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The Ultimate 2018 Google AdWords Guide

Do you know enough about Google AdWords to really take advantage of all it has to offer? If not, don’t worry. This ultimate Google AdWords Guide is here to help

Thinking of trying out AdWords?

Take a look at some of these statistics:

2018 adwords tips

The numbers support a positive return on your investment. Unfortunately, there’s a learning curve to online advertising.

You can always skip the Google AdWords guide and hire an adwords agency to do the tough part for you.


If you’re smart and driven, you can step-up and run your own campaign. To succeed, you’ll need to arm yourself with information.

Don’t worry, we’ve got you covered.

By the time you finish this article, you’ll have all the facts you need to understand the scope of AdWords. Then you can evaluate how AdWords will best serve you.

Read on.

What is AdWords?

Google AdWords is a paid service which displays your ads online. The concept is simple. You create an ad, choose a target audience, and pick how many ads you want Google to run.

Google counts the number of ads that it’s run by calculating the number of times viewers have clicked on the ad.

By clicking on the ad, viewers are redirected to your site (or landing page, or affiliate page, etc.)

The ads are displayed on Google’s search-engine results-pages (SERPs), YouTube videos, and over two million websites and apps.

Google chooses the content most relevant to your audience and posts your ad there.

Search Ads

74% of all search engine traffic this last year belongs to Google. Three out of every four searches–that’s massive! Which is why we’re focusing our Google AdWords guide on this type of ad first.

When you create an AdWords campaign that focuses on “search ads,” this is where your ads show up. They land on the same page as the ranked search results.

When a person punches a query into Google’s search engine, Google returns a list of ranked search results.

For instance, punch in pet food store Dallas TX. Google will return something like 13 different natural search results and 3 ad results.

The ad results look almost exactly like the rest of the results on the page. The only visible difference is the word “Ad” which Google includes under your ad’s title.

When a viewer clicks on your ad’s title, they are redirected to your website (or any other URL you choose).

On some devices (like tablets and smartphones), viewers may find an option to call your business instead. In that case, they click on your number, and their device calls you.

Ads show up on the search results in 3 locations: the top of the page, the bottom of the page, the right side of the page. On mobile devices, the ads will only show up on the top of the page.

With search ads, you target specific keywords rather than a particular audience. When a viewer punches those keywords into their search parameters, Google includes your ad on the SERP.

The Process

  • Create your search ad
  • Choose your keywords
  • Set your budget
  • Let Google run your ad

Display Ads

If you want your ads to show up on websites and apps, this is the choice for you. If you choose this option, you may pick from four different display options:


This is the same format used for “search ads.” The ad will look like a search result. It’ll include a headline, a couple of lines of text, and a URL.


These ads incorporate rich media or images. They’re more closely akin to what you might find on a billboard near the freeway. They offer a huge variety of layouts, animations, and interactive elements.


These ads are custom. They land on people’s Gmail page. People can expand, save, or forward your ad in their inbox.


You can create an ad campaign targeting particular app categories. You can then get metrics on the performance of these ads.

The Process

  • Pick your format
  • Create your add
  • Pick your target demographic
  • Set your budget
  • Let Google run your ad
  • Review your ad metrics

Video Ads

These ads run on YouTube.

First, you create a video ad. Second, you create a YouTube account. Third, you upload your video ad. Fourth, you tell AdWords to start your campaign.

It’s that simple.

When visitors punch their searches into YouTube, your video will pop up next to related videos in their search results.

You can choose your audience based on gender, interests, location, age, etc.

Like “search ads” and “display ads,” you decide how much you want to spend. After AdWords reaches that click-through limit each month, it stops showing your ads.

YouTube has its own set of analytics tools to measure your metrics. Use the data you get from the metrics to refine your audience. You’ll pay less and sell more.

The Process

  • Create a video
  • Create a YouTube account
  • Pick your target demographic
  • Upload your video
  • Set your budget
  • Let Google run your campaign
  • Review your ad metrics

Universal App Campaigns

If you’re trying to get your new app recognized, this is the ad for you. It works for both iOS and Android apps.

First, you need to finish your app and get it on the App Store or Play Store.

After that, you customize your ad using information pulled from one of the above stores. You can include things like video, images, and text.

Then you punch in your audience parameters.

Finally, you tell AdWords your budget, and let them fly.

Google will display your ad on Google Play, Google Search, Gmail, YouTube, and more.

The Process

  • Make an app
  • Upload it to App Store or Play Store
  • Customize your ad
  • Choose your target demographic
  • Set your budget
  • Let Google run your campaign
  • Review your metrics

New AdWords (Beta)

This one’s new to the 2018 version of our Google AdWords guide.

Google is offering businesses a more refined approach to target their audience.

In this new version of their AdWords service, Google offers a variety of options when viewers click on your ad.

  • Visit your website
  • Show interest in your website
  • Phone your business
  • Go to your business
  • Buy your website
  • Install your mobile app
  • Connect with your mobile app
  • And more

They recognize that clicking on your website isn’t the end-all, be-all call-to-action that some businesses are looking for.

They also offer some compelling at-a-glance metrics. They’re user-friendly, yet powerful enough for master-level marketers.

This is the direction Google’s traveling, so jump on the bandwagon now. You’ll have a head-start on your competition.

After You Read Your Google AdWords Guide

Have you finished our Google AdWords guide already? Well, that was quick.

By now you should have a firm grasp on the scope of AdWords.

How does it fit into your marketing plan?

Before you make any final decision, read through our articles on ClickFunnels and other ways to expand your Ecommerce business. They’ll offer you new insights to strengthen your plan.

Get started now so that you can finish today.

And enjoy a brighter tomorrow.

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