As a trader, I’m sure you’ll find Google Ads both fascinating and intimidating.

Viewing: What is Adwords?

This promotional tool is attractive in that: If done correctly, AdWords will help your company grow.

The scary thing is: if you don’t do it well, the thousands of dollars invested in advertising will disappear completely, with nothing but trouble.

Whether it’s an opportunity or a failure, we can’t deny the role Google Ads plays in driving the success of your business.

So how can we make Google Ads “attractive”?

This article will explain you from the most basic knowledge about this tool.

Understand it well and know how to operate, you will have success in your hands!

1. What is Google Ads

?Google Ads – What is Google Ads?

Google Ads, or Google AdWords, is Google’s advertising system. In which advertisers bid on certain keywords. Aim for their ads to appear in Google search results or display ads.

Advertisers most often pay by PPC (pay-per-click: pay-per-click). This is also how Google makes money through search channels.

2. Should you use Google Ads

?In the current digital and social network development. It is obvious that there are many good platforms for you to choose from to advertise your products

Channels such as Facebook and Instagram Ads, Twitter Ads, Pinterest Promoted Pins, etc. Even Google is not the only search advertising platform. Besides it, there are also Bing Ads, Yahoo Ads or Microsoft Ads.

However, it is not because of the presence of other platforms that Google AdWords becomes weak. Businesses have always rated this advertising channel as the best place to reach customers.

Google with its rich history has become the most popular search engine. And the number of users searching for products on google is huge.

Therefore, for your products to reach potential customers in a short time, Google Ads is a tool worth investing in!

3. Types of Google Ads

Unlike other platforms like Facebook or Instagram. AdWords has many different types of advertising: Google Search Network, Google Display Network, Youtube Ads, Google shopping ads, GmailAds.

Depending on the type of product and target audience, you can choose the appropriate type of advertising. There are two commonly used types as follows:

Via Google search engine (Google Search Network – GSN)Through Google display network (Google Display Network – GDN)

These two types of ads have very different approaches, but they both use the PPC bidding system. You’ll have to bid in order for your ad to show to relevant customers.

For GSN, ads will be displayed on the results page when your customers search for related keywords (that you selected when placing ads).

For example, you trade in “watches”. You must set a bid for your ad to show each time a user searches for a keyword.

Example keyword: “Casio watch”

Advertising template by keyword

Search results will yield 1-3 ads at the top of the article. These ads will be marked with “Ad” next to the page URL to distinguish them from other organic results (see image above).

This type of advertising is very effective if you are looking for early-stage prospecting.

In addition, the results page sometimes shows results with Google Shopping Ads at the top as shown below.

Most people are very familiar with advertising through search engines, but what about the Google Display Network?

GDN works very differently than GSN. Instead of showing ads on the results page, Google will put your ads to show on websites (that your potential customers can use).

Here is an example of a Display ad.

When using this form of display advertising. Target customers are usually people who are not searching for keywords related to your business.

Tapping into the mentality “we often don’t know what we want until we see what we need”. Showing ads on the site they use will act as a switch reminding customers that they need this “product” in their lives. Thereby generating profits for the company.

Running GDA is also an excellent choice for remarketing. You can apply to customers who have visited your business’s website. Thereby reminding them about your products as well as encouraging purchases.

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4. Let’s start with which ad types are most effective

?As mentioned in part 3, there are two main types of advertising that are common. That’s advertising through the Google Search Network (GSN) and through the Google Display Network (GDN).

Comparing costs, running GSN advertising campaigns will be more economical than running GDN. A GDN campaign will require a higher budget because you have to push many websites, visits clicks can sometimes happen because the customer “presses by mistake”.

To save budget while still achieving optimal efficiency. You can advertise with GSN and remarket to customers with GDN.

If budget is not your concern, invest heavily in GDN on a large scale to cover the brand. At the same time, you can run other ads at the same time to make sure you don’t miss any potential customers.

5. Are Google AdWords Ads Expensive

?Is advertising through Google AdWords expensive or not? The answer is yes.

If you don’t do well, the thousands of dollars invested in advertising will disappear completely, with nothing but trouble. Especially if your business is highly competitive.

But if you do it well, the results will be completely worth the effort and money you spend.

The key to success lies in intelligently designing your AdWords advertising campaigns. By detailed planning and optimization.

If the customer target is well-defined and optimized with an appropriate bid. You can definitely get feedback from potential customers, which in turn can achieve a positive ROI score.

Conversely, if the campaign is not good, you can spend a lot of money paying for the clicks of customers who never buy your product.

The amount you have to spend depends a lot on the factors involved when bidding:

Your chosen keywordCompetition of competitors in the same industry (using the same AdWords service)Your bid

Let’s do a quick math: because you pay per click. If the ad can bring your business from $5 to $10 or more per click then congrats, you’ve done it!

6. Set up Google AdWords in 8 Steps for Beginners

PPC advertising is a powerful tool if you use it wisely.

Before you start running AdWords, you need to define your goals.

Maybe you think of the goal of “selling more,” a start that sounds good but isn’t enough. You will need to go into more detail when you want to use online advertising tools.

The chances for a user to land on your website and make the first purchase are extremely low.

The online sales journey depends on building and maintaining a trusting relationship with your customers.

Therefore, if you are a business that wants to use Google Ads, you can refer to some example goals below:

Generate sales Drive users to sign up for accounts on the website Drive users to sign up for emailsLead Generation – create a list of potential customers Raise brand awareness and capture value

Setting many detailed goals is beneficial for the process of running ads. And remember that you have to run many different campaigns to achieve different goals. Don’t get too wrapped up in a single campaign.

Once you’ve defined your goals, start setting up your ad account.

I will guide you through setting up your Google AdWords account in 8 steps:

Step 1: Register

To register for this Google service, you first need to have a Gmail account. So if you don’t have one yet, create an account now. Don’t worry, creating Gmail is simple and fast.

Once you have Gmail, you access the Google AdWords website. Enter your email address in the reply what is your email address? and enter the website you want to advertise in the what is your website? section.

After filling in all the information and clicking continue. You will then be redirected to the page below to create a campaign (campaign).

Here you can choose your budget (Budget), target audience, bid (Bids) and create copy for your ad.

Step 2: Set Your Budget – Set a budget

Setting a budget is the most important task on your to-do list. Setting a daily limit will ensure that you don’t overspend on ads.

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To work out your daily budget, you’ll need to determine the number of landing page visitors. From there, the landing page can convert into customers. If you are just starting out, you can choose an average.

According to WordStream, the average conversion rate across industries is around 2.35%. This means that on average only 2.35% of users are highly likely to become your customers.

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You can refer to the average conversion data of your industry. Thereby finding out how much you are willing to spend per visitor.

Once you’ve selected your desired currency and budget, hit the save button and move on to the next step.

Step 3: Select Target Audience

In this step, you can choose the geographic location for your target audience.

This feature ensures your ad is only shown to users (in the geographic location you specify) who perform a search using the keyword you bid on.

By using advanced options, you will have access to “target radius” area.

Depending on the nature of your business, you can adjust this radius. It can be the whole country or within the city.

You can also adjust bids depending on each target within a given radius.

Example: Bid higher for target within 10m radius, lower bid for target within 30m radius,..

Step 4: Select Network

As mentioned at the beginning, google has two main networks: GoogleSearch Network and GoogleDisplay Network.

You will need to base on your business needs as well as your campaign goals to make the right choice.

For beginners and small businesses I recommend GSN. Because it shows your ad to users who are specifically searching for keywords that are related to your business.

GDN advertising is a good choice for branding. Retargeting is possible and usually has a much lower PPC. But its customer reach is also lower if it is not invested a lot of money.

Step 5: Choose Keywords (keywords)

Google will let you choose about 15 to 20 keywords to trigger your ad to appear on the results page.

If you feel 20 is too little? Don’t worry, you can still add more new keywords later.

Along with you entering a keyword, there will be a “Search popularity” bar next to it to show how popular it is. From there you can choose the right keywords.

There is a small tip for you, choose quality keywords instead of quantity. Choosing a few keywords that you feel will yield much better results than choosing 20 related keywords.

Always pay attention to the target audience when choosing keywords!

Step 6: Bid

As mentioned earlier, AdWords uses a bidding model.

It is the amount you are willing to pay for each person who clicks on the ad. The principle here is that whoever has the higher bid, the higher the ad position.

If you and your competitor put together the same keyword, you pay more, your ad will show higher than the competitor’s ad.

Here you have two choices.

The first is to allow Google to automatically set bids to maximize profits.

The second option is manual bidding. This method is often more cost effective than the first option. You can learn more about keywords in Google’s Keyword Planner for more accurate bids.

If you are new, I recommend automatic bidding. You can completely change back manually once you are confident with your bidding ability.

Step 7: Write an ad

Copywriting is the most important part of the AdWords advertising process.

The content for this section needs to be clear and engaging. It should be convincing enough for the user to click on your ad. Here are some tips you can refer to:

Editing Content Concise: Ads can’t display a lot of text, so keep your message short. Title is important: The title is the first thing users see. Make sure your title attracts customers to click on the ad. Clear CTA: You need a clear CTA (Call-to-action: call-to-action), let’s give detailed actions that you want the user to do. It will drive your customers to take action.Ad Structure:Title: AdWords allows you to set 2 headlines for an ad, each containing up to 30 characters. Use them wisely, remember to include the keyword you bid on (at least 1) in the title. Description: The description space allows 80 characters to display. If possible, include offers or discounts (if applicable) in this section. Content should be carefully checked to avoid misspellings or confusing sentences.

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Step 8: Create Google Ads Ads

Once you have completed the 7 steps above, hit the save button and continue to the last step of the process.

Google will ask for payment information and additional information about your business. You’ll be charged if your set budget is used up or after 30 days of running your ad.

7. Notes when running Google AdWords

Run multiple ads at once

As mentioned in the previous sections, to be effective, you should run multiple ads tailored to each goal.

You can create multiple campaigns to run, thereby finding the best type of conversion for your business.

Each campaign will include small ad groups. Each ad group will include similar related keywords that lead to the appropriate landing page.

For example, for an electronics store, one ad group might be specifically for TVs while another is for refrigerators. Despite such differences, these two groups can still be in the same campaign.

Ad groups within the same campaign will share the same budget settings. Locations and targeting settings save even more money and effort.

If you want to target different types of devices (mobile, desktop,..) or locations. You will have to separate them into separate campaigns.

Review campaign

One of the biggest advantages of using google ads is the ability to track ads.

Using these tracking tools, you can determine if the ad you just ran is performing well, and make the appropriate adjustments.

In the case of small businesses, there are 2 common types of conversions:

Google’s Quality Score – Google Quality Score

Google also tracks and evaluates your ads, thereby determining where ads are shown. Factors that affect quality score:

Relevancy of the landing page to the keyword Expected click-through rateRelevance of the ad to the keyword

You can check the quality score in the Qual column. score in the Keyword panel. The scale here is 10. Please be careful to modify the ads and websites accordingly to raise the quality score.

8. Difference between Google Ads and SEO

Businesses use Google Ads and SEO for the same purpose: increasing brand awareness, finding customers and boosting sales.

Both are through search engines to attract users to visit the website.

So what’s the difference between them? Take a look at the table below.

As you can see, although there are more or less similarities, each method has its own potential.

You can completely use both Google Ads and SEO to complement each other. The results both bring will surprise you!

9. Remarketing with Google AdWords.

As mentioned in part 3, running google display ads will help you remarketing (remarketing) to users who have:

Visit your website or landing pageAdd your products to cartView the types of videos, articles you post…

For example, you visit a shop that sells bags. Right after that when you go to another website, the bag ad pops up.

The continuous appearance of product images will motivate customers to buy. If businesses miss this remarketing opportunity, they also lose a potential customer.

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Google Ads has retargeting options, it will help you a lot in the process of driving interested users into customers!


Google AdWords is a huge investment, in terms of both time and money, but it’s definitely worth it if you know how to use it.

Hopefully after this article can help you get closer to Google Ads. Good luck!