How to Advertise on Google & Boost Your Business in 2022

Cody Cromwell
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What Are Google Ads?

A Google Ad is a text, graphic, video, or shopping list that appears in the right sidebar of Google searches, news search results, and product advertisements. During its early days, the ads served the purpose of selling ads (if you loved something, just type the name in the Google search bar and see what Ad popped up), but now they’ve evolved to serve the purpose of driving more traffic to websites.

Google Ads are just a part of Google’s advertising platform known as the Ad Network.

Google offers a couple of Ad and Search Network alternatives to give you a hand with setting up your ads. Some of which are: Google Ad Manager (previously known as Kameleoon Ad Manager), Google Ad Selector, and Google Campaign Manager.

Google Ads operate through the Ad Exchange and Ad Grants ecosystems. In addition, Google Ads offer various targeting options. When you run ads through Google, you can target users based on a variety of criteria, including their location, age, interests, and number of previous visits to your website, just to name a few.

With Google Ads, it’s all about targeting your audience as precisely as possible. If you do well in this regard, you’ll be able to run effective Google ads campaigns.

How Google Advertising Works

Google advertising is convoluted. You have to create different campaigns for different ad groups for different times, and it can be really confusing.

However, the following 9 steps to advertising on Google will help you make a much better ad.

Most of these tips already have been covered in this blog, but we'll summarize them here.

{1}. Start with your main slogan or "hero graphic" for your company. Mine is: "Make marketing fun again."
{2}. You want to monitor the "Average position bid" so that you can keep it close to 0. This is an important feature to track because you want your position to stay similar to your higher bid or you risk your bid climbing, and the higher it climbs, the less money you get for your click. It also matters whether you are on the right search terms.
{3}. Make sure you're running dynamic keyword insertion in the text that supports your ad. This is a pretty important feature to have, as it is a way to target just the right people.
{4}. Creating remarketing audiences is incredibly important. You should be able to create various audiences and send traffic to those various audiences.
{5}. Get the most out of your ad copy. Use your title and description. You should be following the guidelines of each of those to ensure that Google understands just what you're advertising.

How to Advertise on Google in 10 Steps

As a modern businessperson, you’re likely to know a little about online marketing. As your business grows and sales increase, you’ll want to start optimizing your online presence using the latest and greatest online tactics of business.

Among these, the one that will set you apart from competitors is online advertising. As an entrepreneur, you should already have a grasp and an understanding of how online searches work. But you should also know that not all search leads are equal.

To get the most authentic impressions and the most authentic conversions when creating your social marketing plan, you will want to take a look at the most recent search engine advertising data and evaluate the effectiveness of your search opt-in process. Using this strategy will help you set yourself apart from your competition, increase name recognition, and develop a spike in your website’s sales.

So what are some of the best practices and techniques you can learn from Google’s recent data?

Log in to Google Ads Manager & Create New Campaign

After signing into Google Ads, click on the "+ My Campaigns" button.

Select Digital Display and enter your campaign details, and then click save.

You may also want to select a bid strategy.

Enter all the required fields and click "Save and Finish."

You will be presented with a pop-up window asking you to connect your account.

Select your desired email and choose "connect."

Obtain the code from the Google Ads box.

After receiving your account confirmation email, navigate to Google Ads for AdWords, and create a new campaign.

Log in to the Ads Manager and go to the left menu labeled "Advertising," and click "Create Campaign."

Once again, select "Digital Display."

Select your location and click "Create Campaign."

At this point, Google will ask you to create a website URL and choose the desired banner size.

On the next screen, you'll be able to enter some optional details for your campaign, including the name of your business, location and keywords.

Once you confirm these details, click "Save and Finish."

Use the provided URL to create your banner.

Follow the steps listed in this guide.

The following steps should be followed in order to optimize your search engine marketing (SEM) campaign from the URL:

Select Your Marketing Goal & Campaign Type

How do you target these audiences?

You’ll likely target folks based on their job location because they’re in a work setting. If it’s an office setting, they’re going to be an immediate fit to download your content.

What’s great about working in conjunction with an office is that you can also boost the idea that you’re a company that’s trustworthy, ethical, and reliable which are all key factors for people that are looking for work.

While you don’t always have to target these audiences, they provide some great opportunities to reach the people you’re trying to reach.

Create Campaign Name & Select Network

There are two main settings for Google Adwords Advertising: Search or Shopping Campaign.

A Search campaign will be used to emphasise your brand and your market in a cost-effective manner by placing your ad in natural search results.

A Shopping Campaign will feature your product or service within the search results and be focused on generating leads, enquiries or sales.

Main Requirements

Your account must be at least three months old.

Your account must contain at least one ad group.

The campaign must be enabled for Ads Preview.

The Campaign Must Have a Budget at Least Equal to the Number of Keywords You Plan to Use for Your Ads (Excluding Keywords that Have Already Been Used)

The campaign must be enabled for bid management.

Search Campaign

Campaign Name.

Are you creating a new campaign or importing campaigns from Google AdWords?

Set the campaign's name, and include a brief description.

Do you want to link your new campaign to existing accounts, including multiple business names or names of individual employees?

Choose no.

Are you setting up an account for a new business, including the name of the business itself?


Are you setting up an individual (non-business) account for an employee?


Select Audience Targeting Settings

Audience targeting is one of the most important elements of any online ad campaign. The settings you choose will determine how the audience targeting is generated. Depending on your targeting type, you can choose who will see your ads and how relevant they will be.

Targeting Location-Based Users

Select the location you want your audience to be from and the one you want them to be in once they arrive to your business. By selecting this type of targeting, you’re letting Google know where your potential customers currently are, but you’re building a campaign based on their interests.

This means that you’re only targeting active searchers, and not passive searchers. To successfully generate audiences, you must be consistently sending out ads for a long time, and this action can take a lot of time depending on your targeting.

Targeting Demographics

Select the audience based on their gender, age, country, interests, and more. Google will then determine who your campaign is targeting, and who will see your ads. Using this method will allow you to decide who is most important to your business and focus your ad campaign on that demographic.

Set Your Budget & Bidding

A savvy business owner or advertiser sets up a budget for each ad and then builds up a set of ad groups, some more popular, some less. Each ad group is targeted at a particular market and demographic. This way, if one ad’s budget is exhausted, another can be rolled out in the market.

The initial bid you set for your ad group is an important starting point for your campaign. The goal is to get just enough traffic to your website, and to convert that traffic into new business. To do this, you’ll have to spend your budget, and you’ll need to be smart about how you spend it.

Create Ad Extensions

Google’s AdWords has come a long way since its release back in 2000.

The AdWords platform was quite easy to use – you would just bid on a keyword and then get paid whenever someone clicked on your ad. Now Google’s AdWords platform is packed with different types of ad extensions that can be used to improve your campaign.

Ad extensions can be used to increase your spend and ultimately your profits. As with everything, there are different types of ad extensions. One type of extension is called a sitelink extension, which links your ad to webpages on other sites. This is a great way to increase your budget so that you can advertise with more than one ad in your campaign.

If you’re not familiar with ad extensions, there are FEW things you should know before you start to use them in your AdWords account. First of all, these extensions are not something that you can apply to an already-existing ad in your campaign. You’ll have to create the ad extension, upload the attachment to the ad through the extension builder, and then save it in your account.

Set Up Ad Groups & Keywords

First, carefully choose your main keyword. It’s the most important factor to aim for since you’ll want to get the most results for your money. Many people make the mistake of choosing more of a broad keyword as their main keyword, and for the most part, that’s not a good idea. A broad keyword just doesn’t focus on a specific product or service, which is something you want to do.

Next, determine your ad group or ad sets. This is essentially how you identify a specific search on Google. This will go a long way in determining whether or not your ad is displayed. For instance, if you’re going for residential properties, you’ll want to create an ad group consisting of all properties. You can then create ad sets based on your profile views, from which you’re paying, or by account, to avoid overlapping and diluting your budget by working with multiple ad groups.

Finally, make sure to create keywords for your ad groups so that you know which keywords encompass the people you want to target. This is another way to avoid overlap and dilution of your budget. Keep it simple, and you’ll find that creating your ad groups will be a walk in the park.

Write Your Ads

It’s not