Google Ads - how does it work and what are the possibilities of advertising on Google?

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1. Benefits of Using Google Ads in Your Business
Currently, the competition in almost every industry is huge, which is why you need to reach for the right tools that will allow you to stand out. Google Ads is definitely one of them. Don't let its potential go to waste! Are you wondering what the main benefits of using it are? We're here to help!

First, increased visibility . As we mentioned earlier, this tool allows you to reach a huge number of users who are looking for specific search results. By displaying your ad at the very top, you have a greater chance of attracting interest from the niche you are communicating to. What's more, such a position gives the impression that you are a specialist in a given industry - because you are displayed so high!

Secondly, Google Ads allows you to set your ads to specific users in an extremely precise way. In practice, this means that you have many factors at your disposal and you decide whether you want to reach people of a specific age, gender, interests, or even those who have previously interacted with your site. In short, you appear in the right place and at the right time , and that's the path to success.

Thirdly, the advantage of Google Ads campaigns is undoubtedly the quick effects and the possibility of their constant monitoring . This is a definite advantage of this tool compared to classic advertising means, because the process of their implementation and preparation is definitely longer and more monotonous. After setting all the necessary elements, your campaign is displayed immediately . What's more, you can (and should!) constantly monitor its effects, because this will allow for appropriate optimization and drawing conclusions. If you see that your ad is displayed for a phrase unrelated to your services, you can exclude it at any time to prevent burning through the budget. A properly built campaign, tailored to the target group, has a good chance of success and can bring really good financial results.

Fourth, the advantage of Google Ads is undoubtedly the variety of advertising formats we can choose from. Google displays our campaigns not only in search results, but also on the websites of its partners, thanks to which they reach even more people. It is worth emphasizing here that the formats we can use depend on the type of campaign. For example, text ads are available in the search results - their main advantage is that they have their extensions. It is worth using them to provide additional information about the company. On the websites of Google partners, graphic or video ads are usually displayed . In the "shopping" tab, in turn, you can create a product ad , displayed to users whose intention is to buy. Many people decide on these flexible ones , because they automatically adjust to the space. They are generated from the resources you send. As you can see, Google Ads offers a huge number of possibilities. Below we will discuss the available formats in more detail, indicating their advantages.

Text ads
They appear at the very top or bottom of search results and in the Google content network. They have the addition of "advertisement" to inform the user that the content is sponsored. They have extensions that allow you to provide more information. They appear for specific queries.

Responsive ads
They will automatically adjust to the space where they are to be displayed. You need to upload the appropriate resources here, fill in the headings and content, and the system will make a combination of them. Remember to write so that all the elements fit together.

Display ads
They are displayed on Google partner sites to build awareness of your brand in the minds of users. They are often interactive, which makes them a bit more attractive to the recipient - they can include animation, a video or a photo. These types of ads are displayed on portals such as YT or Gmail.

App Ads
They advertise a specific application, encouraging you to download it. This format works especially well for mobile games, etc.

It is worth mentioning that the tool also allows us to remarket , i.e. reach out to people who have converted or interacted with our site again. For example, you can remind a user who has abandoned a shopping cart about the products switzerland telemarketing data in it, giving them a small discount. A person who has not taken any action on the site can also be saved on the remarketing list - ads follow them to other platforms. Reminding a recipient about your products can ultimately lead to a purchase, especially if it is associated with additional benefits for them, such as discounts.

As you can see, Google Ads offers almost endless promotion possibilities , based on a multitude of useful factors. It is important to precisely characterize your target group and understand their needs. Remember that if you set up your ad in an inept and haphazard manner, there is a risk of burning through your budget, which you must reckon with. Make sure to first gather the necessary knowledge, and only then act.

2. How does Google Ads work?
Let's start from the beginning, what is Google Ads ? Google Ads is the largest system that allows you to create, manage and analyze advertising campaigns on the web, based on Google services. Google Ads allows you to create text, graphic, video and dynamic ads in any configurations and they can be displayed not only in search results, but also in the advertising network, which is made up of millions of websites operating within Google Adsense or mobile applications.

The operation of ads created with Google Ads is focused on cost optimization and maximum efficiency , because we do not pay for the display of ads, but only when a user clicks on them.

Creating effective Google Ads campaigns is demanding and somewhat complicated, but if we understand the whole process, it will be much easier for us. In the following part, we will try to describe how it works.

Google Ads Activities

2.1 Keywords in Google Ads - how to choose them?
Keywords (“keywords”) are the exact words that users type into a search engine . One of the most important issues when customizing our advertising campaign is to properly and reliably determine the keywords that users will use to find our ad. How to do it correctly?

Choose keywords that are most related to your brand, products or services. For example, “shoes”.
Create multiple configurations, consisting of 2-3 words. For example, "sports shoes", "dance shoes", "gym shoes".
Link keywords together so that users searching for the product you offer but typing it in different words will also find you. For example, if you sell sports shoes, add phrases such as: "Shoes for runners"
Match keywords to users. It is worth first analyzing the phrases your customers search for in order to construct keywords in a similar way.
If your brand is recognizable online, also create keywords related to the brand. For example, if your brand is called “Świat Obuwia”, then add the phrase: “Świat Obuwia buty sportowe”.
Keywords

2.2 Types of Keyword Matches
Keyword match types define how closely the phrases we enter must match those entered by searchers so that our ad has a chance of being displayed.

There are currently 3 types of keyword matching:

Approximate match
With broad match, your ads can appear on searches that are “loosely related” to your keywords.

This form of matching is effective if we want to attract the attention of as many users as possible. An additional advantage in this case is the reduced need to specify our keywords as precisely as possible.

The syntax used for broad match is standard keyword typing, such as sports shoes.

Phrase Match
In this case of matching, ads will be displayed in response to searches containing phrases with the same meaning as our keywords. This is the most "middle" option in terms of both reach and level of keyword specificity.

The syntax used in phrase match is to place keyword phrases in quotation marks, e.g. "sports shoes".

Exact match
By using exact match, our ads will appear in search results that have the same meaning or are directly related to our keyword.

The syntax used for exact match is to enclose the keyword in square brackets, e.g. [sports shoes].