The Google Ads Guide for Beginners

What are Google Ads?

Google permits us to promote our business by targeting the right audience for our products or services across Google’s platform through ads. These ads appear when buyers are willing to buy our products or take up our services by clicking our ads through search terms.

Google charges a fee to have our products or services shown in search results and on Google-partnered websites. This enables the ads to reach potential customers throughout Google and its network of linked websites.

Types of Google Ad Campaigns

Google Ads services have various campaign types to enable our businesses to reach the target audience in different ways. Some of these include:

• Search Campaigns
• Display Campaigns
• Video Campaigns
• Shopping Campaigns
• App Campaigns
• Local Campaigns
• Smart Campaigns
• Performance Max Campaigns

Search Campaigns

Search Ads appear in Google search results when users search for specific items using search terms. Google places ads of relevant businesses directly on the customer’s path.

• Example: A shoe store ad shows up when someone searches for “buy running shoes.”
• Application: Search results on Google.

Display Campaigns

Display campaigns place ads on websites, apps, or YouTube as images or banners.

• Example: A banner ad for a fitness app appears on a health blog.
• Application: Websites, apps, YouTube.

Video Campaigns

Video Ads are allotted to play before, during, or after YouTube videos.

• Example: A skincare ad plays before a beauty tutorial on YouTube.
• Application: YouTube.

Types of Google video ads

• Skippable in-stream ads
• Non-skippable in-stream ads
• In-feed video ads
• Bumper ads
• Outstream ads
• Masthead ads

Each type of Google video ad is designed to meet specific business goals and objectives.

Shopping Campaigns

Shopping Ads display product images and prices directly in Google search results.

• Example: An ad showing different models of smartphones with prices when searching for “latest smartphones.
• Application: Google search results.

App Campaigns

App Ads promote app downloads across Google Search, Play, YouTube, and other platforms.

• Example: An ad for a game app shows up in the Google Play Store and YouTube.
• Application: Google Search, Play Store, YouTube, apps.

Local Campaigns

Local Ads help drive visits to physical locations by appearing on Google Maps and nearby search results.

• Example: A coffee shop ad appears when someone searches for coffee near me.
• Application: Google Maps, local search results.

Smart Campaigns

Google automatically creates ads based on your business and goals.

• Example: A local bakery uses Smart Campaigns to automate its online ads without much setup.
• Application: Google Search, Maps, Display Network.

Performance Max Campaigns

• Example: A clothing brand uses this campaign to reach users across Search, YouTube, and Gmail with one ad setup.
• Application: Google Search, Display, YouTube, Gmail, Discover.

Each Google Ads campaign has a purpose that consists set of goals, depending on the nature, type, business model, and target demography.

The Different Keyword Match Types in Google Ads

For adverts to be displayed on Google, keywords must match the search terms used by web users. Based on this, they are classified into different keyword match types.

• Exact Match
• Phrase Match
• Broad Match
• Negative Match

Exact Match

For Exact Match, Ads appear when the search term matches your keyword exactly or very closely. If the order mismatches, the ad will not be triggered.

• Example: If you bid exact match keyword as “running shoes,” for your business. Ads will appear for your business to users who search with queries such as “running shoes” or “buy running shoes.”

Phrase Match

Phrase Match adverts are displayed when a user’s search contains your keyword phrase in the exact order, even if additional words are added before or after.

• Example: Given that you chose “running shoes” as a Phrase Match keyword for your ad campaign, your ad will appear for people searching with phrase like “flexible running shoes for women.”

Broad Match

Broad Match lets your business ads appear for customers searching with keywords related to yours. It appears to the customers even if their search terms don’t match exactly.

• Example: Imagine “running shoes” as your keyword. In a broad match, ads will appear for customers searching for “athletic footwear” or “sports shoes” also.

Negative Match

Negative keywords benefit by preventing the ads from appearing for unwanted search terms. This helps avoid irrelevant clicks and reduces costs.

• Example: Set “cheap” as a negative keyword, and your ad won’t show up. You can benefit by preventing your ads from appearing in searches like “cheap running shoes.”

How Does Google Ads Work?

Google enables business owners to bid on keywords relevant to their business. Depending on the bid amount the placement of the ads is determined. If a customer searches for particular keywords, Google displays advertising in search results and on Google affiliated websites.

Key Factors:

• Keyword relevance
• Google Ads auction
• Ad Rank
• Ad Quality
• Landing page experience
• Ad extensions

Keyword Relevance

Your keyword must or should closely match what users are searching for. The better the match, the more likely your ad will reach the right people.

Google Ads Auction

In the auction, you bid to have your business ad appear in a specific position and order, competing with your competitors. Your bid amount, along with the quality of your ad, influences your success in this auction.

Ad Rank

Ad Rank is influenced by factors like your bid, ad quality, auction competition, and user location. Even with a lower bid, a high-quality, relevant ad can still achieve a top position.

Ad Quality

Ad quality measures how relevant and useful your ad is to users. High-quality ads are more likely to earn better positions and cost less per click.

Landing Page Experience

The landing page experience assesses how relevant, useful, and user-friendly your landing page is. A better experience can improve your ad’s performance and ranking.

Ad Extensions

Ad extensions consist of details like links, phone numbers, or location info for your ad. They enhance your ad’s appeal and, when paired with eye-catching ad copy, this can boost your click-through rate.

Why Choose Google Ads? And Best Benefits Of Google Ads

Google Ads is an effective approach to reach out to potential clients for your business. It offers targeted visibility, control over your ad budget, and extensive performance data.

Best Benefits of Google Ads

• Targeted Advertising
• Measurable Results
• Budget Control
• Immediate Visibility
• Flexible Ad Formats
• Customizable Campaigns
• High ROI Potential
• Local Targeting
• 24/7 Ad Presence
• Faster Results than Organic SEO

Choosing Google Ads is a great option for promoting your business. However, running effective campaigns requires more than just reading articles. Practical knowledge is key to mastering Google Ads.

Want to become a Google Ads specialist? Join our online Google Ads course for hands-on training and expert guidance.