top of page

Guide to Google Ads

Updated: Dec 13, 2023

In the ever-expanding realm of digital marketing, Google Ads stands as the go-to platform for over 80% of global businesses—and for good reason. If you're not leveraging Google Ads in your paid marketing campaigns, you're missing out on a key avenue to reach your target audience effectively.This guide is will help you unlock the potential of Google Ads. Whether you're a experienced marketer or a new business owner starting out, we'll navigate you through the essentials, advanced strategies, and actionable insights needed to transform your online presence.

Adcredo Google Ads

How does Google Ads work?

Google Ads is an online advertising platform developed by Google, designed to help businesses and individuals promote their products or services on Google's search engine results pages (SERPs) and across its extensive network of partner websites. Advertisers bid on specific keywords relevant to their target audience, and their ads may appear when users search for those keywords.

Google Ads operates on a pay-per-click (PPC) model, meaning advertisers only pay when someone clicks on their ad. The platform offers a range of ad formats, including text ads, display ads, and video ads, allowing advertisers to tailor their campaigns to different marketing goals.

Key features of Google Ads include ad targeting options based on factors such as location, demographics, and device type, as well as comprehensive performance analytics to track and optimize campaign effectiveness. This advertising platform has become a crucial tool for businesses looking to increase online visibility, drive website traffic, and achieve specific marketing objectives.

Getting started with Google Ads

1. Choose Your Campaign Type


Get in front of high-intent customers at the right time on Google Search

Best Practice: Keyword Research: Conduct thorough keyword research to identify relevant search terms. Use a mix of broad, phrase, and exact match keywords to capture different levels of user intent.

Compelling Ad Copy: Craft compelling ad copy that clearly communicates your value proposition. Include relevant keywords in your headlines and descriptions to improve ad relevance.

Landing Page Optimization: Ensure that the landing page you direct users to is relevant and provides a seamless experience. Optimize landing pages for both user experience and conversion.

Ad Extensions: Take advantage of ad extensions to provide additional information and encourage clicks. Extensions such as site link, callout, and structured snippets can enhance your ad's visibility.

Ad Schedule Adjustments: Analyze performance data to identify peak times for your audience. Adjust your ad schedule to increase visibility during these high-converting periods.

Performance max

Reach audiences across all of Google with a single campaign

Best Practice:

Comprehensive Targeting: Leverage the power of Performance Max by targeting a broad audience. Allow the algorithm to optimize across various placements, networks, and audiences for maximum reach.

Creative Diversity: Provide a variety of ad creatives to keep the audience engaged. Include different visuals, ad copy variations, and calls-to-action to test and identify the most effective combinations.

Conversion Tracking: Implement conversion tracking to measure the success of your campaign. Track important actions such as purchases, sign-ups, or other relevant goals to optimize for performance.

Budget Allocation: Set a flexible budget to allow Performance Max to allocate resources to the best-performing placements and audiences. Regularly review and adjust budgets based on performance insights.


Showcase your products to shoppers as they explore what to buy

Best Practice:

High-Quality Product Feed: Ensure your product feed is well-optimized with accurate and up-to-date information. Include high-quality images, clear titles, and detailed product descriptions.

Negative Keywords: Use negative keywords to filter out irrelevant traffic and improve the relevance of your product listings. This helps to reach users genuinely interested in your products.

Merchant Center Optimization: Regularly review and optimize your Google Merchant Center account. Resolve any issues promptly, and keep the information updated to maintain the health of your shopping campaigns.

Bid Optimization: Adjust your bids based on product performance. Allocate higher bids to top-performing products to maximize visibility and clicks.


Reach viewers on YouTube and get conversions (preview only)

Best Practice:

Engaging Thumbnails: Create compelling and visually appealing video thumbnails to capture users' attention and encourage them to click on your video.

Clear Call-to-Action: Clearly state the action you want users to take after watching the video. Whether it's visiting your website, making a purchase, or subscribing, a clear call-to-action is essential.

Audience Targeting: Utilize detailed audience targeting options to reach users who are likely to be interested in your products or services. Leverage demographics, interests, and behavior targeting.

Mobile Optimization: Given the popularity of mobile video consumption, ensure your video ads are optimized for mobile devices. Use concise messaging and compelling visuals that work well on smaller screens.

Performance Metrics: Regularly analyze video performance metrics such as view-through rate, click-through rate, and engagement. Use these insights to refine your video content and strategy.

These best practices can serve as a foundation for optimizing your Google Ads across different types, but it's essential to continuously monitor performance metrics and adapt your strategy based on real-time data and industry trends. Most marketers share the experience that they don't have quick and easy access to the data they need to most effectively do their jobs. The Adcredo professional reporting tool allows you to easily access all the important metrics you need and present them in one complete report for all your selected channels. No data scientists or coding experience required.

2. Targeting Your Audience with Precision Across Google Ad Types

Search Ads: When it comes to Search Ads, effective targeting is all about understanding user intent. Leverage keyword targeting to align your ads with specific search queries. Utilize match types (broad, phrase, exact) to capture varying levels of intent. Refine your audience further with demographic and geographic targeting to ensure your ads reach the right people at the right time. Performance Max Ads: Performance Max Ads thrive on comprehensive targeting. Allow the algorithm to do the heavy lifting by leveraging broad audience targeting. Utilize Google's machine learning to reach users across various networks, placements, and demographics. Regularly review performance insights to refine your audience targeting strategy and ensure your campaign is reaching the most receptive audience segments. Shopping Ads: Precision is key when targeting with Shopping Ads. Optimize your product feed with accurate details, and leverage negative keywords to filter out irrelevant traffic. Refine your audience by adjusting bids based on product performance. Consider using custom labels to categorize products, allowing for more granular control over your targeting strategy. Video Ads: Audience targeting is paramount for Video Ads. Take advantage of detailed demographic targeting, including age, gender, and interests. Utilize custom affinity and in-market audiences to reach users with specific behaviors and preferences. Tailor your video content to resonate with your target audience, and use compelling visuals to capture attention.

Adcredo Google Ads

Overall Tips for Google Ads

  1. Remarketing: Implement remarketing strategies across all ad types to re-engage users who have previously interacted with your brand. Utilize Adcredo's reporting tool to gain quick insights into your remarketing performance. Identify the most effective strategies for reconnecting with your audience and driving conversions.

  2. Analytics Insights: Regularly analyze performance metrics and adjust your targeting based on the insights gained. Adcredo's reporting tool simplifies data access, allowing you to make informed decisions for refining audience segments across Search, Performance Max, Shopping, and Video Ads. Streamline the analytics process with Adcredo's user-friendly interface.

  3. A/B Testing: Experiment with different audience segments, ad creatives, and targeting parameters through A/B testing. Utilize Adcredo's platform to streamline the testing process and identify the most effective combinations for your specific goals. Leverage the tool's intuitive features to refine your ad elements and enhance overall campaign performance.

Remember, successful advertising on Google is a dynamic process. Continuously refine your targeting strategy based on performance data, emerging trends, and the evolving needs of your audience.

Unlock the Full Potential of Your Google Ads with Adcredo

Integrating Google Ads into your marketing mix is an indispensable strategy for reaching a vast online audience. With its diverse ad types, targeting options, and extensive reach across the Google network, Google Ads offers a dynamic platform to connect with potential customers precisely when they are searching for products or services. To optimize your Google Ads campaigns and enhance your overall paid marketing efforts, incorporating Adcredo into your toolkit proves invaluable.

Key Advantages of Using Google Ads:

  1. High Visibility: Place your brand in front of high-intent customers precisely when they are actively searching for relevant products or services.

  2. Diverse Ad Formats: Choose from a variety of ad formats, including Search, Performance Max, Shopping, and Video Ads, to tailor your campaigns to different marketing objectives.

  3. Precision Targeting: Utilize advanced targeting options to reach specific demographics, interests, and behaviors, ensuring your ads resonate with the right audience.

  4. Pay-per-Click Model: Benefit from a cost-effective pay-per-click model, where you only pay when users interact with your ads, providing a measurable and accountable advertising strategy.

Why Should You Choose Adcredo for Your Paid Marketing?

  1. Comprehensive Reporting: Gain quick and easy access to essential metrics through Adcredo's professional reporting tool, allowing you to present comprehensive reports for all your selected channels without the need for data scientists or coding expertise.

  2. Campaign Automation: Efficiently manage and update multiple campaigns across various platforms simultaneously with Adcredo's user-friendly platform. Free up time to focus on creatives and overarching advertising strategy while Adcredo takes care of your campaign automation needs.

  3. Streamlined A/B Testing: Simplify the A/B testing process for audience segments, ad creatives, and targeting parameters. Leverage Adcredo's intuitive features to identify the most effective combinations for your specific campaign goals.

In Summary:

  • Google Ads is a dynamic platform offering high visibility, diverse ad formats, precision targeting, and a cost-effective pay-per-click model.

  • Adcredo complements Google Ads by providing comprehensive reporting, campaign automation, and streamlined A/B testing, making it an ideal companion for optimizing your paid marketing efforts.

By incorporating Google Ads and Adcredo into your marketing mix, you'll not only expand your reach but also maximize the impact of your campaigns, driving results and ensuring a competitive edge in the digital advertising landscape.

Anna Sahlberg Carlsson, Digital Marketing Specalist
Anna Sahlberg Carlsson, Digital Marketing Specalist


Give us a few minutes and we will give you thousands back.

Subscribe to our newsletter

Thanks for submitting!

bottom of page