• Alexis Ott

How to Use Google Ads for your Business


The digital world presents you with several marketing opportunities, however, (in most cases) you need to pay for advertising your products and/or services. Google ads offers ways for businesses to show their ads within Google search at a reasonable cost and might just be your strategy for success!


Running ads for your business may not always guarantee optimal Return of Investment (ROI), although when it comes to marketing, testing is always key!


It is important before jumping into creating your Pay Per Click (PPC) ads, to spend some time getting to know the platform and how to create an effective Google Ads campaign. It’s not just about creating ads and publishing ads to get results. You must know the right approach to using Google Ads in order to get the best value from your investment.


  1. Know the Basics

First and most importantly, you should understand the basics.

You can learn how to navigate around the Google Ads interface, create effective ad text, and familiarize yourself with the bidding platforms tools by taking a brief course within the Google Ads Skillshop. If you are to skip this step, you will only be hurting your opportunity for success.


Google ads is a very complex platform that is constantly changing, so in order to get the most optimal results, you have to know what you’re doing!

Certainly, you can speak with a Google Ads specialist but their threshold to help you can only go so far. Remember that their objective is for you to spend money, so might as well become knowledgeable and effectively create your ads yourself.

Once you complete the basics Google ads certification, you should then be ready to start your ad campaign.




1. Create your Campaign


The setup process for a paid campaign is simple. By going to Google Ads website, and clicking on the “Start Now” button, you can go through the necessary steps. If you have already created your images (if necessary) and ad copy with keywords, it should only take a few minutes to actually setup the ads.

The next step to setting up and using Google ads can often be forgotten about but just as important as getting Google certified, is ensuring that you have tracking in place.





2. Implement Tracking


Here are steps in which you can follow to ensure that your ads are tracking properly:


  • Add a link to your Google Analytics

You may have installed Analytics on your site to track your goals, traffic flow, conversions, and other metrics. It is essential to establish a link between Google Analytics and Google Ads. This linking will make it easier to get reports and analyze them.


  • Insert your Urchin Tracking Module codes

Google uses UTM codes to track the related activities. You can find them as a part of your website URL.


UTM codes let you identify the ads resulting in conversion. Thus, you may learn about the efforts most effective for your campaign.


  • Adjust the conversion tracking tool

Conversion tracking helps you to know the number of customers you have acquired from the campaign. You can avoid guesswork while calculating ROI. Moreover, with conversion tracking, you can measure sales rates, app installs, and other details.


  • Integrate CRM into Google Ads

As you like to keep your data on one platform, you may have chosen your CRM system. The integration of CRM and Google Ads enables you to track the ad campaign that works best for your target audience.





4. Adjust your Bidding


You can place your bids after setting up the ad campaign. Your bidding technique makes a difference in the rank of your advertisements. The bid settings and strategies are other factors to calculate your budget.


Manual bidding gives you a chance to set the ad bidding amounts for a particular ad group. You can reduce the amount to be invested in low-performing ads.


With automated bidding, Google becomes the driver and adjusts every bid. Still, you will find an option for setting your highest budget.


Other advanced bidding options


  • vCPM- You know that CPM represents Cost Per Thousand Impressions. Viewable CPM indicates that you need to pay an amount for a set of 1000 impressions. You may use the option to reach your goal for brand awareness goals.

  • Cost Per Acquisition- CPA is about the amount to be paid to acquire a customer. Google needs to know your highest CPA.


5. Monitor & Maintain your Account


Once your ads are running, it is crucial to maintain your account for Google Ads.

You need to adjust the budget, manage bidding, edit keywords, and deal with automated campaigns. Google will frequently check your account information, settings, and internal trends.





6. See Results!


You can control your budget and save money by focusing on the list of negative keywords. With consistent dedication and effort, you can manage your Google Ads account.


However, if you don’t have time or want to deal with following these steps, you can always hire professionals to build-out an effective Google ad campaign.

We can help you maximize your Google Ads results.


Contact us today!