How to post ads on Google: A Quick Guide
If you have ever wondered, or you are currently trying to figure out how to post ads in Google, then fear no more! Welcome to Google Ads PPC 101; a quick peek down the vast rabbit-hole that is Google Ads.
Published on Wed, 26 May-2021
Category: Google Ads

What is Google Ads PPC, and how does it work?

PPC is an acronym for Pay-Per-Click. There are several different PPC ad networks, including Google Ads, Youtube, Facebook, Instagram, etc. While they have distinct features and benefits, they all work according to the same basic principle – PPC.

In its stripped-down, bare-bones form, PPC ad network systems are basically online auctioneers. These auctions happen behind the search engine scenes, with clients bidding for top advertising spots on a search engine results page (SERP). If a user searches for a particular product or service they need, the PPC algorithm runs the virtual bid in a split second and determines who gets the top spot. The honour usually goes to the advertiser who’s willing to pay top dollar. Although many other factors also play a role.

There is something about PPC that makes it really amazing though. I’ll give you a hint: The name says it all. With old-school advertising, you pay for your advertisement to appear in the printed press and you have absolutely no guarantee that anyone will even give it 5 seconds worth of eyeball time. On the other hand, with PPC you don’t pay a cent for your advertisement to appear on a SERP! You only get charged when someone actually clicks on your ad and lands on your website. Beautiful, isn’t it?

Done with starters, on to the main course

Now that you have a basic understanding of what PPC means, let’s get back to the original question – how to post online ads on Google.

The first thing you need to do is to define the goal of your online advertising campaign. If you have an online store, you obviously want to advertise and sell more of your products. This is called an eCommerce site. Or, let’s say you are a wedding photographer that showcases your beautiful work and unique packages on your custom made website. You obviously want as many new visitors to your website as possible, with potential new clients getting in touch with you via a contact form, a direct email to your inbox, or a telephone call. This is what’s called a lead-generation site.

With your goal clearly defined, you’re ready to create a new Google Ads PPC account. Once you are done creating your account, you can start with your very first advertising campaign. The process is fairly easy and big brother Google will guide you along every step of the way. Take your time, and don’t be afraid to hover over the little question marks that are conveniently scattered all along the setup process. They will further explain terms or concepts that you won’t be familiar with as a first-time advertiser.

Campaigns, Ad Groups and Ads

The basic building blocks of the Google Ads PPC system are campaigns, ad groups, and finally the ads themselves. The ads are the actual ad copy (words), images, or even video clips that will tell internet users about your amazing service offering.

An AD GROUP is like a container that holds the ads for similar products or services. Let’s stick to our wedding photographer example. While wedding photography is your main thing, you are also getting more and more inquiries for Engagement shoots. In this case, it’s best if you have 2 different ad groups. One for Wedding photography, and one for engagement shoots, each with its own unique ads.

Finally, the AD CAMPAIGN is the “kind” of ad you want to put out there. Here are some of the different campaigns available to choose from:

  • Search: Someone searches for something specific on Google, and you create a text ad that will display on the SERP, competing for clicks right there on page 1.
  • Display: You create a visually stunning ad that Google displays to people who are currently in the market for the very product or service you have to offer. Make sure to set up your audience targeting correctly for this one.
  • Video: You get in touch with a brilliant voice-over artist. Next, you get a film crew and editor in to create a short video ad for you that you can show to millions of users on platforms like Youtube.
  • Shopping: This kind allows you to feed all your E-commerce store info to Google. Google then displays your products in a small banner right at the top of the SERP, alongside other similar products.

what’s the key takeaway?

It’s really not difficult for anyone to post ads on Google. The interface is simple and you really are guided every step of the way. The world of the Google Ads PPC platform is an incredibly powerful way to get instant traffic to your website and you can increase your revenue almost overnight. But remember – in the wise words of Uncle Ben – with great power comes great responsibility. As with any new skill, it will take time for you to learn the finer tricks in order to become a level 99 Google Ads warlock. So take it slow, start with a small budget, and be patient. Remember when you learned to ride a bike the first time?

Falling is inevitable, but what’s important is that you jump right back on and keep on pedalling! If you really don’t have the time or money to waste, you can always get a specialist on the job!

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