Google Ads is a digital marketing and advertising service belonging to the Google company. This is used to create advertisements and advertise them to potential sponsors online. These ads will appear on the results page.

This service is very useful for all types of companies or ventures, as it allows them to have a great impact. In addition to having affordable prices for all users. In this article we will explain what Google ads is and what its fundamental principles are when using it.

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    What is Google Ads for?

    As mentioned before, Google Ads is a digital marketing and advertising service belonging to the Google company. This is used to create advertisements and advertise them to potential advertisers online. These ads will appear on the results page.

    Like all companies, Google ads has a system by which it is governed, said system says that the ad is displayed to a lesser or greater extent. Knowing which ad is shown in a better or worse place is determined by the ranking of said ad.


    In this way, we must first understand what ranking is. The ranking is the multiplication of what we are willing to pay for our keyword. To this multiplication is also added the quality of our keyword.

    3 Fundamental principles to understand Google ADS

    Now that we understand how Google Ads works, let's talk about its 3 main fundamentals. It is important to note that we must have these factors as best as possible for our marketing campaign to be a success. These factors are the CPC or Bid, the Quality Score or quality level and finally the impact.

    Region (Max CPC)

    The bidding or cost-per-click system is very simple because the way it works is that advertisers pay Google Ads fees for every user who clicks on their ad. This business model got its name because it means "cost per click (CPC)" in English.


    It's important to note that the price per click is not fixed, but depends on the auction and the quality level of the ad. Therefore, supply and demand, as well as various factors, determine the quality and relevance of our advertising.

    On the other hand, the classification of each ad is based on a rating of 3, 7 and 10. These are the search result packages that Google Ads provides to its advertisers. In this way, in addition to price, each advertiser is determined to appear in one step or another.

    In this way, positions in the ranking can vary based on the cost of each user's click on the ad. The position also varies based on the relevance of the ad and the quality of the page that was clicked through.

    Quality value or quality level

    In addition to CPC, Google strives to maintain the quality of its results, which is why it uses a quality rating system in its ads. This is one of the factors that affects Google Ads ad ranking. Therefore, a high quality score means that it appears more often in a user's search query. This is because what users search for is closely related to our keywords.


    This is also closely related to the advertiser's bid on the keyword. Additionally, the ad itself and the landing page provided by the advertiser are also taken into account. Google's goal is to provide users with the highest quality search results, paid or not.

    The second factor that determines a Google Ads ad's position is its Quality Rating or Quality Score. When it comes to the components of Quality Score, these are the expected CTR for each user, the experience of visiting the page, and the relevance of the ad.

    Predicted CTR refers to the likelihood of our ad being clicked when a keyword is displayed. Ad relevance, on the other hand, is nothing more than a match between a user's search and our ad's keywords.

    Expected impact of extensions and other ad formats

    When we talk about extensions and how they affect our ads, we're talking about how likely they are to generate clicks. Extensions allow us to display various additional information about our business or products in advertisements.

    This additional information can be either the physical address of our premises or our services. It can also be our company or our company phone number or a link to our website.

    As for ad formats, we've expanded on the most common formats above. Another automatic format of Google Ads is the integration of other content on our website. even third-party content deemed relevant in our ads

    On the other hand, automatic ad formats also highlight information relevant to your business in the ad to attract users. On the other hand, it's important to note that Google Shopping ads are not considered an ad format.


    Although Google Ads is a public service available to all Google users, using these services is not as easy as it seems. This is because Google Ads requires some specific requirements before each move to use their service.

    Among these requirements or mandatory factors that Google Ads puts to us, we can find the following. The purpose of our campaign is to see where it's going. The right keywords, what many users are looking for. Lastly is the type of activity we want to carry out.


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