The Ultimate Google Ads Guide - How to Increase your Leads & Sales

Google Ads is a form of online advertising that allows businesses to advertise on Google.com, YouTube and its partner websites.
Businesses can create ads that appear in the search results when someone searches for a keyword that is related to the business, or they can create ads that appear on websites that are part of the Google Display Network.

Google Ads is an essential tool for any business that wants to reach a highly targeted audience or a wide audience at different stages of the buyer funnel. 
But with so many different features and options, it can be tricky to know where to start. That's why we've put together this handy guide, which covers everything you need to know about Google Ads, from the basics of setting up your first campaign to more advanced tips and tricks.

Whether you're a complete beginner or a seasoned pro, we hope you'll find something useful in this guide. So let's get started!

What is Google Ads?

Google Ads is an advertising platform provided by Google that enables businesses and individuals to create and display ads on Google's search engine results pages (SERPs), as well as on other websites that are part of Google's ad network. 

Google Ads allows users to target specific audiences based on their search queries, demographics, interests, and behaviour. Advertisers bid on keywords related to their products or services, and Google uses an auction-based system to determine which ads to display in response to a user's search query. 

The platform offers various types of ads, including text ads, display ads, video ads, and shopping ads. It also provides tools for measuring the performance of ads, such as conversion tracking, which allows advertisers to track the number of conversions (e.g., sales, leads, or sign-ups) generated by their ads.

Google Ads is one of the most popular online advertising platforms due to its wide reach, targeting capabilities, and flexible pricing options.

Set Goals

Before you start advertising, it is important to consider your goals and budget. 
It is important to decide on one primary goal to focus a campaign on 

• Increase brand awareness.
• Boost brand engagement.
• Increase website traffic.
• Generate qualified leads.
• Acquire new customers.
• Increase customer value.
• Increase sales revenue.
  

Google Ad Targeting

One of the most important aspects of any Google Ads campaign is targeting. Targeting allows you to specify who you want to see your ads.
There are a number of different targeting options available, including:

Location:
You can target people based on their current location or where they're searching. For example, you could target people in a specific city or country.

Device:
You can target people based on the type of device they're using. For example, you could target people who are using a mobile phone or tablet.

Demographics:
You can target people based on their age, gender, or parental status. For example, you could target women aged 18-24 who have children.

Interests:
You can target people based on their interests. For example, you could target people who are interested in sports or travel.

To set up targeting for your campaign, click on the "Campaigns" tab and then click on the name of your campaign.
On the following page, scroll down to the "Settings" section and click on the "Edit" link next to the "Targeting" option.
You'll then see a list of all of the different targeting options that are available. To select an option, simply click on the checkbox next to it.
Once you've selected all of the options that you want to use, click on the "Save" button and your changes will be saved.

Ad Copy

Ad copy is the text that appears in your ad. This is what people will see when your ad is triggered, so it's important to make sure that your ad copy is relevant and attention-grabbing.

• click on the "Campaigns" tab and then click on the name of your campaign.
• On the following page, scroll down to the "Ads" section and click on the "Ad Copy" button.
• You'll then be asked to enter the text for your ad. Enter the text for your ad, and then click on the "Save" button.
• And that's it! You now know how to write ad copy for your Google Ads campaign.

Ad Copy Tips

Here are a few tips to help you write effective ad copy:

• Make sure that your ad copy is relevant to the keywords that you're targeting. If people see an ad for a product or service that they're not interested in, they're not going to click on it.
• Use strong call-to-actions in your ad copy: Tell people what you want them to do, such as "buy now" or "learn more."
• Include some sort of offer in your ad copy: This could be a discount, free shipping, or anything else that will entice people to click on your ad.
• Test different versions of your ad copy to see what works best: Try different headlines, descriptions

Ad Types & Formats

There are a number of different ad types and formats that you can use in your Google Ads campaigns. The type of ad that you use will depend on your advertising goals. Some of the most popular ad types and formats include:

Search ads:
Search ads are the most common type of Google Ads. They appear at the top and bottom of the search results page, and they're targeted to people who are searching for specific keywords.

Display ads:
Display ads appear on websites that are part of the Google Display Network. They come in a variety of sizes and can be targeted to people based on their interests.

Video ads:
Video ads appear on YouTube and other video streaming websites. They can be up to 15 minutes long and can be targeted to people based on their interests.

Google Ad Extensions

Ad extensions are a great way to improve the visibility and performance of your ads. There are a number of different ad extension types available, including:

• Location extensions: Location extensions allow you to show your business's address and phone number in your ad.
• Call extensions: Call extensions to allow people to call your business directly from your ad.
• Sitelink extensions: Sitelink extensions allow you to add additional links to your ad, such as links to specific pages on your website.

To set up an ad extension for your campaign, click on the "Campaigns" tab and then click on the name of your campaign.
On the following page, scroll down to the "Ad Extensions" section and click on the "New Extension" button.
You'll then be asked to select the extension type that you want to use. Select the extension type that you want and then follow the instructions on the screen to complete the setup process.

Google Ads keywords

Keywords are the foundation of a Google Ads campaign. They're the words and phrases that people are searching for on Google, and they're what you use to trigger your ads. When choosing keywords for your campaign, you'll need to consider a few different factors, including:

Relevance:
The keywords that you choose should be relevant to your business and the products or services that you offer.

Search volume:
The keywords that you choose should have enough search volume to justify running ads. Otherwise, you'll be wasting money on clicks that won't result in sales or leads.

Competition:
The keywords that you choose should have low competition so that your ads have a better chance of appearing in the search results.

• click on the "Campaigns" tab and then click on the name of your campaign.
• On the following page, scroll down to the "Keywords" section and click on the "Add Keywords" button.
• You'll then be asked to enter the keywords that you want to use. Enter the keywords that you want to use, one per line, and then click on the "Save" button.

Search Terms Report

The Search Terms Report is a valuable tool that can help you to improve your Google Ads campaign. The report shows you the actual terms that people have used to trigger your ads, and it can help you to find new keywords to add to your campaign.

• click on the "Campaigns" tab and then click on the name of your campaign.
• On the following page, scroll down to the "Keywords" section and click on the "Search Terms" button.
• You'll then be taken to the Search Terms Report page. On this page, you'll see a list of all of the terms that have triggered your ads. You can use this information to find new keywords to add to your campaign.
  
  

Negative Keyword Lists

A negative keyword list is a list of keywords that you don't want your ads to show up for. This is important because it allows you to filter out unwanted traffic and save money on clicks that won't result in sales or leads.

• Click on the "Campaigns" tab and then click on the name of your campaign.
• On the following page, scroll down to the "Keywords" section and click on the "Negative Keywords" button.
• You'll then be asked to enter the keywords that you want to add to your list. Enter the keywords that you want to add, one per line, and then click on the "Save" button.

Quality Score

Quality Score is a number that Google gives to each of your keywords. The higher your Quality Score, the better. A high-Quality Score means that your keyword is relevant to your ad and to your website. To improve your Quality Score, you can do a few things:

Google Ad conversion tracking

Conversion tracking is a feature in Google Ads that allows you to track how many sales or leads your ads generate. This is important because it allows you to see which ads are performing well and which ones need to be improved.

• To set up conversion tracking,
• Click on the "Tools" tab and then click on "Conversions."
• On the following page, click on the "+ Conversion" button.
• You'll then be asked to enter some information about the conversion that you want to track. Enter the information about the conversion, and then click on the "Save" button.

Google Ads account settings

There are a few settings in your Google Ads account that you should be aware of. These settings can be found under the "Tools" tab.

The first setting is the "Account Type."
You can choose between a Standard account and a Business account. A Standard account is suitable for most businesses, but a Business account may be better if you're running a large campaign or if you're selling products online.

The second setting is the "Billing Country."
This is the country where you'll be billed for your Google Ads campaigns. Make sure to select the country that you're located in.

The third setting is the "Time Zone."
This is the time zone that your ads will run in. Make sure to select the time zone that you're located in.

And that's it! These are the three most important settings in your Google Ads account. If you have any questions, feel free to contact us.

Campaign settings

There are a few settings that you can adjust for each of your Google Ads campaigns. To access these settings, click on the "Campaigns" tab and then click on the name of your campaign.

The first setting is the "Budget." This is the amount of money that you're willing to spend on your campaign each day. You can set a daily budget or a monthly budget.

The second setting is the "Ad Schedule." This is the schedule that your ads will run on. You can choose to run your ads all day, or you can choose to run them only during certain hours of the day.

The third setting is the "Delivery Method." This is how your ads will be delivered. You can choose to have your ads shown evenly throughout the day, or you can choose to have them shown more frequently during certain times of the day.

Ad Scheduling

Another important aspect of any Google Ads campaign is scheduling. Scheduling allows you to specify when you want your ads to be shown.

There are a number of different scheduling options available, including:

Dayparting: You can target people based on the time of day. For example, you could target people who are searching during lunchtime or in the evening.

Days of the week: You can target people based on the days of the week. For example, you could target people who are searching on weekends.

• Click on the "Campaigns" tab and then click on the name of your campaign.
• On the following page, scroll down to the "Settings" section and click on the "Edit" link next to the "Scheduling" option.
• You'll then see a list of all of the different scheduling options that are available. To select an option, simply click on the checkbox next to it.
• Once you've selected all of the options that you want to use, click on the "Save" button and your changes will be saved.

Ad group settings

An ad group is a collection of ads that share the same keywords and settings. To create an ad group, click on the "Campaigns" tab and then click on the name of your campaign.

On the following page, scroll down to the "Ad Groups" section and click on the "+ Ad Group" button.
You'll then be asked to enter some information about the ad group. Enter the information about the ad group, and then click on the "Save" button.

And that's it! You now know how to create an ad group in your Google Ads campaign.

Google Display Targeting Options

Google offers a variety of targeting options for your display ads. These options can be found under the "Display Network" tab.

• The first option is "Interest Categories." You can target your ads to people who have expressed interest in certain topics.
• The second option is "Placements." You can choose specific websites where you want your ad to be shown.
• The third option is "Topics." You can target your ads to people who are interested in certain topics.
• And that's it! These are the three most important targeting options for your display ads. If you have any questions, feel free to contact us.

What are Google Shopping Campaigns

Google Shopping campaigns are a type of advertising campaign that allows you to promote your products on Google.com. These ads appear in the "Shop on Google" section of the page, and they usually include an image of the product, the price, and a link to the website where the product can be purchased.

To create a Google Shopping campaign, you'll need to set up a Merchant Center account and submit your product feed. Once your account is set up and your product feed is submitted, you can create your campaign in Google Ads.

Google Shopping Campaign Settings

If you're running a Google Shopping campaign, there are a few settings that you should be aware of. To access these settings, click on the "Campaigns" tab and then click on the name of your campaign.

• The first setting is the "Country."
  This is the country to which your products will be shipped. Make sure to select the country that you're located in.
• The second setting is the "Language."
  This is the language that your ads will be shown in. Make sure to select the language that you're located in.
• The third setting is the "Currency."
  This is the currency that your ads will be shown in. Make sure to select the currency that you're located in.

What are Remarketing Lists for Search Ads (RLSA)

Remarketing Lists for Search Ads, or RLSA, is a feature that allows you to target your ads to people who have visited your website before.

To create an RLSA campaign, you'll first need to set up a remarketing list in Google Analytics.
Once you've done that, you can create your campaign in Google Ads and target your ads to the remarketing list.

And that's it! These are the basics of setting up an RLSA campaign.

What is Display Network remarketing?

Display Network remarketing is a type of advertising that allows you to target your ads to people who have visited your website before.

To create a Display Network remarketing campaign, you'll first need to set up a remarketing list in Google Analytics. Once you've done that, you can create your campaign in Google Ads and target your ads to the remarketing list.

And that's it! These are the basics of setting up a Display Network remarketing campaign.

How to Create a Google Ads Campaign?

To create a Google Ads campaign, businesses will need to set up a Google Ads account and then create their ad campaigns. You can target your ads to people in specific countries, languages, and currencies, and they can choose what type of device they want their ad to appear on.

• You'll need to set up a Google Ads account and create your ad. The first thing you need to do is create a Google Ads account. You can do this by going to ads.google.com and clicking on the "Create an account" button.
• Once you've done that, you'll be asked to choose your country and time zone, as well as agree to the terms and conditions. Once you've done that, you'll be taken to the main Google Ads interface.
• The next step is to create your first campaign. To do this, click on the "Campaigns" tab and then click on the " + Campaign" button.
• You'll then need to choose a campaign type. For most businesses, the "Search Network only" option will be the best choice.
• Once you've done that, you'll be asked to choose a campaign name and set your budget. You can also add some settings, but we'll cover those in more detail later.
• The next step is to create your ad groups. An ad group is a collection of ads that share the same keywords and settings.
• To create an ad group, click on the "Ad groups" tab and then click on the " + Ad group" button.
• You'll then need to give your ad group a name and choose a campaign to add it to. After that, you can start creating your ads.
• To do this, click on the "Ads" tab and then click on the " + Ad" button.
• You'll then need to choose a template for your ad. For most businesses, the "Text ad" option will be the best choice.
• Once you've done that, you'll be asked to enter some basic information about your ad, such as the headline, description, and destination URL.
• You can also add some settings, but we'll cover those in more detail later.
• The next step is to create your keywords. Keywords are the words and phrases that people use when they're searching for products or services like yours.
• To create a keyword, click on the "Keywords" tab and then click on the " + Keyword" button.
• You'll then need to enter a word or phrase that you think people might use when they're searching for something related to your business.
• After that, you can choose how much you're willing to pay each time someone clicks on one of your ads. This is known as your "bid."
• Once you've done that, you can click on the "Save" button and your keyword will be added to your ad group.
• The final step is to review your campaign and make sure everything looks good. To do this, click on the "Campaigns" tab and then click on the name of your campaign.
• On the following page, you'll see an overview of your campaign, including how many impressions and clicks it's gotten, as well as your average click-through rate.
• And that's it! You've now created your first Google Ads campaign. In the next section, we'll take a look at some of the different settings and options that you can use to optimise your campaign.
• To create a new ad, click on the "Campaigns" tab and then click on the name of your campaign.
• On the following page, scroll down to the "Ads" section and click on the "New Ad" button.

You'll then be asked to select the ad type that you want to use. Select the ad type that you want and then follow the instructions on the screen to complete the ad creation process.

Summary

In conclusion, Google Ads is an incredibly powerful tool for businesses of all sizes looking to increase their online visibility and drive traffic to their website. With the ability to target specific audiences based on demographics, interests, and behaviours, businesses can reach the right people at the right time and achieve their advertising goals more effectively.

However, using Google Ads effectively requires a deep understanding of the platform's features and capabilities, as well as ongoing optimization and monitoring to ensure that campaigns are performing at their best. It's also important to have a clear strategy in place, including goals, budget, and targeting, to get the most out of your advertising investment.

Overall, Google Ads offers a wealth of opportunities for businesses to connect with customers and achieve their marketing objectives. With the right approach, businesses can leverage this powerful platform to grow their online presence and drive long-term success.