The Beginner’s Guide to Google Ads

A simple step-by-step WordPress guide for beginners.

How to Create Ads in Google Ads

Google is by far the largest search engine on the internet processing over 40,000 searches per second and more than 3.5 billion a day. Statistics show that Google accounts for over 87% of the queries searched online, while other search engines such as Bing and Yahoo are nowhere near.

For marketers and business owners, this easily translates to great advertising opportunities. Since everyone on planet Earth googles everything every single minute, you wouldn’t want to miss the chance to promote your business to your potential customers. And the front door to Google advertising is simply called Google Ads.

What is Google Ads?

In 2018 Google Adwords was rebranded to Google Ads – Google’s in-house advertising platform, which allows marketers to create, edit, optimize, and analyze their marketing campaigns within Google’s ecosystem.

You can easily set up your won Google Ads account and start running campaigns across Google Search, YouTube, Gmail, and Google Display Network. Google Ads allows you to manually control almost every aspect of your campaigns such as budget and bidding, schedule, targeting, and many others.

What types of campaigns are available on Google Ads?

Put simply, we can separate Google Ads campaigns into three main categories – Search, Display, and Video. So without further ado, let’s get down to the basics of each type.

Google Search Ads

You’ve come across every type of Google advertising but Search Ads are probably the most recognizable. They appear on the top of Google’s search results page before all organic results. In short, advertisers pay for certain keywords and when someone types these keywords into the search engine, your ad appears on the top of the page.

Unfortunately, it’s not always that simple. There are several things you must consider when creating your search ads on Google Ads. Before you launch your campaign make sure you check out your competitors – what keywords do they target, what is their bid and can you target similar words at a lower price. You can use Google’s own Keyword Planner, which will give you some clever ideas regarding the keywords you plan to target.

Google Search Ads are comprised of headings, descriptions, display URL paths, and call, sitelink or callout extensions.

You can add up to three different headings each of which shouldn’t be longer than 30 characters (including spaces). When crafting your ad you can make it more appealing (and thus more clickable) by adding an engaging description that captures the search intent. You can add 2 descriptions, which shouldn’t be longer than 90 characters each.

Extensions are optional and depending on your campaign objective you might want to skip them.

Display Ads

Google has a giant partners network, which you can benefit from. Many websites sell ad space to Google, which you basically rent when you run display ads. Your display ads can appear on websites and apps, which are part of Google Display Network so that you reach the people that might be interested in your business. Display ads may vary in size and it’s up to you to choose the size that suits you best.

In most cases, the size of your banner ad depends on it’s placement. For example, the leaderboard (728×90) might be a good option for desktop but you should have a mobile version of the same ad with dimensions 320×50.

Here’s a full list of sizes, which you can use when running a display campaign on Google Ads:

Mobile dimensions
  • 300 x 250
  • 320 x 50
  • 320 x 100
  • 250 x 250
  • 200 x 200
Desktop dimensions
  • 300 x 250
  • 336 x 280
  • 728 x 90
  • 300 x 600
  • 160 x 600
  • 970 x 90
  • 468 x 60
  • 250 x 250
  • 200 x 200

Video Ads

As you know, Google owns YouTube, which means you can easily run video ads on the largest video sharing platform through Google Ads. There are several video formats you can choose from depending on your overall marketing strategy. As always, we advise you to combine your marketing efforts and use at least two different ad types. This approach will improve the efficiency of your digital marketing and will expose your business to more customers.

Before we examine the different video formats we must note that you can run video ads across Google’s network as well. Video ads are not necessarily available on YouTube only.

Skippable in-stream ads

These ads run before, during or after a video hosted on YouTube or a Google partner. You can use them for longer videos, which present your offer in detail. However, viewers can skip your ad after 5 seconds.

Non-skippable in-stream ads

This format allows you to run video ads across YouTube or websites and apps, which are part of the Google Partners Network. Keep in mind that your video ad must be shorter than 15 seconds in order to qualify as a non-skippable in-stream ad.

Video Discovery Ads

This format is available on YouTube only as your ad is placed either on the homepage, on YouTube search results page or alongside related videos. It’s best to use this format when you want to reach a broader audience, which is still unfamiliar with your business.

YouTube Bumper Ads

I can’t hide this is my favorite type of video ads so far. Basically, bumper ads run before a video starts and they can have a maximum length of 6 seconds. Bumper ads are unskippable, which is a guarantee that YouTube users will see and hear your message. So let your imagination flow and find a way to convey your key message in 6 seconds or less.

Outstream Ads

These are not available on YouTube but you can run outstream ads across Google’s partners. By default outstream ads run with the sound off until the user turns it back on. They are usually placed alongside relevant content and start automatically.

Masthead Ads

Masthead Ads take over the header of YouTube on TV, desktop and mobile devices. They are mostly used to drive awareness so use them carefully. Masthead Ads are available only if you reach out to a Google representative first.

Google Ads Targeting

Regardless of the type of ads you want to run, it’s crucial to target the right people. Otherwise you might end up spending thousands of dollars with a zero ROAS (return on ad spent).

When setting up your Google Ads campaign you should first choose your objective, which translates to – what do you want to achieve with your campaign.

Once you select your desired objective, you have to set up your budget as well as start and end dates. Then you can further narrow your audience depending on your business.

In the search field you can find people that you believe will be the most interested in your offer. Type anything that you think is related to your business. Experiment until you are satisfied with the audience matched by Google. In the “Browse” tab you can targeting people depending on their hobbies, interests, and behavior. Your customers are somewhere there and you must find them.

You can go a step further and narrow your target audience even more by age, gender, parental status, and household income.

Pro tip: If you already have a working website, which drives a lot of traffic you can show your ads only to users that have visited your website. In order to do so, you should first create your audience in Google Analytics (GA) and then link your Google Analytics account with your Google Ads account. Just follow these steps:

1. Go to the “Admin” section in your Analytics account.
2. Navigate to “Google Ads Linking”
3. Your Google Ads accounts will appear here. Choose the one you want to link.

Keep in mind that you should be logged in your Google Ads and Google Analytics accounts simultaneously.

Now that you’ve linked your accounts it’s time to share your GA audiences with your Google Ads account. In Analytics go back to “Admin” and then scroll down to “Audience Definitions” and then “Audiences”. By default, Google Analytics has created your first audience, which is named “All Users”. When you select your audience you will see an option “Audience Destinations”. From here you can share your audience with Google Ads.

Now you are all set. Start experimenting with Google Ads. If you have any questions and thoughts, share them in the comments below.



Specialized in building corporate websites, online stores, and software products, that will boost your revenue. You can reach me out on

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