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A Beginner's Guide to Google Ads: How to Use PPC to Grow Your Business

Updated: Aug 23, 2023


A Beginner's Guide to Google Ads: How to Use PPC to Grow Your Business - Digital Soda Website Design & Digital Marketing

Have you heard about Google Ads but aren't sure where to begin? Google Ads, formerly known as Google AdWords, allows businesses to advertise on Google and its network of websites. It's a form of pay-per-click (PPC) advertising that can help drive more traffic and customers to your business.

In this beginner's guide, we'll cover everything you need to know to start using Google Ads effectively as a small business owner.


What is Google Ads and How Does It Work?

Google Ads is Google's flagship advertising program that displays text, image, or video ads on Google Search results pages and other sites within the Google Display Network. It operates on an auction-style system, where advertisers bid for ad placement for specific keywords.


When someone searches on Google, the ads shown are based on the person's search term and the bid of each advertiser. If your bid is high enough, your ad can show up at the top or side of the search results. You only pay when someone clicks your ad – this is where the “pay-per-click” name comes from.

Google Ads also allows you to target your ads to show up on display sites related to your products or services through placement targeting. This helps you reach new audiences beyond searchers.


Overall, Google Ads helps businesses and websites generate more leads and sales by putting your brand and offer in front of motivated searchers and reaching new audiences. The precision of targeting specific keywords means you can get in front of people searching for your products and services.


Do Google Ads Work for Small Businesses?

Google Ads can be highly effective for small businesses looking to grow and scale up. The pay-per-click model means you only pay when your ads drive traffic and leads to your site. Some key advantages for small businesses include:

  • Cost-effective: You set your own budget and only pay when someone clicks your ad. Start small as you test what works.

  • Measurable results: Google Ads shows you real-time stats on impressions, clicks, conversions, and costs so you can optimize campaigns.

  • Flexible targeting: Target customers by keyword, location, device, demographics, interests, and more. Refine based on what converts.

  • Get found locally: Target your ads by location to connect with nearby customers searching for your products/services.

  • Support sales goals: Create ads to promote products, services, deals, content - whatever aligns with your business goals.

  • Compete with larger companies: Google Ads levels the playing field. Effective ads can put you in front of customers even with lower budgets.

As long as you start small, refine based on data, and align your ads with business objectives, Google Ads can be a game changer for small business marketing.


Are Google Ads Better Than Facebook Ads?

Both Google Ads and Facebook ads have their unique advantages, so the best approach is using both platforms where it makes sense. Here’s a quick comparison:

Google Ads

  • Reach people during active search moments

  • More intent-based targeting with keywords

  • Higher buyer intent

  • More measurement options

  • Pay only for clicks

Facebook Ads

  • Larger target audiences

  • Creative options like carousels and videos

  • Detailed demographic + interest targeting

  • Powerful retargeting capabilities

  • Lower cost per impression

Google Ads tend to convert at a higher rate due to greater buyer intent during search. Facebook provides more audience reach and lower cost per impression. Evaluating your goals, budget, and ideal customers can help determine optimal ad spending between the two.


Many businesses find success using Google Ads to reach motivated searchers and Facebook to raise brand awareness with cold audiences. A blended approach maximizes your exposure and conversion potential across multiple channels.


Getting Started with Google Ads

Ready to start using Google Ads for your small business? Here are some tips to kick things off:

  • Set up your account. You’ll provide billing info, business name, and website URL to activate your account.

  • Define your goals. What action do you want visitors to take - call, signup, purchase? Defining goals informs your campaign strategy.

  • Research keywords. Use Google’s Keyword Planner tool to find keywords related to your products, services, or content.

  • Create your first campaign. Pick a goal like "traffic” or “conversions” and set a budget to launch your first campaign.

  • Write effective ads. Include attractive headlines, compelling descriptions, and strong calls to action in your text ads.

  • Analyze and optimize. Review performance data frequently. Pause poor performers, raise bids on winners, and refine targeting.

The best way to master Google Ads is to dive in! Start small, review the results, then scale up campaigns that deliver results. Over time, you’ll gain the experience needed to maximize your ad spend.


Ready to Boost Your Business with Google Ads?

Congratulations! You've now got a solid grasp of Google Ads and how it can benefit your business. So, why wait? Leverage the power of Google Ads to supercharge your online presence and drive meaningful results. Remember, success in Google Ads requires continuous learning and optimization, so don't shy away from experimenting and refining your campaigns.


If you need expert assistance in setting up and managing your Google Ads campaigns, Digital Soda is here to help! Get in touch with us today and take the first step towards a more prosperous online journey.

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