Google Ads (AdWords): What it is, how it works and how you can use it to your advantage
Posted: Thu Jan 23, 2025 6:46 am
One of the main tools to achieve online success and generate income for a company is sponsored links.
And when we talk about them, we cannot fail to highlight Google's sponsored links service: Google Ads .
Many people have doubts about this tool or have only heard about it, shareholder database but are not sure what it is, how it works, and much less, the best ways to generate income with it in Digital Marketing .
Today we bring you the solution to your problems!
In this post we tell you everything you need to know to create profitable and successful campaigns in Ads. Here you will learn:
What is Google Ads?
Good reasons to advertise on Google Ads
How Google Ads works
How Google Ads Works
Extras
How to get Google Ads coupon?
Conclusion
What is Google Ads?
Ads is Google's advertising platform (previously called Google AdWords). Through this service, ads are displayed in the form of sponsored links when someone performs a search, either through computers or smartphones.
Ads are primarily displayed in search results, related to the keywords used in that search.
Google Ads
It's an amazing proposition. After all, nothing is more relevant than showing a relevant ad that "delivers" what people are looking for, at the exact moment they are searching for a product or service.
But that's not all. There are also other ad formats available on Google Ads, in addition to the search network. They can be displayed in the form of banners and videos, in special areas visible on various Google partner sites.
This huge set of partner sites makes up the Display Network, which also includes YouTube, a video platform owned by Google and considered the second largest search engine in the world.
Google Ads is Google's main source of revenue. In 2019, the advertising platform generated over $134 billion , accounting for 70.9% of the company's total revenue in that year.
All of this revenue makes it clear that companies now understand that it is extremely important to be present where people do their research.
Announcement Indicator Color
To differentiate ads from organic results, Ads displays an indicator, which looks like a small label: "Ad."
Previously, this label was yellow, making it more obvious that the search result was a paid offer.
Now, it has turned green, making the ad even more similar to a normal search result for the most inattentive. This certainly counts points for the number of clicks these options receive.
Google Ads
Extended Release Announcements (ETA)
In 2016, Google launched a new standard for its text ads for search results. They were called expanded ads, because they are larger than the previous standard.
The new model has two 30-character headlines and a third line with space for up to 80 characters. Previously, ads offered one 25-character headline line and two 35-character description lines.
Old model:
google ads
New model:
google ads
Another difference between them, apart from the amount of text, is that extended ads are responsive, meaning they adapt to both desktop and mobile searches. In short, the same ad will be valid for both situations.
As we have already mentioned, thanks to the increasing use of smartphones for searching, a good practice among Google AdWords advertisers was to create specific ads for desktop and mobile, with the aim of maximizing results.
Doing so is still valid, but for a limited time. Google has already announced that soon only expanded ads will appear in search results.
Price extension
Price extensions are intended to show the prices of certain products or services before the searcher clicks on the ad.
google ads
This extension is only displayed for search results performed via smartphones. Therefore, if the site is not responsive or does not have a mobile version, the extension will not work. Also, the ad must be in the first position in the search result for the extension to be displayed.
It's also important to remember that prices displayed in the extension are not updated automatically, unlike Google Shopping ads delivered through a feed.
For this reason, the prices entered must be constantly updated, avoiding any discrepancy between the price shown in the ad and that of the Landing Page (destination or conversion page).
Now that we know what Google Ads is and are up to date with the latest news, let's look at some good reasons to advertise.
Good reasons to advertise on Google Ads
A good ad must reach the right people at the right time. That's why Ads is an excellent option for those who want to promote their business, product or service in a targeted, segmented and, also, measurable way.
Keep reading to learn the details of each of the differentials that only Google Ads can offer your business.
Potential
Google is the world's largest search engine and this is nothing new. The famous term "googling" has already crossed cultural barriers and has become omnipresent in people's lives. When we have a question, we immediately look for answers on Google.
The search engine is used to answer questions and find relevant information about places, products and services.
This moment of interest has great potential, because if a company has the solution to a problem, there is nothing more relevant than being there at the right time and offering to solve it.
According to StatCounter, by the end of 2019, Google accounted for 92.71% of searches conducted on computers and mobile devices.
That alone is reason enough for any business, large or small, to want to display your ads in their search results.
Power of segmentation
In addition to serving ads at times of high interest to people, Ads allows for different forms of targeting to make ad display even more effective. Check out the available segments below:
Keywords: Ads will be shown to people who perform a search on Google using words or phrases that represent the products and services, or who have visited websites on the same topic searched (browsing history).
Topic and channel targeting: The platform allows you to choose a specific topic and ads will be displayed on various sites about that particular topic. It is also possible to directly choose the sites your audience accesses the most and show your ads on them.
Target Audience: With audience targeting, you can show ads to interested people even when those people are browsing websites, using apps, or watching videos that aren't directly related to your products and services.
Ad display location: You can choose where your ads will appear
in search engines;
commercial sites;
personal sites (blogs, for example).
Age, location and language: The platform allows you to choose the age, geographic location and language of who will be reached by the ads.
Schedule (days, times and frequency): you can display ads at certain times or days of the week and choose how often these ads are displayed.
Device targeting: Ads can appear on all types of devices (computers, laptops, tablets, and smartphones), and you can adjust when and which devices your ads appear on.
These are the objectives within Google Ads, which still offers you the possibility of combining them to show creative and relevant ads, making the ad much more efficient than any other means of communication.
Investment control
With Ads, advertisers have complete control over the amount spent. They can determine how much will be spent per month, per day, and per campaign.
You can also charge only when your ad is clicked, every 1000 impressions (CPM), or only when a conversion occurs on your site.
ROI (Return on Investment) Evaluation
In Ads, advertisers have valuable information at hand about how their audience interacts with their ads.
It is possible to count impressions and clicks and, mainly, to know if those who clicked made any conversion on the site (such as making a purchase, contacting you via a form, downloading your application or calling to place an order).
You can also "track" that person and show them new ads through remarketing. All of this is properly accounted for so that the advertiser has numbers that will help prove the return on ad spend.
With the insights that ads provide, advertisers can identify which ads have received clicks and which are not performing well, prioritizing investment where the return is best. These insights, when properly controlled, can increase performance.
The platform allows you to see many other valuable data, including the average cost of advertising that results in purchases or calls from your customers and were motivated by mobile ads.
Additionally, analytics tools like Google Analytics can and should be used to understand your customers' purchasing habits, such as how long they tend to research your product before purchasing or at what point in the site they may be abandoning the checkout process.
If you want to improve your analysis and thus improve your results with Google Ads, download the Complete Guide to Google Analytics and learn how to use these two tools as allies in your success strategy!
And when we talk about them, we cannot fail to highlight Google's sponsored links service: Google Ads .
Many people have doubts about this tool or have only heard about it, shareholder database but are not sure what it is, how it works, and much less, the best ways to generate income with it in Digital Marketing .
Today we bring you the solution to your problems!
In this post we tell you everything you need to know to create profitable and successful campaigns in Ads. Here you will learn:
What is Google Ads?
Good reasons to advertise on Google Ads
How Google Ads works
How Google Ads Works
Extras
How to get Google Ads coupon?
Conclusion
What is Google Ads?
Ads is Google's advertising platform (previously called Google AdWords). Through this service, ads are displayed in the form of sponsored links when someone performs a search, either through computers or smartphones.
Ads are primarily displayed in search results, related to the keywords used in that search.
Google Ads
It's an amazing proposition. After all, nothing is more relevant than showing a relevant ad that "delivers" what people are looking for, at the exact moment they are searching for a product or service.
But that's not all. There are also other ad formats available on Google Ads, in addition to the search network. They can be displayed in the form of banners and videos, in special areas visible on various Google partner sites.
This huge set of partner sites makes up the Display Network, which also includes YouTube, a video platform owned by Google and considered the second largest search engine in the world.
Google Ads is Google's main source of revenue. In 2019, the advertising platform generated over $134 billion , accounting for 70.9% of the company's total revenue in that year.
All of this revenue makes it clear that companies now understand that it is extremely important to be present where people do their research.
Announcement Indicator Color
To differentiate ads from organic results, Ads displays an indicator, which looks like a small label: "Ad."
Previously, this label was yellow, making it more obvious that the search result was a paid offer.
Now, it has turned green, making the ad even more similar to a normal search result for the most inattentive. This certainly counts points for the number of clicks these options receive.
Google Ads
Extended Release Announcements (ETA)
In 2016, Google launched a new standard for its text ads for search results. They were called expanded ads, because they are larger than the previous standard.
The new model has two 30-character headlines and a third line with space for up to 80 characters. Previously, ads offered one 25-character headline line and two 35-character description lines.
Old model:
google ads
New model:
google ads
Another difference between them, apart from the amount of text, is that extended ads are responsive, meaning they adapt to both desktop and mobile searches. In short, the same ad will be valid for both situations.
As we have already mentioned, thanks to the increasing use of smartphones for searching, a good practice among Google AdWords advertisers was to create specific ads for desktop and mobile, with the aim of maximizing results.
Doing so is still valid, but for a limited time. Google has already announced that soon only expanded ads will appear in search results.
Price extension
Price extensions are intended to show the prices of certain products or services before the searcher clicks on the ad.
google ads
This extension is only displayed for search results performed via smartphones. Therefore, if the site is not responsive or does not have a mobile version, the extension will not work. Also, the ad must be in the first position in the search result for the extension to be displayed.
It's also important to remember that prices displayed in the extension are not updated automatically, unlike Google Shopping ads delivered through a feed.
For this reason, the prices entered must be constantly updated, avoiding any discrepancy between the price shown in the ad and that of the Landing Page (destination or conversion page).
Now that we know what Google Ads is and are up to date with the latest news, let's look at some good reasons to advertise.
Good reasons to advertise on Google Ads
A good ad must reach the right people at the right time. That's why Ads is an excellent option for those who want to promote their business, product or service in a targeted, segmented and, also, measurable way.
Keep reading to learn the details of each of the differentials that only Google Ads can offer your business.
Potential
Google is the world's largest search engine and this is nothing new. The famous term "googling" has already crossed cultural barriers and has become omnipresent in people's lives. When we have a question, we immediately look for answers on Google.
The search engine is used to answer questions and find relevant information about places, products and services.
This moment of interest has great potential, because if a company has the solution to a problem, there is nothing more relevant than being there at the right time and offering to solve it.
According to StatCounter, by the end of 2019, Google accounted for 92.71% of searches conducted on computers and mobile devices.
That alone is reason enough for any business, large or small, to want to display your ads in their search results.
Power of segmentation
In addition to serving ads at times of high interest to people, Ads allows for different forms of targeting to make ad display even more effective. Check out the available segments below:
Keywords: Ads will be shown to people who perform a search on Google using words or phrases that represent the products and services, or who have visited websites on the same topic searched (browsing history).
Topic and channel targeting: The platform allows you to choose a specific topic and ads will be displayed on various sites about that particular topic. It is also possible to directly choose the sites your audience accesses the most and show your ads on them.
Target Audience: With audience targeting, you can show ads to interested people even when those people are browsing websites, using apps, or watching videos that aren't directly related to your products and services.
Ad display location: You can choose where your ads will appear
in search engines;
commercial sites;
personal sites (blogs, for example).
Age, location and language: The platform allows you to choose the age, geographic location and language of who will be reached by the ads.
Schedule (days, times and frequency): you can display ads at certain times or days of the week and choose how often these ads are displayed.
Device targeting: Ads can appear on all types of devices (computers, laptops, tablets, and smartphones), and you can adjust when and which devices your ads appear on.
These are the objectives within Google Ads, which still offers you the possibility of combining them to show creative and relevant ads, making the ad much more efficient than any other means of communication.
Investment control
With Ads, advertisers have complete control over the amount spent. They can determine how much will be spent per month, per day, and per campaign.
You can also charge only when your ad is clicked, every 1000 impressions (CPM), or only when a conversion occurs on your site.
ROI (Return on Investment) Evaluation
In Ads, advertisers have valuable information at hand about how their audience interacts with their ads.
It is possible to count impressions and clicks and, mainly, to know if those who clicked made any conversion on the site (such as making a purchase, contacting you via a form, downloading your application or calling to place an order).
You can also "track" that person and show them new ads through remarketing. All of this is properly accounted for so that the advertiser has numbers that will help prove the return on ad spend.
With the insights that ads provide, advertisers can identify which ads have received clicks and which are not performing well, prioritizing investment where the return is best. These insights, when properly controlled, can increase performance.
The platform allows you to see many other valuable data, including the average cost of advertising that results in purchases or calls from your customers and were motivated by mobile ads.
Additionally, analytics tools like Google Analytics can and should be used to understand your customers' purchasing habits, such as how long they tend to research your product before purchasing or at what point in the site they may be abandoning the checkout process.
If you want to improve your analysis and thus improve your results with Google Ads, download the Complete Guide to Google Analytics and learn how to use these two tools as allies in your success strategy!