Beginner’s guide on Google Adwords (Called as Google Ads now)


Introduction to Google Ads ( Called as Google ads now )

What is there inside the beginners guide on Good AdWords ( google ads now )

  1. What are Google Adwords ?
  2. Business Goal
  3. AdWords structure
  4. Ad account
  5. Campaign
  6. Ad group
  7. Ad Keywords
  8. Negative Keywords
  9. Bidding Strategy
  1. Tools 
  2. Report

Types of Ads


What are Google AdWords?

Today, we have online ads that have far more reach than the traditional TV Ads that’s the reason people require beginners guide on google adwords ( google ads now) to convert from traditional ads to online ads. This is because of the boom of internet usage – China ranks number one, while India is a close second when it comes to number of internet users. With internet connection no getting cheaper compared to what it was a decade ago, we have more and more people who are online – which means more potential customers businesses can reach.

Google AdWords is an online advertising service, provided  by Google. It is estimated that around 93% of people use the Google search Engine worldwide.

For businesses, it is necessary to understand what is it that they wish to achieve. 

Once this is done, it becomes easier to choose the suitable campaign and bidding strategy which needs to be implemented.

Different types of Campaigns on Google

There are 5 types of campaigns available on Google, which can be implemented based on the business requirements:

  • Google search ads
  • Google display ads
  • Google shopping ads
  • Google video ads 
  • Universal app campaign (UAC)

The below infographic shows the trend for different Ad campaigns as compared to each other:

Beginners guide on Google Ads ( Called as Google ads now )



To understand how the entire process of setting up a Google Ad, let’s break it down to different aspects:

Business Goal

Do you want potential customers to know your business? Or do you want your existing customers to purchase more? Understanding the stage in which your business is currently in gives you an idea about what exactly you want your Google Ad to achieve.

Here is the list of campaign goals currently available in Google Ads:

  1. Brand awareness
  2. Improve sales
  3. Increase audience engagement 
  4. Promoting new product/features
  5. Increasing leads
  6. Improving KPI (key performance indicator) etc.
  7. Affinity audience

Google AdWords Structure

Google AdWords Structure

Creating an Ad account

Creating an Ad account

Let’s start with creating an ad account

Ad accounts can be created by clicking on the link . Next would be to click on Start now, then entering gmail ID/business ID along with password.



Beginners guide on Google Adwords ( Called as Google ads now )

                                                                                                                                             Campaigns are used to organize categories of products or services that you offer, tied to the goal of the campaign. For example, if you want to target existing customers for maximizing purchases, along with getting new potential buyers, you would need to run two different campaigns with different goals.

 Your AdWords account can have one or many ad campaigns running. Campaign subtype 

1) Standard set up quickly, 2) All features – specific time, location, device etc

Ad group

An ad group contains set of related products, Keyword, Product category , campaigns etc., 

Lets say, there are 10,000 (including active and paused campaigns) per account, 20,000 ad groups per campaign, where a maximum of 50 text ads per Ad group can be created.

Ad Keywords

Set of  related words that are matching  ads and with search terms. Question that come to mind would be, 

“Is there any tool which could help in finding out most preferred keywords for that topic?” 

Yes, tools like are used to choose related keywords.

Negative keywords

 “What is negative keywords and when should we use it?”

Lets learn it, with an example: 

Suppose you are selling watches for ladies. Then, your ads should not show up when keywords like ‘watches for men’ and ‘watches for kids’ are typed in Google search. 

In such cases, a ‘–‘ is used in front of keywords like ‘- watches for men’,  ‘- watches for kids’. Thus, ads would not be shown when anyone searches for watches for men, or watches for kids.


Bidding strategy

When it comes to paid ads, the first question that pops into our minds is – ‘How is cost/payment determined?’

A bidding system is the set of agreements and understandings assigned to calls and sequences of calls used by a partnership.

In the earlier days ads were displayed based on the maximum amount bid by the businesses, competing with other related keywords. 

Beginners guide on Google Adwords ( Called as Google ads now )  what is Auction in google ads?

Nowadays, ad auction is calculated with Max Bid, Quality score, Format impact and AD rank. Selecting one among the following based on business goal CPC, CPA, CPM, CPV, and CPI.

FAQs about CPC, CPM, CPA, CPV, and CPI

When do we need to use CPC?

CPC (cost per click)= cost/clicks  

Increase web traffic, brand awareness, Product awareness 

CPA (cost per acquisition) = cost/conversion

When do we need to use CPA?

Getting customers, closing online sales, filling up form, registering for a webinar etc.,. It helps us determine the cost per acquisition of a customer.

What is CPM?

CPM(cost per 1000impression) = (Cost of 1 Unit of a Media Program) / (Size of Media Program’s Audience) x 1,000. It is the cost of 1000 impression in media ads

What is CPV?

CPV is the cost per view of a video ad.

When do we need to use CPI?

It is based on mobile app installation. This ad should increase the number of mobile app installations. Cost per Install = cost/mobile app installation

What is Max Bid?

Max bid is the highest price paid by ad words account investor to get inventory (space) as an asset in a website.

Quality Score

A Quality Score tells us how well the Ad Account is optimized. It depends on the ads, keywords, landing page, and overall user experience after an ad is clicked.

You can know more about Quality Score here:

High quality ads cost less to businesses, and get the most results.

Format Impact

The different format ads are displayed as follows:

Types: text, video, image, app, content etc is most important.

AD Rank

“What rank my ads would get? “Will it be displayed?” are some frequent questions we get. The answers to these questions are better answered when we know about Ad Ranks.

in AdWords are calculated based on Max Bid and  Quality Score. The position in which ads are listed based on ad rank. A very low ad rank of an ad indicates that the ad is not being displayed at all. Your Ad Rank is a score that’s based on your bid, auction-time measurements of expected CTR, CTA, ad relevance, landing page experience, and the expected impact of extensions and other ad formats. To improve your ads’ positions, improve the quality score. Greater the quality score lesser the bid, max chance to display at the top.

A/B Testing

“ How to find out which keyword or heading etc., will give us more results?“

This can be found out using A/B testing for a small period of time.

Improve your click rate with A/B testing. Comparing two sets of data and figuring out which set of data gives the more profitable result. In ad words, we can compare 2 text ads and find which keywords are more suitable to achieve business goals. 

Understand A/B testing with an example 

Ad A: Buy watches online   

Ad B: Purchase watches online 

Both the ads are running for a week. This A/B test would tell which one has given more results with minimal expenses.



What are the tools related to ad words provided by Google ad words?

Beginners guide on Google Adwords ( Called as Google ads now )

The below picture gives you an idea about the different tools that can be used to better understand your ads performance


Beginners guide on Google Adwords ( Called as Google ads now )

Different businesses have different SOPs and Goals. For some, getting the lowest CPC could be the ultimate aim, while for some, clicks may not matter as much as conversions do. You can monitor your Ads performance based on the pre-existing reports, or select your own parameters for the report.



Search Ads

It is an ad type where we place our ads on the result page of Google search result. Ads are shown based on search query, relevant to search ads in order to reach the maximum audience.

Beginners guide on Google Adwords ( Called as Google ads now )

Ad Extensions

Beginners guide on Google Adwords ( Called as Google ads now ) Ad extension

Giving Ad extensions helps to give your customers a better idea of what to expect, or how to get in touch with you with Call-to-Action buttons like Call Now, Learn More, etc.Ad extension is the additional information posted along with search ads in the form of extension. Most of them would get the question “Can we directly make customers navigate to a particular page, call directly etc., from ads?”  

 If you want audiences to directly view one portion of website site link extension is used. In case, you want the audience to directly call you and either enquire details or close a sale call extension is used. If the goal is to locate your place directly in the search result, map and address are provided as an extension. when  directly clicking on required extension time saves as well conversion rate increases. 

Expanded text ads

Beginners guide on Google Adwords ( Called as Google ads now ) Expanded text ads

Expanded text ads now feature two headlines at 30 characters each and one 80-character description line that will help advertisers reach a broader audience on mobile and create more room to promote your brand. Expanded text ads have removed the display URL and now use the domain URL from your final URL and give you the option to add keywords in two new optional “path” fields. 

Dynamic Ads

Dynamic ads – creative ads personalizing the content based on the environment, user, and another factor. The request is sent to the server and ads are created in real time.

Display Ads

Beginners guide on Google Adwords ( Called as Google ads now )

Display ads appear on Google partnered sights, where users click on it to navigate to the website showing ads. Ads are displayed related to the content of the website is called Native ads.

 When you visit a website, you may see a banner ad at the top of the page or smaller ads next to the main content. These are Display ads.

It is displayed in many ad formats like text, images, videos etc. Display ads are shown in Google patterned sights, Blogs, Email, Apps and YouTube.

Shopping Ads

In order to advertise in Google shopping campaigns, the first step is to add product feeds in the merchant center. Next step would be, after creating an account in the merchant center, inventory is entered in the form of data. When a user searches to purchase or to gain knowledge about product corresponding shopping ads are displayed. 

Beginners guide on Google Adwords ( Called as Google ads now ) Shopping ads

Video Ads

Video ads are ads that appear in Video format in partner websites and Google Search Network. They are effective business through a well edited and conceptualized video, instead of just plain text or images.

Know more about video Ads by clicking on the link below:


TrueView video ads give YouTube viewers the ability to choose which video ads they want to watch and when – which means the businesses won’t pay for unwanted views.

Know more about Trueview ads by clicking on the link below:

Universal App

Beginners guide on Google Adwords ( Called as Google ads now ) Ads for Apps

Google adwords help in advertising apps across google search, google play store and Youtube. These ads are good for new businesses who want potential customers to install their app.

Remarketing & Retargeting

Beginners guide on Google Adwords ( Called as Google ads now )

In case a customer leaves your website without purchasing or adding a product in the shopping cart, can you retarget them? You certainly can!

Many times, we see that the products we have browsed on one website are appearing as ads on another website. This is done through Remarketing and retargeting, with the help of cookies provided by the website. The advantage of using remarketing and retargeting is that the chances of purchases by a potential customer, who has shown interest in the product/services, increases. If remarketing is personalized with some offers like free shipping or discount for the product, the customers will be more likely to consider making a purchase. 


Measuring AdWords Performance

Beginners guide on Google Adwords ( Called as Google ads now ) Analytics to monitor

Finally, we need to know how well our ads have been performing in a specific time duration. For this, you would need to link Google Adwords with Google Analytics.

Google Analytics provides a holistic view of all the campaigns – even Facebook, Emails or other sources. This requires entering a code on your website and linking it to your Google Analytics account, so that you can get a better view of all the sources from where your customers are coming from, and understand their purchase behavior.


Monisha. P

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