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Google Paid Search Campaign Setup and Management

Advertising in Google search results is the placement of paid advertisements that match certain key user queries. Its distinctive feature is attracting targeted traffic, i.e. users who are already looking for your products or services. Search advertising is an excellent tool when clients are needed “yesterday”.

How search advertising works

  1. Keyword Auction

    Google search advertising is based on a keyword auction system. Advertisers select keywords or phrases that match users' queries and determine bids for these keywords. When a user enters a query into the Google search bar, an auction is launched where relevant adverts participate.

  2. Determining relevance

    Google determines which adverts should be considered most relevant for each query. This is done using various factors such as ad quality, keyword and landing page relevance, and the ad's display and click history.

  3. Ad evaluation

    Advertisers bid on keywords and set budgets for their ad campaigns. Google evaluates ad relevance and advertiser bid to determine the ranking of ads on the search results page.

  4. Ad position

    Ads that are deemed most relevant and have a high enough bid get the best positions on Google's search results page. Ads can appear at the top of the page, below the organic search results, or at the bottom of the page.

  5. Ad extensions

    Google also provides the ability to add ad extensions that allow you to expand the information in your ad, such as adding links to different pages on the site, phone numbers, and more. Extensions can improve the visibility and effectiveness of your adverts.

  6. Analytics and optimisation

    Advertisers can track the performance of their ad campaigns using Google Ads analytics tools. This allows them to analyse traffic, conversions and evaluate the ROI of their advertising efforts. Based on this data, they can optimise their campaigns to get the best results.

It is important to note that the search advertising service requires payment only for real user clicks on your website. The cost per click depends on the area in which your business operates and can start from 0.05 euros.

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    The advantages of using Google adverts are

    High relevance:

    Google search adverts are only shown to users who are searching for information related to the advertiser's products or services. This ensures a high degree of relevance, which increases the likelihood of attracting interested customers.

    Flexible Budget:

    Google Ads allows you to set daily budgets for ad campaigns, allowing you to control costs and optimise your advertising strategy.

    Ad extensions:

    Google provides the ability to add ad extensions, which allow you to expand the information in your ad and make it more appealing to users.

    Geographic targeting:

    Advertisers can configure ads to be visible only to specific regions or countries, which is especially useful for local businesses.

    The opportunity to compete with the big companies:

    Thanks to the auction model, even small companies and startups have the opportunity to show their adverts at the top positions in the search engines and compete with the big players.

    Targeting precision:

    Advertisers can choose the keywords and phrases with which their adverts will be shown. This allows for precise targeting and reaching the target audience.


    Advertisers only pay for actual clicks on their adverts, not for impressions. This reduces risk and ensures efficient use of the advertising budget.

    Instant Launch:

    Google search adverts can be launched almost instantly after setting up an ad campaign. This allows you to respond quickly to market changes and trends.

    Measuring Results:

    With Google Ads analytics tools, advertisers can track the performance of their campaigns, analyse traffic, conversions and measure ROI. This allows them to optimise ad campaigns and improve their effectiveness.


    Google search ad campaigns can be easily adapted and optimised in real time, allowing for rapid response to changes in consumer demand and the market.

    All of these benefits make Google search advertising a powerful tool for attracting new customers, increasing sales and building brand awareness.

    The cons of search engine advertising

    Advertising in Google search has its drawbacks, and advertisers should be aware of them in order to use their advertising budget effectively:

    Competition and cost-per-click.

    In some industries and with popular keywords, competition among advertisers can be very high. This can increase the cost per click on adverts and reduce the effectiveness of the campaign. Advertisers may spend significant amounts on adverts but not get enough clicks or conversions.

    The likelihood of non-clickable impressions.

    Some users may browse through search results without clicking on adverts, preferring instead to navigate to organic results or other pages. This can lead to an advert receiving many impressions but not enough clicks, affecting the overall performance of the ad campaign.

    The risk of low-quality traffic.

    If keywords are chosen incorrectly or the campaign is not well-optimised, there can be a risk of attracting low-quality traffic. Some users may accidentally click on an advert or may not be interested in the products or services offered. This can increase ad spend without a corresponding increase in conversions.

    It is important to note that these downsides are not inevitable and a well-planned and optimised Google search advertising campaign can be very successful. However, to be successful with Google search advertising, advertisers should carefully research their target audience, keywords and optimise their ads and landing pages for maximum effectiveness.

    When and how to use Google search advertising

    1. Launching a new business or product: use Google ads to quickly draw attention to your new business or product. Start with basic keyword campaigns to attract your first customers.
    2. Promotions and discounts: Google ads are effective for promoting temporary deals and special offers. Create adverts with colourful headlines and emphasise the benefits of the deal.
    3. Targeting and local targeting: use Google ads to reach your target audience. Choose keywords and geographic targeting options to advertise products or services in specific regions.
    4. Increase traffic and conversions: if your website or online shop needs to increase traffic or conversions, advertising on Google can help bring in more leads.
    5. Analytics and optimisation: use Google Ads analytics tools to track the results of your advertising campaigns. Analyse data and optimise campaigns for maximum effectiveness.
    6. Seasonal events and holidays: use Google ads to promote products or services related to seasonal events and holidays.
    7. Competition: If your industry is competitive, Google ads can help increase your brand visibility and attract new customers.

    It's important to develop a thorough strategy and optimise your advertising campaigns to achieve the best results and use your advertising budget effectively.

    Customising your search advertising

    Our experience shows that the maximum effectiveness of an advertising campaign is achieved if we follow the steps outlined below.

    1. Define the goals of the advertising campaign

      This could be to increase sales, increase traffic to your website, attract leads, etc.

    2. Perform keyword research

      Use Google Ads keyword tools to find relevant and popular queries where users are searching for information about your client's niche.

    3. Create a group of adverts.

      Group related keywords together to make your ad campaign more structured and targeted.

    4. Write the ads

      Ads include a clear headline, a unique product offering, the main benefit of your product or service and a clear call to action (CTA).

    5. Determine the required budget.

      Set a daily budget for your advertising campaign

    6. Customise keywords and bids

      Add the selected keywords to the appropriate ad groups. Then define keyword bids - this is the amount of money you plan to pay for each click on your ad.

    7. Set up display settings

      Customise your ad display settings, including geographic location, when the ads will be shown and the devices on which they will be displayed.

    8. Monitor and optimise

      Track the performance of your ad campaigns using Google Ads analytics tools. Based on the data, we optimise your campaign by making changes to keywords, bids, ads and lendings to improve results and achieve your goals.

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      The differences between search advertising and media advertising.

      Search advertising and media advertising represent different approaches to online advertising that have their own characteristics and applications:

      search advertising

      Media advertising

      Main purpose
      Ad format
      Sales funnel stage
      Main purpose
      This is done by selecting keywords that match users' queries. Ads are only shown to those who are actively searching for information related to those keywords.
      Ad format
      Sales funnel stage

      Aimed at attracting customers who are actively searching for specific information on search engines. Adverts are displayed in search results for keywords related to user queries.

      Aimed at a wide audience who may not be searching for specific information at the moment. Ads are placed on various online venues such as websites, social media, video hosting, etc.

      This is done by selecting keywords that match users' queries. Ads are only shown to those who are actively searching for information related to those keywords.

      Uses various targeting methods such as demographics, interests, user behaviour and contextual placement. Ads can be shown to a wide audience that matches the selected parameters

      Ads usually consist of a headline, description and a link to a landing page. The format is aimed at providing information and solving the user's problem.

      Can be presented in a variety of formats such as banners, videos, clips, carousels and other interactive forms of advertising. Formats are selected to attract attention and remember the brand.

      Effective at the early stages of the sales funnel, when the user is actively searching for information and comparing offers. It helps to attract interested customers.

      Most often used at later stages of the sales funnel when you want to reinforce the brand and encourage repeat visits and purchases.