Among the innumerable components that the Google company has, we can find the 'Google Ads'. If you are wondering what it is, here you will know the necessary information on this topic, know what Google Ads or 'Google Adwords' are as they were previously called.



What are Google ads and what purpose do they serve?

You may be aware of the creation of the search engine 'Google', which was created in 1996, this search engine did not have ads or advertising in its beginnings. As the popularity of this search engine increases and the success grows, a method of self-financing is necessary.

In October 2002, 'Google Adwords' was launched as a source of income, which in 2018 changed its name to 'Google Ads'. It is known today by this name.

The operation of these ads is based on dynamic advertising, which is paid or charged according to the generated traffic. The 'Pay per click' concept consists of paying for those ads that have been clicked on, that is, web page owners do not charge for displaying their advertising, since it is necessary for said advertising to be clicked to be paid.

The ad positioning system used by Google Ads is based on the ranking or popularity of the ad. This ranking is translated as the multiplication of the maximum price for which you would be willing to pay for a certain keyword (auction), Quality Level or 'Quality Score' of said keyword and the expected impact of the extensions and other types of formats.

The objective of Google Ads is to boost online sales, numerous web pages aim to increase the visibility and image of your brand. In this way, this brand can be offered to Internet users.

What campaigns does Google Ads offer to advance your Web business?

Google Ads offers various campaigns, you must choose the one that suits the objective you have in mind. The creation of a campaign in Google Ads begins with the selection of an objective from those offered by said platform. Once you have a selected objective, you can choose between six types of campaigns, these are:
Search campaign: you have surely seen this every time you browse the web, this search campaign is about text or call ads that are displayed in the search results of the Google browser. They can be found on sites associated with Google to serve ads in their search results.

If you have selected this type of campaign, Google Ads offers you the option of being able to select the results you want to obtain, these are:

  • Website visits.
  • Phone calls.
  • Application downloads.

Display campaign: this type of campaign consists of creating attractive ads with the aim of capturing the attention of users. They work effectively to attract a large number of users. Once you have a large number of visitors, you have the option to create audiences for optimal remarketing campaigns:

Responsive display ads: these are made up of text, logo and images.

Self-uploaded image ads: Create and upload your own ads on the Google Ads platform. They can be images that comply with the formats and dimensions required by Google or through HTML5.

Lightbox ads: these ads can occupy the entire screen, it is a card made up of images, videos or feeds linked to the campaign.

Gmail Ads – These are ads that are displayed at the top of your Gmail inbox. They are expandable.

Shopping Campaign: Its main function is to promote your products or services, offering detailed information at a glance. This requires a Merchant Center account to be linked to the campaign's Google Ads account.

These ads offer a photo of the product or service, title, price and the name of the online store where it can be purchased. These ads are shown on the Google shopping tab, on the Google search network, YouTube, Google search partners and on Google discover on the display network.

Video campaign: these increase brand awareness and offer more sales opportunities depending on the type of ad and format you choose. These are shown on YouTube and Google video partner websites.

Application campaign: these are intended to increase downloads and encourage actions of the application you want to promote among Internet users. These are shown on YouTube, Google Play, Google Search Network, Google Discover and Display Network. To use this campaign, you just need your app to be on the App Store or Google Play.

Smart Campaign: These are the easiest to set up, they are also known as 'smart campaigns' and are aimed at those who are not very familiar with Google Ads. Its appearance is similar to those of a Search or Display campaign.

Advantages and disadvantages of using Google Ads:

Now that you know how Google Ads works, you should know what advantages and disadvantages the use of this advertising method entails, among the advantages we find:

There is no maximum or minimum investment, the budget can be modified and it is flexible.

Flexibility in terms of campaign management and targeting.

Easy access, you only need a website or application, email address, billing address and bank account.

As for disadvantages:

It is difficult to reactivate advertising in case of account suspension for serious violations.

The platform is not useful if you are looking to promote an unsearched product or service, you should know if it adapts to the sites that can advertise it and if it complies with the editorial policies of Google Ads.

Success is not guaranteed, although it is easy to launch a campaign, it is difficult to achieve good results.