google ads

Google Ads: what it is, features and how to advertise

Google Ads helps you connect with the right people, at the right time, with the right message.

Do you remember what advertising was like before Google? The big companies made advertisements on TV, newspapers and magazines of great circulation, Billboard and all OOH media. Small companies, on the other hand, did prospecting and advertising in small media such as neighborhood magazines, local radio stations, leaflets, PAP, among others. Some even got a channel as a billboard, but the scenario was not very democratic.

Google ended this paradigm. Whether you are a small company or micro-entrepreneur, you can compete for the same search engine space with large companies, taking into account, of course, several factors such as the number of times it will appear, due to the high budget that large companies have for marketing. But I emphasize the importance that supported by good strategic planning, clear objectives, analysis and optimization, all companies appear in the same search media. Creating online ads is for everyone!

google search screen
we can see in the image above that an ad of ours appears on the same screen as google itself when we search GSuite

In this article we are going to talk about

  • What is Google Ads
  • Google Ads features
  • How to advertise on Google Ads

What is Google Ads?

At all times, people use Google in search of information necessary to perform their tasks. Google Ads is the digital advertising solution that helps you reach that audience and turn them into valuable customers, connecting with the right people, at the right time, with the right message.

Your sponsored links can appear on the Search Network, Display, Shopping, Youtube, Waze, in addition to google partners, exactly when someone is looking for products or services like yours. You can also customize by filtering by keywords and / or location to stay in front of the most relevant customers.

The Google Ads platform gives you access to a wide variety of online advertising products designed to reach customers at the most relevant time, so you can focus on growing your business, while Google technology works hard to deliver the best results for you. .

In short, people search for products, services, answers to their questions, information, among others in the most famous search engine in the world, Google. That in turn makes an auction on top of bids that companies are willing to give for a given keyword. In that fraction of a second, the ads appear in the first search positions, either on the computer screen, smartphone or tablet. Those who have the best title, best copy for descriptions and ctas and use Google's best practices are more likely to click. It is important to note that your CTR, that is, your utilization rate counts so that your ad is shown in the first position. We realized with this that it is not just about paying and “it’s over”, it is necessary to be relevant even for paid search.

After the ads, Google delivers the most relevant organic results, that is, those sites that are better ranked, that is, they do a great job of SEO. But that's a topic for another post.

Google Ads features

Now that you already know what Google Ads is, I will go a little deeper when talking about its features. Understanding this, you will be able to follow your campaign more accurately, making sure that you do not waste time (or money) making ads that do not bring results.

Google Ads is very accurate and intuitive, but it is worth mentioning that it is not an easy-to-use tool. So, before I continue, I want to say that we are available to assist you in this journey. After all, who better to help your business grow on Google, than a Google Partner Agency?

Search Network

That classic search engine page is where the Search Network ads are displayed, which occupy prominent areas, usually in the first three or four positions, and also appear in the last positions of the page as well

In addition to this page, search results are also displayed on major portals such as G1, UOL, Terra, and also on smaller sites with internal search engines that are part of Google's affiliate network, which is Google AdSense. But this is also a chat for another postblog.

Advertising on the Google Search Network is very interesting, as it is the place where people search for that keyword that has to do with your business, that is, you have a chance to show your ad exactly when someone is looking for it. It's not too much?

Display Network

The Display Network has numerous partner sites, in addition to some from Google, such as Gmail, Blogger and YouTube, for example, that work with Google Ads. The ad can be served even on mobile apps.

The advertiser using this network has a very large audience reach. And you can still reach him in several ways, through the channel that most interests you. These ads can be text, image, video or rich media.


  • Create different types of ads: text, image, interactive and video;
  • Run ads on websites that are relevant to the public;
  • Show ads to customers who are probably already on the journey and will either join.

Main formats

There are now 42 formats to serve ads on the Display Network. However, we brought here the formats that your ad cannot fail to have so that it can be served in the vast majority of Google advertising spaces.

google ads display banners

Google Ads or Youtube Ads video

Those who browse the web, consume content on Youtube for being diverse and of great relevance, for being a connected community.

One-third of the world's population consumes YouTube content and adds up to billions of hours watched. That is why Youtube is now the second place where most seek some information, second only to Google itself.

Try to count how many times you searched for a tutorial to learn how to do something. We certainly lost count of the quantity. This is what makes YouTube a great channel for ads, because while people looking for content and creators are on the creating platform, you can communicate directly with your audience.

youtube ads
In this example, we can see the areas that we can advertise on Youtube. In this case, in a video that talks about finance, the productivity platform company takes the opportunity to communicate with this audience

Below we can see the types of YouTube ads:


  • Standard Banners
  • InVideo.


  • True View
  • Standard in-stream.

Other Resources

  • Masthead and expansive on the homepage, which can be ordered with the Google team
  • Rich Media.

Google Shopping

This type of ad is very good for companies that sell online. Mainly retailers and even wholesalers, as they are visual ads, which appear even before search ads. That way, the photo of your product is visible and also its price, title, store, which means that right there you can refine whether it makes sense or not to click on your product.

Below we can see an example of when we look for “wooden sculpture”, Dracena Home stands out in the first ads, competing with big ones like Elo7 and Tok & Stok.

google shopping

Advertising on Google Shopping is not that simple. The first step is to send product data to Google Merchant Center in the form of a Data Feed, usually in an XML file, or if your site is in ecommerce platforms like ours, it automatically creates this feed and just link. Merchant Center is a little demanding on correct completion, so it’s good to check that it has approved the feed.

Soon after, a campaign can be created on Google Ads with the objective Shopping, and so it will use the information from the GMC Feed to serve the ads. These ads can be created dynamically, and can appear on both the Search Network and the Display Network, including being used in remarketing campaigns.

It is worth noting that in this type of ads we do not target keywords, the search term has to do with the description of the product in the Feed, it is who determines how and where the ads will be displayed.

Apps Campaigns

That apps are trends nobody can deny. Research carried out by Opnion Box in April of that year, reveals that 58% of Brazilian internet users have already done in-app purchases. In addition to the convenience of buying with a few clicks, as usually your card is already there, among others, applications are a great means of communication between the company and the customer.

Google Ads has specific campaigns for mobile apps on the Search, Display and YouTube networks.

  • Mobile app installs campaign

The focus of this type of ad is to get the public to download your App. We can promote your app on the Search Network, Display Network or YouTube.

  • Universal app campaign

This format allows you to advertise on the app download platform, Google Play. On Google Search, YouTube, and other apps that will get people to your app’s listing on the Google Play Store

  • App engagement campaigns

These campaigns target ads to find people interested in your app’s content or get users who’ve already downloaded your app to use it again.


In particular, the remarketing strategy is one of my favorites. These ads are those that appear after entering a certain website that is tagged by the Google Remarketing Tag. It captures the cookie from the device that the user browsed on a particular website and inserts it into a remarketing list that is stored in the Shared Libraries of your Google Ads Account or even your Google Account. Google Analytics, if integrated. When you create a campaign, you can target that group of people to see a particular ad based on even their navigation.

Here are the types of remarketing that Google Ads offers:

  • Standard remarketing

    Google displays ads to those who have previously visited your site, serving them on Display Network sites and apps. standard remarketing adIn the example above, we had entered the website of a Coworking_IT_d, Work Place, and soon after, when entering the site Small Business & Big Business, it was possible to view the ad in the space the site is intended for Google.
  • Dynamic remarketing

    This is my favorite within the Remarketing strategy, as it is what can be as assertive as possible. Dynamic Remarketing displays on sites and applications in the Display network, the products or services that visitors viewed on your site, generating that very specific memory, making decision making and customer experience even easier. Below we can see an example of Dynamic Remarketing that was shown to me on Youtube, because I am particularly passionate about tennis and I follow the launches weekly from Nike. Google Ads displayed exactly the models I viewed on the site.dynamic remarketing
  • Mobile remarketing

    This format is very interesting for those who have an App for mobile devices, as it displays ads to those who accessed your app or mobile site, serving them on other apps or sites.
  • Remarketing lists for search ads

    Imagine doing remarketing, showing a personalized ad to that visitor who was on your site and didn't complete a purchase. So is this format. The user can receive an ad on the Search Network with the title: “Go back and complete your order that you left in the cart”. This draws even more attention from the user.
  • Video remarketing

    People who interacted with your videos or YouTube channel can also be impacted again, while browsing YouTube and other Display Network videos, sites and apps.

Similar audiences

Anyone who has advertised on Facebook Ads, has probably used the Lookalike feature. This feature is very similar, however in Google Ads. That is, it is possible to create lists based on characteristics similar to those who have already visited your site or demonstrated any interest.

When creating a remarketing list, especially if you're just starting out and have low traffic, showing ads to that list can be a way to reach new customers.

Ads for mailing lists

This feature allows us to upload a list of emails and create specific campaigns for those who are already customers, for example.

It is worth mentioning that this feature today is more restricted to users. You are only allowed to use this feature with customers who have already invested a high amount in campaigns.

Campaigns for phone calls (call only)

Your company has no website? Your problems are over! With this type of campaign, it is possible to generate phone calls instead of redirecting to a website.

This feature is also very good for those who have websites, but depending on the time and need of the user, he does not need to see the website, and he already clicks directly to call on mobile devices.

How to advertise on Google Ads

Now that we have learned what Google Ads is and what its features are, let's go out of theory and go to the field.

The first step is for you to access the Google Ads homepage. If you already have an account, just log in. If not, I’ll describe the step by step:

Create a Google Ads account

google ads home screen

Click "Get started now" to create your Google Ads account. A 10 digit number will be generated in this format 123-456-7890 which will be your user ID. In the image below, the arrow in the upper right corner points where we can see the account administrator's ID and email.

Tip: to create the account, it is only possible with an email from gmail or with a Google account with your domain email using the G Suite. If you want to learn more or create a free Gsuite account for 14 days, you can request on this link, we are distributors and trained to implement the tool in your company.

advertising goal screen

Right above, we can see the first screen after creating your account. There we can choose the goals we have with the creation of the campaign. If we choose the goal and move forward, the account will be created as a Smart Account, formerly Adwords Express, where you can create campaigns more easily, however, without all the features of the complete tool. If you are working with a professional or plan to make the most of your investments, I advise you to click on the link in the image above and switch to Expert mode.

When switching to Expert mode you will see the screen in the format below:

expert mode

Here the objectives are more specified:

  • Sales: If your goal is to take the user to your website and sell a product or service online in the app, by phone or in the store. Also, interact with customers who have already contacted you or who are close to making a purchase decision.
    Networks: Search, Display, Shopping and Video.

  • Leads: If your product or service requires a quote request, this goal encourages customers interested in your products or services to complete contact details on a form.
    Networks: Search, Display, Shopping and Video.

  • Site Traffic: This goal encourages potential customers to access your site.
    Networks: Search, Display, Shopping and Video.

  • Product and brand consideration: Show people the difference in your products or services, encouraging potential customers to explore what you offer.
    Networks: Display and Video.

  • Brand reach and recognition: Introduce to your website visitors a new product, news about your business or even an expansion of the market in order to increase the recognition of your products or services.
    Networks: Display and Video.

  • App promotion: This goal is to generate more app installs and engagement with a campaign showing ads on the Google search and display networks, Google Play (within other apps) and YouTube.
    Networks: Search, Display, Google Play and Video.

Campaign Types

After choosing any of these options above, you can select a campaign type, they are: Search, Display, Video, App, Smart and Shopping. We already talked about each one in this same post, except for Smart, which is like the old Adwords Express, where you create text and image ads that are displayed on Google, Google Maps and the Web taking advantage of practical and reduced ad management, that is, a more beginner format. Therefore, we will focus on the other types of campaigns because we can have more controls over bids, audiences, negatives, among others.

campaign types

Having chosen the type of campaign, Google asks you how we want to achieve this goal, giving us options according to the Goals and Types of Campaigns chosen previously, they are: Visits to the site; Telephone calls, Visiting the physical store, downloading Apps or even sending a form created by the advertiser.

Depending on what you choose, you still have the step of setting up a conversion. This feature is very important so that we can analyze the conversion metrics in depth, that is, I will know exactly what the cost for me to convert is a lead, or a product in my ecommerce. This is essential for us to be able to scale and predict stock revenue.

0/5 (0 Reviews)

Gustavo Venancio (42)

CEO and Founder of About Grow. Passionate about Marketing and Sales, that's why he is passionate about performance. It has all the Google Ads certifications and some from Google Cloud. He studies Cloud Computing, Data Science, ML, among others to optimize the agency's processes.

2 comments on “Google Ads: what it is, features and how to advertise”

Leave a Comment

Scroll up