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There are so many things to know about Google pay-per-click or PPC ads, especially when you get inside the Google AdWords Dashboard. But, don’t get overwhelmed. Google Pay-Per-Click is a viable way to get targeted leads for your business.

How to Use Google Ads

If you are brand new to Google Pay-Per-Click advertising or have not yet considered advertising on Google there are a few things that we’ve explained below for you to get started.

An Introduction to Google AdWords and Advertising on Google

Google has two types of ads that you can get started using:

  1. Google Search Network
  2. Google Display Network

The Google Search Network includes of any text ads that are found on Google Search. As you can see in the image below the highlighted areas are Google Search Network ads.

Google Ads - PPC Ads on Google

Some interesting facts about Google Search and how they make $100 million dollars every day…

Google Ads Conversion

There are 5.6 billion searches done everyday on Google Search Network. What’s even more exciting is the 24.2 billion impressions that happen every single day on the Google AdWords “Display Network.”

That is a lot of targeted buyers looking to make a purchase or solve a problem.

If you follow these tips you are sure to reach the right buyers searching for your business products or services whether it be nationwide, worldwide or locally.

The Top Six Industries Being Searched Daily on Google:

  • Computers or Electronics
  • Internet & Telecommunications
  • Shopping
  • Jobs & Education
  • Travel
  • Financial Services

Google Ads Terminology


A campaign is the top level of the “ad campaign” that you can create inside your Google AdWords Dashboard. The AdWords Dashboard will nest your ad groups, ads and your keywords inside each Campaign that you create.

Ads & Ad Groups

Each ad can remain inside a “campaign” found inside your Google AdWords Dashboard. Ads are the text “copy” that is used in Google Search Network ad spaces that are available for purchase. Ads can also include images when used for the Google Display Network. The ads tab is found in campaigns and neighbors the “keyword” tab, nested inside your “Ad Group” which includes keywords for each ad.

Text ads on Google have four elements:

  1. A title or headline
  2. A first line description
  3. A second line description
  4. A link to your landing page or website


Keywords are what the users on Google are searching when they find your ad. Determine what specific keywords or keyword phrases that your target customers are using when they do a Google search. Ask your friends and your customers what they search for when looking for your products and services.

Bidding on your intended keywords will allow your ads to be displayed on both the Google Search Network and the Google Display Network. Any of the ads that you see below can indicate that they are a part of the Google Display Ads Network.

How To Use Google Ads

Keywords for your each ad can be purchased three ways, as a: broad match, phrase match or exact match, of what the user is searching.

If you select only exact match keywords then your ads will only be displayed for the exact terms that you have selected for an “Ad.” If you allow Google to go unrestricted with filters they will automatically assume that you would like to purchase ad space anywhere that your exact match may also be deemed a match to a broadly related search. This is known as “broad match.” “Phrase match” which is the third type of keyword purchase, means that the user searching has included a partial amount of your exact match keywords in their Google Search query.

Here is an example of each:

Exact Match:

pool cleaning service

Phrase Match:

May include: pool cleaning service

Broad Match:

Closely related to: pool cleaning service

Cost Per Click CPC

The amount that you specifically paid for each click of an ad.

Cost Per Impression CPM

The amount paid per one thousand ad impressions.

Click Through Rate CTR

The rate in which your ads are clicked, measured against the amount of impressions that your ad was given.

Cost Per Action CPA

Your cost per customer action, i.e. to opt-in, add to cart, fill in form, etc. You pay to have the user complete an action.

Cost Per Lead CPL

Your cost per lead can be deemed by Google as the “click” or you may choose to measure it based on the actual amount of leads that convert into a sale. This number is much different than the amount of ad clicks that land on your website.

Quality Score QS

Your ad will be given a quality score based on its conversion or CTR. This is based on many factors that include:

  • How well your ad is performing
  • How relevant the content on your page matches the ad
  • How closely the keywords match what the website is about
  • The amount of the keywords that were used in the Text ad copy

Conversion Rate

What percentage of your ad impressions convert to the click on the ad?

What percentage of those clicks convert into a lead?

What percent of leads become sales?

E-commerce Business Deal

Knowing Your Conversion Rate Leads To Good Management of Your Google Ads! DON’T WASTE MONEY…

It is important to know what it costs the business to acquire each new click, each new lead, and each sale that was closed. Using Google Analytics tracking is a key to gaining all the insights that you will need to optimize the pages on your website, in order to get the best return on your ads investment. Tracking matters and you can do it for free using Google Analytics for your AdWords (Google Ads) tracking.

Smart Checklist to Ask yourself

Before you begin purchasing ads, set yourself up to succeed!

You will need to put yourself in the minds of the target consumers that you are trying to reach to determine who they are. What are they looking for? How you can solve there problems and the more that you know about them, the easier it will be for your business to serve them.

When you’re ready to set up your first campaign on Google AdWords ask yourself:

What are Your Goals?

> How many leads do you expect to get each month?
> How much money do you expect to spend each week on ads?
> What percentage of clicks must convert into sales?
> How much time will the AdWords management require each week? Each month?

Who are you targeting?

> Describe the ideal consumer that is going to click on your ad like they are your best friend. Everything that you possibly know about them… Write it down or tell your partner about it. Knowing your customer is #1 so that you can design an offer that makes sense to them.
> What do they search? Ask friends or customers what they search for.
> Research the competition that is already buying the keywords that you want to bid on for your ads. Then search those terms to see what their ads say on them.
> Use the Google Keyword Planner Tool

4 Steps & One Great Tool Away from Knowing Your Customer to Begin Your First AdWords Campaign


1. Describe who your prospects are:

(Write It Down)


Choosing the best website designer

2. Determine what search terms they are searching for.

 (Write It Down)

3. Figure out what keywords they are typing into Google when they search.

 (Make A List of Them)

4. Write a persona about each of your customers.

(Create Them in a Document That You Can Share)


How To Get Customer Intel

Go to the Keyword Planner Tool found inside:

On Menu > Tools > Keyword Planner Tool

You can use the keyword planner to see what terms people are searching for and who your competition is. Google Keyword Planner Tool will also estimate what you may expect to pay for each click if you were buying that keyword in Ads on Google.

Google Search network Display Ads


Local campaigns allow advertisers to target users in a specific state, city, and zip code. This is a great element for a local business that is looking to exclude potential buyers that he/she does not service out of state.

Local targeted ads are very affordable when buying ads on the Google Search Network.

Sam Bell’s Tip:

People that are searching locally are doing so on mobile devices. Remember that it pays to have campaigns that target mobile devices locally for your business ads running on Google Search Network. Be sure to take advantage of the “ad extensions” when running your pay-per-click campaigns for the local market.


Display Network Ads

You’re not just bidding on the keywords. With the Display Network you are actually buying ad image or text placements on websites across the internet based on your niche and what websites you have included/excluded from your campaigns.

These ad positions on the Google Display Network include: banner ads, display ads and video ads. The sizes may range depending on which ad images that you provide in your AdWords Campaign. See some ad image sizes in the image below:


Site Placements

Creating Ads and Ad Campaigns that are designed specifically for websites.

It is a common strategy to see people find the website that they would like to advertise their ads on (using the Google Display Network) and design their ads specifically for each website that they want to target. Site Placement strategies are slightly more advanced and require structuring your ad campaigns with specific images for this technique.

Interest in Retargeting

People that have expressed interest in something and left the website. Browser cookies will follow the user around on the web and continue to present them an offer that they have shown interest in but have not yet completed the final action for. Retarget Your Prospects with Discount Deals or Special Offers! Contact WIll Sherwood for a One-on-One Coaching Session

Mobile marketing graphic

Analyze Your Campaigns and Track Your Data

Your data tells you how your prospects interact with your website. You can make the corrections to increase:  TOS A.K.A. user time on screen, user experience, leads, sales, and keywords or keyword phrases that they are using to find your ads.

Keyword Phrases

Exact Match

Phrase Match

Broad Match

7 Tips for PPC Success

Always Test landing pages against the same campaigns. Sam Bell recommends starting your landing page testing with at least four different pages.

Your landing page headline is extremely important. It will dramatically affect the conversion on your page. Get a headline that grabs people and sucks them in.

Have a very specific set of Call-to-Actions. Utilize multiple call-to-action locations throughout your website landing page. In the rail, above the fold, in a pop-under scenario and more.

Use bullet points to make the important information easy to read and convey your message to the user by keeping the most relevant information on top (above the fold).

Have mobile websites designed for conversion when a responsive website just won’t due. Contact The Sherwood Group to discuss more about mobile website landing page conversions and sales conversion optimization for Google PPC Ads.

Use Headings that make an impact and cause the user to scroll down and take the next intended step.

Determine what a lead is worth to you:

1. What can you send and still make a nice ROI for the leads?

2. What is the sale worth?

3. How many leads actually become sales?

4. About how long will it take for the lead to become a paid customer?

5. What is the lifetime value of your customer?

Bonus Work Smart Tip:

Google offers a Free Split Testing Tool for Analytics:

If you enjoyed this post, you may also want to check out these others:

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7 Steps to Help Your Business “Get Found” on the Web
How to Avoid Wasting Time with Facebook and E-mail
15 Website Mistakes You Should Avoid (Part 1)
How To Claim Your Google Local Business Listing
Tips for Working at Home (Part 1)
Are You Charging Enough for Your Services?
How to Make Social Media Marketing Work for Your Business
Is There Still Gold in Cold Calling

This article is published by Will Sherwood | The Sherwood Group |Website Design | Graphic Design | Marketing Communications: The Sherwood Group has over 30 years of experience working with all sorts of companies, small and large. Our clients range from entrepreneurs to Fortune 500 firms, in nearly every business sector, from across the street to around the world (and yes, even Europe, China, and South America). Our goal is to create advertising,  graphic design, website design, and marketing communication that still looks fresh and relevant 10-15 years later. Our mission is to stir your imagination and leave your competition shaken and wondering,  Now what do we do?”  We are located in Myrtle Beach, South Carolina.

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