The Ultimate Guide to Running Google Ads: Exploring Various Types and Best Practices


Google Ads, formerly known as Google AdWords, is a powerful advertising platform that allows businesses to reach a broad audience online. Whether you’re new to Google Ads or looking to refine your strategy, this comprehensive guide will walk you through the process of running Google Ads campaigns and explain various types of ads.

Section 1: Getting Started with Google Ads

1.1 Setting Up Your Google Ads Account:

  • Visit the Google Ads website and create an account.
  • Choose your advertising goals and objectives.
  • Set up billing and payment options.

1.2 Understanding the Google Ads Dashboard:

  • Navigate the dashboard and understand key metrics.
  • Explore the Campaigns, Ad Groups, and Keywords tabs.
  • Familiarize yourself with the Tools & Settings section.

1.3 Keyword Research:

  • Conduct keyword research to identify relevant search terms.
  • Use Google’s Keyword Planner and other tools.
  • Understand the concept of keyword match types.

Section 2: Types of Google Ads

2.1 Search Ads:

  • Create text-based ads that appear in search engine results.
  • Understand ad ranking and quality score.
  • Set up ad extensions to enhance your ad’s visibility.

2.2 Display Ads:

  • Design image and video ads to be displayed on Google’s Display Network.
  • Explore targeting options like demographics, interests, and placements.
  • Utilize responsive display ads for optimal performance.

2.3 Video Ads (YouTube Ads):

  • Create video ads for YouTube.
  • Understand ad formats like skippable ads, non-skippable ads, and bumper ads.
  • Use targeting options to reach the right audience.

2.4 Shopping Ads:

  • Set up Google Shopping campaigns for e-commerce businesses.
  • Create product listings with images, prices, and descriptions.
  • Optimize product feeds and bidding strategies.

2.5 App Campaigns:

  • Promote mobile apps on Google’s platforms.
  • Define goals, budget, and target audience.
  • Measure the performance of your app campaigns.

2.6 Local Service Ads:

  • Target local customers by running ads for service-based businesses.
  • Get verified and set up your Google My Business listing.
  • Manage and respond to customer leads.

2.7 Smart Campaigns:

  • Use Google’s automated advertising option for small businesses.
  • Set your goals, budget, and ad text, and let Google handle the rest.
  • Monitor performance and make adjustments as needed.

Section 3: Optimizing Your Google Ads Campaigns

3.1 Ad Copy and Landing Pages:

  • Write compelling ad copy that aligns with your keywords.
  • Ensure landing pages provide a seamless user experience.

3.2 Bidding Strategies:

  • Choose the right bidding strategy for your goals (e.g., CPC, CPA, or ROAS).
  • Use automated bidding for efficiency and performance.

3.3 A/B Testing:

  • Continuously test different ad variations to improve click-through rates and conversions.
  • Analyze results and make data-driven decisions.

3.4 Quality Score and Ad Rank:

  • Understand the importance of quality score in ad ranking.
  • Implement strategies to improve ad quality.

3.5 Budget Management:

  • Set and manage your campaign budget effectively.
  • Monitor and adjust your budget based on campaign performance.

Section 4: Measuring and Reporting

4.1 Key Metrics:

  • Learn about essential metrics like Click-Through Rate (CTR), Conversion Rate, and Cost-Per-Click (CPC).
  • Understand the significance of Impressions, Clicks, and Conversions.

4.2 Conversion Tracking:

  • Set up conversion tracking to measure the success of your campaigns.
  • Track various types of conversions, such as form submissions, sales, or phone calls.

4.3 Google Analytics Integration:

  • Integrate Google Ads with Google Analytics for in-depth insights.
  • Analyze user behavior on your website to make informed decisions.

Section 5: Ad Management and Ongoing Optimization

5.1 Ad Scheduling:

  • Create ad schedules to display your ads during specific times and days.
  • Optimize your campaign based on when your audience is most active.

5.2 Geographic Targeting:

  • Use location targeting to reach users in specific regions.
  • Adjust bids and ad copy based on location performance.

5.3 Negative Keywords:

  • Implement negative keywords to prevent your ads from displaying for irrelevant search queries.
  • Improve click-through rates and lower costs.

5.4 Ad Extensions:

  • Take advantage of ad extensions like site link extensions, callout extensions, and structured snippet extensions.
  • Enhance your ad’s visibility and relevance.

5.5 Ad Rotation:

  • Experiment with ad rotation settings to test different ad variations.
  • Discover which ads perform best and make adjustments.

5.6 Competitor Analysis:

  • Analyze your competitors’ ads and strategies.
  • Identify opportunities to differentiate your ads and stand out.

5.7 Ongoing Monitoring and Adjustments:

  • Continuously monitor your campaign’s performance.
  • Make regular adjustments to optimize your ad spend and achieve your goals.

Section 6: Websage’s Assistance with Google Ads

6.1 Professional Support:

  • If you find Google Ads challenging or time-consuming, Websage offers professional support for campaign setup and management.

6.2 Custom Solutions:

  • Websage can tailor Google Ads strategies to meet your specific business objectives.

6.3 Campaign Monitoring:

  • Websage continually monitors and optimizes your campaigns for the best results.


Google Ads is a powerful tool for businesses looking to reach a broad audience online. By following this comprehensive guide and exploring the various types of ads, you can create effective campaigns that drive traffic, increase conversions, and achieve your business goals. Whether you’re new to Google Ads or looking to refine your strategy, this guide provides a solid foundation for your advertising success.

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