Google Ads Workshop - June 24, 2021

Recorded version of the workshop on Google Ads from June 24, 2021:

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Key Learnings from Webinar 

Introduction to Google Ads 


  1. What is Google Ads 
  2. Search vs Display 
  3. Elements of a Google Ad
  4. Structure, Set-up, Keyword Research, Tracking, Budgets 
  5. Bidding Strategies 
  6. Optimization

What is Google Ads

Video Start Time: 9:03


Google's advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in Google's search results. 

Example: Results from Google search with an ad icon are examples of SEM (Search Engine Marketing - a form of internet marketing that uses paid advertisement to increase their visibility in search results) 

SEM ads can help increase your visibility online 

  • This can be especially useful when you are still trying to build your SEO (Search Engine Optimizations) tactics 
  • Using SEM ads can help you appear on the first page of Google search results/increase your visibility for keywords related to your industry 
  • Google Ads helps you reach people when they interested in the products/services you offer, by appearing in their search results 

The Difference between Search and Display

Video Start Time: 10:30 


  • Pull campaign - the customer is searching for a product or service 
  • Search ads are displayed above the organic listings on the search results page of Google 
  • High intent to buy - actively looking 
  • Largely text based
  • Rank with your competition - show up in keyword search results with like business/services
  • Bottom of the funnel sales tactic - putting in front of them what they are looking for 
  • Lower ad budget and Higher ROI (Return on Investment) - more likely to buy 


  • Push campaign - pushing a product/service at a customer - not actively searching
  • Display ads are shown on various websites you are browsing (i.e a store ad on an article you are reading)
  • Low intent to buy
  • Largely image based
  • Displayed across different website
  • Increased Brand awareness 
  • Higher ad budget 

How it Works

Video Start Time: 14:00 

How Google Search Ads work

An auction system  

4 Main Steps 

  1. Starts with a search query - Google decides which ads are going to be displayed based on the search 
  2. Finds up to 4 different advertisers whose keywords match the search query
  3. Google decides which ads they are going to show - based on quality score, bid, ad extensions and ad format
  4. Ads that win the auction are displayed

Elements of Google Search Ads

Video Start Time: 15:18 

Important elements in creating Google Ads

  • URL (Landing Page) - Landing page should be relevant to your keywords and the ads you are creating - This also helps your quality score 
  • Display URL - ability to edit the URL displayed in your ad - the URL can include keywords related to your business/service
  • Headlines 1, 2, 3- Minimum 2 headlines (max. 30 characters)
    • Headline 1 should include the main keyword you are focusing on 
    • Headline 2 can be more descriptive
    • Headline 3 can include a CTA (Call to Action) 
  • Descriptions 1, 2- Minimum 1 description (max. 90 characters) 
    • Include as many keywords that are relevant 

  • Extensions - give more information on your business/service what you are offering 
    • Callout - i.e open 24/7
    • Call - Phone Number
    • Sitelink - Links to different parts of your website - i.e Contact Us 
    • Location - your address

Note: These are not always included 

What you need to get started for a Google Search Campaign 

Video Start Time: 20:04 

  1. Google Ads Account 
  2. Keyword Strategy 
  3. Ad copy

Create an Account

  • Follow the steps
  • Add your billing information  

Keyword Strategy

Video Start Time: 21:05

  • Match Type - how you match with user's search queries  
    • Exact - exact keyword(s) of user's search
    • Phrase (and BMM) - phrase match takes your keywords and allows them to me matched with other words and the order
    • Broad - matches your keyword(s) to other searches that are considered relevant 

Recommendation: Start with Exact and Phrase 

  • Search Volume - When developing keywords - consider how many people are searching your keyword(s)
    •  Free tools: Search volume tool in Google ads, Keyword Planner  
  • Relevancy - Ad is relevant to search queries 
  • CPC (Cost per Click) - dependent on your industry - start your bids at $1 and monitor the results 


Structure, Set-up, Keyword Research, Tracking, Budgets


Video Start Time: 26:26

Themed Campaigns/Ad Groups 

Ways to split your Google Ad campaigns 

  • Product 
  • Geo - campaigns by location (multiple locations) 
  • Keyword - campaigns for different keywords 


Video Start Time: 29:10

Measure the success of your Google Ad campaigns 


  • Link your Google ads and Google Analytics accounts 
  • Create a goal in Google Analytics and import it into your Google Ads account 
    • Measure goals by destination URL, button click, phone call, etc. 
    • Can be micro and/or macro conversions 
    • Can be used to make informed marketing decisions
  • Optimize to conversion events - automated bidding strategies 
  • Track performance accurately 
  • UTMs (Urchin Tracking Module) - automatically tracks where people are coming from 


  • Start small
  • See what works and scale!
  • Caution: large budget increases 

Bidding Strategies

Video Start Time: 34:38 

Types of Bid Strategies  


  • Manual CPC (Cost per Click) 
    • Set bids for different ad groups or keywords on your own 
    • Quickly adjust budgets 
    • Requires monitoring and optimizing 


  • Maximize Clicks
    • Automatically sets bids to receive as many clicks as possible within your budget 
  • Maximize Conversions
    • Automatically sets bids to maximize your conversion rate 
    • Micro conversion goals
  • Maximize Conversion Value
    • Automatically sets bids to get the most conversion value for your campaigns 
  • Target CPA (Cost per Acquisition) 
    • Automatically sets your bids to receive max conversions within your target per cost acquisition 
  • Target ROAS (Return on Ad Spend) 
    • Automatically sets your bids to receive max conversion value within your target return on ad spend 

Recommendation: Start on Manual CPC - see how its delivering, see what is working, what is gaining traction? 

Concluding Thoughts

Video Start Time: 41:11

  •  Optimize! - Get the most out of your campaigns 
  • Try different things! - Test different structures, bidding strategies, ad copy, keywords, etc 
  • The platform needs time to react and optimize accordingly - min. one week 
  • Expand or reduce the # of keywords you're targeting 
  • Optimize your landing page to improve conversion rates and relevancy score
  • Check the Google Recommendations tab!

Workshop Discussion/Questions

Video Start Time: 45:26

Video Start Time: 46:20 - Discussion on - Analytical Data and Content Creation/Keyword Creation using Search Terms 

  1. What Google App would you recommend that optimizes analytics and ads? - Video Start Time: 49:49 
  2.  Are your budgets set at the campaign level for Google Ads? or can they be set at the Ad Group level? or the ad level?- Video Start Time: 51:41            
    • Daily budget set at campaign level
    • on Manual CPC - default CPC (costs per click) at ad group level 
  3. What are negative keywords - Video Start Time: 52:37
    • Words that are excluded from your campaigns
    • Words you don't want your ads to show for
    • Examples: Employment, Jobs - people looking to work for your company
    • Exclude words in your search results that you don't want your ad to appear for
  4. How to measure conversions of Google Ads for businesses that are Brick and Mortar/How they may use Google Ads/How to track success - Video Start Time: 53:55
    • Look at correlations - click through rate and the relevant search terms 
    • Volume of clicks to increase in business in store 
    • Where did you hear about us? 
    • Utilize your extensions in your Google Ad to measure - clicking on your location/phone number 


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