Google Ads: Everything you need to know about the advertising platform
formerly known as Google AdWordsGoogle Ads is considered the largest advertising platform in the world. In this article, you'll understand why this feature has become essential for increasing a business's visibility online.
If you've come this far, it's because you're looking for a way to attract customers to your business. Since the emergence of sponsored links in the early 2000s, Google Adwords (Google Ads) has become the main advertising platform by offering a quick and cheap way to bring in customers who are at the right time to receive a quote from your business or even make a sale if you are an online store.
This article explains in detail how Google Ads can help you.
How does Google Ads work?
Google AdWords, now called Google Ads within the Silicon Valley giant's new positioning strategy, was launched on October 23, 2000. Since then, there have been several changes to its operation, all with the aim of making it easier to use and providing good results for users.
Basically, Google Ads can be used to promote products and services on the world's most popular search engine. Therefore, it allows advertisers to manage campaigns and ads to increase their business's visibility and, consequently, reach a greater number of potential customers. In other words, it's a great ally when it comes to effective marketing strategies. digital marketing industry.
More than two decades after its launch, the platform has established itself among users worldwide. After all, simply search on Google for any topic and its famous ads appear on the first page. Yes, Google ads appear even before organic results. They're also known by the term "sponsored link."
To know: With Google Ads, you can manage ads on platforms beyond Google. The system allows you to advertise on millions of partner websites, apps, and even YouTube.
Why did Google Ads stand out in the digital world?
Launched over two decades ago, the platform introduced a revolutionary vision at a time when all digital media was monetized by CPM (Cost per Thousand Impressions), guiding ad performance by CPC (Cost per Click). This marked the emergence of digital performance media, which would become the mainstay of the market in the following years.
To this day, even considering the visions of programmatic media and the emergence of major competitors, it is performance media that, on average, delivers the best results for small and large advertisers.
How to create a Google Ads account?
Creating a Google Ads account is relatively simple, but we recommend doing so on a computer. This way, all features will be available to the user. This is a basic step that doesn't require setting up a campaign. Therefore, any ad-related information can be provided later, allowing you to skip steps.
To create an account, go to Google Ads and log in with a Google account—you can use your existing one. When you open the homepage, click "Switch to expert mode" and then enter relevant information about your product or service to set up the campaign. You can, for example, choose which networks you want to advertise on and define the campaign goal.
How to advertise on Google Ads?
Google Ads works through a network of partners, which are called Google Partner. This way, whenever a company wants to advertise on Google Ads, it is possible to create an account or seek qualified advice through a Google Partner Premier.
It's worth noting that Google Ads works with a prepaid account. This means users can safely determine the maximum amount they're willing to pay for clicks on their ad. This is valid for one month, and the amount spent is deducted directly from the credit paid into the account. This payment can be made via bank slip or credit card.
Oh! It's important to note that the amount is only deducted from the credit when the user actually clicks on the ad.
When structuring a Google Ads campaign, users should enter keywords related to the advertised product or service. This way, when potential customers search for these terms, the ad will be displayed. This increases conversion rates, as it targets an audience interested in the segment.
However, we know that there are several companies selling the same type of product or service, right? In this case, advertisers compete to rank high. It's like an auction, and the campaign's ranking determines the ad's position in search results.
This rating is determined based on the maximum value set by the advertiser for each click, in addition to the campaign's quality score. The latter refers to the score Google itself gives to the published campaign based on Ad Rank.
What is Ad Rank?
This is a methodology developed by Google to evaluate ad quality. It consists of the Quality Score (QS) and the bid (maximum CPC). In other words, even if an ad's bids are lower than others, its ranking may be higher if its content is higher quality.
Google QI considers several factors to determine an ad's position for a chosen keyword. These include CTR, relevance, and landing page. Google's score ranges from 1 to 10 and can determine whether an ad ranks first.
Considering these aspects, it's easy to understand that simply paying for advertising isn't enough. It's essential that the campaign be thoroughly thought out to achieve the best results.
Step by step guide to advertising on Google Ads
With your account created and expert mode enabled, simply follow the instructions on the Google Ads page. After defining your campaign goal and the desired ad network, it's time to define the details. To advertise on Google, for example, simply select "Search Network." Enter your company's website and provide a name and description for the campaign.
Next, you can set the daily budget the campaign can reach. This is crucial to avoid surprises due to overspending. Remember to save your settings before proceeding. Do this in Set up ad groups and then in Create ad.
Moving on to Billing, you'll need to confirm your payment information. To do so, you'll need to provide your CPF, date of birth, and address, as well as the country of distribution. At this point, you can also choose your payment method: boleto or credit card.
It's important to note that the ad will only run after Google approves the content. There are advertising policies that must be followed.
What is Google Ads daily budget?
When advertising on Google Ads, one of the most important metrics is your daily budget. It allows you to define a campaign's exposure on the Search Network and Display Network. Want to understand more? How the daily budget works in Google Ads? Check out the article on our website and find out how it can help you achieve better results.
Watch the video and understand how the Google Ads daily budget works
Understand the differences between ad types
Search Network Ads
When you choose to advertise on the Search Network, your ads will appear in Google results based on your chosen keywords. This type of content appears at the top or bottom of the SERP, the search results page.
Google ads have a subtly different design from organic results, as they are marked with the caption "Ad" in the upper left corner. In this mode, the advertiser only pays for clicks on the ad link. This makes it an excellent value-for-money option.
Display Network Ads
In this version, ads are displayed on partner websites, known as the Google Display Network. This modality can reach up to 90% of internet users, as it's linked to millions of pages, blogs, and apps. Furthermore, this type of ad has different formats, ensuring greater exclusivity for the advertiser.
Display Network Ad Formats
Banner: with a horizontal format, it can include images, texts, animations, among other resources.
Text: In text box format, this type of ad contains a title, description, space for the company name and website.
Gmail: These are personalized ads within Gmail itself, displayed in users' inboxes.
Application: ads that are served directly in partner applications, available on mobile devices.
Ads on YouTube
In this mode, Google Ads ads are displayed during videos published on YouTube. They can be located either at the beginning or in the middle of videos. This allows advertisers to create video campaigns to be displayed on the platform.
When advertising on YouTube, you can target your audience by age, gender, location, and interests. Payment is based on user interaction with the ad. Therefore, if the ad is skipped before its end, you won't be charged.
App Ads
Specially developed for those who own an app and want to improve its reach through the Google Ads platform. This allows you to increase visibility and promote a product or service to iOS and Android users.
Optimized campaign management in Google Ads
A Kaizen Philosophy is a certified Google Premier Partner. With a team of experts, they have unparalleled knowledge of best practices for optimizing Google Ads investment across search, display, and remarketing.
Our goal is to increase your ROI by achieving lower costs per click. Meanwhile, we boost your conversion rate with optimized landing pages and web analytics.
An optimized Google Ads campaign considers important data beyond the daily budget. For example, you need to define targeting, location, and the most appropriate days of the week and time of day.
It's also necessary to include keywords related to the business and, most importantly, define negative keywords. That is, those that don't add value to the campaign and should be eliminated from the search results.
Discover our main tools, developed especially for our customers.
Sponsored Links and Display Network Management
Sponsored Links is Google Ads' Search Network ad format, with a simple layout. However, this format has immense potential for direct search results.
By offering ads with rich content on the page, we've achieved significant campaign cost reductions. Through daily monitoring, we maximize results so our clients can focus on their business while we generate campaigns that maximize media budgets.
Learn more about Sponsored links e Google Ads Click AuctionOr, if you prefer, speak to one of our experts right now and discover the best strategy for your business.
Google Ads Display Network Management and Remarketing
Through the Google Display Network, you can segment your strategy in the following ways:
Real-time campaign tracking on Google Ads
We've developed an exclusive tool that lets you monitor your campaign results without needing to access complex Google Ads data. This gives you access to all the data that truly matters to you as an advertiser in a concise and accessible format.
Google Ads Clicks and Impressions Report
You can track click and impression summaries for all your campaigns. You can also filter comparative data between campaigns.
Conversions and Cost per Lead Report
Through a Google Ads report, you can control your campaign's effective cost per lead. This gives you the autonomy to measure your strategy's conversions on the platform.
How to differentiate sponsored links from e-commerce ads?
Within Google Ads, there are very specific strategies for e-commerce campaigns and general search network campaigns. In this article published on our website, we explain them. Differences between Google Shopping Ads and Sponsored Links.
Google Ads and Smart Bidding
As part of Google's platform improvement strategies, machine learning has been a key factor in delivering results for advertisers. Learn more about this in the article. Google Ads and Smart Bidding.
Meet the Google Ads Leads Extension
To improve advertisers' results on the platform, Google has developed an ad extension that offers lead conversion capabilities directly from the timeline. To learn more, check out our article on the feature.
Working as a Google Partner
One of the programs Google offers to professionals working with client performance in digital marketing is Google Partner. This is a partnership program between agencies, clients, and the search engine. The goal is to unify processes to convert more leads and sales. See all the information. here.
Google Ads tools can be leveraged for businesses in specific niches. To better understand, check out some solutions below!
Google Ads for Real Estate
Google Ads has always played a key role in the real estate market. After all, a significant percentage of customers actively search for properties on Google. To boost your real estate business, learn how in this article. How to Master Google Ads for Real Estate.
Google Ads for dentists
The healthcare sector requires special attention when developing marketing campaigns. Dentistry and implantology are a growing market. Dentists are independent professionals who require a high volume of patients and sometimes need to leverage this through advertising. With the advent of the internet, one of the most effective ways to achieve this goal is to through Google search.
Google Ads for eCommerce
We can't fail to mention the need for e-commerce to adopt Google Ads tools to boost sales. This is essential these days, when the goal is to consolidate an online store into a shopping platform with consistency and sales volume. To learn how to utilize all the features of Google's platform in this market, check out our article.
Digital marketing agency focused on Google Ads
So, how about relying on the expertise of qualified professionals to boost your business with Google Ads? Kaizen is a results-driven digital marketing agency. Speak right now with one of our experts and discover the best strategy for your company.
About Kaizen:
We are specialists in creating actions digital marketing industry that elevate and consolidate brands and products. Here, we work with website creation, press relations, and the complete management of online advertising campaigns for companies of all segments and sizes.
We know that sales and marketing processes are closely interconnected. Furthermore, customers are increasingly informed and demanding about what they consume. Therefore, devising actions focused on the objective and specificities of each business is essential to ensure the message reaches the right audience.
We own extensive experience in online sales strategies for local businesses and online stores. We're a digital agency that offers an incredible range of advanced tactics designed to take your business to the next level.
We are proud to be one of the 80 agencies with the greatest potential for growth and relationships with the Google for Partners Elevator, Google's Acceleration program with ACE Startups, since 2019. Furthermore, we are ranked first on Google as a Digital Agency, which certifies our commitment to elevating our clients' reputations to the desired level.
Invest in your digital presence
Count on our team to structure your digital presence and consolidate your business. Contact us and together we will discover the best solutions for your company!
