Google Ads

The Ultimate Guide to Google Ads Campaign Management

published on: 04.09.2019 last updated on: 09.06.2023

Are you planning to spend some amount on ads to get to your audience? You have to make sure that you are spending in the right place. You need a platform that has more than has 3.5 billion interactions daily, 246 unique visitors, and an ROI of 700%.

A platform like Google Ads will help you achieve the above objectives. It is among the most popular websites all over the world. Google Adwords has been around since October 2000 and was rebranded as Google Ads in 2018.

What are Google Ads?

Google Ads

Google Ads is one form of paid advertisement that falls under the pay-per-click marketing channel. The advertiser will pay per impression (CPM) or per click (CPC) on an ad. The best ads will attract more clicks and this will increase your chances of getting a new customer or lead.

Ads from this platform span several channels such as Blogger, YouTube, Google, and millions of the Google Network websites. Google has an expansive reach and there is a high possibility that you have seen a Google Ad.

Do Google Ads Work?

Recent research reveals that the click-through rate of Google Ads stands at 8%. Besides, display ads attract 180 million impressions every month. For the users who are prepared to purchase, Google Ads receive 65% of the total clicks.

43% of clients purchase a product they have seen on the YouTube platforms. The implication of this is that Google Ads work. If you have a lead flow and optimized ad, you will create a high return on investment from Google Ads.

Why You Need to Advertise on Google:

The Google Search Engine has the highest number of users. Currently, the platform attracts close to 3.5 search quarries every day. Google Ads have been around for over two decades giving it some authority in the field of paid advertisement.

People all over the world are using Google to ask questions. The answers come with organic results and paid advertisement. Google states that advertisers generate $8 for every $$1 that they spend on Google Ads.

One reason to motivate you to use Google Ads is that your competitors are doing the same. It helps several companies that don’t rank organically to get great ranking. If you use PPC in advertising your products and services, you should not leave behind Google Ads.

Why Google Ads Fail:

If you don’t succeed in Google Ads, you should not give up. You can learn from the mistakes that you make to improve your strategy. Some of the things that make Google Ads underperform include:

1. Broad Keyword Terms:

Broad Keyword

You have to get it right when dealing with keywords. Therefore, you must include tweaking and testing in your strategy. If you have broad keywords, Google may place your Ads in front on an incorrect audience. It will lead to higher expenditure on ads and fewer clicks.

Therefore, you need to review the keywords that generate clicks. Once you discover what is working, you need to adjust them to reflect what works for your target audience best. You may not get the right mix in the initial attempt. However, things will work as you continue tweaking and removing keywords.

2. Irrelevant Google Ads:

You cannot get clicks to justify your Google Ads if they don’t match the intent of the searcher. Your Ad copy and headline should match. Besides, your ad should offer a definite solution that the pain point that your searchers experience.

This combination will yield the desired results in a few tweaks. You can create multiple Google Ads for each campaign.

3. Low-Quality Score:

Quality Score

Google determines how your Google ads will rank using the quality score (QS). You will get a higher ranking if you have a better placement. If you have a low-quality score, you will get fewer eyeballs on your Google Ads and fewer conversion opportunities.

Google will give you your quality score all the time. However, the process of improving your score squarely lies in your hands. You can read more on this topic to know how to overcome it.

4. Poor Landing Pages:

Poor Landing Pages

Google Ads should not be the end of your efforts. It is also important to look at the user experience after each click. Pay close attention to what your users see after clicking on your ad. You need to optimize your landing page for conversion.

It means that your landing page should use the right keywords. An excellent page will solve the pain point of the users and provide answers to all their questions. Make sure that your users are experiencing a transition that is seamless all the way to conversion.

You need to find the best ways to set up, manage, and even optimize the Google Ads. Some of the actions that you take are specific to Google Ads. However, there are other actions that relate to PPC in general. You need all this information to run a successful Ad campaign.

i) AdRank:

Ad Rank

AdRank is the primary determinant of ad placement. You will rank better when you have a higher AdRank value. It means that more eyes will fall on your Google Ads hence increasing the chances of users clicking on it.

To determine the AdRank, you multiply the quality score by your maximum bid. It is a crucial element that you need to understand when dealing with Google Ads.

ii) Bidding:


Google Ads ride in a bidding system. The advertiser chooses the maximum bid amount he is willing to pay for a single click on your Google Ad. A higher bid will give you better placement. You can go for cost per engagement (CPE), cost per mille (CPM), or cost per click (CPC).

iii) Campaign Types:

You need to choose between three campaign types before starting a paid campaign. These include search ads, display ads, and video ads. It is good to learn about each of them to be able to make an informed decision.

iv) Click-Through Rate:


The CTR refers to the total number of clicks your Google Ads get as a fraction of the views the ads get. A high CTR is an indication of high-quality ads that match relevant keywords and search intent.

v) Conversion Rate:

CVR measures the form submission as a fraction of the total visits on the landing page. To speak simplistically, a high CVR implies that the landing page offers a seamless user experience that matches what the ad promises.

vi) Display Network:

The display of Google Ads can either be on a webpage or search results pages. Google Display Network is a network of sites that enables space on the pages for the Google Ads.

The ads can either be image ads or text-based and are displayed alongside the content that is relevant to the target audience. The most popular Display ads options are app campaigns and Google shopping.

vii) Extensions:

Ad extensions enable users to supplement their ads with more information at no extra cost. The extensions fall under five categories: App, Offer, Location, Call, and Sitelink. Users will always type a query in the search field.

viii) Keywords:

Google Ads keywords

The search engine displays a broad range of results depending on the intention of the searcher. Keywords are phrases or words that align with the intent of the searcher. You choose keywords depending on the search queries you wish to attract.

You have to make sure that you target the right keywords for your Google Ads. If you have keywords that you don’t wish to rank, we call them negative keywords. These phrases could be related to your niche but all outside your target.

Read More: Keyword Research for SEO: The Ultimate Guide

ix) PPC:


Pay-per-click is a form of advertisement that allows advertisers to pay for every click on the Ad. There are several types of PPC but Google Ads are the most in paid campaigns. It is good to understand the pros and cons of PPC before you launch your initial campaign.

x) Quality Score (QS):

QS Uses past SERP performance, landing page quality, and click-through rate to measure the quality of your Google Ads. It also uses the relevance of your keywords to make this calculation. It is the primary determinant of the AdRank.

How Google Ads Work:

Google Ads will display your ad to your potential customers and leads who have interest in your products and services. The advertiser will bid on various keywords and search terms. The person who wins on that bid appears on the top of the SERPs, relevant websites, and YouTube videos.

It all depends on the type of Google ad campaign that you choose. Several factors influence your ability to create high-performing and effective Google Ads.

The first one is AdRank and quality score which determines the placement of your Google Ads. The relevance and quality of your ad will determine your score. You have to make sure that the ad matches the intent of the searcher.

The first way of deducing this element is the relevance of keywords. The CTA and ad copy must deliver what the searchers expect from the search. Also, make sure that your landing page has an excellent user experience.

When handling Google ad campaigns, focus more on the QS before even increasing the bid amount. High QS turns into low acquisition costs and better placement.

The three ad campaign types include video, display, and search. You should understand how each of the three works and choose one.

After setting up Google Ads, you have to select a geographical location where the ads will show. If you own a brick and motor store, it could be near that place. For ecommerce stores, choose the various places where you ship your products.

If you ship your products or services globally, you won’t have any limits. Location settings have a critical role to play and you need to choose it wisely.

Keywords are also crucial elements of paid ads like is when dealing with paid ads. These phrases should much the intention of the searcher as much as possible. Google uses these words to match search quarries with ads.

Each ad should target a certain set of keywords. Goodge used different types of matches. These comprises of broad match, modified broad match, phrase match, and exact match. You will choose one depending on the type of audience that you are targeting.

The other crucial element is the headline and description. Make sure you also craft them to reflect the user’s intent. Don’t forget to use ad extensions when using Google Ads.

These extensions will give you additional information at no cost. It also helps you to interact with your ad. The categories of these ads include Sitelink extensions, call extensions, location extensions, offer extensions, and app extensions.

When setting up Google ads, you need to link Google Analytics and add UTM codes. The next step is setting up conversion tracking.

When it comes to Google ads bidding, there are two main strategies. You can either go for manual or automated bidding. There are several tips that will help you to optimize your Google Ads. Visibility has to go hand and hand with the CTR and conversions.


Google ads are among the most effective PPC strategies in the market to achieve success with Google Ads in Brisbane. You should refine the above tips to match your unique marketing needs. The strategy is effective as long as you implement it in the right manner.

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Tags click-through rate CPC CPM CTR Google Ads Google Adwords PPC PPC strategy
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Rashmi Chaudhuri a passionate traveler and the natural beauty trends concerning the professional content writer. She loves writing about beauty, travel, animals, sports, and health. She is a freelance writer who loves to write SEO-friendly contents about these topics with expert writing skills.

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