How to Buy Google Advertising

January 7, 2023

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Picture this: it’s a hot summer day when your air conditioning unit suddenly breaks. What’s the first thing you do? Well, you probably have a look at it and try to figure out what went wrong and how you can fix it. But, once you realize that you know nothing about AC units, you probably pick up your phone and look for an HVAC repair service in your area.

Google has become the main source of answer for people worldwide. No matter how bizarre, embarrassing or inch your question is, a simple Google search will help you find the answer and possible solutions to your problems.

And, that’s great not just for users, but for companies too. Your small business can benefit from Google’s advertising platforms and show relevant ads to the people that are looking for the type of products and services you are selling at that very moment.

It sounds pretty easy, right? Well, it’s not. Google AdWords is a rather complex system that requires a bit of experience to get it right and not burn through your advertising budget trying to get at the top of the search results pages. But, that’s why we’re here. Let us guide you and show you how you can buy Google advertising (and why you should.)

How to Advertise on Google: the Basics

Before showing you how to buy Google ads, let’s try first to understand how this PPC advertising method works (where PPC stands for pay-per-click.)

Let’s imagine that you are a small business in Sydney selling handmade pottery online. You want prospects to see your ads whenever they are looking for a unique gift to make to a dear friend. So, you bid for relevant keywords that you think your target audience might use when looking for your products, such as “handmade pottery gifts” or “personalized ceramic plates.”

Depending on how much you bid for those keywords compared to other similar businesses, Google will decide wherein the search engine results page show your ad. Your keywords aren’t the only thing that Google considers when making this decision. It will also look at the relevance of your ad, the landing page, and so on. So, even if you are the highest bidder, if your quality score is low, then you can’t expect to get a great ad placement.

Now that you have a general idea of how this type of online advertising works, let’s get into the specifics.

So, How Do I Buy Google Ads?

  • Create Your Google Ads Account

You need as little as $5 to create your Google ads account. Once you choose your username and password, you will have to activate your account before you can get started. Make sure to use the company’s name and official email address and not one of the marketers currently working for you. Employees come and go, and having to change your login information every time you get someone new on your team will turn into a nuisance quickly.

  • Set up Your Campaign

Once your account is up and running, you can start creating your first ad campaign. Be very careful when you choose your campaign settings as they can determine the effectiveness of your efforts. Here’s what you will need to provide when you create an ad:

  1. Ad Spend Budget: Determine how much you are willing to pay per day for your campaign. Don’t worry, you can change the amount whenever you want, depending on your goals and the size of your ad campaign.
  2. Location: If you want to maximize the effectiveness of your campaign, then make sure to select your location too. For instance, if your small business is set in Sydney, then there’s no point in targeting people in Melbourne.
  3. Network: Determine where you want your ads to appear. For instance, if your data is showing you that most of your prospects look for your type of products or services from their smartphones, then target their devices instead of focusing on desktop ads.
  4. Relevant Keywords: As mentioned already, select the keywords that your target audience is most likely to use. Leverage the Google Keywords Planner for some inspiration.
  5. Bid: Determine the highest amount you are willing to pay for your ads.
  6. Ad Copy: Write a compelling ad copy that will persuade prospects to click on your ads.

Maximize Your Campaign with Ad Groups

When it comes to Google advertising, most people focus on keywords, bidding wars, and the quality score. While all these are important factors, one element could turn the scale in your favor. We’re talking about ad groups.

In your Adwords account, underneath the campaigns option, you can choose to create ad groups that belong to a certain campaign.

The ad group contains your keywords, landing page, and a copy, all crucial variables that Google pays close attention to when deciding where to place your ad. That’s why it’s paramount that all these elements match your ads and don’t exist in a void.

Let’s say that you are a cleaning company that offers services that range from gutter cleaning to power washing the sidewalk. Someone who wants to have their windows cleaned might not necessarily want a power wash too, so having these ads together might not be very effective.

Buying Google Advertising: the Why

So, we’ve walked you through the basic process of setting up an ad campaign and buying Google ads. Now, comes the question: do you really need to invest in this type of online advertising or can your small business do without it?

The short answer is this: Google owns close to 90% of the search engine market. So, regardless of your business size and niche, your audience is probably there.

But, there’s more to it than just its sheer size. Here are some of the biggest benefits of advertising on Google:

  • You Only Pay When Someone Clicks on Your Ad

One of the main advantages of buying Google advertising is that you only pay when a prospect clicks on your ad. So, if 1,000 people see your ad, but only ten clicks on it, then you will only pay for those ten clicks and nothing more. When you set your campaign budget, you can also determine the cost per click you are willing to pay. That differs from traditional advertising methods where you have to pay only for displaying your ad, without considering if prospects are taking action or not.

  • Buyer Intent

Another great thing that is making Google such an effective advertising platform is that prospects have an intent to buy whenever they are searching for something online.

Think about it: a prospect coming across your bakery and on Facebook might or might not remember your business next time they are in the mood for some cupcakes. But, someone looking for “gluten-free cupcakes Sydney” is actively searching for what you are offering and has a clear intent to buy. You just need to be there and entice them with a compelling ad.


If you are new to Google advertising, all this information may feel a bit intimidating. And, we get it. It is a complex ecosystem that can sometimes challenge even seasoned marketers. And, the fact that the rules change regularly, don’t make things easier either.

That’s why we are here for you. We are passionate about all things online advertising and always up to date with the latest news and changes. If there’s one thing we know how to do right is setting Google ads campaigns that deliver a return on your investment.

Contact Australian Internet Advertising now and let’s start working together on scaling your small business.


Billy P.

About The Author

William Polson founded Australian Internet Advertising in 2013 and has over 12 years of experience immersed in Digital Marketing.

With an in-depth level of digital marketing knowledge, William has been sort after by and worked for, many large national brands including Subaru, Blooms The Chemist, and Nova 96.9.

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