Google AdWords for Beginners and Startups — Startup Analytics

What is Google Adwords

Google AdWords is an online advertising service to help marketers reach their customers instantly. Google Ads is an effective way to drive qualified traffic, or good leads, to your business while they’re searching for products and services similar to those which your business has to offer. Great advantages come with advertising on Google Ads. This includes boosting your website traffic, receiving more phone calls, and increasing your in-store visits(in case you have one).

Why should you choose Google Adwords?

People nearly search about 3.5 billion search queries a day, making Google the most used search engine. The Google Ads stage has been around for almost twenty years. This gives it some status in the territory of paid advertising.

Google Ads Ranking

How Google decides which ad to rank first as there might be so many businesses like yours. Let’s know about Google Ranking Algorithm in detail and how you can outrank your competitors.

  • Relevance: Quality Score: It is Google’s rating of the quality and relevance of both your keywords and PPC ads. It is determined by various factors such as observing landing page or keywords used in ads.


So by this, you understand that Ad Rank clearly depends on both of the factors: Max Bid and Quality Score. Suppose an advertiser is willing to pay more than anyone. However, if its Quality Score is low, Google will not allow that in the ranking competition. You need to find the balance between the two when you know you cannot beat the competitors quality score.

Types of Ads


There are different types of ad formats to choose from. It may include the Google Search Network, the Google Display Network, and the YouTube Network. Google Ads allows you to create and share well-timed ads (via both mobile and desktop) among your target audience.


You must have noticed these Ads while surfing some random website. They are placed like banners with different dimensions which might be an image or video format. These are referred to as Display ads.

  • Image ads: This is a more eye-catching ad type, allowing you to use images on the display network to get people to click through to your website.
  • Responsive ads: Responsive ads are similar to image ads, but have interactive elements and animations that make them more eye-catching and interactive.
  • Video ads: This is similar to Responsive ads, but a video can be embedded to play directly within it. (Don’t confuse these with Video campaigns as those specifically for YouTube while these are not)


  • TrueView in-stream ads: Ads that appear before, during and after other YouTube videos, and are skippable after five seconds of viewing.
  • TrueView video discovery ads: Ads that appear on YouTube search results, next to related YouTube videos and on the mobile YouTube homepage, with advertisers charged only when viewers click through to watch.
  • Bumper ads: These ads appear before, during or after other videos on YouTube and partner sites, but are a maximum of six seconds in duration and cannot be skipped by viewers.


If your business is more aligned to that of a retailer, this ad type would make more sense for you. They appear at the top of the search page and display various products with images. This ad type helps to redirect and increase traffic to your website and is helpful in generating quality leads as well as increasing your conversions.


This campaign is helpful for businesses with a mobile app. Here, you can promote your mobile app across networks like search, PlayStore, Display & YouTube. AdWords uses ad text ideas and other assets right from your app store listings. All you need to do is provide some text, a budget. and a starting bid. By accessing all this information, Google designs a variety of ads in different formats on its very own.

  • Call-only ads: They simply require a display URL, business name and two lines of descriptive text, but the headline is replaced by a phone number, encouraging searchers on smartphones to call the business, rather than visit their website.

Different Types of Bidding

  1. If you want customers to take direct action on your site, and you’re using conversion tracking, then it may be best to focus on conversions and Smart Bidding lets you do that.
  2. If you want to generate traffic to your website, focusing on clicks could be ideal for you. Cost-per-click (CPC) bidding may be right for your campaign.
  3. If you want to increase brand awareness by focusing on impressions maybe your strategy. You can use cost-per-thousand viewable impressions (vCPM) bidding to put your message in front of customers.
  4. In case you run video ads and want to increase views or interactions with your ads, you can use cost-per-view (CPV) or cost-per-thousand-impressions (CPM) bidding.
  5. If you run video ads and your goal is to increase product or brand consideration you can use cost per view (CPV).
  1. Cost Per Thousand Viewable Impressions (vCPM): vCPM bidding is a tactic of manual bidding best reserved for brand awareness campaigns. Again, like CPM bidding, it is reserved for the Display Network. Basically, you are mentioning to Google how much maximum cost you are willing to pay per a viewable 1,000 impressions.
  2. Cost-per-view bidding (CPV): is strictly reserved for video advertising on Google Ads, and can be used on the TrueView video platform. Using CPV bidding, you pay for video views or interactions. A “view” is determined by how long someone watches your video ad for, otherwise known as the duration. Interactions on the TrueView platform could be a call to action clicks, overlay clicks, cards or companion banners.

Important Bidding Strategies

  1. Keywords: You really need to get your keywords utmost right and spend a really good amount on adding, removing, and tweaking keywords until you can see a better response. If your keywords are too broad, Google will be placing your ad in front of the wrong audience which means fewer clicks and a higher ad spend.
  2. Irrelevant Ads: If your ad doesn’t match the searcher’s intent, you won’t get enough clicks to justify your ad spend. Make sure your headline and ad copy match the keywords you’re bidding on because that is what convinces the user to click your ad.
  3. Quality Score: Google calculates your Quality Score (QS) to determine how your ad should rank or place. The higher you rank, the better will be your placements. If your quality score is low, you’ll have lesser visibility on your ad leading to decreased chances to convert.
  4. Landing Page: This aspect is often ignored and people forget to realise that Google not only views your ads performance but also analyses user experience after clicking an ad. If Google finds out that people are exiting your website too early, they will rank you as less relevant. Your landing page should always be optimised for the keywords in the ad.

‘Cost per’ Bidding Strategies

Here are other manual bidding strategies that are mostly focused on ‘cost per’ different aspects and are best if you know your budget and commercials.

Types of Campaigns

Google offers you two types of campaigns to run your ads. If you are not so familiar and still exploring out Adwords, Smart Campaign is the one you should go for and if you are looking out for more manual optimisation, Expert Mode is for you.

Why your ads might not be giving results

There might be instances when you might not be getting desired results from your ads. Although there are many reasons why your Google Ads could not be performing, we’ll cover some common mistakes to look out for.

Some Tips to Note

Optimise for negative keywords

Negative keywords are the words that you do not want your ad to appear for. For example, there are common negative keyword lists that include terms like, “free” or “jobs”. These terms indicate that the searcher is very likely to find a free version of the product or service you sell or that the person wants to find jobs in your industry. Neither one of these situations will bring you, customers.

Bid on competitors’ names

Ever wondered you could benefit from your competitors in any way? Yes, you heard that right, this one is actually a good yet sly trick to reach more potential customers through your competitors’ listing.

Remove any ads that do not perform as expected

Remember that you want to keep your ad groups as tightly controlled as possible. You do not want to have keywords taking up space and potentially draining your budget that does not perform as expected.

Use all your available space for text

Google offers several different fields for the posting of relevant content. Using all of the available space will help you give the optimal picture of your product or service and also offers the option to include variations of targeted keywords you want to use.



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