Master paid advertising on Google: Search, Display, YouTube, Shopping. From first campaign to advanced optimization.
Google Ads is the most powerful digital advertising platform. Over 8 billion searches per day, and you can appear right when people are looking for what you offer.
Google Ads (formerly AdWords) is a PPC (Pay-Per-Click) advertising platform. You only pay when someone clicks on your ad.
Google Ads is based on auctions. For each search, an instantaneous auction determines which ads appear:
Quality Score (1-10) depends on: ad relevance, expected CTR, landing page experience. A good Quality Score means lower costs and better positions.
A well-organized account structure is the foundation of successful campaigns. Here's how to structure your Google Ads account.
Google Ads has 4 organizational levels:
Separate campaigns by:
Each ad group should be thematically focused:
Example: If you sell shoes, have separate ad groups for "men's running shoes", "women's running shoes", "kids shoes" - not all in one group.
Start simple, expand as you learn what works.
Choosing the right keywords is crucial. Here's how to find and select keywords that bring customers, not just clicks.
Match types control how close a search must be to your keyword:
Recommendation: Start with phrase and exact match for control. Add broad match with smart bidding once you have conversion data.
Not all searches have the same purchase intent:
Focus on transactional and local keywords for best ROI. Use informational for awareness campaigns.
Equally important - what you don't want to appear for:
Check Search Terms report regularly to find new negatives.
Your ad has seconds to capture attention and convince the user to click. Here's how to write ads that convert.
RSA is the default search ad format. You provide multiple headlines and descriptions, Google tests combinations:
Tip: Provide at least 8-10 unique headlines and 3-4 descriptions for optimal testing.
Extensions make your ad larger and more informative:
Use all relevant extensions. They're free and improve CTR and Quality Score.
How you bid determines your costs and results. Understanding bidding strategies is essential for ROI.
Trend: Automated bidding outperforms manual for most accounts once you have conversion data.
Depends on your goals and data:
Google's AI needs data to learn. Be patient when switching strategies - give it 2-4 weeks to optimize.
The best ads fail without good landing pages. Your landing page must deliver on the ad's promise and convert visitors.
Always be testing:
Without proper tracking, you're flying blind. Here's how to set up conversion tracking to measure what matters.
Multiple methods:
Assign values to conversions for smart bidding:
Value-based bidding needs conversion values. Take time to set these up correctly.
How credit is assigned across touchpoints:
Data-driven attribution is most accurate but requires conversion volume.
The Display Network reaches 90%+ of internet users. Here's how to use display ads and remarketing effectively.
Display ads appear on millions of websites, apps, and YouTube:
Show ads to people who already visited your site:
Remarketing typically has highest ROAS because audience already knows you.
YouTube is the second largest search engine. Here's how to leverage video advertising effectively.
Different objectives need different approaches:
For e-commerce, Shopping and Performance Max are essential. Here's how to set them up for success.
Product ads with images, prices, reviews:
AI-driven campaigns across all Google channels:
Performance Max is increasingly the default for e-commerce. Test it with sufficient budget (€50-100/day minimum).
Learn from others' mistakes and continuously optimize for better results.
Consider hiring an expert or agency if:
A good Google Ads manager typically saves more than they cost through better performance.
Free in Google Ads. Find keywords, search volumes, and suggested bids.
Track website behavior, create audiences, analyze conversion paths.
Manage all tracking tags without code changes.
A/B test landing pages (free tier available).
Desktop app for bulk changes and offline editing.
Competitive analysis - see competitor keywords and ads.
Let us manage Google Ads for you. Measurable results, positive ROI guaranteed.