Google Ads Aide Memoire
The Complete Guide for Digital Marketers
Your essential reference guide to navigate and succeed with Google Ads advertising platforms.
Master Google Ads with our comprehensive guide covering campaign types, bidding strategies, targeting options, and optimization techniques. Transform your advertising performance with proven strategies and best practices.
JL
by Jon Lalabalavu
Table of contents
Google Ads Campaign Types Overview
Google Ads offers four primary campaign types, each designed for specific advertising goals and formats across different platforms in the Google ecosystem.
Search Campaigns
Text ads that appear when users search for specific keywords. Perfect for capturing high-intent traffic at the moment of search.
Display Campaigns
Visual banner ads across Google's extensive network of partner websites. Ideal for brand awareness and remarketing.
Video Campaigns
YouTube and video partner ads that engage audiences through compelling visual storytelling and demonstrations.
Shopping Campaigns
Product ads featuring images, prices, and merchant information. Essential for e-commerce businesses driving qualified traffic.
Advanced Campaign Types and Performance Max
Google's advanced campaign types leverage automation and AI to optimize ad performance across multiple channels simultaneously, eliminating manual campaign management while maximizing reach and conversions.
App Campaigns
Automated campaigns designed specifically to promote mobile applications across Google's entire ecosystem. These campaigns use machine learning to optimise ad placement, targeting, and creative combinations automatically.
App campaigns eliminate the need for manual keyword selection and ad group creation, instead focusing on conversion goals and budget allocation across Search, Play, YouTube, and Display networks simultaneously.
Performance Max
Google's most advanced campaign type leveraging artificial intelligence to optimise performance across all Google channels. Performance Max accesses inventory unavailable to other campaign types.
These campaigns require conversion tracking and work best with comprehensive asset groups including headlines, descriptions, images, and videos for maximum automation effectiveness.
Keyword Match Types Fundamentals
Google Ads offers three keyword match types that control when your ads appear, ranging from the precise targeting of exact match to the wider reach of broad match.
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Exact Match
Most restrictive, highest relevance
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Phrase Match
Moderate flexibility with phrase inclusion
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Broad Match
Maximum reach with AI optimisation
Understanding match types is crucial for controlling traffic quality and budget efficiency. Exact match keywords trigger ads only for searches with the same meaning, whilst broad match allows Google's AI to interpret user intent and show ads for relevant variations. Phrase match sits between these extremes, requiring the keyword phrase to appear in the search query whilst allowing additional words before or after.
Quality Score Components and Optimisation
Quality Score is a crucial Google Ads metric that affects ad costs and positions, consisting of three key components: CTR, Ad Relevance, and Landing Page Experience.
Click-Through Rate
Historical performance metric measuring ad engagement relative to impressions
Ad Relevance
How closely your ad matches user search intent and keyword targeting
Landing Page Experience
Page loading speed, mobile-friendliness, and content relevance to ad promise
Quality Score directly impacts ad positioning and cost-per-click. Higher Quality Scores result in better ad placements at lower costs, making optimisation essential for campaign profitability. Focus on improving each component systematically through compelling ad copy, relevant keyword selection, and high-quality landing pages that deliver on ad promises.
Search Ad Copy Structure Best Practices
Effective search ads require strong headlines with benefits, detailed descriptions with CTAs, and strategic use of extensions for maximum engagement and relevance.
Headlines
Compelling benefit-driven messaging
Descriptions
Supporting details and calls-to-action
Extensions
Additional information and engagement opportunities
Effective search ads combine multiple headlines and descriptions to create compelling messages that resonate with user intent. Google's responsive search ads automatically test different combinations to optimise performance. Include your primary keyword in at least one headline, highlight unique value propositions, and use strong action-oriented language to encourage clicks whilst maintaining relevance to search queries.
Google Ads Bidding Strategies Comparison
Google Ads offers both manual and automated bidding options to suit different campaign goals and advertiser experience levels, from granular control to performance-based optimization.
Manual CPC
Full control over individual keyword bids with the ability to adjust based on performance data. Best for experienced advertisers who want granular control over their campaigns.
Target CPA
Automated bidding focused on achieving a specific cost-per-acquisition. Ideal when you have clear conversion tracking and profitability targets established.
Target ROAS
Return on ad spend optimisation for campaigns with varying conversion values. Perfect for e-commerce businesses with detailed revenue tracking capabilities.
Maximise Conversions
Automated strategy that uses your budget to generate the highest number of conversions possible. Suitable for lead generation campaigns with sufficient historical data.
Advanced Bidding Strategy Selection
Effective bidding strategy implementation requires adequate data, clear objectives, continuous monitoring, and regular optimization to achieve optimal campaign performance.
Assess Data Volume
Ensure sufficient conversion history for automated strategies to function effectively
Define Objectives
Align bidding strategy with primary campaign goals and business KPIs
Monitor Performance
Track efficiency metrics and adjust strategy based on performance trends
Optimise Regularly
Fine-tune targets and budgets based on seasonal trends and market changes
Audience Targeting and Layering Strategies
Effective audience targeting combines demographic filters, interest categories, first-party data, and behavioral signals to create precisely targeted marketing campaigns with improved relevance and performance.
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Demographic Targeting
Age, gender, household income, and parental status filters to reach specific customer segments with tailored messaging approaches.
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Interest Categories
Affinity audiences and in-market segments based on browsing behaviour and purchase intent signals across Google's ecosystem.
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Custom Audiences
First-party data integration including customer lists, website visitors, and app users for precise remarketing and lookalike targeting.
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Behavioural Signals
Device usage patterns, location history, and engagement metrics to refine targeting precision and improve campaign relevance.
Geographic and Device Targeting Options
Google Ads offers precise location targeting from country to postcode level, alongside device-specific optimizations for desktop, mobile, and tablet campaigns—both essential for maximizing ad relevance and performance.
Location Targeting
Precise geographic targeting from countries down to specific postcodes and radius targeting around business locations. Advanced options include targeting users in, regularly in, or interested in your targeted locations.
- Presence targeting for immediate local relevance
- Interest targeting for travel and tourism campaigns
- Exclusions to prevent irrelevant traffic
Device Targeting
Optimise campaigns across desktop, mobile, and tablet devices with individual bid adjustments. Consider user behaviour differences across devices when setting targeting parameters.
- Mobile-first strategies for local businesses
- Desktop focus for B2B lead generation
- Cross-device attribution tracking
Essential Google Ads Metrics and KPIs
Key performance metrics help optimize Google Ads campaigns by measuring effectiveness, cost efficiency, and visibility—with conversion rate being the most critical indicator.
Monitor these fundamental metrics to assess campaign health and identify optimisation opportunities. Conversion rate indicates how effectively your ads drive desired actions, whilst Quality Score impacts both ad positioning and costs. Understanding these relationships enables data-driven decision making for improved campaign performance.
Advanced Performance Measurement
Modern advertising requires tracking beyond single interactions to fully understand how campaigns drive conversions across multiple touchpoints and devices.
73%
Multi-Touch Attribution
Average improvement in conversion understanding with advanced attribution models
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Average Conversion Path
Typical number of touchpoints before conversion in complex buyer journeys
28%
Cross-Device Conversions
Percentage of conversions occurring on different devices than initial click
Advanced measurement goes beyond last-click attribution to understand the complete customer journey. Implement enhanced conversion tracking and offline conversion imports to capture the full impact of your Google Ads campaigns across all touchpoints and conversion types.
A/B Testing Framework for Ad Optimisation
A systematic approach to improve ad performance through controlled experimentation, from hypothesis development to implementation of proven results.
Hypothesis Formation
Develop testable assumptions about ad performance improvements based on data analysis
Test Design
Create controlled experiments with clear success metrics and statistical significance requirements
Data Collection
Monitor test performance ensuring adequate sample sizes and accounting for external factors
Implementation
Apply winning variations and document learnings for future optimisation efforts
Landing Page Quality and User Experience
Effective landing pages require alignment with ad messaging, fast loading speeds, mobile responsiveness, and clear conversion paths to maximize performance.
Message Match
Ensure landing page content directly relates to ad promises and keyword intent. Maintain consistency in messaging, offers, and visual elements between ads and landing pages.
Loading Speed
Optimise page performance for fast loading times across all devices. Implement image compression, browser caching, and content delivery networks for optimal user experience.
Mobile Optimisation
Design responsive pages that function seamlessly on mobile devices. Consider touch-friendly navigation, readable fonts, and streamlined conversion processes for mobile users.
Clear Call-to-Action
Place prominent, action-oriented buttons that guide users toward conversion goals. Use contrasting colours and compelling copy that clearly communicates the next step.
Negative Keywords Strategy and Implementation
Strategic exclusion of irrelevant search terms to protect budget, improve traffic quality, and enhance campaign performance through focused targeting.
Budget Protection
Prevent wasteful spending on irrelevant searches that drain budget without generating qualified traffic or conversions.
Traffic Quality
Improve overall campaign relevance by filtering out searches that don't align with your products or services.
Performance Enhancement
Boost Quality Scores and click-through rates by eliminating low-relevance impressions that dilute campaign metrics.
Automated Management
Create shared negative keyword lists for efficient management across multiple campaigns and account structures.
Google Ads Policy Compliance Essentials
Following Google Ads policies is crucial for maintaining account health and campaign performance. Key areas include ad content quality, landing page functionality, prohibited content avoidance, and professional presentation standards.
Maintaining policy compliance prevents account suspensions and ensures consistent ad delivery. Regular audits of ad content, landing pages, and targeting settings help identify potential issues before they impact campaign performance.
Display Campaign Targeting and Creative Best Practices
Display campaigns combine sophisticated targeting options with compelling creative elements to reach relevant audiences effectively and drive engagement.
Targeting Options
Display campaigns offer sophisticated targeting beyond keywords, including contextual targeting based on website content, placement targeting for specific sites, and audience targeting using demographic and interest data.
- Contextual targeting for relevant placements
- Managed placements for premium inventory
- Remarketing lists for re-engagement
Creative Guidelines
Effective display ads combine compelling visuals with clear messaging that drives action. Use high-quality images, readable fonts, and prominent calls-to-action whilst maintaining brand consistency across all ad formats.
- Responsive ads for automated sizing
- Multiple image formats and ratios
- Brand-consistent colour schemes
YouTube Advertising Campaign Optimisation
Effective YouTube campaigns require strategic format selection, precise audience targeting, compelling creative content, and continuous performance monitoring.
Format Selection
Choose between skippable, non-skippable, bumper, and discovery ads based on campaign objectives
Audience Targeting
Leverage YouTube's detailed demographic and interest data for precise audience reach
Creative Strategy
Develop engaging video content that captures attention within the first five seconds
Performance Analysis
Monitor view rates, engagement metrics, and conversion tracking for optimisation insights
Shopping Campaign Product Feed Optimisation
Optimize your product feeds with strategic elements from titles to attributes for better visibility and performance in Google Shopping campaigns.
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Product Titles
Descriptive, keyword-rich titles with brand, model, and key features
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High-Quality Images
Professional product photography meeting Google's technical requirements
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Accurate Pricing
Current prices with proper currency formatting and promotional pricing
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Complete Attributes
Comprehensive product data including categories, conditions, and specifications
Product feed quality directly impacts Shopping campaign performance and visibility. Regular feed optimisation ensures products appear for relevant searches whilst maintaining competitive positioning in Google Shopping results.
Account Structure and Campaign Organisation
Google Ads accounts follow a hierarchical structure from account level down to keywords, with each level serving specific functions for campaign management and optimization.
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Account Level
Billing settings, user permissions, and shared resources like audiences and negative keyword lists for efficient management.
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Campaign Level
Budget allocation, targeting settings, bidding strategies, and campaign-specific configurations for strategic control.
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Ad Group Level
Thematic keyword groupings with relevant ad copy for improved Quality Scores and performance optimisation.
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Keyword Level
Individual keyword targeting with specific match types, bids, and tracking parameters for granular management.
Conversion Tracking Implementation Guide
Comprehensive overview of conversion tracking methods including Analytics integration, enhanced conversions with first-party data, offline conversion imports, and cross-device attribution.
Google Analytics Integration
Link Google Ads with Analytics for comprehensive performance measurement and shared audiences. Import Analytics goals as conversions for unified reporting across platforms.
Enhanced Conversions
Implement first-party data hashing for improved attribution accuracy whilst maintaining user privacy. Capture email addresses and phone numbers securely for better tracking.
Offline Conversions
Upload phone call conversions, in-store purchases, and other offline actions to measure complete campaign impact beyond digital touchpoints.
Cross-Device Tracking
Enable cross-device conversion tracking to understand multi-device customer journeys and attribution across various touchpoints and platforms.
Budget Management and Bid Optimisation
Automated bidding shows superior CPA performance over time compared to manual bidding, with strategic budget management being essential for campaign success.
Effective budget management requires balancing daily spend limits with performance goals. Monitor spend patterns and adjust budgets based on conversion volume and profitability trends across different time periods and campaign types.
Seasonal Campaign Planning and Adjustments
Effective seasonal campaign management requires early planning, strategic budget adjustments, and tailored approaches for both high and low-demand periods.
How should I prepare campaigns for seasonal peaks?
Begin planning 8-12 weeks before major seasonal events. Increase budgets gradually, expand keyword lists with seasonal terms, and create holiday-specific ad copy and landing pages. Monitor competitor activity and adjust bids accordingly.
What budget adjustments work best during high-demand periods?
Implement gradual budget increases rather than sudden spikes to maintain stable performance. Use automated bidding strategies that can respond to increased competition whilst maintaining target CPA or ROAS goals.
How do I handle campaign performance during low-demand periods?
Reduce budgets strategically whilst maintaining campaign structure. Focus on brand campaigns and high-converting keywords. Use slower periods for testing new ad copy, landing pages, and audience segments.
Advanced Audience Insights and Remarketing
Strategic remarketing approaches to re-engage users across websites, customer databases, and mobile applications based on specific behaviors and characteristics.
Website Remarketing
Target users based on specific page visits, time spent on site, and conversion actions. Create dynamic remarketing campaigns for e-commerce to show relevant products to interested users.
Customer Match
Upload customer email lists to create targeted audiences for cross-selling, upselling, and loyalty campaigns. Combine with similar audiences for expanded reach.
App Remarketing
Re-engage app users based on specific in-app actions, purchase history, and engagement levels. Target users who haven't opened the app recently or completed desired actions.
Future-Proofing Your Google Ads Strategy
Adapt to evolving digital advertising by balancing AI automation with strategic oversight, preparing for privacy changes, optimizing for mobile users, and staying current with platform innovations.
AI Integration
Embrace automated bidding and smart campaigns whilst maintaining strategic oversight and creative input for optimal performance
Privacy Adaptation
Prepare for cookieless future with first-party data strategies and privacy-compliant tracking methods for sustained campaign effectiveness
Mobile-First Approach
Prioritise mobile user experience and leverage location-based targeting for increasingly mobile-centric consumer behaviour patterns
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Continuous Innovation
Stay updated with Google Ads feature releases and beta programmes to maintain competitive advantages in evolving digital landscape
Success in Google Ads requires adapting to technological advances whilst maintaining focus on fundamental marketing principles. Combine automated tools with strategic thinking to build sustainable, profitable advertising programmes that evolve with changing consumer behaviour and platform capabilities.
FYI - What are Businesses Paying for Google Ads?
Google Ads costs vary globally, with UK businesses spending £200-£8,000/month, US businesses $100-$10,000/month, and significant variations in CPC rates across countries. Costs are influenced by industry, keywords, ad quality, location, and budget.
Google Ads costs vary significantly depending on location and industry. In the UK, businesses typically spend between £200 and £8,000 per month. In the USA, Google Ads costs range from $100 to $10,000 per month. Businesses in Canada pay an average of $1.66 per click, while those in Australia can see a range from $2 to $12+ per click.
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UK:
Average monthly spend: £200 to £8,000.
Cost per click (CPC): £0.50 to £5.00.
Industry can impact CPC: For example, legal services may have higher CPCs.
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USA:
Average monthly spend: $100 to $10,000.
Cost per click (CPC): $1.99 to $4.01.
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Canada:
Average cost per click: $1.66.
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Australia:
Google Ads cost: Ranges from $3,000 to $5,000 per month for small businesses.
Average CPC: $2 to $12+.
Factors Influencing Cost:
- Industry: Some industries (like legal and consumer services) tend to have higher CPCs.
- Keywords: The competitiveness of keywords can significantly impact cost per click.
- Ad Quality: Higher quality ads can lead to better ad rankings and potentially lower costs.
- Location: Geographic location can influence CPCs.
- Budget: While some small businesses can succeed with a small budget, larger campaigns targeting broader markets may require higher spending.
It's important to remember that these are just averages, and the actual cost of Google Ads will vary based on your specific campaign goals, target audience, and the overall competitiveness of your industry
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Get strategic recommendations for budget allocation and offer optimization to enhance campaign performance.
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Receive detailed, branded reports that provide clear insights into your campaign's success and areas for improvement.
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