[Google Ads Webinar] A Crash Course to Google Ads and Pay-per-Click (PPC)

The recording of the recently held 60-minute Google AdWords webinar is now available for instant playback. View the recording of this PPC webinar and learn how to improve the return-on-investment (ROI) from your PPC campaigns.

Denver, CO – November 19, 2021 – BSM, a full-service Denver SEO agency, announced today that the recording of the recently hosted 60-minute webinar entitled A Crash Course to Google Ads and PPC is now available for immediate playback.

Optimizing a website and getting it to rank organically at the top in Google can take months. While search engine optimization (SEO) is a long-term strategy, and ultimately the gift that keeps on giving, search engine marketing (SEM) strategies such as Google Ads and PPC, can yield immediate results and help ensure that businesses can capture potential customers at the right time.

In this week’s complimentary Google Ads Crash course, PPC expert Josh Martin showcased why Google Ads and PPC campaigns are suitable for any business, whether small, medium, or big.

Everyone is welcome and encouraged to view the below recording of our most recent PPC webinar. The webinar recording provides the most up-to-date and effective Google Ads and SEM approaches in hand.

Google Ads Webinar Recording


The following topics get covered in the Google AdWords webinar recording:

  • The most empowering strategies to take when using Google Ads in an evolving economic and customer environment
  • How to navigate the changing habits of consumers and potential clients
  • The most effective and up-to-date SEM advertising techniques for business owners
  • The basics of image advertising and how you can target customers with remarketing

After viewing the recording of this webinar, you’ll walk away with:

  • What it takes to create compelling search engine marketing campaigns that really work
  • An understanding of how to measure and track your success
  • The ability to effectively manage your advertising budget in Google Ads
  • A Google Ads and Pay-Per-Click Tips and Tools booklet to guide you after the webinar is over

Chris Raulf, the founder of Boulder SEO Marketing, notes: “Many business owners underestimate the benefits of search engine marketing, and as a result, they are missing out on a big opportunity to grow their online businesses fast in a controlled and profitable manner.” He adds: “However, creating and running PPC campaigns can be overwhelming when you are just starting. If campaigns are not running efficiently, it can have a drastic impact on a company’s bottom line. We’re excited to showcase highly effective concepts and strategies that are based on over a decade of research and testing.”

Understand How to Combine the Power of Organic SEO with PPC Strategies to Take Up More Real Estate On Page Number One in Google

If you can use PPC strategies to place ads prominently and then also use SEO strategies to rank at the top of the organic search engine results, you’ll dominate the page and have a much higher chance of driving traffic to your website.

In addition to driving more traffic to your website, why else is it important to use PPC and SEO? You can control your message and your landing pages. For example, you might want to run a holiday campaign in December that offers people 20% off their purchases. You can customize that ad and create a dedicated landing page that will be there until the end of December and then you can switch it to something else. Also, customers expect to find you in ads.

Some Google Ads and PPC Strategies You Should Know About

Let’s take a closer look at some of the most common and also relevant Google Ads and PPC strategies that you should know about.

Google Shopping

For those of you with eCommerce sites, Google Shopping is different in that you don’t get to pick your keywords—Google picks your keywords for you based on the product feed from your website. The product feed, which contains all the information about your product, is usually created automatically using Shopify or Magento, which your developer can help you with. Google’s algorithm reads the product feed and decides what search terms you appear for.

With a Google Shopping campaign, it’s really important to look at the search term report to see how people are searching for your products. One thing you can do to be proactive is for those keywords that aren’t relevant, you can add them as a negative keyword so that you won’t show up for it again.

Google Display

When you browse websites, you’ll notice all different kinds of ads. Millions of those websites belong to Google’s Display network. These websites have told Google that they can display ads on their websites.

Native Ads

Native ads are a newer type of ad format geared towards sports and news websites. These ads are found under all the general articles and usually have very enticing headlines in order to get people to click on them. Native ads can require a high budget and be hit or miss. Their goal is to appear across as many websites as possible to create awareness.


Hands down, targeting is probably the single most significant improvement in Google Ads over the past five years. Targeting allows the advertiser to place an ad in front of a potential customer who we know is in the market for our products or services. Briefly, it’s essential to know that Google Ads provides various methods to target your advertisements.

1. The first option is called Audience Targeting. You can target audiences by Demographics, Affinity, In-market, Custom Intent, Similar Audiences, and Remarketing. We’ll discuss Remarketing in a bit more detail below.

2. The second option is called Content Targeting. Content Targeting enables advertisers to target audiences by Topics, Placement, Content Keywords, and Display Expansion for Search.

For additional information about this topic, make sure to read Google’s help page entitled Targeting your ads or feel free to reach out for a complimentary Google Ads and PPC consultation.


Remarketing is a way of keeping in front of the people who visit your website but don’t make a purchase or take any action. You can place targeted ads for these people as they browse on the internet. Google AdWords provides a ton of information about potential customers’ behavior that you can use to then place targeted ads. People spend 21% of their time searching, and the other 79% is spent outside of searching, such as on websites, mobile, etc. So with targeted content, you have the opportunity to reach people during that 79% of the time.

You can also create unique experiences based on people’s behavior online. For example, one person may be motivated to go to a website to check out a product. Another person may care more about who the company is and instead will click on more videos by the company, eventually ending up on the website. These are two distinct routes individuals can take to your website, so you want to develop different strategies based on user behavior.

YouTube and Pre-Roll Advertising

YouTube is a great channel for awareness. Many of Google’s advertising platforms and strategies are connected and play nicely with each other. That said, it is possible to use all targeting from remarketing in pre-roll. Google’s video hosting platform YouTube allows advertisers to serve hyper-relevant advertisements to a captive audience before the actual desired video is played.

Creating specific ads and pathways for users to interact with your content through videos is a very effective way to reach customers, and it’s growing in popularity. YouTube is now the second-largest search engine in the world, so it should definitely be considered as a way to reach customers. Make sure to watch the recording of the webinar to learn more about YouTube advertising techniques. For additional information, you may also want to read HubSpot’s YouTube Ads for Beginners: How to Launch & Optimize a YouTube Video Advertising Campaign.

Ad Extensions

Ad extensions are another advertising strategy that you should know about. Think of extensions as Google paid search 2.0. Extensions take up an additional 1/3rd to 1/4th of the top of Google real estate. Extensions literally add extra information to your ad—giving people more reasons to click your ad instead of your competitors’ ads. By taking advantage of these extensions, your ad may show things such as call buttons, location data, links to your website’s particular components, extra text, and more.

If you are not using extensions yet, you will be left behind and pushed to the bottom of the search results. For additional tips and best practices, make sure to read the Google Extensions help page.

Bidding for PPC Campaigns

Bidding for PPC campaigns is both tricky and hard, so we’ll just touch on it here because it really needs a lot of space. The two pieces of data that you really want to focus on are cost-per-click and conversion rates. Every action we take influences those two data points, and those determine what the cost per lead or cost per sale is going to be.

On Google, you can bid based on many factors such as age, time of day, gender, day of the week, and more. We recommend that you test and retest by looking at the data and tweaking your bids.

This is just the beginning of what a powerful PPC strategy can do to drive more customers to a website. While SEO is focused on driving organic search traffic to a website, PPC is about getting paid search traffic to a site. Both ways require focus and resources to drive the process.

For additional information about upcoming in-person and online events, please visit the SEO courses page.

About Boulder SEO Marketing

Since 2009, BSM has grown into a leader among SEO agencies in Denver and across the United States. With offices in Denver, Boulder, Los Angeles, we now assist local, national, and international customers with all of their search engine optimization, web design, and content marketing needs. We take pride in working with ambitious businesses that are looking to boost sales from their online marketing efforts.