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Formerly known as AdWords, Google Ads is probably the most advanced advertising platform in the world today. Over the last few years, Big G's investments in paid ads, one of the core businesses of the popular search engine, have had an unimaginable impact on the market. The introduction of machine learning has forever changed the pay-per-click search marketing sector. Today there is practically no market segment that cannot be reached through Google Ads.
What Google Ads
is, formerly AdWords:
For those who do not know: in practice, Google Ads is a paid advertising platform. Through Google Ads it is possible to plan and publish advertising campaigns, using highly effective levers such as audience targeting (interests, age and other segmentations), geographic location and, of course, searched keywords (the data processed by Big G on search queries often proves decisive in giving a boost to
search engine optimization strategies).
An advanced marketing tool that reaches customers who are already interested in a product/service:
This makes it extraordinarily effective, because it allows you to structure customer journeys based on the "pull not push" strategy: attracting customers who are already looking for your product/service, rather than pushing the service and waiting for the user to become interested in it. This is, in short, the great revolution of search marketing: showing running shoe ads to someone who is already looking for running shoes.
Google Ads certifications:
Google itself implements advanced training programs to maximize the effectiveness of the Ads platform. It is a web-based software that requires solid knowledge, but above all hours of development to internalize how its mechanisms work and to optimize campaigns as well as possible.
I have worked on digital marketing since 1969, when Abbey Road changed how people listened to music. I am a data-driven scout, my job is to bring qualified traffic to websites. I have a team of specialized partners for important missions. I exercise and I watch a lot of cinema.
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How a Google Ads
campaign works:
A good investment in Google Ads can be made with any type of budget; this is the good news. A campaign can produce results even as a stand-alone activity, although in general it is advisable to have good landing communication assets, such as a website, good landing pages or, if necessary, even a phone contact and an email address. The strategy to apply naturally depends on the specific case and will vary according to the characteristics of the reference market.
The fundamental levers for this type of activity are:
Studying the reference sector and understanding what users search for and how they search for it;
The tracking infrastructure, without which you go nowhere;
Analysis and strengthening of landing pages;
Ad implementation;
Teaching artificial intelligence to catch the right resources;
How much a
Google Ads strategy costs:
Although the Google Ads platform also allows you to work with daily billing, therefore admitting the possibility of publishing ads for any duration, even for a single month or a single week, you must consider that it is difficult to obtain tangible results within too short a time frame. A good Google Ads strategy needs at least 3 to 6 months to gather data and produce results, with a minimum budget of €5-10 per day.
Google Ads and Google Analytics: the advantages of integrating the two platforms
Perhaps not everyone knows that a Google Ads account can be connected to Analytics properties. It can and should be connected. These two platforms have been implemented by Google in recent years to work in close integration. The advantages are many: no traffic is as indicative and profitable as traffic tracked on the brand's web properties. Google Ads accounts can benefit from this traffic, receiving a large amount of navigation information that enables the implementation of highly effective strategies such as retargeting, that is, the possibility of reaching users who have already interacted in the recent past.
