All About Google Ads

Do you want your business to be found on Google by potential customers at the exact moment they are looking for the products or services you have to offer them? Would you like to pay only when someone clicks on your ad and visits your website?


Then you have to know Google Ads!

People get on Google to Go, Know or Do

Joseph Bojang

What are Google Ads?

Google Ads is the new name for Google AdWords, Google’s advertising platform and its main source of revenue. Its first version was released in 2000, and since then, it has led the Online Media market. Google Ads allows you to promote a business, product, or service in a targeted, targeted, and measurable way. By doing a Google search, we will likely find some sponsored links in the result. Visiting a blog will find an ad banner somewhere on the page. When watching a video on YouTube, we will see some ads before or during the videos. For, although distinct, all these ads can be created and managed via Google Ads. Through Google Ads, it is thus possible to create Search, Display, YouTube, Gmail, and Play Store ads.



Where to Advertise?

You can advertise on Display Network Only, Search Network Only, or mix (hybrid). If we want to respond to a need in the market, we must choose: Search Network Only. If we want to create desire and interest in the product, we should choose Display Network Only. In other words, if the goal is to get leads, opt for a Search campaign; if the goal is to generate notoriety, a Display campaign is a good option. Best practices say that we should never, under any circumstances, choose a hybrid – never mix Search with Display.




In Google Ads campaigns, there are systems that, when properly configured, allow a great degree of definition of the audiences to whom we want to present our ads. The more targeting criteria chosen, the smaller the group to which ads are displayed. The 10 types of targeting on Google Ads are as follows:

  1. Keywords in the Research Network
  2. Keywords on the Display Network
  3. Positions
  4. Interests
  5. Remarketing
  6. Topics
  7. Demographic data
  8. Location
  9. Language
  10. Device

1. Search Network Ads

These are the ads displayed in search results for certain keywords. They are highlighted at the beginning and end of the SERP (Search Engine Results Page) and with a small “Ad” caption to indicate that it is a sponsored link and is the best way to reach people looking for specific products, services, or solutions, from a word or phrase. The big advantage here is that the advertiser only pays when the person clicks on the result link to access the website. So, if planned well, these ads can have an excellent cost-benefit ratio for your company.



2. Ads on the Display Network

The Display Network is made up of well-known Google sites such as YouTube, Blogger, and Gmail and thousands of sites that provide space to post ads through the Google AdSense program. This network reaches 90% of internet users worldwide. Google’s image ads are displayed on more than two million websites and over 650,000 apps in sheer numbers. Image ads have special options for targeting, keywords, demographics, and remarketing. Customers can be encouraged to notice a brand, consider offers, and take action.


Graphic advertising can be used in several ways:

  • Banner: are graphic advertisements that can be images, interactive elements, animations, custom layouts, or others;
  • Text: similar to the banner, however, they are ads in “text box” format, which include a title, description, company name, and a URL;
  • Gmail: These are personalized advertisements in Gmail that are displayed directly in people’s inboxes;
  • App: These are ads that look specifically on mobile apps.

3. Ads on YouTube

Anyone who has used YouTube has already seen, for sure, that some videos have ads, either before the start or even during the exhibition. As an advertiser, we can also create campaigns to be shown in videos on this platform.

With over a billion users, you can choose your desired target audience based on age, gender, location, interests, etc.



4. Application Ads

Targeted ads for those who have apps and want to increase their reach with the Google platform. You can promote a business to iOS or Android users.



Read more about The Importance of Google Analytics in Digital Marketing

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About Luís Horta

He has been a teacher in Portuguese Public Education for over 25 years. So far, he has helped create and develop more than 700 businesses in different areas in his career.

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