Google Ads Tutorial 2020 for Beginners

To advertise or not is one of the decisions that a marketer has to make. Because money is involved. And as an entrepreneur, you want to save on every dollar you earn. 

But for organic content to be on the first page of Google, you also have to put in more hours. And hours translate to money. 

.Advertisement is on top of the sales funnel.  If you decide to use paid traffic for your business growth, then Google Ads is right for you. 

Google Ads as the advertising platform of Google, is a tool that will help your business thrive. 

Through the years, more marketers Google Ads to reach their customers. 

  • Google is the number one search engine. And boasts of billions of searches per month from people around the globe. C:\Users\lenovo\Documents\ACT Marketing\Downloads from Slides\Blog version M122 - How To Setup Google Ads Campaign (1).jpg
  • It is cheap. You only pay when someone clicks on your ad. You can set your maximum budget. Plus you can set a definite start and end date to run your ads. 
  • The market is much targeted. You are assured that searchers are mostly buyers. Your products are right in front of the eyes of those who are searching for it. 
  • You can set a definite location on your ads. 
  • You can track the performance of your ads. And measure how many clicked and visited your landing page, and track the number of buyers. Plus your buyer’s demographics. 

These are but a few of Google Ads’ advantages.

 Of course, we know that Google earns billions of dollars capitalizing on words and phrases. 

Keywords

What sets Google among online advertising platforms is its use of keywords. Its whole algorithm is focused on anything that involves letters, numbers, and symbols. 

What you type is what you get. Once you type in “mountain bike”, you are sure that your results will be about mountain bikes. You won’t be disappointed. 

This is a business. That’s why Google makes sure that its customers are happy so they will go back to Google over and over again. 

How Google Ads Work 

Of course, since Google Ads does its business on the Google platform, then it also plays around words. This is how they run their business. 

But there are some twists and turns along the way that you must understand. 

Auction 

Google Ads works does its work in an auction or bidding model. It means that you compete with other advertisers for a place in their platform. That is the top spot on the first page.

The thing here is, people trust Google so much that they usually click on who is on top of the page. And advertisers know that the key to more clicks is to be the first place in the ranking. 

For bidding, it simply means that the highest bidder should be the winner. 

But if Google only relies on who bids the highest, then all big brands who have bigger advertising budgets will come out every time a search happens. This would probably be Amazon, fast food chains, and other big names. 

Or they could be ads that could destroy Google’s image. Meaning, terrible ads. 

Ad Rank

To resolve this, Google developed the Ad Rank system. This is how they screen the ads that went into their database or pool.  They created a formula on how to rank the ads. 

So it does not mean that you bid very high then you automatically get the first rank. 

The factors include the bid amount and the quality score. 

The quality score includes the click-through rate, keyword relevance, and the landing page experience. 

Though I would not dive deeper into this formula. Here is a picture of what it looks like. 

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Note: Google Ads has the right to approve or reject your ads. They have ethical standards, technical requirements, and guidelines that must be followed.

But to simply put it, even if you are not the highest bidder, you still have a chance to rank higher. You can still work on your quality score. 

Yes, you can still compete if you choose the right keywords. And create a landing page that is associated with your ads. Plus the other factors, too. 

It also gives everyone to improve in every aspect of their ads. 

Keyword Research Tools 

The first thing we want to do is figure out is what keywords to use for our ads. 

When it comes to the choice of keywords, just choose one product at a time. One keyword will not fit three to four products. It needs to be exact. 

This will be a time-consuming part of your campaign. 

1. UberSuggest

The best place to find keywords is a free tool by Neil Patel called UberSuggest. 

In this tutorial, we will go through a mountain bike example. 

Let’s say I have an e-commerce store. And I sell mountain bikes. So I will just type in “mountain bike”. And click Search. 

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You will get a lot of information here. But we will focus on Keyword ideas.

If you are still a beginner in Google Ads, you won’t have access to search data inside the be keyword planner.

So, this is the closest that you can get to the keyword planner or a paid tool. This will be your best friend. 

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You can see here are the keywords “mountain bike” and “mountain bike for sale”. There are also “mountain bike trek” and “mountain bike trails”. 

Next, you will select keywords that represent your actual product. 

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Because we sell mountain bikes, so “mountain bike for sale” will be a good choice. 

We will skip “mountain bike trails”. It might be someone who is browsing for trails in their area. 

If you’re not selling “mountain bikes for women”, then don’t select that term. 

Tip: Look for a keyword that represents someone who will buy immediately. And not terms means they will buy next week or just interested in buying. Because you pay Google Ads a lot of money. So you need to sell at once to recover your money. 

So carefully choose 20 to 30 keywords. Then group them into three to seven clusters. These will be your Ad groups. 

Another cool thing is you can see the domains that run ads on this particular keyword. These domains are already ranking for these keywords and other keywords. 

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Note: How the domains rank up in Google doesn’t always match up. It depends on the location. And other factors that Google uses to rank keywords and ads. There will also be organic content that will rank up, too. 

2. Spyfu

There is another tool that you can use. And this is at Spyfu.com. 

They do have a free version when you sign up for free. If you plan to do Google Ads long-term, then you should get their paid version. And we use their paid plan often. 

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All you have to do is type in your keyword. And it will show you a history of the ads that run for this keyword. 

You can also type in specific competitors.

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If you don’t know who your competitors are, you can type in your keywords in UberSuggest. Then, you get the websites listed there. And take them over to SpyFu to check them. 

Spyfu doesn’t only have keywords. It also shows you the current ads that are running.  It is easier than going to the Google Search results page. 

Note: There’s a limit to how many you can run for free before they ask you to create your free account. 

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Once you have your keywords, you’re ready to make your Google Ads campaign. 

Tutorial 

Step 1. Create a Google Ads account. 

If you don’t have a Google Ads account yet, you can go to ads.google.com. And create your account. 

You can connect your Ads account to your Gmail account for your business. 

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Once you have your keywords, you’re on your way to jump into the Google ads interface. And start with your settings. 

Step 2. Log in 

Once you’re inside your Google Ads account, it’s going to tell you to make a campaign immediately. 

Tip: Just do the campaign quickly, then you pause. So you can put together a well-planned campaign. 

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Step 3. Campaigns

Then, you click on Campaigns. And not overview. 

Next, click the giant blue button. And click New campaign. 

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Then, create a campaign without a goal. 

Tip: You should have full control of how your campaign will go. Because it’s your hard-earned cash. So you do everything to make sure it goes as far as possible.

Other options will guide you through. And they automatically check settings that you don’t want.

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Click on Search. 

Because you want your ads to be searched for your keywords.  

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Then, it will ask you for your website URL. It is not a big deal, just type it in anyway. 

Because you will choose the specific page and ads that you want traffic to go as we move through the process. 

Click on continue. 

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Then you will be asked for your campaign name. I will name my campaign with “Mountain Bike PV Pro 7 #1”

Tip. Name your campaign based on what product you want to advertise. Then give it a number. So that you will keep track if you make other campaign versions for the same product. This is the easiest way to get organized. 

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Uncheck Display Network. 

Uncheck Google Search Partners. 

Tip: This will make sure that you will not show up anywhere else. But only on Google itself. 

Click on More Settings.

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Set a start and end date. 

What you can do is set your start date the following Thursday. This way, you can prepare if there are changes. Or when something comes out like an emergency. 

And your end date is two weeks after. Don’t worry, you can always extend your end date after two weeks especially when your campaign runs well. 

Tip: Run your campaign for two weeks. So that when something comes up, your campaign will stop. 

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For locations, this depends upon where your business is located or where do you ship your products. This is important.

Note:  If you ship to different counties: One country per campaign. It will have the same settings. But will differ on the location. Because different counties have different types of customers and different people. 

If you’re a local-based business, you need to click on Enter another location. Then, click on Advanced search. 

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Then, type in the neighborhoods and zip codes where you serve your customers. 

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In this tutorial, I will stick with the United States. 

Then, click people inside your location. Because this will affect your shipping. 

We want to ship stuff so the people we target should be able to receive your products. 

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Languages – just leave this 

Also, skip Audiences. This is applicable for display campaigns. 

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For our budget. 

You can set your budget to start from $5 to $10 per day. 

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One of the ways to know if you should spend $5-$10 per day is to go back to UberSuggest. 

Then, you look at the column with CPC or cost per click. 

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 This will estimate how many clicks you will get for your budget. Or how much is the estimated cost per click. 

If you see 35 cents or 25 cents, then your $5-$10 will get more clicks. Because some keywords cost $5 or $7 per click. Then, our $ will only get 1-2 clicks. 

You have two choices, then. 

  • Find a keyword that fits in your budget; or
  • Increase your budget. 

We can start with a $10 per day budget. 

Tip: Google Ads will always tell you to spend more money. But, you can always stick with your budget 

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Next, we will deal with Bidding. 

Just select your bidding strategy. 

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And select manual CPC. 

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Uncheck enhance CPC. 

If you just started in Google Ads, you want to know how much your ad cost before you allow Google to tell you how much the clicks should cost. 

Tip: Enhanced CPC will mess with your bids to try to give your better results. But you need a baseline cost especially if you are just a beginner. You can turn this on after you know what keywords are worth paying for. 

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Click Show more settings. 

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Click Do not optimize. Because you need your ads to rotate evenly.

This means if you have a hundred clicks, 50 clicks will go to Ad No.1 and 50 clicks will go to Ad No.2. 

With optimized, 10 clicks will go to Ad No.1 and 90 clicks will go to Ad No.2. Or 80 clicks go to this Ad and the 20 to this ad. The clicks will not be even. Then, you won’t be able to figure out which ad is really working. 

So, don’t let Google optimize for you. Stay in control. 

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Now, we are at Sitelink extensions. 

I will not discuss this deeper. But I will give you an idea of what this is about. 

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 Let’s go to our Google search results. Then, we can see actual ads. 

The little links at the bottom are the site link extensions. 

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There are different types of site link extensions: clickable and not. 

You just want to fill these extensions with additional information about your site. It is not product-based. It is site-based. 

It gives more opportunities for someone to click. There is no extra cost to set up these site links. 

So, let’s go back to our campaign. Then, click on Save and continue. 

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Now, let’s set up our Ad group. This is where the keyword research comes in. 

We will use the keywords we found in UberSuggest. And put them into our Ad groups. 

Let’s look over to UberSuggest. 

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We will make our first Ad group about sales. 

Our keywords will be “mountain bike for sale” and “for sale mountain bike”. And I just came up with a “mountain bike discount”. 

So we have three. The minimum number of keywords in an Ad group. 

There are different ways you can tell Google how strict you want to be with your keywords. 

  • Broad – means that your ad will show up if someone types anything related to your keyword. We don’t want to do that. 
  • Phrase – any combination of your keyword has to be typed in before your ad shows up.  You put quotation marks around your keyword to tell Google you want this. Example: “mountain bike for sale”
  • Exact – the exact phrase must be searched for your ad to show up. Not a word more or less. You put a bracket around your keyword to distinguish this. Example: [mountain bike for sale]

We will choose a Phrase and Exact as our preferred matches. 

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Now, let’s put the quotation marks and brackets around our three keywords. 

In Google’s view, we have six keywords and not three. So don’t have large groups with 30 keywords in one Ad group. That is too many. 

Then, you can make more Ad groups. But for this tutorial, I will leave it that way. 

We have to set a bid, too. 

You can start your bid from $1-$2 per day. 

Tip: If you are really on a budget, you can look for 1-2 effective keywords, then start with a dollar. But if you plan to be in Google Ads for the long term. And you see this as an investment, you can start with $2. You can always lower it later.

 Here we will bid for $2. 

Google will tell you how much it will cost to be on the first page or second page or lower in the results. So just set your bid on how much your budget is for now. 

You can also see the Daily estimates. We have eight clicks. But I think we will have more clicks. Because we have eliminated the broad match keywords that will just waste our budget. 

Then click on Save and continue. 

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Now, we will write our ad. 

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To make your actual ad, just go to Google. Then, type in one of your keywords. And check how other stores write their ads. 

For this example, we will check bikersdirect.com. Then, let’s look at what they say in their headline. 

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And what they put in their body text. 

  • Do they give discounts?
  • What kind of offers do they have?
  • What guarantees do they have? 
  • What features do they offer?
  • And other terms that you need to check. 

As you study their ads, you can also figure out what types of things you should put in your own ad. 

It is not copying. Just draw inspiration from what they write. Of course, you also need to do your ad to stand out. 

Headline — I chose to do a percentage off. I placed 43% off. Because I saw that discounts are important in their ads even for big brands. 

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Tip: If you see discounts which are an exact number like 63% off. It is about psychology. 

Also, don’t be worried about stores that give big discounts. There are some ethical things there. But what they do is choose one or two products that no one will buy. Then, they give these steep discounts. 

The third headline typically barely shows up if at all.

URL Path – Creates a sense of urgency.  This is when you put terms such as sale, limited time offer, expires soon. This makes people curious and clicks on your ads. 

Description – Should back up what’s said in your headline. You can add the features or call out the person that you look for to buy your products. If you target professional mountain bikes then say something about professional mountain bikes. 

In our example, I chose to add the features and the target person. And I added on “new and used”. Because other ads talk about used and cheap bikes. 

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Description no. 2 – you can place the same description in your first one. Because this hardly shows up. 

Next, click Done and Create a new ad. 

Once you’re done with your ads, you can click on Save and continue. 

You can add more ads later, too. 

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Now, we have our Ad No.1. 

Let’s click on Save and continue. 

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Now, our campaign is complete. 

Our number of clicks have gone up to nine clicks. 

Tip: Estimates are just all over the place. The number of clicks can vary daily. 

The details of our campaign. 

  • We’ve set it to $10 per day;
  • It will run for two weeks; 
  • We have no campaign goal; and 
  • We have manual CPC. 

We can click on Save and continue. 

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And this is how your campaign will look like.  

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You can add one or two other ad groups. And run some traffic. 

You can run tests on which keywords work and which don’t. 

You may not necessarily sell at once if you have an ad. Conversions can be signing up in your list or downloading a lead magnet. 

You can track the performance of your ads using Google Analytics, which is a free tool. 

Then you can run an A/B split test to optimize your conversion rate. 

Conclusion

Google ads is a great platform that you can use for your business. 

Keywords are important when it comes to Google Ads. But you can use tools such as UberSuggest and Spyfu, and even Google search itself, to help you come up with good keywords. 

You can always do tests to improve your ads. And drive traffic into your business. 

Keep building the business you love. 

Jason Whaling
 

Jason Whaling is an online marketing expert, consultant, author, and a lifelong entrepreneur. Combining a mix of dynamic business strategy, consumer psychology, and social media marketing, Jason works with people like you to build their personal brands and business.