Advertise on Google – How to Start Advertising?

Google ads written in the search bar in front of the monitor.

Google AdWords campaigns, Google PPC campaigns, sponsored Google Ads, Google AdWords… You’ve likely encountered these terms multiple times but haven’t taken the next step to advertise on Google. What’s the difference between AdWords and Ads? There is none—Google AdWords changed its name to Google Ads in 2018. Don’t let that part confuse you.


For those unfamiliar with the topic, Google advertising is a measurable way to advertise your products or services. There are many types of campaigns, ads, and ways to advertise on Google. In this blog, we’ll try to explain the basics and briefly describe how to get started with Google Ads advertising.



How to start with Google Advertising?


Open a Google account


To start advertising with Google Ads, you need a Google account. You can create a Google account on the official Google website or by clicking on the link provided. You will need to enter your first and last name, basic information such as date of birth and gender, and choose a Gmail address. Of course, you can also use an existing email address and convert it into a Google account. Finally, choose a password, and that’s it! You’ve created your Google account.


User interface when opening a Google account.

Open a Google Ads account to advertise on Google


After creating a Google account, you need to create a Google Ads account where your Google Ads will be created. You can open a new Google Ads account here. Follow the steps provided and fill in all the necessary information.


The information required includes your business details (billing country, time zone, currency) and billing information (the card used for advertising payments, business name, address, VAT number, etc.). At the end, you can choose whether to receive guidelines and tips for campaigns, which is also the last step in setting up your account. You are now ready to create your first campaign!


User interface when opening a Google Ads account.

Create a Google Ads campaign


A Google Ads account can contain multiple campaigns. Each Google campaign includes ad groups, and within each ad group, there are ads and keywords. This structure allows for easy management of different aspects of your advertising.


The structure of a Google Ads account in the example of a search campaign is as follows:


The hierarchy of Google Ads accounts.

Choose the campaign type you want to create to advertise on Google


Google advertising is constantly evolving, with new types of campaigns regularly being introduced. The campaigns you can choose from include:

– Search campaign
– Display campaign
– Shopping campaign
– Video campaign (YouTube)
– App campaign
– Performance Max kampanja
– Smart campaign


The type of campaign you choose depends on your advertising goals and the kind of ads you want to show to potential customers.


The first step in creating a campaign is selecting your advertising objectives. Once you have chosen a goal, such as “sales,” the next step is to choose the type of campaign. You will select one of the campaign types mentioned above, based on your advertising goals. Finally, you will enter a name for your campaign and proceed with the setup.


Types of Google Ads campaigns.

Next, enter important information that will apply to all ad groups within the campaign you are creating. Choose the bidding method, the networks where you want the ads to appear, the area the ads will cover, and other settings.


Google Ads campaign settings - language and advertising location.

The next step is to create keywords and ads, but you can skip this part for now and do it after setting up the campaign. In an already-created campaign, you can always add new ad groups, new keywords, and new ads. Our recommendation is to do this after creating the campaign itself. So, create the campaign without ad groups, and add them later.


Next, enter the daily budget, and your campaign is ready to go live!


Go through the entire campaign creation process in detail and carefully choose the settings based on your advertising goals. Once the campaign is created, it will offer you many options for displaying ads, such as “ad scheduling,” which allows you to choose the days and hours when your ads will be active. Most campaign settings can be changed at any time, so take your time and go through everything in detail to maximize the effectiveness of your advertising.


Add ad groups


Ad groups allow you to separate different products or services. For example, within a campaign for cakes, ad groups could be “fruit cakes,” “dry cakes,” and “Christmas cakes.” In a travel agency, ad groups can be created based on destinations, while in a massage salon, they can be created based on the type of massage offered.


Adding an ad group to a Google Ads campaign.

Add keywords


After creating an ad group, you need to decide who will see the ads. In our case, since it’s a Google paid search campaign, we will add keywords. Before setting up keywords, conduct research using the Google Keyword Tool, a free tool available within your Google Ads account under Tools & Settings. This tool will show you the search volume for a specific keyword, recommended bids, and other indicators. Take your time to thoroughly study this tool and make sure to use it when creating your keyword list.


Adding keywords to a campaign.

Create ads


Each ad group requires at least one ad. By adding multiple ads, you enable testing of different variations to see which type of text or visuals attract your audience more. In this case, we are adding text ads, as we have chosen a search campaign.


For text ads, you can enter up to fifteen headlines and four descriptions. Of course, not all of them are necessary, and the ads will still be displayed even if you enter only three headlines and two descriptions. However, our recommendation is to enter all of them to allow the Google algorithm more room for testing. Over time, Google will recognize which texts your target audience responds to best and will display those more frequently.


Adding ads to a campaign.

Add ad extensions


After setting up your ads, add extensions that enhance the visibility and functionality of your ads.


Adding ad extensions to a campaign.

There are different extensions such as:

– Call
– Callout (highlighting advantages, e.g., free shipping)
– Sitelink (clickable extensions that lead to different landing pages)
– Location (extension that displays the location)
– Promotion (used for promotions you have)
– Other extensions


We have listed and described some of the “assets” (ad extensions) you can use, and we believe you will explore the others as well. Of course, you should use various extensions to provide your potential clients with maximum information through your ads.


Advertise on Google – Final recommendations


1. Create a Google Analytics 4 Account: Link it with your Ads account to track the effectiveness of your advertising.
2. Set Up Conversions (Key Events): Track key events like submitted forms or purchases. For webshops, set up e-commerce tracking using Google Tag Manager.
3. Open a Google Business Profile: Link it with Google Ads to use your business location in ads.


By correctly implementing these steps, your advertising on Google can yield significant results. Start today and take advantage of all the benefits Google Ads offers!



Advertise on Google – Want to leave advertising to the experts?


Although Google Ads advertising may seem simple at first glance, it requires time, knowledge, and experience to achieve optimal results. Spending time and money on campaigns that don’t deliver the best results is not the best choice, right? Feel free to contact us, ask any questions you have about Google advertising, and leave the job to the experts. We have been a certified Google Partner since 2017.


Call us at 097 707 4875, send us an email at info@adssential.com, or send us a message here.