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How PPC with Google Ads Works and How to Get More Traffic

Updated: May 12, 2023

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What is Google Ads?

What are the different types of Google Ads?

Google Ads is one PPC or Pay-Per-Click advertising campaign you can use to advertise a business. It offers various campaign types that can be used to target specific audiences. These campaign types include search, display, video, app, and shopping campaigns.

Search campaigns are text ads that appear on Google search results pages. They are an effective way to target people actively searching for products or services related to your business. Display campaigns use image-based ads displayed on websites within the Google Display Network. These ads can target specific audiences based on their interests and demographics.

Video campaigns are short video ads that appear on YouTube and other video platforms. They can increase brand awareness and engagement with a more visual approach. App campaigns are designed to promote mobile apps on various channels, including Google Play and YouTube.

Shopping campaigns are used to promote specific products and product lines. They include detailed product information such as price and product imagery and are displayed on SERPs. They are an effective way to target people looking to buy a specific product.

By using these different campaign types, businesses can target specific audiences based on their interests, demographics, and search behavior. This can help to increase brand awareness, drive sales, and promote mobile apps to a wider audience. Choosing the right campaign type is important based on your business goals and target audience. For example, search or shopping campaigns may be the best choice to drive sales, while if you want to increase brand awareness, display or video campaigns may be more effective.

By understanding the different types of Google Ads, businesses can create effective campaigns that reach their target audience and achieve their marketing goals.

How can I use Google Ads to increase traffic to my website?

Google Ads is a paid advertising platform that allows businesses to promote their products and services to users searching for relevant keywords on Google and other channels. Using Google Ads, businesses can increase traffic to their website and drive qualified leads and sales. To create effective Google Ads campaigns, it is essential to identify target keywords, create compelling ad copy, and set a budget that aligns with your business goals.

You can also bring website traffic with organic efforts such as SEO and other digital marketing strategies, but it will not bring traffic as fast as PPC.

Additionally, monitoring and adjusting campaigns over time is crucial to optimize performance and maximize ROI. Statistics show that Google Ads have a click-through rate of nearly 8%, and paid ads on Google get 65% of clicks from users ready to buy.

Following best practices and continuously refining your campaigns, Google Ads can be valuable for businesses looking to increase website traffic and drive conversions.

How do I set up a Google Ads account?

To set up a Google Ads account, first, ensure that you're signed into your Google account. Then, go to and select "Switch to Expert Mode." Next, create a campaign and confirm your business information. After that, you can explore your new account. Set your budget, select your target audience, set your bids, and write your ad copy. Once you have entered all the necessary details, you will land on the page to create your first campaign.

Follow the four steps to set up your account:

  1. Campaign Creation and Settings

  2. Ad Group & Keyword Creation

  3. Create your first Ad, and Finish and Save.

  4. Finally, add your billing information as a final step before your ads will start triggering.

You can do this by visiting the gear at the top right-hand side of the Google Ads interface and selecting billing & payments.

What is the cost of using Google Ads?

The cost of using Google Ads varies based on factors such as the industry, geographic location, and the quality of the advertising campaign. In the US, the average cost per click (CPC) for Google search ads across all industries is $2.32. However, the cost of a specific ad depends on the quality of the website and the amount being bid. The bidding strategy used also affects the cost of running a campaign.

There are three primary bidding strategies:

  • Manual bidding

  • Automated bidding

  • Enhanced CPC.

Manual bidding allows advertisers to set a maximum CPC for their ads, while automated bidding uses Google's algorithms to adjust bids based on the likelihood of conversion. Enhanced CPC combines both strategies by adjusting manual bids based on the likelihood of conversion. Quality Score is another factor that impacts CPC. Google's Ad Auction and Ad Rank system favors websites with a higher Quality Score, which can lead to lower CPC.

Overall, the cost of using Google Ads is influenced by various factors, and businesses need to understand the Ad Auction system to optimize their ads effectively.

How do I optimize my Google Ads campaigns for maximum performance?

To optimize your Google Ads campaigns for maximum performance, you'll need to focus on three main areas: keyword research, ad copy, and landing page optimization.

First, conduct thorough keyword research to ensure you're targeting the right audience. Avoid broad keywords that can lead to irrelevant clicks and wasted ad spending. Instead, focus on long-tail keywords more specific to your product or service. Use Google's Keyword Planner to find relevant keywords and their search volumes.

Next, craft compelling ad copy that speaks directly to your target audience. Use attention-grabbing headlines and include your unique value proposition in the ad text. Use ad extensions such as callouts and site links to provide additional information and increase click-through rates.

Finally, optimize your landing page to ensure a seamless user experience. Ensure the landing page is relevant to the ad copy and includes a clear call to action. Use clear and concise language to convey your message and avoid clutter. Test different variations of your landing page to see which performs best.

By focusing on these three areas, you can optimize your Google Ads campaigns for maximum performance and drive qualified traffic to your website. Remember to test and tweak your campaigns to ensure ongoing success continually.

How do I target specific audiences with Google Ads?

To target specific audiences with Google Ads, follow these steps:

  1. Go to the Google Ads homepage and click on "Start Now" or "+ New Campaign".

  2. Choose your campaign goal to let Google know the type of audience you want to target.

  3. Select your campaign type from the options: Search, Display, Shopping, Video, Smart, or Discovery.

  4. Enter the specific information Google requests for that campaign type and click "Continue."

  5. Filter your audience based on geographical location, age, keywords, and more.

  6. Choose the time of day when your ads will be displayed to your targeted audience.

  7. Use custom audience features like remarketing, lookalikes, and custom intent to create audiences based on your best customers and find new ones just before purchase.

  8. Finally, choose the networks you want your ad to appear on and launch your campaign.

Following these steps, you can effectively target specific audiences with Google Ads and maximize your ad spend. Remember to set SMART objectives and choose the campaign type that aligns with your goals.

How can I measure the performance of my Google Ads campaigns?

Screen showing Google Analytics

To measure the performance of your Google Ads campaigns, you can use various metrics and tools available on the platform. First, link your Google Ads with Google Analytics to access crucial metrics such as costs and click data. Then, set up tags to track conversions gained from your ad. Key metrics to monitor include click-through rate (CTR), conversion rate, cost per click (CPC), and return on ad spend (ROAS). You can view these metrics in the campaign performance dashboard.

Use the Google Ads Performance Grader to identify improvement areas and highlight your account's successful areas. Finally, use conversion tracking to measure the success of your campaigns and make necessary adjustments for future campaigns. By analyzing your data and utilizing these tools, you can optimize your campaigns for maximum impact.

How does Google Ads work?

Google Ads is an online advertising platform that allows businesses to create and display ads to potential customers interested in their products or services. Advertisers bid on specific keywords or phrases, and when a user searches for those terms, the winning ads are displayed on the search engine results page or relevant websites.

Several types of Google Ads are available, including search ads, display ads, video ads, shopping ads, and app ads. Search ads are text-based ads that appear on the search engine results page when a user searches for a specific keyword or phrase. Display ads are visual ads that appear on websites that are part of the Google Display Network. Video ads appear on YouTube and other video websites. Shopping ads display product information and prices for specific products. App ads promote mobile apps on Google Play.

To target specific audiences, Google Ads allows advertisers to set targeting criteria such as location, language, and demographics. Advertisers can also use remarketing to target users who have previously interacted with their website or ads.

Overall, Google Ads can be a highly effective way for businesses to drive relevant traffic to their website and increase leads and sales. However, success requires careful planning, keyword research, and optimization.

Best practices for using Google Ads

1. Set a Target and a Budget

Setting a target and budget for your Google Ads campaign is crucial to achieving your marketing goals. Here's a concise guide to help you get started:

  1. Define your target audience and location: Determine who your ideal customer is and where they are located. This will help you create relevant and appealing ads to your target audience.

  2. Choose the right ad format: Consider the type of ad format that best suits your marketing objectives. Options include text, display, video, and shopping ads.

  3. Set your campaign goal: Choose a specific goal that aligns with your overall business objectives. Examples include increasing website traffic, generating leads, or boosting sales.

  4. Determine your daily budget: Calculate your daily budget by considering your cost per acquisition (CPA) and the average conversion rate for your industry. Start with a daily spend you're comfortable with and adjust as needed.

  5. Monitor and adjust your budget: Keep a close eye on your campaign performance and adjust your budget accordingly. Increase your budget for campaigns that are performing well and decrease it for those that aren't.

Following these steps, you can set a target and budget for your Google Ads campaign that aligns with your business goals and maximizes your ROI. Remember to regularly monitor and adjust your budget to ensure that you're getting the most out of your campaign. Good luck!

2. Choose the Right Keywords

Choosing the right keywords is crucial to the success of your Google Ads campaign. To start, identify words or phrases that describe your product or service. Then, use keyword research tools to determine search volume and competition for each keyword. Choosing relevant keywords that match your ideal customer's search intent and keeping costs in check by selecting a few relevant keywords with moderate search volumes is important. Avoid choosing keywords with high search volumes, as they can be expensive to bid for.

There are four keyword match types: broad match, broad match modifier, phrase match, and exact match. Each match type allows for varying degrees of control over which search terms trigger your ad.

Lastly, use negative keywords to ensure your ad is not shown to irrelevant audiences. Recommended keyword research tools include Google's Keyword Planner and SEMrush.

3. Write Effective Ads

To write effective ads for Google Ads, knowing your target audience and their pain points is important. Keep your ad copy short and concise, with a clear call to action. Use at least one of your chosen keywords in the two headlines, each accommodating 30 characters, and use the 80-character description space to convey your message clearly. Check for spelling and grammatical mistakes and ensure that your ad matches the searcher's intent. Create multiple ads per campaign and use Google's Responsive Search Ads feature to split test which ads work best. Send customers on a direct path to conversion by mapping ad groups to landing pages. Use an inviting tone in your headlines, but avoid clickbait. Keep in mind that your headline is the first thing prospective customers see, so it should stand out and be relevant to your target audience.

4. Utilize the Google Display Network

To effectively utilize the Google Display Network for your Google Ads campaign, start by creating visually appealing ads that catch the viewer's attention. Consider using images, videos, or gifs to showcase your product or service. Next, target the right audience by selecting topics or interest categories related to your product or messaging. This will help ensure your ads are shown to users who are more likely to be interested in what you have to offer. To track your campaign's performance, focus on KPIs such as impressions, clicks, and micro-conversions like email sign-ups or time on site.

Additionally, monitor your ad placement to ensure your ads are not appearing on websites or videos that could negatively impact your brand's image. Remember to start with the Search Network for a more query-oriented approach and consider expanding to the Display Network for branding and retargeting.

5. Make Use of Ads Extensions

Ad extensions are a powerful tool to enhance your Google Ads campaign. By providing additional information to users, they can improve your ad's performance. There are five types of ad extensions: Sitelink, Call, Location, Offer, and App. Sitelink extensions can offer users more enticing reasons to click by providing additional links to your site. Call extensions allow users to call you directly from the ad. Location extensions work well for businesses with a storefront, as they include your location and phone number within the ad. Google can offer searchers a map to find you easily. Offer extensions can entice users to click your ad over others if your options are discounted compared to your competitors.

Finally, App extensions link mobile users to an app download, reducing friction. Ad extensions can supplement your ad with additional information at no additional cost and improve the customer experience.

6. Utilize Video Ads

To effectively utilize video ads in Google Ads, start by creating narrow audiences based on ultra-specific keywords, topics, or demographics. This way, your ads will be genuinely relevant to your target audience. Keep your ad short and direct, as play rates drop off significantly after 45 seconds. Be clear about what your business offers, and provide a clear call-to-action for viewers. Use advanced campaign settings to optimize your ads, such as setting your ads to run during certain hours or days of the week when you're most likely to reach your target audience.

Choose the right video format, such as skippable or unskippable ads, and create engaging content that grabs the viewer's attention. Target the right audience based on age, gender, and interests. With over 2 billion users worldwide, YouTube offers a vast audience to target. Utilize these tips to raise brand awareness and get more leads through video ads in Google Ads.

7. Utilize the Power of Search

To utilize the power of search in Google Ads, it is important to focus on keyword research. This involves identifying the search terms or phrases your target audience uses to find solutions to their problems. By bidding on these keywords, you can increase the visibility of your ads in search results and target the right audience. It is also important to create effective ad copy and landing pages that align with your chosen keywords, as this will improve your ad relevance and conversion rates.

Using negative keywords can help you exclude irrelevant searches and reduce wasted ad spend. Following these tips can create a successful Google Ads campaign that reaches your target audience and drives conversions.

8. Optimize Your Campaigns

To optimize your Google Ads campaigns, set specific campaign goals and track performance metrics. This will help you determine which ads are performing well and which ones need improvement. Conduct keyword research to choose your ads' most relevant and effective keywords. Use tools like Google's Keyword Planner to find relevant keywords and choose ones with high search volume and low competition. Create compelling ad copy that aligns with your campaign goals and directs customers toward a conversion. Ensure your landing pages align with your campaign goals and provide a clear call to action. Test and refine your campaigns by using A/B testing and analyzing performance metrics such as click-through rate and conversion rate. Use tools like Google Analytics to track your campaigns and adjust as needed. Following these tips can maximize your ROI and create a successful Google Ads campaign.

9. Test, Test, Test

Testing is a crucial aspect of any successful Google Ads campaign. It allows you to fine-tune your ads to better resonate with your target audience, improve your click-through rate, and ultimately increase conversions. To effectively test your campaigns, you should start by identifying specific elements to tweak, such as your ad copy, keywords, and targeting. For example, you could test different headlines or calls-to-action in your ad copy. To measure success, you should track metrics like click-through rate, conversion rate, and cost-per-click. You can maximize their effectiveness and achieve your marketing goals by continuously testing and optimizing your campaigns.

10. Utilize Remarketing Ads

Remarketing ads in Google Ads campaigns effectively reach potential buyers who have previously interacted with your business online. By using tracking cookies to follow users around the web, you can target these users with ads specifically tailored to their behavior on your site. This type of advertising is particularly effective since prospects need to see your marketing at least seven times before becoming a customer.

Google Ads offers various remarketing campaigns, such as retargeting, lookalikes, and custom intent. Retargeting involves targeting users who have previously interacted with your site but have not yet converted. Lookalike campaigns target users who share similar characteristics to your existing customers, while custom intent campaigns target users who are actively searching for similar products or services.

To create effective ad copy and targeting strategies, it's important to segment your audience based on their behavior on your site. For example, you may want to target users who have recently visited your site or those who have abandoned their cart. Additionally, it's crucial to create compelling ad copy that speaks directly to your audience's needs and desires.

By implementing these strategies, you can generate better, cheaper sales on Google Ads and turn first-time visitors into return visitors and, ultimately, first-time buyers.

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Slaterock Automation's Google Ads PPC management team has certified Google Ads experts to ensure you get the most out of your ad budget. They are also using tools to make sure you minimize ad spending on fraud clicks eating up your budget. Talk to us now and save a lot on your next Google Ads pay-per-click campaign. Click the button below to schedule a free consultation.


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Founded by William Mingione and managed by Dominick Galauran.

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Slaterock Automation is a Digital Marketing Agency focused on bringing the power of Ai to small and medium-sized businesses throughout the United States and Canada. "We utilize Ai for businesses through functional web design, Ai SEO, and business process automation."


Slaterock Automation is a Certified Wix Partner, Certified Semrush Partner, and Certified Google Partner.  Slaterock has served over 100 Wix clients and currently manages over 25 active SEO and PPC campaigns.

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