The Ultimate Simple Guide to Google Adwords

Author: Camryne Washington

Imagine your business sales slow. Or maybe, you haven't seen growth since you started. You've reached out to friends and family, you have every social media account, but still, everything feels like a dead end. No customers, no sales, it's hopeless.

What you need is a boost in getting to your target audience. But how exactly can you do that when you've done everything else? Well, I say your best solution is with Google Ads. As a business owner, you might be thinking, why would I even need to use Google Ads?

Well, Google helps businesses find their prospective buyers. People go on Google to search for something, to get answers. Your business can be exactly what someone is looking for. Business ads can help direct traffic towards your website faster than someone finding your business through organic search results.

Here's the rundown: Google is full of data. This data is what drives Google to tailor searches to users every single minute of the day, creating more accurate results and directing customers to relevant websites. You too can use this data and draw in potential customers and convert them into sales. 

But to get potential customers, first, we need to understand what Google Ads is, how it works, and more. Let's begin!

What is Google Ads?

Google Ads, which is formerly known as Google Adwords, is Google's online advertising platform that businesses pay to display their ads. These ads are paid results that appear at the top or bottom of the organic results. Advertisements help companies create brand awareness, promote products and sales, and increase traffic to a website.

Depending on what their campaign is, companies can choose whether to display their ads through mobile, tablet, or desktop devices. They can also choose between three types of ads, which are:

  •   Google Search Ads - Ads that are usually on the top and bottom of the pages that users click on when they are searching in Google's search engine.
  •   Google Ads on Youtube - Video ads that are played before, during, and after a Youtuber's content appears.
  •   Google Display Ads - Ads that are displayed on other websites that your user also goes to. Display advertisements can also be placed on other Google websites, mobile websites, and mobile apps.

How Does Google Ads Work?

Google Ads is a bidding system where companies bid on keywords.

When users are on Google, they're looking for something. Competition is fierce, and there can be many other businesses out there also wanting to rank for the same keyword. To level the playing field, Google allows companies to bid on keywords to improve their ranking. If the keywords match an advertiser's ad, Google will display eligible ads that are up for auction to that user. Hopefully, this leads the user to click on the add and convert them to a buyer.

For example, say you're a local retail store and you sell women's ripped jeans. If a user is on Google, searching for women's ripped jeans, they could see your results while also seeing another local store's ad for ripped jeans. Depending on your ranking, if you're second to the local store, they might click on their ad instead and buy from them.

You have to tell Google that you want to rank for your targeted keyword. Ranking high in your targeted keyword allows for more users to find you and click on your ad. Google Ads is a PPC, or pay per click business. For every person that clicks on your ad, you pay Google for that keyword.

How Much Does Google Ads Cost?

The average CPC, or cost-per-click, in Google Ads, is between $1 and $2. Though Google Ads is a bidding system, the price of a keyword isn't the only factor that determines your cost.

 Depending on your quality score and ad placement options your cost can fluctuate. Quality score is determined by an ads click-through rate, landing page experience, and ad quality. Better scores mean you can expect to pay less for the top spot.

Ad placements can also determine cost depending on how you will target customers. Whether you're targeting users through another browser or by which device they use, it can affect the cost because of the different competitors on different platforms. 

You are in total control of what you expect to pay but keep in mind the factors that determine price point and ranking. You can still rank high and have a low cost or rank low and have a high cost.

How Much Should I Expect to Budget?

Now that you have a sense of how the cost is determined, every great campaign needs a budget. You only pay every time a user clicks on your ad. Each click you pay for comes out of your daily budget. You don't want to underspend but you also don't want to overspend. Since Google allows you to control how much you can spend per day, a good budget to start with is $5 to $20. A flexible budget will allow you to save money and control the spending. As you start to choose what campaigns work and eliminate ones which don’t, you can adjust the budget to fit your needs. 

How to create conversion clicks?

Because Google is completely customizable, companies can choose how they want to capture browsers and turn them into buyers. Connecting a Google Analytics account

can help refine your targets and gain insight on your audience.  Depending on your target audience you can narrow down based off of:

  •   Keywords - The words that people use to find what they're looking for when they're searching for something off of Google. Google's Keyword Planner can help determine what relevant keywords you should use in your ads.
  •   Location - Targeting can be done anywhere from everyone in the world to locals in the area.
  •   Demographics - You can determine which age and gender you want to target to.
  •   Language - Target users based on a specific language(s).
  •   Device - Push campaigns on whichever device you want. Some businesses choose to do campaigns on mobile devices, while others may choose desktop.


You are in complete control with Google Ads. You can determine what you want to spend, how much you want to spend, and who you want to reach. It's a great low-cost way to boost your business. You can benefit from using Google's Keyword Planner tool and Google Analytics. Once you start understanding which campaigns work for you, you can use that data to figure out what drives traffic and converts people to buyers. Anyone can make Google Ads work for their business.

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