Currently, Google Ads is one of the most used platforms by Digital Marketing experts, as well as being one of the most effective to achieve the objectives set by a business.

A well-executed Google Ads campaign can be crucial for conversions and revenue generated by the published ad.  To create a Google Ads campaign, it is vital to understand how it works and to take into account the different factors that affect each ad group.

Google Ads allows you to offer sponsored advertising to potential advertisers. Google Ads sponsored ads appear on the results page alongside natural or organic search results. The success or failure of an Ads campaign will depend largely on your knowledge of the platform. 

What is Google Ads?

Google Ads, formerly known as Google Adwords, is an online advertising platform. It is one of the most widely used online advertising platforms in the world. 

Google Ads allows the user to create five different types of campaigns: search campaigns, display campaigns, shopping campaigns, video campaigns and app campaigns. 

It is important to note that ads are shown to users based on their searches and interests. The ads appear on Google’s own services (search engine, maps, gmail, youtube, etc.) and on third party sites.

Tips for creating a successful Google Ads campaign

Pay attention to less competitive keywords

Keywords with higher relevance tend to show a higher CPC, as all companies in the sector compete for them. Using this type of keyword can often result in an unprofitable campaign. 

On the other hand, by using less competitive keywords, it is possible to compensate the sales generated with the investment made in advertising. These types of keywords usually have a much lower CPC than more competitive keywords. Being ahead of the competition and looking for alternatives ensures success in Google Ads campaigns.


Remarketing is a system that allows you to create tailored or personalised ads for users who have performed an action on your website. 

We must take into account that nowadays, many web users compare different websites before deciding who to buy a product from. For this reason, using remarketing techniques allows us to remember and offer the potential customer the product or service they have been interested in at some point.

This is a solution associated with Google Adwords with the aim of achieving a better return on investment (ROI). 

Optimising negative keywords

Negative keywords allow you to specify which keywords are not suitable for the product or service you want to advertise. By adding a keyword as a negative keyword, Google automatically prevents your ads from showing for keyword searches that do not align with your target customers.

Google Ads offers the ability to add negative keywords at the campaign level, but you can also refine this by adding unique keywords to specific ad groups.

Using ad extensions

Google Ads allows users to add extensions to ads to make them more appealing to potential customers. Ad extensions are the small phrases and various features that accompany text ads.

It is highly recommended to use ad extensions. It is true that they are completely optional, but they bring us a clear improvement in CTR, user experience and the content of the ad itself.

In addition, ad extensions provide more text to describe, classify and highlight the products you want to offer to the market, without increasing the investment in online advertising campaigns (SEM).

The extensions that are advised to use are: Site links, featured text and site excerpts. However, all other extensions are very useful.

Increase budget on the best performing campaigns

Increasing the budget in the campaigns where the best results have been obtained is one of the safest options to improve the company’s balance sheet. 

However, the amount you allocate to an online campaign should not be arbitrary. It is important to be clear about the type of campaign you want to use, the objectives you want to achieve and the total budget allocated by the company.

Jannik Romeu es Consultor de Marketing en Somos Sinapsis. Hace poco tiempo que descubrió el mundo online, pero cada vez se siente más atraído por esta área tan extensa por explorar. Al pertenecer a la generación Z, se caracteriza por ser multitasking y por pasar la mayor parte de su día frente a la pantalla (algo muy normal entre los jóvenes). En definitiva, ha encontrado un lugar donde poder encajar y crecer profesionalmente.