When competing with big fishes in the pond that have a limitless marketing budget fuelling their advertising, running an online business is no pleasantry. The inevitable race to reach the first page of Google search results is tremendously competitive. Even with relevant SEO, reaching the first page may take a year, if not months.

This is where paid ads such as PPC (pay per click) come in handy. Google Ads, formerly known as Google Adwords, is Google’s advertising service that permits businesses/companies to display their ads on Google’s search results pages. The ads would usually appear at the bottom or the top of a Google search engine results page (SERPs).

Using Google Ads is a very effective and quite a common marketing strategy amongst businesses gaping to get their first online customers. In this article, we’ll plunge into some of the basics on how to use Google Ads for your business.


Google Ads is a remarkable and powerful tool when it comes to advertising a business online. What makes it so great you might ask? Below, we will mention a few of the advantages that businesses enjoy while using Google Ads.


Business owners are able to make certain that their Google Ads are only displayed to potential customers/relevant audiences. A business owner can filter his/her audience on the basis of age, keywords, geographical location, and more. In addition to that, they have the option to choose the time of day when their Google Ads will be displayed to the audience they have targeted. For example, a business runs its Google ads from Monday-Friday 9 AM-5 PM. Why? Maybe due to the fact that their business is closed, or sales are slower on the weekends. This can aid in maximum ad spend.


Google Ads sanctions businesses to choose the specific devices their ads would be displayed on, after an update in 2013. You can choose among tablets, mobile devices and desktops, for the search network. On the display network, it’s possible for businesses to dive down even deeper and target devices like Windows or iPhones. Bid reconciliations allow automatically bidding lower or higher on devices that are most likely to convert on your site.

(NOTE:- Looking at eCommerce and conversion data in Analytics can help to determine this.)


Arguably, this is the most popular benefit of advertising on Google Ads. Instead of impressions, businesses only pay for the clicks on their ads with Google Ads. This is called pay-per-click (PPC). Businesses can save money this way by paying only when a user has taken the action to view their website.


Google Ads allows a business to track the performance of its ads, which ultimately means that you have the ability to track the number of users that view and click your ad. You can even track the number of users that take the desired action after viewing your website with Google Ads.

The best way to establish whether or not Google Ads will be profitable for your business is to give it a try. If you don’t know/unsure how to go about setting up your Google Ads account, or confused about how to use Google Ads profitably, then read on, this guide will assist you in doing just that.


When used astutely, Pay Per Click (PPC) advertising is a powerful tool. You must identify/figure out your goals and objectives before you can dive into the process of making your Google ads account. Whilst “increased sales” might sound like a significant objective, you will be required to be more specific with online advertising.

It’s highly improbable that someone visiting your page/website for the first time will make a purchase. Making and nourishing a relationship with your consumers/potential customers is what online sales are dependant on. For this specific reason, there can be numerous objectives for a business to use Google Ads; such as registrations, email sign-ups, lead generation, generating sales, enhancing brand awareness and recall value.

It’s perfectly fine to have more than one goal, but in order to achieve different goals; you will have to run different campaigns (More on this, keep reading).


Another essential prerequisite for advertising on Google Ads, apart from identifying your goals/objectives, is having a landing page. A landing page is a webpage or a URL that a user ‘lands’ on after clicking on your advertisement. A landing page is perceptible from your main website, it’s a standalone/separate page designed to focus on a specific goal. An optimized and well-designed landing page will aid in converting visitors into leads, or even customers. Hence why having an exceptional landing page is crucial to the success of your Google Ads campaign.

Here are a few things to keep in mind while designing your landing page:-

  1. Focus your Landing Pages– Design/create individual landing pages for individual offers. You might end up confusing your visitors with a landing page that focuses on multiple goals/objectives.
  2. Include a Call-to-Action– Don’t omit/forget to include and appropriately highlight the desired call-to-action button on your landing page.
  3. Make it Mobile-Friendly– It’s critical to make certain your landing page is mobile-friendly given the increasing number of mobile users on the internet.
  4. Implement your Promises– Any promises made on your Google Ads should be delivered on your landing pages. For example, if your Google Ads mention discounts, ensure your landing pages feature those said discounts.

At this point, you must have a list of set goals/objectives along with exclusive landing pages that were designed to accomplish each one of them. We can now set up your Google Ads account.



This step is quite simple. Firstly, create a Google account if you don’t have one, you’ll need it, this should only take a few minutes. Then, go to the Google Ads website and use your Google account to sign up.

After entering the required details, you’ll land on a page to create your first Google Ads campaign. When here, you’ll be able to choose your target audience, set your bids, budget, and create your ad copy.


You’ll come to realise that setting your budget is the most prominent task on your list. To ensure you never exceed your expenditure, you’ll need to define your daily budget. Understanding the number of visitors that can be converted into customers from your landing page, is the best way to establish what your daily budget should be.

After choosing your desired budget and currency, click save and continue on to the next step.


You can define the geographical location of your targeted audience in this step. This handy feature guarantees your Google Ads are only shown to users who search for a product/service using the keyword/keyword phrases you are bidding for (more info later on) and are in or around the geographical location defined by you.

You can attain access to ‘radius targeting’ by utilising the option for advanced search. Radius targeting permits you to target a specific radius from your identified zip code. Given the nature of your company/business, your target audience might be international, or if you run a local business, you might want to target cities within a certain radius of your store. You can also set different bids for radius targets. For example, you want to bid lower for a 20-mile radius, but higher within a 7-mile radius.


This step is where you choose between Display Network and Google Search Network. The Display Network displays your ads on websites that show ads, whilst the Search Network places your ads on the Google search engine results pages (SERPs).

For a small business, we recommend the Search Network as it displays your ads to users that are actively/specifically searching for keywords that are relevant to your business/products/services. For retargeting and branding, display ads are a great option, and usually have a lower CPC (cost-per-click).


A keyword is a search phrase/term a user would input into Google’s search box when administering a search. Google allows you to select approximately 15-20 keywords that might possibly precipitate your ad/s to emerge on the SERP. It’s vital to choose keywords that are relevant to your business or your ad for better results.

As established earlier, Google Ads operate on a bidding system. Keywords that have a high search volume are generally expensive to bid for. Selecting relevant keywords with an average search volume can help you keep your costs in check.


BROAD MATCH- This is the ‘default setting’ on Google Ads. It “allows your ad to show searches for similar phrases and relevant variations, including synonyms, singular and plural forms, possible misspellings, stemming” according to Google. You can reach the extensive part of your audience with broad match. However, your ad may appear in irrelevant search results since broad match conveys your ads for parts of your keywords and for synonyms. For example, your targeted keyword phrase is “fine dining restaurants in London”, using broad match, your ad may also appear in the results for “pizza in London”.

PHRASE MATCH- Business owners have more control with phrase match. When using phrase match, only in the results for search terms that are in the exact order as your chosen keyword, your ad would be displayed. Therefore, if you choose “fine dining London”, your ad won’t appear for “London fine dining”. Place your keywords between quotations in order to define phrase match. 

EXACT MATCH- With exact match, your ad will only appear when a user searches with a search phrase/term comparable to your selected keywords. If you choose to use exact match and your keyword is “fine dining London”, your ad won’t show for search terms like “the best fine dining restaurants in London”. Place brackets around your selected keywords, (like this [fine dining London]) to define ‘exact match’.

NEGATIVE KEYWORDS- Negative keywords are the phrases/terms that aids to ensure your ads are not shown to irrelevant audiences. This Google Ads feature is useful if you have a service/product that may possibly share keywords with something that isn’t related.


Google Ads uses a bidding system, as aforementioned earlier. What is a bid? It’s the amount of money someone is willing to pay for each click on their ads. If you’re bidding for the same keyword as your competitors but you’re inclined to pay more per click, then your ad will appear higher than theirs.

You will have two options:-

  • Option 1- Allow Google to set your bid amount to proliferate your budget returns.
  • Option 2- Manually set your bidding amount. This option can typically be more cost-effective.

We do recommend that you commence with automatic bids if you are now starting out, just until you get acquainted with Google Ads system.


This step is feasibly the most crucial part of the process. Put a lot of thought in while writing and make it exceptionally compelling. Your content should clearly convey your offer in a way that persuades a user to visit your website by clicking on your ad. Listed below are a few suggestions to get you started:-

  1. Keep it concise– focus on getting to the point instantly when writing your message as the space for text is limited.
  2. The headline is critical– the headline of your Google Ads will stand out as it’s the first thing a user encounters, ensure it speaks out to them and persuades them to click on your ads.
  3. Transparent call-to-action– a clear and direct call-to-action instructs the user and tells them exactly what you want them to do.


Once you’ve finished writing your ad, click “save” and carry on to the final step. Google will request information about your business and your payment details in this step. HOWEVER, even though this is the final step in creating and publishing your Google Ads, the work doesn’t end here!

Just because you have an ad in Google AdWords does not guarantee you success. Many business owners feel frustrated as their investments have not returned.

Good thing is that Parxcellence offers a Google AdWords masterclass for small and medium enterprises. Under the tutelage of Master Hemmel Amrania, you will get to learn the secrets and tricks of the trade that this article has not covered.

Based on this, ads are optimized and further tailor fitted to ensure that the needs of the company are met. For more information, check our AdWords Masterclass HERE! https://parxcellencecoaching.test/google-adwords-masterclass-sales-copy

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