Beginning your online advertising journey can be daunting, especially with the complexities of auctions, keyword bidding, budget setting, and understanding campaigns and extensions. Feeling overwhelmed is understandable, and as someone still navigating Google Ads (previously Google AdWords), I believe accessible and free tutorials are essential for everyone.

While you may not need all the tutorials listed, selecting one or two based on your learning preference (reading, videos, or interactive methods) can be highly beneficial.

1. Google Partners

The most reliable tutorials come directly from Google, the creator of Google Ads. For understanding the fundamentals, the Google Partners exam study guide for the Fundamentals exam is highly recommended. Although challenging to find, it offers a wealth of knowledge through its online guide, complete with videos and a downloadable PDF version.

Furthermore, the Google Partners YouTube channel provides excellent introductory resources on Google Ads basics. Their most recent video for Google Ads fundamentals from February 16, 2016, offers current and trustworthy information, especially for those pursuing certification.

When prepared to launch your ads, Google offers a step by step process to guide you through each step, from logging in to launching your campaign. Ensure you have your keywords and campaign structure defined beforehand, including ad groups, to make the most of this resource. If unfamiliar with these terms, further learning is recommended.

2. How to Use Google Ads: Guide + Infographic [NEW!]

To keep our audience informed, we’ve released updated beginner-friendly tutorials (and for experts revisiting fundamentals), including a popular guide and infographic. These resources offer a structured approach, guiding you through setting goals, defining your target audience, and utilizing remarketing and optimization techniques. Each step in the account setup process is clearly outlined, ensuring a comprehensive understanding.

3. Getting Started with Google Advertising Video Series [NEW!]

If reading isn’t your preferred learning style, our infographic series is now available in video format! These concise one-minute videos cover “How Does Google Advertising Work?”, “How Much Does Google Ads Cost?”, and “Google Advertising Performance Benchmarks by Industry.” They provide clear explanations of the Google Ads auction, budget allocation, and industry competition, making it easier to understand and communicate costs and potential results to stakeholders.

4. Google Ads 101

Udemy offers a plethora of Google Ads courses, but many come at a cost. A standout free option is Jeffery Lane’s “AdWords 101: The Beginner’s Guide to AdWords”, lauded for its clear instructions and calming delivery.

While the 1.5-hour duration might seem intimidating, the engaging content and the option to pause and resume make it manageable.

5. How to Create a Profitable Google Ads Campaign (from Scratch)

Phil Frost’s insightful blog post on Kissmetrics not only guides you through setting up a step-by-step setup of campaigns on Google Ads but also shares valuable pre-launch research tips. Emphasizing keyword research and planning fosters a more structured and less overwhelming experience. His free downloadable PDF Google Ads checklist (beware of upselling attempts) serves as a handy reference, assuming you have a basic understanding of concepts like conversion pixels and ad scheduling. Both the blog post and PDF are detailed and, if followed diligently, can contribute significantly to your Google Ads success.

6. How to Use Google Ads: A Simple Setup Tutorial

On the Hubspot blog, Amanda Sibley’s post assists beginners in building a relevant keyword list, creating campaigns and ad groups, and setting bids. This post excels in explaining definitions clearly without getting lost in technical jargon, making it easy to grasp the fundamentals of Google Ads and its focus on reaching the right audience with optimized ads.

Hubspot also offers a free downloadable guide (with some upselling), providing a comprehensive overview for beginners. While it dates back to 2012, the fundamental setup remains relevant, though some screenshots might appear different.

7. Learn Google Ads in Less Than an Hour

nexus-security’s data expert, Mark Irvine, understands that starting with Google Ads can be the biggest hurdle in PPC. His creation, his Skillshare class on how to learn Google Ads in less than an hour, addresses this challenge head-on. As our resident data analyst and lead for internal Google Ads training programs, Mark condensed his expertise into 11 concise videos. These videos cover everything from account structure and ad copywriting to keyword research and performance tracking, enabling you to launch your first Google Ads campaign confidently.

8. Building a Brilliant Paid Search Account Structure

The final recommendation comes from Margot da Cunha’s blog post for nexus-security. This concise guide outlines six steps for building a Google Ads account, covering keyword research to ad and ad group adjustments. It emphasizes the often-overlooked importance of campaign-level structuring, which is crucial for success. Moreover, the post highlights the need for continuous optimization to manage spending and achieve desired outcomes. As part of PPC University, this post, along with other PPC 101 courses, serves as an excellent starting point for your Google Ads journey.

Go Forth and Conquer Google Ads

Since starting this post, my Google Ads knowledge has increased significantly thanks to these valuable resources. I encourage you to utilize these guides and embark on your successful Google Ads journey!