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3 Core Principles of Google Ads

Ever wondered what makes Google Ads the ultimate digital marketing solution?

Dive deep with me as we unravel the 3 core principles of Google Ads that separate the novices from the advertisement ninjas. 

Through tales of triumphs and tribulations, discover the secrets that can skyrocket your campaigns.

Ready to achieve success? Let’s embark on this journey together!

My Battle-Tested Journey with Google Ads

From the first ad I ever set live to managing a whopping 109k in monthly ad spend, the journey has been nothing short of exhilarating.

Let me take you through the highs, the lows, and the lessons learned.

The Humble Beginnings

It all started with a single google ads campaign.

I remember the excitement of setting it up, choosing the right keywords, and crafting that perfect ad copy.

But, as with all things new, there were challenges.

My first campaign? Let’s just say it was more of a learning experience than a roaring success.

But hey, every superhero has their origin story, right?

  • Google AdWords: Before it was rebranded to Google Ads, it was known as Google AdWords. This was my playground. The place where I learned the ropes, made mistakes, and slowly but surely started to see results.
    Google AdWords was the initial platform that allowed advertisers to create search ads. It was the foundation upon which the current Google Ads system was built.

Scaling the Heights

With every campaign, my confidence grew.

I started to understand the nuances, the strategies that worked, and those that didn’t.

And as the campaigns became more successful, the ad spend increased.

It wasn’t just about throwing money at ads; it was about ensuring every penny was well spent.

  • Ad Spend: Managing a significant ad spend isn’t just about having a large budget. It’s about understanding where to allocate that budget for maximum ROI.
    Ad spend refers to the amount of money allocated to advertising campaigns. The goal is to optimize this spend to achieve the best results.

The Evolution and Mastery

Over time, I realized that the world of Google Ads was ever-evolving. New features, new strategies, and a shift from Google AdWords to Google Ads. But with every change came new opportunities. Opportunities to reach a wider audience, to optimize campaigns better, and to achieve even greater success.

  • Google Ads’ Mastery: It’s one thing to run a campaign; it’s another to master it. Mastery comes from understanding the platform inside out, from keyword selection to bid strategies, and from ad copywriting to audience targeting.
    Google Ads mastery involves a deep understanding of the platform’s features, continuous learning, and the ability to adapt to changes. [Image of a chessboard, symbolizing strategy and mastery]

Throughout this journey, I’ve had the privilege of working with numerous SaaS companies, each with its unique challenges and goals. And with every collaboration, my playbook expanded. 

My journey with Google Ads has been a blend of challenges, learnings, and successes.

It’s been a ride filled with analytical deep dives, creative brainstorming sessions, and the thrill of seeing a campaign outperform expectations.

A Roadmap to Google Ads Mastery

Navigating the vast ocean of Google Ads can be intimidating. But what if you had a roadmap?

A guide that not only showed you the way but ensured you reached your destination with flying colors?

The Foundation: Setting Clear Business Goals

Every great journey starts with a clear destination in mind.

In the world of Google Ads, this translates to setting clear business goals.

Whether you’re looking to increase brand awareness, drive sales, or generate leads, having a clear goal is paramount.

  • Business Goals: These are the objectives you aim to achieve with your Google Ads campaigns. They provide direction and help measure success.
    Business goals can range from increasing website traffic to generating leads or boosting sales. They serve as the foundation for your ad campaigns.

The Analytics Compass: Navigating with Data

Once you’ve set your goals, you need a compass to guide you.

And in the digital world, google analytics is that compass.

It provides insights into user behavior, campaign performance, and much more, ensuring you’re always on the right track.

  • Google Analytics: A powerful tool that provides insights into website traffic, user behavior, and the effectiveness of your ad campaigns.
    Google Analytics helps advertisers understand where their traffic is coming from, which campaigns are performing best, and where there’s room for improvement.
Screenshot of relevant ads in Google results

Crafting Stellar Ad Campaigns

With clear goals and analytics in place, it’s time to craft those stellar ad campaigns.

But it’s not just about creating an ad; it’s about creating an ad that resonates, engages, and converts.

  • Ad Campaigns: These are structured sets of ads targeting specific keywords, demographics, or user behaviors. They are designed to achieve specific business goals.
    Crafting an effective ad campaign involves understanding your target audience, choosing the right keywords, setting an appropriate budget, and continuously optimizing for better results.

Performance Checkpoints: Measuring and Optimizing

The journey doesn’t end once the campaign is live. Regular checkpoints are essential to ensure you’re on the right path. Monitoring campaign performance and making necessary tweaks ensures you’re always moving towards your goals.

  • Campaign Performance: This refers to how well your ad campaigns are achieving their set objectives. It involves monitoring metrics like click-through rates, conversion rates, and return on ad spend.
    Regularly monitoring campaign performance helps identify what’s working and what’s not, allowing for timely optimizations.

To truly master Google Ads, one must also understand the intricacies of bidding. Curious about how to set the right bid for your campaigns? Dive into these Google Ads Bidding Strategies.

And if you’re wondering how to allocate your budget effectively, these trackers might just be what you need: PPC Budget Allocation Tracker and Google Ads Budget Tracker.

The 3 Core Principles of Google Ads

Imagine building a house. You’d need a strong foundation, right?

Similarly, when it comes to Google Ads, there are 3 foundational pillars that ensure the stability and success of your campaigns.

The 3 principles of Google Ads are relevance, control, and results.

These aren’t just principles; they’re the very essence of what Google Ads was built upon.

1. Relevance: Delivering the Right Message

In the vast digital space, it’s easy to get lost in the noise.

But what if you could cut through that noise and deliver the right message to the right people?

That’s where relevance comes into play.

  • Relevance: Ensuring your ads are pertinent to the searcher’s intent. It’s about making sure your ad resonates with what the user is looking for.
    A relevant ad is like answering a question before it’s asked. It aligns with the user’s search intent, making it more likely for them to engage.

Imagine someone searching for “best hiking boots.” If your ad promotes hiking boots and not just any footwear, you’ve hit the jackpot of relevance.

And the beauty of Google Ads? It allows you to target specific keywords, ensuring your ads are always relevant to the Google search queries.

2. Control: Steering Your Campaign’s Direction

Imagine being on a ship without a captain. Chaotic, right?

In the world of Google Ads, control is your captain.

It gives you the power to steer your campaigns, make adjustments, and ensure you’re always on course.

  • Control: The ability to adjust and fine-tune your ad campaigns based on performance, audience feedback, and changing business goals.
    Control in Google Ads means having the flexibility to change campaign settings, adjust bids, choose where your ads appear, and decide how much to spend.

With Google Ads, you’re not just setting and forgetting. You’re actively involved, making decisions based on real-time data.

✏️To ensure your ads stand out, explore these Google Ads Extensions and Best Practices.

3. Results: Measuring Success and Achieving Goals

What’s the point of running a campaign if you can’t measure its success? Results are the tangible outcomes of your efforts, and they provide insights into how well your campaigns are performing.

  • Results: The measurable outcomes of your ad campaigns, which can include metrics like click-through rates, conversions, and return on investment.
    Results give you a clear picture of whether you’re achieving your business goals, allowing for continuous optimization.

A high quality score indicates that your ads are relevant, your landing pages are optimized, and users find value in what you’re offering.

The three pillars of Google Ads success – Relevance, Control, and Results – are intertwined.

They work in harmony, ensuring your campaigns are not only effective but also resonate with the right people at the right time.

Pro Tips to Supercharge Your Google Ads Campaigns

So, you’ve set sail on the vast ocean of Google Ads.

But, are you ready to supercharge your journey?

To navigate the intricate waters and discover hidden treasures?

Well, brace yourself, for I’m about to unveil some pro tips that’ll turbocharge your campaigns and make waves in the digital ocean!

1. The Art of Bidding: Manual vs. Automated

Bidding is the heartbeat of Google Ads. It determines how prominently your ads are displayed and at what cost. But, should you go manual or let Google’s algorithms take the wheel?

  • Bidding: The amount you’re willing to pay for a click on your ad. It’s a crucial factor in determining your ad’s performance.
    Bidding can be manual, where you set the bids yourself, or automated, where Google adjusts the bids to maximize results.

Dive into the nuances of Manual vs. Automated Bidding to understand which approach aligns best with your goals.

2. Keyword Mastery: The Magic Words

In the world of Google Ads, keywords are your magic spells. They connect your ads with potential customers searching for what you offer.

  • Keywords: These are terms or phrases that trigger your ads to appear in search engine results.
    • Description: Choosing the right keywords ensures your ads reach the right audience, leading them to make a purchase or engage with your new product.

Unlock the secrets of keyword selection with this comprehensive Keyword Research Guide.

3. Grouping for Success: The Power of Ad Groups

Think of ad groups as your treasure chests. Each group contains a set of ads and keywords tailored to a specific theme or objective.

  • Ad Groups: These are subsets within your Google Ads campaigns, each focusing on a specific set of keywords and ads.
    Organizing your campaigns into ad groups allows for more targeted messaging and better performance tracking.

4. Optimization Galore: Continuous Refinement

To stay ahead, continuous optimization is key. From A/B testing to device targeting, every tweak can make a difference.

  • Optimization: The process of refining and adjusting your campaigns to improve performance and achieve better results.
    Whether it’s adjusting bids, refining keywords, or experimenting with ad copy, optimization ensures your campaigns are always in top shape.

5. Stay Ahead with Advanced Features

Google Ads is a treasure trove of advanced features. From Ad Extensions that enhance your ads to Smart Bidding strategies that leverage machine learning, there’s always something new to explore.

  • Advanced Features: These are tools and functionalities within Google Ads that offer more sophisticated campaign management and optimization options.
    Leveraging advanced features can give you a competitive edge, ensuring your campaigns resonate with your audience and achieve desired results.

Crafting Your First Google Ad: A Step-by-Step Guide

You’ve decided to embark on the thrilling journey of crafting your first Google Ad. But, where to start?

Fear not, for I’m here to guide you through the maze, ensuring you emerge victorious with a stellar ad that shines bright in the vast google display universe.

1. Setting the Stage: Understand Your Goal

Before diving into the nitty-gritty, take a moment to reflect.

What’s the purpose of your ad? Are you looking to drive traffic, boost sales, or raise brand awareness?

Your goal will shape every subsequent step.

  • Goal Setting: Define the primary objective of your ad.
    Whether it’s generating leads, promoting a new product, or simply getting clicks to your website, having a clear goal will make it easy to see the path ahead.

2. Budgeting: Know Your Limits

Ah, the age-old question: How much to spend per month? While there’s no one-size-fits-all answer, it’s crucial to set a budget that aligns with your goals and resources.

  • Budgeting: Decide on a daily or monthly spend for your ad campaign.
    Consider factors like your overall marketing budget, the competitiveness of your industry, and the expected return on investment.

3. Crafting the Perfect Landing Page

Your ad is like a movie trailer, and the landing page? That’s the blockbuster film. Ensure it’s a hit by optimizing every element.

  • Landing Page: The destination users arrive at after clicking your ad.
    From compelling content to intuitive design, your landing page should resonate with your audience and drive desired actions. Dive into this Landing Page Checklist for a comprehensive guide.

4. Ad Creation: The Art & Science

Now, the fun part! Crafting your ad is a blend of creativity and strategy. From catchy headlines to compelling visuals, every element should be in harmony.

  • Ad Creation: Designing the visual and textual content of your ad.
    Think of your ad as a story. Start with a captivating opening (headline), build interest (description), and end with a call to action. And remember, always stay true to your brand’s voice.

5. Scheduling & Targeting: Hitting the Bullseye

Timing is everything. Ensure your ad reaches the right people at the right time by fine-tuning your targeting and scheduling.

  • Scheduling & Targeting: Decide when and to whom your ad will be displayed.
    From demographic targeting to ad scheduling for SaaS, leverage Google Ads’ advanced features to maximize reach and relevance. Explore these insights on Ad Scheduling for SaaS to get started.

6. Review & Launch: The Moment of Truth

Before setting your ad free into the digital wild, take a moment to review. Check for any errors, ensure all links work, and that your ad aligns with Google’s guidelines.

  • Review & Launch: A final check before your ad goes live.
    This is your safety net. Catch any potential mistakes now to avoid costly errors later. And hey, everyone makes mistakes. So, to keep you on track, here are the Top 5 Google Ads Mistakes to avoid.

Crafting your first Google Ad is an exhilarating journey of creativity, strategy, and continuous learning.

With this step-by-step guide by your side, you’re well-equipped to create ads that resonate, captivate, and convert.


Harnessing the power of Google Ads is no longer a mystery!

By mastering the 3 core principles, you’re poised to elevate your campaigns to new heights.

Remember, every ad journey starts with a single click.

Now, take action and optimize further with this conversion rate guide.

Michael Schroder

Michael Schroder

Michael Schroder is a Google Ads and SaaS marketing consultant. He has been managing $200k-$300k monthly ad spend and has worked with 200+ SaaS companies. The thing that makes him unique is his data-led approach and his focus on SaaS businesses.