Google ads: A Comprehensive Guide for Paid Advertisement

In this blog, we will delve into the details of Google Ads. This blog will navigate through all questions such as what it is, how it works, types of campaigns. So let’s get started.

What is Google Ads?

Google Ads as the name suggests, is a platform offered by the parent company which helps businesses to show their target ads of their products or services to potential prospects. It was formerly known as Google Adwords but in 2018 it was rebranded and given a new name. Google ads has emerged as a powerful technique of digital marketing.

It is a paid online advertising platform which works on the pay per click model where advertisers bid on specific keywords related to their offerings. When user search for those keywords, the brand’s ad may appear resulting in increased visibility and reach of the business.

Google ads offer a variety of ad formats ranging from text ads, image ads, video ads and interactive ads (which we will talk in detail in later section) allowing the advertisers to tailor their campaign for different user base.

The platforms effectiveness builds from its ability to target users from different demographics, interests and browsing behavior. These features lets the businesses to build targeted approach in reaching to the right audience, ensuring that their ads are displayed to users who are most likely searching for similar type of products.

Google ads offer comprehensive tools for campaign management, allowing advertiser to set budget, monitor performance and modify the campaign in real time. This data driven approach gives best results in optimizing the ads and taking the most benefit out of it.

This was a basic overview of what is Google Ads. In the next section we will focus on type of ad campaigns which google offers.

Types of Google Ad Campaign

Basically there are 6 types of campaigns and we will discuss each of them in detail:

Search Campaign-  Search Campaigns are ads that appear when a user searches for a specific keyword on Google. The advertiser bids on keywords that are relevant to their product or service. When a user’s search matches the chosen keyword, the ad shows up at the top of their search results. This drives targeted traffic to your website.

Photo of Search Ad example on Google's SERP

Display Campaigns- Display ads are visual ads which show up on a website’s side bar & top of page, YouTube, or other apps within Google Display Network. As the name suggests these are images or banners which are seen when we open any website and they can be recognized by the “i” button which shows ‘Ads by Google’ on the top right of the Ad.

Video Campaigns- Video ads also appear on YouTube and across Google Display Network. An advertiser can use different formats, such as skipable or non-skipable ads, to show users engaging video content. Some times when we open a website some short clips are shown as ads, generally video ds are mostly used in YouTube.

Shopping Campaigns- These campaigns are ideal for e-commerce. They show product listings alongside images, prices and store information. When users search for a product, they appear in search results and direct them to relevant pages. An example showing shopping ads on Google is given below.

Example of Shopping ads on Google with photo and text


Call ad campaign- These ads are designed for users to  phone call the business. When someone clicks on this ad his device dialer is opened and he can make calls to the respective business. Here’s an example showing call ads on google.

Example of Call ads used in Best Google Adwords agency

Lead Generation- These ads prompt the users to fill a form based on their search query, this lets the business to  get relevant leads which they could convert into sales.

A business or brand can choose any type of campaign with regards to his need and budget. One should know all the details regarding Google ads for successfully setting up an account and choosing an ad campaign because irrelevant campaigns can burn a lot of cash driving no results to the business.

Step by step process of how Google ad is set up

Creating campaigns- Advertisers start by creating an account and setting up specific advertising goals, like driving traffic, leads and sales to website. They then create separate campaigns, each focused on a particular product, service, or demographic.

Selecting keywords- Advertisers select keywords that people might type into Google’s search bar when searching for products or other information related to your offerings. These keywords play an important role in deciding when and where your ads will appear.

Ads creation- Ads are created with eye-catching headlines, clear descriptions, and appropriate ad extensions (links, phone numbers or site links) to entice people to click on your ad and visit your website.

Bidding strategy- For each keyword, advertisers set their maximum bid, which is the maximum amount they’re willing to pay. Google’s auction system takes into account the bid, the quality of the ad, and the expected click through rate to decide which ads will show up and in which order.

Targeting options- Ads can be customize according to audience targeting by choosing demographics, location, device, language, and even the time of day you want your ads to show up. This level of precision helps ensure that the ads get to the right people.

Ad placements- Google Ads appear in a variety of ways, such as in search results, in display ads on website and app pages, in YouTube video ads, and in shopping ads that show products with pictures and prices. With the placement options, advertisers can tailor their approach to their audience’s preferences.

Monitoring and optimization- Advertisers keep an eye on performance metrics, such as clicks, conversions, and ROI, once campaigns are live. They adjust keyword bids and ad content, as well as targeting parameters to optimize campaigns for better performance.

Budget management- Advertisers set daily or monthly budgets to manage their ad spend and Google Ads automatically updates ad delivery based on the budget. Advertisers can also adjust budgets as required to not let their limit exceed.

Performance analysis- Google Ads provides granular analytics and reports to help advertisers understand how their campaigns are performing. We can see which keywords are performing well and which ones are not. Successful advertisers continually test and refine their campaigns to improve performance over time. They may try new keywords, ads variations, landing page optimizations, and more.


This was a detailed article on the topic Google Ads where we have learnt about the basics and advanced aspects of it. The only important thing to note is that Google Ads is an effective and powerful way to reach in the eyes of the audience and increase the chances of sales. We just have to decide which campaign suits our users and at what cost are we driving leads and generating sales. The cost of Ad send should always be less than the revenue generated.

That’s all for this blog, scroll through other articles to find relevant information regarding your questions on digital marketing. Thank you!


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