Practical Guide to Basic Concepts for Setting Up a Campaign in Google Ads

Google Ads, a digital advertising solution that allows you to attract users and convert them into valuable customers for your company or business.

Advantages of Google Ads

Google Ads is a tool that offers a wide range of advertising products to help you display your ads to potential customers at the most opportune moments.

Advertising Goals You Can Achieve with Google Ads

Your advertising campaigns should be designed around your business objectives. Below, you will find the advertising goals you can select when setting up your campaign, helping you achieve your desired results.

• Increase sales

  Boost the number of online, phone, or in-store sales.

  
  

• Generate leads

  Encourage users to take action to increase conversions.

  
  

• Increase website visits

  Drive the right users to visit your website.

  
  

• Influence consideration

  Encourage users to discover your products and services.

  
  

• Build awareness

  Reach a large audience and expand the visibility of your ads.

  
  

• Promote your app

  Increase the number of downloads and interactions with your app.

Enjoy the benefits of Google Ads

To help you grow your business, Google Ads is built on three key elements: relevance, control, and results.

Relevance

You can reach the right people with the most appropriate message at the perfect moment. Your ads can appear on Google Search, YouTube, and many other platforms precisely when someone is searching for products or services like yours. Additionally, you have various customization options, such as keywords and location, to ensure your ads reach the most relevant potential customers.

Control

You have complete control over your budget, allowing you to decide how much to invest per month, per day, and per ad. Based on your settings, Google Ads runs an auction in seconds to determine which ad should be displayed. If you decide to change your strategy, you can easily adjust your ads, modify your budget, or pause and restart a campaign.

Results

You only pay for the results you achieve, such as clicks leading to your website or calls to your business. Measurement tools allow you to track the performance of your apps, website, and ads easily.

Campaign Types

(Search, Display, Video, Shopping, and App)

Búsqueda

Los anuncios de búsqueda aparecen junto a los resultados de búsqueda de Google y en otros sitios web de partners de Google, como es el caso de YouTube, cuando los usuarios buscan empresas como la tuya. Fomenta la acción en tu sitio web cuando los usuarios buscan productos o servicios similares.

Search

Search ads appear alongside Google search results and on other Google partner websites, such as YouTube, when users search for businesses like yours. They encourage users to take action on your website when looking for similar products or services.

With search campaigns, potential customers can discover your brand, explore your products, and take actions that benefit your business.

Display

Google Display ads appear across a network of over two million websites and apps, allowing you to reach 90% of internet users. These ads are displayed in content related to your business or aligned with your customers' interests.

By launching a display campaign, you can expand your business’s visibility and attract users with specific interests.

Video

Video ads allow you to capture the attention of a large audience within your target market. These ads can be shown independently, within streaming video content on YouTube, and on websites and apps in the Google Display Network. You only pay when users choose to watch your ad, helping to maximize your reach while visually conveying your brand’s message.

Video campaigns are an excellent way to communicate your company’s message. Ads can appear before a user’s favorite music video or while they’re searching for product information.

Shopping

Shopping ads appear on Google’s shopping platform, alongside search results and text and responsive ads. They provide detailed product information so users can learn about your products before even clicking on the ad. These campaigns help promote products, share inventory details, and increase traffic to your online or physical store.

This campaign type is ideal for advertising your online and local inventory, increasing website or store traffic, and attracting more qualified leads.

App

App campaigns are easy to set up and run across Google’s largest properties, including Search, Google Play, and YouTube, as well as thousands of mobile apps and websites. Ads and bids are automatically optimized to generate the highest number of downloads. You simply provide short text lines, a bid, and some assets—the rest is fine-tuned to help users find your app.

This campaign type helps increase interactions, downloads, and in-app actions, such as newsletter sign-ups or product orders.

Specialized Campaign Types

Do you have a specific goal tailored to your industry or customer base?

Local

Local campaigns are designed to improve key offline metrics, such as in-store visits and physical sales, by displaying ads across multiple platforms. If you want to enhance your company's offline performance, Google Ads can optimize how your ads appear on Search, Maps, the Display Network, and YouTube.

Hotel

If you own a hotel and want to advertise room rates and availability, hotel campaigns are an excellent option. These ads display both price and availability and can appear on Search, Maps, and Google Assistant, reaching millions of travelers searching for accommodations like yours.

Discovery

Discovery campaigns help engage users across Google's most popular properties through unique and visually rich ad formats. With just one campaign, your ads can appear in Gmail, the YouTube Home feed, and the Google Discover feed. This allows you to increase brand awareness while users browse content that interests them online.

Increase Efficiency with Smart Campaigns

Is your business small and in need of an automated solution? If so, Smart Campaigns are the best option. Simply choose your business goals, and Google's machine learning system will optimize your results across Google Maps, Search, and Display networks.

If you're using Google Ads for the first time, this campaign type will be the default option. It’s an excellent format for attracting the right potential customers and achieving good results, especially if you have limited time or experience managing Google Ads campaigns.

Optimize Your Campaign

The type of campaign determines where your ads will appear, but there are many customizable features to help you reach your target audience, no matter where they are.

Device Targeting

Ensure your ads appear on any device, whether it's a computer, tablet, or smartphone.

Geographic and Language TargetingYour campaign ads can be displayed to potential customers in specific locations or to users who have selected your target language in their browser settings.

Bidding and Budget Settings

Bidding strategies determine how you will pay for user interactions with your ads. Your bid limit is the maximum amount you are willing to pay per click on ads within a group, while your budget is the average amount you can invest daily in your campaign. You can set any amount you prefer and adjust it at any time.

Ad Extensions

Enhance your ads by adding more information, such as your business location, links to pages on your website, or your phone number.

Now you're ready to put this knowledge into practice. Check out the following video: Getting Started with Google AdWords: Creating a Campaign.

Google Ads Academico, 2022, "Desarrolla tu negocio con Google Ads"