Sales and Marketing - Jen Jordan
Jen Jordan brings a wealth of life and leadership experiences to her writing. After 10 years creating a variety of content for a nonprofit, Jen decided to establish her own writing business. She specializes in creating high quality blog and website content for small businesses. When she's not writing, Jen is a competitive triathlete with a goal of completing a triathlon in all 50 states.

Google Ad Basics: An Easy-to-Use Guide

Google Ad Basics: An Easy-to-Use Guide

Are you looking to pull the right customers into your sales funnel while boosting your online presence? Google Ads can be a great way to market your small business online and target customers more likely to make a purchase.

The key parts of Google Ads are campaigns, keywords, and ads, along with quality scores and campaign monitoring. It is essential to understand how these components work together to form your overall advertising strategy. Eliminating the guesswork in your approach can save your small business big money.


There are endless options for Google campaigns, and this can be confusing. Our previous blog "6 Types of Google Ad Campaigns to Fit Your Small Business Needs" dives into this subject and will help you choose the right campaign approach for your business.

The main thing you need to remember about campaigns is that it is critical to choose specific goals. Whether your goals are to generate leads, improve the quality of leads, increase your sales, or just generate traffic, you need a specific roadmap of where you want your campaign to go.

Campaigns will house sets of keywords and ads that are tailored to a particular product or service.


There are 5 ways to set your keyword matches.

  • Broad Match - This will show your ad when searchers use your keywords in any order. This is the default setting for campaigns.
  • Broad Match Modifier - Here, you can specify that specific words must be entered in a search for your ad to show.
  • Phrase Match - This option triggers your ad to show in searches with your exact keyword and a word before or after it.
  • Exact Match - Like the name implies, this setting will only show an ad if someone uses the exact word or phrase you choose.
  • Negative Match - Here, you can remove words and phrases from your ad triggers to eliminate unwanted traffic. For instance, if you are selling Honda car parts, you might want to remove people searching for Jeep car parts.

Since your keywords can make or break your Google Ads as part of your overall quality score, spend some time using a keyword planner and matching your options to the customer types you want to attract.

Using a mix of high and low volume keywords can give you both high traffic while also offering you specific traffic. To be effective, the keywords must match your goals.

Avoid using too many keywords in your ad groups. You can even start with a single keyword and use your exact, phrase, broad, and negative match options to create keyword groups.

Google Ads

To write your small business’ Google Ads, think about what sets your business apart from your competitors. What is something your customers can only get from you? Choose keywords that match both your goals and your product or service. Don’t forget to add a solid call to action.

You can elaborate on your ad with ad extensions that allow you to provide further information that doesn’t fit into Google’s character space. Google offers eight different extension options to fit your business’ goals and needs.

In writing your Google Ads, ensure your ads and your landing page have matching information, so customers know they are in the right place. An additional benefit of ad relevance and a solid landing page is that it can boost your quality score, allowing you a higher ranking in searches.

Save Money through Optimization and Monitoring

Google offers several types of bidding options for your ads. Set a small budget to start, as you explore and get the hang of creating your small business ads. Focus on monitoring your performance metrics and tweaking your keywords, ads, and landing page for a cohesive customer experience. In turn, your quality score will help drive the right traffic to your business at a lower cost.

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