Google Ads 101: How to Start and Optimize Your PPC Campaigns

Whenever someone mentions the term “paid advertising,” it’s most likely that the first thought is Google Ads. It’s no wonder as it’s one of the most powerful digital marketing channels available to businesses of all sizes today. Whether you’re a small business just getting started with pay-per-click (PPC) or an experienced marketer optimizing campaigns, understanding Google Ads at it’s basic form is an essential.

In this guide, WD will cover how to start Google Ads, best practices for success, and key strategies to maximize your ad spend.

What is Google Ads?

Google Ads is an online advertising platform that allows businesses to display search, display, video, and shopping ads across Google's vast network. It operates on a pay-per-click (PPC) model, meaning advertisers only pay when someone clicks on their ad.

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Why Use Google Ads?

Here are some compelling reasons businesses invest in Google Ads:

• Massive reach – Google processes over 8.5 billion searches daily.
• Highly targeted advertising – You can reach users based on keywords, location, demographics, and even behavior.
• Measurable ROI – Unlike traditional advertising, Google Ads provides detailed performance data, helping you optimize spend.

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How to Start Google Ads

Step 1: Create a Google Ads Account

To begin, visit Google Ads and sign up. You'll be guided through the setup process, including:

1. Choosing your advertising goal (website visits, sales, lead generation, etc.).
2. Selecting your audience (location, interests, device preferences).
3. Setting a budget (daily or campaign-level limits).

Step 2: Choose Your Campaign Type

Google Ads offers different campaign types based on your marketing objectives:

• Search Ads – Text-based ads appearing on Google's search results pages.
• Display Ads – Image-based ads shown across websites in Google's Display Network.
• Shopping Ads – Product listings appearing for relevant searches.
• Video Ads – Ads appearing on YouTube and Google Video Partners.
• Performance Max – An AI-driven campaign type optimizing across all Google channels.

For beginners, Search Ads are often the best starting point.

Step 3: Conduct Keyword Research

Keyword selection is the foundation of a successful Google Ads campaign. Using Google Ads best practices, you should:

• Use Google’s Keyword Planner (Google Keyword Planner) to find relevant search terms.
• Focus on high-intent keywords such as "Google Ads basics" (1,500 searches/month, informational intent).
• Avoid overly broad terms that may drive unqualified traffic.

Step 4: Write Effective Ad Copy

Your ad copy should be clear, concise, and compelling. A great PPC ad follows these best practices:

• Headline: Grab attention with a clear value proposition.
• Description: Include a call to action (CTA) like "Get Started Today!"
• Display URL: Keep it clean and relevant.

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Example:
Headline: "Boost Sales with Google Ads – Start Your Campaign Today!"
Description: "Learn Google Ads basics and run high-converting PPC campaigns. Get expert tips and maximize your ROI."

Step 5: Set Up Conversion Tracking

Without tracking conversions, you won’t know if your campaign is actually working. Use:

• Google Ads conversion tracking (for form submissions, purchases, etc.).
• Google Analytics integration to track deeper user behavior (Google Analytics Guide).

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Optimizing Your Google Ads Campaigns

Launching a campaign is just the beginning. To maximize your ROI, constant optimization is key.

1. Improve Your Quality Score

Google assigns each keyword a Quality Score based on:

• Ad relevance (how well your ad matches the search intent).
• Expected click-through rate (CTR).
• Landing page experience.

A higher Quality Score = lower cost per click (CPC) and better ad placements. To improve your score:

• Ensure your ad copy matches the user's search intent.
• Optimize your landing page for relevance and fast loading speed (Google PageSpeed Insights).

2. Use Smart Bidding Strategies

Google Ads offers several automated bidding strategies, including:

• Maximize Clicks – Gets as many clicks as possible within your budget.
• Target CPA (Cost Per Acquisition) – Optimizes for conversions at a set cost.
• Target ROAS (Return on Ad Spend) – Prioritizes revenue-generating conversions.

For beginners, starting with Maximize Clicks before shifting to Target CPA is a good approach.

3. A/B Test Your Ads

Never rely on a single ad version. Run A/B tests on:

• Headlines and descriptions.
• Landing page layouts.
• Call-to-action (CTA) wording.

Example: Instead of "Try Google Ads Today!" test "Start Growing Your Business with Google Ads!" to see which performs better.

4. Monitor Key Metrics & Adjust

Regularly track Google Ads performance metrics such as:

• CTR (Click-Through Rate): Indicates ad engagement.
• Conversion Rate: Measures successful actions taken.
• Cost Per Click (CPC): Lower CPC = more efficient ad spend.
• Impression Share: Helps gauge visibility against competitors.

Google Ads Best Practices for Success

• Start with a small, well-targeted budget – Focus on high-converting keywords first.
• Optimize for mobile users – Over 60% of Google searches come from mobile devices.
• Use negative keywords – Prevent wasted spend on irrelevant searches.
• Keep testing and improving – PPC success is an ongoing process!

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Need Help Creating Google Ads?

Google Ads is a powerful marketing tool, but success requires strategic setup, ongoing optimization, and continuous learning. By following Google Ads best practices, tracking performance, and refining your campaigns, you can drive meaningful results for your business.

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Ready to launch your first Google Ads campaign, but need help?  At WD Strategies, our team of experienced PPC strategists can help you with all things Google Ads - from building a Google Ads budget to developing your campaign.

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Contact us today by filling out our online form or calling us at 610-365-3098!