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The Google AdWords Tutorial Every Business Owner Needs

What is Google Ads, how does it work, and how can it help you in your business?If these questions cross your mind, you need a Google Ads tutorial. Like most of Google's tools, Ads can be incredibly helpful - but also incredibly confusing if you don't know what you're doing.Google Ads (formerly Google Ads) got its start way back in the year 2000, with just 350 advertisers. The number of advertisers has long since surpassed one million and has changed the world of online advertising permanently. But what does this mean for your business, and how can you harness its power? In this Google Ads tutorial, we have your answers - keep reading to learn more.

What is Google Ads?

Google Ads is Google's online advertising platform. It's the biggest, most commonly used online advertising network in the world, with millions of businesses using Google Ads today to grow their business by increasing their reach to new customers.When an advertiser uses Google Ads, they can target users with two major networks: the display network, and the search network.The search network involves pay-per-click advertising. In this type of advertising, the advertisers bid on relevant keywords for their businesses, and their ads get displayed to people who type those keywords into Google. This is also called paid search advertising.The display network instead allows advertisers to place banner displays on sites that are involved in the Google Display Network. This network reaches the vast majority of internet users across the globe, making this another highly effective way to advertise.Both of these types of advertising are managed under Google Ads. However, Google Ads is more often used to refer to the search network than to the display network. Most markets called the Google Display Network by its own name.

Setting Up a Google Ads Account

If you want to tap into this incredible way to reach new online audiences, your first step is to set up your Google Ads account. This step is simple and takes just a couple of minutes.You can use your existing Google account to set up Google Ads, or you can make a new account that's just for using with Google Ads. You'll designate some basic information for your account, such as your time zone and location. You'll also need to set up the billing information to let Google bill you for your account each month.

Structuring Your Account

Once the basic account has been set up, you'll need to consider how you're going to structure the account. The way you structure it can greatly affect your Google Ads success.With a well-structured account, you'll get more clicks and better traffic, lower cost-per-clicks, and an account that's easier to maintain. If you're just running one Google Ads campaign, the structure of your account should be simple. But if you want to run a number of campaigns at once, or if you want to have that option at some point, you'll need to structure your account accordingly.The best Google Ads approach involves a structure of several individual campaigns with their own ad groups. For each ad group, there will be unique keywords, landing pages, and ad text.You might use the structure of your account to structure these campaigns, such as having a separate one for each service or product you have to offer. If your company has multiple locations, you might structure your campaigns around each different location instead.

Using Keywords

Keywords are a crucial part of any Google Ads campaign.Once you've got your structure set up, it's time to take a close look at how you'll use keywords. Keywords are the phrases or words that people put in their Google search box, which Google Ads advertisers bid on.Google Ads functions like an auction - you can't just buy certain keywords outright. This helps make sure that even advertisers without huge budgets will be able to find success.Before you can start bidding on the right keywords for your campaigns, you'll need to do some keyword research. There are a number of keyword research tools you can use for this step.Find the best tool for you by experimenting with a few of them to see what gives you the most useful results. Since these tools use Google as their source of information, most of them give you the same results, but it's a matter of finding the tool that you find most comfortable to work with.

Writing Ads

In addition to targeting the right keywords, you'll need to write great ads for Google Ads success. What makes an ad that people really want to click on?You don't have much room to create your Google Ads ads, so you'll need to create a compelling, clickable message that's also concise. The language you choose is incredibly important. Emotional responses can work well, but so can special offers to entice people to click.

Evaluate Strength

Once you've targeted your keywords and scripted your ads, you might feel like your work is done. But the key to success with Google Ads is to regularly change and re-optimize your account to get the best results.There are many creative ways to use Google Ads beyond the most obvious and straightforward. Some companies will bid on the names of their competitors, so their ads show up when people search for the names of competitors.Other companies focus ads on people who aren't prepped to buy their product and use Google Ads as a site traffic generator instead.

How to Use This Google Ads Tutorial

The right methods depend on your product and your customer base. However, don't be afraid to think outside the box and find inventive new ways to use Google Ads.Once you've mastered the basics of Google Ads, such as keyword research, start thinking about how you can change and refine your approach to show your ads to more of the right people. It's no accident that Google Ads has been successful for so long. It's changed the game for countless companies, and yours can be next.Ready for more ways to use Google's tools to your advantage? Check out our guide to white hat SEO techniques here.

Headshot of Nik Paprocki, head of growth at WebSuitable.
Nik Paprocki
Head Of Growth
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