People see your ad at the same time they’re looking for your product on Google Search. 90% of people use Google Search. You can precisely target who sees your ad, the ad they see and how much you pay when people click on your ad to see your website. You only pay when someone clicks on your ad.

Ad agencies waste money, because they run expensive ads to the wrong people. They don’t know your business like you do and their fees add up. The more you pay Google, the more money they make. You run the right ads to the right people at the right price, after you learn how to set up cost-effective ads. My Google Search Ads Guide and 1-on-1 Zoom sessions get you up and running fast.

In Campaign Settings, set Bidding=Manual CPC. You never pay Google more than the MAX Cost Per Click that you select for each Ad Group. Any other Bidding Setting allows Google to charge you more than your selected MAX Cost Per Click bid, so you can’t control Google costs.

Keywords are a combination of words that people put into Google Search. You compete with other advertisers for Google to run your ad by bidding a Cost Per Click for Keywords that you select. Since you know precise words your desired customers put into Google Search, you don’t pay Google for non-buyers.

An Ad Group contains Keywords, Ads and a MAX Cost Per Click Bid. You run ads by creating Ad Groups. Google always runs an ad from the same Ad Group that contains those Keywords. When you put only single keywords into each Ad Group, you can always show people the same words they just put into Google Search and why your product is better than competitors for those precise words.

Google runs your ad in one of the seven ad positions, when your Cost Per Click bid is high enough to beat competitors and you haven’t depleted your DAILY BUDGET.

Google always runs an ad from the same Ad Group that contains the Keywords that triggered the ad to run.

When Ad Groups contain only one set of Keywords, you can set the MAX Cost Per Click for single Keywords so you make the most money. Precise Google data shows the actual results from competitive bids for individual search words. Every ad you run shows people the same words they just put into Google Search and why your product is better than competitors for those specific search words.

Broad Match Keywords allow Google to run ads on search words that you didn’t select, words that are only loosely related to your carefully chosen Keywords. Most of the time, the ad won’t show people the words they just put into Google Search and the specific sales pitch that you wrote won’t match the search words precisely.

PIN Headline 1, Headline 2 and Description 1 so people always see their own search words in Headline 1 or 2 and why your product is better that competitors for those specific search words in Description 1. Keep your ad focused and easy to read on small cell phone screens.

Your ads don’t run all your scheduled hours, when you run out of DAILY BUDGET Either increase your DAILY BDGET or decrease the MAX Cost Per Click bids for some Ad Groups.

Impr.(TOP)% is the percentage of times that your ads ran in the Top 1-3 ad positions. At 80% — your ads run almost every search, usually with a moderate Cost Per Click. When Impr.(TOP)% is Above 80% — Cost Per Click increases dramatically as ads move higher on the page. Below 80% — Cost Per Click decreases as the ads move lower on the page, but ads run less often. Experiment and pay what clicks are worth to you. Balance Ad Group costs, so you run ads that make you the most money for your monthly Google costs.

Keep up with rapid changes in competitors bids, the economy and your own business conditions. Consider inventory, labor, seasons, cash flow, product promotions. Adjust the MAX Cost Per Click bids for all your search Keywords on the Ad Groups page. Precise Google data shows the actual results for all your Ad Group bids in the last 30 days. In minutes every month, you make serious money.