Google Ads help advertisers capitalize on search intent by showing ads to people actively searching for related products or services. Your message appears at the exact moment potential customers are looking for what you offer.

In order to start running your ads you first have to provide the platform some key information for your account. This includes:

• Email address
• Billing and Credit Card Information
• Currency you’ll be using
• Time zone

Next it’s important to understand the hierarchy of settings within Google Ads.

Campaigns are created to set:

• Where ads are going to appear: as a google search result, on partner websites, as display ads on other websites?
• Geographic location of where your ads will be shown in the world
• What languages your ads will be displayed in
• What your budget for running ads will be (what you will spend per day). This is the amount you are willing to pay for each click or each 1,000 impressions. 
• When you will pay google ads (bid strategy)
• What other information people will see along side your ads (ad extensions). This includes phone number, links to specific pages and information on company promotions like sales.
• Who will see your ads (ad targeting). You can specify by location, demographics (age, gender, income) and interest in a specific topic.

Under campaigns, individual ad groups are created to set what queries need to be entered in Google in order to show your ads. This is done by using keywords and negative keywords. We separate our keywords in a campaign into ad groups because we want to tailor our ad copy and landing pages closely to what a user is searching.

Search terms are what a user actually types into google. If a search term matches closely enough to a keyword in your ad group, your ad could be displayed. If a negative keyword has been set up for that search term, your ad will not show even if it matches all other criteria.

These are the most important metrics to understand when setting up your Google Account: 

• Cost per click: what you pay per click
• Conversion rate: % of significant actions your website visitors are taking. Significant actions include any action the user takes on your site that is of any sort of value (Ex. sales, add to cart, 7 pages visited). We use Google Analytics to configure conversions and send data back to Google Ads.
• Total amount of conversions/total number of clicks
• Average order value or Average Lifetime Value: how much money generated on average for a successful checkout
• ROAS (return on ad spend): this is Google Ad’s ROI and calculated by total revenue/total ad spend
• POWAS- total profit/total ad spend
• CPA- cost per acquisition