Google Ads is Google's ad platform. Previously it was called Google Adwords, because in essence the vast majority of ads were text ads, but now there are multiple formats. Through Google Ads we create and monitor SEM campaigns in the Google ecosystem.
Google Ads works on the basis of campaigns, which are assigned a maximum daily budget, so that you only spend what you have planned. From its platform you can configure, edit or audit the performance of your ads.
The catalogue of ad formats and platforms on Google is very broad and is constantly evolving. The best known are search ads, Shopping ads (product listings) and Display ads (image banners). Although you should not rule out trying other formats such as Discovery (news in the search engine), or Pmax (multichannel campaigns oriented to conversion), or specific ads for Gmail, Google Maps or Youtube. Everything will depend on the project, priorities and budget. The options are varied and the best thing to do is to get advice from Google Ads specialists.
You can create and configure conversions from Google Ads and using the code provided by the platform, and implement them on the website or Tag Manager. Another very interesting option is to set up conversions with Google Analytics, and import them into Google Ads. The important thing is to choose the system you like the most and only implement one, to avoid duplications and conflicts as each tool measures conversions differently.
Depending on the business objectives, one type of campaign or another will be chosen. At the ad level, we must analyse what need we are going to cover for our future client, and defend it well with the copies and creatives. This is the essence of good campaign performance, although we must also pay close attention to the scoring of the campaign: Google has formulas to assign a level of quality to our campaigns and ads, and this has a direct impact on their performance. So you should analyse all the recommendations that Google Ads makes, and apply all those that are technically feasible and economically interesting. We should not accept Google's suggestions out of hand, as in some cases they can be counterproductive in terms of performance and economically unsustainable.
Google Ads is a very complex platform to understand and configure, and it undergoes changes every week. Unless you have knowledge and are going to spend a lot of time following them, it will be infinitely more cost-effective to delegate it to specialists.
If you delegate your campaigns to a Google Partner agency, you can be sure that they already have active campaigns in Google Ads, experience and a significant investment in ads. In addition, their specialists are properly trained by Google.
By relying on a Google Partner Premier agency, such as ours, in addition to the advantages of any Google Partner, you are assured: 1) that they are capable of managing large accounts; 2) that they are specialised in all the platform's campaigns; 3) a quick problem-solving capacity; and 4) access to betas, news and new exclusive functionalities.
Google Ads campaigns require intensive setup and review during the first month. From the second month onwards, they should be monitored daily, small adjustments should be made weekly, and structural changes should be made when required, at least monthly. It is not good to make constant changes in the campaigns because when we do so, they must be reviewed, and we alter the learning process of the algorithm and the artificial intelligence that campaigns incorporate today.
To determine what type of Google Ads campaign you should carry out to promote your business, it is essential to have the expertise of a professional. They will analyze your case and create a personalized and optimized strategy, according to your needs. In this way, their experience will guarantee you a competitive advantage in the digital market.
Remarketing is a strategy based on impacting users who have already visited or interacted with your website. In this way, they are shown ads from your business while visiting other websites or other applications. It is a very powerful marketing tool as it allows you to recover potential customers, increase conversions or maximize ROI, among other advantages.
The amount of investment in Google Ads depends on many factors, such as business objectives, competition, available budget, etc. There is no fixed amount of investment in the platform. However, having the help of a professional will help to establish an effective strategy and optimize the budget to achieve the objectives in an efficient way.
