Beginner’s Guide to Getting Started with Google Ads

Google Ads is Google’s advertising platform, where businesses create and manage ads to appear on Google’s search engine and across its advertising network. It’s a powerful tool for reaching potential customers searching for business-related products or services. Google Ads provides businesses with a measurable and controlled way to build brand awareness and acquire customers. It offers detailed analytics and targeting options to optimize campaigns effectively.

1. Build a Website: Ensure a business has a functional website to drive traffic from ads. Websites serve as the destination for users who click on ads.
2. Set Up Analytics: Install Google Analytics 4 (GA4) to effectively track user behavior, conversions, and campaign performance. This step is important for measuring the success of Google Ads campaigns.
3. Create a Google Ads Account: Setting up a Google Ads account is free. Add billing information even if there is no plan to run ads immediately.
4. Add The First Campaign:
   • • Start with search campaigns targeting key phrases relevant to business objectives and audience.
     • Write ads highlighting the unique selling propositions (USPs) and align them with chosen keywords.
     • Utilize ad extensions like site links and callouts to provide additional information and improve ad visibility.
5. Verify The Business: Google Ads requires verification to ensure the legitimacy of businesses. Upload the necessary documents to complete this process.
6. Create Conversion Events: Define and set up conversion tracking to measure business-relevant actions, such as form submissions or purchases. Create the conversion events in GA4 and connect those conversions in Google Ads by associating the properties.

• Search Ads: Ideal for reaching users actively searching for products or services related to specific offerings. Target users with relevant keywords and write text ads that address their search intent.
• Display Ads: Great for brand awareness and reaching a broader audience. Target users based on demographics, interests, and browsing habits on websites within the Google Display Network. Use eye-catching images or video ads to grab attention.
• Performance Max: This automated campaign type simplifies targeting by letting Google optimize ad placements across Search, Display, YouTube, Gmail, and Discover. Ideal for maximizing reach and conversions while letting Google handle the specifics.
• Shopping Ads: Perfect for showcasing products directly on Google Shopping. To entice shoppers, include high-quality product images, detailed descriptions, and competitive prices.
• Video Ads: Reach viewers on YouTube with engaging video ads. Depending on goals (brand awareness vs. driving conversions), choose from formats like skippable in-stream ads, non-skippable bumpers, or in-feed video ads.
• App Campaigns: Promote app installs, engagement, or pre-registration (for upcoming apps) with targeted app campaigns.
• Local Services Ads: This separate platform helps local businesses connect with potential customers searching for nearby services.
• Smart Campaigns: A good option for beginners, these automated campaigns combine Search and Display targeting for a simpler setup.

By understanding each campaign type’s strengths and target audience, businesses can create a Google Ads strategy that aligns with their specific advertising goals.

Setting a budget aligned with business goals and financial capacity is the first step in Google Ads’ success. Next, choose a bidding strategy like manual CPC (Cost Per Click) for control or an automated option like Target CPA to optimize for conversions within budget. This strategic approach ensures ads reach the right audience, maximize clicks or conversions, and deliver a strong return on investment (ROI).

Need help managing your Google Ad Campaigns? WiT Group is here to help. Check out our free business audit to learn more about our pay-for-performance model and how we can help you get started today!