Digital Marketing Tools - Google Ads: Starter Pack

26 April 2019

Digital Marketing Tools

When I first saw the Google Ads tool (formerly AdWords), the first thing I thought was "oh wow, it must be a difficult thing to master!". I started to read the information available on the Internet, I called Google consultants asking a lot of questions, I was reading the guides and even took mini trainings on the available tools. It's been a lot of time since then and still, every now and then, I am confused, not knowing how something works or simply not being able to find something. Frankly speaking, I'm far from being a specialist who knows everything about the tool, but I am sure I know where to start and what mistakes to avoid. That's why I'm going to introduce you today to some basic tools that you ought to use in order to build your first Google Ads campaigns, and in the next post, I will tell you about the typical mistakes made by the novices. Enjoy reading!

Google Ads keyword planner

It's that easy! It is enough to enter betwwen one and several potentially matching words or an URL address to get a full list of similar phrases with the information about the competitors, cost per click or number of views per month. In fact, you cannot avoid it in the browser campaigns! All you have to do is choose the matching words, group them and you're done! Remember - it is a completely abstract idea to create a campaign based on random words.


Another free tool that was taken over by Neil Patel some time ago. The Ubersuggest functionality is quite similar to that offered by Google itself, although you will find out that at the stage of preparing keywords, it is worth using as many sources of suggestions as possible in order to maximize the possibilities and in order not lose the opportunity to search for potential customers.

Answer the public

Do you think it's enough? No! See Answer the public and check a long tail of keywords. The access to information on the queries where the keywords you are interested in appear, will allow you to prepare better exact matches and possibly exclude unwanted phrases.

Google Trends

Want to know what users are searching for? You are at a right place! Google Trends will show you exactly how often the phrases you chose are searched for at specific times. You will find out where certain terms are most often searched, whether we are dealing with the seasonality of demand and, above all, whether such a phrase exists.


Remember! Every user search in Google is really a question. Your campaign will be effective only if the content you proposed is an answer to this question. If the content does not involve any answer, you in fact have not only wasted the time of the person who clicked on the link in search thereof but also your money (after all, entries that do not bring us closer to conversion are an empty cost). That is why it is worth using the Buzzsumo tool and check which links are the most popular among users and prepare those that will also bring interesting content.

Google Tag Manager

Yes! This tool is indispensable if you dream about effective remarketing campaigns. Google Tag Manager allows you to track users' activities with one code entered in the page's code. Thus, we collect interesting conversions without making unnecessary clutter in HTML, and what's even better without frequent support from the developers. In fact, Google Tag Manager, it's easier for marketers to work with Google Ads, but this is a topic for another entry.

The number of online tools available to facilitate campaign building may be overwhelming, which is why I am going to focus on these few. I think they should be enough to start with. Remember, however, that Google means constant change. Do not underestimate the necessity for constant optimization and the necessity for searching for new solutions. As I promised at the beginning, the next entry will concern the errors of almost all novices working with Google Ads.

See you next time I hope!