google ads

Google Ads: What is it and what are its features

Google Ads helps you connect with the right people at the right time with the right message.

Remember what advertising was like before Google? The big companies made advertisements on TV, newspapers and magazines of great circulation, outdoors and all the media of OOH. Small companies, on the other hand, prospecting and advertising in small media such as neighborhood magazines, local radio stations, leaflets, PAP, among others. Some even have a channel like the billboard, but the scenario was not very democratic.

Google put an end to this paradigm. Be it small companies or micro companies, you can dispute the same search engine space with large companies, naturally taking into account several factors, such as the number of times they will appear, due to the high budget that large companies have for marketing. But I stress the importance of this, underlined by good strategic planning, clear objectives, analysis and optimization, all companies appear in the same research facilities. Creating online ads is for everyone!

google search screen
we can see in the image above that an ad of ours appears on the same screen as Google itself when we search for GSuite

In this article we are going to talk about

  • What is Google Ads
  • Google Ads features

What is Google Ads?

All the time, people use Google for the information they need to do their job. Google Ads is the digital advertising solution that helps you reach that audience and turn them into valuable customers, connecting with the right people at the right time with the right message.

Your sponsored links can appear on the Search Network, Display, Shopping, Youtube, in addition to Google partners, exactly when someone is looking for products or services like yours. You can also customize filtering by keywords and / or location to stay in front of the most relevant customers.

The Google Ads platform gives you access to a wide variety of online advertising products designed to reach customers at the most relevant time, so you can focus on growing your business, while Google technology works hard to provide you with the best results.

In short, people are looking for products, services, answers to their questions, information, among others on the most famous search engine in the world, Google. That, in turn, makes an auction on top of bids that companies are willing to give for certain keywords. In this fraction of a second, ads appear in the top search positions, whether on your computer, smartphone or tablet. Whoever has the best title, best copy for descriptions and ctas and uses good practices, Google has more chances of clicking. It is important to note that your CTR, that is, your usage rate, counts for your ad to be shown in the first position. We realized with this that it is not only the payment and “more”, it is necessary to be relevant even for the paid research.

After the ads, Google presents the most relevant organic results, that is, the sites that are ranked better, that is, do an excellent job of SEO. But that is subject to another post.

Google Ads features

Now that you know what Google Ads is, I'm going to go a little deeper into its features. By understanding this, you’ll be able to track your campaign more accurately, making sure you don’t waste time (or money) making ads that don’t bring results.

Google Ads is very accurate and intuitive, but it is worth noting that it is not an easy tool to use. So I want to continue before I go any further, to say that we are available to help you on this journey. After all, who better to help your business grow on Google than an Agency Google Partner?

Search Network

This classic search engine page is where Search Network ads are displayed, which occupy prominent areas, usually in the three or four most important positions, and also appear in the bottom positions of the page as well

In addition to this page, the search results are also presented on major portals such as G1, UOL, Terra, and also on smaller sites with internal search engines that are part of Google's affiliate network, which is Google AdSense. But this is also conversation for another postblog.

Advertising on the Google Search Network is very interesting because that's where people look for that keyword that has to do with your business, meaning you have a chance to show your ad at exactly the moment someone is looking for. Isn't it fantastic?

Display Network

The Display Network has numerous partner sites, as well as some from Google, such as Gmail, Blogger and YouTube, for example, that work with Google Ads. Your ad can run even on mobile apps.

The advertiser using this network has a very large audience reach. And you can still reach him in many ways, through the channel that interests you most. These ads can be in text, image, video or Rich Media.


  • Create several types of ads: text, image, interactive and video;
  • Serve ads on sites relevant to the public;
  • Show ads to customers who are probably already on the journey.

Main formats

To serve ads on the Display Network, there are now 42 formats. But we have brought here the formats that your ad must have in order to work in the vast majority of Google ad spaces.

main measures of google banners

Video Ads or Youtube Ads

Those who browse the web consume content on YouTube because it is diverse and highly relevant, because it is a community that connects.

One third of the world's population consumes YouTube content and adds billions of hours watched. That is why Youtube is now the second place where it looks for more information, second only to Google itself.

Try to count how many times you looked for a tutorial to learn how to do something. I'm sure we lost count of the amount. That's what makes YouTube a great channel for ads, because while people looking for content and creators are on the creating platform, you can communicate directly with your audience.

youtube ads
We can see in this example the areas that we can advertise on Youtube. In this case, in a video that talks about finance, the productivity platform company takes the opportunity to communicate with this audience

Below we can see the types of youtube ads:


  • Standard Banners
  • Invideo


  • True View
  • Standard in-stream.

Other Resources

  • Masthead and expansive on the homepage, which can be ordered with the Google team
  • Rich Media.

Google Shopping

This type of ad is very good for companies that sell online. Mainly retailers and even wholesalers, since they are visual ads, which appear even before searching for ads. In this way, your product photo is visible and also your price, title, store, which allows you to refine whether or not it makes sense to click on your product.

Below we can see an example of when we look for “wood sculpture”, Dracena Home stands out in the first ads, competing with big ones like Elo7 and Tok & Stok.

google shopping

Advertising on Google Shopping is not that simple. The first step is to send product data to the Google Merchant Center in the form of a Data Feed, usually in an XML file, or if your site is on ecommerce platforms like ours, it automatically creates that feed and only links. Merchant Center is a bit demanding with the correct filling, so it is good to check if the feed is approved.

Shortly thereafter, a Campaign can be created in Google Ads for the purpose of Purchasing, so it will use the information from Feed GMC to run the ads. These ads can be created dynamically and can appear on both the Search Network and the display network, including being used in remarketing campaigns.

It is worth noting that in this type of ads we do not target keywords, the term we look for has to do with the description of the product in the Feed, it is who determines how and where the ads will appear.

Apps Campaigns

That applications are trends that no one can deny. A survey carried out by Opnion Box in April this year it reveals that 58% of Brazilian internet users have already made purchases within applications. In addition to the convenience of buying with a few clicks, because normally your card already exists, among others, applications are a great means of communication between the company and the customer.

Google Ads has specific campaigns for mobile applications on the Search, Display and Youtube networks.

App installs campaign

The focus of this type of ad is to get the public to download your App. We can promote your application on the Search Network, Display Network or YouTube.

Universal app campaign

This format allows you to advertise on the application download platform, Google Play. On Google Search, YouTube and other apps that will get people to list your app on the Google Play Store

App engagement campaigns

These campaigns target ads to find people interested in the content of your app or to have users who have already downloaded your app using it again.


In particular, the remarketing strategy is one of my favorites. These ads are those that appear after entering a certain website that is marked by the Google Remarketing Tag. Capture the cookie from the device that the user browsed to a particular website and insert it into a remarketing list that is stored in the Shared Libraries of your Google Ads Account or even in your Google Account Google Analytics if it is integrated. When you create a campaign, you can direct that group of people to see a specific ad based on your browsing.

Here are the types of remarketing that Google Ads offers:

  • Standard remarketing

Google displays ads to those who have visited your site before, serving them on websites and display network applications.

standard remarketing

In the example above, we had entered the AGX website, and shortly after, when we entered the AGX website Small & Big Business, you could see the ad in the space that the site is intended for Google.

  • Dynamic remarketing

This is my favorite within the Remarketing strategy, because it is what can be as assertive as possible. Dynamic Remarketing displays on display network sites and applications the products or services that visitors viewed on your site, generating this very specific memory, making it even easier to make decisions and customer experience. Below we can see an example of Dynamic Remarketing that was shown to me on Youtube, because I am particularly passionate about tennis and I follow the weekly releases of Nike. Google ads showed exactly the models I made in the website preview.

dynamic remarketing


  • Mobile remarketing

This format is very interesting for those who have the Mobile App, as it displays ads to those who accessed your application or mobile site, running them on other apps or websites.

  • Remarketing lists for search ads

Imagine remarketing showing a personalized ad to the visitor who came to your site and didn’t complete a purchase. Just like this format. The user may receive an advertisement on the Search Network with the title: "Go back and complete your order that you left in your cart." This draws the user's attention even more.

  • Video remarketing

People who interacted with your videos or YouTube channel can also be impacted again while browsing YouTube and other videos, websites and apps on the Display Network.

Similar hearings

Anyone who has advertised ads on Facebook probably used the look-alike feature. This functionality is very similar, but in Google Ads. That is, you can create lists based on characteristics similar to those that have already visited your site or showed some interest.

When you create a remarketing list, especially if you’re just starting out and have little traffic, showing ads to that list can be a way to reach new customers.

Ads for mailing lists

This feature allows us to upload a smooth email and create specific campaigns for those who are already customers, for example.

Note that today's functionality is more restricted for users. You can only use this feature with customers who have already invested a large amount in campaigns.

Campaigns for telephone calls (Call only)

Does your company have no website? Your problems are over! With this type of campaign you can generate phone calls instead of redirecting to a website.

This functionality is also very good for having websites, but that, depending on the time and the user's need, he does not need to see the site, and he already clicks directly for phone calls on mobile devices.

Did this article help?

We try to briefly explain the basics of Google ads. If you've read it so far, and still have a question, feel free to leave a comment and we'll get back to you as soon as possible. See you next time!

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