What is Google Ads and How Does it Work

What is Google Ads and How Does it Work

What is Google Ads?

Google Ads is a platform based on needs of consumers

Google Ads is one of today’s most effective advertising methods. By using your Google Ads campaigns, you can quickly bring visitors from the target group directly to your site.

It is very important to understand that through Google Ads campaigns you are mainly targeting users who need a product or service. With Google Display campaigns, you can also target users who have shown a certain interest or desire for what you are selling.


How Google Ads Works

Google Ads is a PPC (Pay-Per-Click) platform, which means you will pay each time a user clicks on one of the active ads in the campaigns. By using keywords, placements, remarketing lists, interests, locations, and other types of targeted targeting in the platform, you will be able to control your costs and bring to the site only those users who need or have shown interest in the products marketed or for the services offered.

When you need a new phone, you will have a direct need. By typing in the search engine a phone model that you want, you will get results in the search engine relevant to your search.

As you can see in the picture, through a simple search, I received on the first page ads with sites where you can buy the desired phone model. This way I can become a client for any of the four.

Your campaigns must tense the user’s intention to get informed or to buy something. The more relevant you are, the better the conversion rate.

With Google Display or Remarketing campaigns, use the visual side where you try to make users come back to the site and buy the product they’re already interested in or purchase a product they might like.



Google Ads works on the basis of need or intention to buy something. Target by keywords and interests those users who are willing to buy the products you want to sell.

Relevance is everything! The more relevant you use with the keywords you use and the audience selection, the better the results of your campaigns!


What type of Google Ads campaign types can you can set up?

Before presenting what type of campaigns you can do, the new Google Ads platform gives you the chance to choose the goal behind it.

The objective of the campaign is to provide the direction to be followed from thinking to optimizing it.

An online store will have the main goal of getting sales, but it can also have lead-raising campaigns, awareness, branding, or other goals.

For companies that provide services, getting leads is the main objective, and the next places are the other objectives.

It is very important to choose correctly the objective that a certain campaign will have.


Depending on your chosen goal, you can do one of the following campaign types:

– Search .The ads will be displayed in the search engine when they were made a browser query.

– Display

Sites have made available to Google at your disposal spaces where you as an advertiser can place your banners to attract customers to your site.

– Shopping Ads. Through these campaigns, you can promote your search engine products so that by using images, text and price you become more convincing and attract users to the site and convert.

– Video. This video campaigns charge users to the YouTube platform. They will see the presentation of the products or services within the amount of time spent on YouTube.

– Universal App. This campaigns are helping developers of smarth phone applications get installation and get as many users as possible to use the app.


What are the most useful campaign types?

From over 5 years of experience in Promos, we can tell you that over 80% of businesses are investing in Google Ads campaigns to get revenue growth. For many of the companies we’ve been working with, Google Ads was the main source of revenue generation, which was extremely important, bearing in mind that campaign results influenced the company’s financial situation.


The most important goal is SALES.

If you have a business or online store and you have such a goal, the main way to generate more sales is represented by Google Search campaigns. It needs to be supported by remarketing campaigns that distribute ads for the different types of users you have on your site (visitors, people who have added items to their cart, converts, etc.).

You can run in parallel a brand protection campaign on the Search Network as well as a Dynamic Search Ads (DSA) campaign that completely covers the content of your site and searches that you have not targeted.

You can use Shopping and Display campaigns for this goal, and with the right optimizations, you can get low-cost conversions.


Branding / Awarenes / Traffic

For all 3 purposes, our recommendation is to use Google Display, YouTube and Google Search campaigns.

Google Display and YouTube campaigns offer you the ability to target the audience you want based on their interest, but also on their online behavior.


To get leads you can use more than one campaign type. If you promote a service company, Google Search can be of great help to you. However, Depending on the type of service offered, Display Campaigns and YouTube may also be extremely useful.

You choose promotion methods but you need to test and optimize, and after you have enough data to choose the most effective method of promotion.


How should you set up a Google Ads account?

Suppose you’re about to have your first client with a Google Ads account that you need to manage.


Where do you start?

Our recommendation is to stop all campaigns running on your account and set your own campaigns according to your personal style of work.

I know this is extra work, but in time you will realize that you can monitor and understand the evolution of a campaign you have personally made easier. By taking certain campaigns that run, it requires work to further understand and an analysis of all settings and optimizations, and then in the end after a long time you lost to know what you are dealing with.


After you’ve stopped all the campaigns, talk to the customer about:

– The objective it targets;

– Allotted budget;

– The most sold products;

– Typology of clients;

– The way in which the activity is carried out;

– The benefits it offers;

– Competitive advantages;

– People with whom you can talk about web design and graphics;

– The results obtained through marketing;

– Marketing channels they use in parallel, etc.

These are information that will help you understand what you need to do and how to think about your campaigns to succeed.


In order to answer the question as to the name of the subchapter, we will consider two scenarios:


Scenario 1 – Photo service provider

This is a simple example that will understand how you should think about the architecture of your Google Ads account. As I was saying, your client is an event photographer with some photo services on the site.

Where do we start?

For the photographer and for any site or store, it’s important to leave the structure.

In our case the photographer offers photo services for wedding, baptism, marriage, photo shoot, after wedding and save the date. We also have to mention that he wants to promote himself only in New York and that he has a budget that is enough for you to promote him so well.

Your Google Ads account must include the following campaigns based on the services offered, as well as other possible user searches:

– Wedding photographer

– Photographer botez

– The civilian wedding photographer

– Photographer after wedding

– Photo shoot after wedding

– Save the date

– Save the date

– Photographer photo shoot

– Photo sessions

– Event photographer

– Brand protection

– The remarketing campaigns of the users who were on the site


To remember! The more targeted campaigns are, the more relevance of ads and keywords is, which implies a higher click through rate (CTR), a much better quality score and much lower costs. Create campaigns on word families to be more precise.

The more segmented the campaigns are, the better.

A more thorough segmentation of your account will allow for advanced campaign control and easier monitoring.

Do not forget to use only keywords that are closely related to the campaign name.

For example, in the “wedding photographer” campaign you will use keywords like:

– Wedding photographer

– Wedding Photographer

– Photographer nunta new york

– Wedding Photographer New York

Conclusion: relevance is everything! Be precise and create campaigns that contain keywords from the same family of words and avoid having too many keywords in a single ad group.

An example that we gave you above may have the following Google Ads structure:

Campaign level Wedding Photographer
Ad group level Wedding photographer New  York wedding photographer
Keywords level +wedding +photographer

+wedding +photographers

+new +york +wedding +photographer

I hope you understand the idea you need to go about in building the structure of such an account.


Scenario 2 – Online Store

The information provided when creating an account for a service provider applies also to the online store with small changes.

Your Google Ads account for a store will have a much larger number of campaigns, and you as an administrator need to manage your account properly to avoid having a high conversion cost.

Campaigns for an online store can target:

– A product category (mobile phones)

– A subcategory of products (iPhone phones)

– A certain product (Iphone X)


If you have a limited promotion budget, our recommendation is to start creating campaigns on the best-selling products.

Suppose the best-selling phones in the store that you manage are Iphone X and Samsung S8. In this case, you need to run Google Search campaigns on these two and try to get as many conversions at a cost as possible and then target the other types of campaigns and products.

Keep in mind what I told you about account structuring and you will definitely get excellent results.

Conclusion: An easy-to-understand account architecture and a best segmentation of keywords are the way to a performing account.

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