Google Ads is a Google service that allows advertising in the Google search engine in the first 3 positions of the search results at the top of the page, as well as in the right column.

What we aim for, through advertising in Google Ads, is to target specific needs of users for which the latter are searching for in the Google search engine, by offering our own service / product as a search result.

The first result in the Google Ads is the ad that has a good quality and relevance score and a sufficient targeting budget. So money alone is not enough to be presented out first. It requires a series of customizations and targeting. That’s where our experience comes in

Before proceeding with advertising, we have customised the website (using our experience in the design of websites) so that it serves the advertising needs. So, before we even start, we need to improve our website, so that it offers a better user experience and increases the effectiveness of advertising.

Then we analyse your advertising goals: What products / services do we want to promote, to what audience, what is our goal, with what means will we achieve it, what is our budget.

We set a monthly budget that we want to invest in and indicate which products and services we want to promote.

We will then create the campaign with specialised ads, so that it exactly meets the needs of the user that is searching in the search engine.

Our ads will appear on the words that users search for in the search engine (search network), on partner sites (display network) and also on YouTube. All of this is a matter of choice and we consider them according to the objectives of the advertisement.

Every time a user clicks on our ad, we pay an amount (CPC model) that we have strategically pre-determined in Google Ads. When the user clicks on one of your ads, they are taken to your site on a page that we have also pre-defined.

We monitor the user and analyse their behaviour throughout the duration of the advertisement, in order to know the satisfaction index and to be able to customise the advertisement, as well as the site page (landing page) that welcomed each user.

Our goal at Google Ads is a high Return On Investment, meaning that, if you invest X amount in Google Ads, you should get X*N from purchases of the product or service you advertised.

Google advertising networks

Thanks to Google Ads, your ads can appear on one or both of Google advertising networks: the Google Search Network and the Google Display Network.

The type of campaign you choose also determines which of the networks your ads will appear on.

Search Network

The Search Network includes Google Search, other Google websites such as Maps and Shopping, and hundreds of other websites (such as AOL) that do not partner with the company and display Google Ads ads that match users’ search results.

The Search Network can help advertisers do the following:

Display ads with text next to Google search results

Reach customers who are looking for a specific product or service on the Google search engine.

Display Network

The Display Network includes a collection of Google websites (such as Google Finance, Gmail, Blogger, and YouTube), partner websites, and websites or mobile apps that display Google Ads ads that match the content of a particular page.

The Display Network can help advertisers:

To utilise attractive forms of advertising to reach a wide range of customers with diverse interests.

To increase both the company brand awareness and the customer loyalty.

To increase the engagement (communication and interaction) of customers with the company they are advertising.

To choose more targeted where the ads will appear and to what kind of audience.

Where your ads can appear

In order to understand how Google Ads works, it’s important to familiarise yourself with some of its basic building blocks: where your ads can appear, their quality, and their cost.

Display ads next to search results

To understand how your ads will appear on the Search Network, it is recommended to take a closer look at keywords.

Use keywords – the words or phrases that describe your product or service – to target your ads.

When a user searches for terms that are similar to your keywords, your ads can appear next to or above the search results on websites that are part of the Search Network.

Your ad may be eligible to appear based on the similarity of your keywords to their search terms, as well as other types of matches of your words.

Keywords also help set ad costs. Each of the words has a maximum cost-per-click (or “max. CPC”) amount, which determines the maximum amount you are willing to pay each time a user clicks on your ad.

Search advertising formats

Text ads: This is the simplest form and the most common type of search ad. Text ads consist of a headline, a URL that corresponds to a page on your website, and a description.

Ads with extensions: Ads extensions are visual enhancements to search ads that highlight additional information about your business, such as phone number, location, and links to related content pages on your website. You can add these enhancements – which often appear in ads above search results – manually or have them added automatically by the system.

Display your ads on websites across the Internet

You can choose to display your ads to users as they browse the Internet. Your ads have the opportunity to appear on specific websites or placements that you choose, or on websites based on the targeting methods you have defined with keywords, or by choosing placements, audiences and topics.

Keywords enable your ad to appear in positions anywhere on the Internet. Google automatically determines where your ads will appear by matching your keywords to specific positions, or you can choose specific places for your campaigns to appear, giving you more control.

In addition to keywords, you can use different Display Network targeting options to show your ads to specific groups of people based on their interests, age or gender, or whether they’ve visited your website again in the past.

Display Network Advertising Formats

You can use different ad formats on the Display Network. In addition to the text ads that appear in Google searches, you have more options to create visually appealing campaigns.

Here’s a list of ad formats you can use on the Display Network:

Text ads

Image ads

Rich media ads

Video ads.

Showing ads on mobile phones

Reach potential customers as they search or visit websites while on the go by researching or purchasing from their mobile phone, for example.

See where your ads can appear:

Text ads can appear when users search the Google Engine or other Networks from their mobile devices.

Text, image and video ads can appear on Display Network sites when users visit those sites from smart mobile devices (such as iPhone and Android devices).

Show ads to a specific audience

You can show your ads to users in selected locations, who speak a specific language, or to specific groups of people.

If you have text ads, you can choose to show them to potential customers of an entire country, or a specific location and even to users who use the names of geographic points in their searches. You have the ability to target your campaigns based on the language your potential customers speak.

Online advertising in Google Ads allows you to show ads to people who are likely to be interested in your products and services, “filtering out” those who are not.

With Google Ads you can track whether these people clicked on your ads.

Online advertising in Google Ads also gives you the opportunity to reach potential customers who use multiple devices – desktops, laptops, tablets and smartphones.

Google Ads enables you to leverage the advantages of online advertising: it shows your ads to the right people, in the right place and at the right time.

Google Ads offer many benefits, you may see below the most basic ones:

1/ With Google Ads you achieve ad targeting. Targeting enables you to show your ads so that they reach people with specific interests – that is, people who are interested in your products and services – in order to show them relevant ads.

Check briefly the options you have with online advertising that can make your advertising campaigns even more targeted:

Keywords: Keywords or phrases related to your products and services are used to show your ads when customers search for those terms or have visited related websites.

Ad location: You can display your ads on search engines, commercial sites or personal websites.

Age, location, and language: You can choose the age, geographic location, and language of your customers.

Days, times, and frequency: You have the ability to display your ads at specific times or days of the week and determine how often they appear.

Devices: Your ads can appear on all kinds of devices, and you can set which devices they appear on and when.

2/ With Google Ads you control the cost. Google Ads gives you control over how you spend your money. There is no minimum charge. And you can choose how much to spend per month, per day and per ad. You only pay when someone clicks on your ad.

3/ With Google Ads you measure your success. With Google Ads, if someone clicks on your ad, you’ll know. If they clicked on your ad and then did something valuable to your business—purchased your product, downloaded your app, or called to place an order—you can know that, too.

By seeing which ads got clicks and which ones didn’t, you’ll be able to quickly see where to invest in your campaign. This, in turn, can boost your return on investment.

You can get other valuable data, including how much the advertisement that leads to your customer’s online purchases or phone calls cost you, on average. You can also use analytics tools to learn your customers’ buying habits—how long, for example, they research your product before they buy it.

4/ Manage your campaigns. Google Ads gives you the tools to manage your accounts. If you manage multiple Google Ads accounts, a My Client Center (MCC) admin account is a powerful tool that could save you time.

MCC makes it easy to view and manage all your Google Ads accounts from one place. You can also manage your Google Ads accounts offline with Google Ads Editor, a free desktop application that allows you to quickly and easily make changes.

With Google Ads Editor, you can download your account information, edit your campaigns offline, and then upload your changes to Google Ads.

You can use Google Ads Editor to manage, edit, and view multiple accounts at once, copy or move objects between ad groups and campaigns, and even undo or redo multiple changes as you edit your campaigns.

Depending on the products we want to target and the market we are addressing, we also need the corresponding budget when advertising on Google Ads.

In some very niche markets an amount of €50 per month may be sufficient. Others need much more; the broader a product is, the more we need to invest in Google Ads to cover the market.

In any case, we start with a minimum amount until the market is analysed and we see the reaction of consumers.

When we see the first results, we continue increasing the amount of advertising, but always taking careful steps so that we are sure that the amount we invest will return in the form of purchases / interest / traffic (what we call Return On Investment).

We may get to pay a respectable amount each month in Google Ads (there are doctors who pay 1500€ or tutoring schools who pay 1800€). But because we operate with the ROI model, this amount is returned 3, 4 or 5 times back to the entrepreneur through sales.

In Google Ads we can invest on:

• The search network (the Google search engine)
• The display network (sites that cooperate with Google and have content related to our product)
• Retargeting marketing (to advertise to those who have already visited our site to convince them to buy our product)
• Mobile devices (to advertise on mobile phones)

Depending on the budget and our goals, we set priorities, always with the result in mind.

When we use the right keywords we manage to reach, but also focus on, the audience we are interested in.

For example, we can choose keywords that will help us in our searches as they will appeal to a wider audience or focus on words that will “reach” a more targeted audience.

How does the matching of the appropriate word that we will use work?

Broad match: the keyword or keywords that we will use can appear in the order we have defined, or in a different order, but there can be other words that accompany it.

Broad match modifier: the keyword or keywords we will choose can only appear in the order we have defined, or even slightly different.

Phrase match: the keyword or keywords of our choice can only appear when someone searches for exactly what we have specified.

Exact match: the keyword or keywords we will use can only appear when someone searches for what we have defined, without any other parameters, or additional words.

Negative match: the keyword or keywords we will choose, will not appear at all if we define a negative sign (-).

Variations on keywords

In order for the ads to appear, there will need to be variations on the words or phrases we use.

In this way we will achieve the best result in searches, but also get closer to the “nearby” searches that the audience we are addressing can make.

How do we choose the right keywords?

When we decide to use some specific keywords, what we recommend most of the time is the broad to narrow strategy:

it will help us over time and research to target those words or phrases that your audience searches for the most or that are best suited to your own services and products.

This process will prompt us to focus on keywords or phrases that are much more relevant to your subject and thus, attract more visits and more customers using a broader match of keywords.

The broad matching of the keywords is what will ultimately help you invest your money in more specific words, significantly reducing the time it takes to complete specific keyword lists.

Also very useful will be the quality score which helps us to identify where your ad appears and on which specific keywords.

In this way, we will manage to increase the “click through rate” and from the “details” option we will have the possibility to investigate in depth specific keywords and how they correspond to your advertisement.

Using a broader match of keywords

The broad matching of keywords is what will ultimately help you invest your money in more specific words, significantly reducing the time it takes to complete specific keyword lists.

The quality score will also be very useful, which helps us to identify where your ad appears and in more specific keywords. In this way, we will manage to increase the “click through rate” and from the “details” option we will have the possibility to investigate in depth specific keywords and how they correspond to your advertisement.

Broad match modifier: We reselect ads in depth

With the “broad match modifier” option, we are able to further focus on your target audience and thus increase your traffic and customers.

There is an option offered to choose between “modified broad match” and “close variants”; in the first option users will have to type the words we have defined, as well as some words that are very similar to them, while in the second option, searches that contain mistakes (anagrams etc) are also included.

The ‘Broad match modifier’ in reality

We can use the ‘broad match modifier’ option on the keywords we have chosen so that they are included in the searches of your potential customers.

This process allows us to define that in the searches of the public there will be at least one of the keywords we have chosen.

Thus, we manage to increase the clicks and also the convention.

How we control the movement of clicks

With the “broad match modifier” it is possible to modify and specify the selected keywords.

In addition, we can check and increase the relationship between keywords and reduce the expected traffic.

The best practices to add more clicks in an alternative way are:

to keep the “broad match” option active, while we perform a performance comparison between the new and old keywords, adding new tweaks to the ad campaigns.

If we had first used:

broad match keywords, then we should take into account that by adding settings to your offers, the cost per click may be higher, but this will “bring” more clicks and conversions.

exact & phrase match, then we should keep in mind that by adding modified keywords you will get more customers and the searches, that are specific to the keywords we have chosen, will be checked.

Google Ads is designed on three levels: the account, the campaign and the advertising group, also known as ad group.

By modifying the above according to our requirements, we manage to make our goals more specific.

In further detail:

The account is linked to a single email and a single credit card address.

It would be good if all the campaigns were in one account so that we could have a complete picture of the actions easily and simply by pressing the “all campaigns” option.

Each campaign is made up of several ad groups, has its own settings and budget.

All campaigns are one click away from the ‘campaigns’ option in the middle of our screen.

Ad groups include the words or phrases we have chosen for the ads.

When we click on a campaign, adwords displays its performance.

The position and the ranking of the ad

The position of the advertisement – also known as the ad position – indicates the order of the advertisement in the search engine. Ads always appear at the beginning or end of the page we are on, after typing the word or words into the search engine.

How is the ad position defined?

The position of an advertisement in the search engine is always defined in relation to its ranking or ad rank.

Its ranking depends on the elements we have defined and the words we have used in order to appear (quality score).

However, a complex process like this can be determined by other parameters as well.

For example, we may find ourselves in the first position of the search engine because we have targeted very specific words, which after research, we have concluded that the target group is looking for and is interested in.

Unlike competitors, who may have spent more money on words and phrases, which ultimately did not bring back the expected profits.

It is also noted that ads with a high ad rank appear first in the search engine and always in the top positions, at the beginning and/or at the end of the page.

Cost per click

The real cost per click is usually less than what we think; this is because, with the adwords auction, the more we spend to keep our position, the less it actually costs.

How does the cost per click work?

By combining the data from the quality score (i.e. the click-through rate, the ad relevance and the landing page experience) together with other data, such as CPC bid and other parameters, we calculate the ad rank.

Then, the ad rank, along with other extensions, helps us determine where and when our ad will appear.

However, your actual CPC when displayed above the search results may be higher than the CPC when displayed below the search results, even if there are no others advertising under your campaign.

So you may have more money, but the ads that are higher in the search engine have a higher click-through rate and allow us to add, change and customise the settings at will.