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Beginner’s Guide to Google Ads

Google Ads has become a vital instrument for businesses seeking to enhance their online visibility and direct targeted traffic to their websites. Nonetheless, for novices, navigating the intricate world of Google Ads can be quite intimidating.

That’s why this beginner’s guide aims to offer a comprehensive overview of Google Ads, from its basic functionalities to more sophisticated strategies. Whether you’re a small business owner or a Google Ads professional, comprehending the ins and outs of Google Ads is crucial for achieving marketing triumph.

So, let’s delve into this guide and uncover the secrets behind creating effective Google Ads campaigns that yield tangible results.

What Is Google Ads?

Google Ads is a pay-per-click (PPC) advertising platform that enables advertisers to pay for clicks or impressions on their adverts. It is a potent advertising platform that assists businesses in reaching their target audience through Google search and other partner websites. This beginners guide to Google Ads will provide you with the vital information to create and optimise successful ad campaigns.

Google Ads offers various ad formats, including responsive search ads, display ads, and YouTube ads. By targeting specific keywords, advertisers can ensure their adverts appear in relevant search results. Advertisers can create ad groups to organise their adverts based on themes or target audiences. Within each ad group, they can create multiple adverts with different ad copy variations to test and optimise their performance.

In addition to keyword targeting, Google Ads allows advertisers to target specific locations, languages, and demographics. This level of targeting ensures that adverts are shown to the right people at the right time. Moreover, advertisers can track the performance of their adverts using conversion tracking, which helps them measure the effectiveness of their campaigns.

To make the most of Google Ads, it is important to have a well-designed landing page that aligns with the advert’s message and offers a clear call-to-action. This will improve the user experience and increase the chances of conversions.

How Google Ads Work

To comprehend how Google Ads function, it is crucial to take into account two primary aspects: ad targeting choices and the auction-based bidding system.

Advertisers have a variety of targeting choices at their fingertips, enabling them to reach their intended audience based on factors such as demography, interests, and location.

Additionally, Google Ads employs an auction-based bidding system, where advertisers bid on keywords and vie for ad placement.

The amalgamation of these two components ultimately defines how Google Ads function and how advertisers can effectively reach their target market.

Ad Targeting Options

Ad targeting options in Google Ads encompass various demographics, location, interests, and behaviours, enabling advertisers to reach specific audiences with precision.

Here are two important sub-lists to consider when using ad targeting options in Google Ads:

  1. Audience targeting: Advertisers can target audiences based on their previous interactions with the website, such as retargeting past visitors or targeting similar audiences. This helps to increase the chances of reaching potential customers who have already shown interest in the product or service.
  2. Content targeting: Google Ads offers various options for content targeting. Advertisers can utilise keyword targeting, displaying ads when specific keywords are searched, aligning the ad with user intent. Placement targeting allows advertisers to choose specific websites, apps, or placements within the Google Display Network to display their ads. Topic targeting is also available, enabling advertisers to reach audiences interested in specific themes or subjects.

Auction-Based Bidding System

The auction-based bidding system utilised by Google Ads determines the placement and cost of ads based on bids and ad quality. Advertisers engage in auctions by bidding on keywords to have their adverts displayed in relevant searches. The advert with the highest Ad Rank, which is determined by the bid and ad quality, wins the ad placement.

However, winning the ad placement does not mean paying the full bid amount. Instead, advertisers typically pay just a few cents more than the next highest bid. This auction-based system ensures fair competition and rewards high-quality, relevant adverts with better placement. It allows advertisers to set a maximum bid, control their advertising costs, and achieve a higher return on investment.

The bidding system in Google Ads operates on a pay-per-click basis, where advertisers only pay when someone clicks on their advert.

Types of Google Ads

There are various types of Google Ads available that serve different purposes and can be used to effectively target specific audiences. Understanding the different types of Google Ads is crucial when creating a campaign in your Google Ads account.

Here are some of the popular types of Google Ads:

  • Search Ads: These adverts appear on Google search results pages when users search for specific keywords. They are a brilliant way to reach potential customers at the moment they are actively searching for products or services.
  • Display Ads: Display adverts are visual advertisements that appear on websites and apps within the Google Display Network. They can be used to increase brand awareness and reach a wider audience.
  • Shopping Ads: These adverts showcase specific products with images, prices, and additional information. They appear on Google search results when users search for relevant products.
  • Video Ads: Video adverts are displayed on YouTube and other video platforms. They can be used to engage users with compelling video content and drive brand awareness.
  • App Ads: These adverts promote mobile apps and can be displayed on various platforms such as Google Search, Google Play, YouTube, and the Google Display Network.

How Much Do Google Ads Cost?

When it comes to Google Ads, comprehending their cost is crucial for advertisers.

The pricing options for Google Ads can deviate based on factors such as keyword competition and bidding strategies.

Advertisers have control over their maximum bid, but the actual price per click may surpass their specified amount.

Pricing Options

Determining the cost of Google Ads involves various factors, such as keyword competition, bidding strategies, and industry-specific influences. Advertisers have the flexibility to choose from different pricing options to suit their campaign goals and budget.

Here are two important pricing options to consider:

  1. Cost-Per-Click (CPC): With CPC, advertisers pay only when someone clicks on their advert. Advertisers specify their maximum bid, but the actual price per click may be higher depending on factors like advert quality and competition.
  2. Daily Average Budget: Google Ads allows advertisers to set a daily average budget to control their spending. This ensures that the campaign stays within the desired budget limit.

Factors Affecting Cost

The cost of Google Ads can fluctuate based on a variety of factors, such as keyword competition, bidding strategies, and industry-specific influences. Advertisers indicate their maximum bid, but the actual price per click may be steeper due to factors like Quality Score. Quality Score indirectly affects ad costs by influencing placement and frequency. Moreover, Google Ads allows advertisers to set a daily average budget to manage spending. The cost of Google Ads also fluctuates based on industry, location, and other factors. To help you comprehend the factors affecting cost, here is a table summarising some important aspects:

Factors Description
Keyword Competition The level of competition for specific keywords affects their cost.
Bidding Strategies Different bidding strategies can have an impact on the cost and performance of your ads.
Industry-specific Certain industries may have higher competition, leading to increased ad costs.
Location The cost of ads can fluctuate based on the location you are targeting.

Understanding these factors can assist you in optimising your Google Ads campaign and making informed decisions to maximise your advertising budget.

How to Create Google Ads in 5 Steps

To create Google Ads in 5 easy steps, begin by opening a Google Ads account and linking any existing Google-owned accounts. This will streamline the process and allow you to access all your Google services in one place. Here’s a step-by-step guide to help you get started:

  1. Create a new Google Ads account: Provide your business name and website URL to set up your account. This will be your centre for managing your online advertising campaigns.
  2. Set up your billing: Choose a payment method and enter your billing information. Google Ads offers various payment options to suit your needs.
  3. Choose your campaign goals: Determine what you want to achieve with your ads, such as increasing website traffic or driving conversions. Select the best campaign goals that align with your business objectives.
  4. Target your audience: Define your target audience by selecting their demographics, interests, and locations. This ensures that your ads reach the right people at the right time.
  5. Create compelling ads: Set up ad groups, choose relevant keywords, and create enticing ad copy and visuals. Make sure your ads are engaging and relevant to attract potential customers.

Please note that all references to currency will be in New Zealand dollars and any measurements used will adhere to the metric system as used in New Zealand.

4 Tips for Creating Winning Google Ads

Creating successful Google Ads necessitates a strategic approach and meticulous attention to detail. To craft effective ads, you need to understand how to utilise the various tools and features at your disposal.

One helpful tool is ad extensions, which let you supplement your ads with additional information at no extra cost. By utilising compelling ad copy and visuals, you can catch attention and stimulate engagement.

It’s also crucial to focus on creating relevant and specific ad groups, as this improves ad visibility and enhances the user experience.

In addition to the ad itself, optimising your landing pages is pivotal. By ensuring a seamless user experience and providing clear calls to action, you can increase conversion opportunities.

Regularly analysing and optimising your Google Ads campaigns is another key aspect of crafting successful ads. This involves monitoring performance metrics and making adjustments to improve results.

When creating multiple campaigns, it’s important to select the right keywords. Conduct thorough keyword research to identify the most relevant and high-performing keywords for your ads. By incorporating these keywords into your ad copy, you can increase the chances of your ads appearing in relevant search results.

Frequently Asked Questions

How Do I Start Google Ads for Beginners?

To commence Google Ads for novices, you are required to establish an account, select the appropriate campaign type, target the correct audience, generate compelling ad copy, set a budget in New Zealand dollars, monitor and optimise adverts, comprehend metrics and analytics, utilise keyword research, test diverse ad formats, and maximise ROI.

Can You Learn Google Ads by Yourself?

Yes, it is feasible to educate oneself on Google Ads. Effective strategies for self-teaching encompass utilising online resources, partaking in courses, establishing campaigns, monitoring key metrics, rectifying issues, obtaining certifications, and studying advanced techniques and case studies.

Is Google Ads Easy to Learn?

Yes, Google Ads is easy to learn. The user-friendly interface, targeting options, ad format choices, keyword research, ad campaign optimisation, tracking and measuring ad performance, budgeting and bidding strategies, ad quality and relevance, competitor analysis, and remarketing strategies make it accessible to beginners.

How Much Money Do You Need to Start Google Ads?

When considering how much money is required to initiate Google Ads, it is crucial to focus on budget planning, target audience, keyword research, ad campaign strategy, ad bidding strategies, ad formats and creatives, tracking and measuring success, optimising ad performance, ad scheduling and budget allocation, and A/B testing and experimentation.


In conclusion, the Beginner’s Guide to Google Ads offers a comprehensive overview of how Google Ads functions. It covers its varied campaign types, cost factors, and advice for crafting effective advertisements.

The guide also underscores the significance of optimising and assessing campaign performance. It emphasizes the importance of constantly reviewing and adjusting ads to achieve optimal results.

Overall, this guide acts as a valuable resource for beginners wishing to navigate the realm of Google Ads and evade common errors. It provides essential information and tips for running successful ad campaigns on the platform.