How to Use Google Ads for Your Business

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How to use Google Ads to advertise your small business and amass quick and relevant web traffic.

Running an online business is not easy, especially when you have to compete with giants such as Amazon that have a large advertising budget. The race to reach the first page of Google is getting increasingly competitive. Trying to reach the first page of Google with excellent SEO is always more affordable but the drawback is that it takes time.

This is where paid ads come in. Google Ads is basically an advertising service presented by Google allowing online businesses to display their ads on Google SERPs. The ads usually display at the top or bottom of a Google search engine result pages.

Using Google Ads is an effective marketing strategy used among businesses looking to get their first online customers. Today we will discuss the basics on how to use Google Ads for your business.

Benefits of Using Google Ads

Google Ads is a powerful tool for online businesses when it comes to advertising. How come? There are some advantages that businesses enjoy on Google’s paid marketing platform which are as follows:

Precise Targeting

Google provides business owners with ample of targeting options that allow them to target the most relevant audience and potential customers. Business owners can filter their audience according to their location, age, keywords and many more. Furthermore, they have the option to choose the time and moment of the day on which their ads will be displayed on SERPs.

Many businesses run their ads only from Monday to Friday, from morning to evening due to the fact that businesses are closed on the weekends. This can help maximize ad spend.

Target Specific Devices

After the 2013 update, Google Ads allowed businesses to choose devices on which their ads will be displayed. For the search networks, you have the option to select between desktop, tablets and mobile devices. Network businesses on the display can even drill down even further and target specific devices. Bid adjustments allow automatically bidding higher or lower on devices that are more likely to convert on your website.

Pay Only For Results

This is a popular benefit of advertising on Google Ads. This is also called PPC. In this businesses can only pay for the clicks on their ads instead of impression. Businesses can secure their money in this way by only paying when a user clicks to view their website.

Performance Tracking

Through Google Ads, business owners can also track the performance of their ads. It means you can track the users that view and click your ad. It also allows you to track the number of users that take action after watching your website.

If you are thinking about how to go about setting up your account and how to use Google Ads profitably, then this guide is going to help you. Just read on.

Preparing For PPC

PPC advertising is a powerful tool but when someone used it smartly. But first, you need to identify your objectives before you create your Google Ads account. While more sales may sound like a great objective but online advertising will require you to be more specific.

It is highly improbable that someone visiting your website for the first time will make a purchase. Online sales are more dependent and also build a trust relationship with your customer. For this reason, there are many objectives for a business to use Google Ads like:

  • Generating sales
  • Registration
  • Email sign-ups
  • Lead generation
  • Enhancing brand awareness
  • Recall value

You should run different campaigns to achieve different objectives. Apart from identifying your objectives, there is another important prerequisite for advertising on Google Ads that is having a landing page.

Landing Page

A landing page is a URL on which a user lands when they click on an advertisement. A landing page is a standalone page which is different from your website, designed to focus on specific objectives. If you have a great landing page than you can get success in your Google Ads campaign. A well designed and optimized landing page will convert visitors into final customers.

The following things should be considered while designing your landing page:

Focused landing pages. Design individual landing pages for individual offers. A landing page that focuses on many objectives may confuse your visitors

Call to action. Don’t forget to add and properly highlight the desired call to action button on your landing page.

Mobile friendly. As many people use mobile, ensure that your landing page is mobile-friendly.

Deliver as per your promise. Your landing page should deliver any promises made in your ad. If your ad talks about offer so make sure the landing page features the said offers.

Setting up a Google Ads Account

Step 1: Sign Up

Simply go to the Google Ads website and sign up with your Google account. If you do not have any Google account then create it. It may take a couple of minutes.

Once you have entered the important details, you will land on the following page to create your first campaign. At that point, you can choose your budget, target audience, set your bids and write your ad copy.

Step 2: Set Your Budget

Defining the budget is the foremost task on the list. Defining the daily budget will ensure you never cross your expenditure limits. The effective way to figure your regular budget is to first understand the number of visitors that your landing page can convert into customers.

Step 3: Select Your Target Audience

This step is about specifying the geographical location of your target audience. This feature ensures your ad is only shown to those users who conduct a search by using the keywords that you are bidding for and are present in the geographical location specified by you.

With the help of using the advanced search option, you gain access to radius targeting. It allows you to target a certain radius from your zip code. Depending on the nature of your business, you might want to target whole countries or only cities if you sell your product locally. You can also set different bid adjustments per radius targets.

Step 4: Select a Network

The step is to choose between the Google search network and display network. The search network puts your ads on the Google search engine results while the display network puts your ad on any website that shows ads.

If you are beginners or a small business then you will go with the search network as it displays your ads to users that are specifically searching for keywords relevant to your business.

Step 5: Choose Your Keywords

Keywords are the words or phrases that user enters into Google search bar when they are conducting a search. Google allows you to choose 15-20 keywords that may trigger your ad to appear on the search engine result page.

You can choose some keywords that you are sure of bringing results. And also focus on the search volumes of the keywords that you choose. Choosing more keywords or choosing keywords with high volume may turn out to be expensive affairs.

Step 6: Set Your Bid

Bidding is the amount of money that you are willing to pay for every individual that clicks on your ad. If you and your competitor are bidding for similar keyword and if you are willing to pay more per click then your ad will be shown higher than your competitor.

Step 7: Write Your Ad

The most important part of this process is writing your ad. The creation of the content of your Ad is the base and foundation of your ad. If you think that this is easy, it is not. You need to create an ad that is clickbait. That is why large and small businesses hire digital marketing agencies to create ad content. Your message should clearly communicate your offer that it convinces a user to click on your ad and visit your website. Some copywriting best practices are as follows:

  • Keep your message to the point.
  • Make sure your ad headline call out them and convinces them to click on the ad.
  • A clear call to action tells the user what you really want from them.

Step 8: Create Your Ad

If you have done with writing your ad, click on the “save” button and continue to the last step of the process. In this section, Google will take information from you about your business and payment information. You will be charged when you have exhausted your set budget, or 30 days later, whichever comes first.

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