Google Ads Lesson 1 - Understanding Ad Auction & Weekly Tasks

6 Minutes Read

In this Google Ads (formally Google Adwords) lesson, you will learn about how to use Google Ads, what weekly tasks you should do, and we will explain Google Ads Auctions, Improve Ad Rank and Quality Score, Weekly Negative keywords, and reporting.

The benefits of doing this lesson are that you will have a better understanding of how to use Google Ads and you will be able to complete the weekly tasks with ease.

Learning objectives for students

The goal of this lesson is for students to understand the basics of Google Ads, including how to create ads, what weekly tasks they should do, and how Ad Rank and Quality Score work.

lesson 1 objectives for google ads

1. What is Google Ads

Google Ads is a way for businesses to create ads that will appear on and millions of other websites across the web.

There are three types of Google Ads: text ads, image ads, and video ads.

  1. Text ads are the most common type of ad. They appear as a short headline and a longer description on and other websites.
  2. Image ads are similar to text ads, but they have an image instead of just text.
  3. Video ads are like TV commercials. They appear on YouTube and other websites that show videos.

Google Ads Main Business Objectives

  1. Drive sales: Grow online, in-app, in-person, and over-the-phone sales.
  2. Get leads: Boost conversions by encouraging people to take action.
  3. Increase website visits: Get the right people to visit your website.
  4. Influence consideration: Encourage people to explore your products and services.
  5. Build awareness: Reach a broad audience and maximise exposure.
  6. Promote your app: Increase instals and interactions with your app.

Google Ads Campaign Types

  • Search Ads: When people search for companies like yours, your ad appears next to Google search results and on other Google partner sites, such as YouTube.
  • Google Display Network is a network of over two million websites and applications that display Google's advertising. Your advertisements are matched to relevant material about your company or your consumers' hobbies.
  • With Video advertising, you can reach the appropriate audience in large quantities while keeping their attention. Show your advertisements on their own or within other streaming video content on YouTube and across Google's network of sites and apps. You only pay when people click on your ad.
  • Shopping ads appear on Google Shopping next to search results and near text and responsive advertising. Shopping advertisements advertise your items by providing detailed information about what you're selling before consumers have a chance to see your ad.
  • App campaigns are a method to promote your business on Google's most popular properties, such as Search, Play, and YouTube. Your ads and bids are dynamically adjusted to obtain the greatest downloads. Simply include a few lines of text, a bid, and some assets, and everything else is fine-tuned to help consumers locate you.

Specialised campaign types

  • Local campaigns enable you to track critical offline metrics, such as store visits or in-store sales, by advertising on various platforms. Let Google Ads control how your ads appear across Search, Maps, Display, and YouTube to get the most out of your offline performance.
  • Hotel: If you're a hotel with available rooms to rent, this is the ideal campaign for you! These campaigns show hotel prices and availability on Search, Maps, and Assistant to connect you with millions of travellers looking for your services.
  • With Discovery ads, you may easily engage your users on Google's most popular properties with a range of rich and unique ad formats. With one campaign, reach your audience across the YouTube Home Feed, Gmail, and Google's Discover Feed.

What are Google Smart campaigns

Google Smart campaigns are a new way for businesses to get their products and services in front of more customers on Google. With Smart campaigns, you can create an advertisement in minutes and have it running on Google within a few hours.

Smart campaigns automatically adjust your bids and targeting to get the most out of your advertising budget. And, since you're only charged when someone clicks on your ad, you can feel confident that you're getting a good return on your investment.

Why you should not use Google Smart CampaignsDo not trust google ads bots

Google Smart campaigns are a great way to quickly get your products and services in front of more potential customers on Google. However, as with all things, there are some risks to consider before diving in.

Smart campaigns are designed to be quick and easy to set up, which means that you may not have as much control over your ad spend as you would with a more traditional campaign. Additionally, since Smart campaigns automatically adjust your bids and targeting, you may end up paying more per click than you would if you hand-picked your target keywords and set your bids.

Finally, Smart campaigns may not be the best option if you're looking to generate leads or sales from your Google ads. While they can be effective in getting your brand in front of more people, they're not as focused on generating conversions as other campaign types.

2. How do Google Ads work

Google Ads work by auctioning off ad space to the highest bidder. This means that you will have to compete with other businesses to have your ad shown. The price that you pay for each click on your ad position will depend on how much you are willing to bid and how high the other bids are.

Suppose you're looking for a new pair of shoes and decide to Google it. You'll see a variety of ads in the search results, ranging from individual stores to general shopping websites. The businesses that are willing to pay the most for each click on their ad will be at the top of the list, while those who are willing to pay less will be further down.

You click on one of the ads and are taken to the website. The business that owns the website will then have to pay Google for the click, based on their bid price. This is how Google Ads auction works - businesses compete against each other to have their ad shown, and the highest bidder pays. 

3. Understanding Ad Rank and Quality Score

bull -eye on your ads budget

How to save money using Google Quality Score

Google Quality Score is a number that Google uses to measure how good your ad is. The higher your quality score, the higher your ad will rank and the less you will have to pay for each click on your ad.

If you can improve your quality score, you will be able to save money on your Google Ads campaigns. This is because you will have a lower cost per click (CPC) and will be able to get your ads shown more often.

What is the standard Google Ads quality score for a new keyword

There is no one-size-fits-all to understand the google ads auction answers, as the quality score for a new keyword will vary depending on how competitive the keyword is. However, answering this a good starting point would be to aim for a quality score of around 7 or 8. If you can get your quality score up to 10 or above, you'll be in an excellent position to get your ad shown more often and to save money on your CPC.

Examples of quality scores

Alice is a small business owner who is looking for a new pair of shoes. She decides to Google it and sees a variety of ads in the search results. The businesses that are willing to pay the most for each click on their ad are at the top of the list, while those who are willing to pay less are further down. For another example check out the case study to generate business coach leads using Google ads here.

Example Quality Score Formula

example of formula

If your quality score is less than 5, then you'll need to take some steps to improve it.

There are a few things that you can do to improve your quality score, such as:

  • Write ads that are relevant to your keywords
  • Create landing pages that are relevant to your ad and keyword
  • Have a good clickthrough rate (CTR)

4. What are the weekly tasks for Google Ads

check the budget of google ads, man counting coins

Check Budget

Google Ads calculates your daily budget by dividing your total budget by the number of days in your billing cycle. This means that your budget may not be evenly distributed throughout the day.

For example, if you have a budget of $100 and your billing cycle is 30 days, Google Ads will calculate your daily budget to be $3.

To check your budget in Google Ads, follow these steps:

1. Log into your Google Ads account.

2. Click on the Campaigns tab.

3. Click on the Budgets tab.

4. Check the budget for each of your campaigns.

5. Make sure that you're not overspending on your Google Ads campaigns.

Check Quality Score

To check your quality score in Google Ads, follow these steps:

1. Log into your Google Ads account.

2. Click on the Campaigns tab.

3. Click on the Quality Scores tab.

4. Check the quality score for each of your campaigns.

5. Check the QS for each keyword

6. Pause any keywords with a QS of 3 or less.

Check Negative Keywords

negative man robot

Negative keywords are a way of manually restricting the number of results that appear when someone searches for your business or keywords. You may use negative keywords to exclude certain words or phrases from your advertisements in Google Ads, thus ensuring that they don't show up with irrelevant search results. Negative keywords do not have anything to do with excluding anyone else's adverts.

A negative keyword is a search query that you don't want your ad to appear in Google search results for. For example, a cafe may add "best sushi ingredients" as an exact match negative keyword so that its ad will not appear in the search results for that term. The restaurant might also notice over time that many queries contain the word "ingredients".

To add a negative keyword using Google Ads, follow these steps:

1. Log into your Google Ads account.

2. Click on the Campaigns tab.

3. Click on the Keywords tab.

4. Click on the Negative Keywords tab.

5. Enter the keywords that you wish to add as a negative keyword

Practice Session:

practice session

    1. Check Budget
    2. Check QS
    3. Check For Negative Keywords

Looking to get started with Google Ads but not sure where to begin? This course is designed for businesses with little-to-no experience in online advertising. You'll learn how to set up a campaign from scratch, and we'll provide a 30-day training warranty to make sure you're comfortable and confident with the process.

 So why wait? Get started today and see how easy it is to get started with Google Ads.

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Crocodile Marketing Team

We Wrestle With Marketing and Sales Technology So That You Don’t Have To! As a HubSpot partner, Crocodile Marketing offers inbound strategies and lead generation solutions to help you stay up-to-date with marketing technology in order to attract new customers and boost your sales.