About Google Ads

Google AdWords is a SEM (search engine marketing) tool used to manage PPC (pay per click) ad campaigns hosted by Google. Through the online software you can create a Google ad with your chosen company details, such as keywords, ad text, map, phone number, and company hours, or with simply some text and a link.

You can decide which keywords trigger your ad to appear, using the Google keyword bidding system to appear higher in search results for popular keywords. You then define a daily budget that will only be consumed once someone clicks on your ad or calls your phone number. You can also pay per impression (then number of time your ad shows) or per acquisition (conversions on your site).

Google Keyword Planner also has a column for forecasted CPCs and potential costings for the top and bottom ad positions. The overview also includes average monthly search queries as well as the strength of the competition. A competition index shows how heavily each keyword is advertised. Plans aim to monitor keywords, and thus, make predictions. Detailed information on countries, cities, and municipalities is available for each keyword.

This seamless integration means new ad groups can be created and new keywords saved. Users can call up Google Ads settings at any time.The tool provides a Keyword Planner API, which third parties can use to access Google Keyword Planner functions. This forms part of the Google Ads API. This API can then be used to generate and retrieve new keyword ideas.

You can run a basic ad campaign or use advanced features to set up a more extensive campaign. You can choose to show your ads on Google and the Google Network which includes Google sites like Maps and Shopping, as well as YouTube, Blogger & Gmail. You can also display your ads on websites your target audience visit, in specific locations, and to specific audiences.

Pricing starting from:

N/A

  • Free Version
  • Free Trial
  • Subscription

Key benefits of Google Ads

  • Create your own ads specifying your keywords, products you offer, links, telephone numbers, maps, opening hours and more.

  • Only pay when someone clicks on your ad or calls your phone number.

  • Track and monitor your ad performances, adjusting daily budgets and keyword bids to optimize results.

  • See how many users see your ads and what percentage have clicked on your website link or called your phone number. You can also see revenue generated from your ads.

  • Edit your ads whenever you wish, test new keywords, or pause and restart campaigns.

  • Define the cities, regions, or countries, or even specific radius where you want you ad to be seen.

  • Ads are compatible and responsive to all devices, laptop, desktop, mobile or tablet.

  • Devices

    Business size

    S M L

    Markets

    Australia, Brazil, Canada, Germany, United Kingdom, India, Japan, Mexico, United States

    Supported Languages

    Arabic, Czech, Danish, Dutch, English, Finnish, French, German, Hebrew, Hungarian, Indonesian, Irish, Italian, Japanese, Korean, Norwegian, Polish, Portuguese, Russian, Spanish, Swedish, Thai, Turkish, Ukrainian, zh-hant

    Pricing starting from:

    N/A

    • Free Version
    • Free Trial
    • Subscription

    Images

    Google Ads Software - Track costs and clicks in Google AdWords
    Google Ads Software - Track your campaign in Google AdWords
    Google Ads Software - Google AdWords display ads in search results
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    Features

    Total features of Google Ads: 13

    • Activity Dashboard
    • Advertising Management
    • Alerts/Notifications
    • Budget Control
    • Campaign Analytics
    • Campaign Management
    • Campaign Planning
    • Campaign Segmentation
    • Engagement Tracking
    • Location-Based Marketing
    • Monitoring
    • Multi-Campaign
    • Third Party Integrations

    Alternatives

    Facebook for Business

    4,4
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    LinkedIn for Business

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    Instagram

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    Mailchimp

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    Reviews

    Overall rating

    4,4 /5
    (473)
    Value for Money
    4,2/5
    Features
    4,4/5
    Ease of Use
    4,0/5
    Customer Support
    3,9/5

    Already have Google Ads?

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    Showing 5 reviews of 473
    Guido N.
    Overall rating
    • Industry: Marketing & Advertising
    • Company size: 11-50 Employees
    • Used Daily for 2+ years
    • Review Source

    Overall rating

    • Value for Money
    • Ease of Use
    • Customer Support
    • Likelihood to recommend 10.0 /10

    Full control of your PPC campaigns

    Reviewed on 2022/01/12

    I use it for many clients of my agency: it proves to be reliable, efficient, effective and really...

    I use it for many clients of my agency: it proves to be reliable, efficient, effective and really gives a boost to business

    Pros

    It's free, there is a lot of documentation on the web, the support is responsive and helpful, it's highly effective and you can see the performance in real time, being able to fix errors in your setup or adjust parameters to improve the outcome, there are a lot of metrics that tell you exactly how your campaigns are doing

    Cons

    It's not as easy and straightforward as many people tell: you have to work with it daily for some time, before you feel comfortable with it. And yet, there are continuous changes in the UX and also in some features (which is good, but it requires that you spend some time to keep up the pace)

    Matija D.
    Overall rating
    • Industry: Higher Education
    • Company size: 2-10 Employees
    • Used Monthly for 2+ years
    • Review Source

    Overall rating

    • Value for Money
    • Ease of Use
    • Customer Support
    • Likelihood to recommend 7.0 /10

    Google ads for SMB

    Reviewed on 2021/12/22

    We receive what we need for several campaign over the year period but sometime I am not sure if we...

    We receive what we need for several campaign over the year period but sometime I am not sure if we receive all the benefits. We tried to use other methods for increase website traffic and leads but at the end we comeback to Google Ads.

    Pros

    We receive good value for money in leads campaign. Development of campaign is straight forward and easy targeting specific locations.

    Cons

    It can be difficult to connect all the data received in the dashboard and to use all the benefits of the tool. It could be easier to use.

    Alternatives Considered

    Facebook for Business

    Reasons for Switching to Google Ads

    Costumer acquisition is lower on Google Ads than Facebook although not better in specific demographic reach.
    Theo T.
    Overall rating
    • Industry: Retail
    • Company size: 2-10 Employees
    • Used Daily for 2+ years
    • Review Source

    Overall rating

    • Value for Money
    • Ease of Use
    • Customer Support
    • Likelihood to recommend 5.0 /10

    There's gotta be a better way to advertise, Google

    Reviewed on 2021/12/16

    Google has market dominance on internet search PPC advertising. If you advertise online, you have...

    Google has market dominance on internet search PPC advertising. If you advertise online, you have little choice but to use Google Ads.

    Pros

    With a LOT of hard work and professional help you MAY be able to increase your sales, but of course there's a lot of time and expense required.

    Cons

    Google Ads will eagerly waste as much money as you let it if you're not careful. Even in a matter of HOURS. Yes, HOURS. That's how carefully you have to monitor it.

    Eduardo A.
    Overall rating
    • Industry: Food & Beverages
    • Company size: 11-50 Employees
    • Used Daily for 2+ years
    • Review Source

    Overall rating

    • Value for Money
    • Ease of Use
    • Customer Support
    • Likelihood to recommend 8.0 /10

    Excellent tool to kick start sales and bring in revenue

    Reviewed on 2021/09/22

    Great experience. For every dollar we spend in advertising we bring 7-10 dollars in sales....

    Great experience. For every dollar we spend in advertising we bring 7-10 dollars in sales. Excellent return on investment.

    Pros

    It generates me sales. It helps me drive traffic to my site and expose new people to my products. This along with facebook ads is a MUST for all businesses.

    Cons

    It can get quite complicated and the redesigns to the site don't help.

    Alternatives Considered

    Mailchimp

    Reasons for Switching to Google Ads

    Google is the biggest search engine in the internet.
    Verified Reviewer
    Overall rating
    • Industry: Banking
    • Company size: 11-50 Employees
    • Used Daily for 2+ years
    • Review Source

    Overall rating

    • Value for Money
    • Ease of Use
    • Likelihood to recommend 10.0 /10

    Probably the first marketing system to set up for online campaigns

    Reviewed on 2021/12/23

    Very satisfied. If something does not work for us we just stop it or change the targeting/budget/bid...

    Very satisfied. If something does not work for us we just stop it or change the targeting/budget/bids...
    As I mentioned above, it is a great tool for online marketing and if you are able to keep positive ROI from the campaigns it does not matter how much money you put there.

    Pros

    The campaigns in Google Ads are mostly performance ones so the Search Ads, Shopping Ads (for ecommerce), (dynamic) remarketing campaigns should be the first to set up. Great thing is also automatic campaign optimization (target CPA, target ROAS,..) where Google algorithm optimize campaigns for your target KPIs.

    Cons

    Google is moving campaigns into the sphere of "black box" which is not the bad thing if you are interested in bottom line = reach your target KPIs. Problem is if you also want to learn from the campaigns like who are your most valued visitors, what are their interests etc. For example Universal App Campaign which target for users to install/make action in App is easy to set up but you miss information about demographics/interest/etc information in reports.

    Showing 5 reviews of 473 Read all reviews

    Google Ads FAQs

    Below are some frequently asked questions for Google Ads.

    Google Ads offers the following pricing plans:

    • Pricing model: Free Version
    • Free Trial: Not Available

    You can sign into Google AdWords for free. You are only charged when someone clicks on your ad. You can define the daily budget you want to put down. You can also bid for important keywords.

    Google Ads has the following typical customers:

    Self Employed, 2-10, 11-50, 51-200, 201-500, 501-1 000, 1 001+

    Google Ads supports the following languages:

    Arabic, Czech, Danish, Dutch, English, Finnish, French, German, Hebrew, Hungarian, Indonesian, Irish, Italian, Japanese, Korean, Norwegian, Polish, Portuguese, Russian, Spanish, Swedish, Thai, Turkish, Ukrainian, zh-hant

    Google Ads supports the following devices:

    Android (Mobile)

    Google Ads integrates with the following applications:

    Google Analytics 360

    Google Ads offers the following support options:

    Email/Help Desk, FAQs/Forum, Knowledge Base, Phone Support

    Related categories

    See all software categories found for Google Ads.