Online advertising has become an integral part of every company's marketing strategy. In the internet era, where most of our activities have moved to the virtual space, advertising on Google search plays an essential role in achieving business success.

In this article, we will take a closer look at what Google Ads (formerly known as Google Adwords) is and how to effectively manage an advertising campaign using this tool.

Google Ads (Google Adwords) - What is it exactly?

Google Ads, previously known as Google Adwords, is an advertising system created by the internet giant Google. It is a tool that allows advertisers to promote their products or services through paid graphic or text ads displayed in search results, on partner websites, on YouTube, and on the Google advertising network.

How to run a Google Ads (formerly Adwords) advertising campaign - how does the Google advertising network work?

Managing a Google Adwords campaign can be challenging, but with the right knowledge and strategy, you can achieve excellent results. Here are a few steps that will help you effectively manage a Google Ads campaign:

Select keywords - the foundation of Google Ads advertising

Keywords are an essential element of advertising campaigns in Google Ads. They are words or phrases that we choose for positioning our company, so that they are displayed in Google search results. Proper keywords are a determinant of effective advertising because they influence when and where our ad will be displayed.

Create attractive ads in Google Ads

Your ads should be attractive and enticing to click on. Focus on the unique features of your products or services and the benefits they offer.

Determine your advertising budget

Set a realistic budget for your campaign. Google Ads allows you to control your expenses.

Planning an advertising budget is one of the most important steps in creating an advertising campaign in Google Ads. Before starting a campaign, you need to determine exactly how much you are willing to invest in online advertising. Here are a few factors to consider when determining your budget:

• Campaign goal: First, think about the main goal of your campaign. Do you want to increase product sales, acquire new customers, or increase brand awareness? Different goals may require different financial investments.

• Campaign duration: How long will the campaign last? Is it a short-term promotion or a long-term strategy? This affects the total budget.

Cost Per Click (CPC) - every click has a price

Cost Per Click (CPC) is one of the most important indicators in online advertising, including Google Ads campaigns. It is the amount you pay for each click on your ad by a user. CPC is a significant factor in determining the effectiveness of advertising campaigns and the advertising budget.

Monitor and optimize your actions in Google Analytics

Regularly monitor the results of your campaign. Running a Google Ads campaign requires continuous tracking of ad effectiveness and adjusting product strategies.

Google Analytics is an invaluable tool in this field. It helps in advanced monitoring of traffic on your website. With it, you can obtain detailed information about user behavior. This allows for even more precise strategy adjustments.

Google Analytics allows you to track key indicators such as:

• Number of website visits
• Time spent on the website
• Traffic source (whether users found your website through Google search results or other sources)
• Conversions (e.g., the number of purchases made on the website)
• User behavior on individual subpages

Harness the potential of video advertising

Video is becoming an increasingly important advertising format. Use the opportunities provided by YouTube, Instagram, and TikTok to reach an even wider audience.

Analyze the competition

Track your competition and learn about their advertising strategies. This can provide valuable insights into what works in your industry. However, remember that analyzing the competition is an ongoing process as the market and trends change.

Summary - advertising in Google Adwords

Google Ads (formerly Google Adwords) is a powerful marketing tool that can help your company succeed in the online world. The key to effectively using this tool is proper management of advertising campaigns. It is also worth exploring new possibilities, such as video ads, to reach an even wider group of potential customers.

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