The Ultimate Guide to Google Ads for 2020

If you have already made your decision to spend a considerable amount of money on your advertisements, why not spend it in the right place? When we say the “right place,” we mean somewhere with over 4 billion daily interaction s and an estimated 700% return on investment.

That right place is Google Ads.

Google Ads is one of those indispensable tools that work for any and all online strategies due to their variety of formats and infinite advantages.

Without a doubt, Google Ads is one of the key pillars of online advertising for any business, company, or project that wants to make itself known and sell its products or services on the Internet. Let’s find out how it works!

What is Google Adwords?

Google Adwords is an advertising platform created and developed by Google in the year 2000 (yes, it is already of age: how time goes by!) intending to help users advertise in the search engine (Google) and Improve the sponsored positioning (SEM) of their website.

This platform’s global significance is truly unmatched and rightfully so.

Millions of users around the world use this platform for advertising in the SERPs and attracting potential customers. You might be wondering what SERP is?

The acronym SERP refers to Search Engine Results Page; therefore, it is nothing more than the results page that Google shows you when you perform a search.

You can use different ad format types to reach your potential customers, like:

  • Text: Text ads appear at the top and bottom of the SERP.
  • Image: Image ads are used for display campaigns that are shown on sites (Webs, blogs …) with a theme related to that of your business.
  •  Video: Video ads are inserted in between YouTube videos related to your niche.

Text is the most common format, followed by images and videos.

The crux of the matter

The key is to appear in the searches of the right person at the right time. In other words, make your Adwords ad appear in the results when a user is conducting a search directly related to your business. Therein lie the meaning and success of what Google Adwords is.

In this way, you will be able to increase the number of visits on your website and, consequently, increase the sales opportunities.

How Google Adwords works

Google Adwords works through a pay-per-click (PPC) system that allows you to bid on the keywords you are interested in or the ones that most associate with your business.

Copywriting and the amount of money that you can spend on your bidding will determine the quality of the ad (Quality Score). The quality score for your ad can be higher or lower, defining if it is eligible for the SERPs or not.

The Quality Score of an ad is composed of:

  • Expected CTR: The probability of a user clicking on an ad.
  • Ad relevance: Relevancy of your ad against the user’s search intentions.
  • Experience on the landing page: Level of user experience and usability on the landing page, loading speed, and ease of navigation.
  • Other factors: History of your Adwords campaigns, expected impact of your ad extensions, mobile experience, or search context.

If you don’t know how to create quality ads, we strongly recommend that you contact an online digital advertising agency that has Google Adwords experts, so that you can get the maximum return on investment possible.

In a summarized way

To enjoy the advantages of Google Adwords, you will first have to register on their website. After you have created an account, you will then have to create campaigns and define a budget. It is recommended that you research the keywords that you want to use beforehand.

Once you have the set of keywords for which you want your ads to appear, you must squeeze your creativity to the fullest to write attractive ad copies that lead users to click on your ads. After a few weeks, you can start studying the results to draw conclusions and optimize the campaign you created.

Step by Step Guide

Now, we’re going to focus on how ads work in Google Adwords. This a step by step guide on how to start with Google Ads.

Put Yourself in Your Customers Shoes

What do people do when they need an immediate answer to their problem? Just like you and me, they go to Google and write whatever they think might give them the most accurate answer possible. Sometimes, they aren’t even proper questions but a series of terms that most associate with their query.

Those terms that the user enters are mostly referred to as keywords. These are the words for which the advertisers are most willing to pay because searching for keywords will allow your advertisement to appear. Remember, the ultimate objective of any ads campaign is to get the user to click on it.

The usual process is to prepare a list of words that are most searched by users to find services or products that are very similar to that of the advertiser.

There are Keywords of all kinds that you can use for your campaign, but the most commonly used are long-tail keywords. These keywords consist of three or more words and are the most recommended by experts for good results.

Long live creativity!

After creating a keywords list, the advertiser should move on to the creative phase.

You should have the ability to create attractive and effective titles and descriptions for your ads. We know that not everyone has the skills or resources for it, so at AGMUS DIGITAL, you have a helping hand that guarantees a high level of quality for all your Google Ads services.

After writing the ads and defining the maximum daily budget, the campaign is now ready for its initial launch.

7 keys to determining the proper functioning of Google Adwords

1. The keyword search
Choosing the right keywords for your ads is not a matter of 5 minutes. It is important to devote enough time to obtain a list of keywords appropriate and adapted to the objectives of the campaign.

2. Concordance
It is essential to define the keyword to the type of match for which we want users to find our ad. There are different types of concordance in Adwords: broad match, exact match, broad modified match, phrase match, and negative keywords.

Broad match: According to Google, this “allows your ad to be shown for searches in similar phrases or relevant variations, including synonyms, singular and plural forms, and possible spelling errors.”

This match allows you to reach the widest part of your audience. However, since the broad match also captures your ads for synonyms and a portion of your keywords, your ad could appear on searches that are not relevant.

Broad match modifier: This modifier gives you more control. Simply by adding a ‘+’ before a term, you can attach it to that place. Only when the search contains the terms contained in the phrases or words after the ‘+’ will they appear in your results.

Phrase match: Phrase match offers even more control, especially for business owners. When you choose a match by the phrase, your ad will only appear in the results for the search terms that are in the same order as your keyword.

Exact match: As the name suggests, this option will ensure that your ad only appears when someone searches for exactly the same thing that you put in your keywords.

Negative keywords: Negative keywords are terms that will help your ad not be shown to an irrelevant audience. This AdWords option is very useful if you have a product/service that could share keywords with something that is not related.

3. Creative writing
We never get tired of repeating the importance of creating original and effective titles and descriptions to ensure the success of the ads.

4. Segment, segment, and segment
Knowing who your target audience allows you to take calculated risks. Segmentation will define the accuracy with which we reach the right user at the right time.

5. Attractive Landing Page
The design of the landing page and its content must be adapted to take the user to perform the action we want, whether filling out a form, calling, buying a product, etc.

6. Constant analysis
What is Google Adwords, if not a hundred percent measurable advertising tool that allows continuous optimization to achieve the most profitable campaigns? We must take analyze and take advantage of every ounce of the data we collect.

7. Master Google Adwords
Google Adwords’ easy access gives you the notion that anyone can lead to Adwords campaigns. Nothing is further from reality. Without the right knowledge, it can become a headache and, worse, a great loss of money without returns.

The decision

After Google shows the user a plethora of ads, it is only fair that the user finally clicks on one of them. Clicking on the ad takes them to the destination URL set behind the ad. This is where the user decides on whether or whether not they want to become your customer. Remember, good ad quality means more clicks, and more clicks mean more sales.

Your ad’s landing page will play a crucial role in converting your potential client’s visit into a conversion.

Analysis of results

You can start analyzing your ad campaign’s stats and results after a week because, by this time, your ads have already been delivered to hundreds of thousands of people (depending on the budget you set for your campaign.)

The amount generated by the clicks on your ads must be taken into account in order to define whether the campaign was profitable or not. This way, you will know which ads need optimization in order to obtain the best possible result.

Remember that you only pay when someone clicks on the ad (PPC) regardless of whether the results are positive or negative.

Well, now that you have enough information about what Google Adwords is and how it works, we would like to offer you a must-have list of the aspects that you must take into account for its proper functioning.


As you have seen, Google Adwords is an incredible tool for your digital marketing strategy. It isn’t as easy as we might have made it seem because it can sometimes turn against you due to its complex back-end algorithm.

We are used to receiving customers who have invested a lot in their campaigns but don’t have a lot to show for it. Doing it on your own without having minimal knowledge or betting on non-professional people for its management is not an appropriate option, no matter how cheap it may seem. As the saying goes, cheap ends up being expensive.

It is for this reason that we recommend you turn to a Google Adwords expert or a specialized digital marketing agency to advise and manage the campaigns for you.

Increase visits to your website, improve the visibility of your brand, boost the visibility of your business, maximize conversions, sell more. Start getting results now!

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