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In this guide, we discuss how Google Ads can help you connect with your target market and get more customers for your business!

Table of Contents

Whether you want to increase traffic and sales, build brand awareness, or get more leads and greater engagement, Google Ads is unrivalled in its reach, responsiveness and ROI.With most online searches happening on mobile, connecting with consumers requires a platform with multi-channel, multi-device reach. And that’s just what Google Ads has to offer: the ability to reach across all devices, including desktops, laptops, tablets and mobile.In the fast-paced world of digital marketing, staying ahead of the curve is crucial. This comprehensive guide delves into the latest in Google Ads, with a special focus on how changes in tracking and third-party data are reshaping advertising strategies.

What is Google Ads?

What exactly is Google Ads?

Google’s powerful online advertising program operates on a pay-per-click (PPC) model. This means you only incur charges when a user clicks on your ad. With Google managing a staggering 8.5 billion daily searches, the potential reach of Google Ads is unparalleled.

Whether your objectives revolve around boosting website sales, garnering service inquiries, or enhancing brand visibility and reach, Google Ads stands as the foremost platform, catering to the needs of both business owners and advertisers alike.

Why Invest in Google Ads for Your Business

Reach the Right Audience

Keywords are not the only way to reach your target audience with Google Ads. You can customize your campaign by keywords, location, language, demographics, interests, and more when running Google Ads. You can also use retargeting to retarget users who’ve previously shown an interest in your product or service. High-quality leads like this are a cost-effective way to spend your advertising budget and maximize ROI.

Connect with Customers At the Right Time

Online ads allow you to control when your ads are shown so you can reach customers when they’re most likely to make a purchase. For example, if you sell products only available during the holiday season, you can ensure that your ads are exclusively displayed.

Reach Customers on Any Device

Google Ads can appear on laptops, tablets, and smartphones, which means you can reach people no matter where they are.

Target Your Customers With Business-Relevant Search Terms

One of Google Ads’ best features is that you can target your ads to people searching for specific keywords to reach people who are already interested in what you offer. For example, if you sell shoes for women, you can target your ads to a user’s search, such as “women’s shoes” or “sneakers for women.”

Get Faster Results Than SEO

SEO is a long-term process with evergreen results, as it takes time to increase traffic and website rankings.

While we think SEO is integral to every digital marketing strategy, turn to Google Ads for immediate results. Because you’re not competing with organic search results, you can run multiple ads across the search network and quickly get your website in front of relevant users.

Increase Brand Awareness

Because Google is the first place people go to do research and ads are the very first thing they see, Google Ads is the best way to increase brand awareness and reach.

Effectively Monitor Your Success

The Google Ads platform has unparalleled analytics to measure your success. You can view clicks, impressions, traffic, and conversions. Google Ad reports also highlight leads and the best keywords and formats so you can adjust accordingly. It’s extremely flexible, too, as you choose the daily budget and can pause a campaign anytime.

Did we mention that Google Ads allows you to track your competitors’ performances and bids so you can analyse their strategy and pivot on the go?

The New Era of Tracking and Third-Party Data in 2024

PPC in a Cookie-Less World

Google Ads has always been a data-driven platform, but 2024 brings significant shifts:

Privacy-First Tracking

With increasing global data privacy regulations, Google Ads has moved towards more privacy-centric tracking methods. This means less reliance on individual tracking and more on aggregated, anonymized data.

Decline of Third-Party Cookies

The phasing out of third-party cookies has major implications for ad targeting and retargeting. Advertisers must now rely more on first-party data and contextual targeting.

Rise of First-Party Data

Businesses are encouraged to collect and use first-party data (data collected directly from their customers) to target ads effectively. This shift emphasizes the importance of building direct relationships with customers.

Adapting to Tracking Changes in Your Google Ads Strategies

To delve deeper into adapting your Google Ads strategies with the evolving tracking changes:

Leveraging Google’s Privacy Sandbox:

This technology aims to strike a balance between user privacy and targeted advertising. It uses aggregated data and machine-learning models to understand audience behaviour without compromising individual privacy. This approach enables advertisers to deliver relevant ads while adhering to stricter privacy norms.

Focusing on Contextual Advertising:

With limitations on personal data access, contextual advertising becomes more crucial. This method involves placing ads based on the content of the web page rather than user behaviour. For instance, sports equipment ads are shown on sports news websites. This approach aligns ads with relevant content, maintaining ad effectiveness without personal data.

Enhancing Customer Data Collection:

It is vital to encourage users to share their data directly, known as first-party data. This can be achieved through sign-ups, subscriptions, and loyalty programs. It allows businesses to gather valuable customer insights while ensuring transparency and consent in data collection.

Adopting Machine Learning for Predictive Analytics:

Using AI and machine learning algorithms to analyze first-party data helps predict consumer behaviour and preferences. This enables more accurate targeting and personalization of ads based on observed trends and patterns from the data collected, thus optimizing ad performance.

These strategies represent a shift towards more privacy-centric advertising while maintaining the efficacy of digital marketing campaigns.

How to Create Google Ads

Step-by-Step Google Ads Account & Ad Set-Up Guide

Follow this Google Ads guide to establish a successful campaign:

1. Set Up Your Google Ads Account

Creating a Google Ads account is free and only takes a few minutes. Ensure compliance with privacy norms while setting up your account. Once you’ve created your account, it’s time to set up your first campaign. A campaign is a group of ads that share the same budget, location, and other settings.

2. Choose a Campaign

When selecting a campaign type in Google Ads that are less reliant on third-party data, consider these options:

Search Ads:

Focused on keywords and user intent rather than user behaviour profiles. These campaigns target users based on the queries they type into Google search.

Contextual Display Campaigns:

These ads appear on relevant websites within the Google Display Network, targeting based on the website’s content rather than user data.

Shopping Campaigns:

Ideal for e-commerce businesses, these campaigns use product data from your Google Merchant Center to target users searching for similar products.


Video Campaigns (Contextual Targeting):

Running video ads on platforms like YouTube using contextual targeting focuses on the content of the video or channel, not user data.

Local Campaigns:

Great for businesses with physical locations, targeting users based on their geographic location rather than browsing behaviour.

These campaign types leverage more first-party and contextual data, aligning with the shift towards privacy-focused advertising strategies.

3. Set a Campaign Goal

Without goals, you won’t be able to measure your campaign’s success and make the necessary changes to improve your results. Some common goals include:

4. Complete Keyword Research

Keyword research is an integral part of creating a successful Google Ads campaign. When choosing keywords for your campaign, choose words relevant to your business that potential customers will likely use when searching for your product or service. You can use keyword research tools like the Google Keyword Planner to help you choose the right keywords for your campaign.

5. Set Your Location

You can choose a specific postcode, city, or region. This will depend on your business, i.e. if you’re a plumber in Sydney, you will want to focus on your travel area. You will want to cover a wider area if you’re a nationwide retailer. Ensure to update the location setting’ presence in or regularly in’. This segmentation allows for more precise targeting and messaging, enhancing the relevance and impact of your Google ads.

6. Get Bidding

Now that you have your budget, it’s time to bid. Google Ads offers several bidding strategies designed to optimize your campaigns. Here are some of the most common bidding strategies:

Now you have your budget, it’s time to bid. There are two bidding strategies on Google Ads:

  • Manual bidding: You tell Google your maximum cost-per-click for each keyword. You may pay less than this, but never more. 

  • Automatic bidding: This is when you hand control to Google and let it determine your maximum cost-per-click (CPC). You’ll want to monitor this closely to confirm the CPC.

7. Create a Budget

After you’ve set your campaign goals, you need to create a budget, which will determine how much you spend on your ads. You can set a daily budget or a total campaign budget. A daily budget is the amount you’re willing to spend on your ads each day, and the total campaign budget is the amount you’re willing to spend on your entire campaign. It’s essential to set a realistic budget for your campaigns. You don’t want to overspend on your ads, but you don’t want to underspend. If you underspend, your campaigns probably won’t be as successful.

Manual CPC (Cost-Per-Click) Bidding:

With this strategy, you manually set your maximum CPC for each keyword. While you might pay less than your maximum bid, you’ll never pay more. This approach provides more control over your spending, allowing you to adjust bids for specific keywords based on their performance.

Enhanced CPC (eCPC) Bidding:

This is a semi-automated strategy where you set your maximum CPC bids, and Google Ads can automatically adjust them to increase conversions. It uses historical data to adjust bids higher when they’re more likely to lead to conversions and lower when they’re less likely. It strikes a balance between manual control and automation.

Target CPA (Cost-Per-Acquisition) Bidding:

With this strategy, you set a target CPA, and Google Ads automatically adjusts your CPC bids to meet that target. It’s an excellent choice if your primary goal is to maximize conversions at a specific cost.

Target ROAS (Return on Ad Spend) Bidding:

This strategy focuses on achieving a specific return on ad spend. You set a target ROAS, and Google Ads automatically adjusts your bids to maximize revenue or conversion value while staying within that target.

Maximise Conversions Bidding:

If your primary goal is to get as many conversions as possible within your budget, you can choose this fully automated bidding strategy. Google Ads will automatically adjust your bids to maximize conversions while spending your entire budget.

Maximise Clicks Bidding:

This automated strategy aims to get as many clicks as possible within your daily budget. If your main goal is to drive traffic to your website without focusing on conversions, this could be a suitable choice.

Target Impression Share Bidding:

This strategy allows you to target a specific impression share percentage, representing the portion of times your ads appear concerning the total available impressions. You can choose between the absolute top of the page, top of the page, or anywhere on the page. Google Ads will adjust your bids to help you achieve your chosen impression share.

Manual CPV (Cost-Per-View) Bidding for Video Ads:

If you’re running video campaigns, you can set your maximum CPV manually. This bidding strategy applies to video ads on YouTube and Google Display Network.

Maximize Conversion Value Bidding:

For e-commerce businesses focused on revenue generation, this automated strategy aims to maximize the total conversion value within your budget. It’s a way to prioritize higher-value conversions.

Seasonality Adjustments:

Google Ads allows you to adjust your bidding for specific periods of the year when you expect higher or lower conversion rates due to seasonality. This helps you make the most of peak seasons. Choosing a bidding strategy that aligns with your campaign goals and budget is important. You may also consider testing different strategies to find the one that delivers the best results for your specific business objectives. Remember to monitor your campaigns regularly and adjust your bidding strategy as needed to optimize performance.

8. Create the Ad

We’ve included a few ad creation tips above. But to get you started, here are a few different ad types:

9. Set up Ad Groups

Ad groups in Google Ads are pivotal in refining targeting and structuring campaigns effectively. They allow you to categorize your ads by theme for more precise targeting and relevant ad delivery. For instance, if you’re running a shoe store, you can create separate ad groups for ‘Men’s Running Shoes’ and ‘Women’s Formal Shoes.’ Each group can have its own set of targeted keywords, specific ad texts, and landing pages that resonate with the respective audience.

Here’s a simplified example in a table format:

Ad Group NameTarget KeywordsTarget AudienceExample Ad Text
Men’s Running ShoesAthletic shoes, men’s trainersMen interested in sports“Discover Top Running Shoes for Men – Stay Fit!”
Women’s Formal ShoesWomen’s high heels, formal shoesWomen in professional settings“Elevate Your Style with Our Elegant Formal Shoes!”

Ad Group Name

Target Keywords

Men’s Running Shoes

Athletic shoes, men’s trainers

Women’s Formal Shoes

Women’s high heels, formal shoes


Target Audience

Example Ad Text

Men interested in sports

“Discover Top Running Shoes for Men – Stay Fit!”

Women in professional settings

“Elevate Your Style with Our Elegant Formal Shoes!”

This structure ensures that your ads are more relevant and appealing to the specific interests of different audience segments, potentially improving click-through rates and overall campaign performance.

10) Manage & Optimise Your Google Ads Campaigns

To make Google ads work for your business, you need to manage them to ensure they’re successful. You can monitor your campaign’s performance by looking at the metrics in your Google Ads account. Focus on metrics like the click-through rate (CTR), conversion rate, and cost-per-conversion.

How To Optimize Your Google Ads Campaigns

Here are some ways you can adjust and optimize your Google Ads campaign for maximum success:

Optimise for Mobile Devices

To optimise your campaign for mobile ads, ensure your landing page is mobile-friendly with a responsive design. This means it should automatically adjust to fit the screen size of various devices, offering a seamless user experience. Fast loading times, easy-to-click buttons, and minimal, scroll-friendly content are key to keeping mobile users engaged and reducing bounce rates.

Ad Optimisation

Some of the things you can do to improve your campaign’s performance include changing your ad text, adding negative keywords, and changing your bid amount.

Landing Page Optimisation

Your landing page is where potential customers land after they click on your ad campaigns. To ensure your landing page is effective, optimize it for conversions. Check out our landing page design tips, which include a strong headline, compelling copy, and a call to action.

Set Up Conversion Tracking

You need to track your conversions to make Google Ads work for your business. These are the actions potential customers take on your website, such as making a purchase or signing up for a newsletter. To track conversions, add a piece of code to your website called a “conversion tracking pixel,” which allows Google to track potential customers’ actions on your website.

Monitor Your Campaigns Regularly

To monitor your campaign’s success, we recommend checking its performance at least once weekly and making changes as needed.

Test Your Google Ads Campaigns

To make online ads work, you need to test different aspects of your campaign. This includes your ad text, keywords, and landing page to see what works best for your business. You can use Google Ads to improve your CTR, conversion rate, and cost-per-conversion by testing different elements of your Google Ads campaign.

Get Started With Google Ads Today

Google Ads offers a powerful gateway to reach and engage with a vast global audience across all devices. It’s the key to unlocking your business’s growth potential.

By implementing the valuable insights from this guide, you can confidently embark on your journey to create and manage highly successful Google Ads campaigns. Craft compelling ad copy, select the perfect keywords, and optimize your landing pages for maximum impact.

The beauty of Google Ads lies in its synergy with other digital marketing strategies, such as SEO, social media, and email marketing. If you’re seeking a comprehensive and effective digital marketing solution that includes Google Ads, don’t hesitate to reach out to our expert team today.

Don’t miss out on the opportunity to expand your horizons and elevate your business. Get started with Google Ads and chart a course toward achieving your goals. Your success story awaits!


Looking for end-to-end Google Ads Management? Contact us today!

Essential Google Ads Terms You Need to Know

Search AdsGoogle Search Ads are text ads that appear on Google Search results pages in response to a user’s search query.
Responsive Search AdsResponsive search ads automatically adjust their format, size, and appearance to fit available ad spaces, allowing for a combination of multiple headlines and descriptions.
Shopping AdsShopping ads showcase products and their details directly in Google Search results, often used by e-commerce businesses.
Keyword Match TypesRules that define how closely the keyword needs to match with the user’s search query. Types include broad match, phrase match, and exact match.
Google AnalyticsThe measure of how closely an ad aligns with the searcher’s intent impacts its Quality Score and the likelihood of being shown.
Ad SpendThe total amount of money spent on an advertising campaign.
Bidding StrategyBidding strategy is the approach an advertiser takes in setting bids for their ads, which can be manual or automated (such as smart bidding).
Ad MatchesA web analytics service offered by Google that tracks and reports website traffic, providing insights into user behaviour and campaign performance.
Ad RelevanceThe measure of how closely an ad aligns with the searcher’s intent, impacting its Quality Score and the likelihood of being shown.
Smart CampaignsA smart campaign type uses machine learning to automate ad creation, targeting, and bidding, aimed at simplifying ad management for advertisers.
App CampaignsAn app ad campaign is specifically designed to promote mobile apps across Google’s platforms, including Google Search, Google Play, YouTube, and the Google Display Network.
Ad GroupA collection of one or more ads within a campaign that share similar targets. Ad groups allow for more detailed organization and targeting within a campaign.
Landing PageA landing page is the webpage that users are directed to after clicking on an ad. It is specifically designed to receive and convert traffic from an advertising campaign.
Search VolumeSearch volume measures the average monthly frequency of a specific search query in a search engine, indicating a keyword’s popularity and competitiveness.
Ad Rank 
Ad Rank is a metric used by Google Ads to determine the position of an ad on the search engine results page, based on factors like bid amount, ad quality, relevance, and expected impact of extensions and other ad format
Ad ExtensionsAd extensions are additional details like contact info or links added to Google Ads, enhancing ad visibility and potentially increasing click-through rates.
Search Network / Display NetworkThe Google Search Network or display network, is a group of search-related websites and apps where your ads can appear, including Google Search pages, other Google sites like Maps and Shopping, and websites that partner with Google to show ads. 
Keyword Planner
Keyword Planner is a Google Ads tool for researching and selecting relevant keywords for ad campaigns. It offers insights on search volumes, competition, and bid estimates, aiding advertisers in effective keyword targeting.
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