Google Ads - Increase your visibility on the Internet - Marketing with the help of Google Ads

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Facts, explanations, terms and costs of your individual Google ads

You want to increase your visibility on the Internet and don't know how to do it? Your marketing is not achieving the desired goals? In our blog about Google Ads we explain how it works and what you need to pay attention to.

Origin - Range - Function

Google Ads was founded in 2000 under the name Google AdWords. In 2018, it was then renamed Google Ads.
Google Ads is now very widespread. You can find them, without really looking for them specifically, on many different platforms like Google, YouTube, Instagram, etc.
Google Ads is a platform that displays paid advertisements. This is a pay-per-click model. In other words, advertisers pay per click or per thousand impressions of an ad. The better you design your campaign online, the more clicks are created. This increases the likelihood of reaching more potential customers. - That's how easy your marketing works with Google Ads!
We'll show you how important Google Ads are and how you can run ads through Google Ads.

Why should you run ads on Google?

Google has been the market leader among search engines for 20 years and is used worldwide. Every day, 3.5 billion search queries are made via Google.
By means of ads on Google your company will achieve higher visibility and you will not get lost in the vastness of the Internet.

There is a saying that goes:
"If you know yourself and the enemy, you need not fear the outcome of a hundred battles. If you know yourself but not the enemy, you will suffer defeat for every victory you win. If you know neither the enemy nor yourself, you will be defeated in every battle."

Therefore, it is especially important not to lose sight of your competition. Since your competitors are most likely also using Google Ads to increase their presence online, you should also take advantage of the opportunity.


Common mistakes when using Google Ads

There are many different reasons why your ads on Google do not reach the desired goals. However, you should not give up right away and still stay on the ball.
We'll show you what to look out for!


    As the name suggests, keywords are the key to your visibility in Google. Only the right keywords will help you make your ads visible.
    Due to wrong keywords, the wrong target group is addressed and thus fewer clicks are generated at higher costs for your company. For this reason, you should regularly monitor your keywords and adjust them if necessary.
    In the beginning, the perfect mix of the right keywords won't fit yet. Don't give up! Cross out and add keywords until you achieve an optimal result. Often it is enough to replace one keyword.
    Your ads don't match the search queries. The consequences: You reach too few clicks.
    The keywords must be reflected in your texts and headlines. You should also make sure that your potential customers can find the solutions to their problem or the answer to their question on your website. They don't want to have to search for a long time. For this purpose, you can create several ads per campaign, for example, and then use A/B tests find out which ad works best in Google. Additionally you have the option Responsive search ads from Google.
    Google determines the ranking of your ads based on the quality factor (specified as a key figure between 1 and 10). The higher the ranking, the better the placement. You can find a comprehensive explanation about ranking in one of our glossary articles here. (Link to glossary article - Ranking).
    A low quality factor in Google ensures a lower placement of your advertising. Therefore, your ad will get fewer clicks and you will reach fewer potential customers online.
    Not only the optimal design of your advertising in Google is important, but also the user experience. What do visitors see on your landing pages? Are the same keywords used! Are the problems or questions of the users solved and answered? Only satisfied visitors will contact you and make an inquiry to your company!

The important terms around Google Ads

For the creation, management and optimization of your ads in Google, we explain some crucial terms. You can also read the detailed explanations in our glossary article. (linking to glossary articles).


  • DISPLAY RANGE - A cycle in motion
    The ad rank determines where your ads will appear in Google. A higher rank ensures a higher placement. A higher placement ensures more users. They, in turn, make it more likely that your ad will be clicked.
    As you can see, ad rank in Google gets everything rolling and is just as important as finding the right keyword.
    Google Ads uses an auction system in which advertisers define a maximum bid that they are willing to pay for a click on an ad. Here, the higher the bid, the higher the ad placement.
    You can choose between three options:
    CPC: Cost per click - each click is paid
    CPM: Thousand-contact price/cost per thousand contacts - 1,000 ad impressions are charged for each.
    CPE: Cost per interaction - user interactions are charged
    The click-through rate is the number of clicks divided by the number of impressions. A high click-through rate indicates that you used the right keywords for your campaign.
    The conversion rate is determined by dividing the number of clicks by the number of conversions (e.g. contact form). A high conversion rate indicates that your landing page meets the expectations of your potential customers.
    Google Ads can be used to create ads that appear either on search engine pages (SERPs) or on a website in the Google Display Network (GDN).
    GDN reserves space on your pages for Google ads. You can place text ads or image ads.
    Keywords are the words or combinations of words that match the users' search function or respond to their query.
    Therefore, you need to select your keyword(s) so that your ads appear with the results of the right search queries. Google Keyword Planner", for example, can help you with keyword research.

The different types of displays

You can choose between five ad types. We'll show you which ad type is best suited for which purpose.


    Search ads are text ads that are displayed in search engine results pages (SERPs).
    The ads appear where most users first search for information - Google. Your ad will be displayed on Google in the same format as the other results. Only a small hint, indicates that it is an ad.
    With a classic ad, you create a constant version with one headline and one text. With a responsive search ad, however, you can enter up to 15 different ad titles and up to four different ad texts. Google automatically finds the best combination for you that will get the most clicks for your campaign.
    Most often, image ads are used here, which draw attention to the ad.
    You can target your ad to specific audiences.
    Video ads appear before, after, or during a YouTube video. Note that YouTube also works like a search engine. With the right keywords, your ad videos appear in the user's video.
    When creating your ad, you can decide if you want it to be displayed only to users in a certain area. If you have a business in only one location, it is advisable not to extend the radius too far.
    Even if you have multiple locations, you can have them shown to users in the regions.
    However, if you are represented worldwide, there are no limits to what you can do with Google.

    Why is location so important?
    The location settings are crucial for the ad placement. Google always shows users the most relevant results. If you are represented in Vienna, search engine users from Innsbruck cannot see your ad.


Show extensions

Using ad extensions is free of charge and provides the user with additional information about your campaign. This in turn increases the click-through rate. Therefore, you should make use of the ad extensions.

We give you a small overview of the most important ad extensions.

    Sitelink extensions allow you to add additional links to an ad on specific pages of your website. Thus, users can click directly on specific offers or information.
    Call extensions allow you to add your phone number to the ad and let users call you with one click.
    Location extensions allow you to specify your location and other details such as opening hours. This option is best suited for "Near me" searches.
    The offer extension is most suitable when your offers are below the competitors. This way, the user will click on your ad instead of your competitor's ad.

    App extensions provide mobile users with a direct download link for the app.



Conclusion - Google Ads influences your visibility massively

We have given you a small overview of how important Google Ads is for your presence on the Internet. Research your keywords - determine your target audience - monitor and, if necessary, adjust your keywords.


As an online marketing agency with a focus on SEO, we know exactly how important ads are for your business. Our experienced team will support you.
Feel free to contact us and together we will work out your optimal ranking!


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