Learn How To Use Google Ads 

Everything you need to be come a Google Ads expert and generate cost-effective leads for your business. 

Teach Yourself Google Ads

In the right hands, Google Ads is a fantastic way to drive targeted traffic to your website and start filling your sales funnel. But if you get it wrong, Google Ads can end up costing you a fortune for little or no reward. Give yourself the best chance of running a profitable Google Ads PPC campaign by understanding how Google Ads works and learning the strategies that will maximise the return on your advertising investment. Below you'll find some of my best Google Ads content and guides, as well as a selection of PPC case studies.

Free Google Ads Training

Learn how to set up your first Google Ads campaign properly so as it actually gets you results. This step-by-step online course uses video demonstrations and downloadable worksheets to guide you through each step.

David Miles - The PPC Machine - Google Ads Expert

Google Ads PPC Advertising for Financial Services Professionals

Hi. I'm David Miles, the founder of The PPC Machine and the chief content creator for this website. I've been helping people use Google Ads (or Google AdWords as it used to be called) to grow their businesses for the past 15 years.

Google Ads is the name given to Google's paid search marketing or pay per click (PPC) advertising system. Google Ads allows you to display a relevant text ad with a link to your website when someone searches for a term that's relevant to your business. You don't pay simply for your ad to appear; you only pay when someone clicks on your ad and gets taken to your website.

These PPC ads appear at the top and bottom of most search engine results pages on Google, above and below the organic results.

Although many searchers say they prefer to click on the organic listings, a sufficient number of them do click on the paid listings (typically around a quarter or a third of all clicks). This makes paid ads highly profitable for companies such as Google and means that a well-designed paid search campaign can drive significant amounts of business for you as an advertiser.

Google Ads also appear on the Google Display Network (GDN). The GDN is a collection of third-party websites owned by online publishers, newspapers, and bloggers who have agreed to display Google AdSense ads. Unlike ads on search results, which are text only, ads on the Display Network can be either text ads or image ads (banners or videos). Ads can be displayed based on what the publisher’s website is about (contextual advertising) or on the demographics and interests of the person reading the site.

There are a number of benefits to using Google Ads as way of promoting your website, including:

  • You can reach your target audience right at the time when they are looking for your products, i.e. when they have a high purchase intent
  • With the correct use of match types, you can ensure that your ads are only shown to people who are performing highly relevant searches
  • Traffic volumes, ranking, returns and costs tend to be more stable and more predictable than they are with search engine optimisation (SEO)
  • Because of its better targeting, PPC traffic tends to have higher conversion rates than SEO.
  • You can usually expect to appear on page one of Google within a few hours of launching your Google Ads campaign

Unfortunately, it's also very easy to get your fingers burnt with Google Ads if you don't know what you're doing. With the help of the content on this website and my PPC case studies, I hope you'll be able to learn how to set up your own Google Ads campaigns to generate more leads from your website, but without breaking the bank.

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