What is Google Ads
Google Ads is a platform where marketers or business owners can run ads, or in other words, promote their business on the Google search engine results page and the Google Display Network. In Google Ads, you can decide on your ad budget, who sees your ad (meaning your target audience), and where you want to show your ads. This means you can choose to show your ads on YouTube videos, on specific websites, etc. Therefore, it's a great way for businesses and individuals to promote their products and services on online websites to reach more people.
Importance of Google Ads
Imagine we are selling a mobile cover for iPhone and we create a website for this because we want to increase our profit and grow our business. Now, if we understand how Google Ads works, we can run different campaigns targeting people in our city who are exactly looking for a new mobile cover. For instance, if Nikita (a user) searches on Google for the 'best iPhone 13 back cover with a Marvel design,' and our website is shown at the top position, then there's a higher chance that Nikita will visit our website and buy the iPhone 13 back cover from us. What we understand from this is that we can achieve a conversion just by running ads on Google using Google Ads. That demonstrates the importance of Google Ads. Through Google, we can increase brand awareness, website traffic, conversions, and even foot traffic in a local store.
Understanding the Types of Google Ads
There are 9 types of Google Ads, each with its strengths and a specific set of rules that we must follow. The types of Google Ads are:
Search Ads: Best for promoting links related to user search queries.
Display Ads: Best for reaching users on websites they already visit.
Shopping Ads: Best for advertising physical inventory.
Video Ads: Best for engaging users visually.
App Ads: Best for promoting apps.
Discovery Ads: Best for finding purchase-ready users.
Local Services Ads: Best for generating local leads.
Performance Max: Best for setting and forgetting AI-driven campaigns.
Smart Ads: Best for goal-centered, cross-channel campaigns.
From these different types of Google Ads, we can create a strategy to promote our business and products. Let's take an example: if Nikita (a user) is looking for an iPhone back cover on Google and she clicks on a website link because we are in the top position on Google thanks to our search ads. Then, Nikita views our products but decides not to purchase them due to the price and leaves our website for another. At this point, she sees our display ad creative that offers a 20% discount on iPhone back covers. This ad is shown because of a display ad and our remarketing strategy for website visitors who did not make a purchase. Seeing our display ad, Nikita clicks on it, revisits our website, and makes a purchase of a mobile cover for her iPhone 13. That’s how we achieve success!
"Turn each click into a bond. Every search opens a path to new discoveries"
How to Set Up a Google Ads Account
Before setting up a Google Ads account, make sure you have a Gmail ID. This Gmail ID should be used to connect with your Google Analytics and Google Tag Manager accounts. It's beneficial to use one Gmail ID for all important tools as it simplifies linking and setting up conversions.
First Step to Setting Up a Google Ads Account:
Begin by searching for “Google Ads” in the search box. After doing so, you will see the official Google Ads website: https://ads.google.com/
Second Step to Setting Up a Google Ads Account:
After completing the first step, we arrive at a dashboard. Here, in the second step, we have 3 options: "Schedule a meeting," "Sign in," and "Start Now".
Schedule a meeting is an option where we can connect directly with the Google Ads expert support team. They will guide us through the process of creating a campaign and the entire Google Ads account setup process.
Sign in is an option for those who already have a Google Ads account. By signing in, you can directly log into your Google Ads account.
Start Now is an option for those new to Google Ads. If you have a Gmail ID but have not yet created a Google Ads account, then you should click on the "Start Now" option.
Third Step to Setting Up a Google Ads Account:
After clicking the "Start Now" option, we're taken to a screen that might look different based on whether you have existing accounts. Since I already have a few accounts, I see a screen where Google Ads gives me a choice to select a particular account.
If you're a new user, you will only see one option: "New Google Ads Account". You will then need to click on that option.
Fourth Step to Setting Up a Google Ads Account:
At this step, you'll encounter a screen presenting two options. You can either click on “Create your first campaign,” where you'll go through a few steps like adding business information, adding creatives, and setting up your budget and then your first campaign goes live.
Alternatively, you might choose the second option: “Not ready to create a campaign? Skip campaign creation.” I always suggest selecting this second option, especially for beginners. It’s often beneficial to become familiar with the dashboard and all the features of Google Ads before diving into campaign creation. That’s why here, I recommend choosing the “Not ready to create a campaign? Skip campaign creation” option.
Fifth Step to Setting Up a Google Ads Account:
After completing the fourth step, you will encounter a dashboard titled “Confirm your account settings.” Here, you are required to select your Billing country, Time zone, and Currency. You should fill in this information based on your country and time zone.
Next, you will see an option asking, “Want personalized guidance from a Google Ads expert by phone or messaging app?” I choose the NO option because I don’t currently need any expert guidance. However, you can select YES if you are facing any difficulties regarding the setup of your Google Ads account.
Sixth Step to Setting Up a Google Ads Account:
Congratulations, it's done! You have successfully set up a Google Ads account. In the image below, you'll notice in the top right corner a 10-digit Google Ad Account ID. This unique ID helps you identify your current or active account if you manage multiple accounts. Each time you set up a Google Ads account, you will be assigned a different 10-digit Google Ad Account ID. Now, you can access the Google Ads account dashboard.
Google is always testing and updating the Google Ads interface, so you might notice the dashboard's appearance can vary. Don't worry, though; Google Ads functions remain the same only the design is updated from time to time. Now, you are ready to set up your first Google Ads campaign.
Before proceeding, I personally advise beginners to familiarize themselves with the entire dashboard to get an idea of how Google Ads works.
Conclusion
In this blog, we've explored what Google Ads is and the importance of Google Ads. Additionally, we now understand the different types of Google Ads and how to set up a Google Ads account. I suggest creating a dummy Gmail ID to practice these steps for setting up a Google Ads account and to explore the Google Ads dashboard further. In the next blog, we will look into different metrics of Google Ads like CPC (Cost Per Click), impressions, conversion rate, etc. If you have any queries, feel free to comment below.