The theory that more advertising will lead to more consumers has been true even on the internet, though the methods of advertising have changed. Google alone receives about 259 billion unique visitors and 4.8 billion interactions so Google ads have become the modern method of advertising. In this article you will get to know a lot about them. 

What exactly is Google ads?

Google Ads is a paid ad platform from Google that falls within the PPC (pay per click) marketing process, in which you (the advertiser) pay per click or per impression (CPM) on an ad that you create. It's a good strategy to get qualified traffic to your company's website when they're looking for products and services similar to yours. With Google Ads, you can obtain more in-store visits as a result of the ad campaign. Many aspects of the ad can be controlled, like the display time of the ad. Google makes sure that your target audience i.e the ones that are actually interested in your product see your ad as they have a lot of data on their users. 

google ads

Why choose google?

Google has the lion’s share of search queries all over the internet. Not only that, the Google Ad platform has been around for two decades making it one of the platforms that have a significant number of features. Advertisers get $8 for every $1 spent on Google Ads campaigns, according to Google. Here are some other statistics why you might want to choose google as your preferred platform for advertising.

  • The CTR(click-through rate) for Google Ads is more than 8%.
  • Every month, 180 million impressions are generated by display adverts on google.
  • Paid ads on Google receive a lot of clicks from targeted users.
  • Customers who watch an ad on YouTube are 43% more likely to buy it.

Google ads practices

There are many reasons why your Google Ad can underperform. That is why it is important to know the following best practices regarding google ads or adwords.

google ads practice

Keep a PPC planning template

With Google’s PPC services Planning Template, you can visualize how your ads will appear online, monitor your character counts, and manage your campaigns. You can, however, choose another template that will serve the same function as there are many other templates available on the internet.

Avoid broad keywords

If you use a lot of broad-audience keywords, Google will show your ad to people who may not be interested in your product. This often results in fewer clicks and a higher expenditure for ads that might not get you results. That is why you should make use of more keywords that are very specific in nature.

Keep it relevant

You should keep all the ads relevant to the audience. Ad campaigns cost money, and irrelevant ads will confuse your audience in addition to costing you a lot of money. Your ad headline must match the keywords, and the ad should be created in such a manner that it appeals to the audience in a creative manner. This combination is hard to achieve, but it usually delivers the best results. Use all the features like multiple ad per campaign and responsive ads to get your audience’s attention.

Optimize your landing page

The user experience after clicking your ad is just as important. That's why you should optimize your landing page as much as possible. This can be done by implementing a good UI and Ux design on the page. You should design your webpage to do the best if the customer actually wants to purchase or learn about your product.

Improve your quality score

You should try to improve the quality score(QS) of your ad, as it determines the ranking of your ad. It is determined by another google algorithm which keeps tabs on your page UX, Ad performance and the relevant use of keywords. If the QS is low, your ad will not be displayed to many people and this is not an optimal result while running a campaign.

Important terms google ad management

google ads management

If you want to reach a maximum number of audience 

  • Ad Rank

Your Ad Rank is calculated by multiplying your maximum bid rate and your Quality Score. The higher its value, the higher your ranking will be and the more likely users will click it. It decides where your adverts will appear.

  • Keywords

Keywords are words or phrases that match what a user on the internet is looking for and will help them find it. You should use the best SEO practices to select the right keywords for your ads. Negative keywords are a list of terms for which you don't want to rank, and these should also be specified.

google ads keywords research

  • Bidding

Google ads management involves bidding systems, and you need to select either CPC(Cost per click), CPM(Cost per mile) or CPE(Cost per engagement) bidding systems. You pay per click in CPC. you pay for a thousand impressions on CPM and CPE system charges when the user takes a predetermined action on your Ad.

  • Click through rate(CTR)

The number of clicks you get on your ad as a percentage of the number of views your ad receives is known as your click through rate (CTR). A higher CTR implies that you've created a high-quality ad that targets relevant keywords and matches search intent.

CTR is the number of clicks that your ad receives divided by the number of times your ad is shown: 

clicks ÷ impressions = CTR. 

For example, if you had 5 clicks and 100 impressions, then your CTR would be 5%.

  • Campaign type

You should choose one of 6 campaign types before starting a paid campaign on Google Ads: search ads that are text based, display ads which are based on images, or video ads that include videos of about 15 seconds long.

  • Conversion rate(CVR)

Conversion rate, also simply called CVR, is a measurement of form submissions as a percentage of total landing page visitors. A high conversion rate indicates that your landing page provides a consistent user experience and this means your Ad is doing its job well.

For example - if you had 50 conversions from 1,000 interactions, your conversion rate would be 5%, since 50 ÷ 1,000 = 5%.

  • Google’s Display network

Google ads can appear on search results pages or on websites that are part of Google Display Network (GDN). GDN is a network of websites that allow Google Ads to be displayed alongside content relevant to your selected keywords on their webpages. These ads can be text-based or image-based. Google Shopping and app campaigns are the most popular on the GDN.

  • PPC

PPC (pay-per-click) advertising is a sort of advertising in which the advertiser pays for each click on an ad. PPC is the most frequent sort of paid advertising and is not limited to advertising on Google.

  • Quality score(QS):

Your click-through rate (CTR), the relevancy of your keywords, the quality of your landing page, and your historical performance on the SERP all contribute to your Quality Score or called QS. Your AdRank is influenced by your quality score.

How does it work?

Google ads are impacted by many factors, the most important of which are listed below. You will also receive tips on how to manage such factors


When you first create a Google Ad, you must choose a geographic area in which your ad will appear. If you have a physical location, this should be within a fair radius of it. your location should only be set in the places where you ship.

Keywords and match types

Keyword research for paid ads is just as important as it is for organic pages. Your keywords should as closely as possible match the objective of the searcher. Each of your campaign's ad groups will target one to five keywords, and ad display will be dependent on those choices.

Keywords can also be divided by the following match types.

  • Broad match: is the default category of keyword that can be applied for a broad set of products ex:”88 key Pianos in Bangalore” will match “88 keys piano” and “piano bangalore”.
  • Modified broad match: This happens when certain words are locked to a keyword. This can be denoted with a “+” sign. Ex: “+88 key Pianos in Bangalore” can yield “used 88 Key pianos” or “large pianos bangalore”.
  • Phrase match: this option can be selected when you need the product to be shown when queries that include your keyword phrase in the exact order are made by users.
  • Exact match: If this option is selected, your product will only show up when the exact keyword is searched.

Ad extensions

Ad Extensions should be used in Shopping Ads management for two reasons: they're free, and they provide users with more information.

Following are types of ad extensions.

  • Sitelink extensions: allows you to add site links to the Ad.
  • Call extensions: allows you to add a phone number to the Ad.
  • Location extensions: allows you to include your location on the Ad.
  • Offer extensions: lets you add any offer you are running on your website onto the Ad.
  • App extensions: lets you provide a link to an app download for people who are using mobile browsers