Google AdWords for Beginners and Startups — Startup Analytics

What is Google Adwords

Why should you choose Google Adwords?

Google Ads Ranking

  • Bidding: Maximum Cost per click: It refers to the maximum price you are willing to pay for each click on your ad.
  • 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.


Types of Ads



  • Text ads: The ads are identical in format to the text ads on the search network, but are these displayed across the network of partner websites.
  • 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.



  • Universal App campaigns: This format allows ads that encourage viewers to download and install apps to appear on the search network, Google Play store, YouTube and across the display network.
  • 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 Impressions (CPM): This bidding is solely based on impressions. This option is reserved for the Display Network and YouTube campaigns like TrueView and is not for use on the Search Network.
  2. 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.
  3. 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

Types of Campaigns

Why your ads might not be giving results

Some Tips to Note

Optimise for negative keywords

Bid on competitors’ names

Remove any ads that do not perform as expected

Use all your available space for text

Startups & Analytics

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Abhinav Unnam

Abhinav Unnam

Startups & Analytics

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