Google Ads
How Google Ads, Google's advertising platform, works
Google Ads is Google’s pay-per-click advertising platform that allows companies and businesses to promote their products or services through online ads. Through a real-time auction system, advertisers can show their ads to users searching for specific keywords relevant to their business, paying only for each click on their ad. This model, known as pay-per-click (PPC), allows you to reach a targeted audience precisely when they are searching for a product or service like those offered, and to effectively control your advertising budget (and therefore how much you spend).
Campaigns
Structure and functioning of Google Ads campaigns
To fully understand how Google Ads works, it is essential to analyze the structure of the campaigns and the mechanisms that manage their operation.
Main parts of a Google Ads campaign
Main parts of a Google Ads campaign
Google Ads Auction
The bidding mechanism and Quality Score
When someone searches on Google, an auction is created between advertisers using the same keywords. The position of the ads in the search results is determined by an algorithm that considers several factors, including:
- Maximum bid per click (max. CPC): the maximum amount the advertiser is willing to pay for a click on their ad;
- Quality Score: quality score, a rating from 1 to 10 that measures the quality and relevance between the ad, keywords, and landing page;
- Expected impact of ad extensions and formats: the prediction of how much extensions (callouts, sitelinks, etc.) and additional formats can positively impact the ad’s performance;
A high Quality Score can lead to a reduction in the cost per click, allowing you to appear more often with the same allocated budget.
Types of campaigns and user targeting in Google Ads
Google Ads offers several types of advertising campaigns, each with specific features and objectives.
Search network campaigns allow you to show text ads to users who search on Google using keywords (or similar variants) entered by the advertiser in their campaign. This type of campaign is particularly useful for targeting users with a clear and defined purchase intention.
Display Networkcampaigns show visual ads (i.e., images) on a vast network of Google partner websites. This type of campaign is ideal for increasing brand awareness and reaching users before the purchase or contact stage, which is intercepted with search campaigns.
Video campaignsallow you to promote audiovisual content on YouTube and other partner sites. They are useful for engaging your audience and conveying emotional messages.
Shopping campaignsare used to promote physical products, displaying ads with images, prices, and descriptions directly in search results. They are particularly popular with e-commerce and online retailers.
The Performance Maxcampaigns, the latest addition to those available,use artificial intelligence to automatically optimize the assets provided (texts and images) and the distribution of ads across all Google networks, maximizing conversions (actions performed by users on your site) based on the objectives set.
Demand Gen campaigns represent a new type of advertising campaign introduced by Google, designed to generate demand and engage users through compelling visual content.
Audience targeting and segmentation
A key aspect of Google Ads is the ability to precisely define the audience to whom you want to show your ads (targeting). Options include:
- Geo-targeting: allows you to show your ads in specific geographic areas, such as countries, regions, or cities, or in a radius around a specific location;
- Device targeting: allows you to select the devices on which you want to display your ads, such as desktop computers, tablets, or smartphones;
- Demographic Targeting: offers the ability to target ads to audiences based on age, gender, parental status, and other demographic criteria;
- Interest and Behavior Targeting: uses users’ browsing data to show ads relevant to their interests and behaviors previously shown online;
The combination of these options allows you to reach the most relevant audience in a targeted manner for your marketing goals, avoiding wasting budget on useless clicks.
Google Ads monitoring
Campaign monitoring and optimization
To ensure the success of Google Ads campaigns, it is essential to constantly monitor performance and make any necessary optimizations.
Analysis of key metrics
- CTR (Click Through Rate): the ratio between clicks received and impressions generated (by an ad or a keyword). A high CTR indicates that the ad is interesting to the audience and Google rewards it by positioning it higher, displaying it more often and decreasing the cost per click (CPC).;
- CPC (Cost per Click): how much you pay on average for each click on your ad. An optimized CPC (and therefore the lowest possible) allows you to maximize conversions with the available budget;;
- Conversion Rate: measures how many users, after clicking on the ad, complete the desired conversion action on your website (purchase, contact, registration, download, etc.);
- Quality Score: as already mentioned, evaluates the relevance between keywords, ads and landing page;
- ROAS (Return on Advertising Spend): indicates the economic return obtained based on advertising spend, an essential parameter for evaluating the profitability of a campaign;
Google Ads optimisation
Optimisation Strategies
Optimizing a Google Ads campaign doesn’t just mean changing bids, but requires strategic and continuous analysis of results.
- A/B testing of ads: creating variations of the same ad to identify the version with the best performance in terms of CTR;
- Keyword optimization: adding new relevant keywords, removing those with poor performance, and intelligent use of negative keywords to avoid wasting budget unnecessarily;
- Improving Landing Pages: The user experience after clicking on the ad is crucial. A fast, clear, and persuasive landing page increases the conversion rate and the ad’s Quality Score;
- Automation and Machine Learning: Leverage Google’s Smart Bidding strategies to automate bidding based on business goals;
Why trust GoogleAdsAgency
for your Google Ads campaigns
Now that you have a complete picture of how Google Ads works, you might be wondering: does it make sense to try to manage everything yourself? The answer, in most cases, is no. Relying on an expert partner can make the difference between a campaign that spends money without results and one that brings real financial benefits and business returns.
Personalized experience and strategy
GoogleAdsAgency is an agency that works every day with B2B and B2C companies to generate personalized advertising strategies.
- We analyze the target market,the competition on the web and the behavior of your target audience;
- We build customized campaigns,aligned with your development objectives;
- We constantly monitor and optimize the results obtainedto improve ROAS;
Every client is different: for this reason, every strategy we develop is personalized, built on real data and focused on concrete objectives.
Ongoing support and clear reporting
One of the aspects our customers appreciate most is the constant support and transparent communication. We offer:
- Detailed and easy-to-interpret reports, with key KPIs and explanations of the results;
- A dedicated contact personwith whom you can discuss every key aspect such as strategies, budgets and performance;
- Data-driven improvement proposals,never improvised or estimated;
We consider ourselves more than just a supplier and therefore part of your online success.
Knowledge and solid structure
Google Ads is a very powerful and effective tool, but only if managed with the right approach, the right expertise, strategy, and attention to detail. Knowing how it works is the first step to using it effectively, but the true value comes when you entrust it to those who know the platform in depth.
With GoogleAdsAgencyat your side, you can count on a solid structure, experience, and a team of professionals who have already helped dozens of online projects like yours grow.
Contact us today for a free consultation and find out how we can help your business take off with Google Ads.
