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Google Ads Basics.

What is Google Ads?

Google Ads, also known as Google AdWords, is one of the most effective and fastest ways to drive traffic to your website. It uses a PPC or pay-per-click advertising system that was created by Google in the early 2000s. Since then, thousands of businesses have created highly effective advertising campaigns through the different types of advertising that Google Ads offers in the online marketplace.

What are the benefits?

  • It serves to promote your business, sell your products or services, increase awareness and increase traffic to your website.
  • Google Ads accounts are managed online, so you can create and modify ad campaigns at any time.
  • There is no minimum investment commitment and you define and control your own budget. You can choose where your ads will be shown, set a budget to suit your needs and easily evaluate the impact of your advertising.

Types of Google Ads campaigns

Google Ads allows you to develop different types of campaigns:

Search Campaigns:

Allows you to show ads on Google search results pages when a user searches for keywords associated with a campaign.

Display Network Campaigns:

This type of campaign is shown on third-party websites, and usually has an image (banner) format. These ads are displayed on different websites and mobile applications based on user targeting related to the product or service.

Search campaigns with Display Network enablement:

This type of campaign is a combination of the two previous ones (Search Network and Display Network). The ads will be displayed in the search network results and also in the Display Network depending on user and keyword targeting.

Video campaigns:

Video campaigns display ads in search, on YouTube channels and videos, as well as in mobile apps and on websites where YouTube videos are played. In recent years, due to the growth of video campaigns, YouTube has become an important advertising platform.

Shopping campaigns:

Shopping campaigns are the closest thing to a shop window, but on the Internet. They are aimed at online shops that mostly sell their physical products to end customers. This type of campaign displays product images and prices on Google results pages, along with a direct link to your website.

App campaigns: Google Ads allows you to create campaigns for both Android and iOS apps; and can be displayed across the entire Google network, the Search Network, the Display Network and Google Play. This type of campaign can use text as well as images and videos.

Smart Campaigns:

Formerly known as Google Ads Express, this type of campaign is a simplified and fast alternative to Google Ads. It is an automated tool in which Google takes care of detecting the text, the key points of the business and writes the ads based on stored data and artificial intelligence.

Discovery campaigns:

These are shown in YouTube ads, Gmail and the Discover app. These campaigns allow products to be positioned when users search for something related, thanks to the intent signals that users provide to Google on a daily basis. In addition, the ads enabled by this campaign are native to the Google feed, so they convey a high degree of trust.

Basics to become an expert in Google Ads

CTR – Click Through Rate:

This is a metric that measures the number of clicks ads receive in relation to the number of times they have been shown. It tells us how attractive the ads are to the users to whom they are shown.

Conversion Rate (%):

Measures the ratio of conversions in relation to clicks received, that is, to what extent we get users who click on our ad to perform actions on our website.

CPC – Cost per click:

This is the most common way of paying for advertising on Google Ads. With this method, advertisers only pay Google when a user clicks on their ad (either on the results page or on a banner).

Quality score:

This factor is essential to rank well. It is the metric that indicates how good the user experience of an ad is. The quality score is influenced by 3 factors: the CTR, the relevance of the keywords used and the quality of the target website.

Cost per conversion:

This metric tells us how much money has been invested for each conversion achieved.