Google Ads: what it is and what features it has

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Google Ads helps you connect with the right people, at the right time, with the right message.

Do you remember what advertising was like before Google? Large companies advertised on TV, Newspapers and Magazines, Outdoor and all OOH media. Small companies, on the other hand, prospected and advertised in small media such as neighbourhood magazines, local radio stations, leafleting, PAP, among others. Some even managed to get a channel like a billboard, but the scenario was not very democratic.

Google has broken this paradigm. Whether you are a small company or a micro entrepreneur, you can compete for the same search engine space with big companies, taking into account, of course, several factors such as the number of times you will appear, due to the high budget that big companies have for marketing. But I emphasize the importance that supported by a good strategic planning, clear objectives, analysis and optimization, all companies appear in the same search media. Creating online ads is for everyone!

In this article we will talk about

  • What is Google Ads
  • Google Ads Features

What is Google Ads?

People are using Google all the time to find the information they need to do their jobs. Google Ads is the digital advertising solution that helps you reach this audience and turn them into valuable customers by connecting with the right people at the right time with the right message.

Your sponsored links can appear on the Search Network, Display, Shopping, Youtube, Waze, plus google partners, exactly when someone is looking for products or services like yours. You can also customise by filtering by keywords and/or location to get in front of the most relevant customers.

The Google Ads platform gives you access to a wide variety of online advertising products designed to reach customers at the most relevant time, so you can focus on growing your business while Google’s technology works hard to deliver the best results.

In short, people search for products, services, answers to their questions, information, among others, on the world’s most famous search engine, Google. This in turn makes an auction on top of the bids that companies are willing to give for a particular keyword. In this fraction of a second, the ads appear in the first search positions, whether on the screen of a computer, smartphone or tablet. Those who have the best title, best copy for descriptions and CTAs and use Google’s best practices have a greater chance of clicking. It is important to emphasise that your CTR, in other words, your hit rate, is important for your ad to be shown in the first position. This means that it is not just a matter of paying and “that’s it”, it is necessary to be relevant even to the paid search.

After the ads, Google delivers the most relevant organic results, i.e., those sites that are better ranked, or do a great job of SEO. But that is a subject for another post.

Google Ads Features

Now that you know what Google Ads is, I will go into a little more depth by talking about its functionalities. By understanding this, you will be able to monitor your campaign more accurately, making sure that you don’t waste time (or money) doing ads that don’t bring results.

Google Ads is very precise and intuitive, but it is worth pointing out that it is not an easy tool to use. Therefore, before continuing, I want to say that we are at your disposal to help you on your way. After all, who better to help your business grow on Google than a Google Partner Agency?

Search Network

That classic page of the search engine is where the ads of the Search Network are displayed, which occupy prominent areas, usually in the first three or four positions, and also appear in the last positions of the page also

In addition to this page, the search results are also displayed in major portals such as G1, UOL, Terra, and also in smaller sites with internal search engines that are part of Google’s affiliate network, which is Google AdSense. But this is also talk for another postblog.

Advertising on Google’s Search Network is very interesting, because it is the place where people search for that keyword that has to do with your business, meaning you have a chance to show your ad exactly when someone is looking for it. Isn’t that great?

Display Network

The Display Network has numerous partner sites, in addition to some of Google, such as Gmail, Blogger and YouTube, for example, that work with Google Ads. The ad can also be served in mobile applications.

The advertiser who uses this network has a very wide reach of the public. And you can reach them in various ways, through the channel that interests them most. These ads can be in text, graphic, video or rich media.


  • Create different types of adverts: text, graphic, interactive and video;
  • Run ads on websites that are relevant to the audience;
  • Show ads to customers who are likely to already be in the journey and or will be.

Main formats

To run ads on the Display Network, today there are 42 formats. But we have brought here the formats that your ad must have in order to run in most of Google’s advertising spaces.

Google Ads Video or Youtube Ads

Those who browse the web, consume Youtube content for being diverse and of great relevance, for being a community that connects.

A third of the world population consumes Youtube content and adds up to billions of hours watched. That is why Youtube is today the second place where people search for information, second only to Google itself.

Try to count how many times you searched for a tutorial to learn how to do something. For sure we lost count of the amount. This is what makes Youtube a great channel for ads, because at the same time that people in search of content and creators are on the platform creating, you can communicate directly with your audience.

youtube ads
We can see in this example, the areas that we can advertise on Youtube. In this case, in a video that talks about finances, the productivity platform company takes the opportunity to communicate with this audience

Below we can see the types of Youtube ads:


  • Standard Banners
  • InVideo.


  • True View
  • Standard In-Stream.

Other Features

  • Masthead and expansive homepage, which may be requested with the Google team
  • Rich Media.

Google Shopping

This type of ad is very good for businesses that sell online. Mainly retailers and even wholesalers, because they are visual ads, which appear even before the search ads. This way, the photo of your product is visible and also its price, title, shop, which makes it so that even there they can refine whether or not it makes sense to click on your product.

Advertising on Google Shopping is not that simple. The first step is to send product data to Google Merchant Center in the form of a data feed, usually in an XML file, or if your site is on pre-built ecommerce platforms, it automatically creates this feed and just link it. The Merchant Center is a little picky about the correct completion, so it is good to check if he approved the feed.

Soon after, you can create a campaign in Google Ads with the goal Shopping, and then it will use the information from the GMC feed to run ads. These ads can be created dynamically, and can be displayed in the Search Network and Display Network, including being used in remarketing campaigns.

It is worth noting that this type of ads do not segment by keywords, the term searched has to do with the description of the product in the Feed, he is who determines how and where the ads will be displayed.

Campaigns for Apps

Nobody can deny that apps are a trend. A survey conducted by Opnion Box in April this year revealed that 58% of Brazilian internet users have already made purchases within apps. In addition to the convenience of buying with a few clicks, as your card is usually already there, among others, apps are a great means of communication between the company and the customer.

Google Ads has specific campaigns for mobile applications in the Search, Display and Youtube Networks.

Mobile App Install Campaign

The focus of this type of ad is to get the audience to download your App. We can promote your App on Search Network, Display Network or YouTube.

Universal App Campaign

This format allows you to advertise on the app download platform, Google Play. On Google Search, YouTube and other apps that will drive people to your app listing on the Google Play Store

App Engagement Campaigns

These campaigns target ads to find people with an interest in your app content or get users who have already downloaded your app to use it again.


Particularly, the remarketing strategy is one of my favourites. These ads are those that appear after we enter a particular site that is tagged by the Google Remarketing Tag. It captures the cookie from the device that the user browsed a particular site and inserts it into a remarketing list that is stored in the Shared Libraries of your Google Ads Account or even your Google Analytics account if it is integrated. When you create a campaign, you can target this group of people to see a particular ad based even on their browsing.

See below the types of remarketing that Google Ads offers:

Standard remarketing

Google displays ads to those who have previously visited your site by serving them on Display Network sites and apps.

Dynamic Remarketing

This is my favourite within the Remarketing strategy, because it is the one that can be the most assertive possible. Dynamic Remarketing displays on sites and applications of the Display Network, the products or services that visitors viewed on your site, generating that very specific memory, facilitating even more the decision making and customer experience. Below we can see an example of Dynamic Remarketing that was displayed for me on Youtube, because I particularly am passionate about tennis and follow the weekly Nike releases. Google Ads displayed exactly the models that I viewed on the site.

Remarketing for mobile devices

This format is very interesting for those who have an App for mobile devices, because it displays ads for those who have accessed your mobile application or site, serving them in other applications or sites.

Remarketing Lists for Search Network Ads

Imagine doing remarketing, displaying a custom ad for that visitor who went on your site and did not complete a purchase. This is how this format works. The user can receive an ad on the Search Network with the title: “Come back and complete your order that you left in your cart”. This gets even more attention from the user.

Video Remarketing

People who have interacted with your videos or your YouTube channel can also be impacted again, while browsing YouTube and other videos, websites and apps on the Display Network.

Similar target audiences

Anyone who has ever advertised on Facebook Ads has probably already used the Lookalike feature. This feature is very similar, but in Google Ads. In other words, you can create lists based on similar characteristics to those who have already visited your site or shown some interest.

When creating a remarketing list, especially if you are just starting out and have low traffic, displaying ads to this list can be a way to reach new customers.

Mailing List Ads

This feature enables us to upload a list of emails and create specific campaigns for existing customers, for example.

It is worth noting that this feature today is more restricted for users. It is only allowed to use this feature with customers who have already invested a high value in campaigns.

Campaigns for phone calls (call only)

Your company has no website? Your problems are over! With this type of campaign you can generate phone calls instead of redirecting to a site.

This feature is also very good for those who have websites, but depending on the time and need of the user, he does not need to see the site, and already clicks directly to phone call on mobile devices.

Did this article help you?

We tried to explain in brief words the basics about doing ads management. We also want to prove that advertising on google is worth it. If you have read this far, and still have any questions, feel free to leave a comment and we will answer as soon as possible.

If you have never advertised on Google before and would like to try it out, read this post on how to create a Google Ads account.

Until next time!

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