3 Key Google Ads Fundamentals [& 5 Top Google Ads Tips]

google ads fundamental


When it involves allocating advertising dollars, the alternatives are reputedly endless. And depending on your enterprise version and industry, your Google Ads Campaign is going to appear extraordinarily different. Since, everyone has a different opinion on which advertising channel(s) work best, hence the best promotional strategy will be different for every business.

That’s the reason why we’re here to not only just discuss with you about the vital Google Ads Fundamentals but to also help you understand: What it is, Why it’s used, and How it’s best used.

To know the Google Ads Fundamentals better you need to know that Google Ads are available in a variety of formats. Do you know them? Well, if this is your first time, they include:

  • Text Ads

Include a website description and title, as well as extensions to acquire clicks

  • Responsive-Display Ads 

Chosen by Google based on what visitors have already seen on a website; can be images or text

  • Image Ads

Can be responsive or static

  • App Promotional Ads

Aimed at driving app downloads

  • Video Ads

Either stand-alone or within other streaming video content

  • Product Shopping Ads

Show product and details of price appear under Google’s Images as well as Shopping sections

  • Call-Only Ads

Allow users to call a business by clicking on the phone number on the ad and tracking the call through Google

With that said, before we head into the depth with respect to Fundamentals Of Google Ads let us know about Google Ads:

What is Google Ads, exactly? Google Ads is a platform for paid advertising that lets organizations to 1) display ads in search engine results pages (SERPs), 2) on websites involved in Google’s network, and 3) on mobile apps. It’s one of the several forms of search engine marketing (SEM) and pay-per-click (PPC) advertising. Although Amazon, Bing, Facebook/Instagram, Pinterest, and Twitter all have their very own versions of those practices, Google nevertheless dominates the market.

The Google advertising network is divided into two main groups:

  1. The Search Network
  2. The Display Network

When you advertise on the Google search network, your ads may appear on SERPs, Google Maps, Google Shopping, and search sites that partner with Google. On the other hand, if you use the Display Network, your ads can be displayed on more than 2 million websites and reach more than 90% of Internet users.

Now let’s Learn The Fundamentals Of Google Ads:

Crucial Google Advertising

You actually need to reflect about what you’re looking to achieve here. Think cautiously earlier than determining where to have your ads displayed: 

Search Network, as a result when someone “googles” anything with the similar or very same keywords that you set as your keywords for every ad: Google Search, Google Shopping, Google Maps, and Google Play. If you involve the Google search partners, your ads will also involve Search sites that partner with Google. Search network ads are distinct from other ads, as they display when someone is already looking for a solution to a issue. So rather than you reaching out to them to advertise something, here your target audience sort of reaches out to you; very beneficial if you’re trying to promote clicks to your site and promoting e commerce sales!

Display Network, which means your ad displays all over Google sites (such as YouTube, Blogger, Gmail, etc.) and basically any website across the internet which has Google AdSense installed and can make Google Ads display on their own website to earn money. Display Ads have a special benefit for remarketing campaigns and promoting brand awareness.

You by no means get a second chance at a first impression. Not only can typos, horrific punctuation, gimmicky spellings suggest Google won’t approve your ads. Bad punctuation can **GET MORE CLICKS** however Google doesn’t need us to =>PLAY WITH PUNCTUATION!!!<=

Google Ads agencies generally avoid the words “Click here” in your ad; if someone wants to click, they will! And don’t include your phone number in ad text, this is what ad extensions (these show additional information with your ad, like address, phone number, rating, or extra webpage links) are for. And yes – definitely make use of ad extensions! It is a great way to generate more visibility and clicks.

A careful campaign management is crucial in Google Ads. So many things can make a huge difference in your Google Ads performance, from what users search for and how they do it, including their location, which device they’re on, and even the time of day!

You will need to go into your Google Ads account often to see which keywords, ads, and bids are performing best, and tweak accordingly. Have you set the right AdGroups, do you need to change the keyword phrase or does it exactly match a better option than what you tried the first time? What Audience works best, what Demographics perform better, what extensions are particularly popular, etc.

Whether you’re a Google Ads specialist or you’ve decided to let an online marketing agency handle this, Google Ads offers a myriad of different report types to give you an overview of the data that you need to make decisions that are right for you and your marketing goals.

Guide To Help

If you’re looking to get certified, following are the 4 steps that will help you to acquire the Google Ads Fundamentals Certificate:

Step 1: Start by Learning the Basics

Step 2: Be an Active Learner

Step 3: Lean on Other Outside Resources

Step 4: Ensure You’re Learning Applicable Concepts as You Study

Passing the Google Adwords Fundamentals Certification doesn’t make you the future paid search expert of 2021. Instead, it’s just the beginning of a continuous learning process that will evolve over time.

Taking the exam is a good jumping-off point to learning about Ads Fundamentals if you’re completely new to it.

Why Do?

Google Ads is a practical approach to creating brand awareness, increasing conversions, and driving traffic to your site. Unlike social media ads, Search Network advertising displays relevant ads to users who are actively looking for a product, service, or solution that fulfills their requirements.

One of the most appealing features of Google Ads is that you can set your very own budget, and there’s no minimal month-to-month spending limit. Google also permits you to pause or stop your ads at any time, making it best for seasonal services and products and for brands concerned about long-time period commitments.

The returns that can come from the use of Google Ads are substantial. On average, $2 in revenue is produced for every $1 spent, equating to a cool 100% increase. Not bad, right? However, a few estimates of Google’s average ROI are as excessive as 800%!

Google Ads also can be a blessing to your brand awareness. In marketing, there is an old adage known as the “Rule of 7.” It indicates that people want to view your name, brand, or offers seven times before they’ll remember it and take action. Therefore, as clients see your URL again and again at the top of the search results, they’ll start to recall your business.

Furthermore, a conversion in Google Ads isn’t constantly a sale. Smart brands use it as a part of a bigger nurturing campaign wherein they promote their free content in exchange for contact information. This strategy not only gets rid of the obnoxious “difficult sell” of a product or service, however it also better places your brand to develop trusting relationships with future clients.

How Is Google Ads?

Each element of your business will affect how you and/or your company approaches Google Ads, from your price point and product type to marketing goal and advertising budget. Despite a majority of these nuances, there are 3 major motives for the usage of Google Ads. Here is an initial look at how to do it successfully:

  1. Brand Awareness

If you’re much less worried about on the spot purchases, you must consider Display ads. Clicks and conversion are usually lower for Display ads, however cost per thousand impressions (CPM) is imperatively lower than for Search ads. To make these ads eye-catching, team up with a graphic designer who can maximize the ability of your brand assets. Further, make sure to remarket to the ones who’ve clicked!

  1. Trust Building

If you already possess valuable content created for your target audience, take to the Search Network and begin disseminating gated content to the ones actively seeking out answers. Gather emails, names, and contact numbers for future marketing endeavours and nurture these contacts into warm leads. If you’re competing for niche, long-tail keywords, your CPC must stay low, and your click-through rate (CTR) will be healthy.

  1. Purchases

If you possess a product or service you’re looking to sell immediately, ditch Display and opt for Search Network ads. If you possess a product, we highly suggest creating Google Shopping Ads creating Google Shopping Ads (a part of the Search Network). Shopping Ads are highly-targeted and user-friendly. If you’re selling a service, stick with Search Ads and make sure you’re dealing with your keywords appropriately with broad phrase match, exact match, and negative keywords.

Takeaway: 5 Top

You want to provide your Google Ads account a quick refresh. As even the most sophisticated Google Ads accounts require every once in a while a good clean-up. It really doesn’t take too long to provide your account a good gut check.

Tip 1: Revisit your bidding strategy

As you may know, there are two major categories of bid strategies on Google Ads: automated bidding and manual bidding.

Bid strategies are controlled on the campaign level. To switch, click on “Settings” under any campaign. Under “Bidding,” click on “Change bid strategy.”

There are advantages and disadvantages to both manual and automated bidding, and I wouldn’t suggest knocking either strategy unless you’ve attempted it. Better yet, you don’t need to use the similar bid strategy throughout all campaigns on your account.

Tip 2: Add some negative keywords

Adding negative keywords is one of the simplest ways to get rid of wasted spend inside your Google Ads account. Because the search terms that result in your ad being displayed are continuously changing, it’s critical to glance through them, choose out the super irrelevant ones, and add those as negative keywords. You may want to consider having negative keyword lists for every campaign, in addition to a keyword list for your entire account.

If one subject in particular is typically displaying up in your search terms and isn’t relevant to the ads it’s displaying for but is relevant to your business, consider creating a new campaign/ad group for that subject matter.

Tip 3: Add a retargeting audience

As long as your site is tagged with Google’s tracking pixel, and your site receives sufficient traffic to meet Google’s needs, you must be able to refresh your Google Ads account by adding retargeting audience.

A retargeting audience displays your ads to people that have previously visited your site. These audiences are configured at a campaign level.

It’s often a good idea to come up with innovative ways to retarget your website visitors—this is a simple way to reach users who have already displayed interest in your brand, product, or services. As in, you’re working with a warmer audience who’s much more likely to convert. Remarketing campaigns frequently work well with display ads, however it’s also great to use this tactic for search campaigns —attempt it out.

Tip 4: Make bid adjustments on devices

A great way to control your bidding is via way of means of making bid adjustments on devices based totally on their performance. This is controlled on the ad group or campaign level. Device settings may be adjusted through navigating to a campaign and clicking on: Devices.

Be certain that your columns are configured to display your KPIs and compare performance data for every device. Then, increase or decrease your bids accordingly. For instance, if cell gadgets have a lower CPC and higher conversion rate than computers, you’ll need to either increase your bid on cell gadgets or decrease your bid on computers.

Tip 5: Improve quality scores

This should go without explanation, but it’s significant to continue to monitor and boost quality scores over time. Ads often run throughout a variety of keywords and direct users to pages that have relatively thin content that doesn’t comprise the keywords.

Google takes three primary factors into account when figuring out the quality score of every keyword.

  1. The landing page experience
  2. The click-through rate
  3. The ad relevance

Quality scores range from one to ten, with ten being the best. Keywords with low quality scores run the threat of paused ads due to quality score problems. If you don’t have notifications enabled, you might not even be conscious whether this is happening.

Take time to plan out which keywords to target, how the ad groups are structured to display for those keywords and how closely the ad copy aligns with each of the keywords within the ad group.


There you have it – our top 5 Google ads tips.  If you follow each of these guidelines you’ll be well on your way to having an optimised account to keep the leads flowing in. However, the question is: Are you going to? That’s probably a silly question – of course, you would and hope it stays that way. Good luck with increasing your Google Ads PPC conversion rate!

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