The Ultimate Google Ads PPC Master Guide


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What is Google Ads?

Google Ads is responsible for 84% (from a business perspective) of Google’s total revenue, which was more than $100 billion in 2018.

Google Ads is an advertising platform that is pay-per-click (or PPC). Google will pay you for each person who clicks on your ads or shows an interest in them.

Google Ads History

Google is just 20 years old. It’s amazing.

Google launched Adwords 2 years after its 1998 launch. 

Adwords was started with 350 advertisers and a sales team that sold the highest placements in Google search results. Adwords isn’t what it used to be. It now has more than one million advertisers from around the world.

To better reflect the expanding network, Google AdWords has been rebranded as Google Ads, July 24, 2018,

What’s the working principle behind Google Ads?

Google Ads works on a silent auction. You will only know the price you are willing to pay, but your bid will not be revealed to the competitors. Google Ads operates on a silent auction.

There are many things to consider when performing many searches. How many ads should you show and in what order?

Instantly, AdRank compares the following factors. Quality Score, maximum cost per Click, and ad format. It also takes into account ad extensions, bid modifiers, and ad format.

Why advertise with Google Ads

Yes, you can advertise on Google Ads.

Google states advertisers receive an 8:1 return for every $1 they spend on Google Ads. You would.

I recommend taking a moment to consider the cost of advertising.

Your competitors use Google Ads. Your competitors may use Google Ads.

Introduction to Google Ads Interface

Google Ads provides different levels of control to suit agencies and companies. An MCC Account (My Client Center) account is required for individuals and agencies who manage multiple Google Ads accounts. A regular Google Ads Account is the best option for single companies or those who need only one Google Ads Account.

To create your MCC account, you will need to fill out some information.

  1. Your email address
  2. Your account name (often the company name)
  3. How do you plan to use the manager account (your accounts)?
  4. Your country/territory
  5. Your time zone, so that your data matches where it is
  6. Your currency (USD, EUR, etc. )

Create your Google Ads MCC Account

After you’ve completed the signup, log in. You can also switch accounts by using the dropdown menu.

Navigation Menu

The dark gray navigation menu to the left lets you switch between display and search, video, shopping, and smart campaigns.

You have the option to switch between Search, Display and Video, Shopping, Smart, or all campaigns.

Clicking one of the main tabs brings up your main screen. To see the ad groups for these campaigns, you can select and expand them.

To make it even easier, you can filter by campaign status or ad group status.

You can filter your ads groups to see all campaigns and ads.

You can hide campaigns and ad groups that were paused, removed, or both.

Page Menu

The Page Menu is the dark gray menu located just the left of the Navigation Menu. View keywords, audiences, and ad groups. 

The Page Menu is located on the left sidebar of your Navigation Menu.

This is a list of all tabs you can choose from your Page Menu.

  • Overview
  • Recommendations
  • Accounts (Only for MCC accounts)
  • Campaigns
  • Ad groups
  • Extensions and Ads
  • Landing Pages
  • Keywords
  • Audiences
  • Demographics
  • Placements
  • Settings
  • Localities
  • Ad Schedule
  • Devices
  • Advanced Bid Adjustments
  • Change History
  • Drafts and Experiments
  • Partners Program (Only for MCC accounts)

You have the option to switch between campaigns by clicking the tabs in your Page Menu. You can compare your results since your view will not change among campaigns.

Each view includes a subpage menu to provide performance insights.

Subpage Menu

There are many Subpage Menus on the Page Menu. It all depends on which Page Menu and Navigation Menu you have selected.

Clicking Keywords will open a menu that includes search keywords, negative keywords, and auction insights.

A live graph can be viewed below the Subpage menu.

Click on the Ad Groups Tab to see a Subpage menu similar to the one shown below.

You can view your auction insights report and ad groups from this Subpage menu.

You can see that Google offers a variety of tools and options depending on which tab you choose. This organization allows data-driven adjustments to accounts without having to open a spreadsheet or run reports.

Top Bar

The top bar is the only consistent menu in the Google Ads interface. No matter what account, campaign, or subpage you choose, it will always look the same.

Table Toolbar

You can adjust tables, segment columns, and create filters in reports using the Table Toolbar

Overview Tab

Click on any campaign in your account to see the Overview Tab. This Tab is located at the top right of the Page menu.

The Overview Tab shows your most recent searches and the most-shown advertisements.

You can customize all windows of your Overview Tab. For example, the Biggest Changes window lets you see changes in cost, clicks, and other KPIs.

Live Performance Graph & KPIs

The Overview Tab offers a live performance chart. You can toggle up to four KPIs off and on.

To compare performance week-over-week and month-over-month, you can also use live performance charts

Check out how your campaigns do over time

A live performance graph shows you 50 miles of your campaigns. This can be used to stay one step ahead of any down-trending KPIs and prevent them from becoming a problem.

Tools Tab

You will find the tools tab in the Top Bar of your Google Ads dashboard. It includes the most important Google Ads options.    

With these tools, you can view ads and set conversion tracking. You can also add users.

Click on the tab to reveal a toolbox that includes five categories of actions and options.

  • Plan
  • Shared Library
  • Bulk Actions
  • Measuring
  • Installation

Each category has between three and seven tools. This interface is vastly improved over Adwords’ interface.

The Planning Category contains your Performance Planner, Keyword Planner, and Display Planner. 

Shared Library

The Shared Libraries contain essential budgeting, targeting, and bidding information.

  • Audience Manager
  • Bid Strategies
  • Negative Keywords
  • Budget sharing
  • Placement Exclusion lists

The audience manager allows you to identify new audiences and existing audiences. Google Ads can show you what type of tracking has been set up, as well as any problems.

The bid Strategies tab allows you to create and assign bid strategies for multiple campaigns and ad groups. Search for and use the most efficient bid strategies in one tab.

Negative keyword lists allow you to remove search terms from multiple campaigns.

Shared Budgets tend to be frowned upon by Google Ads because they allow Google Ads control over how and where your budget is spent. 

Placement exclusion lists can be created using negative keyword lists. These lists can be used for placement exclusion lists.

Search Feature

The Go-To feature in the Top Bar allows you to search for any item within your Google Ads account. It is located just below Reports.

To quickly navigate through your account, you can use the Go To feature in Google Ads.

While the Go-To feature might not be as powerful, it can still be accessed by the G then T keyboard shortcut. If you know what you want, this feature is great for optimizing routines.

Google Ads Networks

Google Ads has six types of campaigns, but you can combine them to create three different categories.

You can bid on keywords to trigger your ads. Your Merchant Account Center (MAC) pulls data from your inventory and matches it to users’ search terms.

You can use the Display Network to target users according to certain criteria. 

YouTube Network is the third. It allows you to use YouTube, and other Google partner websites, that offer video streaming.     

Now let’s take a closer look at each of them after we have covered the basics.

The Search Network

The Search Network may be the most well-known Google Ads Network. Searchers who search Google for something can buy from you. This network is the best choice for advertisers looking to increase sales and conversions.

Since you show ads only to people who are interested in your product, the Search Network is considered reactive marketing. These prospects will be more likely to purchase if they’re already interested.

Warm traffic is traffic from search networks. Warm traffic is already in your funnel.

The Display Network

Google Ads Display Network is made up of over two million websites. It is used by more than 90% of internet users.

Here’s how it works: Publishers and apps use Google Adsense to place ads on their websites. This revenue sharing is the reason why the Google Ads Display network keeps growing. 

Display Network ads are available in many formats and shapes. It is easier to get them to buy something if they aren’t actively searching for it. 

Display Network visitors are higher up your funnel but still in the research phase. If you offer the right offer, they can be converted.

Don’t try to convince people to buy your core product or service. Offer them something valuable. This will make your visitors feel more comfortable and help them move closer to the bottom of your funnel.

YouTube Network

YouTube is the second most popular search engine with over one billion users.

YouTube has six types of video ads.

YouTube Network advertising is a great way to convert customers or sell products.

Advertising is about strategy, planning, and execution. 

Advertise on The Search Network

Are you looking for low-hanging fruits? The Search Network can help you find them.

Initial Research

If you’re just getting started with the Search Network, there is no need to do much research. These metrics may change depending on account structure, geographic location, devices used, and time of day.

You may find a long-tail keyword that you are looking for, but your chances of finding it are slim. 

You don’t have to spend hours researching keywords. After you’ve selected a few root keywords you can use Thesaurus.com to find synonyms or other root words that you might want to bid on. 

If you are looking to grow and expand your Google Ads Keyword Planner and other research tools,

If you aren’t getting enough traffic for your chosen keywords, you may need to increase your bids. Keep in mind that the more keywords you use the more clicks you will get.

Keywords and Query Basics

Keywords are the keywords and phrases you use to bid in Google Ads. These keywords tell Google when to show you an ad.

Search engine result page (SERP)

Keywords perform differently and are not the same.

Let’s say you’re looking for a flight school. Keywords such as learn to fly, commercial pilot’s license, and aviation courses could be keywords that you could bid on. Different search volumes, traffic quality, and average costs per Click can all affect the success of your ad.

Cost per click refers to the cost of advertising. If your bid is too low, you may not be able to rank well in SERP.

How do you determine if keywords are good?

Sometimes is the best way to test keywords and determine if they will work. 

These keywords could be used to search for: Chiropractor Open Now, Chiropractic Care; Back Pain. All of these keywords are relevant to those who might need chiropractic care. But, not all keywords are equally relevant.

While none of the keywords that I have mentioned are necessarily bad keywords they have different levels of search intent and will perform at different rates.

How can you identify a bad keyword from your search results?

Keywords are usually only moderately harmful. Keywords are generally only moderately bad. This is because they often don’t relate to the offer.

Don’t spend more than 30% for a keyword if you exceed your cost-per-click goal

Keyword Match Types

Keyword match types can be used to control the number of Google searches that trigger your ads.

There are four types of keyword matches.

Broad Match

This match type is also known as the “everything can” match type. This match type will enable you to trigger your ads for more searches than other match types.

Broad-match keywords may trigger many people and make your ads appear in non-relevant searches. 

We recommend using a single keyword ad group, (SKAGs), instead of the three match types.

Matches and Phrase Matches. Broad Match Modifiers

Broad Match Modifier

A broad match modifier places the plus symbol after each word in your keyword listing. 

Google’s regular wide match feature allows you to show your ads for searches that do not contain your keyword. You could have your ad shown for any query that includes the keywords from your keyword.

Your ad may appear for any of the following searches:

  • Today’s chiropractor is
  • Open chiropractor today
  • Locate a chiropractor near your location

It is possible to add words after or before your keyword.

Phrase Match

Google has a limited ability to trigger your ads using the phrase match type. Ads that are triggered by broad match modifiers will not show if they are next to each other

Your ads may appear in searches like:

  • A chiropractor near me is open today
  • Find a chiropractor close to you
  • near me chiropractor

Keywords that match phrases can trigger ads for keywords if words appear before or after the phrase. Ads cannot be generated between phrases.

The Perfect Match

In the beginning, the exact match was limited to activating your ads when a user searched the keyword you used.

Many advertisers are nostalgic for the days of exact match, and Google Adwords, and The transition to exact match is permanent.

To trigger your ads in these searches, you could use the keyword “male chiropractic”:

  • chiropractor male
  • man chiropractor
  • male chiropractic

This allows exact match keywords greater flexibility but it is still possible to do so. Be sure to exclude the new keyword from your search term report.

Search Terms/Queries

Google Search Network is built around keyword bidding. However, this is not what your pay.

What are keywords worth?

The price you pay will depend on what people search for. A keyword that matches a phrase, such as “chiropractic care”, could result in hundreds of searches. 

If someone searches for chiropractic care in Utah, the best chiropractor care, or chiropractor care near me then your ad may be activated. These search terms show what people type in Google.com’s search box. Each search term comes with a cost per click.

You should monitor your search terms report. Search terms can generate clicks, but not conversions as quickly if they aren’t monitored.

Search terms can also be used as negative keywords or to create new ad groups. If you know what people are searching for, you must target the keywords they search for.

Negative Keywords

While you might be able to search for thousands of keywords, not all of them are worth your time and money.

Negative keywords allow you to choose which search terms trigger your ads. They aren’t trying to hire anybody, so don’t waste money on every click. 

Use negative keywords to stop searches from triggering your ads. Without them, you would only be able to convert a small percentage of your traffic.

You can apply negative keywords to different accounts by using either individual keyword lists or individual negative keyword lists.

This is how it works.

Negative Keywords

You can create and add to as many campaigns as you wish. You can also remove campaigns from your list. 

Add spammy, unrelated, and low-intent keywords to a negative keyword list.

You can use campaign-level negative keyword lists to prevent low-intent searches from being triggered ads in campaigns. It can be applied to all of your campaigns.

Campaign Level

You can add negative keywords at the campaign level to exclude search terms from a campaign.

Ad Group Level

Negative keywords added to an account-level ad group will not display search terms for those terms, but will not appear throughout the campaign. 


Google Ads has many options for bidding. Where do you start? 

Be conservative if you’re new to Google Ads. It’s possible to raise your bids later if you get too few impressions or your position drops too much. 

You can choose to manually set your bids, or you can use one of these automated strategies:

Target CPA

This bidding strategy automatically creates bids to ensure that you get as many conversions as possible at the price per acquisition (CPA) you have set.

Target ROAS

This strategy is designed for profit-minded advertisers. This strategy is for the profit-minded advertiser.

Maximize clicks

This strategy will help you get as many clicks as possible within your budget.

Maximize Conversions

Google Ads adjusts your bids to optimize conversions within your budget.

Maximize Conversion Value

This bidding strategy automatically sets the bids to ensure that the highest conversion value is achieved.

Target Impression Share

This strategy is a great way to make sure your ads get seen. This strategy automatically increases your impression share by setting your bids.

Other bidding strategies

Google Ads aims to make it simple for advertisers to get the results they want. Select the area that you would like to focus on and Google will determine the best bidding strategy.

Are you looking to focus on conversion value? The Target ROAS strategy is what you should choose!

You can bypass this feature by clicking the link below. You can also choose to select a bid strategy.

Automated bid strategies use historical campaign performance to optimize their bids. We have found that manually dialing in the numbers works well with automated bidding.

Ad Creation

Visitors will only see ads from your Google Ads account. They don’t help win the race.

It’s crucial to create highly relevant Google Search Ads but it’s less important than you might think. 

Here’s how a priority list would look if it were created:

  1. Conversions: Your ability to convert visitors.
  2. Sales: Your ability to close the deal (eCommerce marketers not included).
  3. Targeting: What keywords should you target and who should they be targeted?
  4. Ads – Your creatives and the ad copy you write.

It doesn’t matter how great your ads are. After you have your conversions, sales, and targeting set up, you can now focus on ad testing.

Text Ad Layout

Since the inception of Google Adwords, text ads have undergone many changes. Google Ads now allows you to use longer headlines and descriptions for your text ads.

Currently, you can create three types of text ads: Text Ads, Responsive Search Ads, and Ad Variations.

Create text ads and responsive search ads.

We are still learning about these options so we will break them down.

Text Ad

Text ads, also known as traditional text ads or expanded text ads, can have up to three headlines and two descriptions.

Create a text ad

This is the anatomy of an expanded text ad:

Final URL – This is the URL that visitors will see when they click on an advertisement. Visitors can only see the root domain (example.com).

Headline 1 – This is your headline. Your 30-character limit is very strict. Long tail keywords might be required to make your ads more interesting. 

Headline 2: This is the second line that visitors will read. This is also where you can test various value propositions.

Headline 3: This headline is the third after headline 2. It might not appear every time.

Display path: This is what visitors see before they click on your ad. The display path can only contain two 15-character paths separated by forward slashes.

Description 1: This is the first section below your headline. It has 90 characters. Include your keyword and a call to action.

Description 2: This is the second section below description 1. It may also be limited to 90 characters. Description 2 may not always be visible, however, unlike description 1.

Ad URL Options – These allow you to add tracking templates to your ads individually. Mobile users can use a different URL.

Use all headlines, display paths, and descriptions. This will increase your ad visibility which in turn leads to higher click-through rates. 

Responsive search ad

While responsive search ads are still being developed, we like what we’ve seen so far.

Create responsive search ads

Google Ads makes responsive search ads simple by being open-minded. Each step of the process is guided by Google Ads.

A live Ad Strength Meter is located in the upper right-hand corner. The meter analyzes your headlines and description text and provides an estimate of your ad’s performance.

The Ad Strength meter for responsive ads

Google Ads analyses your website and suggests headlines you can add with one click.

Call-Only Advertisements

Call-only advertisements can increase your business’ telephone calls. A click on an ad will call you, not direct visitors to your website or landing page.

Google has many options to personalize call-only ads.

Create a call-only ad

Two headlines are required. Two headlines are required: one is your company name and two are descriptions.

Enter a display URL and a verification URL next to your number to make sure that Google matches it.

Call reporting can be turned on to track conversions. You have two options: either the default calls from ads conversion or you can create your conversion.

Ad Variation

Although ad variations don’t necessarily create new types of ads, they can be used to narrow down your options. 

How do you select ads for your new ad type?

Once you have selected the ads you want to test, you can proceed to the next step

Make your ad variant

After you have selected your ads, you can create a new version.

Google Ads gives you many options to customize your ad variants. 

After you create new ad variants, you’ll need to fill out some details.

Setting your variation details

To create new ad versions, you will need to give them a name and a start and end date. Now, you can monitor and compare the performance of each variant.

Copy Copy

You can spend hours creating great ad copy. It is possible to spend hours crafting great ad copy.

How do you create an ad copy?

  1. Create a captivating Headline. Your Headline should address your customer’s problem or answer their question. Let them know what you can offer.
  2. Detail! Details! Details!
  3. Keep it simple. Your offering should not be complicated. Instead, simplify your offering and focus on the key benefits.
  4. Give a discount. The discount should be tangible.
  5. Be different – You’ll stand out from the crowd and get better results 

Tip: Always have at least two ads open simultaneously to compare their performance. This will allow you to quickly collect data and determine the most successful ads.

Ad Extensions

Extensions can be like free advertising space for text ads. They can help improve the performance of your ads.

Ad extensions let you add more lines to your ads. These extensions can be applied to as many campaigns as you like.

This is a brief overview of the many ad extensions that you can use:

  • Extensions to Location – Add your business address to the ad
  • Affiliate Extensions – Find stores that will sell your product
  • Callout extensions – A short text summary about your business
  • Call Extensions– Adds a click-to-call phone number to your advertisement.
  • Message Extensions: Let people text you from the ad
  • Siteline Extensions: Adds links to pages on your website
  • Structured Shortcut Extensions: Display a list of your brands, models, and so forth
  • Price Extensions: Display your prices for products or services
  • App Extensions: Encourage people to download your application.
  • Promotion Extensions: Advertise Discounts, Sales, and Promo Codes

Google provides more information on each of these ad extensions.

While all the ads are excellent, the first one is the best. This is because the top ad uses more of the available extensions. It allows the ad more space and gives more information.

Here are more reasons to add ad extensions to your ads

Extensions for Ad Extensions:

  • Increase click-through rates (CTR).
  • Achieve a higher quality score
  • Be more prominent
  • Reduce your cost per Click (CPC).

The Google Ads Display Network

What do the Google Display Network and your mom have in common? Both get better!

All jokes aside. Google Ads Display network is huge and growing every single day. 

What is the Display Network?

First, publishers install the Adsense Code. Next advertisers create ads using specific targeting criteria. Google also pays the advertiser.

There are many reasons why the Display Network keeps growing, but the most important reason is that the internet keeps growing.

Basic Settings

You will first be asked to select a goal for a Display campaign.  

Next, choose Display as the campaign type. Standard Display Campaign is the best choice if you don’t intend to run Gmail ads.

Display ads are possible be created for the Display Network or in Gmail

The Display Network has more options than the Search Network when it comes to campaign settings. Instead of making bid adjustments your ads can be excluded. 

You have the option to choose which operating systems and networks you want your ads to appear on.

After your campaigns are created, you can make changes to them.

Conversions are another set that you won’t see in search campaigns. This option lets you set up conversion tracking visible from your display ads.

Track conversions view-through or normally.

View-through conversions monitor forms submissions, phone calls, and other conversion actions after visitors view your advertisement. Even if they don’t click on it,

Contrary to search networks, your ads will only appear on Google.com and other search engines. Display Network ads are shown on millions of third-party sites.

You may want to limit the content of your ads to prevent them from appearing on certain websites.

Display Network has millions of sites. Some sites may not be suitable for your ads.

You have the option to set content exclusions that will prevent your ads from appearing on sites with sensitive content. This will stop your brand from being associated with websites that are not suitable for your target audience.

Different types of ads

Display Network allows you to upload files in 20 different sizes and offers a variety of file formats. 

You can create 20 different sizes with the Display Network. But that doesn’t mean you have to. Some sizes are more popular than others.

What ad sizes are best? I wrote this blog post to answer your question:

The Display Network is a great source of conversion. But, like all things, you only get what you put in.

Targeting the Display Network

The Display Network has more options than the Search Network for keyword match types. Instead of using the Search Network’s keyword match types, you can use demographics and interests to target your audience. 

You can refine your targeting with the Display Network. 

Each layer should be compatible with the other. To better target your audience, you can use more targeting criteria.

Retarget past website visitors to create new customers or retarget them based on their interests, demographics, and other habits.

Google Ads has many audiences. It shouldn’t be difficult to build the layers we described.

Here is a list indicating the audience types you will be reaching.


Target people based on their interests and behavior with Affinity audiences.

Custom Affinity

With Custom Affinity audiences, you can target users based on their interests and behaviors. You can add additional targeting criteria, such as URLs or Places, to make it more specific.


Our research has shown that In-Market audiences can be very powerful and highly valuable. These audiences allow you to target people who actively plan or are researching.

People looking for clothing, home decor, and online dating.

Google Ads currently has 22 In-Market categories with many subcategories. This lets you choose from hundreds of targeting options.

Custom Intent

The custom intent audiences function in the same manner as in-market audiences. Instead of selecting from a list, custom intent audiences work in the same way as in-market audiences. You will enter keywords and URLs to find out what your audience is looking for.

Let’s say you want to target only people who are interested in Hawaii. Google will suggest similar keywords to Maui.


We have found that people who have been to your website before are more likely than people who aren’t familiar with your brand. 

Google Analytics allows you to create remarketing audiences.

Similar Audiences

Similar Audiences uses data taken from your remarketing audience to identify more people who are similar to your visitors. 


Targeting growth is an option if your audience isn’t receiving enough traffic. Google can also use this information to search for people who are similar to the ones you have previously targeted.

Expanding the reach of your audience allows you to reach more people who are similar to the ones you’ve chosen.

If you’re already seeing positive results, expanding may be an option. You might end up spending more than you’re getting in return.

Targeting Ideas

Aren’t you overwhelmed by the number of targeting options available? Google Ads has custom targeting options that you can choose from.

Google uses data taken from landing pages and websites for targeting suggestions.

Google Ads will even suggest targeting ideas for your business.

While these ideas may not go together well, it is worth looking at what Google has made for you.

Keyword Targeting

There is no way to match keywords in the Display Network. Instead, Google uses contextual clues to place your ads.

Google Display Network has two options for keyword targeting. You have the option to either use audience targeting or content targeting.

This is a list of the various targeting options.

Audience: Shows your ads to people interested in keywords as well as apps, websites, and videos that contain your keywords.

Content: Only ads containing your keywords will appear on websites, apps, and videos.

Google Ads defaults to your keyword targeting type. You can change this setting to only show ads on pages that contain your keywords.

Topic targeting

Do your customers have a particular interest in certain topics? Google Ads has hundreds of topics you can target. 

Have a look at these subjects.

You can choose to select parent topics or be very specific about your target audience. 

Placement targeting

Placements are websites or apps on which your ads appear. Placement Targeting allows you to target these placements directly.

Placements can be thought of as the Display Network’s equivalent of search terms on the Search Network. Placements are where your display ads will appear regardless of placement targeting.

Let’s take, for example, that you have a haunted house and you want to target the topic of Halloween & October. Then your ads appear on websites like scaryforkids.com, halloweenangel.com, and ghoulish gadgets.co.uk. These placements are important and you should be vigilant about them. Click on “Where Ads Are Showed” in the Placements tab of your dashboard to see where your ads appear.

See where your display ads appeared

Search terms perform differently so you can exclude bad-performing placements just like you can add negative keywords 

Now you understand how placements work, let’s talk about all the options Google Ads has for placement.

Target specific websites, YouTube channels, and YouTube videos.

Placement targeting allows you to target specific websites, YouTube channels, and YouTube videos. Simply enter the URLs of the websites where you want your ads to appear.

Demographic targeting

Demographic targeting lets you target users based on their gender, age, and household income.

Targets can also be sorted according to gender, age, and parental status.

You have the option to edit your demographic targeting by unchecking or checking the boxes (above).

Demographic targeting is like any other targeting method, there’s a chance of error. Over time, you will be able to identify the most successful demographics.

Targeting and Observation 

Targeting Google Ads is available in two options You can simplify this process by thinking of these options as either “any” (or “all”)

This is a guide to help you better understand the options:

All Targeting

Targeting mode lets you target a specific audience. Keep in mind that the smaller the audience, the more layers of targeting you can apply.

Observation (Any)

Anyone who meets your criteria may be included. It is possible to still identify the most effective criteria by increasing or decreasing your bids.

Target all or a select group of people

Targeting is the default setting for all the targeting options we have discussed. Click on the blue pencil to open your ad group, and select a type of targeting.

Budgets & Bidding

Another advantage of the Display Network is its relatively low cost per click. Clicks on Display Network tend to be cheaper than on Search Network.

Bids are either manually or automatically set. Google will adjust the Max CPC bids to suit your bid strategy.

Google Ads may suggest different bid strategies depending on your goals.

Google Ads is also a great tool to help you determine your goals and suggest the best bidding strategy.

You won’t find the “pay for” option on the Search Network. You can choose how much you’ll be charged depending on your account, bid strategy, and ad history.

You have the option to pay for clicks or viewable impressions.

You can also pay per conversion when you use the Target CPA bidding technique

Target CPA bidding – Pay Per Conversion

You must ensure you have enough budget to support your bid strategy

Limit your budget to 50 clicks per day To calculate your minimum budget, multiply the Max CPC bid fifty times.

Custom Bids

You can now create unique bids for certain topics, demographics, and placements with the new custom bid/URL method feature.

You can modify the way your custom bidding is set up by opening your ad group settings and clicking on Additional Settings.

Create custom bids using keywords, audiences, and genders.

Setting custom bids can be tedious but will give you more control over how your display ads perform.

Advanced Bid Adjustments

Advanced bid adjustments let you adjust your Max-CPC bid to top content positions. Google defines “top content” as more popular content, has more traffic, and engages more viewers.

YouTube Advertising

Create a campaign to advertise on YouTube Network. Choose Video to select the campaign type. Then, you can choose from several video subtypes.

Subtypes of video can look more like templates than they do video types. I recommend custom video campaigns if you want a non-templated creation.

A quick overview of all the campaign types Google Ads offers is

Custom Video Campaign

Any ad format can be used to customize your video campaign settings.

Non-Skippable In-Stream

Advertise with up to 15-second non-skippable video advertisements


Cost per 1,000 impressions (vCPM), bidding for video ads that people can view on their mobile devices.


Convert Videos should be used. 

Ad sequence

Show individual viewers a sequence of skippable, nonskippable, and bumper ads.


Sponsored Cards can be used to highlight products that are of interest to your viewers and to encourage them to visit your website.

Video Ad Formats

YouTube Network offers six video ad formats. 

Overlay ads

Overlay ads banners that are placed above any video viewers are watching.

You can layer Video overlay ads on top. 

Overlay ads can be created within Google Ads as text ads or custom-designed. 

  • 728 x 90
  • 468 x 60

Skippable Ads

Skippable ads in-stream are the most common video ad format. They can be viewed before, after, or during a YouTube video. If the ad is not used within 30 seconds, however, you will not be charged.

Skippable in-stream ads cannot be viewed unless they are viewed or interacted with by the viewer for more than 30 seconds. 

Don’t worry if viewers don’t view your entire video. The goal is to convert them.

About the author

Kobe Digital is a unified team of performance marketing, design, and video production experts. Our mastery of these disciplines is what makes us effective. Our ability to integrate them seamlessly is what makes us unique.