An Introduction To Google Ads

An Introduction To Google Ads

Do you have a product that you want to market to your customers?

It could be a “product” or it could be your services with which you want to fulfill your customer needs. If you have something to offer to your audience, you may want to use the magic of Digital Marketing!

Yes, with Digital Marketing, you can achieve amazing results.

So let me start with the basics –

First and foremost is a website that you need because without that your customers can not reach you “digitally”.

Once you have placed your content online then you need to market it using various Digital Marketing tools & techniques like SEO, Paid ads (SEM), Social media marketing and Automated email generation.

Today we will focus on promotions using Google ads. Google ads is a type of paid ads.

What are Google Ads?

Google ads is an inbound promotion method in which customers are already looking for your products on Google. They search a keyword on google search bar like “order cake online” and receive a list of results from Google (called “Hits”).

If you are a home baker or run a bakery shop and you are running google ads, then your ad may be shown as one of the results for the customers search term. However, your ads visibility depends on a lot of factors (decided by Google) like amount of competition in your niche and the “Quality Score” of your ad.

When customers enter a search term in the Google search bar, Google runs an auction in which whoever is bidding on that search term or keyword will get a chance to be shown to customers. Weather an ad will be shown to customers or not depends upon the Quality score and the competition on that keyword.

What is Quality Score in Google ads?

Quality Score is a metric that is calculated based on the performance of 3 components (explained below) to figure out how well your ad copy is as compared to other advertisers bidding in the same auction. It is measured on the scale of 1-10. A higher quality score means your ad and landing page is more relevant to what customers are searching (customers keyword).

Quality Score is calculated based on the combined performance of these 3 components:

  1. Expected Clickthrough Rate (CTR): The likelihood that your ad will be clicked by customer when shown.
  2. Ad Relevance: How closely your ad matches the intent behind the customer’s search.
  3. Landing Page Experience: How relevant your landing page is to the people who clicked your ad.

As a best practice, this lineage (shown below) is required to get a high-quality score.

Keywords in Customers Search Term -> Keywords in your ad copy -> Keywords on your landing page -> Call to Action for Customers

Keywords should flow seamlessly through these components.

More your landing page and ad copy matches with the customers search term, more will be your quality score and more will be the chances of your ad to be shown on Google.

How do you create a Google ads campaign?

Set up Campaign -> Set Up Ad Group -> Create Ads

So, you create a campaign then ad group then ad copies and that’s it!

Campaign Creation


  1. Create an account at
  2. Create a new campaign by clicking on the small + sign.
  3. Select the Goal which fits your requirements. Mostly, it is Sales, Website Traffic OR Lead Generation
  4. Select a Campaign type.  The most popular campaign types are –

Search Campaigns – These are text campaigns where your ad copies are text based or call based. Search campaigns are the most popular type of campaigns. These are the ones which you see when you hit a search term on the Google search bar.

Display Campaigns – These are image-based ads. Display ads are the visually striking ads across the web like online, in-app, in-store etc.

Shopping Campaigns – You can drive online & in store sales with shopping ads which are shown near the search results of Google search, Google search partner sites, Google display networks and more

Video Campaigns – You can drive more sales by creating engaging video ads which encourages people to buy your products or services.

Out of these Search ads are the most used ones.

  1. Enter your website through which you want to achieve your goals
  1. Give a Campaign Name and select the “Search Networks” and “Display Networks” both
  1. Select target locations and language.
  1. Enter the average budget you want to spend each day. Once the budget is exhausted your ads will automatically stop.

Select a bidding strategy. Generally, bidding on conversions is most convenient. Or you can also go for manual bidding if you want to have full control on your bids.

Tip: “Uncheck” the enhanced cpc option as it tries to optimize your bidding so much so that the budget is exhausted completely in the process.

  1. Hit Save & Continue. You can add the sitelink and other extensions later.

Ad Groups creation

  1. Give a name to the ad group and add a default bid. This bid is the max amount that you are ready to pay to Google in the bidding auction.

Always start with low bid then increase it later based on the data you receive from Google.

  1. Next, add the keywords based on your keywords research. You can do keyword research using tools like Google keyword planner, SEMRush or Ahref. You can also use “Related Searches” suggested by google.
  2. Save and Continue

Ad Copy Creation

  1. You can create either responsive ads or direct ads. It’s always a good idea to first create 3-4 copies of text ads and let it run for couple of days. Once Google have enough information then you can go ahead and create Responsive text ads. This way Google can suggest you headlines and keywords etc. 
  1. Fill in the details in your text ad copy. Google does not allow any exclamations or capital letters in the ad copies so make sure t o avoid them. Try to highlight your offer in the first line and then have other details. Always have call to action at the end like Shop Now, Learn More etc.

Final url – It is the landing page url where you want your customers to land.

Display path – it is the url that will be displayed to the customers. It could be in simpler words.

  1. Click Done.

Tip: Instead of creating all ads from scratch, you can create one ad copy – save it. And then just copy and edit all the other copies from the same.

That’s it your ad copies are ready to run!!

It takes some time for Google to review the ad copies before it actually shows your ads to the customers. Usually, it is less than 24 hours.

What are extensions?

Extensions in Google ads are additional pieces of information that help you to add more information to your copy and make it more engaging for your customers. They help in increasing the click through rate.

There are mainly 3 types of extension –

  • Sitelink extensions
  • Callout extensions
  • Structured Snippets

Sitelink Extensions – These extensions are helpful in taking customers to a specific landing page. You might have multiple offers running on your site. You can make use of Sitelink extensions to make people land directly on those offer pages.

Callout Extensions – With callout extensions, you can promote unique offers to shoppers, like free shipping or 24-hour customer service. When customers see your ads, they get detailed information about your business, products, and services. You can also include your phone number for faster response to the customers.

Structured Snippets – These extensions highlight specific aspects of your products and services. Structured snippets show beneath your text ad in the form of a header (e.g., ‘Destinations’) and list of values (e.g., ‘Hawaii, Costa Rica, South Africa’).

Once you create your AdWords campaign, keep monitoring it for few days and optimize it as per the data given by google in your ad campaign as well as in Google analytics.

Tip 1: After running Google ad for few days, you will start getting search terms reports in your campaign. This report will show you what exactly customers are searching for Google and which of your keyword was picked and served for their search. You can optimize the keywords and ad copies accordingly as per the report.

Tip 2:  There might be keywords for which you don’t want to show your ad. You can add those keywords in the “negative” keywords list.

You can set the negative keywords list at campaign level or at the account level.

Tip 3: You can adjust the bidding based on the devices used by customers. If you think, your product is mostly ordered by mobile phones than you can increase the bidding by x% for mobile devices.

Tip 4: You can include (target) or exclude locations using the locations settings.

This is a good start to create your first ad copy. You can add more settings and information’s to your Google ad campaigns as you progress further. Do mention in the comments box below, what else you want to know in Google ads. I will cover it in my next article.

If you want more help with Google ads, please feel free  to reach out to us by filling this quick enquiry form.

Stay safe, stay healthy!

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