If you’ve paid attention while you’ve been using Google, then you’ve probably noticed that it is possible to buy your way to the top of the results on the world’s most popular search engine. This is done through a system known as Google Ads, which allows different companies to bid on individual search terms for the chance to show their website off to potential visitors. This entire system is managed through a fantastically complex algorithm that runs an instant auction between dozens of websites every single time someone types a query into Google.
If you’re trying to get your business up and running or just want to get what you do in front of more potential customers, then PPC advertising could be the way to go. In this article, we’ll run you through some of the basics.
Set a budget and an objective
Some companies spend millions of pounds on Google Ads every day and make a good return on it but the chances are that you’ll want to start with a slightly more modest investment. Google allows you to set a budget for each individual campaign 
you run, although this budget will only be an average spend so on some days, you may spend more. If you want to set an absolute limit, you can do this at an account level.
Next, think about what you actually want the people who click on your advert to do. Driving traffic to your website is all well and good but it won’t make you money on its own. Instead, people need to do something once they’ve arrived there, whether that’s fill in a form, buy a product or find their way to your physical store. In order to measure whether this is happening, you will need to set up goals in your account. These will measure how often people complete the activity that you want them to and will give you an idea of how well your ad campaign is performing.
We’ve barely scratched the surface of what makes for a successful ad campaign but the first step to success is setting a realistic objective. Once you’ve done this, you’ll be ready to put the finishing touches to a really great ad campaign.