A Step-by-Step Guide To Google Ads 2024

Google Ads has a range of key terms necessary for acquiring in-depth knowledge and utilizing the platform. In this guide to Google Ads, we will examine the effective terms you should know about Google Ads in 2024.

1. Ad Extensions

Ad Extensions provides you to add extra details to your ad for free. The extensions fall into five varieties such as Sitelink, Call, Location, Offer, and App.

2. AdRank

Your AdRank decides where your ad appears. A higher AdRank means better placement, more views, and a higher chance of clicks. It is computed by taking the product of your Quality Score and your maximum bid. Google Ads uses a bidding system where you set the maximum amount you are willing to pay for a click on your ad. The higher your bid, the better your ad’s placement. There are mainly three bidding options:

3. Campaign

If you want to start a paid campaign on Google Ads, you should choose campaign types. There are a total of seven campaign types such as,

4. Click-Through Rate (CTR)

Your CTR (click-through rate) is the number of clicks your ad receives compared to how many times it is shown. A higher CTR means your ad is a good match for what people are searching for and the keywords you are targeting.

5. Display Network

Google ads can appear on search result pages or websites within Google’s Display Network (GDN). The GDN consists of websites that allocate space for Google Ads. This can be text or image-based. These ads are shown alongside content related to your target keywords. The main Display Ad options include Google Shopping and app campaigns.

6. Quality Score (QS)

Your Quality Score assesses your ad’s quality based on factors like how often it is clicked (CTR) and how relevant your keywords are, as well as the quality of your landing page and your past performance in search results. It is a key factor in determining your AdRank.

7. Conversion Rate (CVR)

CVR (conversion rate) measures the percentage of visitors who complete a form on your landing page. Simply put, a high CVR shows that your landing page delivers a smooth experience that fulfills the promise made in your ad.

8. Impressions

When your ad shows up on the SERP, it gets an impression, like “eyeballs” on the ad. Impressions are half of the CTR equation. You can use this data to see how many people click on your ad. However, do not expect a 100% CTR because not everyone clicks, and some might choose other results or ads.

9. PPC

In pay-per-click (PPC) advertising, you pay a cost each time a user clicks on your link. While it is not unique to Google Ads, it is the most popular paid campaign method. Understanding PPC is important before starting your first Google Ads campaign. For making Google Ads campaign effective you can hire PPC services from Glorywebs within your budget.

10. Keywords

When people search on Google, they see results related to what they are looking for. Keywords are the words or phrases in those searches that your ad targets. For example, If someone searches for the best vegan restaurants, they will see ads from advertisers who target keywords like ‘vegan restaurants’ and ‘plant-based dining.’ Negative keywords are the ones you don’t want to show up for. Google won’t include you in bids for these keywords. They relate to your target keywords but not what you offer or want to rank for.

Google Ads involves mainly three key players in the Google Ads process such as the searcher, the advertiser and the Google Ads platform. They all together ensure that businesses can profit and customers get products or services that suit them.

Let’s delve into the process of Google Ads work.

1. Bidding on Keywords in Google Ads

Advertisers choose keywords to show their ads on Google. Bids for keywords fluctuate widely, from a few dollars to hundreds. They also set a daily budget for each keyword bid. With Google Ads, you can customize ads to fit your budget with the option to pause or stop spending anytime.

2. Understanding Customer Search Behavior on Google

Further, the potential customer looks up a keyword that an advertiser has bid on. On the search engine results page (SERP), they will discover ads for services or products that match their search. The arrangement of ads they view mostly depends on ad rank.

3. How Google Displays Ads Based on Ad Rank

As the user searches on Google, the platform quickly calculates ad rank. This process ranks advertisers from position one to the total available ad spaces on the SERP. It reflects factors such as keyword quality score and bid amounts to determine the order of ads displayed.

4. The Potential Customers Engage Clicks Through SERP Listings

After viewing ads for their search keyword, the customers may click on one they feel fits their search intent. They may proceed to make a purchase and return to the SERP to explore other options or end their search without taking any further action.

There are five main campaign types in Google Ads. You can choose one campaign of these five. Let’s discover the importance of every campaign in this guide to Google Ads.

1. Search Ads Campaigns

Search ads are text ads displayed on Google results pages. For example, searching for “Web development” shows sponsored results. Search advertising has the advantage that Google looks for information first. These ads look similar to other search results, making users more likely to click on them.

1.1 Responsive Search Ads

Responsive search ads allow you to enter up to 15 headlines and four descriptions. Google then mixes and matches these to find the best combinations. Unlike traditional static ads, responsive ads dynamically test and optimize to get the most clicks.

2. Display Ads Campaigns

Google’s Display Network comprises websites in various industries that display Google Ads. Website owners earn money per click or impression, while advertisers can reach audiences that match their target personas. These ads are usually images designed to catch users’ attention. Here, you can see a real display ad example on the Forbes website.

3. Video Ads Campaigns

As we know, YouTube is also a search engine. The right keywords can place your ad before a video, catching the user’s attention. For example, a video ad might appear in the middle of a tutorial on how to cook rice.

4. App Ad Campaigns

Google App Campaigns promote your product on applications on the Google Display Network, YouTube, Google Play, and Google Search. You can run ads to encourage app installs or specific actions within the app. Unlike other ads, you don’t design the campaign. Instead, you provide Google with your app’s information, target audience, and bid. Google then handles the rest to show your app to the right people.

5. Shopping Ad Campaigns

Google Shopping Ad Campaigns are another type of Google Ad. These ads appear on SERPs and show detailed product information, like price and images. You create them through Google Merchant Center by inputting specific product details. Instead of promoting your entire brand, Shopping Ads focus on specific products or product lines. For example, when you search for ‘Women Watch,’ you will see ads for different brands at the top and sides of the page. The top ads are Google Search ads, while the side ads are Shopping ads optimized for ‘Women Watch.’

Now that you know how to set up a Google Ad campaign. Here is a guide to Google Ads article that provides you with some quick tips to help you create successful ones. We have discussed these in detail but it is important to use this as a handy checklist and refer to it often.

1. Set a Clear Goal

Before creating your ad, you need to define your objectives. Avoid creating an ad first and then adjusting it to fit your goals. Sit down with your marketing team to develop an advertising plan and establish achievable goals for your Google Ads campaigns.

2. Develop a Relevant Landing Page

When adding your URL to your ad you should make sure it leads to a relevant landing page. A compelling ad could be wasted if the landing page is not up to par. So, optimize your landing pages to turn curious visitors into paying customers.

3. Use The Focus Keywords

Keywords are very important, so select the best ones for your ad. Long-tail keywords are particularly effective because they are specific and target a particular business. For instance, if you run a fashion store using a specific keyword like ‘Fashion Store in California,’ it is more likely to attract the right audience in your area than a generic term like ‘Fashion Store.’

4. Make The Process Automatic

Maximize conversions by optimizing your bidding process. Tools like Smart Bidding adjust bids based on the likelihood of success, ensuring you spend money when there’s a higher chance of success.

5. Use Ad Extensions

Extensions enhance your ad performance by allowing you to highlight your locations, services, goods, or promotions. For instance, you can include a phone number in your ad for immediate inquiries about your services.

6. Use negative keywords

you can add negative keywords In Google Ads to specify what your product or service is not, preventing your ad from appearing in irrelevant search results. For example, if you only offer services for interior painting and not exterior painting, you can exclude terms like “exterior painting” from triggering your ad.

7. Track and enhance your strategy

By linking your advertisements to Google Analytics, you can track important data like page popularity and top-performing keywords. Analyzing these metrics will help you enhance your ads’ quality, increase conversions, and boost revenue over time.

Clicking on your ad is just the beginning; maximize the conversion rate of your landing page and offer clear next steps on a Thank You page. For qualified leads and customers, explore additional resources:

This step-by-step guide to Google Ads provides valuable information. Google Ads offer a powerful platform for organizations to reach their target audience and drive conversions. By understanding key terms, campaign types, and best practices, advertisers can optimize their strategies for success. With careful planning and continuous refinement, one helpful tool for growth and profitability is Google Ads.