Google AdWords 2021: A complete guide for beginners


Advertising on Internet is always paid and it pays good dividends if you know how to. Advertising gives you the power to choose and target your audience in the best possible manner to get expected results.

Google AdWords is the most happening advertising platform on the web and this blog is a detailed guide for beginners that know nothing about AdWords.

Let’s start with the advantages of Google AdWords

#1. With over 72% of total market share, Google becomes the most popular and the dominant player in search marketing. And only this search network can give the highest ROI.

#2. Google AdWords has diverse ad options that fit every business model and objective.

#3. Google ads generate quick sales with less work. Targeted traffic starts coming as soon as the ads are displayed.

Everyone has a reason to use Google AdWords but not everyone has the knowledge and experience needed to optimize ads to get targeted traffic. There could be many definitions for Google ads but in reality, these explanations either oversimplify or overcomplicate it.

The first thing you should know about Google AdWords is how it works

Google AdWords is divided into two networks – search and display – with each having unique features and advertising options. The networks are advertising locations.

Image result for google search network vs display network

Search Network: As the name implies, the advertising location here are Google pages including search result pages, Google Maps, Google Shopping and Google’s partner sites that publish text ads.

Display Network: Platforms like YouTube, Gmail are the location of display ads. Unlike search network advertisement, display ads aren’t text based. They could be pictures and videos but they would contain little text matter.

Example: A visitor searches a product and views advertisements matching with his search. He clicks on an ad to get more information about the product promoted in the ad. The click takes the visitor to the landing page attached to the ad.

Another action happens in the background. The click costs the advertiser a price. Google deducts a certain amount from the AdWords account of the advertiser. The visitor costs the advertiser a price.

Here you can ask what if the visitor doesn’t convert. Yes, it happens to almost all advertisers but there is little to worry because Google provides an opportunity to retarget the visitor that interacted with your site without completing the sales process. It is called retargeting and Google has reliable retargeting options to bring missed sales.

The next important thing to know is how Google ranks ads

Ads figure like organic results on SERPs and they can be numbered one, two, three and four. The number one position would attract more clicks than the number two and others. It is called Ad Rank and Google is the sole authority to determine rank of an ad.

Image result for google ad rank

Google considers four factors for assigning Ad Rank

  • Bid amount: High amount can get you on top of Search Network but it isn’t the decisive factor. Bid amount is taken as a collective factor.
  • The quality score of an ad has a say in determining Ad Rank of that advertisement.
  • The context of search: If your ad is the best choice, Google would publish it on the top irrespective of the bid amount and quality score. But the ad must match the contexts like location, device and time.
  • Ad Extension: How you make use of ad extensions and influence performance of your ads have a say in the overall ranking of the ads

You see that bidding isn’t everything in Google Ads. Your quality score and context of search could get you top placement even on lower bids.

How PPC budget is allocated?

What is Google Ads quality score?

It is a score of 1-10 where 10 is the highest and the best score for an ad. Factors considered for checking the quality of ads are as follows.

Image result for google quality score

  • Higher click-through-rate
  • Relevancy of your ads with search queries
  • Landing page experience of visitors

These factors are critical for scoring high on ad quality and getting top placement in search and display ads. High-quality score would reduce the cost of clicks and final acquisition.

With basic education on Google AdWords complete, you are ready to open your AdWords account and start Google Ads.

Before you set your AdWords you should look at the options available so that you can make a better choice. You have Google Ads and AdWords Express where Google does the job. If you are new to PPC or have little time to devote to create PPC ads then the Express service is for you.

Pros and cons of Express service

  • Good for brands new to PPC
  • Great for marketers with limited resources
  • Works well for local stores and e-commerce sites
  • Comes with limited features and give limited results

You can start with AdWords Express before moving to the Google Ads service that gives a load of features.

Setting a Google AdWords account

Image result for google adwords setting

First Step: Sign up using your Gmail account and use your website address to set an account.

Google would open a dashboard with primary setting options needed to activate the account.

Second Step: Set a budget you are comfortable with and then move to a location like all countries and territories or a specific country like the US. Select a location according to your area of operation. Next thing to choose is network. You can select either of the networks or both.

Third Step: After finishing the primary settings, you need to choose keywords and select bids. For starting, you can allow Google to set keyword bidding. Google won’t spend more than the daily budget.

Fourth Step: Create an ad and click to continue to run the ads. Google would make your ad live and you will see clicks.

A few critical factors to remember before you start Google Ads

Critical Factor 1: Google Analytics

Without GA, you won’t be able to make headway in paid search marketing. It is only GA that will give you a breakup of call-tracking data and generate reports that will help in comparing paid search to organic traffic.

Critical Factor 2: UTM codes

These codes are Urchin Tracking Module and they are helpful in tracking data that can help in analyzing traffic and its source. UTM is used in a link format. Combined with UTM, the GA becomes a powerhouse helpful in successfully managing the Google Ads.

Finally, you can set conversion tracking to see how many visitors turned into customers. Without conversion tracking, you will be shooting blind and wasting your money on unwanted visitors.

The success of your PPC marketing largely depends on your keywords. You have to focus on keywords research and bidding to keep a tab over incoming traffic and the amount paid for each visitor.

How to search keywords?

Start with Google Keyword Planner because it is the most reliable keywords research tool available. This tool will give you a clear idea on highest search keywords; their bidding price and the monthly searches. Also, you can get a mix of high and low volume keywords. Study each keyword to determine its value for your ads before using it.

In addition to using Google Keyword Planner, you can also take advantage of third-party spy tools that will give you an insight on what keywords your competitors are targeting.

How to make ad groups?

Now you have a Google AdWords account and keywords to target. You are ready to make an ad group to run PPC ads. Google would suggest that you target multiple keywords with an ad group but it is very difficult to make an ad group match with multiple searches. You should choose a single keyword ad group (SKG) to start. One keyword per ad group is the latest trend.

How to create a landing page?

It is where your paid visitors are heading for. Clicking on an ad would take the visitors to your website and you are free to choose the page where your visitors land. It is advised to you take the visitors to the page specially designed for conversion. For success, you need an ad group for each keyword and a landing page for each ad.

What should be your bidding strategy?

Google allows two basic types of bidding – automated and manual.

Image result for bidding strategy

Automated Bidding: Google does the job and you remain free to count clicks. You can set a daily spending limit to guide Google.

Manual Bidding: It is a tiresome process but necessary to get better results especially when you are targeting high-value keywords.

In addition to automated and manual bidding, you have the option to choose an advanced bidding strategy that allows:

vCPM: It is a viewable cost per thousand impressions. Instead of paying for per click, you can choose to pay a cumulative amount for thousand impressions.

CPA: Cost per acquisition stands for the amount deducted on each click. It is the traditional way of running PPC ads.

Choose a bidding option according to your goal and keep a close eye on your ad groups and bids to get expected results.

The beginner’s guide to PPC ends here but there are many things to learn like keywords research, retargeting, conversion tracking and bidding. The basic info would help in setting your AdWords account and starting ads. For success, you need precise knowledge of important steps and factors.


Google Ads give quick traffic and leads; it is a sure-shot way of achieving success in online marketing. The complete Google AdWords tutorial is sufficient to kick-start your ad campaigns and achieving a level in success but for the best results, you would need involving an AdWords expert with comprehensive knowledge on Google Ads and what makes these ads work.

Media Challengers, led by Birendra Kumar, is the foremost SEO and PPC services company, specializing in implementing a comprehensive range of online marketing techniques to enhance business profitability. As a Google certified agency partner, we bring expertise in SEO (Search Engine Optimization) and PPC (Pay-Per-Click) strategies to drive successful digital campaigns.


Case Studies

Case studies by projects


Our Google Certificates

Social Media Marketing

Do you want an instant result and traffic?

You are at the right place, we are committed for instant result (Call, Query Form, Traffic, view, etc..) generation. If you have any questions please let me know.
Our last month campaign performance

More from our blog

See all posts
    • 안전사이트
    • May 15, 2020

    Love to spend time near Sea !

    • deutsche sexfilme
    • April 20, 2020

    Hi! This is kind of off topic but I need some guidance from an established blog.
    Is it tough to set up your own blog? I’m not very techincal but I can figure things out pretty fast.
    I’m thinking about making my own but I’m not sure where to start.

    Do you have any tips or suggestions? Thank you

    • Alex Roberson
    • April 20, 2020

    Awesome post, thanks for sharing!

    • Sydney Nola
    • November 25, 2019

    First of all I want to say awesome blog! I had a quick question which I’d like to ask if you do not mind. I was interested to find out how you center yourself and clear your head before writing. I’ve had a tough time clearing my mind in getting my ideas out there. I truly do enjoy writing but it just seems like the first 10 to 15 minutes are usually lost simply just trying to figure out how to begin. Any ideas or tips? Many thanks!|

    • Twyla Lenahan
    • November 25, 2019

    Have you ever thought about adding a little bit more than just your articles? I mean, what you say is important and everything. Nevertheless imagine if you added some great photos or videos to give your posts more, “pop”! Your content is excellent but with images and clips, this website could certainly be one of the most beneficial in its niche. Wonderful blog!|

    • November 21, 2019

    I am actually grateful to the owner of this web page who has shared this great piece of writing at at this time.

    • Eddie Ardinger
    • November 21, 2019

    Hi, I desire to subscribe for this weblog to get most up-to-date updates, so where can i do it please help out.|

    • coconut oil our
    • November 16, 2019

    Your mode of explaining everything in this post is genuinely good,
    every one be capable of without difficulty be aware of it, Thanks
    a lot.

    • Treat Sciatica Naturally
    • November 9, 2019

    Amazing blog! Is your theme custom made or did you download it from somewhere? A theme like yours with a few simple adjustements would really make my blog jump out. Please let me know where you got your design. Many thanks

    • Pamula Mailman
    • October 29, 2019

    I must thank you for the efforts you’ve put in writing this website. I am hoping to see the same high-grade content by you later on as well. In truth, your creative writing abilities has encouraged me to get my own, personal blog now ;)|

    • Chad Derderian
    • October 29, 2019

    I think the admin of this web site is truly working hard in favor of his web site, for the reason that here every material is quality based data.|

    • Riva Turnipseed
    • October 29, 2019

    What’s up, after reading this amazing piece of writing i am too glad to share my knowledge here with friends.|

    • Kati Swopes
    • October 29, 2019

    I simply could not leave your site before suggesting that I extremely loved the standard information an individual supply to your visitors? Is gonna be again continuously in order to investigate cross-check new posts|

    • Luis Freas
    • October 24, 2019

    Amazing! Its truly amazing piece of writing, I have got much clear idea on the topic of from this paragraph.|

    • Husain Ali Arif
    • October 24, 2019

    Thank you for this great post. I will make a campaign soon.

    • Warner Barrack
    • October 9, 2019

    Remarkable! Its truly awesome piece of writing, I have got much clear idea concerning from this post.|

    • Nestor Petroff
    • October 9, 2019

    Howdy! This post couldn’t be written any better! Looking through this post reminds me of my previous roommate! He constantly kept preaching about this. I am going to forward this information to him. Fairly certain he will have a very good read. Thanks for sharing!|

    • cialis price
    • October 8, 2019

    Hi there just wanted to give you a quick heads up. The words in your post seem to
    be running off the screen in Internet explorer. I’m not sure if this is a format
    issue or something to do with internet browser compatibility but I thought I’d
    post to let you know. The design and style look great though!
    Hope you get the issue resolved soon. Many thanks

    • Ferdinand Holom
    • October 7, 2019

    Amazing! Its genuinely remarkable article, I have got much clear idea concerning from this post.|

    • Marcelino Birrittella
    • October 7, 2019

    Greetings! This is my 1st comment here so I just wanted to give a quick shout out and say I really enjoy reading through your articles. Can you suggest any other blogs/websites/forums that go over the same subjects? Thanks a ton!|

    • EasyBackLinker
    • July 5, 2019

    Really enjoyed the write up I’m always checking
    out your comments for amazing links to discounts.

    I have been sending your articles to my Instagram followers who are really love it.

    • how to do seo for website step by step
    • July 3, 2019

    Parasite backlink SEO works well 🙂

    • Oshin Kamble
    • June 24, 2019


    Killer post.
    Thanks for sharing it.
    I have also written a guide for Google Adwords for Beginners in 2019.
    Please do read it and give your valuable feedback on the same.

    Oshin Kamble

    • seo services in chennai
    • June 16, 2019

    This is a topic that is near to my heart…
    Cheers! Exactly where are your contact details though?

    • pornhub
    • June 8, 2019

    When visiting blogs, i usually discover a very good content like yours

    • bitcoin private key generator v2.4 (full version)
    • June 8, 2019

    Thanks for expressing your ideas. I’d personally also like to convey that video games have been at any time evolving. Technology advances and innovative developments have helped create genuine and active games. These kind of entertainment video games were not that sensible when the actual concept was first being tried. Just like other styles of technologies, video games as well have had to grow as a result of many ages. This is testimony to the fast growth of video games.

    • twitch adrian riven
    • May 24, 2019

    Have you ever thought about adding a little bit more than just your articles? I mean, what you say is important and everything. But imagine if you added some great images or videos to give your posts more, “pop”! Your content is excellent but with pics and clips, this blog could certainly be one of the very best in its field. Fantastic blog!

    • chasingmedia
    • April 17, 2019

    wow extremely pleasant and enlightening online journal. I truly awed by your blog.And you illuminated detail the whole Great Adwords works and the administrations.
    ppc services company

    • chasingmedia
    • April 17, 2019

    wow very nice and informative blog. I really impressed by your blog.And you clarified detailly the entire Good Adwords works and the services.
    ppc services company

    • Benjamin
    • February 1, 2019

    Great job. I have a small business but we are moving fast and I think PPC can play a bigger role in our growth and development. Your blog gave me confidence over PPC.

    • adam
    • January 16, 2019

    honestly i would like to say, i am knowing all these information. but i learn about ads position. keep it up…

    • john
    • January 16, 2019

    Thanks for sharing such good Google Adwords post for beginners..
    I read the complete post. now i am more confident about some topics.
    i would request please add some reference links of tools as well.

Comments are closed.