In my last post, I focused on keywords. But there’s more to a good ad than just the right search terms. In this post, I’ll go over how Google decides where your ads show up, what makes them cost-effective, and how to structure them for success.


Budgets and Bids: How Google Ads Works
When you run a Google Ad, you don’t just pay a flat fee—you bid on keywords. That means you set a maximum amount you’re willing to pay when someone clicks on your ad (this is called pay-per-click or PPC).
You also set a daily or campaign budget, which tells Google how much you’re willing to spend in total. But paying more doesn’t always guarantee better placement. That’s where Ad Rank and ad quality come in.

What Is Ad Rank?
Ad Rank is how Google decides which ads show up, and in what order. It’s based on:

• Your bid (how much you’re willing to pay)
• Your ad quality score
• Your expected click-through rate (CTR)
• Your landing page experience

Even if your bid is lower than someone else’s, a well-written, high-quality ad can still beat them out.

What Makes a Good Ad?
Here’s what we’re learning in class about effective ad writing:

• Hook your audience. The best ads grab attention in the first few words.
• Be honest. Deceptive ads might get clicks, but they won’t lead to conversions—and they’ll hurt your reputation and score.
• Be clear and concise. You only get so much space, so keep it direct.
• Include a call to action. Tell users what you want them to do—“Buy now,” “Get a free quote,” or “Learn more.”
• Use language your audience uses. Think like your customer, not your brand.

Some ads also use trendy phrases or seasonal language, depending on what’s relevant.


Understanding Ad Groups
Ad groups are a way to organize your ads and keywords by theme. For example, if you’re advertising different types of pottery, you might create separate ad groups for:

• Dinosaur-themed mugs
• Planters
• Handmade bowls

Each ad group has its own keywords and ads tailored to that product or service. This helps Google show the most relevant ad to the searcher—and helps you track what’s working.


How Do You Know If an Ad Is Working?
Google Ads gives you performance data so you can see what’s actually working. A few key metrics:

• Impressions: How many people saw your ad
• Clicks: How many people clicked on your ad
• Click-through rate (CTR): What percentage of viewers clicked
• Conversions: How many people did what you wanted—like buying or signing up

If your ad is getting tons of impressions but no clicks, it might mean your messaging is unclear or not relevant. And if your CTR is low, Google might raise your costs over time because it thinks your ad isn’t useful to searchers.


Final Thoughts
Google Ads is more than just bidding on keywords—it’s about creating valuable, relevant, and well-structured ads that connect with your target audience. By paying attention to ad groups, quality, and performance, you can make sure your money goes toward real results—not just empty clicks.
Stay tuned—I'm learning more each week, and I’ll keep sharing tips as I go!

In my Web Business Creation class, we’ve been exploring Google Ads, which is a powerful tool that lets businesses promote their websites through sponsored listings on Google and other platforms.
You’ve probably seen Google Ads before. When you search for something like “ceramic mugs for sale,” the first few results often have the word “Sponsored” above them. That means those companies are paying to appear there using Google Ads.
But, just paying for an ad isn’t enough. If you want your ad to work, you need to use the right keywords.

What Is Google Ads?
Google Ads is a platform where businesses can bid on search terms to get their website listed at the top of relevant search results. You create an ad, choose your target keywords, set a budget, and then let Google do the rest.
The better your ad—and the more relevant it is—the more likely it is to appear in front of the right people.


Why Keywords Matter
Keywords are the bridge between what people are searching for and the ad you’re running. If your keywords are off, even the best-designed ad won’t work.
Here’s what I’m learning about keyword strategy:

•  Choose keywords your audience would actually search. 
  Think like your customers, not like an insider. Avoid technical jargon or brand-specific terms that only industry people would know.
• Not too specific.
  If your keywords are too narrow or obscure, very few people will see your ad.
• Not too broad.
  Broad keywords might attract tons of clicks—but not the right ones. That means you could end up paying for traffic that doesn’t convert into sales.
• Find the sweet spot.
  You want keywords that are common enough to be searched often, but targeted enough to attract the right audience.

What Happens If You Pick the Wrong Keywords?
If people don’t click on your ad, Google sees that as a sign your ad isn’t useful. This lowers your Ad Rank, which means:

• Your ads appear less often
• Your cost-per-click may go up
• You get less out of your budget

So while more keywords might seem like a good idea at first, eventually you want to focus on the ones that actually perform well.


A Few Terms I’m Learning
Here are some basics that help me understand how keyword performance is measured:

• Impressions – How many times your ad shows up
• Clicks – How many people click on your ad
• Click-Through Rate (CTR) – The % of people who saw your ad and clicked
• Conversions – When someone does what you wanted them to do (like buy something or sign up)

Final Thoughts
Google Ads isn’t just about paying to show up—it’s about showing up for the right people. And keywords are the key.
As I keep working on my own campaigns, I’m learning that finding the right words isn’t just a technical step—it’s a way to connect with your audience more effectively. Whether you're selling a product, offering a service, or promoting a project, smart keyword choices make all the difference.

As an artist, it’s easy to wonder: Do I need to register as a business, or can I just keep doing my thing? That’s something I’ve been exploring in my Web Business Creation class. Here’s what I’ve learned so far.


Choosing a Legal Structure
First off, you'll want to decide on a legal structure. Are you planning to be a sole proprietor or form an LLC? And what do those even mean?

If you live in Idaho (like I do), you can visit this website to learn about different legal structures:
business.idaho.gov/legal-structure


I found out that sole proprietors in Idaho only need to register their business name if it’s different from their legal first and last name. Since I use the name Ceramisaurus Pottery and not my own name, I had to file an Assumed Business Name with the Idaho Secretary of State.
What Happens After That?Once your business name is registered, you might wonder, What’s next?
That’s where the Idaho Business Wizard comes in:
business.idaho.gov


This tool helps you figure out your next steps based on your business type and location. It compiles a list of licenses and registrations you might need.
If it gets confusing or if the form won’t let you continue (like it did for me!), don’t worry! I used AI to help me understand what I needed to do next.


How to Use AI for Business HelpWhen asking AI for help, make sure to include details like:

• What your business is
• What product or service you offer
• Whether you make the product yourself
• Where your business is located
• ​Who your customers will be (just your state, U.S., or worldwide)

Here’s an example prompt I used:
“I want to start an online ceramic business. I will make all the products myself. My business is located in the state of Idaho, and I will be selling to customers throughout the U.S. What legal things do I need to worry about?”
When you include your state, AI can often provide links to government pages specific to your location.


A Quick Word About Taxes
Now, let’s talk about the thing nobody wants to deal with: taxes.
If you're selling online, how do you know when you need to collect sales tax?
Most states require you to collect sales tax only if you have nexus—which means a significant presence in that state. That could be because:

• You live or operate in the state, or
• ​You reach a certain threshold, such as $100,000+ in sales or 200+ transactions per year in that state

​
Tracking sales in each state might sound overwhelming, but there are tools to help with that. Here are a few AI recommended services:

• TaxJar
• Avalara
• Shopify Tax
• Stripe Tax

These services can help automate the process and keep you compliant.


I hope this info helps more than it overwhelms you! If you're like me, it can feel like a lot. But learning this stuff step by step makes it manageable.
Good luck getting started with your business—and keep creating!