Google Ads campaigns – what are they and what are the rules?

In today’s increasingly digital world, online advertising campaigns have become an integral part of business strategies. One of the most popular and effective channels is undoubtedly Google Ads campaigns (formerly AdWords), a powerful source for reaching customers. What exactly are Google Ads campaigns, what are they used for, what types exist, and how do you plan them? You will learn all this from our article!

What is a Google Ads campaign?

A Google Ads campaign is a paid advertising service offered by Google, the global search engine giant. It allows companies and entrepreneurs to display their ads in Google search results and on other partner platforms, such as YouTube or websites belonging to the Google Display Network. These campaigns enable you to reach a specific audience at the moment they are most interested in a particular topic or product. When using this service, you have the ability to control aspects such as the advertising budget, target audience, and campaign performance analysis.

What is a Google Ads campaign used for?

When creating a Google campaign, you are asked to choose its goal. Google allows you to use ads to achieve many different business objectives:

• Sales: With precise ad targeting provided by Google Ads, you can direct ads to people interested in specific products or services, thereby impacting your sales figures.
• Leads: It enables you to reach a broad audience and attract potential customers.
• Website traffic: Google Ads allows you to drive potential customers directly to your website via ad clicks. This can have a significant impact on conversion rates.
• Consideration of a brand’s product: Google Ads helps you reach users searching for products related to a particular brand. Ad content can include product information, special offers, and encourage users to visit the brand’s website.
• Brand awareness and reach: Regular ad displays in search results help cement your brand in users’ minds.
• App promotion: Campaigns can display ads with download links in search results and on the Google Play platform, reaching users looking for apps related to a specific industry. Additionally, ads can be displayed in other mobile apps.
• Local store visits and promotions: Google Ads enables the creation of local campaigns that use user location data. Ads are shown to people in a specific geographic area, which is an excellent way to attract customers to a local store by providing information on location, opening hours, or promotions.
• Campaigns without suggested goals: Google also offers flexibility, allowing you to pursue other individual objectives. You can fully customize a campaign to your needs, such as promoting new products and services, informing about new promotions, and much more.

What are the types of Google Ads campaigns?

Besides choosing the campaign goal, Google also allows you to select the type of campaign. The type of campaign you run can significantly support the achievement of your intended objectives. Among Google Ads campaigns, you can distinguish:

• Search network campaigns: Ads appear in Google search results in response to the search queries entered by users.
• Performance max campaigns: These are automated campaigns that allow you to display ads to people who are most likely to help you achieve your selected objectives.
• Display network campaigns: These are graphic or text ads displayed on various websites that are part of Google’s Display Network.
• Shopping campaigns: Mainly targeted at companies with online stores, they allow products to be displayed in Google search results and in the Google Shopping section.
• YouTube video campaigns: Video ads that are shown before or during video playback on YouTube.
• App promotion campaigns: These help promote mobile apps and reach users on mobile devices.
• Smart campaigns: These work by gathering data and analyzing user behavior to optimize ad delivery for the best possible results.
• Discovery campaigns: Discovery ads are displayed in places where users browse content, such as in the News feed, the Discovery card, or the Google app’s homepage. Additionally, ads may also appear in Gmail and on YouTube.

You can find more information on this topic on the Google page, where each type of campaign is described in detail.

How to effectively plan a Google Ads campaign step by step

Creating an effective Google Ads campaign may seem complicated, which is why we have prepared a short checklist to help you start advertising online.

1. Define your objective: Setting clear goals will help you choose the right strategies and success metrics. Do you want to increase sales, acquire new customers, promote a specific product, or build brand awareness?
2. Choose the right campaign type: Decide which campaign type will best suit your objectives. Will it be a Search campaign, a Display campaign, a YouTube video campaign, or a local campaign? Each type has its specific features and capabilities.
3. Create a landing page: Ensure that the landing page your ads direct to is thematically consistent and provides valuable content for users. It must also meet Google’s criteria.
4. Create your ad copy: Crafting the ad is key. Create attractive and clear headlines and descriptions. Use visuals that grab users’ attention. The ad text should be clear, concise, and persuasive.
5. Choose the right audience: Understand your target group precisely. Who are your potential customers? What are their interests, needs, and habits? Utilize advanced targeting options, such as location, age groups, interests, or user behaviors, so that your ads reach the right audience.
6. Set your budget: Determine how much you are willing to invest in the campaign. Establish a daily or monthly budget that aligns with your objectives and financial capabilities.
7. Analyze the competition: Observe what your competitors are doing. This can provide valuable insights into trends and strategies and inspire your own ad creation. However, remember not to simply copy your competitors!

Google Ads rules and regulations

Key rules and regulations

Below we have compiled a summary of the most important rules regarding the use of Google Ads:

1. Compliance with Google policies: Google has strict restrictions regarding ads, prohibiting the promotion of illegal content, products, and activities. Familiarize yourself with these policies to avoid violations and potential consequences for your campaign.
2. Transparency and truthfulness: All ads must be transparent, understandable, and present accurate information about the offered products or services. Avoid misleading content or false promises that could harm your company’s reputation.
3. Prohibited content: Google has categorized certain content as strictly prohibited in ads, such as the promotion of illegal substances, financial scams, etc.
4. Presentation format: Ads should not mimic organic content or user elements. They must be clearly marked as ads so that users know they are viewing paid content.
5. Copyright and trademarks: Avoid infringing on copyrights and trademarks of other companies in your ads. Do not use their materials or names in a misleading, defamatory, or deceptive way.
6. Landing pages: The landing pages to which your ads direct users must comply with Google’s policies and provide valuable content. Avoid pages containing malware or low-quality content.
7. Legal compliance: Remember that running advertising campaigns must comply with the legal regulations of the country in which you operate. This includes privacy regulations, consumer rights, and other advertising laws.
8. Redirects and URL shorteners: Avoid using redirects or URL shorteners that might mislead users about the source of the ad.

Why is it worth following the regulations?

Apart from legal aspects and your company’s image, there are other reasons to follow Google’s guidelines. The primary reason is fines and restrictions. If your ad does not meet Google’s requirements, your campaign or account could be suspended or completely shut down. Moreover, non-compliant ads disrupt the effectiveness of your campaign. Ads that adhere to the policies will be better positioned and shown to the appropriate audience.

While these consequences might seem minor at first glance, in reality, they can truly make life difficult.