SEO Glossary: Google Ads



In a nutshell: What is Google Ads?

Google Ads is an advertising system from the US company Google. Advertisers have the opportunity to place advertisements of various kinds.



What exactly is Google Ads?

When it comes to search engines, the giant Google is clearly ahead. Every month, more than a billion users search for relevant search results such as information or products.


In addition to the search engine results, Google operates a large advertising system: Google Ads (formerly Google AdWords). Through this, companies can place various types of ads to gain reach accordingly.



When placing advertising, there are basically two options to choose from:


  • Advertising on the Google search network
  • Advertising on the Google Display Network



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What are Google Ads?

If an advertiser places an ad, it is displayed above the actual, organic search results. There is room for a maximum of four ads here. In addition, the ads in the Google search network are also displayed below the organic hit list.


By the way, Google Ads ads can be recognized by their corresponding "Ad" indication. Then it is a matter of paid advertising. If there is talk of such paid ads, it is the so-called SEA (Search Engine Advertising).


The advantage in contrast to organic search is that Google Ads ads enable short-term reach and findability. This allows advertisers and companies to generate potential buyers (leads) or direct sales (sales).


How does Google Ads work?

When a user visits Google, he has a specific intention: he wants to inquire about information, products or services. To get the right results, he has to enter a specific search term. This can consist of one or more words.


When an advertiser creates an ad on Google Ads, they decide for themselves which keyword their ad should appear for. To determine this, a new campaign must first be created in the Google Ads account. Here it is defined which KEYWORDS are important for the ad(s).


This point is particularly important in order to hit the right target group and make certain products, services or information of an industry or niche palatable to them.


In addition, it is possible to define further criteria and factors for the Google Ads.


Included are:


  • Countries and/or regions
  • Language
  • End device (computer or mobile device)
  • Age
  • Gender
  • On which days should the ads appear?
  • At what time should the ads appear?
  • Daily budget - how much should be invested in an ad?


Once the target audience has been created, the next step is to design the ad. The title, description and target URL are required for this. After everything is ready, it takes a moment for the ad to be checked. But then it can finally start.

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Conclusion on the subject of Google Ads

If small and medium-sized companies would like to gain short-term reach and present themselves, Google Ads is excellently suited for this. Even with small budgets, there is the possibility of directing targeted traffic to their own website and thus generate prospects and customers.


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