A Beginner’s Guide to Google Ads

July 26, 2022

Using Google Ads is a MUST when it comes to growing a business. 

According to SEOTribunal.com, there are 5.6 billion searches per day on Google. This means that there are an abundant number of opportunities for businesses to get in front of users. 

With the help of Google Ads, advertisers can promote products and services using relevant keywords users are searching for. This can lead to an increase in sales, conversions, or leads. 

Before you start creating your very own Google campaigns, let’s start with a couple of basic questions. 

  1. What is Google Ads?
  2. How do they work?

What is Google Ads?

Google Ads is a paid online advertising platform developed by Google.

When users search online for a keyword, the results of their query will be shown on a search engine results page (SERP). The results can include unpaid and paid advertisements that are targeting that keyword.

For example, here are the results for the keyword “Gym clothes.”


You can find all the advertisements at the top of the SERP. These ads also include an “Ad” bolded text right next to the business’s URL link.

This is important because the majority of the search traffic goes to the top results on the SERP. 

Using the graphic from Chitika, you can see the drastic drop in Google traffic as the search result position (the order the ads appear) increases.


To utilize Google Ads efficiently, let’s move on to our next question. 

How do Google Ads work?

Google Ads utilizes the pay-per-click (PPC) model. That means advertisers can target a specific keyword by bidding. The more popular the keyword, the higher the bid since advertisers are competing with each other for that keyword.

There are currently 11 different types of bidding that advertisers can use based on their goals.

  • Target CPA (Cost Per Acquisition)
  • Target ROAS (Return On Ad Spend)
  • Maximize Conversions
  • Maximize Conversion Value
  • Enhanced Cost Per Click (ECPC)
  • Maximize Clicks
  • Manual CPC Bidding
  • CPM Bidding (Cost Per Thousand Impressions)
  • vCPM Bidding (Cost Per Viewable Thousand Impressions)
  • CPV Bidding (Cost Per View)
  • Target Impression Share Bidding

Now that you know the basics, are you ready to start creating Google Ads today?