Google Ads or Adwords is an online advertising platform developed by Google where advertisers pay to view short ads, services, product listings, video content, and create mobile app to web users within the Google ad network.

The Google Ads system is based on keywords identified by advertisers. Google uses this feature to place the ad copy on pages where it thinks might be relevant. Advertisers pay when users redirect browsers to click on ad text.

Google Ads provides services under a pay-per-click (PPC) pricing model. Although an advanced bidding strategy can be used to automatically reach a predefined cost-per-acquisition (CPA), this should not be confused with a real CPA pricing model.

Features and services of Google Ad:

  • Google Ads Express
  • Google Partners
  • Placement-targeted advertisements
  • Keyword Planner
  • Remarketing
  • Ad Extensions
  • Manual extensions
  • Automated Extensions
  • Google Adwords Customer Match

1 – Google Ads Express:

Google Ads or Adwords Express is a feature for small businesses that try to reduce the difficulty of managing ad campaigns by automatically managing keywords and ad placement. AdWords Express was previously known as Google Boost.

AdWords Express also supports small businesses that don’t have a website by letting customers redirect to Google Place pages.

2 – Google Partners:

Google Partners is initially known as the Google AdWords Certification Program. To be AdWords certified, one must pass the AdWords fundamental exam and other Advanced AdWords examinations such as Search Advertising, Display Advertising, Video Advertising, Shopping and Mobile Advertising.

3 – Placement-targeted advertisements:

Google launched site-targeted advertising in 2003. Using Google Ads control panel, advertisers can enter keywords, domain names, topics, and demographic targeting preferences.

Based on this, Google places ads on relevant sites in the content network. If domain names are targeted, Google also provides a list of relevant sites for placement. Advertisers bid on cost-per-impression (CPI) or cost-per-click (CPC) for site targeting.

With placement targeting, it is possible for an ad to take the entire ad block instead of dividing the ad to two to four ads. This provides higher ad visibility for the advertiser.

4 – Keyword Planner:

Google Keyword Planner is a free tool that provides data about search queries on Google and provides other data sources to plan an ad campaign specific to Google Ads.

Google Keyword Planner helps you create new Search Network campaigns or expand existing campaigns, keywords and ad group ideas, volume trends, historical statistics, keyword trends, competitions, and bids.

5 – Remarketing:

Remarketing is a Google Ads feature that allows marketers to show ads to users who have previously visited websites.

This feature also allows marketers to create different audience lists based on the behavior of website visitors to deliver relevant ads to these segmented audiences.

A more advanced sub-type of remarketing is dynamic remarketing, where advertisers can show specific products or services they have viewed to further customize the advertising experience to past visitors.

This sub-type is mainly used by e-commerce websites that support a wide range of products and services and that remarketing messages should be relevant to users.

6 – Ad Extensions:

Ad extensions allow advertisers to show additional information along with their ads such as a business address, phone number and web page links.

Ad extensions are created to increase ad visibility and attract clicks. The Ads appear on the Search Network at the top of the search results.

7 – Manual Extensions:

App extensions – Allow advertisers to provide a link below the ad text that guides users to a mobile or tablet application.

Call extensions – It allow advertisers to add a clickable phone number to their ads.

Location Extensions – It allows advertisers to show business addresses, phone numbers, and map markers.

Review extensions – Allow advertisers to show positive, third-party reviews from reputable sources.

Sitelinks extensions – Allow advertisers to add additional links under their ads.

Callout extensions – It allow advertisers to add additional descriptive text.

Configured Snippet Extensions – Allow advertisers to add up to two predefined titles (products or services) such as brands or degrees.

Price Extensions – Allow advertisers to view prices for products or services.

Click-to-Message Plug-ins – It allows advertisers to connect with SMS applications.

Promotional Extensions – Allow advertisers to highlight sales and promotions offered by a business.

8 – Automated Extensions:

Google Ads generates and displays automatic extensions when it predicts that they will improve system performance. Automatic extensions include:

  • Consumer Ratings
  • Seller Ratings
  • Previous Visits
  • Dynamic Sitelink Extensions

9 – Google Adwords Customer Match:

Due to the impact of brand messaging on consumer buying habits, Google has expanded Adwords to include the Customer Matching services. Customer Match allows advertisers to offer and create custom ads based on data they share with Google.