There are so many marketing tools and methods out there, so it can sometimes be hard to determine which is a good fit for you and your business – but, with the help of an adept Google Ads specialist and an in-depth checklist, you can’t go wrong when using Google Ads.

Google Ads is Google’s online marketing platform which helps you create online ads to reach audiences that are interested in the products and services you provide. This platform runs on a Pay-Per-Click (PPC) model, meaning you have to pay every time a visitor clicks your ad.

So, whether you work for a Google Ads company or a PPC agency, here’s a simple guide on everything you need to know about how to ‘do’ Google Ads.

Google Ads How-to “Do” Steps

Learn a Number of Key Terms & Phrases

Whether you’re researching if Google Ads are right for your business, or preparing to set up your first campaign, it’s important to get to grips with some key terms and phrases. These include:

  • Keywords – Keywords are the words or phrases that people type into Google on a regular basis, which then trigger your ad to appear on their devices. When you or your trusted PPC management set up any Google Ads campaign, you need to select a list of keywords that you think people might search for when they want to locate your product or service.
  • Bid/ Bidding – A bid is not so much a monetary value, but rather the maximum amount you want to spend when someone clicks on your ad. It’s important to get this figure right, or at least as close to what you want to spend as possible.
  • CPC (Cost-Per-Click) – Unlike a bid, CPC is the actual amount you pay when someone clicks on your ad. Your bid is simply a range within which your CPC may fall within.

So, if you can get a good handle on some of these key terms and phrases, then your Google Ads can certainly succeed in Google’s competitive search engine marketplace.

Organize Your Account

How you organize your account could, in fact, define how you go on to succeed in the future. Start by breaking down your products or services into solidly defined categories that have strict limitations, and then base your account structure on those.


  • High-level Campaigns – High-level campaigns should represent larger categories in your business. These ads should be your main products or services, or at least the largest components within your back catalog.
  • Low-level Campaigns – Low-level campaigns, on the other hand, represent a smaller, more specific range of products or services. In essence, these ads should encompass the more unique products in your arsenal.

Indeed, the more focussed, specific, and unique your ads are, the more people you can reach, whilst separating your products into high and low categories helps to spread your business more widely.

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