How to Use Google Ads in [2023] | Tips and Best Practices 

How To Use Google Ads

Google Ads has become a vital tool for companies and marketers to increase visibility and connect with their target market. Google receives billions of searches daily, making it an excellent resource for reaching potential clients, generating traffic, and increasing conversion rates.

This guide will provide you with the knowledge and strategies to fully utilise the potential of this powerful advertising platform, whether you’re new to Google Ads or want to improve your current campaigns.

We will walk you through key ideas and give you Google Adwords tips and tricks that will enable you to develop successful advertisements, target your audience and enhance your campaigns. 

If you’re advertising an online store, generating leads, or raising brand awareness, then learning how to use Google Ads can improve your online presence. For more guides and services like this, check out Digital Estate’s SEO packages

An Overview of Google Ads 

Google Ads, formerly Google AdWords, is a widely recognised internet advertising business. It uses an auction-based strategy where marketers bid on particular keywords associated with their goods or services. 

When consumers search for these terms, Google displays the ad that meets the chosen parameters, giving businesses a potent approach to connect with their target market. 

Google’s search results pages, websites, mobile applications, and several other digital platforms all across the internet allow marketers to display their adverts.

Google Ads is a must-have tool for online businesses looking to increase their online presence, drive traffic, and meet their marketing goals because it gives advertisers extensive targeting options, fine-grained control over budgeting, and comprehensive performance analytics.

How Do Google Ads Work For A Successful Marketing Strategy 

For many online entrepreneurs, Google ads are indispensable in their digital marketing toolbox. Here are some reasons why Google Ads is vital to your marketing strategy. 

  1. With billions of daily searches, Google is the world’s most widely used search engine. Companies can use Google Ads to reach this enormous audience and guarantee prospective clients see their goods or services.
  1. Advertisers can target particular demographics using Google Ads’ extensive selection of targeting options. 
  1. Google advertisements use a PPC model, meaning marketers only have to pay when customers click on their adverts. 
  1. Google Ads gives marketers full control over their expenditures by allowing them to define daily budgets. You can adjust the amount you spend on advertising to match your financial resources and objectives.
  1. Google Ads gives advertisers thorough performance metrics and analytics to instantaneously monitor their campaigns’ effectiveness. 
  1. Various ad forms are available with Google advertisements due to their ability to experiment with multiple formats and modify their techniques according to their target market and campaign objectives.
  1. Google Ads generates visibility and traffic right away. Your ads can show on Google search results shortly, hastening the process of contacting prospective buyers.
  1. Your brand appearing in Google search results can enhance brand visibility and recognition, even if consumers don’t click on your commercials. 

Google Adwords Tips And Tricks: How It Works 

If you’re looking for ways on how to use Google Ads, you should know that Google AdWords can increase your brand awareness by 80%. It uses an auction-based system that lets marketers place bids on particular keywords or placements to display their adverts to a specified audience. The steps on how to use Google Adwords are as follows:

  1. Start by creating a new campaign in your Google Ads account. Define the campaign objectives like increasing website traffic, generating leads, or increasing sales, target audience demographics and daily spending.
  1. Choose keywords for your search campaigns to display your ads when people enter terms in the Google search bar. 
  1. Develop compelling ads consistent with your specified campaign objectives and keywords. A headline, ad copy, and a call to action are the usual elements of each advertisement. 
  1. Bid management sets the maximum price for a click on your ad. Google combines the bid and other parameters to calculate an ad’s Ad Rank, which affects your ad position and the chances of being shown.
  1. A real-time ad auction occurs whenever a user conducts a Google search or visits a website that is a part of Google’s display network. Google ranking factors consider several variables to choose which advertisements are displayed and in what sequence.
  1. You can target particular audiences based on variables, including search terms, demographics, interests, websites visited, and previous engagement with the advertiser’s site.
  1. The level of rivalries in the auction and the advertiser’s bid determine the price of an ad click. The price may vary depending on the number of goals you include in your PPC model. 
  1. Google Ads offers thorough performance analytics to track your campaigns’ success. You can make informed optimisation decisions by looking at metrics like clicks, impressions, click-through rates, conversion rates, and return on ad spend.

6-Part Guide On How To Use Google Ads Effectively  

Effectively Using Google Ads

Increasing website traffic, targeting your intended market and improving your brand awareness are all possible with Google Ads. According to statistics, 63% of internet users click on Google Ads, so don’t skip them! 

Check out Digital Estate’s blogs if you want to learn more about how to use Google Ads successfully. But here is a quick overview to get you started. 

Part 1: Setting Up a Google Ads Account

The first part of learning how to use Google Ads is by starting with your Google Adwords marketing, which is a straightforward process that lays the foundation for your online advertising campaigns. To get started, follow these steps:

  1. Go to the Google Ads website and click on “Get Started.” From there, sign in to your Google account (Google Ad tip: use a dedicated business email address).
  1. Start with the campaign creation and select the campaign objective you want to achieve.
  2. Next, provide essential details for your account, including your business name, website URL, and the currency you wish to use for billing purposes.
  1. Google Ads offers different account types. Smart campaigns may be ideal, as they utilise Google’s machine learning to optimise ads automatically. On the other hand, Standard campaigns provide more control over settings and targeting for experienced advertisers.
  1. Enter your billing details to set up your payment method. Depending on your country and account type, Google Ads allows various payment options, such as credit cards, debit cards, and bank transfers.
  1. Google Ads may require verification of your account through a phone number or email to ensure security and prevent misuse.
  1. Google Ads may require verification of your account through a phone number or email to ensure security and prevent misuse.

You can personalise your Google Ads account to meet your business needs and improve your campaigns for success by following these instructions and exploring the various account settings.

Part 2: Conducting Keyword Research

Conducting keyword research is the first step of an effective Google Ads campaign. 

Make a list of keywords relating to your company’s offerings to start the process. Use Google’s Keyword Planner tool to investigate search volumes, competition, and proposed bid levels for each term. 

Strive to find a good mix between broad, highly competitive keywords with huge search volumes and more targeted, long-tail keywords. You can improve your ad targeting, raise the possibility that your ad is seen, and eventually bring better traffic to your website by doing thorough keyword research, which will maximise the return on your Google Ads expenses.

(Pro tip: You can consider other keyword research tools such as SEMrush, Moz and Ahrefs.) 

Maximise your keyword research with these tips: 

  • Consider using customer surveys, competitive research, and website analytics to learn essential details about your audience’s preferences.
  • Use Google Keyword Planner to research keyword suggestions, search volumes, and degrees of competition. 
  • Arrange your keywords logically based on their relevancy and intent. This grouping will help develop more focused advertising campaigns that match user search queries.
  • You can enhance your ad targeting by using negative keywords. You can guarantee that your advertising money is spent on clicks from users interested in your products or services.
  • Conducting keyword research is a continuous process. Keep an eye on the effectiveness of the keywords you’ve chosen regularly and make data-driven improvements. 

Part 3: Creating Effective Ad Campaigns

Efficient ad campaigns in Google Ads involve careful planning and strategic execution. Establishing specific advertising goals and comprehending the wants and preferences of your target audience are good places to start. Conduct extensive keyword research to find highly effective and pertinent terms that match your product or service offers. 

Create effective advertisements emphasising unique selling aspects and motivating users to act. Use ad extensions to extend the information in your ads and make them more visible. Test several ad variations and monitor performance metrics to identify the most effective ads and enhance your campaigns.

Create effective with these Google Ads best practices:  

  • Ensure your ad is concise and easy to understand. Utilise compelling and action-oriented language to convey the value of your product or service. 
  • Know your USPs and showcase them in your ad copies. Examples of USPs are free shipping, discounts, exclusive features, or first-rate customer service.
  • Incorporate your target keywords to tailor your ad copy to people’s search queries. Users are likelier to click on your ad when they recognise their search phrases.
  • Make sure your ad design aligns with your brand image by matching it to your branding. 
  • A/B testing (split testing) is an essential strategy in Google Ads. Continually improve your ad copy and design using the knowledge you’ve gathered from these tests.

Combining these tips with  SEO best practices, allows you to maximise your advertising efforts and ensure you dominate the search engine results pages. 

Part 4: Optimising Your Campaigns

Google Ads campaign optimisation is crucial for your advertising campaigns to be as effective as possible. Review your campaigns’ performance indicators regularly, paying particular attention to click-through rates, conversion rates, and return on ad spend. 

Make data-driven modifications to underperforming keywords, advertising, or audience segments to increase efficiency. You can utilise ad scheduling to display your adverts when your intended demographic is most active. Use bid modifications based on location, demographics, or device types to concentrate your money on segments with strong conversion rates. 

To find the most effective combinations, continually test various ad variations, landing pages, and calls to action. Update your keyword list frequently, adding fresh, relevant terms and negative keywords to improve ad targeting. 

Here are Google AdWords tips for ad targeting, bidding, and budgeting.

Ad Targeting:

  • Conduct in-depth market research to determine your target audience’s demographics, interests, behaviours, and difficulties. 
  • Utilise audience segmentation by using Google Ads‘ audience targeting options to divide your audience into different groups according to factors like demographics, interests, and browsing habits. 
  • Run remarketing ads to get back website visitors who left without making a purchase. Remarketing can enhance conversion rates by bringing your brand and services back to the attention of potential customers.


  • Choose your bid strategy following your campaign’s objectives, financial constraints, and preferred return on investment. Don’t overbid and gradually improve bids based on performance information.
  • Consider adopting Google’s automated bidding techniques based on past performance and machine learning algorithms to optimise bids.  
  • Use bid adjustments to alter your bids based on the audience, device, location, time of day, or other factors to ensure they fit best. 


  • Set a reasonable daily or monthly spending limit based on your advertising objectives and available resources. Ensure your budget is appropriate and in line with the ROI you anticipate.
  • Distribute your funding among several campaigns following their effectiveness and priority. Give top-performing campaigns extra funding so they can produce the best results.
  • Constantly monitor your advertising budget and campaign results. If necessary, alter the budget to benefit from successful campaigns and divert funds from unsuccessful ones.

Digital Estate also offers Facebook advertising services if you want to extend your advertisements to social media and reach more people. 

Part 5: Tracking and Analysing Your Campaigns

Tracking and analysis are vital in increasing your campaigns’ efficiency and return on investment in Google Ads. A wide range of performance indicators are available in Google Ads to help you assess the effectiveness of your campaigns. 

Use conversion tracking to link certain advertising or keywords to specific activities, like purchases or form submissions, and analyse your data. With this information, you can optimise your campaigns, spend your money intelligently, and enhance ad targeting to obtain better results from your Google Ads.

Here are five tips to track your campaign performance efficiently:  

  • Regularly review and analyse essential performance indicators like clicks, impressions, click-through rates, conversion rates, and cost per conversion.
  • Take advantage of Google Ads’ reporting tools to segment and filter your data. This will help you understand how different components of your campaigns perform based on audience, location, device, or time of day. 
  • Make your reports by concentrating on the indicators that support your objectives. Create distinctive reports highlighting the KPIs relevant to your goals and provide the information stakeholders can readily grasp.
  • Utilise the automated reporting and alert options in Google Ads to stay informed about the effectiveness of your campaign.
  • Examine the outcomes of your campaign at different timescales. You can use this to find seasonal trends, pinpoint problem areas, and evaluate the results of optimisations or other adjustments you’ve made. 

Get Started With Google Ads Today!  

Businesses can make the most of Google Ads by understanding its features, following recommended practices, and using innovative strategies. To effectively reach your target audience and drive valuable website traffic, create engaging ad campaigns, conduct thorough keyword research, and maintain a well-organised account.

With its unmatched reach, precise targeting options, and measurable results, Google Ads remains a powerful tool for businesses seeking success in the ever-changing digital market. By following this guide’s advice and best practices, advertisers can unlock Google Ads’ full potential and establish themselves as industry leaders. 

Embrace the opportunities offered by Google Ads in the competitive world of digital advertising and witness your online presence thrive, delivering exceptional results for your company.

Need help with your advertisements? Contact us today!

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