Google Ads is an online advertising platform developed by Google in 2000, where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users. It can put advertisements both in Google Search and on non-search sites, versatile applications, and videos.

How do Google Ads work?

When users type in search requests, google yields two kinds of results: the organic results – the ones you achieve thanks to relevant, structured, quality content – and paid ads, which are usually put at the top of the search results, which are the results merchants pay to see favorably ranked.

Bearing in mind Google’s search engine market share – 92.24 % globally ( –Google Ads is the most powerful advertising company globally and an indispensable part of the strategy of any online business wishing to increase their sales.

The Google Ads auction is focused on keywords – advertisers choose a list of keywords to target that is relevant to their business offerings, the words that people are most likely to use when searching for their product. They then bid on these keywords. Each bid is based on how much they are willing to pay Google for a user to click on their ad. 

This bid, combined with a Quality Score assigned by Google based on the quality of your proposed ad, determines which Google ads appear on the Search Engine Results Page(SERP). When users click the ads, the advertiser pays a certain cost, known as the Cost per Click(CPC).

Why Use Google Ads?

It would be great to rank at the top using organic search results. To ensure this, the content of your website should be high quality and top-notch. Ranking through organic search results can be difficult and this is where Google Ads comes to your rescue. 

The benefit of using Google Ads is that it accelerates your results. However, to get the most benefits, you need to have a properly planned Google Ads campaign.

Following are six crucial steps to follow, when you decide to incorporate Google Ads into your business:

1. Define Your Objectives:

This is one of the most fundamental steps of your campaign. Identify the product categories and the offers you want to invest in.

Try to think and select the regions which are destined to yield a positive ROI. For instance, are you attempting to launch another item, liquidate unsold things, or augment the sale of high-edge items?

2. Calculate Your Budget:

CpC on puranijeans

(Value showed in the option vary according to location and the type of business)

After doing some examination and narrowing down your keywords, find out the greatest cost per click (CPC) you’re willing to spend. The more in demand a keyword is, the more you’ll need to spend (or offer) on it.

Do not simply follow keywords that are in demand, target ones you can bear and which will probably give you productive outcomes. Use keywords that are very specific to your product, for example, something related to the features that only your product has. 

Use the google keyword planner to estimate cost per click:

To get estimates in the Google Keyword Planner input any inquiry term that you should promote into the “product or service” field. If you have not done any keyword research yet, you can enter your site address into the landing page field to produce keyword ideas

3. Committed Landing Pages:

A common mistake many people make is people send all the traffic from the Pay Per Click(PPC) ads to the homepage. This common mistake can hinder your Google Ads campaign. 

At the point when you make a promotion in AdWords, ensure it goes to its devoted page on your site (not the home page). You need the client to have a charming encounter on your site so they make a buy. Taking them on your home page and surrendering it to them to explore your site to discover the thing they are keen on will prompt high expensive skip rates.

4. Optimize Negative Keywords:

One of the most useful assets available to you to guarantee the integrity of your Google Ads campaign is to utilize negative keywords.

Negative keywords let you prohibit search terms from your campaigns and help you center around the keywords that matter to your customer.

By telling Google what your product is not, you prevent your ads from showing on keyword searches that do not align with the customers you want.

This can help put your ad in front of interested users and increment your return on investment(ROI).

5. Always Fill Out All Available Ad Content:

Since its release in July 2016, Expanded Text Ads (ETAs) have substantially changed the world of Google Ads.

If you want better performance of your ads, make sure you fill out all available information fields. This includes the Heading, Display URL, Description.

  • Headlines: You can fill up to three headlines for your text ad where you can enter up to 30 characters each to promote your product or service. The headlines are separated by a vertical pipe (“|”) and may show differently based on the device used when viewing the ad.


  • Description: There are two fields, Description 1 and Description 2, for each of which you can use up to 90 characters. The Description boxes are the place where you highlight the details about your product or service.  Zero in on making this as significant as possible for what the client searched rather than dropping in everyday data about your brand or service.


  • Display URL: The display URL, usually in green, shows your website address. This display URL is made up of the domain from your final URL and the text in the optional ”Path” fields. These fields are designed to help people who see your ad get a better sense of where they’ll be taken when they click it. Your path text doesn’t have to match the exact language of your display URL. 


The Google Ads Help website provides helpful content on some good practices for writing successful text ads. You should have a look at that website for detailed information. 

6. Test and Learn to Analyze the Ads:

Before you make your advertisements on Google AdWords live, you ought to see how to follow the consequences of every one of your promoting efforts. On the off chance that you do NOT set up a following, you will lose quick information that can improve your endeavors. You will likewise be not able to recognize shortcomings in the mission and roll out vital improvements and upgrades. 

Try experimenting with different ads centered around the same keywords. Broadcast them at a given time and find which one gets the most sales and produce more sales. Keep the best promotions, and your click rate and quality score will increment, while your click per rate will go down.


A well-managed Google Ads campaign can thus help businesses to increase their revenue. Since Google charges you for each click on your ads, guarantee you take all the necessary steps to enhance the whole experience and drive conversions.

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