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Google Ads: the fundamentals to get started

Reach the top of Google search results! In 2023, over 100 million active websites used Google Ads. This enormous figure highlights the importance of Google Adwords in the web strategy of any e-commerce site. So why not start now and figure out what's really going on? If you don't want to do this yourself, a Google Ads agency can do it for you.


Escalade SEO and Google Ads Agency
Reach the top with Google Ads.

Everything you need to know about Google Ads

How does Google Ads work?


The Google Ads advertising system is based on a pay-per-click (PPC) model, which means you only pay money when someone clicks on your ad. This simple overview explains how it works; very useful for advertisers and users:


  1. Creation of announcements:

Advertisers design ads targeting a specific group or topic. This usually involves selecting keywords they want their ads to appear for.

  1. Distribution of announcements:

Google serves these ads to relevant users and charges the advertiser based on the parameters set when creating the ads, whether click-through or view-through.

  1. User redirection:

When a user clicks on an ad, they are redirected to the advertiser's landing page, the URL specified when creating the ad. A number of these visitors may convert into customers.

Google Ads offers a variety of ad formats that may appear in a variety of locations, including Google's search results page, Google Maps, Google Shopping, and other partner sites displaying text ads.


What are the different ads on Google Ads?


Google Ads offers a variety of ad formats to meet different campaign objectives. This overview shows some of the main ad types available:


  1. Search Ads:

These text ads are the most common and are displayed when a user searches on Google. They are designed to match the user's query and redirect to a relevant landing page.

  1. Display ads:

Serving on the Google Display Network, these ads can take a variety of formats, such as images, videos, and text ads. They are visible on many Google partner websites.

  1. Video ads:

Shown before, during or after videos on YouTube and other partner sites, these ads are ideal for visually presenting a product or service.

  1. App ads:

Designed to promote mobile apps, these ads appear on Google Play, YouTube, Google Search and other platforms.

  1. Shopping Ads:

Suitable for retailers, these ads appear in Google Shopping search results, highlighting a photo of the product, its price, the name of the store, etc.


Each ad type offers its own benefits and can be used to achieve different campaign objectives. It is essential to select the appropriate ad type based on your specific goals.


Google Ads payment: how does it work?


The Google Ads pay-per-click (PPC) model, known as cost-per-click (CPC), is a method of online advertising where advertisers pay a commission for each click on their ads.


  1. CPC auctions:

In this system, you pay for each click on your ads. You set a maximum cost per click (CPC) bid, representing the maximum amount you are willing to pay for a click on your ad. This actual amount charged for each click is called real CPC.

  1. Automatic payments:

Your account is automatically debited after your ads are published, either every 30 days or when you reach a pre-established payment threshold, depending on whichever comes first. You can also make payments at any time to better control your costs.

  1. Monthly Billing :

Some businesses may qualify for a Google credit limit, subject to certain conditions. With this payment method, your costs accumulate and you receive a monthly bill that you can pay by check or electronic transfer.

  1. Manual and automatic bidding:

You have the choice between manual bidding, where you set your own bid amount, and automatic bidding, where Google determines bids to maximize clicks within your budget.

It's worth noting that the actual cost per click is often lower than your maximum bid because Google uses an auction system to determine the actual cost per click.


Getting started with Google Ads

Clarify campaign objectives


Before creating a Google Ads campaign, it is crucial to clearly define your objectives. These objectives will guide every decision you make thereafter, from selecting keywords to writing your ads. Goals may include increasing traffic to your website, increasing conversions (e.g. sales or signups), improving brand awareness, etc.


Select keywords


Keywords are at the heart of Google Ads. They determine when and where your ads will appear. It is therefore essential to choose keywords that are relevant to your business and your goals. To do this, think like your customers: what terms would they use to search for your products or services? Use Google's Keyword Planner to find keyword ideas and estimate their performance.


Create a campaign


This is a step-by-step guide to creating a Google Ads campaign:

  1. Log in to your Google Ads account.

  2. Click on the “+ New campaign” button.

  3. Select your campaign objective.

  4. Choose the campaign type (e.g. Search, Display, Shopping, etc.).

  5. Configure your campaign settings (location, language, budget, etc.).

  6. Create your ad group and choose your keywords.

  7. Write your ads.

When writing your ads, make sure they are clear, relevant and engaging. Use a strong call to action to encourage users to click on your ad.


Monitor and optimize your performance


Once your campaign is underway, it is important to regularly monitor its performance. Use Google Ads reporting to see how your ads are performing and where your budget is being spent. Based on this information, you can adjust your bids, add or remove keywords, modify your ads, etc. to improve the performance of your campaign. Remember that Google Ads optimization is an ongoing process and requires regular adjustments.



When to use a Google Ads agency?

Make the right decision at the right time


Are you in one of the following situations? It's time to call on a Google Ads agency and launch your online activities:


  1. Lack of time :

Managing a Google Ads campaign can be time-consuming. If you can't devote the time needed, an agency can take care of it for you.

  1. Technical expertise :

Google Ads requires some technical expertise to optimize campaigns. If you don't have these skills, an agency can help you.

  1. Unsatisfactory performance:

If your current campaigns are not performing as expected, an agency can analyze your campaigns and make necessary improvements.

  1. Business expansion:

If you plan to expand your business and need a more complex advertising strategy, an agency can help you plan and execute this strategy.

  1. Monitoring and analysis:

Google Ads agencies have the tools and skills to track and analyze the performance of your campaigns, which can be difficult to do in-house.


Using a Google AdWords agency can be an excellent decision if you want to optimize your advertising campaigns, save time, and improve the performance of your business.


Advantages of using a Google AdWords agency


  • Google Ads agencies are made up of professionals who have in-depth knowledge of online advertising strategies. They can help you optimize your campaigns for better results.

  • Managing Google Ads campaigns can be time-consuming. By outsourcing this task to an agency, you can focus on other aspects of your business.

  • Google Ads agencies have access to advanced tools for campaign monitoring and analysis. They can provide detailed reports on your ad performance.

  • A Google Ads agency doesn't just set up your campaigns. She constantly monitors their performance and makes adjustments to improve their efficiency.

  • Thanks to their expertise and ability to optimize campaigns, Google Ads agencies can often achieve a better return on investment than if you manage your campaigns yourself.



As you can see, Google Ads is an extremely powerful tool for promoting your website and attracting qualified traffic. However, mastering this platform can be time-consuming and requires technical expertise.


This is where a Google Ads agency comes in. By entrusting the management of your campaigns to professionals, you can benefit from continuous optimization, detailed performance reporting and greater advertising effectiveness.


Save time, improve your performance and optimize your return on investment - that's what a competent Google Ads agency can do for you. So, if you want to get the most out of Google Ads while focusing on growing your business, consider using our SEO agency .


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