Google ads guideline

Google ads guideline – Manage campaign by yourself

This article contains a full google ads guideline that will help you to manage your Google ad campaign. Google Ads (formerly known as Google AdWords) was created to advertise online. This online ad platform came in October 2000 as Google AdWords but after rebranding in 2018, it was named Google Ads. It was developed by Google(the most visited website worldwide).

When advertisers pay for ads on Google, Google usually shows them either on Google properties(Google search Engine, Android apps, youtube) or on partner platforms(Google gives them Adsense approval through google AdSense, another product of Google).

Some facts related to Google Ads

  • 64.6% of people click on Google Ads when they are looking to buy an item online.
  • 89% of the traffic generated by search ads is not replaced by organic clicks when ads are paused. (Google).
  • Businesses usually make an average of $2 in revenue for every $1 they spend on Google ads. (Google)

Google usually operates on

  1. PPC(Pay per click) model
  2. PPM(Pay per thousand impressions)

 Why are Google ads not performing?

  • Broad keyword terms
  • Irrelevant ads
  • Searcher’s intent
  • Poor quality score
  • Poor landing page( experience after click)

Google Ads Guideline contains an understanding of

How Google Ads auction works:

Proper Google ads guideline starts with an understanding of Google ads auction. When we search for any keyword in Google we can see 3-4 ads at the top of the page. These ads are search ads which are known as Search Engine Marketing. These 3-4 ads are not the only ads that took part in the bid. Many more advertisers took participation in the bid but Google will show only 3-4 ads because of the space limitation. These 3-4 ads are selected considering a few criteria. We will know about this bidding system.

Bidding system:

If we want to understand the bidding system, we must have a thorough idea about the following three terms:

Maximum bid:

 The maximum amount of money an advertiser is willing to pay for a click in the advertisement. It is also known as Cost per click bid.

Quality Score:

Quality score is a rating system that is provided by Google based on overall user experience(ad relevance, landing page transparency, ease of navigation, increasing on-site time).

Ad rank:

By multiplying the maximum bid and quality score, ad rank is given by Google.

Google Ads Auction

Maximum bid  (A)Quality score(B)Ad rank(A x B)CPC
Advertiser 1$21020$1.61
Advertiser 2$4416$3.01
Advertiser4$818Highest cost
Photo: Google ads auction


( Ad rank of the person below you/your quality score)+.01

2. Types of Google Ads:

Understanding the types of Google ads will give you a clear guideline about Google ads. The types are

Display Ads:

Display Ads are visually appealing advertising on the internet through banners or other advertising formats consisting of text, images, video, audio across the Google display network, on youtube, and mobile or in apps.

Shopping Ads:

Shopping ads usually include rich product information, drive online and in-store sales, website clicks, and other conversions

Video Ads:

Video ads are those ads that play before/during/after video content. Video marketing is getting popular day by day. It is going to rule the next decade. 

3. Structure Of Google Ads

Google Ads has three layers. These are Google Ads account, Campaign level, and ad group level.

Google ads account:

is the account you create with your unique email address and password. The maximum number of campaigns can be ten thousand in a Google ads account.


Your google ads account will have several campaigns that you require. You can have as many as twenty thousand ad groups in a campaign.

Ad group:

Usually, similar types of ads are kept in an add group. You have to separate your ad groups by the types of products and services your business offers.


  Photo: Structure of Google Ads

4. Keyword Match types :

If you want to run successful Google ads and have good control over keywords, then you must have a thorough idea about Keyword match types. An understanding of what keyword match types is, why it is used in Google Ads is a must.

Suppose you are running an ad on Google and the keyword is ‘’Digital Marketing training”. Then you may also want that your ad is also triggered by the keyword “Online Marketing training’’. The words ‘’online’’ and “Digital’’ are synonyms. But in some cases, you may also want that your ad does not show any synonym of your keywords. But how do you take control of these keywords to be triggered on your wishes? There comes the necessity of learning keyword match types.

Important Note: Google announced updating its keyword match type(as a part of its series updates) in February 2021. According to this update, they decided to vanish ‘broad match modifier’ keyword types. From the above chart, we can see that the broad match modifier keywords start with a plus sign. For example, If we target the keywords +women+shoes. This input will not fall under the broad match modifier. Google will consider it under phrase match type and it will also include broad match modifier traffic.

5. Negative keywords understanding for Google ads guideline:

When running Google ads, one needs to have a good idea about what a negative keyword is. Suppose you are running an ad on “Digital Marketing training” and you have selected a broad match. The training you provide is paid. As you have selected a broad match it may also run on free digital marketing courses. But you do not want your ad run on free digital marketing courses as it may reduce your quality score. That’s why you need to have knowledge of negative keywords and an understanding of how to use them.

Three benefits of negative keywords:

  1. Improved CTR( Click through rate): When impression remains the same while click increases then CTR will improve.
  1. Improved Conversion rate: When relevant people will click the ad, the conversion rate is bound to increase.
  1. Improved quality score: When overall ad performance will increase, the quality score will also improve.

Practical use of negative keywords:

To do negative keywords practically, 

  •      Go to Google ad campaign
  •      From the left portion choose keywords
  •      Choose negative keywords

  You can set negative keywords both at the campaign level or ad group level. To find out negative keywords for your campaign you can imagine a situation and get a clue. If you want to do some keyword research for your negative keyword, then you can go to the keyword planner from the tools option and search for your negative keyword. You will get every detail of your negative keyword like average monthly searches, competition, etc. After doing keyword research you can eliminate this negative keyword from here. To eliminate

  •     Select the keyword
  •     From the more option, you can select broad match, exact match, or phrase match. You have to select one option meticulously.

To make the proper use of your money spent on Google ads you have to find proper negative keywords and choose the proper keyword match types. If you can do this, you will get the right clicks, your quality score will improve and your ad money will be properly utilized.

6. Campaign goals in Google Ads:

For a good Google ads guideline, one needs to have an understanding of campaign goals in Google ads. When you click on a new campaign, you will find 7 options. They are Sales, Leads, Website traffic, Product and brand consideration, Brand awareness and research, App promotion, creating a campaign without a goal’s guidance. There are 6 goal types and the 7th option lets you create a campaign without google ad’s goal guidance. If you are an expert then you can choose the 7th option. As a beginner, you can choose among the 6 options that best suit your goal.


If you have an eCommerce website and you want sales on that website, or if you have an app and you want sales on that, then you can run a sales campaign. Under the sales campaign, you can create a select campaign type like search campaign, display campaign, shopping campaign, video campaign, or smart campaign.


If you want to get leads or other conversions for your business then you can run a lead campaign. Under the lead campaign, you can select a campaign type like search campaign, display campaign, shopping campaign, video campaign, and smart campaign.

Website traffic:

If you want to bring the right traffic to your website, then you can run this campaign. Under this campaign, you can select a campaign type like search campaign, display campaign, shopping campaign, and video campaign.

Product and brand consideration:

If you want people to know and explore your business products, then you can run this type of campaign. Under this campaign, you can select either display or video campaign.

Brand awareness and reach:

If you want people to know about your brand then you can run this type of campaign. Under this campaign, you can select either display or video campaign.

App promotion:

If you want more installation of your app, then you can run this type of campaign. Under this campaign, you can select an app campaign that drives app installs with an automated campaign showing ads on the Google search network, the display network, Google play, within other apps, or on youtube.

Create a campaign without a goal’s guidance:

If you want to implement your unique idea in your way or you are a Google ad expert.

7. Create search ads step by step:

For a quick guideline on Google, ads learn how to create a search ad practically.

Search campaign:

Step:1(Campaign settings):

Go to Google ads. Click campaign and then click new campaign. Now you will get all the campaign options. Select according to your choice. Now select a search campaign type. Click website visits if you want traffic on your website. Enter the website URL and then click continue. After clicking continue, you will get the general settings page.

Now give your campaign a name. The name should be specific and sound appropriate so that you can easily identify the campaign from its name. From the network settings, you will see in which networks your campaign will be shown. From the targeting and audience setting, you can set the location of your campaign. From the language, option select your language. From the audience option, you can search audiences according to your campaign nature. From the budget option, you can set your daily budget. From the bidding option, you can select your bidding strategy and maximum CPC bid limit. Click save and continue and go to the next level which is the ad group level.

Step 2(Setup add groups):

Suppose we are creating a campaign on health. So the name of the add group can be a sub-topic of health like “weight loss”. Below the name of the add group you can give some related keywords like “weight loss free tips”, “healthy weight loss’’, and “weight loss diet”. Now you can create another add group like “Mental health and behavior”. Now add keywords related to the name of the add group below it like “Anxiety”, “Depression”, “Eating disorders,’’,’’ Schizophrenia’’, Paranoia” and  ‘’Mental pressure”. 

Step 3( Creating ads):

Now the third step is to create ads. Ads are created under ad groups. In the final URL, section put the link of your website page where you want your prospective add viewers to reach. As the ad is created under the ‘’Weight loss” add group, we can put the headlines like ‘’Weight loss training in Mumbai” in heading 1 and “Weight loss diet in Mumbai’’ in heading 2. In the description section, you can write ‘’ Weight loss tips from experts | live demonstration of weight loss exercises’’. In description 2 you can write “Get your personalized plan | talk with our experts”.In the right portion, you will see the preview of the search ad on both mobile and desktop. You can create more ads under the ad group or click save and continue. If you do not violate any privacy policy of Google ads then you will see the confirmation page and there will be written “ Congratulations, your campaign is ready” and all the vital information of your campaign will be there.

8. Ad delivery method in Google ads:

Read the guideline about ad delivery method of Google ads,

Previously there were two ad delivery methods in Google ads. These were,

  1. Standard ad delivery method
  2. Accelerated ad delivery method

In the standard ad delivery method, Google used to analyze how many clicks the ad can get per hour. According to that prediction, Google used to show ads throughout the day with intervals. In the accelerated method Google did not use to take any intervals. It continued to show ads until the budget finishes for the day. Thus it lacked the opportunity to get some potential clicks for the later part of the day as the budget would have finished within a short time of any particular day.

In April 2020, Google ads updated its ad delivery method rules. So according to the new guideline of Google ads, the accelerated ad delivery method is not available now. All the ad campaigns will be automatically migrated to the Standard ad delivery method.


From the above discussion, one can get a very good idea about Google ads, their structure, types, which type of campaign to create, the concept of negative keywords, keyword match types, and ad delivery method. One can also get all the updated information about Google ads by reading this article. So this is a good Google ads guideline for both basic and intermediate level learners. By following the steps mentioned above one can manage Google ad campaigns quite well.

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Priyanka Nag

M.B.A in Marketing from the University of Chittagong. A Google certified Digital Marketer knowledgeable and well-conversant in SEO, Content writing, Social Media Marketing, WordPress website customizing, Youtube channel Management and video editing, blogging.

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