Google advertising enables advertisers to display ads only when users search for information using the keywords purchased by the advertiser in the Google search engine.
Google Ads, or sponsored links, are ads commonly seen during online searches. Ads appear at the top and at the bottom of the results page and are labeled as ads (Google has not used a right-hand column of ads since 2016).
Advantages of Google Ads advertising:
- Enables targeted advertising,
- You pay only for clicks on your ad, with the ability to set a daily budget,
- Allows continuous monitoring of performance and implementation of improvements to enhance campaign effectiveness.
Google Ads today. Classic search ads are still here, but they have changed: Google mostly assembles ads itself from your headlines and descriptions (responsive search ads). For an online store, shopping ads and free listings matter more today; for these you upload your items to Google Merchant Center (name, price, stock, GTIN, shipping, returns). Performance Max is one campaign that looks for purchases across all Google surfaces; you supply the catalog, the ad creative and the conversion values. Smart Bidding works only if conversions are measured correctly. Ads may appear above or below the AI summary in Google Search; ads inside the summary and in AI Mode are for now limited to selected markets and languages, so check with Google for your market. Where to start: 1. Merchant Center, 2. shopping ads, 3. Performance Max.
Frequently asked questions
Shopping campaigns (Google Shopping) for displaying product ads with image and price, search campaigns for branded and product keywords, Performance Max for automated reach across all Google channels, and remarketing campaigns for returning already-known visitors.
Google Shopping displays products with image, price, and store name directly in search results. Buyers who click are already in a purchasing mindset. Shopping campaigns often perform well because purchase intent is already evident from the search, but results depend on catalog quality and measurement.
Google Ads needs a few weeks to collect data and for the algorithms to learn (especially Performance Max). The first adjustments make sense once enough data is collected, and full optimization is regular, monthly work. Campaigns only pay off with regular management (done by a specialized agency, an experienced individual or by you).
Negative keywords prevent the ad from showing for irrelevant queries. For example, if you sell premium products, you add "free" as a negative keyword. Properly configured negative keywords significantly reduce ineffective budget spending.
Ideal structure: campaigns separated by type (Shopping, Search, Display) and goals, ad groups by thematic keyword clusters, at least 2-3 ad variants per ad group for testing. Consistent naming makes management and reporting easier.
My name is Anže, I am a certified Magento solution expert and the maker of several award-winning online stores. I am the architect of all Degriz projects.
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