Google Ads for Beginners: Developing Your Core Strategy in Three Simple Steps

When we work on our clients’ Google Ads Campaigns in Cleveland, we focus on three steps. These three simple steps will help you to control your ads and get results. We call them relevance, targeting, and structure. 

Creating an attention-grabbing, emotion-evoking ad creative can be one of the most daunting tasks a marketer can undertake.

Nevertheless, a powerful ad creative can be one of the best investments a business can make, skyrocketing click-through-rates, conversions, and profits.

Before we jump into it. We created a few best practices for you to follow:

  • Understand the objectives of your target audience
  • Use relevant, high-quality graphics/images (Display Ads)
  • Limit Your Text
  • Include your target keywords 
  • Include your brand awareness
  • Sense of urgency
  • Focus on the benefits
  • Speak to one specific target audience
  • Have a compelling offer
  • Make your offers easy to comprehend
  • Be specific
  • Differentiate your ads from your competition
  • Design your ad for multiple devices
  • Check for grammar and spelling
  • Match your ad to your landing page
  • Use words that trigger
  • Display credibility and reliability
  • Include a relevant call to action

The options for which type of ad campaign you choose to run is up for you to decide. It includes Search Engine Ads, Desktop Ads, Ads on Mobile, Call only Ads, Remarketing ads, YouTube Ads, and more.

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1. Relevance

Most beginner advertisers have a hard time understanding that Google wants to offer a great user experience. They achieve that by showing super relevant results to their users for every search. First, you must stay relevant in all the parts of your campaigns. When you create an ad, it must offer a good user experience.

If you have a business, you want to target potential customers with Google Ads. You can’t waste your resource, reach the wrong people, and can’t lose customers when they visit your site.

Your target audience searches for information on search engines like all the other users. Google Ads works with keywords. You must know or figure out what keywords your customers use. In many cases, you must predict what they search for and need. 

To stay relevant, you need to frequently A/B test your Google Ad Campaigns which will help you increase your website conversion rate. Frequently testing, equals consistently improving your website, click-through-rate, and conversion rate.

For example, the only way to target a new trend on Google Ads is by predicting it. This is why you need to know your audience. Then, you must offer a relevant landing page to give them what they want.

However, you can use a few tools to find most of the keywords in your niche. It is a good thing that you don’t have to figure out everything. So, you need keywords relevant to your business and niche.

Once you take care of the keywords, you must create great ads and landing pages. The flow of relevancy will determine your success. The ad copy must be relevant for your keywords, and the landing page must give what you promise with your ad. If you break the flow of relevance, your conversions will drop.

Let’s get to the point. It doesn’t matter how well you choose your keywords, how awesome your ad copy is, or how effective you are at optimizing your Google Ad Campaigns. If your landing pages are not providing a great and relevant user experience for your Google Ad Campaigns, your campaigns will sink and they will not convert. Landing pages need to: 

  1. Load quickly 
  2. Be mobile, tablet, and responsive friendly.
  3. Relate to the search query
  4. Clearly demonstrate the value of your product or service
  5. Provide social proof
  6. Include a call to action

You need to prioritize the user experience and messaging on all landing pages and your website.

2. Targeting 

This step includes the right actions until finding your potential customers online. You actually have to use the available data and tools to narrow down your target audience. Even if your ads are relevant to your business, you can’t get results if they are visible to the wrong people.

The first step is to use Keyword Planner, which is the keyword tool by Google Ads. Keyword Planner is available when you are active on Google Ads or create a new campaign. 

You can type a simple term and get hundreds of suggestions. It allows you to do unlimited searches and create a massive list of keywords. Each keyword will target a different audience, so you need to figure out which ones work for you. You don’t have to check all the keywords one by one. You can create groups of keywords and get useful suggestions from Google Ads.

Lastly, you can exclude users from your ads based on their demographics. For example, if your product targets males, it would be a waste of money to show your ads on females. You can find the right demographics on Google Ads options.

There are demographics based on the country, age, device, and interests. These options, combined with the right keywords, allow you to target a narrow group of people. 

Your competitors are out there, ramping up auction prices putting their message in front of consumers, some of which are your very own target audience. 

You can learn so much from your competitors and continuously stay one step ahead. Firstly, you need to know who your competitors are. They are not always the companies you think they are. 

Here’s a tip: Go to the ‘Auctions Insight’ report in Google Ads and see who is taking auction shares away from you – also note how this changes over time. With this knowledge, you can use one or more of the many great competitive research tools out there to see which keywords they are using, what their ads look like, what display creative they are running, and more. 

Even without access to these tools, simply searching and reviewing landing pages will give you ideas. Are they offering something you are not? Is there a gap in their strategy you can exploit?

Perform a SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats) of your competitor’s digital landscape to see how you rank up and benchmark compared to them. Jot down key actionable items where you can start moving the needle and beating out your competitors on Google Ads and within your entire online presence.

Retargeting for Google Ads will allow your eCommerce website to easily install your Google Ads Retargeting pixel. This will allow your eCommerce website to retarget your website visitors which helps increase touchpoints, brand awareness, and get your shopper back onto your website to purchase or revisit their cart or the product that they were viewing.

3. Structure

If you have the right structure for your ads, you will be able to optimize, measure, and scale your campaigns. Most advertisers create multiple ads over time. So, they target thousands of keywords, use multiple landing pages, and test their demographics. 

If you want to have control of your campaigns, you need specific goals that help your business. When your goals are clear, you know if each ad works for you, and it is easy to optimize a campaign. You can remove keywords that don’t work, improve your copy, or focus on specific parts of the ad.

Then, you can measure your results. If you have a goal, you always know how close your metrics are to the desired results. Google Ads always shows you specific metrics of your ads like clicks, CPC, CTR, etc. Campaigns with no goals can’t evaluate these important metrics.

The right structure and goals allow you to scale your campaigns when they work. You can also decide the right way to scale them. For example, you can create new ads, new keyword groups, or target a new audience.

Make sure that your conversion tracking is tracking correctly and accurately.  


Many beginners get overwhelmed and frustrated with their first campaigns. Google Ads gives us many options and details that confuse those who don’t have a clear plan. 

Many freelancers, agencies, or people that attempt to run Google Ads often have Conversion tracking setup incorrectly which impacts the entire campaign. That’s why we recommend installing Tracking for Google Ads for your eCommerce website by AdNabu. It’s an easy 1-click installation that doesn’t require coding, takes 2-minutes to set up, and will be implemented correctly to start tracking conversions the way you should for your eCommerce website. 

If you follow three steps, you can control all your ads and campaigns. You need to stay relevant, target the right people, and have a nice structure. If you need help with these steps, we can help with your Google Ads campaigns in Cleveland.

About the author

Ra Karthik

Ramachandiran Karthik is the Digital Marketing Manager at Adnabu. He loves to help Shopify stores grow their business with Google Shopping & Google Ads, using advanced features like multi-currencies, multi-languages, Metafields. Karthik has a lot of experience in digital marketing and enjoys exploring new ways to make advertising more effective for both advertisers and customers.

By Ra Karthik

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