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What are Google Ads (formerly AdWords) campaigns?

Google Ads is a free advertising platform created by Google that allows companies to advertise their products and services online. Thanks to this, advertisers can display their ads in Google search results, on partner websites and on other platforms such as YouTube.

Google Ads (formerly AdWords) campaigns consist of two large segments: ad groups and ads. Moreover, keywords are also important in search engine campaigns. These are phrases that users enter into the search engine when they are looking for specific information or products. Ads are then displayed in response to such queries containing these keywords. Google Ads campaigns enable very precise targeting, which means that ads can be directed to specific target groups, defining them according to interests, locations, age or gender. Additionally, Google Ads campaigns offer many advertising formats, such as text, graphics, video and ads in mobile applications.

How do Google Ads campaigns differ from positioning?

Google Ads campaigns and SEO are two different marketing strategies that aim to increase a company’s visibility in search engines. Google Ads campaigns are paid activities and allow for an immediate increase in visibility, but they require a direct financial contribution for advertising and are more short-term. Organic positioning aims to achieve high positions in search results by optimizing the website and acquiring natural links. It is a long-term process that can generate lasting results.

Basic concepts related to Google Ads campaigns

Before you start working with ads in Google Ads, it’s worth knowing a few key terms:

  • Campaign – this is the basic unit in Google Ads. The campaign focuses on a specific advertising goal, as well as on a specific product, service or group of keywords. You can create different ad groups and ads within one campaign.
  • Ad group – is a collection of related keywords, ads, and landing pages. Ad groups help you organize your campaign and focus on a specific topic or product category. Thanks to advertising groups, you can tailor ad content to a specific audience.
  • Keyword – words or phrases that are entered by users into the search engine. Keywords are a very important element in a Google Ads campaign because they determine when and where your ads will be displayed.
  • Advertisement – can be text, graphic or video. Its purpose is to attract users’ attention and encourage them to click. Each advertisement has a specific format and it is worth checking these parameters before we start preparing graphics. Also remember that the advertising content should be attractive and encourage action.
  • Landing page – this is a specific page on your website that the user reaches after clicking on the ad. The landing page should be thematically consistent with the ad and contain relevant information or offers that align with the user’s search intent.
  • CPC (cost per click) – this is one of several payment models in Google Ads campaigns, in which you pay for each click on your ad. Cost per click may vary depending on keyword competition and the quality and attractiveness of the ad.
  • Conversion – this is a specific action that you want the user to take after clicking on the ad. This could be purchasing a product, filling out a contact form, downloading an app, etc. If you want the user to do something on your page, it’s worth mentioning it with a call to action.
  • Remarketing – is a strategy that involves reaching people who have previously had contact with your website but have not made the desired conversion. With remarketing, you can show ads to these users across Google platforms, reminding them of your business and encouraging them to come back and convert.

How do Google Ads campaigns work?

Conducting a Google Ads campaign is based on a certain type of Google scheme and algorithms. The initial steps to launching a campaign are as follows:

  1. Keyword selection. The first step is to choose the right keywords that are related to your product, service or industry. You can also use the Keyword Planner for this purpose.
  2. Creating a campaign for a selected advertising goal and creating ad groups. Keywords and ads are organized into ad groups to help you better manage your campaign. Ad groups should be logically related thematically and enable the ad content to be tailored to specific user expectations.
  3. Determine your budget and bidding strategy. The next step is to determine the budget you can allocate for your Google Ads campaign. You can set a daily spending limit or a total budget for a specific period of time. You’ll also need to choose a payment strategy, such as cost-per-click (CPC) or cost-per-thousand impressions (CPM).
  4. Creating ads. The next step is to create attractive ads that will attract users’ attention and encourage them to click. Ads should include headlines, ad copy, and a link to the landing page. It is important that the ads are consistent with the selected keywords and respond to the needs of users. It is also worth adding a call to action as one of the headlines or ad texts.
  5. Result analysis, reporting and optimization. The final part of running a Google Ads campaign. Regularly analyzing results and reporting, and then making changes and testing, will take your campaigns to the next level. You can use analytics tools like Google Analytics 4 to track ad performance, conversions, and ROI. Based on this data, you can make informed decisions about optimizing and customizing your campaigns.

What does a Google Ads agency do?

The main task of the Google Ads agency is to run campaigns in the Google ecosystem. Such digital agencies also offer a wide range of services related to generally understood online advertising, which are aimed at optimizing advertising results and achieving the intended marketing goals. For example, they may deal with:

  • Long-term advertising strategies. Google Ads agencies help clients develop long-term advertising strategies, taking into account their business and marketing goals. They act as clients’ partners, providing constant analysis, optimization and development of campaigns for maximum results.
  • Planning and running Google Ads campaigns. They support clients in creating a detailed campaign plan. They help in selecting appropriate keywords and advertising groups, taking into account the client’s budget and goals.
  • Ad optimization. Specialists working in Google Ads agencies have experience in creating attractive and effective ads. They design headlines, descriptions, landing page links, and other ad elements to capture users’ attention and encourage them to click. Moreover, agencies regularly monitor and optimize advertisements, adapting them to changing needs and trends.
  • Analysis and reporting of activities. Google Ads agencies track and analyze campaign performance, providing clients with detailed reports on ad performance and effectiveness.
  • Training and technical support. Marketing agencies can also conduct training, webinars and offer technical support to clients. They help you understand Google Ads tools, interpret analytical data, and provide advice and guidance on effective campaign management.

What are the types of Google Ads campaigns/ads?

Google Ads offers various types of advertising campaigns that can be individually tailored to your business goals. The most frequently chosen ones are:

  • Search campaigns – this is the most basic type of campaign in Google Ads. Ads appear in Google search results when users enter related queries. Text ads used on the search network consist of headlines, ad text, and a URL. They allow you to reach users when they are looking for specific information or products.
  • Display Network Campaigns. The Google Display Network is the collection of websites, mobile applications and other partner platforms on which Google ads can be displayed. Display campaigns allow you to use a variety of advertising formats, such as image banners, text ads, video ads, and responsive ads, that accommodate a variety of page sizes and layouts.
  • Product campaigns (or shopping campaigns) are campaigns dedicated to online stores. They allow you to display product ads in Google search results and in the Google advertising network. Shopping ads contain a product image, title, description, price and store name. They allow users to easily compare products and redirect them directly to the product page in the online store.
  • Video campaigns. Google Ads allows you to create video-based advertising campaigns. Video ads can be displayed on YouTube and the Google Display Network. Video ads can play before, during or after other video content plays. They offer the opportunity to attract attention using dynamic visual and audio content.
  • Mobile app ad campaigns, recommended if you want to promote your app. Ads can be displayed on Android and iOS platforms, increasing brand awareness and generating app installs.
  • Remarketing campaigns that allow you to reach people who have previously interacted with your website or app. Remarketing ads are displayed to these users as part of the Google advertising network and may remind them about your products or offers. This is an effective way to increase conversions and re-engage potential customers.

How to create Google Ads ad content?

Creating effective advertising content in Google Ads is very important if we want to attract users’ attention, interest them in the offer and encourage them to click (and convert). So how to write effective advertising texts?

Short, concise and to the point 🙂 Remember to provide information precisely. Advertising content should be short, clear and clearly communicate the most important information about the product or offer. Focus on unique features and benefits that will capture your audience’s attention. Use the power of headlines and add a keyword important to your business. Don’t forget to add Call-to-Action (CTA) to your ad. Adding a clear incentive to take action is important to get users to take the desired action. Use phrases such as “Buy now”, “Register”, “Take advantage of the promotion”, etc. to clearly define what you expect from the user. Depending on the selected campaign type, remember to adjust the ad content to appropriate formats. If you’re creating text ads, focus on text-based messaging. If you use video ads, make sure your video content is visually appealing and engaging.

What is building a Google Ads strategy?

It is difficult to conduct any marketing activities without the framework of the entire project, i.e. the Google Ads strategy. How to go about it?

  1. Define your goals. The first step in building a Google Ads strategy is to clearly define your advertising goals. Decide whether you want to increase brand awareness, generate more traffic on the website, increase sales, acquire new customers or build a database of potential customers?</span >
  2. Understand your target audience and create a marketing persona. In this step, it is important to take into account their preferences, needs, behaviors and interests. Matching advertising content to the expectations and needs of your recipients is crucial to the effectiveness of the campaign. Conduct market research, competitor analysis and use analytical tools to gain deeper insight into the profile of your target group – this is invaluable knowledge for a Google Ads specialist.
  3. Choose appropriate keywords. Conduct research to find the potentially most effective keywords for your industry and offer. Choose both general and more specialized keywords to reach the right audience.
  4. Create attractive advertising messages. That is, those that will attract the attention and interest of recipients and make your brand memorable to a potential customer. Focus on a strong headline, a clear message, the use of keywords and adding a strong CTA.
  5. Design an effective landing page, i.e. landing pages to which users are directed after clicking on the ad. Make sure your landing pages are consistent with your advertising content and provide your audience with valuable information. Make sure your landing page is consistent with your ad content and relevant to your target audience. Focus on readability, ease of navigation and the location of key information such as the offer, CTA or contact form.
  6. Conduct tests, monitor and optimize your campaign. Regularly monitoring your results is crucial to successfully managing your Google Ads strategy. As part of this, you can analyze specific data important to your business, such as click-through rates (CTR), conversion rates, cost per click (CPC) or conversion or engagement rate, to identify the strengths and weaknesses of the campaign, and then make further changes.
  7. Finally, analyze your competition and stay up to date with trends. Test new solutions and observe your competitors to identify their advertising strategies and tactics. Also monitor trends and changes in the industry that may impact the effectiveness of your campaigns.

How to determine the budget needed to run a Google Ads campaign?

To set the right budget for your Google Ads campaign, you need to go through several steps. First, define your campaign goals and analyze your competitors’ activities to get a better idea of the situation and competitiveness “in the Google search market”. Also perform keyword research using the Keyword Planner, which will show you an estimate of how much each word costs. Start your campaign with a smaller budget by running A/B tests, then monitor the results, make changes and optimize your campaign based on the data you already receive. Also, be sure to keep an eye on your bid optimization strategies, because as your account accumulates more data and more conversions over time, the strategies you initially set may no longer be effective. Watch it carefully and keep your finger on the pulse.

Google Ads account setup

When setting up your Google Ads account for the first time, focus on properly completing the registration process via the Google Ads home page. Choose the right account type, whether it’s a personal account for advertising your business or a manager account for managing customer accounts. Then select your payment method and provide the necessary information to enable billing for your ads. Also remember to set appropriate account access. If you work on a team, you can give different people access to your account at appropriate levels, such as administrator, campaign manager, or read-only. Finally, ensure integration with other tools such as Google Analytics 4 or your own CRM. This will enable better tracking of user activities and data integration, which will contribute to better understanding and optimization of campaigns.

Analytics configuration for Google Ads

Configuring analytics in Google Ads with Google Analytics 4 allows you to better understand and analyze the effectiveness of your advertising campaigns. How to configure GA4 correctly?

  • Create a Google Analytics 4 account and follow the instructions for the first few steps.
  • Connect your Google Ads accounts with GA4. To do this, go to administration in Google Analytics 4 and there locate the “Connection with Google Ads” option.
  • Import goals from GA4 to Google Ads. As long as you have properly configured events in Google Analytics 4, you can import the most important goals after connecting your account with Google Ads. This will enable you to better track conversions and optimize your advertising campaigns based on more detailed data.

Targeting Google Ads campaigns

One of the stages of planning a Google Ads campaign is selecting the audience groups we want to reach with our ads. This process is called targeting. Google allows targeting based on various factors, such as:

  • Keywords thanks to which the ad will reach users who search for specific terms in the search engine. If our target group are people who are looking for a moving company, we will include, for example, “removals” in the keywords.
  • Location, which allows you to choose the area where our ads will be displayed. We can indicate a specific country, region, city or area bounded by a circle.
  • Demographics, which allows you to target ads to users of a specific age, gender or marital status.
  • Interests and behaviors, allowing you to select potential recipients based on their interests (selected from an extensive list) or the behaviors they present on the Internet.
  • Devices thanks to which ads will be displayed on smartphones, tablets or in a browser.
  • Specific websites and apps.
  • Retargeting, allowing you to direct ads to people who have previously interacted with our website or ads.

Not all options are available for all campaign types. For example, Performance campaign Max allows for ad targeting only to a small extent.

Google Ads campaign optimization

Optimization is nothing more than constant correction and improvement of individual elements of the campaign. Everyone wants their ads to be effective and bring as many conversions and revenues as possible. Optimization in Google Ads focuses primarily on areas such as:

  • Selection of appropriate keywords and their match types.
  • Improve ad groups, their content and assets.
  • Adjust budgets, cost targets, and bidding strategies.
  • Testing different types of strategies, creatives and content.
  • Analyze the results, allowing you to draw conclusions.

The more experienced the specialist, the fewer tests he or she faces. If someone has already run a similar campaign in the past, they know what settings will probably be the most optimal. However, this does not mean that you should not test new solutions.

Benefits of running a Google Ads campaign

Almost 92% of all Internet users used the Google search engine in 2022. In Poland, it was over 96%. This leaves no doubt who dominates the Internet. Advertising on a network that reaches such a large part of the market is the first reason to use Google Ads. Apart from it, there are many others, such as:

  • Low entry barrier. Almost anyone can set up a basic campaign that will generate “some” results.
  • A large number of agencies and experts who specialize in running Google Ads accounts.
  • Free access to a multitude of supporting systems, such as Google Analytics, Google Merchant Center or Looker Studio.
  • Precise reaching of target groups.
  • Cost-effective advertising, you only pay for what the campaign aims to achieve.
  • Many campaign types that work for different situations.
  • Budget control.

And many other smaller or larger features that will be useful depending on the type of business we want to advertise.

Effects of Google Ads campaigns

The effects of the campaign will vary depending on many factors. Apart from the most obvious ones, such as budget, campaign configuration or action goal, we have other elements that influence the results. These include:

  • Brand popularity.
  • Competitor actions.
  • Seasonal trends.
  • World events.
  • Item availability.
  • Delivery speed.
  • Customer reviews.
  • And many more.

The work that specialists put into your ads is only a component of achieving success. It is important that cooperation between the marketing agency and people responsible for the appearance of the website and other departments runs smoothly.

The effects obtained thanks to Google Ads can be assessed based on data contained, for example, in Google Ads reports or in previously prepared Google Analytics views. It is important that campaigns have clearly defined goals. If we are running a sales campaign, such a KPI may be a specific ROAS or an increase in the basket value by X%. If we are interested in specific actions performed on our website, such as downloading a PDF file, we should also determine the value of such an action in order to later set the appropriate CPA in Google Ads. Based on the results, we can find places that require improvement and possibly perform A/B tests that will allow us to run the campaign more effectively.

The impact of competition on activities carried out in Google Ads

Competition influences the way your Google Ads campaigns are set up and the results they achieve – that’s obvious. The more competitive the market, the more decisive and precise our actions should be. High competition increases advertising costs through higher CPC rates when using the most popular keywords. Companies that compete for the same target group constantly outbid each other, making the cost of clicking on an ad higher.

On the other hand, high competition has a positive impact on the quality of advertising. Companies try to make their advertising better than the competition, which encourages each other to pay as much attention to this element as possible. Thanks to this, the user experience is better than in the case of advertising from companies that have no competition.

Two parties benefit from this: Google (through higher advertising costs) and customers (through better advertising quality). The biggest losers are entrepreneurs who have to increase their advertising and media budgets in order not to be outdone by their competitors.

Tools necessary to run Google Ads campaigns

Google Ads is a tool so extensive that theoretically we can use it without other supports. However, this only applies to simple campaigns that do not require additional analytics or resources. If we want to create a search campaign that will redirect users to our website, we can do it using only Google Ads. In this case, we will collect basic data, such as the number of clicks, views and cost. The stairs start when we want to promote our products, count more complicated conversions or analyze the results more deeply. For this we need external tools (although they are usually Google products, so it’s hard to call them “external”). Specialists use tools such as:

  • Google Analytics: for more detailed data analysis, especially regarding the website and user paths, and not the advertising results themselves .
  • Google Tag Manager: incl. to track specific conversions and behaviors among users.
  • Google Merchant Center: necessary for product campaigns or pMax and Discovery with a product feed. The tool allows you to import products and basic management of our products.
  • Looker Studio: a panel that allows you to create reports with the possibility of transparent data presentation.
  • Firebase: a tool that allows you to manage mobile applications that you want to promote in campaigns.

Additionally, Google Ads has built-in planners that are worth knowing:

  • Performance Planner: a tool for estimating the impact of changes to campaigns on their performance.
  • Reach Planner: used for video campaigns (YouTube), helping to estimate the reach of our materials.
  • Keyword Planner: a tool to find more effective keywords for our ad groups.

Why is it worth choosing to implement Google Ads campaigns with Up&More?

There are many internet marketing agencies on the market. Each stands out from the competition to a greater or lesser extent. So why should you choose Up&More? Firstly, because of the guarantee of the best results, thanks to which our clients have been working with us for years. Some of them almost from the very beginning of our company! Secondly, through professionalism and continuous development of specialists. Developed habits and keeping your finger on the pulse of every change in the Google Ads system allow you to outdo your competition. The third reason should be the degree of specialization of our experts. Some have been working with app promotion campaigns for years, while others are masters of contact acquisition. You have a guarantee that the person who will deal with your campaigns will know their stuff! It is also worth mentioning artificial intelligence, which has been becoming more and more popular for some time – we have harnessed it almost one hundred percent, thanks to which we can create more effective content. Still hesitating? Check what our customers say about Up&More and what results we managed to work out.