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What, Why, and How to Start Google Ads

Today, we are going to talk about google ads basic knowledge. It’s common to say it, because there are numerous information we can read on the internet. But why do I persist in emphasizing them again?

The answer is, the necessary.

When I look back from the first time I learn to do marketing with google ads, I find out that I ignore the crucial part, that is “what, why, and how.” At that time, I only knew how to work with agency, tell them the product keywords, and write ads copy.

So I am afraid you guys might make similar mistakes.

We need to take a full insight into its fundamental, whether you are a nonskilled ads manager or you are the marketer leader. Thus, we will understand better how to take use of it to match our marketing plan and goals, instead of rushing to sign up an account and launch ads.

In this article, I summarize 3 tips before you getting started with google ads.  

Google Ads (formerly called as Google Adwords) is a paid advertising platform, where the advertiser pays per click (PPC) or per impression (CPM) to promote products or services, driving customers to visit their websites/apps and then customers will take some actions like fill out form, send an email, or give you a call, or download your apps.

The ads can be displayed on Google Search, YouTube, and other site across the web –also appear from including Google search partners and Google Display Network (over 200 million). The formats includes texts, images and video ads, which show up via both mobile and PC, table.

You can manage ads from anywhere, anytime with your own google accounts. There are smartphone-Google Ads app and web login for you to adjust budgets, targeting locations, time, devices, and start or stop your ads.

What are the ads campaign types?

There are seven different types you can choose based on your marketing goals:

  • Search (Keyword text ads on Google search results);

  • Display (image ads on websites, YouTube, apps);

  • Video (video ads on YouTube);

  • Leads Discovery ( image ads on Gmail, YouTube);

  • PMAX (performance max campaigns, latest rolled out);

  • Shopping ads (product listing ads).

  • App Ads (Google Play Platform, Search Network, etc )

Search ads: Text ads on search results

Search ads is one of the most common campaigns people use. When someone search keywords or phrases relevant to your products or services, these text ads will appear at the top of the SERP.

  • It’s kind of highly specific targeting people who are interested in your products or services, because they are actively searching. When you want to boost sales, leads quickly.

Ex. When you search “laser cutting machine”, there are four text ads on the top/ bottom of results page. They contains title, description, website link, extensions, extra information, and lead from, phone numbers.

Display campaigns: Image ads on websites such as YouTube, millions of websites, apps.

  • It’s perfect for brand awareness and consideration, just create memorable ads to reach target people beyond search results while they’re browsing websites and apps.

Video campaigns: Video ads on YouTube

Formally video ads are in 6s, 15s, 30s. they will show on YouTube channel when customers are watching videos.

Choose Video ads better for:

  • Boost awareness and consideration

  • Get Sales and leads with action-focused video ads.

  • Target people beyond search results while they’re on YouTube.

Discovery campaigns: Image ads on YouTube, Gmail

Choose discovery ads better for:

  • Boost awareness and consideration

  • Get Sales and leads with action-focused video ads.

  • Target people beyond search results while they’re on Gmail.

App campaigns: Promote your app on many channels

App campaigns help you Drive installs, engagements, and signups for your app on mobile devices.

It uses information from your app to automatically optimize ads across Search, Play, YouTube, Discover, and over 3 million sites and apps.

PMAX campaigns

It’s the latest ads type launched by Google in 2022.

Your ads will be automatically optimized to appear across Search, Display, Google Maps, and YouTube.

Shopping campaigns: Product listings on Google

It appears on search results and the Google Shopping tab. if you want to sell your product online, Shopping ads is your idea choice.

Shopping campaigns: Product listings on Google

It appears on search results and the Google Shopping tab. if you want to sell your product online, Shopping ads is your idea choice.

If someone ask me what impress me the most on Google ads? I will say it works like magic. Usually, B2B business takes at least 4 months to close, not to mention to scale the scope. But now, grow your sales business in a short time like in two or three months becomes easy with Google ads.

As you know, Google accounts for 92.47% of the global search market, which undoubtedly is the largest market share. And from the Google report, of the top 5 sources used, 80% are digital marketing along with 36% (in Small and mid-size businesses) are the search engines.

Yes, Google is the ideal PARTNER to support B2B players with the best in class digital marketing solutions to drive sustainable business sales.

Given as an example, the company I‘m working for, with Google ads acceleration campaigns, it has achieved surprising results in 2021:

  • MQLs (marketing qualified leads) from Google ads held for 60% of total digital marketing sales leads, an increase of 567% than the previous year.

  • Sales qualified leads (users who are ready to buy) are over 1,200, three times as much as 2020.

  • 54% sales growth in a year, which is the largest increase rate among the last three years.

See, Google can help you realize brand awareness, get marketing qualified leads, acquire sales qualified leads and boost sales quickly with online ads.

Creating an effective Google Ads campaign can be difficult, but there are tips and strategies to maximize its results. Learn to use Google Ads effectively.

Step1. Create your Google Ads account.

Go to the Google Ads page “”, as below image, click the blue "get started" button. Select the email you want to register under. If you have an Gmail, use this email address.

Note: Both of business or personnel can sign up an account and give access to other people. No need to be created by agency.

Step2. Knowing the ads policy.

Make sure your ads and products are align with the policies listed. Most ads you can run on google, but with certain limitations. For example, the company does not allow ads that lead to Alcohol, Games & Gambling, Healthcare Drugs, Financial Services.

View here for detail.

Step3. Login to create your first ads campaign.

Once you have an ads account, use your email to login, click the”+” create a new ads.

You’ll see google ask what results you want. Let’s take “search” for example.

If we want to get leads and offer conversion by encouraging customers to take action, you should choose “Leads” as the objective.


And then, Use these conversion goals to improve Leads.

Conversion goals labeled as account default will use data from all of your campaigns to improve your bid strategy and campaign performance, even if they don't seem directly related to Leads.

This step helps customize your campaign setup to focus on settings and features that can help you get the customer actions that matter most to your business. 

Budget and bidding

Select the budget and bidding options that work best for your goals

Step 4. Conversion tracking settings.

It’s a necessary part to set up conversion tracking for your website and ads, tracking customer’s actions from clicking ads to your website, thus you will know how many sales are generated by Google ads, and properly optimize PPC campaigns.

Here for the instructions.

From my point view, there are indeed at least three situations for the tracking settings. Mostly documents are just informed one type. I will explain in the following days.

4. Performance Measurement

To evaluate your ads performance, you should have a basic understanding of metrics:

  • Impression, clicks, Click-Through-Rate, CTR, Cost Per Click, Cost Per conversion, Conversion, cost, total sales.

  • ROAS: (Return from advertising / Cost of advertising) * 100. Usually, less than 100% means your ads performance need to be optimized.

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