Beginner’s Guide to Google Ads. Maximizing Campaign ROI

28-Feb-2020 02:47 PM Digital Marketing

For someone who is starting out new, the PPC world is very confusing and highly competitive. With lots of savvy marketers who know the business like the back of their hand, it can seem like they get the lion’s share of the market and the sales. It’s frustrating when someone else gets the numbers and not us. You are competing with the giants and some well-funded startups with big marketing budgets.


Trying to reach the first page of a Google search may take time, sometimes years. For SEO marketing to work, you must post helpful content regularly. Sometimes content done right can break the internet. That’s months of coming up with ideas and writing fresh content. 

Organic growth is inexpensive but highly competitive. You must know how the Google search engine works. With Google Ads, you bid for keywords and get your campaign started. Your results appear above the organic research results.

This is where PPC comes in.

You can still use PPC while growing your website organically. The PPC world is equally as complicated. To take advantage of PPC campaigns, you need good knowledge about its workings and get it right in the first go itself. Else, your campaign will run out of steam even before it begins.

Advantages of Google Ads

Google Ads is effective. They get 64% of the clicks on the search results. Few of the advantages of using Google Ads are:

  • Businesses can drill down and target specific devices like iPhones and Windows. Bid adjustments allow higher or lower bidding on devices that are more likely to convert.
  • Google’s many targeting options ensure that your ad displays to potential customers. They can filter based on geographical location, age, keywords, and more. They can also choose the time of day.
  • Businesses can track the performance of their ads which includes the number of users that viewed and clicked on the ad, and the action taken after viewing your ad.
  • What is amazing is that you pay only for clicks, hence the name. You do not pay for impressions. This advertising model is a money-saver for businesses.

How Google Ads Work

Google Ads is a bidding platform where:

  • advertisers bid for the position
  • the audience they want to reach
  • the amount of money they are willing to pay for their bids and
  • the price for each click you receive.

Your ad will be shown if you are the highest bidder for that target and position. Unsurprisingly, Google will always go with the highest bidder. Which means you may not get a good ranking if you do not set a good enough budget.

However, it is all about quality for Google when it comes to paying for rankings. If the second-highest bidder is lower than the first highest bidder’s maximum PPC, the highest bidder will be charged the price of the second-highest bidder was willing to pay. You must have the highest bid and the best quality ad to get the position of choice.

The Quality Metrics

Before you set up the ad, you must consider the quality of information you are going to provide to the consumer once they choose to click on your ad/link. The landing page the potential buyers are taken to must be of good quality.

That means you must not mislead the users, and it must give adequate information to the users. Google wants to see content that is relevant to the keywords used. Conversions happen only if you send potential customers to the right page with the right content.

After potential customers arrive at your landing page by clicking on the ad, you may entice them with offers that they can use. Even getting people to your landing page is a success.

ROI Strategy

All the above will cost you some dollars. On Google Ads, you can set a daily budget that allows you to control your spending. If you do not have returns, the campaign may not be worth it. At this point in time, you must relook as to which part of the ad is not working.

If your ad is successful, you may have to spend more money. The best way to make a sale is to think about providing offers so that you have a good ROI. For the ROI strategy to work, you need to plan the following:


This allows you to control how much you are spending on your advertising and the budget. It will help you avoid overspending. If you are not getting the results you want, you may want to reconsider your top bid or the keywords and look for less competitive options.


You can use Google’s free keyword planner to know your customers well. Use the tool, fine-tune the ad using product category to reach people who are looking for your category of your products. You can at a later stage reduce competition while keeping an eye on the frequency of the keyword search every month. Try to find the lowest average bid, with the highest monthly searches.

Research on Competition

While researching your keywords you’ll notice that your competitors are at the top of the rankings. Wouldn’t you like to know how they do it? Using websites like SEMrush and Spyfu will inform you about what keywords to use and how many companies are using them. It includes details like how many advertisers are using a particular keyword, other keyword ideas that perform well in your niche, competitor backlinks, product listing ads, analysis, among other insights.

An Effective Landing Page

You must have a clean and effective landing page, as this is the first place your users will land on. If your landing page converts a lot of visitors, Google can help increase your ranking.. Give your landing pages a simple design. If it is design-heavy, it may not load on time and you may lose buyers. Use attractive typography and use bullet points as often as you can. Make it easy for your users to find information and purchase your products.

Your Campaign

Google Ads work based on location, keywords, products, and targets. Take advantage of demographic targeting and click-to-call. Google Ads allows you to target based on income, parental status, gender, and age. The smaller your target audience, the better is the chance of a conversion.

With click-to-call option, you can let your potential customers call you for further information. You can also rotate ads to test them to find the best ones for your audience and Key Performance Indicators (KPIs). Read this article for more information on KPI. Google will do this automatically and help you create a range of ads.

Your ad

You must create a simple ad and create it well, and focus on your Unique Value Proposition (USP). Simple ads are effective, be it on Google or on Facebook.

Remember to keep these 3 components:

  1. Benefit/Claim - You could tell how better are you from your competition, or how is your company different.
  2. Proof - Mention if you won an award, or if you have been mentioned in the media.
  3. Call-to-action - The final step is a simple call-to-action; it is to get your potential buyers to the landing page.

Google Ads is a powerful tool which helps in acquiring new customers for your business. Use the platform smartly to achieve a respectable ROI. Make several ads and let the platform test your ads. Let us help you create effective ads for Google. Contact us for more information.