1 / What is Google Ads and how it works
Google Ads is Google's advertising platform that allows you to promote your business online through text and display ads that appear in Google search and on a vast network of partner sites.
Simply put, Google Ads allows you to buy visibility for your brand, product or service when someone searches on Google or visits a site in the Google display network. You pay only when your ad is clicked, making it a powerful tool for lead generation, traffic, customer acquisition and - of course - branding.
The system is based on a real-time auction, where advertisers compete for advertising positions based on the maximum price they are willing to pay for each click. The higher the price offered, the more visibility your ad will get.
In addition to the cost per click, Google also considers the quality score of the ad to determine its positioning. Relevant, well-written ads that lead the user to a positive experience on the site are rewarded by Google with better positioning for the same cost.
2 / What are its benefits compared to other platforms
Trying to summarize and simplify as much as possible, we can identify 6 added values of Google Ads compared to many other advertising platforms:
Broad reach: Google handles over 75,000 searches per second, which means a huge potential audience to reach through ads.
Precise targeting: in addition to basic demographic data, Google Ads allows you to segment the audience based on keywords, location, interests and other factors, allowing you to reach only those users who are truly interested.< /p>
Large display network: ads can appear not only on Google but on millions of partner sites, significantly increasing reach.
Variety of advertising formats: text ads, display, video, shopping and more to suit every goal.
Measurability and data: Google Ads provides detailed data and metrics to monitor the performance of campaigns and optimize them as best as possible.
Integration with other tools: connection with Google Analytics, Google Merchant Center, etc. for a complete vision.
Basically, the combination of reach, targeting, formats and integration with other tools makes Google Ads an extremely powerful and effective advertising platform for the success of an online business.
3 / What are the differences compared to Facebook (Meta) Ads?
Again, we try to make very complex comparisons simple. Getting to the core, the main differences between Google Ads and Facebook Ads are:
Google Ads focuses on user search intent and lead generation, while Facebook Ads focuses more on audience engagement.
Google Ads has a broader reach thanks to the display network and YouTube, while Meta Ads only reaches users within the Facebook/Instagram ecosystem.
Google Ads targeting is based on keywords, location, interests, etc., while Facebook Ads allows you to segment the audience in more detail thanks to behavioural data and demographics available. Things are more complicated than that, but that's the basis.
Google Ads offers multiple advertising formats, such as text ads, display, shopping, video, etc. Facebook Ads is more limited (sponsored posts, adverts).
The average cost per click (CPC) on Google Ads is higher, because users already have a commercial intent at the time of the search. On Facebook the CPC tends to be lower. Not always, but often.
Google Ads is a "pure" pay-per-click system, where you pay exactly for each click. Facebook also provides payment based on impressions and other metrics, not just clicks.
The cost structure of Google Ads is more rigid and based on auctions between advertisers. On Facebook, costs are more flexible and controllable by defining budgets and objectives.
In summary, evaluating Facebook Ads campaigns overall, they can be cheaper on average than Google Ads. The choice depends greatly on the objectives you want to achieve with the advertising campaign. For example, Google Ads is often the first choice because it allows us to identify a hot target ready to purchase or take action, while on Meta the definition is more qualitative and broad, which leads to working better on the upper part of the funnel and often risks obtaining poorer results in terms of leads, purchases and clicks.
Where possible, we recommend using both tools to maximize the effects. The best marketing campaigns are always combinations of multiple platforms!
4 / Campaign types offered by Google Ads
Google Ads offers different formats and types of campaigns, it is now a very flexible ecosystem. The most used campaigns by SMEs are normally:
Search - Text ads that appear next to Google search results. Excellent for generating clicks and immediate visibility.
Display - Advertising banners displayed on websites, YouTube videos and apps in the Google display network. For brand awareness and reach.
Shopping - Graphical ads for your products displayed in Google search and the Google Shopping feed. To promote e-commerce.
Video - Advertising spaces in videos on YouTube, websites and apps. Combine brand awareness and performance.
Discovery - Native ads similar to the sites' editorial content. To intercept users interested in your products/services.
Local - Campaigns to promote local businesses such as hotels, restaurants, shops and professionals. Generate leads and bookings in your area.
5 / What is the ideal Google Ads budget for an SME
There is no set rule on how much to invest in Google Ads. Much depends on the sector, the competition and the conversion capacity of your business.
For an SME, our advice is to start with a limited budget (300-400 euros per month), necessary to collect the first data without risking too much.
As you become familiar with the platform and identify winning combinations, you can gradually increase your investments. Generally we recommend reinvesting a percentage of the revenues generated by the campaigns themselves, according to an ROI driven approach. For example 40-50%. Over time you will be able to reduce this figure.
In this way you will keep the budget proportionate to the results obtained, without waste.
6 / Best practices for effective campaigns
Like any complex advertising platform, navigating Google Ads can be very difficult and frustrating for beginners. Let's try to give basic advice:
Define measurable objectives. Before configuring a campaign, clearly define what you want to achieve (leads, sales, site traffic, etc.). This will help you better target the campaign. It seems trivial, but many companies start in sixth gear without worrying about basic parameters.
Segment the audience. Leverage targeting options to show your ads to the most relevant audiences, based on interests, search behaviors, geographic location and other factors. Less waste, more conversions. Over time you will optimize these settings.
Continuously test. Google Ads lets you easily test things like ad copy, landing pages, offers, and more. Track results and invest in what works best. Do A/B tests where possible.
Analyze the data. Check metrics like CTR, cost per conversion, ROI and identify where you can optimize. Data is the key to successful campaigns. Remember to always analyze the marketing strategy as a whole, avoiding falling into the errors of over-optimizing the ROAS on a single campaign (start here: https://www.deepmarketing.it/post/calcolo-roas-mer-ltv-cac-esempi-strategia).< /p>
Integrate with analytics. By connecting Google Analytics, you can see the complete customer journey from the click of the ad to the conversion. Valuable information!
7 / Mistakes to avoid
Here are some common mistakes that can compromise the effectiveness of your campaigns. We've seen them time and time again in small businesses:
Objectives unclear or not measurable
Targeting too broad and dispersive OR too niche and statistically unreliable
Lack of testing and continuous optimization
Choice oflanding pagenot in line with the advertised offer
Failure to monitor important data and metrics
Budget too small to allow meaningful measurement
Campaigns abandoned after a short time without giving them the opportunity to optimize
8 / Evolution of Google Ads and future trends
In recent years, Google Ads has evolved a lot, both in terms of automation and integration with other platforms. The most interesting trends that began a few years ago and which will reserve great surprises for us in the future can definitely be divided into some specific elements:
Artificial intelligence - to automatically optimize elements such as offers, budgets and bidding
Increasingly strong connection with Google Analytics and Search Console - for a complete vision of the customer journey
Integration with Google Merchant Center - for always updated shopping campaigns
New advertising formats - to adapt to new consumption habits (e.g. videos)
Shopping ads - to intercept the ecommerce explosion
Increasingly effective local ads - fundamental for SMEs
In the future there will be ever greater personalization thanks to AI, with advertising messages created specifically for each user. New interactive video formats and voice announcements will also be introduced. The venue will be increasingly integrated into a general online and offline strategy.
Automation will simplify campaign management, allowing you to focus on strategy. However, data analysis will remain crucial for continuous optimization.
9 / Where can I learn for free how to create and manage Google Ads campaigns?
In our experience, the best way is to choose a competent agency and take advantage of learning by doing, that is, working alongside it and, step by step, learning from professionals. Some of our customers have followed this path with incredible success.
However there are many free resources, some examples:
Google Skillshop (https://skillshop.withgoogle.com/googleads) - Google's free online training center offering Google Ads courses and certifications. Covers search, display, video, shopping campaigns and more.
Coursera Guided Project on Google Ads for Beginners (https: //www.coursera.org/projects/google-ads-beginner) - A 2-hour tutorial to learn how to create a Google Ads account, set up your first campaign, do keyword research, write ads, etc.
Google Ads video series "Get Started with Google Ads (https://support.google.com/google-ads/answer/6146252) - Google video guide on the basics of Google Ads and how to set up successful campaigns.
YouTube Tutorial "Mastering Google Ads - The Ultimate 2023 Beginners Tutorial (https://www.youtube.com/watch?v=qUYCeBJVrik) - A video tutorial that explains step by step how to create and configure Google Ads campaigns.
In summary, Skillshop, Coursera's guided project, and Google's video series are great, free places to start learning Google Ads.
10 / Choosing the right agency
To best manage your Google Ads campaigns, it may be a good idea to rely on a high-profile agency, which can follow you step by step based on its expertise.
But how to choose the right agency? Here are some tips:
Documented experience - Check the client portfolio and success stories.
Technical skills - The team must have in-depth knowledge of the Google Ads platform and best practices.
Strategic approach - Not just execution, but the ability to advise you on the best strategy based on your objectives.
Transparency - Being able to access your campaign data at any time.
Dedicated assistance - An expert account manager who can follow you.
Why choose a "full service" agency
If you are looking for a long-term partner, our advice is to trust a "full service" agency. instead of turning only to agencies specialized in individual activities (e.g. only SEO or only "performance".
A full service agency will be able not only to impeccably manage your campaigns (e.g. Google Ads), but to integrate them within a complete marketing strategy, which includes for example:
SEO optimization of the site
Content marketing
Social media strategy
Branding
Website and digital interfaces
PR
Link Building
Data analysis and reporting
In this way you can act organically on the entire funnel: from brand awareness to lead generation up to loyalty, managing all touchpoints synergistically.
This translates into superior results and greater efficiency of invested budgets compared to relying on individual specialists. You have a single point of contact who optimizes everything taking into account the overall objectives.
Deep Marketing is considered by SortList, GoodFirms and DesignRush among the best "full service" agencies Italian companies and has already collaborated with excellent clients including SMEs and very large companies to obtain exceptional results. Contact us now without obligation!
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