Google Ads helps businesses promote products and services across Search and other Google advertising channels. Google AdWords, a name still found in older articles, is now Google Ads. A campaign should be assessed through relevant enquiries and business outcomes, alongside traffic and advertising costs.
Choose a clear goal: phone calls, completed enquiry forms, purchases or brand awareness. Location and language settings should reflect the customers you can actually serve. In a multilingual market, the advertisement and landing page should explain the same offer in the visitor's language.
Search advertising can reach people looking for a relevant product or service. Video can demonstrate a product or explain an offer. Display and other campaign types serve different purposes and placements. Select a format based on your goal, available creative assets and budget; using every format at once is unnecessary.
Click-through rate and cost per click help diagnose performance, but they are not sales figures. Review the cost and quality of enquiries, their progress to sales and overall expenditure. Frequent changes based on very little data can make results harder to interpret. Advertising does not guarantee a fixed enquiry cost or sales volume.
Explore our Google advertising service and YouTube advertising. For the distinction between paid and organic search, read what SEO means.
Source: Google Ads campaign types.
