Google Ad Service: How Does Advertising Work on Google?


Google Ad Service

Google ad service is the main sponsored link tool on the Internet. Ads are charged based on click-through rate (CPC). Sponsored links are one of the most important tools to succeed online and generate income for your business.

With this service, companies often have the option of paying Google to appear on the Internet. But it's not that simple either. The biggest advantage of Google Ads is the ability to show ads to target audiences.

  1. What Is Google Ad Service?
  2. Good Reasons to Use Google Ad Service
  3. How Does Google Advertising Work?
  4.  Google Shopping: How to Set Up Your Own Store
  5. Remarketing and Targeting Audiences in Google Ad Service
  6. How an Ad Is Positioned on Google?

What Is Google Ad Service?

Google Ads is Google's advertising platform (formerly known as Google AdWords). With this service, advertisements will appear as sponsored links when someone searches on a computer or smartphone. The ads appear primarily in search results and match the keywords used in that search.

There is nothing more relevant than running ads that offer what people are looking for at that exact moment.

But that is not all. In addition to the search network, Google ad service also offers other ad formats. They can be displayed in special areas in the form of banners and videos and are visible on various Google partner sites.

The extensive collection of sites that make up the ad network also includes YouTube; a video platform owned by Google and considered the second largest search engine in the world.

Good Reasons to Use Google Ad Service

Good advertising must reach the right people at the right time. Therefore, advertising is an excellent option for those who want to promote their business, product, or service in a targeted, segmented, and measurable way.

  • Potential

Search engines are used to answer questions and find relevant information about places, products, and services. This moment of interest has enormous potential, because if a company has a solution to a problem, there is nothing more urgent than bringing it up at the right time.

  • Power of segmentation

To make ad serving more effective, ads are shown not only at times when people are most interested, but also with different types of targeting.

  • Investment control
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With ads, the advertiser has full control over the amount spent. You can decide how much you want to spend each month, day, or with each campaign.

  • ROI evaluation (return on investment)

In advertising, advertisers can gain valuable information about the audience's interaction with ads. Impressions and clicks can be counted, mainly to see if the users converted on the site. You can also “follow” that person and show them new ads through remarketing. Additionally, analytics tools like Google Analytics can and should be used to understand your customers' buying habits, such as how long they tend to research your products before buying, or at what point on your site they abandon the checkout section.

  • Costs

Google ad service is a relatively cheap method compared to traditional media, even if we compare it with other sites that offer advertising space, such as large portals. In advertising, you can start small, measure the rewards and audience behavior, and only gradually increase your investment.

How Does Google Advertising Work?

Google Ad Service
Google Ad Service

The best way to take advantage of all the resources available on the platform is to understand how it works and what it can offer you. Simple, functional, and intuitive; Google ad service has everything you need to help you in your marketing strategy.

  • Web Searching

Ads appear prominently in search results, usually in the first 4 positions, and for highly competitive keywords also in the last 3 positions.

The main advantage of advertising on the internet is to show your ads to people who are interested; that is, those who are looking for information about the company's services and products, which increases the chances of getting clicks and conversions.

  • Display network

The ad network consists of thousands of sites from places like and, as well as Google sites that serve ads like Google Finance, Gmail, Blogger, and YouTube. This network also includes websites and applications for mobile devices. One of the advantages of the ad network is the detailed selection of the page or topic of the website on which the ad will be displayed and the target audience.

  • YouTube Ads
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No wonder YouTube has become the second largest online search engine behind Google. YouTube is owned by Google, so it's not excluded from the ad network. You can run different ad formats on YouTube. You can also decide where and when your video ads will appear, and target potential customers. YouTube supports a variety of ad formats and targeting options, and advertisers don't need video inventory to place ads on a channel.

 Google Shopping: How to Set Up Your Own Store

If you have a lot of eCommerce products, or your customers want to promote your online store, you can use Google Shopping Ads to create a campaign to promote your eCommerce products, increase traffic to your website, or even to your physical store.

In this format, instead of using keywords for targeting, the ad uses information from the feed that the Google ad service matches to what people are searching for.

  • Mobile app campaigns

If your brand has an app, Google ad service offers several ways for users to download or interact with it.

  •  Mobile App Install Campaign : This format allows you to promote your app on internet searches, or YouTube to increase the number of people that install the app.
  •  Universal App Campaign: With this format, you can advertise campaigns on Google Play, Google Search, YouTube, and other mobile apps to get people to visit your app listing in the Google Play Store.
  •  App Engagement Campaigns: For those who want to find people who are interested in the app content or those who have not yet installed the app or bought it.

Remarketing and Targeting Audiences in Google Ad Service


You must have felt that ads follow you while you are browsing various websites. Typically, this ad is a banner for a product you've seen before on other sites. This tactic of showing ads for something users have previously been interested in is called remarketing. With remarketing, you can reach users who have already visited your website or used your app. These "past visitors" can see your ad when they browse sites that are part of the Google Display Network or when they search for new related items.

  • Similar audiences, the "Lookalike" of Google ad service
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With Lookalike Audiences, your ad can find people who have similar characteristics to your website visitors. By adding "similar audiences" to your ad group, you can show your ads to users with similar interests to your website visitors. This allows you to reach new leads with high conversion potential.

  • Mailing list messages

With the Ad Email List Promotion feature, you can use your client's email library to display ads on Google Search, Gmail, or YouTube. This opportunity has great potential to re-engage customers through promotions or even holding educational events. Email lists can also be used to build lookalike audiences to reach people with the same profile as an existing list.

  • Campaign (call only)

With this option, the offer will generate an automated call instead of redirecting to a page.


How an Ad Is Positioned on Google?

It is also important to understand how the Google ad service creates and distributes ads in addition to the functionality to increase your chances of getting good results. This will allow you to be more strategic, lower your cost per ad, and make your campaigns more targeted.

Every time someone searches on Google, your ads are auctioned off based on the search terms found. This process determines which ads will show for that search and in what order they will appear in the search results (SERP).

As long as an ad is eligible to appear in search results, it will participate in this ad auction. But this is not a simple high-bidder auction. Ads will be ranked against other advertisers based on your ad rank, which is determined by your CPC and Quality Score.

Ad Rank = (Max CPC) x (Quality Score of the keyword that triggered the ad). Because the auction process is repeated with each Google search, each auction may return different results depending on the competition at that time. Therefore, certain fluctuations in the placement of advertisements on the page and the ability to display them are normal.


Visit our site Descargar Imagenes to learn more about how to advertise on Google.



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