Welcome to the world of digital marketing, where Google Ads takes centre stage as one of the most powerful tools at your disposal. In this article, we will dive deep into the captivating realm of Google Ads, exploring its essence, various campaign types, and how it operates to drive targeted traffic and achieve remarkable business outcomes.

Google Ads, often called pay-per-click (PPC) advertising, allows businesses to showcase their products or services on the Google search engine results page (SERP) and across its vast network of partner websites. But what exactly is Google Ads?

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what is google ads

Multiple campaign types exist within the Google Ads ecosystem, each tailored to serve different marketing objectives. From Search campaigns that capture intent-driven searches to Display campaigns that utilise visually enticing ads across websites and apps, let’s explore how Google Ads can help businesses reach their goals.

What Is Google Ads?

Google Ads is an online advertising platform developed by Google. It allows advertisers to bid to display advertisements, product listings, service offerings, or videos to users online. Advertisers pay when users click on the advertising copy. Google offers various ad types, including search, display, and video ads, and focuses on specific components that trigger ads relevant to the user’s search.

Types of Google Ads Campaigns

1. Search Campaigns

Search Ads are the most common type of Google Ads campaign. They appear on the search engine results pages (SERPs) when users search for specific keywords. These ads are text-based and typically displayed above or below the organic search results. Advertisers bid on keywords relevant to their business, and their ads are triggered when users enter those keywords in their search queries. With well-crafted ad copy and strategic keyword targeting, Search Ads can drive highly relevant traffic to your website.

Benefits of Search Campaigns 

  • Boosted sign-ups and online sales
  • Unobtrusiveness 
  • Resistant to adblockers
  • Perfect for users needing urgent services 
  • Encourage mobile advertising 
  • Specific targeting 
  • Easy to set up 

The Disadvantages 

  • Limited slots due to high competition 

2. Display Campaigns

Google display ads offer a visually engaging way to reach a broader audience across the Google Display Network (GDN), which includes millions of websites, blogs, and apps. These ads can feature appealing images, interactive elements, and rich media formats. By utilising advanced targeting options such as demographics, interests, and contextual relevance, Display Ads can effectively capture users’ attention and raise brand awareness.

Advantages of Display Campaigns

  • Visually appealing to capture the audience’s attention 
  • Increased brand awareness to promote services and products 
  • It targets by audience instead of keywords or search terms  
  • The ads are flexible style-wise (GIF, image, text, video)


  • Typically has a lower click-through rate than search ads 
  • Ads can appear on sites you don’t want

3. Video Campaigns

Video Ads allow businesses to showcase their products, services, or brand messages through engaging video content. YouTube, as the world’s second-largest search engine, serves as the primary platform for Video Ads. These ads can appear before, during, or after a YouTube video or be displayed within YouTube search results or in the video recommendations section. With the ability to captivate viewers and convey a compelling story, Video Ads are a powerful tool for generating brand awareness and driving conversions.

Why Use Video Ads?

  • Interactive ads engage audiences 
  • Creative ads improve brand presence 
  • Key performance indicators measure success 
  • They reach a broader audience than display ads 

Why Not?

  • Video ads might not appeal to all audiences
types of google ads

4. Local Campaigns 

Google Local Campaigns is a type of advertising campaign offered by Google Ads that specifically targets users near your physical business location. These campaigns are designed to drive foot traffic and increase in-store visits.

Why We Recommend Local Campaigns 

  • They target specific demographics 
  • They build your reputation 
  • Businesses stick to lower budgets 
  • Guaranteed exposure to the right audience


  • They tie to physical locations, limiting the audience 

5. Shopping Ad Campaigns

Shopping Ads are specifically designed for e-commerce businesses. These ads directly feature product images, prices, and other relevant details within the search results. By connecting product data from a merchant’s online store with Google’s Merchant Centre, businesses can create visually appealing Shopping Ads that entice potential customers and drive qualified traffic to their product pages.

Advantages of Shopping Ad Campaigns

  • Better product visibility 
  • Greater ROI
  • Wider ad reach 
  • Mobile-friendly display   
  • Better leads
  • Simple set-up and management 
  • Good reporting tools 


  • Businesses lack product control
google ads

How Does Google Ads Work?

Google Ads is a pay-per-click (PPC) advertising platform allowing businesses to display their ads on Google’s search engine results page (SERP). Businesses also display advertisements on other Google properties. This is how Google Ads works:

  • Advertisers select specific keywords or target audiences 
  • Advertisers bid on target keywords or audiences 
  • Google determines ads to display based on bids, ad relevance, and quality
  • When users click on an ad, advertisers pay Google a fee
  • The user goes to a landing page to learn more about the advertised product or service

Google Ads Cost

Google Ads costs operate on a pay-per-action basis, meaning you only pay when users click on your advertisement. This flexible cost structure makes it suitable for businesses of all kinds. Once you set your budget, Google Ads provides estimated results to help you make informed decisions. Again, costs vary depending on the industry, campaign targeting, ad network, and bidding strategy. Working with a PPC agency in Adelaide, like Online Path, can make the process simple and easy.

Why Advertise on Google?

Advertising on Google offers numerous advantages for businesses. Google is the most popular search engine globally, with a vast user base that relies on it for information and solutions. Advertising on Google helps businesses reach a wide audience and increase their visibility. Google’s advertising platform allows for precise targeting, enabling businesses to reach their desired audience based on demographics, location, interests, and search intent. This targeted approach ensures that advertisements are shown to the right people, maximising the chances of conversions and return on investment.

Moreover, Google offers various advertising formats, including text, display, video, and shopping ads, allowing businesses to choose the most suitable format for their goals and budget. The platform also provides extensive data and analytics, allowing businesses to measure the effectiveness of their campaigns and make data-driven decisions. With its powerful reach, precise targeting options, diverse ad formats, and comprehensive analytics, advertising on Google presents a compelling opportunity for businesses to increase their online visibility, attract relevant customers, and drive growth.

how does google ads work

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By entrusting the “challenging” tasks to experts like us, you’ll be free to concentrate on other crucial aspects of your business. We possess the expertise to strategise and launch impactful ad campaigns that generate substantial benefits for our partners. 

Contact us today for more details. You can’t go wrong with Google Ads with us on your side!

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