ad creatives.
• Ad groups: Each campaign can have multiple ad groups, which contain specific ads and target keywords. Ad groups allow you to organize your ads by theme or topic, making it easier to target specific audiences with the right message.

3. Creating your first Google Ads campaign:

To create your first Google Ads campaign, follow these steps:

a) Click on the “New Campaign” button in the Google Ads dashboard. b) Choose a campaign type that aligns with your business goals. c) Set your campaign settings, including your budget, target audience, and ad creatives. d) Choose your targeting options, including keywords, locations, and demographics. e) Launch your campaign and monitor its performance.

4. Choosing the right keywords:

Keywords are the words or phrases that people use when searching for products or services related to your business. To choose the right keywords for your campaigns, follow these steps:

a) Use Google’s Keyword Planner tool to find keywords that are relevant to your business. b) Look for high-traffic keywords that have low competition. c) Group your keywords into ad groups based on their relevance. d) Create ad copy that includes your target keywords.

5. Creating effective ad copy:

Your ad copy is the message that people see when they come across your ads. To create effective ad copy, follow these guidelines:

a) Keep your message simple and focused. b) Use emotional triggers to evoke a response from your audience. c) Include a clear call-to-action that encourages people to take action. d) Test different variations of your ad copy to see which performs best.

6. Setting bids and budgets:

Bids and budgets are the two main factors that determine how much you pay for your ads. To set bids and budgets, follow these steps:

a) Set a daily budget for each campaign that aligns with your business goals. b) Choose a bidding strategy that aligns with your campaign objectives. c) Monitor your campaigns regularly and adjust your bids and budgets based on their performance.

7. Measuring and optimizing your campaigns:

Measuring and optimizing your campaigns is key to improving their performance over time. To do this, follow these steps:

a) Use Google Analytics to track your website traffic and user behavior

b) Use Google Ads’ built-in reporting features to track your campaign performance, including clicks, impressions, click-through rates, conversion rates, and cost per conversion. c) Analyze your data to identify trends, patterns, and opportunities for improvement. d) Test different variations of your ad copy, keywords, targeting, and bidding strategies to see what works best. e) Use A/B testing to compare the performance of different ad variations. f) Use negative keywords to exclude irrelevant traffic and improve the relevance of your ads. g) Optimize your landing pages to improve your conversion rates. h) Continuously monitor and adjust your campaigns to improve their performance over time.

Google Ads features:

Google Ads offers a wide range of features to help businesses reach their target audience and achieve their marketing objectives. Here are some of the key features:

1. Google Search Network: Allows businesses to display their ads on Google’s search engine results pages (SERPs) when people search for specific keywords.
2. Google Display Network: Allows businesses to display their ads on a network of over two million websites and apps.
3. YouTube Advertising: Allows businesses to display their ads on YouTube, the world’s second-largest search engine.
4. Remarketing: Allows businesses to target people who have previously interacted with their website or ads.
5. Targeting Options: Allows businesses to target their ads by location, language, device, and audience demographics.
6. Ad Formats: Allows businesses to choose from a variety of ad formats, including text ads, image ads, video ads, and responsive ads.

Benefits of using Google Ads:

1. Reach potential customers who are actively searching for products or services you offer.
2. Target specific audiences based on demographics, location, and behavior.
3. Achieve measurable results and a high return on investment (ROI).
4. Control your budget and spend only on clicks or impressions.
5. Continuously optimize your campaigns to improve their performance over time.
6. Gain insights into your target audience and their behavior through Google Analytics.
7. Increase brand awareness and credibility through targeted advertising.

How does Google Ads work?

Google Ads auction system

The Google Ads auction system is a process by which advertisers bid on ad placements for specific keywords or audiences, and Google uses an algorithm to determine which ads to show and in which order. Here’s a breakdown of how the Google Ads auction system works:

1. User searches for a keyword on Google
2. Google Ads identifies relevant ads based on the user’s search query and the keywords advertisers have chosen to target
3. Ads are entered into an auction, and the winning ad is displayed to the user
4. The winner of the auction is determined by several factors:
   • Ad relevance and quality score: Google evaluates how relevant the ad is to the user’s search query, as well as the quality of the ad itself (e.g. ad copy, landing page experience, etc.)
   • Bid amount: The maximum amount an advertiser is willing to pay for a click on their ad
   • Ad rank: The combination of ad relevance, quality score, and bid amount
5. The winning advertiser pays the second-highest bid amount for that ad placement, also known as the “advertiser’s auction price”.

It’s important to note that the highest bidder doesn’t always win the auction. Ad relevance and quality score are key factors in determining the winner of the auction, so advertisers with highly relevant ads and high-quality landing pages can often win auctions even with lower bids.

Additionally, Google Ads offers different bidding strategies and tools that advertisers can use to optimize their bidding and increase their chances of winning auctions, such as automated bidding strategies and bid adjustments based on device, time of day, and location.

Google Ads Dashboard

Navigating the Google Ads dashboard can seem overwhelming at first, but with some guidance, it’s easy to find your way around. Here are the main elements of the dashboard and how to use them:

1. Overview page: This is the default page when you log in to your Google Ads account. It provides a summary of your account’s performance, including clicks, impressions, and conversions.
2. Campaigns tab: This tab shows all of the campaigns you have set up in your account. You can view and edit each campaign’s settings, create new campaigns, and access campaign reports.
3. Ad groups tab: This tab shows all of the ad groups within your campaigns. You can view and edit each ad group’s settings, create new ad groups, and access ad group reports.
4. Ads & extensions tab: This tab shows all of the ads and extensions within your ad groups. You can view and edit each ad and extension’s settings, create new ads and extensions, and access ad and extension reports.
5. Keywords tab: This tab shows all of the keywords within your ad groups. You can view and edit each keyword’s settings, add new keywords, and access keyword reports.
6. Tools & settings: This menu provides access to various tools and settings for your account, such as billing information, conversion tracking, and audience targeting.
7. Help center: This menu provides access to Google’s help resources, including the Google Ads Help Center, community forums, and support options.

To navigate the dashboard, simply click on the tab or menu item you want to access. You can also use the search bar at the top of the dashboard to find specific campaigns, ad groups, or ads.

Tools & Settings Menu in Google Ads

The Tools & Settings menu in Google Ads provides access to a variety of tools and settings to help you manage and optimize your campaigns. Here are some of the key tools and settings you’ll find in this menu:

1. Billing & payments: This section allows you to manage your billing and payment information for your Google Ads account. You can view your current balance, add new payment methods, and set up automatic payments.
2. Linked accounts: This section allows you to link your Google Ads account to other Google services, such as Google Analytics or Google My Business.
3. Audience manager: This tool allows you to create and manage custom audiences based on specific demographics, interests, and behaviors. You can use these audiences to target your ads more effectively.
4. Keyword planner: This tool allows you to research and plan keywords for your campaigns. You can enter a seed keyword or URL and get suggestions for related keywords and their estimated search volumes.
5. Ad preview and diagnosis: This tool allows you to preview how your ads will look on Google search results pages and diagnose any issues that may be preventing your ads from showing.
6. Conversion tracking: This setting allows you to track conversions on your website, such as purchases or form submissions, and attribute them to your Google Ads campaigns.
7. Ad schedule: This setting allows you to specify the days and times of day when you want your ads to be shown.
8. Location targeting: This setting allows you to target your ads to specific geographic locations, such as countries, states, or cities.
9. Campaign settings: This section allows you to adjust the settings for your campaigns, such as ad delivery method, bidding strategy, and ad rotation.

Billing & Payments

How to setup billing & Payments in Google Ads

Billing & Payments is a section within the Google Ads Tools & Settings menu that allows you to manage your payment information and billing settings for your Google Ads account. Here are some of the key features and functions of this section:

1. Payment methods: This section allows you to add or edit the payment methods associated with your account. You can use credit cards, debit cards, or bank accounts to pay for your ads.
2. Billing profile: This section contains your billing details, including your billing address and tax information.
3. Billing summary: This section shows your current balance, payment history, and upcoming payments.
4. Payment settings: This section allows you to set up automatic payments or manual payments, depending on your preferences.
5. Billing alerts: This section allows you to set up alerts for when your account balance reaches a certain threshold or when a payment is due.
6. Invoicing: Depending on your billing country and account type, you may be able to receive monthly invoices for your ad spend.

It’s important to keep your payment information up to date in Google Ads to ensure that your ads continue to run uninterrupted. You can also use the billing summary to monitor your ad spend and adjust your campaigns accordingly.

Note that billing and payment policies may vary by country and account type. Be sure to familiarize yourself with the billing policies and procedures specific to your account to avoid any issues or disruptions to your advertising campaigns.

Keyword Research in Google Ads

Keyword research is a crucial aspect of creating successful Google Ads campaigns. It involves identifying and selecting the most relevant and valuable keywords that your target audience is likely to use when searching for products or services like yours. In this blog, we’ll explore the importance of keyword research and provide some tips on how to choose keywords for your Google Ads campaigns.

Why is keyword research important?

Keyword research helps you understand what people are searching for and the search terms they use. By identifying the most relevant and valuable keywords for your business, you can create ads that target your ideal audience and drive more traffic to your website. Here are some of the key benefits of keyword research:

1. Targeted Advertising: Keyword research allows you to target specific keywords that are relevant to your business and products/services. This means you can create ads that are more likely to be seen by people who are interested in what you have to offer.
2. Improved Ad Relevance: When your ads are relevant to the keywords you are targeting, it improves the overall quality of your ads. This increases the chances that your ads will be clicked on and your website will receive more traffic.
3. Cost Savings: By targeting more specific and relevant keywords, you can improve the click-through rate (CTR) of your ads. This can reduce your overall cost per click (CPC) and result in more efficient ad spending.

How to choose keywords for your Google Ads campaigns

1. Brainstorm a list of relevant keywords: Start by creating a list of keywords that are relevant to your business and the products or services you offer. Think about the words and phrases your customers might use to search for your products or services.
2. Use keyword research tools: Use tools like Google Ads Keyword Planner or other third-party keyword research tools to help you generate additional ideas for keywords. These tools can provide insights into search volume, competition, and other metrics that can help you choose the best keywords for your campaigns.
3. Evaluate the competition: Look at the keywords that your competitors are targeting and evaluate how competitive those keywords are. If the competition is high, you may want to consider targeting more specific long-tail keywords that are less competitive.
4. Consider keyword match types: Choose the appropriate match type for your keywords. Broad match keywords may result in more impressions and clicks, but they may not be as targeted as phrase or exact match keywords.
5. Refine your keyword list: Refine your keyword list based on search volume, competition, and relevance to your business. Use negative keywords to exclude irrelevant searches that are not relevant to your business.
6. Test and optimize: Test your keywords and ad copy to see which ones perform the best. Use the data from your campaigns to optimize your keywords and ad copy for better performance.

In conclusion, keyword research is a critical component of successful Google Ads campaigns. By selecting the most relevant and valuable keywords, you can create targeted ads that reach your ideal audience and drive more traffic to your website. Use the tips outlined in this blog to help you choose the best keywords for your campaigns and optimize your ad spending.

What is Keywords Planner in Google Ads?

Keyword Planner is a tool within Google Ads that allows you to research and plan keywords for your campaigns. With Keyword Planner, you can:

1. Discover new keywords: Enter a seed keyword or website URL, and Keyword Planner will generate a list of related keywords and their estimated search volumes.
2. Get keyword ideas: Keyword Planner can provide keyword ideas based on your business category, product or service, or landing page.
3. Estimate traffic and costs: Keyword Planner provides estimated search volumes, competition levels, and suggested bids for each keyword, allowing you to plan your budget and target the most relevant keywords for your campaigns.
4. Plan a campaign: Once you’ve selected your keywords, you can add them to your ad groups or campaigns, and get estimates for your projected traffic and costs.
5. Refine your keyword list: Keyword Planner allows you to filter your keyword list by keyword text, search volume, competition, and other metrics to refine your list and select the most relevant and cost-effective keywords.

How to use Google Keyword Planner for Keyword Research?

Keyword Planner is a tool within Google Ads that allows you to research and plan keywords for your campaigns. Here’s a step-by-step guide on how to use Keyword Planner for keyword research:

1. Sign in to your Google Ads account and navigate to the “Tools & Settings” menu.
2. Click on “Keyword Planner” under the “Planning” section.
3. Choose the “Discover new keywords” option and enter a seed keyword or website URL related to your business.
4. Review the list of keyword ideas and select the ones that are most relevant to your business.
5. Use the filters to narrow down your list based on search volume, competition, and other metrics.
6. Click on a keyword to view more details, including search volume trends, competition levels, and suggested bids.
7. Add your selected keywords to a new or existing ad group or campaign.
8. Use the “Get search volume and forecasts” feature to get more detailed information on your selected keywords, including estimated clicks, impressions, and costs.
9. Refine your keyword list and continue to add new keywords as needed to optimize your campaigns.

When using Keyword Planner for keyword research, it’s important to focus on selecting keywords that are relevant to your business and have high search volume and low competition. By selecting the right keywords, you can target the most valuable and relevant audience for your campaigns and achieve your advertising goals.

Keywords match types

Keyword research is the process of identifying and selecting the most relevant and valuable keywords for your advertising campaigns. By conducting keyword research, you can understand what terms people are searching for and target those terms with your ads.

There are different types of keywords that you can target, including:

1. Broad match: This is the default match type in Google Ads, and it allows your ad to appear when a user’s search query contains any word in your keyword phrase, in any order. For example, if your keyword is “shoes online,” your ad could appear for searches like “buy shoes online,” “online shoe store,” or “shoes for sale online.”
2. Phrase match: This match type allows your ad to appear when a user’s search query includes your keyword phrase in the exact order you specify, along with any additional words before or after the phrase. For example, if your keyword is “shoes online,” your ad could appear for searches like “buy shoes online,” “cheap shoes online,” or “shoes online for women.”
3. Exact match: This match type allows your ad to appear when a user’s search query exactly matches your keyword phrase, without any additional words before or after the phrase. For example, if your keyword is “shoes online,” your ad would only appear for searches like “shoes online” or “buy shoes online.”
4. Negative match: This match type allows you to exclude certain keywords from triggering your ads. For example, if you sell only women’s shoes, you could add “men’s shoes” as a negative keyword to prevent your ads from appearing for irrelevant searches.

When selecting keywords, it’s important to choose keywords that are relevant to your business and have high search volume and low competition. You can use keyword research tools like Google Ads Keyword Planner or third-party tools to identify relevant keywords and evaluate their potential performance.

By understanding the different match types and selecting the right keywords for your campaigns, you can optimize your ads and target the most relevant and valuable audience for your business.