How To Purchase Google Ads – A Simple Tutorial

Google Ads, the powerful advertising platform from Google, serves as a pivotal tool in the realm of digital marketing. This platform enables businesses to place ads in Google’s search results and across its extensive network, significantly amplifying their online presence.

In this simple guide, we’ll walk you through the essentials of purchasing Google Ads and maximizing it’s effectiveness, ensuring you can leverage this robust platform to achieve your marketing objectives.

Setting Up A Google Ads Account

You will need a Google account to set up a Google Ads account.

1. Visit the Google Ads website: go to the official Google Ads page.

2. Sign in with a Google account: If you don’t have one, you’ll need to create it.

3. Follow the setup prompts: Google will guide you through the initial setup process, including basic information about your business.

You may have the option to switch to “Expert Mode” during the creation process. We explain the differences in the next section.


Note: Make sure you take advantage of new sign up bonuses. You can also look for promo codes from Google partners.

Google Ads Smart Mode Vs Expert Mode

Google Ads offers two different modes for managing campaigns: Smart Mode and Expert Mode. These modes cater to users with varying levels of experience and needs. Here are the key differences between them:
Smart Mode
  • User-Friendly Interface: Smart Mode is designed for beginners and those who prefer a simplified, more guided experience.
  • Automated Campaign Management: It automates many of the processes, such as keyword selection and bid strategies, relying on Google’s algorithms.
  • Limited Customization: Offers fewer options for customization and detailed settings, making it easier for newcomers but potentially limiting for advanced users.
  • Quick Setup: Allows for faster campaign setup, ideal for small businesses or individuals who want to start advertising without a steep learning curve.
  • Goal-Oriented Campaigns: Focuses on achieving specific goals like calls to your business, visits to your storefront, or actions on your website.
  • Limited Access to Advanced Features: Some of the more advanced features available in Expert Mode are not accessible in Smart Mode.
Expert Mode
  • Full Range of Features: Expert Mode provides access to all the features and settings available in Google Ads, offering full control over campaigns.
  • Detailed Customization: Users can manually select keywords, set bid strategies, and make adjustments based on detailed data analysis.
  • Complex Interface: The interface is more complex and offers detailed options, suitable for those with experience in digital advertising.
  • Advanced Targeting Options: Includes more advanced targeting options, such as the ability to target specific devices, locations, and audience demographics.
  • Greater Control Over Budgets and Bids: Offers the ability to closely manage and adjust budgets and bids for different campaigns and ad groups.
  • Access to Additional Campaign Types: Provides access to a wider variety of campaign types, like Display Network campaigns, Video campaigns, and more.

Smart Mode is tailored for ease of use and simplicity, ideal for beginners or those with limited time to manage campaigns. Expert Mode, on the other hand, is designed for users with a deeper understanding of Google Ads, offering detailed control and customization options for more complex campaign strategies.

We would not recommend expert mode if you do not have Google Ads training as the wrong settings and optimisations can significantly impact performance and burn through your budget. However, to get the most out of Google Ads, you would need to make optimisations in expert mode. Our course Google Ads Lead Generation mastery can help you get up to speed.

How Google Ads Work

Regardless of which mode you use to control Google Ads, the system works in the same way.

Google Ads is like having a billboard in a digital world, where you can show your ad to people who are most likely to be interested in what you’re offering. Here’s how it works in simple terms:

1. Choosing Where to Show Your Ads: Imagine the internet as a huge network of streets. Google Ads lets you place your ads on specific streets (websites) or even at specific addresses (search results for certain keywords). This way, you’re more likely to reach people interested in what you have to offer.

2. Setting Up Your Billboard: Creating an ad in Google Ads is like designing a mini-billboard. You decide what it should say and how it should look, . You can make text ads that show up in search results or image ads that appear on websites.

3. Targeting Your Audience: Google Ads allows you to show your billboard to specific groups of people. For example, if you’re selling gardening tools, you can target people who are searching for gardening tips online. This way, you’re not showing your ad about gardening tools to someone who’s looking for car repair advice.

4. Budgeting: You tell Google how much you’re willing to spend on your ads. It’s like saying, “I only want to spend this much money on my billboard each day.” Google then tries to show your ads to the right people within your budget.

5. Paying for the Space: Instead of paying a fixed price to put up your billboard, you pay based on how many people see it or click on it. It’s like renting a billboard where the cost depends on how many cars drive by and look at it. The only difference is that competitors are also trying to buy rent this billboard. See the next system for more information.


Google Ads Auction System

Google Ads operates like an auction, but it’s not just about the highest bidder winning. When someone searches on Google, an instant auction happens. Imagine a group of people (advertisers) holding up signs (ads) and bidding to show their sign to the person who searched.

Each bidder decides how much they’re willing to pay if their sign is seen or clicked on. But, unlike a regular auction, the highest bid doesn’t always win.

Google also looks at how relevant and useful each sign is to the searcher – think of it as a quality score. So, a sign that’s really relevant but with a lower bid might win over a less relevant sign with a higher bid.

This system ensures that searchers see ads that are most relevant to them, and advertisers get to reach the right audience without necessarily having to pay the highest price.

This is why expert mode is so important. It allows you optimise and improve the relevancy and usefulness of your campaigns.

Key Considerations For Google Ads

Clear Business Objectives: Before launching any ads, you need a clear map of where you’re headed. What are your goals? Are you looking to increase online sales, drive traffic to your website, or boost brand awareness? Clear business objectives guide your advertising strategy and more specifically your conversion tracking, helping you choose the right kind of campaigns, keywords, and target audience. Without well-defined objectives, it’s like sailing without a destination, which could lead to wasteful spending and unclear results.

Conversion Tracking: This is like having a spyglass that lets you see what happens after someone interacts with your ad. Do they buy something, sign up for a newsletter, or download your app? Conversion tracking helps you understand which ads are leading to valuable customer activity. It’s essential for measuring the return on investment (ROI) of your ads. By knowing which ads convert browsers into buyers, you can optimize your campaigns to focus on the most effective messages and keywords

Campaign Control: Think of this as being the captain of your ship in the vast ocean of digital marketing. Campaign control means having a firm grip on various aspects of your Google Ads campaigns, such as budgeting, targeting, bid adjustments, and choosing the right types of campaigns. It’s crucial to regularly review and adjust these settings to align with your marketing goals. Effective campaign control enables you to navigate through changing market conditions and consumer behaviors, ensuring that your advertising efforts are efficient and targeted.

Looking Forward

In today’s market, B2B buyers are remarkably self-reliant and well-informed, initiating their purchasing journey online more frequently than ever. This evolution calls for an advanced search strategy that transcends simple keyword targeting.

As competition intensifies, especially in category-specific keywords, B2B marketers are facing escalating costs. Consequently, innovative and targeted strategies are essential to achieve significant growth in this environment.

Whether the focus is on SMBs or large enterprises, it’s crucial for B2B marketers not just to produce content that resonates with various stages of the buyer’s journey, but also to utilize paid search effectively as a tool for distributing this content.

This dual approach ensures that valuable content reaches the right audience at the right time, enhancing the overall impact of the marketing efforts.



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