Google Ads Fundamentals

Google Ads Fundamentals: Getting Started with Pay-Per-Click Advertising

In digital marketing, Google Ads is a powerful tool for businesses of all sizes. Whether you’re a small business owner looking to attract local customers or a large corporation aiming to boost online sales, pay-per-click (PPC) advertising with Google Ads can help you achieve your goals.

This guide will walk you through the fundamentals of Google Ads, from setting up your first campaign to optimising your ads for maximum performance. Let’s dive into the essentials of getting started with Google Ads!

Understanding Google Ads

What is Google Ads?

Google Ads is an advertising platform that lets advertisers bid to show short video content, product listings, service offerings, advertisements, service offerings, and product listings within the Google ad network.

Since it is based on a pay-per-click model, you only pay when someone clicks on your ad online.

How Does PPC Work?

In PPC advertising, advertisers bid on certain keywords relevant to their business.

When users look for these keywords, ads may appear at the top or bottom of the search results page.

Each time a user clicks on an ad, the advertiser pays a small fee to Google.

Setting Up Your Google Ads Account

Create a Google Ads Account

To get started, you’ll need a Google account. Visit the Google Ads homepage and sign in with your Google account. Follow the prompts to set up your Google Ads account.

Define Your Advertising Goals

Before creating your first campaign, determine your advertising goals. Do you want to increase sales, generate leads, improve website traffic or boost brand awareness? Clear goals will guide your campaign setup and optimisation.

Choose Your Campaign Type

Google Ads offers several campaign types: Search, Display, Shopping, Video, and App. For beginners, a search campaign is often the best starting point, as it targets users who are actively searching for products or services like yours.

Keyword Research and Selection

Keyword Research

Keyword research is crucial for a successful PPC campaign. Use Google’s Keyword Planner to find relevant keywords that potential customers will likely use. Look for keywords with high search volume and low competition to maximise your ad’s reach.

Target Keywords

Choose a mix of broad, exact, and phrase-match keywords.

Broad-match keywords will reach a wider audience, while exact and phrase-match keywords will target more specific searches, helping to attract highly relevant traffic.

Negative Keywords

Identify negative keywords for which you do not want your ads to appear.

This prevents your ads from showing to irrelevant audiences, saving money and improving campaign efficiency.

Writing Effective Ad Copy

Craft Compelling Headlines

Your ad headline is the first thing users see, so make it compelling. Use your target keywords and focus on the user’s intent. Highlight what makes your offer unique and include a clear call to action.

Optimise Ad Descriptions

In the ad description, provide more details about your offer. Address potential customer pain points and explain how your product or service solves their problems. Keep it concise and to the point.

Utilise Ad Extensions

Ad extensions provide additional information and can improve your ad’s visibility. Use site links, calls, and location extensions to give users more reasons to click on your ad.

Setting Your Budget and Bids

Decide how much you’re willing to spend on your Google Ads campaign. Start with a daily budget that you’re comfortable with and adjust as you see how your ads perform.

Google Ads offers various bidding strategies, including manual CPC (cost-per-click), automated bidding, and enhanced CPC. For beginners, starting with manual CPC allows you to control how much you pay for each click.

Regularly monitor your bids and adjust them based on performance. Increase bids for high-performing keywords and decrease them for underperforming ones to optimise your budget.

Tracking and Optimisation

Set Up Conversion Tracking

Conversion tracking helps you measure the effectiveness of your ads. Set up conversion tracking in Google Ads to see how many clicks lead to desired actions, such as purchases or sign-ups.

Analyse Performance Data

Use Google Ads reports to analyse your campaign performance. Look at metrics and identify trends and areas for improvement.

Optimise Your Campaigns

Based on your performance data, make informed adjustments to your campaigns. Test different ad copies, adjust keywords, refine targeting, and experiment with bidding strategies to improve results.

Best Practices for Google Ads Success

Focus on Quality

Google assigns a Quality Score to each keyword based on the relevance and quality of your ads and landing pages.

Higher Quality Scores lead to better ad placements and lower costs. 

Test and Iterate

Continuously test different elements of your ads, such as headlines, descriptions, and extensions.

Use A/B testing to compare variations and determine what works best.

Stay Updated

Google Ads is constantly evolving, with new features and updates.

Stay informed about the latest changes and best practices to keep your campaigns effective and competitive.

Getting started with Google Ads can seem stressful, but with the right strategies and tools, you can create effective PPC campaigns that drive traffic, generate leads, and increase sales. By understanding the fundamentals of Google Ads, conducting thorough keyword research, crafting compelling ad copy, and continuously monitoring and optimising your campaigns, you’ll be well on your way to achieving your advertising goals.


The budget for your first campaign depends on your advertising goals and the competitiveness of your industry. Start with a modest daily budget that you’re comfortable with, and gradually increase it based on your campaign’s performance.

A good CTR can vary by industry, but a CTR of 2-5% is generally considered average. Aim for higher CTRs by creating relevant, compelling ads and targeting keywords.

Yes, Google Ads can be effective for small businesses with limited budgets. Focus on targeting highly relevant keywords, optimising your ad copy, and setting a budget that aligns with your financial constraints. You can always adjust your spending based on your campaign’s success.

© Fome

For more things digital marketing, have a read through our recent blogs:

Seo And Ppc

How to combine SEO and PPC in your online marketing strategy

If you’re a new business owner and are trying to work out the best ways to market your brand online, you might have come across a few terms you’re not familiar with if this isn’t your area of expertise.

You can usually work out what a term like content marketing or social advertising means, as they’re pretty self-explanatory. But when acronyms come into the mix, things can get a little more confusing. If all the talk of SEO, PPC, CMS and B2B leaves you wanting a G’n’T, don’t panic – we’re going to clear a few of these up for you.

Here, we’re going to focus on how SEO (that’s search engine optimisation) and PPC (pay-per-click) can complement each other perfectly as part of an online marketing strategy. We’ll leave the others for now, but CMS stands for content management system and B2B is business to business – we’re sure you already know what G’n’T is …

What exactly is SEO?

Giving thought to SEO is essential if you want your marketing strategy to generate long-term results. It’s all about optimising the content – whether it’s written, visual or in video form – on your website to improve its chances of ranking more highly in Google results.

This could consist of making sure that keywords are well placed in content so that Google is more likely to pick it up, or ensuring that all images used are accompanied by an optimised caption so that they appear in search results too.

Understanding PPC

PPC is more about gaining short-term results from your brand’s marketing tactics. PPC is a form of advertising that is basically a way of buying visits to your website. Every time someone clicks on your advert, your company will be required to pay a fee.

However, you will have won visitors to your website, so you need to make sure the page they land on captures their attention and draws them into the next stage of your strategy so you get a good return on investment on your PPC spend.

For example, you might want them to contact you or to click through to buy a product or service – make this clear with your call to action, which is sometimes referred to by another acronym, CTA.

How SEO and PPC can complement each other

You can use SEO to boost your PPC advertising. By making sure that a PPC ad has been well-optimised, you could help to ensure that it is seen by a greater number of people due to it appearing more highly in Google’s rankings.

SEO should also play an important role when you’re creating the landing page that the PPC advert leads to. When users click through the ad, they need to be greeted by a well-optimised page, or they are unlikely to reach the next step of your intended customer journey.

There’s a lot to get your head around when it comes to marketing your brand online, so take the time to understand the different terms involved and you’ll soon be feeling a lot more confident.

Please feel free to get in touch with us for more information and free advice.


SEO vs. Paid Search Marketing

Search engine marketing is a process that involves promoting a website on the search engines with the view of attracting all important traffic to it. A webmaster can generate traffic by using organic search engine optimisation (SEO) or paid search marketing (PPC) methods. Even though both these methods are used for the same purpose, which is to attract traffic to a website, they differ in their characteristics. This article highlights important reasons as to why SEO is more sustainable than paid search marketing.

Search engine optimisation concentrates on listing your website on regular “organic” results on the search engines. When your website is listed on top of the regular results page of a search engine, you will not have to pay anything when a visitor clicks on your website. But, if you use a paid search marketing method such as Pay Per Click (PPC) to advertise your website, you will have to pay for every click of the visitor. Under such circumstances, your website is going to appear in the “sponsored results” section of the search results page of the particular search engine.

Even though paid search marketing is a fast and easy way to list a website on the search engines, the process is quite expensive compared to SEO. This is where SEO comes in handy. It will help you save money as well as attract highly targeted visitors to your website. There are many other important advantages of using SEO to optimise your website on the search engines.

Paid search marketing will definitely provide you with quick results. In fact, you get your first visitor as soon as you set up the campaign and pay your dues. But you will have to keep on paying the search engines if you want to continue with the visitors. You will not get a single visitor as soon as you stop paying them. On the other hand, obtaining top rankings with SEO require that you develop good webpages, and point high quality backlinks at that particular site. Even though it may take much longer to rank a website using search engine optimisation, most websites keep their rankings for a long-term. SEO is much profitable in the long-term compared to paid search marketing. If you have plans for a long-term business, search engine optimisation is surely the way to go.

Paid search marketing brings you visitors because you pay for them. But SEO brings visitors because of the higher quality of your website. Using SEO to optimise your website means more quality work such as optimising the pages, images, content and usability metrics, etc. True, there is more work involved in the process, but your website will improve in the long-term as well as your profits.

Organic SEO forces a webmaster to build high quality backlinks in order to rank his/her website on the search engines. Social media links are considered some of the highest quality links by the search engines. Hence, organic SEO integrates well with social media. Social media offers a positive influence on your SEO marketing campaigns.
In conclusion, paid search marketing is great if you want immediate traffic for a short-term marketing project. But if you are looking for higher rankings that will last through the long-term, and you don’t wish to pay for every single click, SEO is the way to go. It is more sustainable and has a much better return-on-investment compared to paid search marketing.

Copyright © Fast Online Marketing Experts