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What is and How to Advertise in Google Ads

Not sure how to advertise on Google Ads and how to start exploring this paid media option?

Continue reading the post we prepared and clear all your doubts about how the platform works and the types of ads it offers.

What is Google Ads?

You may have heard of the Google Ads platform as Google Adwords, its former name.

This is Google's paid media platform, which takes advantage of the reach of its different channels such as Youtube, Google itself and the network of partner sites, so that brands can build and serve ads to the user audience.

Why advertise on Google Ads?

There are a few reasons why brands look to Google Ads as an online media investment platform .

Are they:

Largest online ad platform

Google receives nearly 80% of all online searches performed today .

Over time and with changes in consumption, the company that owns the search platform, which has become increasingly popular, realized that there was a great business opportunity in enabling other brands to advertise on the platform.

After designing this new tool designed for a new market, Google Ads has been improving the product, which today has a display network on partner sites (which currently reaches 90% of internet users worldwide ), Google Shopping , the search network and experience improvements across all functionality.

Segmentation

Another advantage of advertising on Google Ads is the high control over the targeting that will be impacted by the ads.

You can choose users according to their profile data such as age, location, gender; keywords and topics searched, which demonstrate specific interests; access to different websites; in addition to the possibility of working with remarketing, to target ads to users who have already had contact with your business.

Ease of measuring results

As it is an online investment and centralized in the ad platform, it is very easy to follow the results of the configured campaigns and even edit them to optimize or redistribute investments.

Flexibility

Unlike a more traditional media channel, which defines how much an ad costs on that channel, in Google Ads it is your brand that determines how much you want to invest in campaigns.

In addition, you also have flexibility in choosing formats, dates and, as we mentioned, to edit campaigns that are in progress.

How does Google Ads work?

The platform allows the creation of online ads in different formats and that are displayed on different channels of the group (Search Network, Display Network and Video).

Campaigns are segmented and configured according to the goals and strategies of each brand.

The charge is also made according to the campaign settings, which allows for a high level of control over who is investing.

Google Ads Ad Types

As we mentioned, there are several possibilities when exploring how to advertise in Google Ads.

For starters, there are different possibilities for ad types:

Google Search Network

Ads through search networks are those that take advantage of searches performed by users on search platforms such as Google or Youtube.

The Google search network encompasses Google Search, Google Shopping, Gmail and Google Play.

Google Display Network

The Google Ads display network works through banners that are distributed among thousands of partner sites.

This is a way to take advantage of the large volume of users and can be applied to various options on the platform, such as Google Display, Google Play and YouTube.

Google Shopping

As the name implies, Google Shopping is already a part of the sales-oriented platform.

There, the user also searches for keywords, but the results are focused on products that can meet expectations.

In addition to the organic results, the platform also shows, right on the first line, the ads of the brands.

Video on Google

Through the search network or the display network you can insert videos as advertisements, either on Youtube or even on the Google β€œVideos” search page.

Apps

Ads can also be placed for the user who is searching for apps, on the Google Play Store, but also on the search network, display network and YouTube.

Smart

You can also opt for β€œsmart” creation, which is not actually a type of ad, but rather an option to create a campaign through the platform itself.

In this option, the brand fills in some information, but the rest of the campaign is configured by Google Ads itself.

How to advertise on Google Ads step by step

Let's go step by step to start advertising on Google Ads?

Account setup

If you don't already have a Google account, this is the first step to get started.

Go to the Google Ads website and click the β€œGet Started Now” button.

You can then select an existing account or create one just to manage your ads.

After logging in, some questions will be asked on the platform, to better understand your profile, in addition to the inclusion of the payment method and acceptance in the usage policy.

Budget definition

Before starting the campaign, the platform will also request the defined budget.

Without this information it is not possible to proceed.

So, if you want to do some tests and explore the platform beforehand, we suggest entering a lower value and increasing it as you become more practical and secure.

Customer segmentation

Now it's time to define who your campaign will be shown to.

Explore the platform options and try to approximate the segmentation of your persona, ideal customer profile and target audience .

Don't forget to also factor in the sales funnel stage of the campaign you're creating.

Ad type selection

You will then need to select the type of ad for your campaign.

If you still have doubts about them, you can go back here in the content to understand them in detail.

Keyword choice

Then comes the time to define the keywords that will guide your ad.

They are important for linking the audience's interests with what they will find.

It is important here to choose several keywords to increase your reach and you can even choose from the platform's suggestions for you.

Ad creation

In the end, you will effectively set up the ad, either by uploading images and videos or, in the case of the search network, by writing the ad text.

Remember that it needs to be brief, attractive to your audience and encourage click through with a CTA.

Tips for advertising on Google Ads

We've also prepared some tips for you to further enhance your experience when advertising on Google Ads:

Ad title

The headline is a strong element, especially in search ads.

It needs to be short (the platform limit is 2 lines of 30 characters), it needs to connect with what the user is searching for, and it needs to draw attention to reading.

Ad description

It is the smaller text, which comes just below the title and which can have a maximum of 80 characters.

It is read by those who were hooked by its title and needs, in addition to explaining better, to generate interest for the click.

You can explore mental triggers here like curiosity, authority, social proof, etc.

display url

It is the shortest URL that appears in the ad and that you define.

This line is also important and needs to be connected with the user's need and with the stage of the funnel he is in.

Destination URL

The destination URL is the one that will actually be found by the user when they click on your ad and be redirected to your website.

Here, don't make the mistake of sending the visitor to a page that has nothing to do with the ad.

This will only cause frustration and he will immediately look for another option that better matches what he is looking for.

Ad extensions

Ad extensions are additional pieces of information that you can configure to improve the performance of your campaigns.

They will not always be displayed, as this depends on the chosen formats and the related searches, but in any case we recommend that they be filled in and thought out strategically.

Currently available extensions in Brazil are: sitelink (links to other pages on the site), callout, structured snippets, call, phone inclusion, message, location, price, apps, comments.

In addition, there are also automatic extensions, created by Google Ads automatically.

Example ad with extension information.

Dynamic ads

Dynamic ads are an interesting option to reach Google users who are searching for exactly what you offer, the name of your solution or your brand.

Ads are targeted based on the content on your website (it is important, in this case, that you also invest in SEO solutions) and fill in the gaps in your campaigns based on these keywords.

Start exploring Google Ads yourself too

With these tips, you are ready to start running your tests and campaigns, boosting your brand and attracting qualified traffic to your website.

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