Google Ads: The Definitive Guide

Google Ads: The Definitive Guide

New to Google Ads? Or maybe you’ve been running campaigns for a while and want to improve their performance? Either way, this ultimate guide to Google Ads will answer all your questions!


Chapter I - Getting Started With Google Ads

At first sight, advertising on Google may seem daunting. But once you gain the required expertise (i.e. understand how Google Ads works, define what you want to achieve and how to achieve it, etc.), the picture becomes clearer and things get easier.

This guide is the prelude to our vast and exciting journey to the Google Ads world - it covers the basics of Google Ads advertising, what online marketing is, the difference between organic and paid search, what you need to do before you start advertising on Google, and much more!

Keep reading → Getting Started With Google Ads

Chapter II - Google Keyword Planner: How to Find the Keywords Your Customers Use?

Keywords are the foundation of any successful SEO and PPC strategy - targeting the right keywords will drive the right traffic to your Shopify store. This will result in more leads and more sales.

The focus of this article is Google Keyword Planner - we talk about how you can leverage it to find the right keywords for your Google Ads campaigns. We also discuss the different keyword match types, negative keywords, and why grouping similar keywords in ad groups is important.

Keep reading → Google Keyword Planner: How to Find the Keywords Your Customers Use?

Chapter III - Mastering PPC: How to Create Successful Google Search Campaigns?

Google Search ads are text ads that appear on the SERPs (Search Engine Results Pages) - either at the top (above the organic search results) or at the bottom (below the organic search results).

They expand your reach and can help you achieve your business, marketing, and customer acquisition goals.

This guide covers everything you need to know about them - from factors that Google takes into account when defining the position of your ads and what you need to consider before setting up your first Google Search campaign to how you can actually create successful Google Search ads.

Keep reading → Mastering PPC: How to Create Successful Google Search Campaigns?

Chapter IV - Google Display Campaigns: Uncovering the Power of Remarketing

Have you ever had the feeling that Google can read your mind? That it knows exactly what you want or need? That it shows you the perfect ad at the perfect moment?

Google Display ads are the reason for this to a great extent. Google Display ads appear on websites, social media platforms, and mobile apps that are part of the Google Display Network (GDN). An interesting fact about the GDN is that it consists of over 2 million websites and reaches over 90% of the people on the internet. This is a large-scale reach across different devices, which equals a ton of exposure. Besides, since the GDN is “designed to help you find the right audience,” Display ads are extremely targeted.

Display ads come in all shapes and sizes. Video ads, banner ads, interstitial ads, Gmail ads, and rich media ads are common examples of Display ads - you can choose the format that conveys your message and presents your brand in the best light.

This article will show you how to leverage Google Display ads. You’ll learn what they are, how they can benefit you, how to set them up properly, and more.

Keep reading → Google Display Campaigns: Uncovering the Power of Remarketing

Chapter V - Google Shopping in a Nutshell

Google Shopping is a service that allows merchants to create campaigns and advertise their products or create free product listings. Respectively, it allows potential buyers to easily discover, compare, and purchase products online.

Customers can compare products by different brands - they can view product images and names, descriptions, pricing, availability, seller information, and more. In this way, they can make more informed buying decisions.

Compared to Search ads, Shopping ads are more engaging - there’s the added benefit of the visual stimuli, i.e., the product photos. Customers can see exactly how a product looks before clicking the ad.

Compared to Display ads, Shopping ads are more informative - customers can view essential product information (e.g., a product name and description, price, availability, condition, brand, and more).

In this guide, we talk about how Google Shopping ads work and show you how to create your first Google Shopping campaign.

Keep reading → Google Shopping in a Nutshell

Chapter VI - How to Create Mobile-Friendly Google Ads Campaigns?

Mobile ads appear on smartphones and tablets - either on the SERPs or within apps. As a result, mobile ads allow you to reach customers wherever they are - at home or on the go. Note: Currently, mobile ads don’t appear on wearables (such as smart watches).

In this guide, we talk about the different types of mobile ads, how you can create mobile-friendly Google Ads campaigns, and optimize your existing ads for mobile.

Keep reading → How to Create Mobile-Friendly Google Ads Campaigns?

Your bid tells Google how much you’re willing to pay for a click, conversion, impression, or view (for video ads only). Keep in mind that your bids should neither be too high (because you’re risking spending all your budget without achieving the desired results) nor too low (because this may lead to fewer impressions). The key to success is to find the balance and constantly adjust your bids based on different factors - from campaign type and budget to consumer behavior and seasonal trends.

Assessing all this is a time-consuming task that requires a high level of PPC expertise and a deep understanding of how Google Ads works. So, if you need help, you can always turn to a skilled Shopify Expert. But if you want to do it on your own, this guide will help you get started and understand the basics of Google Ads bidding.

We talk about the difference between manual, automated, and Smart Bidding. We explain what you should factor in when choosing a bidding strategy. We also have a closer look at the top 8 bidding strategies you should leverage - Manual CPC, Enhanced CPC, Maximize clicks, Target impression share, Target CPA, Target ROAS, Maximize conversions, and Maximize conversion value.

Keep reading → The Beginner’s Guide to Google Ads Bidding


If you’re a Google Ads newbie, we hope this guide will help you understand how Google Ads works and give you the confidence to create your first campaign.

If you’ve been running Google Ads campaigns for a while, we hope it will help you optimize them and leverage the platform even further.

If you have more questions, or need help with setting up your campaigns and managing your Google Ads account, don’t hesitate to contact us!


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