Creating Campaigns for Google (Google ADS)

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How does Google ADS work?

Google ADS (formerly Adwords) is an online advertising service from the main internet search engine.

This is a platform that positions an ad as a sponsored link in response to an internet search, whether carried out on computers or smartphones.

It works based on keyword research, in the same way as an SEO strategy – Search Engine Optimization.

But, unlike him, appearing among the suggestions presented at the top of the search engine occurs through paid media.

In other words, you need to invest in Adwords to stand out on Google.

On the other hand, you are sure that this will occur for the keywords you determine.

It’s a guarantee you don’t have in organic work, for example.

But don’t think that this smaller effort becomes unfeasible due to the financial aspect.

Advertising on Google

Adwords is cheaper than you might think.

Firstly, charging occurs using the CPC, or Cost Per Click, system.

In practice, the advertiser only pays when there is some interaction between the visitor and their business.

There is no charge just for simply displaying the ad.

Your link will be displayed next to a small green box that contains the term “ad”, identifying to the user that it is an advertisement.

It can even record data about your company at that moment, but if you don’t click on the link that takes you to the website or the “call” button, for example, you won’t be charged.

This is one of the features that make investing in Google Adwords more attractive.

Next, we’ll talk about other advantages it presents.

First, however, we will present other ad formats that the platform offers you.

Ad formats in Google Adwords
Is the concept of Google Adwords clear?

Now, it is interesting to know that your campaign can be publicized not only based on its presence in search results.

See the four formats with which you can work with your ad:

Texts: the traditional format, positioning your products and services as a suggestion for a specific user search

Graphics: Graphic advertising may appear in Google’s own searches, in banners, applications and in Gmail, which is Google’s email service

Videos: Video ads appear on YouTube and partner sites, allowing you to target your audience

Applications: Google itself helps identify the ideal user profile to choose which apps your ad will appear on.

Stay tuned, because later in this article, we will explain in detail how Google Adwords works in each of its format variations.

Advantages of Google Adwords

The time has come to detail everything that Google Adwords can do for your marketing campaign.

You’ve probably already identified good reasons to invest in this advertising strategy, but allow yourself to learn more.

As you will now see, the advertising service offers a series of interesting advantages.

Targeting power

Anyone who searches on the internet has certainly been interested in an answer offered by Google Adwords.

And this is largely due to the great power of segmentation.

To begin with, what appears to the user is the result of their specific search, added to a need identified by their browsing history.

If they are looking for a product or service that your company offers, they will see your ad displayed prominently when searching.

It is also possible to determine a specific topic, which helps the platform position your media on sites related to it.

Another interesting form of segmentation is through defining a target audience.

Do you know who your personas are?

So, when they are browsing, consuming text, videos and using apps, they can be introduced to your campaign across all these channels.

Through Google Adwords, of course.

Other forms of targeting include types of sites on which ads will be displayed (such as blogs), age, location and language of the user you want to reach, days and times for advertising and even the type of device on which your media will appear.

With all these adjustments, it becomes much easier to deliver your message to the right audience at the right time.

Investment control

As previously explained, Google Adwords can be charged based on CPC.

This way, you will only incur campaign costs if there is any interaction from the user.

Additionally, you can also set a spending limit.

This setting allows you to impose daily, monthly, or campaign budget restrictions.

But if the CPC format doesn’t suit you, you can choose another form of investment on the platform.

Adwords makes it possible to charge by CPM (per thousand page impressions) or only in cases where a real conversion occurs on the website.

In other words, if the user clicks, visits your page, but leaves it without taking action, you are also not charged.

ROI Assessment

One of the main challenges of every marketing strategy is having elements to measure its results.

The campaign manager needs this to know if the budget is being used well.

Not by chance, this is one of the great advantages of Google Adwords.

All ad formats provide detailed information about your performance.

For example, the number of impressions, clicks and conversions on the website.

Based on this data, you can identify which ads are having a higher or lower ROI (Return on Investment).

It is a perfect platform for carrying out so-called A/B tests, identifying the strengths of your campaign.

Cost

Make a budget to advertise on large portals.

Then, compare it with the investment needed to create a successful campaign on Google Adwords.

The comparison is unfair.

It is much cheaper to bet on the sponsored links strategy.

Not to mention the immense difficulty of knowing the ROI of advertising in traditional media, such as TV, radio, newspapers and outdoors.

Of course, there are certain keywords that require a greater investment, given the growing competition.

However, still, not only is the cost lower, but the cost-benefit ratio is better on Google Adwords.

How does Google Adwords work?

Google Adwords works in a very simple way, allowing configuration adjustments that increase the success and success potential of the campaign.

Text, graphic, video and app ads are the formats used.

We already talked a little about this previously.

Now, let’s detail how each of them can contribute to your strategy.

Search Network

The so-called Search Network integrates the sites on which your Google Adwords textual campaign will be displayed.

That’s right: your sponsored links don’t just appear as a result of searches carried out in the search engine itself.

In addition to it, other Google company websites, such as Google Play and Google Shopping, are targets of its ads.

And it gets even more interesting, as large partner portals also display your media.

Among them, Terra and Uol.

Finally, the network is completed with Google Adsense affiliates, which are smaller sites with search engines on their own pages.

As the possibilities of the Search Network are many, there is no shortage of options for even more effective segmentation of your campaign.

Display Network

The Display Network is another way to expand the reach of ads on Google Adwords.

It includes graphic campaigns, such as banners of different formats, which are displayed on websites relevant to the solution you want to promote, be it a product, service or brand.

The most interesting thing is that the network allows your media to have contact with people who are probably already interested in what it offers.

This tends to make the conversion rate more attractive.

The reach of the Display Network is considerable.

It involves websites from different segments, as well as Google’s own channels, such as Gmail, YouTube, Blogger and Google Finance.

Applications for mobile devices are also part of it.

It is also important to highlight that, in addition to graphics, you can create ads on the Display Network with interactive, video and text resources.