The importance of Google Ads in digital marketing

In a competitive digital environment, companies are increasingly turning to paid media to boost their business. One of the most popular platforms for a paid traffic strategy is Google Ads, a Google advertising tool that allows you to promote websites in search results and digital marketing campaigns.

Using Google Ads is essential for many businesses, especially because it integrates with a wide range of Google services. According to Internet Live Stats, there are currently 3,5 billion searches per day. In total, there are 1,2 trillion searches per year.

Knowing the importance of Google Ads, learn how to use the platform to boost your business and achieve positive results.

What is Google Ads?

Google Ads was created in 2000 with the goal of highlighting website links in Google search results. Since its inception, the platform has been a leader in its segment, and its success is notable in its revenue. In the last quarter of 2021, Google achieved a profit of 6,1 billion dollars only with your advertising service.

With Google Ads, you can create ads in Google search results with audience targeting. This allows you to target these ads to people most likely to be interested in the product, company, or service being promoted.

With countless targeting options, Google Ads allows you to display ads based on user search behavior, demographics, and other targeting.

Paid links are those highlighted at the top of Google's search results pages. Within Google Ads, there are four main formats for advertising and promoting your business. These formats cover different aspects of digital marketing, from simple text ads to videos and images.

By understanding all the options available, you can create an effective strategy to reach your audience and boost your marketing results.

Search Network Advertising

This is one of the most popular Google Ads ad models. When a user performs a specific search on Google, the first results displayed are from advertisers.

A major advantage of this advertising model is that the customer only needs to pay for the conversion – that is, they are only charged for each click.

Display Network Advertising

This type of ad on Google Ads consists of banners that appear when a user visits a website or blog. Display network ads are shown only to potentially interested users who have already searched for topics related to the business. This is achieved by configuring keywords or using cookies.

Display advertising has three more types of graphic advertising:

Banner: This is the best known, presented with graphic resources, such as images, animations or static layouts.

Text: Simpler model, with just a text box presented to the user accessing a website.
Gmail: Ad designed for Google email, seen by the user when accessing the inbox or spam folder.

App-specific ad

This type of ad also uses graphical resources, similar to display network ads. However, it appears to users accessing a mobile app, whether on Android or iOS.

In practice, a company pays to have its business advertised on mobile apps. However, they can also promote their own apps, even on websites.

Performance Max Announcement

Google Ads' Performance Max campaign allows you to create ads across all Google channels in one place. This allows you to reach more customers and optimize your marketing strategy with a single campaign. This type of campaign uses real-time bidding and optimization to automatically adjust your ads, always striving for the best results.

Powered by artificial intelligence, PMax campaigns automate the configuration and optimization of aspects such as budget allocation, audience selection, A/B creative testing, and conversion attribution.

Shopping Ad

Google Shopping campaigns allow you to promote your products by displaying detailed information about them before people even click on your ad link. With retail-specific reporting tools, you can track your products' performance and sales over time.

Video Ad

Video campaigns in Google Ads allow you to display ads on YouTube, as well as on Google's video partner websites and apps. They're a great way to reach specific audiences and achieve marketing goals, such as generating sales, increasing website traffic, or improving brand awareness. There are several video ad formats, each with a specific purpose.

Skippable in-stream ads appear before, during, or after YouTube videos and can be skipped after five seconds. Non-skippable in-stream ads, which last up to 15 seconds, ensure your message is seen. Other formats, such as bumper ads, are six seconds long and non-skippable, making them ideal for quick, impactful messages.

There are also in-feed ads, which appear where people discover content on YouTube, and out-stream ads, designed for mobile devices. Finally, Masthead ads offer visibility on the YouTube homepage, significantly increasing reach and brand awareness.

Smart Ad

Smart ads are a simpler and more effective advertising solution within Google Ads. This type of campaign essentially involves Google automatically optimizing your ads. This allows you to achieve specific goals, such as receiving calls or messages from potential customers, attracting in-person visits, increasing brand visibility, and more.

Demand Generation Announcement

Demand Generation campaigns allow you to personalize ad experiences to reach your business's audiences more relevantly. These campaigns allow you to select, for example, similar segments to reach new audiences with similar profiles to your customers. This type of campaign can contribute to a branding strategy to build and/or strengthen brand authority, as well as increase the impact of your ads.

How can I use Google Ads?

To use Google Ads, the first step is to set up your budget and then configure your campaigns. However, to use the platform, having a budget isn't enough; you need to follow certain guidelines.

Ad quality: The advertiser offers money to get clicks, but their ad must be relevant. This way, Google will understand its importance and display it more often.
Ad Rank: A tool used to measure the quality of ads. The more your ad meets Ad Rank standards, the greater its reach. A rating is given from 1 to 10, based on CTR, relevance, and landing page.

Step by step guide to advertising on Google Ads

The first step to advertising your website or business on Google Ads is to create an account with the platform. Learn how to sign up now!

Access the website Google Ads
Click “Start Now”
Enter the Google email address you want to link to your account.
Fill in information about your company, first campaign and payment
Done! You can now start advertising.

How to create a campaign on Google Ads

After creating your Google Ads account, the next step is to create a campaign. The entire process is simple and quick, as you'll see below:

Click on the Campaigns icon
Click the + button and choose New Campaign
Choose your campaign objective: Sales, Leads, Website Traffic, etc.
Select a campaign type: Search, Display, Video, Shopping, Demand Gen, App, Smart, and Performance Max
Click Add Goals to define the type of conversion you want to measure in this campaign. Example: Calls, Leads, Sales, etc.
Name the campaign
With that, you will have already created your Google Ads campaign.

Marketing Agency specialized in Google Ads

Kaizen is a digital marketing agency focused on performance and results. Our team is comprised of Google Ads experts who can evaluate, plan strategies, and offer the best advertising solutions for your company.

We are a Google partner agency, identified since 2019 as one of the 80 agencies with the greatest growth potential in the Google Accelerator Program.