Google Ads (Adwords)

What is Google Ads (Adwords)?

Google Ads is the most widely used online advertising platform, allowing businesses to promote their products and services across Google Search, websites, YouTube, and apps. It supports various ad formats, including Search Engine Advertising (SEA), Display Advertising, and Video Advertising, making it a flexible tool for different marketing goals.

Search Ads appear at the top of Google search results when users look for relevant keywords. Display Ads are shown on websites and apps within the Google Display Network, while Video Ads run on YouTube and other video platforms.

Many marketers also use Google Ads’ Keyword Planner to find relevant keywords, analyze search trends, and estimate competition for both paid ads and SEO strategies.

How does Google Ads (Adwords) work?

Google Ads is an auction-based advertising platform that allows businesses to display ads on Google Search, websites, YouTube, and mobile apps. Advertisers bid for ad placements using different pricing models, depending on their campaign type and objectives. Unlike search ads, which typically use a pay-per-click (PPC) model, other ad formats like Display and Video ads may be priced using cost-per-thousand-impressions (CPM) or cost-per-view (CPV) models. This flexibility allows advertisers to optimize their spending based on clicks, impressions, views, or conversions.

Ad auctions & keyword targeting

For search ads, advertisers bid on keywords that users type into Google. When a search occurs, Google runs an ad auction to determine which ads appear and in what order, based on factors like bid amount and relevance.

Ad rank & quality score

Google evaluates ads based on bid amount, ad relevance, landing page experience, and expected engagement. A higher Quality Score can lead to lower costs and better placements.

Audience targeting

Google Ads allows advertisers to target users based on location, demographics, interests, behavior, and remarketing lists to reach the most relevant audience.

With location targeting, ads can be shown to users in specific regions or within a set radius. Demographic targeting refines audiences based on age, gender, or income level. Interest and behavioral targeting help reach users actively engaging with related topics, while remarketing re-engages past visitors who have interacted with a website, app, or video.

By combining these options, you can create precise, high-performing campaigns that reach the right users at the right time.

Bidding strategies

Google Ads provides both manual and automated bidding options to help advertisers control costs and optimize performance. With manual bidding, advertisers set their own bids for clicks, impressions, or conversions, giving them full control over spending.

For a more data-driven approach, automated bidding adjusts bids in real time based on the likelihood of achieving a goal. Options like Maximize Conversions automatically increase bids to drive more conversions within a set budget, while Target CPA (Cost Per Acquisition) aims to keep the cost per conversion at a predefined amount. Target ROAS (Return on Ad Spend) focuses on optimizing bids to generate the highest revenue based on historical data.

Campaign types & pricing models

Another option is to upload a custom list of URLs directly into Screaming Frog. This can be done by pasting URLs manually or importing a list from a file (such as a CSV). This is especially useful when:

Search Ads (PPC – pay per click) appear on Google Search and charge per click.
Display Ads (CPM – cost per thousand impressions) appear on websites and charge per impression.
Video Ads (CPV – cost per view) on YouTube charge when a user watches a certain percentage of the video.
Shopping Ads (CPC – cost per click) promote products with images and charge per click.
App Ads (CPI – cost per install) focus on driving app downloads.

Performance tracking

Google Ads provides real-time analytics and conversion tracking, allowing advertisers to measure key metrics like click-through rates (CTR), conversion rates, and return on ad spend (ROAS).

With conversion tracking, businesses can track actions such as purchases, sign-ups, or calls to see which ads and keywords perform best. A/B testing helps compare different ad versions, landing pages, and bidding strategies to improve results.

Google’s automated optimization tools, like Smart Bidding and Performance Max, adjust bids in real time to maximize conversions. By continuously analyzing performance and refining strategies, advertisers can improve efficiency and increase return on investment.

How to use Google Ads (Adwords) effectively?

To run a successful Google Ads campaign, organisations should focus on clear goals, precise targeting, and continuous optimization. Search Ads target users actively searching for products, while Display and Video Ads help increase brand awareness. Shopping Ads are ideal for e-commerce businesses.

Using keyword targeting, location, demographics, and interests, advertisers can reach the right audience. Conversion tracking helps measure success, while bidding strategies like Smart Bidding optimize ad spend by adjusting bids for better performance.

Regular A/B testing and campaign adjustments improve efficiency over time. By monitoring performance and refining strategies, organisations can use Google Ads to attract quality traffic, increase conversions, and maximize return on investment.

Want to learn more?

Google Ads (Adwords) is a tool with endless possibilities. If you would like advice or need help starting with Google Ads (Adwords), feel free to reach out via the form below
or call +31 651378397.