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A Beginner’s Guide to Using Google Ads



Using Google Ads might be the best decision you make for your business.

This is not an exaggeration.


People use Google to search 3.5 billion times a day. Each search offers opportunities for you to get your brand in front of more users.


This means increasing leads, conversions, and sales. That’s where Google Ads comes in.

Google Ads allow you to advertise and promote your products and services when users search relevant keywords. When done right, it has the potential to turbo-charge leads and sales.


Let’s take a look at what Google Ads are, how they work, and jump into the exact process you can use to set it up for your business today.

How Google Ads work

Google Ads operates under a pay-per-click (PPC) model. That means marketers target a specific keyword on Google and make bids on the keyword — competing with others also targeting the keyword.


The bids you make are “maximum bids” — or the maximum you’re willing to pay for an ad.

For example, if your maximum bid is $4 and Google determines that your cost per click is $2, then you get that ad placement! If they determine that it’s more than $4, you do not get the ad placement.


Alternatively, you can set a maximum daily budget for your ad. You’ll never spend more than a specific amount for that ad per day, helping you get a better sense of how much you should budget for your digital ad campaign.

Types of Google Ads

Google offers a variety of different campaign types that you can use:

  • Search campaign

  • Display campaign

  • Shopping campaign

  • Video campaign

  • App campaign

Google advertising cost

The average cost-per-click in the United States is typically between $1 and $2.

However, the cost of your specific Google Ad varies on a number of factors. Those factors include the quality of your website and how much you’re bidding.

As such, the cost is going to vary from ad to ad.


To understand how much Google advertising is going to cost your business, you need to first understand the Ad Auction system.


When a user searches a keyword you’re targeting, Google automatically jumps into auction mode and compares your Ad Rank with that of every other marketer targeting that keyword.

If you think a big ad budget with large maximum bid amounts to rank well, think again.


Google’s Ad Auction and Ad Rank system favors websites that help users most with a high Quality Score over lower ones.


So you might see your CPC be much lower than a huge Fortune 500 company with a big ad budget just because your advertisement was of better quality.


Now that you know the cost, the types of ads you can make, and what Google Ads are, let’s take a look at how you can optimize your ads with Google Keyword Planner.

How to advertise on Google

There are multiple ways to advertise on Google.


If this is your first time advertising, you’re going to get a very hand-holdy process that’ll help you easily set up your Google ad. If this isn’t your first rodeo and you already have a Google Ad account, skip this section and move onto the next one.


If not, keep reading! In order to advertise on Google, you must first have a Google account for your brand or business.


If you don’t have one yet, that’s okay! Follow this link for instructions on how to create one.

Once you have your account up and running, you’re ready to advertise on Google.

Step 1: Define a winning goal

First, head to the Google Ads homepage. From there, click on the Start Now button in the middle of the page or the top right hand corner.


If you’re sent to your dashboard, click on + New Campaign.


You’ll then need to choose your campaign goal. Choosing this goal will let Google know the type of audience you’ll want to target, as well as how they’ll get your bid money.