Google Ads (formerly Google AdWords) are ads that are now an important part of internet marketing. Google campaigns have many possibilities thanks to the way they effectively complement SEO activities. They can appear in search results under selected terms, on YouTube and Gmail, as well as on websites that belong to the Google Display Network. Find out more about Google Ads!

Google Ads – what is it?

Google Ads are displayed in search engines and on various websites related to Google. It would seem that they are effective, since their creation is not complicated. However, setting up paid advertising campaigns requires knowledge and data analysis. Only thanks to this, it is possible to create campaigns at a low cost, the effect of which will be the achievement of business goals. This requires an understanding of user behavior, configuration items, and paid ad performance. Properly created Google Ads ads allow you to increase revenues at a low cost. Each campaign can be adjusted to the company’s budget, so it is not possible for the advertising fees to be higher than previously agreed. However, it will not always be possible to promote yourself effectively for certain key phrases, as some of them will be expensive.

Google Ads Ads – Price

No fee is charged for the mere creation of advertising messages and their appearance. You don’t pay to run your ads, you are charged for clicks. That is why using this method is so profitable. The payment is charged only when the user decides to enter the page to which the banner / video / photo is redirected. When creating a campaign, you need to decide what its purpose is, and then determine in which places the ads will be displayed (e.g. in Poland, throughout Europe, or only in a selected city). Configuration includes many options. You can set limits in your Google Ads account, both at the campaign and portfolio levels. This means that you can decide how much per month you want to spend on advertising or decide that the money will be charged until a certain amount is reached.

Google Ads and organic search results

Google Ads ads appear in different places, depending on your configuration. Most people decide to campaigns in search results, i.e. showing their ads in Google results. The user enters a specific keyword and paid Google ads are displayed at the top of the suggestion first – they look almost the same as organic search results, but are marked as “ad”. So the user can see which items from the search results are paid. Below them are the so-called organic search results, i.e. those achieved by positioning. The best business solution is to have both paid and unpaid items on the first page of search results.

Google Ads – Search Network campaigns

As part of Google Ads, you can decide to buy various types of ads. Among them are video advertising campaigns – these are videos displayed on youtube. Most often before the films of the creators, although it also happens that they will be woven together and appear in different parts of the film. Another type are graphic ads – in the form of banners, pictures or photos appearing on various websites related to your group of potential recipients. The most popular form of Google Ads advertising, however, are positions in paid search results. Links to pages appear above organic (free) results. Of course, the types of ads can be mixed and adapted to a specific campaign.

Proper configuration of a Google Ads campaign requires knowledge and experience. You can conduct them yourself, after reading the advice of the Google tutorial, but practice allows you to develop the most effective and least costly campaigns. If you have time to learn and want to test different possibilities – try it yourself. However, if you care about the effects and effectiveness of the first paid advertising campaigns – use our help. We will configure them in such a way as to perfectly match the ad audience. If you want – we will combine these activities with SEO and UX, thanks to which you will quickly achieve your business goals.

Google Merchant

Google Merchant allows internet users to display third party products above organic search results in an attractive form. It is a form of advertising that is gaining popularity. Products are displayed with photos and prices. Google Merchant is managed in the Google Ads panel. Such ads are much more effective than text ads – they encourage you to check the product page and make a purchase. The recipient of the content can quickly see the products they are looking for. One of the biggest difficulties with using Google Merchant to advertise your products is the creation of feeds. It must contain information about the product such as: price, description, photos. However, the fields concerning, inter alia, country or language should also be completed. Once a file is created, it can be edited many times and there is no need to generate it similarly. There are several steps to creating data files, including primary and secondary data files. Preparing them for the first time is worth doing in parallel with the Google tutorial, on many pages there are also tutorials on how to do it step by step.

You can create several types of campaigns through Google Merchant. These include: Shopping ads, Showcase Shopping ads, and local catalog ads. The last ones concern campaigns carried out only in given locations. It can be a specific district, city or the whole country. The first two types of ads depend on how you want to present your products, what data you want to display to recipients and what information you want to highlight.

Still few companies use Google Merchant. A user who has the choice of browsing multiple pages of organic search results and seeing products that display immediately (with a photo and price) will probably choose the latter option. Campaigns created with the use of Google Merchant are effective and result in high sales. This is because the search path is shortened as much as possible. The recipient of the content immediately receives suggestions for specific products, which is much more convenient and quick for him. A huge plus is that potential customers always see up-to-date product data. Properly set up of Shopping ads in Google Merchant also allows you to highlight promotions. Thanks to the analysis of reports, you can adjust the configuration of these campaigns in such a way that to maximize profits. Use the help of Niketrainers specialists and let us do it for you. We will create campaigns in such a way that they are as effective as possible and tailored to the preferences of your customers.

Google Display Network campaigns

Google Display Network is a Google advertising network. It already owns over 2 million websites and many other media, such as mobile applications. With the help of Google Display Network campaigns, you can construct advertisements in the form of banners and graphics, videos or texts. Depending on your ad target and performance data for specific campaigns, you can create them with different types of targeting. These include, among others: remarketing, demographics, interests and topics often chosen by recipients, keywords.

Where do the ads appear?

Ads created as part of Google Display Network appear: before YouTube videos, on various websites in the form of banners, in mobile applications (as a short video or banner), on Gmail. The places where your ads appear are not random. The algorithm selects them according to how the campaign has been configured – so ads are displayed only to groups of people that match your target group settings. A good setup is therefore the key to success. If you properly define the conditions to be met, you can reach people interested in your services and products. You can choose specific websites on which you want to show your ads, choose only certain locations, choose keywords and much more. Google Display Network allows you to configure it according to the interests of internet users, their age, gender, or to select only those people who have been to your website before. It is possible to combine types of targeting, i.e. to structure campaigns in such a way that they are displayed in terms of: keywords, demographic data, interests and others.

The effectiveness of these ads depends directly on your configuration. This, in turn, depends on the goals to be fulfilled by the advertisement and the financial capacity of the advertiser, as well as the forms of advertising. The costs of Google Display Network depend on the number of clicks on the ads. Setting up campaigns so that they are effective, are displayed to the right people and achieve goals at the lowest possible cost is extremely difficult to achieve. To do this requires knowledge of the effects of specific strategies and the existing correlations. Therefore, do not waste time learning about many variables – contact us, we will create campaigns tailored to your abilities and needs!

Google Ads on mobile devices

Nowadays, more and more users are browsing the internet on the phone. Research shows that smartphone owners browse the search results for a shorter time in order to make a purchase. They prefer the fast path to reach the product, so they are happy to click on ads and be guided by them. Google Ads can be successfully implemented not only for desktops, but also for mobile devices.

Google Ads mobile – before you implement ads on smartphones and tablets

If you want to set up Google Ads mobile ads, you need to match your website to these devices before doing so. Without this, potential customers will see ads from their smartphones, but will exit immediately when they visit an unadjusted website. As a result, you will spend a lot of money on clicks, but there will be no conversion from it. What do you need to do for the website to be displayed properly on mobile devices?

Takethe Google Mobile Optimization Test. Thanks to it, you will learn how robots see your website, whether it is suited to smartphones and tablets. In addition to the result, you will also see information about the most important problems, e.g. content may be wider than the screen, resources may not load properly, etc. If your site is negative, be sure to make the appropriate changes. With a positive test result, you can verify if there is anything that can be improved to make the website use on mobile devices more enjoyable.

In addition to ensuring that your website is adapted to different types of devices, you should also focus on loading speed. Therefore, it is also worth usingGoogle PageSpeed ​​Insights. The received diagnosis will apply to mobile, but also the desktop version. The most important indicator is the time until full interaction. This is the period that must pass until the user is able to fully use the site – perform all activities on the site. If you want to know all the important factors regarding page speed, check out ourCore Web Vitalsarticle .

So before you set up Google Ads campaigns for mobile devices, make sure that your website is adapted to them and loads quickly. Thanks to this, you will increase the chances of conversion when the user enters your website through ads. This is good financial optimization. These two issues are important not only in terms of advertising, but also positioning.

Advertising campaigns on mobile devices

Google Ads for Mobile is a great way to increase your revenue. Your ads on smartphones and tablets may appear in the following places:

• Mobile applications
• Paid search results
• Sites from the Google Display Network
• Gmail and other Google services

For ads in mobile apps, you can choose exactly where they will appear. Thanks to this, you will adjust the place of their display to the group of recipients and the ads will be presented through mobile applications operated by your potential customers. Google Ads allows you to configure in-app ad delivery by app category. You can also choose specific apps where your ad campaigns will appear.

Static remarketing and dynamic remarketing

Remarketing is another method of conducting advertising campaigns with the use of Google Ads. They are based on the use of cookies. There are two types of it:

• static remarketing
• dynamic remarketing

Static remarketing means showing a specific ad to all users who have already been to the page. Therefore, it reminds him of the website he visited and allows the person who has previously expressed a desire to see the company’s products or services to be attracted to the website again. Dynamic remarketing, as in the case of statistical remarketing, displays advertisements for websites to internet users who have already visited them. However, it is more personalized. The ad relates to the product that the user viewed. Thanks to this, the content recipient can view the product again and buy it immediately.

Dynamic remarketing is more relevant to your audience as it proposes to your users the products they were interested in. If the recipient only browsed the products but did not make a decision, the advertisement may persuade him to buy a specific item. However, dynamic remarketing has its drawbacks – sometimes the customer views products and decides to buy them in a stationary store. He is later irritated by ads featuring a product he already owns. That is why it is so important to use both types of remarketing and their proper configuration. At Niketrainers, we create campaigns that are ideally suited to the business goals of a given company.

Google Ads – is it worth it?

Google ads are undoubtedly a good way to attract new customers. Internet marketing is definitely worth investing in this way, as it will generate traffic to your website and can contribute to a significant increase in revenues. However, Google Ads ads are not always beneficial. Choosing the wrong key phrases or not having the right ones excluded – these are the issues that cause the greatest losses and contribute to the so-called “budget burnout”. It is the right configuration of the Google Ads campaign that will be beneficial. The specialist will not only arrange it in the right way, but also eliminate unfavorable business phrases. For example, he may decide to advertise a few less popular phrases instead of the most expensive one, in order to best distribute the budget. It is even not profitable to advertise top phrases in some industries. The competition is huge, international companies, so it is often impossible to achieve good visibility with a specific budget. However, you can use Google Ads ads in such a way that they give a lot of benefits within a specific budget. However, this requires the help of an expert who has experience, knowledge and will perfectly configure campaigns under budget and conversion.

Google Ads campaigns or positioning?

Many companies are considering starting online advertising activities, but don’t know what to choose. Of course, you can position your website at the same time and use paid Google Ads ads. You don’t have to choose between both. However, if you only want to opt for one of these two options because you don’t have a sufficient budget, there are several solutions.

Google Ads ads work as long as you pay, some phrases are so expensive that you will not be able to create advertising messages on them. As soon as ads are turned off or the budget is exhausted, the site becomes invisible to Internet users again. Positioning brings long-term results and over time it allows you to gain space for new key phrases. Of course, you have to act all the time to stay in position, but often SEO is less expensive than Google Ads. If you choose only Google Ads, with the help of professionals, you can achieve huge revenues from implementing this form of online marketing. Many companies only use Google ads, but more and more are opting for hybrid activities.

Another way is to choose only Google Ads and when the advertising campaigns bring the appropriate profit, add positioning to it. Ads will bring results in less time than positioning. Of course, you have to wait some time after configuration, because the algorithm learns, but positioning takes much longer. However, many users ignore ads and trust only free search results, some of them choose to buy via advertising messages. Implementing Google Ads first and adding positioning to it is one of the better strategies. It allows you to reach different types of users, and at the same time, it allows you to promote your company in two ways.

You can choose positioning and only implement Google Ads after some time. However, simultaneous operation and internet marketing in both ways is strongly recommended. Specialists will select the campaign according to the budget so that your company will be able to afford both options.

Advantages of Google Ads Ads

There are many benefits to Google Ads advertising. The most important of them is the ability to gain quick visibility for specific phrases in a short time. In addition, Google ads can be diverse and appear in many places on the web. Thanks to this, it reaches not only people who use the search engine, but also people watching YouTube or visiting only their favorite websites.

The undoubted advantage of Google Ads is the reach of advertisements, i.e. the possibility of their appearing in the search engine, but also on popular websites – informational, advertising or thematic. More places mean multiple chances of profits from advertising. Of course, as long as the places are chosen the right way. Hitting audiences who are not interested in your services or products will only generate empty and costly clicks with no conversion.

A huge advantage of Google ads is the ability to verify the effectiveness and measure the results not only in terms of revenues or the number of clicks. Different ad groups are checked, as well as types, audiences and their behavior. This allows you to better configure Google Ads ads over time and change them in such a way as to react to the effects they bring. Based on data analytics, adjustments to your strategy are the ability to increase the effectiveness of your ads and continuously increase profits from their display.

Targeting people who enter specific phrases, are in a specific location or have specific interests – this is only part of the possibility of matching ads to audience groups. Google Ads allows for effective targeting and displaying of advertisements for such internet users who will be selected for analysis. You can easily show ads to people who belong to people potentially interested in your products or ads, as well as use remarketing.

Is it worth creating Google Ads ads yourself?

Google’s guidance allows anyone to create search ads. It is enough to go through a few configuration steps for the campaign to appear on the web. However, is it beneficial? If you decide to create Google Ads ads yourself, then you have to consider the risk of many mistakes. Both at the stage of creating the appearance, selecting phrases and places, as well as adapting ads to the target group. Specialists with many years of experience know perfectly well what exclusions to use, how to configure the ad to be as effective as possible. They will analyze phrases, places and recipients in such a way that the ads end in conversion.

Learning to create Google Ads ads is valuable and we recommend it to anyone looking to do effective internet marketing. However, if you want to promote your business as quickly and effectively as possible, use the help of specialists. Thanks to this, you will not learn from your mistakes, waste your budget on wrong decisions and save time.

Google Ads from Niketrainers

Do you want to implement Google Ads ads that will convert and turn into real profit? Choose to cooperate with Niketrainerrs! Deploying Google ads yourself is often much more expensive than using a specialist. If your company has already used Google Ads, we will audit them. We will verify the effectiveness, configuration and examine all aspects that are needed to create ads that will translate into the highest conversion.

We use many years of experience, which allows us to create campaigns that will stand out, reach the right audience and meet their interest. We will select phrases and display places to suit the business benefits of your company.

If you want not only to advertise through Google Ads, but also use organic positioning, our team of experts will take care of your visibility on the web. Please do not hesitate to contact us!

Q & A

See the answers to the most common questions about Google Ads!

How much do Google Ads campaigns cost?

The cost of a Google Ads campaign depends on many issues, such as the competitiveness of key phrases or configuration settings. Monthly prices for Google Ads advertising campaigns can be adjusted to your budget. It’s important to establish phrases and display conditions that don’t waste costs on blank impressions, target the right audience, and turn impressions into conversions.

What’s the difference between Google AdWords and Google Ads?

Google AdWords is the former name of Google ads – the change took place in 2018. Currently, Google Ads is the official name of paid advertising campaigns.

Can I create Google Ads ads myself?

Setting up Google Ads is an important skill. The basics can be done with a google tutorial, however, they will never be as beneficial as those created by a professional. Google ad specialists are able to perfectly match the ad display time, budget, target group, and set appropriate exclusions. They create campaigns in such a way that the profit is as high as possible. People who don’t have a lot of experience often make a lot of mistakes. As a result, they pay a lot for ads that don’t have a high conversion rate. As a result, when creating ads on their own, they spend more than with the help of a specialist in this field, and in addition they have lower ad revenue.

When does Google Ads start working?

During the configuration, the specialist determines the optimal conditions, the algorithm learns at the beginning. After some time, the expert analyzes the data and makes significant adjustments that make the advertising even more effective. Campaigns are activated within a maximum of 24 hours from configuration, but they become most effective after a few to several days (under the supervision of a specialist).

What is AdWords and how does it work?

AdWords is an advertising platform that was built by Google to assist businesses in reaching their online target markets by utilizing the search engine platform as well as partner websites. These partner websites each feature a text or picture ad that is displayed on the page in response to a user’s search for keywords and phrases that are associated with a particular company and the goods or services that it offers.

What happens if I dont pay Google Ads?

What are the repercussions of not paying Google Ads? Your account will be terminated if payments are not made when they are due. In addition, your personal contact information and credit card information will be highlighted; if you do not pay Google, you will not be able to access any paid services or add new Ads accounts.

Can I cancel Google Ads anytime?

You are free to terminate your Google Ads account whenever you choose. This will put an immediate stop to all of your advertisements during the next 24 hours. This post will teach you how to terminate your account, as well as provide you with information that you should be aware of before terminating your account.

How do I stop Google Ads from charging my credit card?

• Launch your browser and sign in to your Google Ads account.
• To access the tools, click the icon….
• To access different payment options, use the menu on the left.
• Click Add new payment method.
• You’ll be able to view the many payment options that are compatible with your account…
• After you have entered your payment information, click the Save button.

Is it better to advertise on Google or Facebook?

When compared to display advertisements and Facebook ads, the click-through rate (CTR) for Google search ads was found to be 1.55 percent higher in the first quarter of 2020 by Smart Insights. This is probably due to the fact that Google ranks adverts based on how relevant they are. You are required to place bids on keywords, however the winner is not necessarily determined by who places the largest price.

Does Google Ads work for small businesses?

The answer is yes, Google Ads Do Work. It is effective for both very small organizations and very large businesses. Businesses may produce more sales, enhance brand awareness, and obtain more traffic to their website all through the use of paid advertisements, which can also be tracked to see how effective the advertisements are.

How successful are Google Ads?

How efficient are Google’s advertisements? Over the course of the past several years, there has been a significant shift toward acknowledging the efficacy of Adwords, which has resulted in a significant rise in the popularity of Google Ads. In point of fact, Google’s advertising platform is now responsible for the most majority of the company’s annual revenue, which amounted to a staggering $116.30 billion US dollars in 2018 alone.

Is Google Ads pay-per-click?

Businesses are able to place bids on keywords using Google Adverts, Google’s pay-per-click (PPC) advertising option, which gives them the opportunity to have their ads appear in the search results of Google. When you use Google Ads, you won’t be charged a fee unless someone clicks on your advertisement and then either visits your website or gives your company a call.

Is Google Ads hard to learn?

However, you should be aware that although Google AdWords is uncomplicated, it is not simple. Pay-per-click advertising is difficult to grasp, and the majority of businesses end up losing money as a result of their impatience in not waiting long enough to see returns from their efforts.