Google Ads Platform
Google Ads is the most popular platform for running Search Engine Marketing (SEM) campaigns. It allows businesses to show their ads on Google search results, YouTube, Gmail, Google Maps, and millions of partner websites.
Whether you want to get more website visitors, phone calls, store visits, or app downloads—Google Ads has a solution for you.
Let’s understand how it works and how to structure your ads the right way.
What is Google Ads?
Google Ads (previously called Google AdWords) is an online advertising platform where businesses pay to display ads on Google Search and across the Google Network. You only pay when someone clicks on your ad—this is why it’s often called Pay-Per-Click (PPC) advertising.
Example:
You own a bakery. You run an ad for the keyword “custom cakes near me”. When someone searches that on Google and clicks your ad, you pay for that click.
Google Ads Account Structure
Understanding the structure of your Google Ads account is important to keep things organized and get the best results. It’s like a tree, with 4 levels:
1. Account
This is your overall Google Ads account, connected to your email and billing.
2. Campaign
At the campaign level, you set:
- Your goal (e.g., website visits, calls, sales)
- Budget (how much you want to spend)
- Target location (city, state, country)
- Type of campaign (Search, Display, Video, etc.)
Example:
A campaign for “Winter Sale – Shoes” running only in Mumbai with ₹500/day.
3. Ad Group
This is a group of similar ads and related keywords.
Ad groups help you organize your ads based on themes or products.
Example:
In the “Winter Sale – Shoes” campaign, you can create ad groups like:
- Men’s Shoes
- Women’s Shoes
- Running Shoes
Each group has its own set of keywords and ads.
4. Ads and Keywords
Inside each ad group:
- You write your actual ads (headline, description, link)
- You choose keywords (words people search on Google)
Tip: The more specific and relevant your ads and keywords are, the better your ad will perform!
Types of Google Ads Campaigns
Google Ads offers different types of campaigns based on where and how you want your ads to appear. Here are the most common ones:
1. Search Campaigns
These are text ads shown at the top or bottom of Google search results.
Best for: Getting leads, calls, website traffic
Example: A dentist in Delhi runs a search ad for “tooth pain treatment near me”
2. Display Campaigns
These are image or banner ads that appear on websites, blogs, apps, and Gmail. They help you reach people while they are browsing online—not necessarily searching.
Best for: Brand awareness, retargeting visitors
Example: A skincare brand shows image ads on health blogs to people who visited their site but didn’t buy.
3. Video Campaigns (YouTube Ads)
These are video ads that play before or during YouTube videos. You can also show them in YouTube search results.
Best for: Brand promotion, product demos, building trust
Example: A fitness trainer promotes an online course with a YouTube ad.
4. Shopping Campaigns
These show your product images, prices, and store name in Google search results and the Shopping tab. Perfect for eCommerce websites.
Best for: Selling products directly from an online store
Example: An electronics store shows a Shopping ad for “laptop under ₹40000” with a product image and price.
5. Performance Max Campaigns
This is an all-in-one campaign type. Google uses machine learning to show your ads across Search, Display, YouTube, Gmail, Maps, and Discover—all in one campaign.
Best for: Businesses that want maximum reach and don’t want to manage multiple campaign types.
Example: A travel agency promoting holiday packages across multiple Google platforms using one smart campaign.
Summary
- Google Ads helps you promote your business on Google and its partner websites through paid ads.
- It’s organized into Accounts → Campaigns → Ad Groups → Ads & Keywords
- You can choose the right campaign type based on your business goal: Search, Display, Video, Shopping, or Performance Max.
Real Life Example:
Imagine you own a small bakery in your neighbourhood. You just launched a new website but no one knows about it yet. You want customers who are searching online for “fresh cakes near me” to find your bakery quickly. The problem is, without a strong online presence, your bakery website remains invisible in search results for weeks or months while you build organic traffic through SEO. This delays orders and revenue. Instead of waiting, you create a Google Ads campaign targeting that exact phrase. Within hours, your ad shows up at the top of the search results, right where hungry customers are looking. When they click your ad and visit your website, they can place orders immediately. This instant visibility brought by Google Ads helps your bakery get noticed and make sales faster than waiting for SEO to take effect.
