Getting Started With PPC Ads

Step 1: Pick your Platform

Ad Platforms

Google is the biggest player when it comes to online advertising. It owns 71% of the search market share!

Bing and Facebook are two other popular search advertising platforms, and usually work hand-in-hand with Google Ads. In fact, most advertisers choose to start with Google Ads and then copy their winning ads over to Bing and other platforms.

Step 2: Sign up with Google Ads

We recommend signing up for an account with Google Ads through your company Gmail account. Let us know when you’re ready to sign up and we can help you through the process!

Step 3: Create Your Campaign

Google Ads

First, choose your campaign type and where you want your ad to be seen. We recommend starting with a text ad on the Search Network. This network includes all places where your ads can be seen, like the Google search page and partner websites. Text ads are displayed when customers are actively searching for your keywords.

Next, add a campaign goal. This helps the system tailor your campaigns and give recommendations. Some examples include increasing sales and signups, leads, and website traffic.

Then, set up location and language targeting. Consider who you’re trying to reach in your campaign. Perhaps you’re trying to target local customers or tourists planning a vacation in your area. Narrow the audience whenever possible by grouping potential customers.

Finally, set a budget and pick a bid strategy that best fits your goals. Choose a daily budget based on your advertising goals and the amount you’re comfortable spending. You can get an idea of a good daily budget by dividing your total monthly spend by 30.4 days, the average number of days in a month. When planning your budget, use the Google keyword planner to get an idea of estimated cost-per-click for certain keywords and factor them into your budget.

Step 4: Create an Ad Group

Ad groups are a subsection of your campaign that contain one or more ads that target a shared set of keywords. Your keyword terms should follow the same best practice as they do on your site: activity + location. You can also test ads that have your activity and location terms as well as your brand name.

Think like a customer when you create your list of keywords. What will customers type into Google to find your business? Customers searching for a local food tour might use the phrase “Downtown Denver food tours” or “affordable Denver food tour.” Be specific and targeted, and avoid terms that are too general. Use the most relevant terms in order to avoid unnecessary clicks.

Include negative keywords to make sure your ads are only displaying for the right searchers. Let’s say our food tour business visits some well-known restaurants, but doesn’t offer options for gluten-free guests. This company could add “gluten-free” as a negative keyword for their ad so it won’t be visible to searchers looking for gluten-free Denver food tours. Negative keywords are also a useful way to help reduce costs.

Step 5: Create Your Ads


Follow these tips to create a successful text ad.

  • Create a powerful headline that includes relevant keywords
  • Highlight what makes your brand unique from competitors; use numbers and statistics when possible
    • #1 Denver Food Tour!
  • Use a call to action (CTA)
    • Book Online Now!
  • Make sure your ad copy mirrors the landing page experience
    • If your ad is promoting a food tour, make sure that the first page your customers land on is the landing page for the food tour, and not a page for a different activity, like the pub crawl
    • Need some help optimizing your landing pages? Let us know if you’d like us to review them for you!
  • Use ad extensions
    • Give additional actionable information to increase the likelihood your ad gets displayed
      • Phone number, address, and site links are all good options

Step 6: Learn How Your Ads Get Displayed to Customers


Google Search uses Ad Auctions and Ad Rank and Quality Score to determine how your ads get displayed to customers.

Ad Auctions determine which ads will appear for a customer, in which order they will be displayed, and how much the advertiser will pay for them.

Ad Rank and Quality Score determines your position in the Ad Auction and if your ads are eligible to show up at all. Here are some influencing factors:

  • Your bid: the maximum amount you are willing to pay for an ad
  • Quality of your ads and landing page: also known as Quality Score
  • Ad format and extensions: add-on information for your ad that could be helpful, like address or phone number
  • Expected click-through rate: the likelihood your ad will be clicked
  • Ad relevance: do your keywords and search terms match the customer’s search?

Key takeaway: even if you are outbid in the auction, your ad can still be displayed higher in the search results if you have a quality ad and landing page

Step 7: Review and Optimize Your Campaigns

After creating your campaigns, track their success with Google Ads, Analytics and metric reports. Make sure your Google Ads and Analytics accounts are linked, as well as your FareHarbor dashboard and Analytics. These tools report on information like how many times your ad was viewed, clicked, converted to a sale, where your visitors are coming from, what keywords they were searching for, ROI, and much more. Use this helpful information to tailor your ads for greater success.

Ready to Get Started?

If you still aren’t sure where to start and are interested in having a trusted Third Party run PPC for you, let us know! If you’d like to get started on your own, check out the additional resources below or sign up for a live webinar on PPC.

Key Takeaways

Check Bubble Start with a text ad on the Search Network for your first campaign

Check Bubble Use ad groups to target specific keywords

Check Bubble Use Ad Rank and Quality Score to create ads that will display higher in search results

Check Bubble Track the success of your ads with Google Ads, Analytics, and metric reports