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Google Ads (formerly AdWords) is Google's pay-per-click online advertising program. With Google Ads users set their budget and choose where their ads appear in search listings, and on partner websites. Google Ads uses cost-per-click (CPC) bidding.https://media.trustradius.com/product-logos/C6/tm/KTG8QSJJ3R5N.PNGGoogle Ads - the dominant platform in SearchWe are a digital ad agency focusing on the New Car Dealership market. We manage the Google Ads accounts for approximately 175 clients. Clients submit their budgets and objectives to us and we set up, manage and maintain their Google Ads accounts to maximize their ROI on their ad spend in Google Ads. We manage Text Ads, Display Ads and Video ads for these Auto Dealership clients.,Allows for accurate budget spend on Pay per click advertising Allows for easy management of client's accounts Allows for targeted advertising in the digital space by focusing on Geography, Demographics, in market buyers and other types of parameters depending on the objectives of the advertising campaigns,Unfortunately, customer support has fallen by the wayside since Google has gone public. It is now outsourced to a foreign country where command of English is an issue as well as limited understanding of the Google Ads platform. The platform was upgraded recently and now performs slower than it used to. This may not be an issue if you don't manage your account often, but larger accounts with higher budgets will spend more time on the platform performing the same tasks. The Help Files need better organization and updating. A lot of the Help files are still showing how to operate in the old platform and need updating. The Help files also have a tendency to be too broad and not focused on one task or section of Google Ads. Finding answers to your questions can take a bit of time.,8,Using Google Ads has helped increase leads, sales, market share and profits for the clients we manage accounts for Google Ads allows for very accurate tracking of Ad dollar ad spend in the search universe Tracking leads and conversions, which in turn help us calculate ROI is very easy within the Google Ads platform,Bing Ads,B2C,10,6,Manage Client's Search Ad Spend Budgets in Google Manage Client's Display and Video Ad Spend Budgets in Google Generate Reporting to determine ROI on Digital Advertising Ad spendIf you have an advertising budget, you should be using Google AdsI've worked for a re-seller of Google Ads (then known as AdWords - a branding change that happened about a year ago). We implemented the ad campaigns for several clients of our digital marketing agency. What we liked about it is that we knew how our ad money was being spent with a greater degree of certainty than if it were spent on traditional media ads (radio, print, TV).,Targeted advertising - show up or avoid showing up for very specific Google searches Offers a great degree of control over your ad budget. You pretty much know what you're getting and can - for the right price - get what you want.,Though Google Ads offers greater certainty in the effectiveness of your campaign than traditional media, there's still some mystery to it. Paying per click CAN be efficient, but not all clicks are equal. This is NOT an SEO tool - good SEO can aid your campaigns but it is an entirely separate beast than Google Ads. One does not serve as a substitute for the other. Even when Google Ads work great, they are not a cure-all. Your company still needs to be able to deliver what the customers (the ones doing the clicking) want.,9,This was an effective tool for effectively using client ad budgets. Let's say you only have $100/week for this, you can pause your campaign and only run it during the heaviest internet traffic times, or simply turn off "the faucet" when you hit your spending limit. Google Ads gives you insight for optimizing your ads (again this is different from SEO) - the tips may leave you with some useful knowledge you can use outside of Google Ads. Great for transparency. Google Ads reports on which ads are working and where improvements can be made.,Facebook for Business,BothGoogle Ads -- Extremely Powerful Advertising OpportunityGoogle Ads is a key driver of new business for many of our best clients. It allows our clients to target the kinds of problems that potential customers could get solved by our client, and help those potential customers connect. We have generally seen significant positive ROI with a solid, analytics-backed strategy, and a client willing to give Google ads their all.,Looking to drive targeted interest, in particular, service/product offerings. Create high-impact awareness of a business or service type. Build the business opportunities needed to succeed.,The interface and jargon have a steep learning curve. It is easy to spend money quickly and foolishly with an inexperienced advertiser. Powerful, key features can be buried multiple menus deep.,9,It's driven new client acquisitions for our agency. It's driven new customer acquisition for our clients. We've been able to develop huge new opportunities for client exposure to their best potential prospects.,Facebook for Business and LinkedIn Marketing Solutions,BothGoogle Ads is my main advertising tool. It gives the most value for my clients.Currently, I manage about 15 different Ads accounts. With them, I help my clients increase their presence online as well as their sells and business leads. I achieve this using different campaigns with different strategies, each one of them, very useful to what we are focusing on. At this point, I have about 2 years of experience using this platform, and I found it to be one of the main and most useful tools to achieve my client's marketing goals.,Reaching my client's different buyer personas by using specific keywords and other types of segmentation. Creating an online presence through different types of ads. Increasing traffic to my client's websites. Acquiring leads for my client's businesses. Find competitors I didn't know about by analyzing the impression share from the keywords we are using.,Sometimes it takes a long time to load the page, which can make me grow impatient. Some features are not available in markets such as in Mexico. Some of them would be useful, mainly for shopping campaigns. Sometimes setting up a shopping campaign can be difficult due to linking and approvals from the merchant center.,10,I've seen the very low cost for acquisition which impacts directly on sales with a lower marketing cost For e-commerce, I've found out Ads has been particularly useful because we can analyze how much we can make out from every dollar (peso) spent. I have worked with clients to improve their sales and by presenting the with reports, help them decide that an increase in PPC budget can reflect on an increase in sales.,Facebook for Business and LinkedIn Lead Accelerator,BothThe 900 Pound Gorilla of Search Engine MarketingGoogle Ads is one of the advertising platforms that we utilize for clients and for our digital marketing agency. This platform is the gold standard of search engine marketing, not necessarily because of the platform's tools, but primarily for the shear size and reach of Google itself. Allowing clients to find new potential customers based on search intent is a foundation of the digital marketing space.,Vast ad inventory and potential customer reach Advertise to people intending to find answers to problems Easy-to-explain platform makes client interactions easier,Steep learning curve High competition Highly variable costs,9,Increased exposure and lead generation for clients Provided transparency to the ad purchasing process Allows highly granular analysis of ad performance,Facebook for Business, LinkedIn Marketing Solutions and Twitter Ads,BothNot recommended for wholesalersWe use Google Ads internationally, mainly by our local digital marketing teams with help of agencies. First and foremost it is a marketing tool. We use it to get our YouTube campaigns visible to the right audience. It is an addition to our traditional TV advertising and oftentimes we run this simultaneously.,Cheap exposure, 5 € cent/view is a common metric in our campaigns which is comparable to the GRPs we are achieving Detailed metrics Targeted audiences,No visibility on actual in-store sales, it's hard to track this in EU countries For wholesalers, not the best option,8,More visitors to our webshop and more visibility for our products. Cost investment with no real measurable ROI.,B2CGo-to advertising platformOur marketing department primarily uses Google Ads to serve relevant ads to prospective leads via search. We do some display advertising, but it is only a small fraction of our budget and it's all related to remarketing. With Google Ads we can get to the top of SERPs when we don't have strong enough content to rank for a search term organically.,Integrates seamlessly with other Google products (like analytics) Makes it clear how you can improve your ROI through more relevant content, better landing page experiences, etc. Continuously adding new features,Not very clear how automated bidding works...could do a better job of illustrating exactly how automated bidding will outperform manual bidding. Quality Score metric is informative, but not always actionable. Google has taken steps to improve this by being more specific about how we can make our landing pages better, keywords more relevant, etc. But improvements we make aren't always reflected in the quality score.,8,Google has had a positive impact on our ROI, because we can capture new leads and easily track the cost of leads to determine whether or not our advertising budget should increase or decrease. Also had a positive impact on ROI because for the most part, Google Ads is automated. Saves us time because we don't need a full-time employee to be monitoring our ads on a daily basis.,Bing Ads,B2BGoogle Ads Much to My Business!We currently use Google Ads to set up and manage all of our search ad campaigns. Google Ads has come a long way in the past 10+ years. The current platform is incredibly powerful and customizable, with incredibly detailed metrics and reports available to help you slice and dice your data however you see fit. Targeting options are also robust, as are the capabilities to customize ads with modifiers, extensions, etc.,Google Ads is more affordable than other advertising options like radio or television, and allows us to tailor our ads to specific audiences interests. The Google Ad campaign was easy to set up and run. Ad tracking aids in optimizing your campaign while in motion to reduce your CPC and increase your conversions,Google only allows you to run one credit card at a time. The trickiest thing about Google Ads is getting started if you are a beginner. The platform gives you a lot of information in terms of how your ads are performing.,8,Easy to set up and so many powerful opportunities to nurture your campaigns. I use Google Ads to generate leads and build awareness for our own business. Provides in-depth insights on how ads are running to help optimize them to reduce cpc and drive up conversion.,Bing Ads, Yahoo! Advertising and Quora Blogs,B2CGreat for Marketers, But has a Confusing LayoutGoogle Ads (formerly Adwords) is great for advertising your business and tracking the results fo your campaigns and setting up the automated bidding process, so you are not constantly monitoring and changing the bidding and budgets, and tracking the results is laid out for you in the overview, but you can fine-tune and see the details of each campaign and ad as well.,Advertising. Budgeting.,User-friendly. Layout. Simplification.,9,High cost. Training. Cost to outsource.,Bing Ads, Facebook for Business and Yahoo! Advertising,BothReach Your Customers Where They AreWe use Google Ads for several specific clients, and also to advertise our marketing agency. Getting clients in front of consumers online is a perpetual problem, but a well-run Google Ads campaign can work wonders. We've even had clients pause their campaigns because they weren't able to handle the amount of work and contact the ads were bringing in.,Keyword isolation and tracking. Negative keywords and targeting. Reporting. Contact features.,I would love an easier to navigate interface.,8,We've seen increased client calls. Gained increased web traffic. We've increased the number of weekly potential client meetings.,BothGoogle AdWordsGoogle Ads is being utilized for our digital department. We run AdWords campaigns on behalf of our clients. We run anything from your typical search campaign, to display campaigns, shopping campaigns, and YouTube campaigns. We are a digital agency that can pitch and fulfill a client's Google AdWords campaign. We manage hundreds of clients on a monthly basis.,A strong audience An easy to use UI A great value proposition for clients Many targeting capabilities,Could use some help in the ad builder, it would be great to have examples of ad copy to use. The set up is easy, but it is a long process from start to finish.,9,It is great because this is CPC based, therefore, depending on your vertical, keywords can be very affordable, which in turn will make your cost per conversion rather low. It is farther down the advertising funnel, allowing it to be more leads based.,Bing Ads,BothGoogle Ads -- A high price, but results from day one.It is core to its use cases. We are using Google Ads in our marketing department, most of the time to reach more specific traffic, more conversions, and more clicks. The most used feature of Google Ads in our department is keyword-based geographic customer segmentation. And for website SEO, it is the best.,SEO marketing with keyword suggestions. Customer segmentation according to geography. Different types of Ad campaigns, whether video, image, or text-based.,The pricing model could be restructured and reframed. Provide tutorials for working hands-on with the tool, rather than the theoretical academy. Sometimes you have to be very specific about your keywords for common products/services to reach a better crowd.,7,Positive: Better results from day one. Negative: Sometimes you pay high for the campaign, and the Ads do not reach a targeted crowd. Positive: You can reach remote internet users for more engagement.,B2CMy experience with Google AdsWe use it to publish Ads in search results and in display sites. Not only ads about ourselves, but also to publish ads for our clients (companies from Argentina and other Latin America countries). Almost in the last year Google Ads has increased functions and options available to customize ads and delivering the ads to custom audiences. I think that using the control panel is not easy for final users.,Segment audiences Custom format ads Responsive ads Pay as you use it,Not easy to use for all the people Not clear that you can use "negative" words,10,positive ROI positive pay for results as you pay per click,Bing Ads and Twitter Ads,B2CGoogle Ads are worth the effortWe use Google Ads for Search, Display, Shopping, Video and Remarketing campaigns. It is used primarily in Marketing but the owner and e-commerce have access and do review progress from time to time. We have focused our strategy this past year on having Ads online be our wide net, funnel top end, awareness. We work with a third party company to manage multiple SKUs, keywords, and campaigns through the seasons.,It works in conjunction with Google Analytics to give us data It works it multiple ways showing customers (display), prompting customers (search) and showing customers (shopping/video) our products We have pixel's placed within our sites with Google Ads to determine the most meaningful assessments, did we get a sale, or solid lead.,It is always changing its technology, sometimes hard to keep up when you have so many campaigns built It has so many options, you don't always know if you are stabbing in the dark or picking a gold mine It is only what you put into it, there is a lot of work, analysis and theory that goes into making good ads online,9,It has helped our online store grow tremendously. It creates a pathway to allow people to come to our websites first. It is what you put into it. We have invested a lot of time, energy and effort, not to mention spend on ads themselves.,Bing Ads,B2CGoogle Ads is a must-have for any business.Google Ads is used by our marketing department for online advertising (sometimes called PPC advertising). Google Ads makes self-serve ads on Google's ad networks accessible and easy.,Search Advertising. Google is ubiquitous and the level of control they give over how you want your ads to appear is a no-brainer. Display Advertising. Great for branding campaigns, especially remarketing to current customers. Integration with Google Analytics. See all of your Google Ads data in the most popular web analytics platform.,Google Ads launched a new user interface in the past year and it can be confusing for some experienced users. Exclude mobile app ads without excluding all of mobile. Better native ads offering.,10,Google Ads campaigns account for around 20-25% of our online revenue (small business e-commerce). Display campaigns, while useful for branding spend, don't convert at a decent enough rate for a good return on investment. Remarketing campaigns (serving ads to people who visited your website) have nearly as high a conversion rate as our search campaigns, sometimes as much as double the conversion rate.,Bing Ads,B2BGoogle Ads ReviewWe use Google Ads for SEM activities, general display, and video advertising. We started doing all marketing activities in-house, this includes buying ad slots. Daily usage of Ads happens within our Marketing department. Google Ads enables us to buy ad slots on a wide range of websites and ad spaces with relative ease. Its easy to learn interface helped us move that part of ad management in-house fast - saving us money.,Smart Ads - Machine learning optimization of ads and bidding. Good analytics overview of ads performance. Search, video, display and Gmail ads in one tool. Ability to connect to Google Analytics for audiences and conversion optimization options. Well structured UI helps you answer your questions quickly. Script support enables users to make automated changes in Ads. Dynamic remarketing - takes some know-how to set-up but well worth it.,Machine learning optimizations need a large amount of data - might be a problem for smaller sites/markets≥ Some features are location-based. Support may sometimes be hard to get.,9,Search Ads generally work great - as a rule, they give us a very decent ROI. Display Ads performance depends on your ad copies - we are satisfied with our results thus far. Operating with Google Ads in-house saves us on agency fees. Dynamic remarketing has shown us great results!,Facebook for Business,BothGoogle Ads Has Helped Us Increase Qualified LeadsGoogle Ads is currently being used on the Marketing team to help promote our content assets and increase brand awareness. Our goal is to reach our target audience and encourage them to interact with our content in order to increase lead generation.,Retargeting people who previously visited our website. Targeting the kind of audiences we would like to get in front of. Get in front of people who are looking for more information about our products.,Ad approval can sometimes be sporadic and unnecessarily difficult. Answers for why things can/can't be done are not always consistent from person to person at Google. Things are always changing which is usually good, but changes aren't always clearly communicated.,9,Increased qualified leads. Additional pipeline. Increased brand awareness above competitors.,Bing Ads,B2BEasy to use, easy to applyWe are a digital marketing agency, therefore all members of the agency are using Google Ads. I am a senior account manager and have used is more than 3 years.,Data is explained and pictured in a simple way that even a regular user can understand Easy to set-up and so many powerful opportunities to nurture your campaigns Was quite adaptive, I really like that I can make own dashboards Gives detailed insights about opportunities and results Fast, responsive, and is constantly changing so I never get bored. There is always something that I could test,More options for custom metrics. For example, I would like to see the ratio between clicks and Gmail clicks to a website, but it is not eligible Heatmap option like Google Analytics has Ad preview link that could be sent to a third party member who doesn't have the access to Google Ads,7,Positive - Growth in sales. Positive - Bigger brand awareness and recognition. Negative - Competitors copying sales and ad approaches. Negative - In the display network, it is hard to control where and when my brand is introduced. Would like to have even more control over this. Positive - Easy to download data and do further analysis with it.,AdRoll,BothSmall Ads agency using Google Ads for clientsI use Google Ads to generate leads and build awareness for clients, and our own business. My Clients are typically small businesses and do not have multiple business units. Several of our clients are looking to increase their sales funnel and Google Ads helps them do that in a cost-effective way.,The ability to target by FSA in the postal code is quite helpful, as several of our clients are local businesses with local clientele. The reporting functionality is robust and customizable, as well as fairly easy to use. The user interface is fairly simple and straightforward, especially compared to other advertising platforms. The ability to target users by creating custom affinity groups is quite handy and allows us to segment our audience well.,The biggest concern we have is the potential for fake clicks, particularly with display advertising. A good number of our clicks come from tiny, obscure, or fake websites that generate 50%-100% click through rates. This behavior seems unlikely to be real people clicking because they're interested, and more likely a click farm or some fraudulent behavior. While the reporting feature offers lots of ability to customize, the graphical reporting functionality is lacking. It's not very attractive or customizable. Automated behaviors are difficult to use and could use simplification. Custom scripts are often required to achieve the desired behavior.,9,Several of our clients have been able to increase their net revenues by using Google Ads, since we end up generating more revenue per lead than our CPA. At least one client ended up wasting thousands of dollars on Ads with little to no return. Despite trying different variations of ads and targeting, we couldn't get a positive return for them and recommended allocating that spend somewhere else. One of our newer clients recently allocated spend to Ads that had formerly been allocated to newspaper advertising, and saw a significant increase in revenues as a result.,Facebook for Business,BothGoogle Adwords-A Useful Tool Once You Understand How to Use ItWe use Google Adwords to raise awareness about our company's products and boost sales. It is used by several departments within the company, though to various degrees. It is managed out of our communication department for the most part, though I manage the ads for the product that I manage.,Helps generate keywords. Provides in-depth insights on how ads are running.,The organization of campaigns and ad groups can be confusing. Budgeting for ads can be confusing.,7,Google Adwords has increased traffic to our website. Google Adwords has increased slaes. Google Adwords has encouraged us to think through our landing pages and website content.,BothGoogle Ads is IndispensableIt's used by one individual to ensure our company pages rank highly for Google search engine queries relevant to our products and solutions.,Get our brand in front of the most interested audience Learn how people are searching for our products and services,I would like to see more accurate lookalike/similar audiences,10,It's the best channel for ROI for eCommerce businesses Has wonderful performance reporting Scale is limited for niche or highly competitive businesses,,B2BGreat way to reach audiencesWe use Adwords for our shop, and it has been a wealth of knowledge. We use it for remarketing which is the biggest earner from both social and search paid marketing strategies. Now our brand is more than known in our niche space,remarketing search campaigns budgetting,click fraud multiple clicks similar keywords,10,we increased our sales by 50% in the first 3 months, with a small budget our marketing budget doubled we achieved a bigger reach,Bing Ads,B2C,1,1,Marketing remarketing price per client acquisition,to reach a greater audience to come with greater products based on specific market searches see trends in seasons,improve prices and quatations better trend understanding product availability in certain months,10Complex but Great ToolAdwords is being used in our organization by the marketing department in order to bring in new and relevant leads as well as retain users who have visited our website into becoming sign-ups.,Distribute ads across different mediums. Provide great support to paid customers. Have an easy to use feature set once you realize how to work it.,Although it's easy to use once you learn the system, there are a lot of hidden advanced options that once you are done with the basic set up, is difficult to find and learn about. It would be great to be able to get tips on using those advanced features. UI can be changed to make the UX easier. Although they are trying to make it cleaner with the beta version, it is now hard to find things because it is so very different, and as a prior customer, I wish there as more onboarding. Onboarding, in general, could be better.,8,More leads and customer conversations. An increase in sessions on our site. Helped us understand keyword and relevance better.,AdRoll,B2BAdwords for Website TrafficWe use Adwords for a Coupon website CouponzPoint in India. There is a lot of competition and the bid rate goes very high. But we work on Low Competition Keywords at a Low Bid rate. Slowly we can optimize to contribute to ROI. Adword should further work on economizing Adwords for Small companies.,You can get cheap traffic on your website. You can earn if you optimize your campaign patiently. Adword for Search keywords is the best.,When the bids go very high, Everybody tries but hardly there is ROI. Adword should expand to optimizing for the local areas, the small segment in a city. There should be the ceiling for the bid making it profitable. Adwords will earn less but people will love it.,7,We got Traffic We did not get ROI sometimes.,,B2CAdWords - A Search PerspectiveAdWords is currently being used as a marketing tool to support other channels such as Paid Social and Programmatic. As AdWords works lower down the funnel it helps to generate leads and increase revenue via selected targeting, either it is B2C or B2B marketing. It is currently being used by our specialist Paid Search teams that use AdWords and BingAds. Overall, AdWords solves many problems, these include but are not limited to, low organic search rankings, finding new customers, driving more users to your site, as well as allowing the business in question to increase their overall revenue.,AdWords utilizes audience lists very well. These are lists that are created either with cookies, first-party data (from the business) or by using Google's own created topics. Audience lists are a strength mainly because it allows the business to target users who are more relevant to them, this, firstly, reduces spend on less relevant users and also increases revenue and conversions, which can really help a business grow. AdWords also circumvents the problem regarding low organic search rankings. For many businesses, organic search rankings could be very low for many non-brand related terms. AdWords gets around this by allowing you to bid on the first 4 positions on the search results page. This is essential to increase the visibility of the business, as well as allowing you the choice to bid on certain terms. AdWords also provides Ad Extensions, these are extensions to your usual PPC ads and allows you to add additional information that you may not be able to fit into the character limit. The ad extensions include sitelinks (links that take you to various pages on your site), callouts (a list of unique selling points that will entice the user to click), Call extensions (a phone number). These extensions allow your business to firstly take up more space when the advert is shown on the results page, which takes attention away from competitors and thus, vastly increases the likelihood of a user clicking on your ad. These extensions would not always be available if you run your business using SEO only.,AdWords editor doesn't allow for the editing of Dynamic Search Ads (DSA) campaigns. I would like for this to be changed, as I prefer to see my changes before they go live, however for DSAs you are unable to do this and all changes have to occur live in the account. I would like to see a functionality that allows you to apply an audience list to a device, without the need to create a separate device-specific campaign. This would be beneficial if you see a certain type of user is more likely to click on a specific device. I would like to see the user interface to change slightly to allow for more visibility of overall performance in a graph. This could be done by setting primary and secondary KPIs in the account and then these could be displayed on a top-level chart. The idea of this is to see where drops and peaks occur and where you could investigate it more.,9,AdWords has seen added an additional 30% of revenue on top of what the client was already getting, this is in addition to the increase in revenue for organic searches which has a direct correlation to when we began paid search activity Through our Google Analytics, we have been able to show an increase of over 100% in unique visitors to the site, which gives us a large pool of users to then retarget to, through other channels or remarketing campaigns. In spite of the good performance stated above, we did see branded terms for organic searches reduce slightly due to the paid search traffic campaigns. To combat this, we turned off branded activity and only ran non-branded terms, this allowed for a symbiosis between the two channels, where paid search funneled users to the branded terms and to the conversion point.,Bing Ads, DoubleClick, Google Analytics and Adobe Analytics,B2C
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Google Ads (formerly AdWords)
795 Ratings
Score 8.4 out of 101
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John Kobel profile photo
Score 8 out of 10
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We are a digital ad agency focusing on the New Car Dealership market. We manage the Google Ads accounts for approximately 175 clients. Clients submit their budgets and objectives to us and we set up, manage and maintain their Google Ads accounts to maximize their ROI on their ad spend in Google Ads. We manage Text Ads, Display Ads and Video ads for these Auto Dealership clients.
  • Allows for accurate budget spend on Pay per click advertising
  • Allows for easy management of client's accounts
  • Allows for targeted advertising in the digital space by focusing on Geography, Demographics, in market buyers and other types of parameters depending on the objectives of the advertising campaigns
  • Unfortunately, customer support has fallen by the wayside since Google has gone public. It is now outsourced to a foreign country where command of English is an issue as well as limited understanding of the Google Ads platform.
  • The platform was upgraded recently and now performs slower than it used to. This may not be an issue if you don't manage your account often, but larger accounts with higher budgets will spend more time on the platform performing the same tasks.
  • The Help Files need better organization and updating. A lot of the Help files are still showing how to operate in the old platform and need updating. The Help files also have a tendency to be too broad and not focused on one task or section of Google Ads. Finding answers to your questions can take a bit of time.
If you are going to do Search Advertising to promote your website, Google is the 600 pound gorilla in the room. If you don't spend money on Google for Search, you will not get the results you want. If you manage your account properly you can get a very good ROI. Results are easy to track and corrections can be made to your account based on the data Google Ads provides. Where Google is struggling is display advertising. Although Google has 90% of the internet covered, the platform does not make it as easy as other platforms to get your display ads in the right place at the right time. Lastly, everything Google tells you as guidelines must be taken with a grain of salt. They often toot their own horn but are not always looking out for your best interests. Ever since they went public, their focus is Return on Investor Dollars and not Return on Your Ad Dollars.
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Anthony Burke profile photo
Score 9 out of 10
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I've worked for a re-seller of Google Ads (then known as AdWords - a branding change that happened about a year ago). We implemented the ad campaigns for several clients of our digital marketing agency. What we liked about it is that we knew how our ad money was being spent with a greater degree of certainty than if it were spent on traditional media ads (radio, print, TV).
  • Targeted advertising - show up or avoid showing up for very specific Google searches
  • Offers a great degree of control over your ad budget.
  • You pretty much know what you're getting and can - for the right price - get what you want.
  • Though Google Ads offers greater certainty in the effectiveness of your campaign than traditional media, there's still some mystery to it.
  • Paying per click CAN be efficient, but not all clicks are equal.
  • This is NOT an SEO tool - good SEO can aid your campaigns but it is an entirely separate beast than Google Ads. One does not serve as a substitute for the other.
  • Even when Google Ads work great, they are not a cure-all. Your company still needs to be able to deliver what the customers (the ones doing the clicking) want.
Google Ads (GA) is well suited for getting your name out there. Small businesses with limited budgets may be able to get incredible value if the prime real estate on your desired Google SERPs (search engine results pages) aren't too expensive. The average PPC can vary wildly and the more competitive search terms will cost a lot more to advertise on.
Google Ads might be best suited to the largest companies that can dominate an industry in a region or just outspend the competition. You basically pay for your ad placement and can keep upping your bid until you have the optimal spot - so if you can afford to do that every time, then you have an advantage.
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Joshua VanMeter profile photo
Score 9 out of 10
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Verified User
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Google Ads is a key driver of new business for many of our best clients. It allows our clients to target the kinds of problems that potential customers could get solved by our client, and help those potential customers connect. We have generally seen significant positive ROI with a solid, analytics-backed strategy, and a client willing to give Google ads their all.
  • Looking to drive targeted interest, in particular, service/product offerings.
  • Create high-impact awareness of a business or service type.
  • Build the business opportunities needed to succeed.
  • The interface and jargon have a steep learning curve.
  • It is easy to spend money quickly and foolishly with an inexperienced advertiser.
  • Powerful, key features can be buried multiple menus deep.
If your business needs exposure, or to drive targeted, search-intent-focused advertising campaigns with fine-tuned controls, Google Ads can be just what you are looking for. If you "just want to try it out," it is advisable to first analyze what very specific business goal you are trying to improve, and then build a campaign that is completely focused on meeting that very specific goal.
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Omar Gutierrez profile photo
Score 10 out of 10
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Verified User
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Currently, I manage about 15 different Ads accounts. With them, I help my clients increase their presence online as well as their sells and business leads. I achieve this using different campaigns with different strategies, each one of them, very useful to what we are focusing on. At this point, I have about 2 years of experience using this platform, and I found it to be one of the main and most useful tools to achieve my client's marketing goals.
  • Reaching my client's different buyer personas by using specific keywords and other types of segmentation.
  • Creating an online presence through different types of ads.
  • Increasing traffic to my client's websites.
  • Acquiring leads for my client's businesses.
  • Find competitors I didn't know about by analyzing the impression share from the keywords we are using.
  • Sometimes it takes a long time to load the page, which can make me grow impatient.
  • Some features are not available in markets such as in Mexico. Some of them would be useful, mainly for shopping campaigns.
  • Sometimes setting up a shopping campaign can be difficult due to linking and approvals from the merchant center.
I think Google Ads is very useful in creating leads for B2B since you can segment using business-related keywords or predefined audiences such as "intent" or "in-market". It is also very well suited for e-commerce businesses because you can use different kind of campaigns focused on sales, such as shopping campaigns, which show your product image and your business name. Creating brand awareness through display campaigns can be effective due to a very low cost that can bring a big amount of traffic to a website.
Read Omar Gutierrez's full review
Josh VanMeter profile photo
Score 9 out of 10
Vetted Review
Verified User
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Google Ads is one of the advertising platforms that we utilize for clients and for our digital marketing agency. This platform is the gold standard of search engine marketing, not necessarily because of the platform's tools, but primarily for the shear size and reach of Google itself. Allowing clients to find new potential customers based on search intent is a foundation of the digital marketing space.
  • Vast ad inventory and potential customer reach
  • Advertise to people intending to find answers to problems
  • Easy-to-explain platform makes client interactions easier
  • Steep learning curve
  • High competition
  • Highly variable costs
If your business solves problems for other human beings, and your business needs to increase how many people are aware of it (I believe I have just described 90+% of the business world), Google Ads is a platform that should be considered as you develop your business' marketing and advertising strategy.
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Wilbert Kramer profile photo
Score 8 out of 10
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Verified User
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We use Google Ads internationally, mainly by our local digital marketing teams with help of agencies. First and foremost it is a marketing tool. We use it to get our YouTube campaigns visible to the right audience. It is an addition to our traditional TV advertising and oftentimes we run this simultaneously.
  • Cheap exposure, 5 € cent/view is a common metric in our campaigns which is comparable to the GRPs we are achieving
  • Detailed metrics
  • Targeted audiences
  • No visibility on actual in-store sales, it's hard to track this in EU countries
  • For wholesalers, not the best option
If you do direct to consumer sales on a webshop, Google Ads is the best way to measure your marketing efforts compared to other ways of marketing. If you don't sell directly I would not encourage using it, since you don't know if your marketing dollars or euros are effective.
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Jordan Harpst profile photo
Score 8 out of 10
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Our marketing department primarily uses Google Ads to serve relevant ads to prospective leads via search. We do some display advertising, but it is only a small fraction of our budget and it's all related to remarketing. With Google Ads we can get to the top of SERPs when we don't have strong enough content to rank for a search term organically.
  • Integrates seamlessly with other Google products (like analytics)
  • Makes it clear how you can improve your ROI through more relevant content, better landing page experiences, etc.
  • Continuously adding new features
  • Not very clear how automated bidding works...could do a better job of illustrating exactly how automated bidding will outperform manual bidding.
  • Quality Score metric is informative, but not always actionable. Google has taken steps to improve this by being more specific about how we can make our landing pages better, keywords more relevant, etc. But improvements we make aren't always reflected in the quality score.
Google Ads is great for running advertisements to generate new leads, but also helpful for remarketing purposes (whether to website visitors you want to bring back, or more specific cases like upselling to existing customers). We haven't tried running video ads yet, but expect we will in the future due to the growth in video marketing. I expect Google Ads does a great job of managing that as well, given their ties to YouTube.
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Richard Perroset profile photo
Score 8 out of 10
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We currently use Google Ads to set up and manage all of our search ad campaigns. Google Ads has come a long way in the past 10+ years. The current platform is incredibly powerful and customizable, with incredibly detailed metrics and reports available to help you slice and dice your data however you see fit. Targeting options are also robust, as are the capabilities to customize ads with modifiers, extensions, etc.
  • Google Ads is more affordable than other advertising options like radio or television, and allows us to tailor our ads to specific audiences interests.
  • The Google Ad campaign was easy to set up and run.
  • Ad tracking aids in optimizing your campaign while in motion to reduce your CPC and increase your conversions
  • Google only allows you to run one credit card at a time.
  • The trickiest thing about Google Ads is getting started if you are a beginner.
  • The platform gives you a lot of information in terms of how your ads are performing.
Google Ads has helped us to increase the number of qualified visitors to our website and these visitors are people really interested in signing up for healthcare. Since we used Google Ads we have increased our number of customers locally and we are currently conducting campaigns to increase the number of customers throughout the state.
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Todd Dodge profile photo
Score 9 out of 10
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Google Ads (formerly Adwords) is great for advertising your business and tracking the results fo your campaigns and setting up the automated bidding process, so you are not constantly monitoring and changing the bidding and budgets, and tracking the results is laid out for you in the overview, but you can fine-tune and see the details of each campaign and ad as well.
  • Advertising.
  • Budgeting.
  • User-friendly.
  • Layout.
  • Simplification.
Google Ads is great for monitoring your advertisements and campaigns, and allows for business owners to do it themselves and not have to hire an outside advertising agency or marketing manager to do so, though it can be a little daunting at first with its overwhelming amount of features, tabs, settings, and rules, so it can put off a lot of people if they try to tackle it themselves.
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Matthew Jackson profile photo
Score 8 out of 10
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Reseller
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We use Google Ads for several specific clients, and also to advertise our marketing agency. Getting clients in front of consumers online is a perpetual problem, but a well-run Google Ads campaign can work wonders. We've even had clients pause their campaigns because they weren't able to handle the amount of work and contact the ads were bringing in.
  • Keyword isolation and tracking.
  • Negative keywords and targeting.
  • Reporting.
  • Contact features.
  • I would love an easier to navigate interface.
Google Ads can work well for anyone with a web presence, since the ads will link people directly to your website if you set them up that way. You can also direct people to call you with one touch from the ad, so anyone with a personable sales team answering the phone can immediately engage in a conversation, possibly leading to a conversion.
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Missy Geyer profile photo
May 14, 2019

Google AdWords

Score 9 out of 10
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Google Ads is being utilized for our digital department. We run AdWords campaigns on behalf of our clients. We run anything from your typical search campaign, to display campaigns, shopping campaigns, and YouTube campaigns. We are a digital agency that can pitch and fulfill a client's Google AdWords campaign. We manage hundreds of clients on a monthly basis.
  • A strong audience
  • An easy to use UI
  • A great value proposition for clients
  • Many targeting capabilities
  • Could use some help in the ad builder, it would be great to have examples of ad copy to use.
  • The set up is easy, but it is a long process from start to finish.
Google Ads is perfectly suited for a number of client verticals. Real estate, home services, retail, restaurants, and general services, etc. It works well when there are a promotion or special driven offers to get more of a call to action. It is something great to have to run all year long and update throughout the year based off of seasonality and special offers!
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Shivani Sharma profile photo
Score 7 out of 10
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It is core to its use cases. We are using Google Ads in our marketing department, most of the time to reach more specific traffic, more conversions, and more clicks. The most used feature of Google Ads in our department is keyword-based geographic customer segmentation. And for website SEO, it is the best.
  • SEO marketing with keyword suggestions.
  • Customer segmentation according to geography.
  • Different types of Ad campaigns, whether video, image, or text-based.
  • The pricing model could be restructured and reframed.
  • Provide tutorials for working hands-on with the tool, rather than the theoretical academy.
  • Sometimes you have to be very specific about your keywords for common products/services to reach a better crowd.
Google Ads is well suited for large firms who are ready to pay a good sum of money on Ad campaigns, and not well suited for small scale companies where they share small profit, because Google Ads is on higher price scale.
Read Shivani Sharma's full review
Francisco Mosse profile photo
Score 10 out of 10
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We use it to publish Ads in search results and in display sites. Not only ads about ourselves, but also to publish ads for our clients (companies from Argentina and other Latin America countries). Almost in the last year Google Ads has increased functions and options available to customize ads and delivering the ads to custom audiences. I think that using the control panel is not easy for final users.
  • Segment audiences
  • Custom format ads
  • Responsive ads
  • Pay as you use it
  • Not easy to use for all the people
  • Not clear that you can use "negative" words
We like that you can create an ad campaign in 5 minutes, and that you can choose words that people would have to search easily. Geographical segmentation is also great. They should let you change the billing method if you want (you have to create a new Google Ads account) and move money from Adsense to Google Ads.
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Score 9 out of 10
Vetted Review
Verified User
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We use Google Ads for Search, Display, Shopping, Video and Remarketing campaigns. It is used primarily in Marketing but the owner and e-commerce have access and do review progress from time to time. We have focused our strategy this past year on having Ads online be our wide net, funnel top end, awareness. We work with a third party company to manage multiple SKUs, keywords, and campaigns through the seasons.
  • It works in conjunction with Google Analytics to give us data
  • It works it multiple ways showing customers (display), prompting customers (search) and showing customers (shopping/video) our products
  • We have pixel's placed within our sites with Google Ads to determine the most meaningful assessments, did we get a sale, or solid lead.
  • It is always changing its technology, sometimes hard to keep up when you have so many campaigns built
  • It has so many options, you don't always know if you are stabbing in the dark or picking a gold mine
  • It is only what you put into it, there is a lot of work, analysis and theory that goes into making good ads online
It is time consuming and laborious but we have found the statistics are worth the efforts. Working with a third party firm that can do more of the everyday updates allows us to do more forecasting and seeing where our efforts are paying off. It is well suited for companies that want awareness of their brand and help provide enticement to a possible sale.
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Score 10 out of 10
Vetted Review
Verified User
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Google Ads is used by our marketing department for online advertising (sometimes called PPC advertising). Google Ads makes self-serve ads on Google's ad networks accessible and easy.
  • Search Advertising. Google is ubiquitous and the level of control they give over how you want your ads to appear is a no-brainer.
  • Display Advertising. Great for branding campaigns, especially remarketing to current customers.
  • Integration with Google Analytics. See all of your Google Ads data in the most popular web analytics platform.
  • Google Ads launched a new user interface in the past year and it can be confusing for some experienced users.
  • Exclude mobile app ads without excluding all of mobile.
  • Better native ads offering.
From a small business to a large corporation, if your customers use Google then you need to use Google Ads. Even the smallest campaign, bidding on your brand name, can work wonders for your ROI. Google Ads is less appropriate if your business operates mostly through word of mouth, like an author or a handyman. But even then, just running a small campaign ($20/month) for your business name (Jane Doe's Plumbing) is still worth trying.
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April 25, 2019

Google Ads Review

Score 9 out of 10
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Verified User
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We use Google Ads for SEM activities, general display, and video advertising. We started doing all marketing activities in-house, this includes buying ad slots. Daily usage of Ads happens within our Marketing department. Google Ads enables us to buy ad slots on a wide range of websites and ad spaces with relative ease. Its easy to learn interface helped us move that part of ad management in-house fast - saving us money.
  • Smart Ads - Machine learning optimization of ads and bidding.
  • Good analytics overview of ads performance.
  • Search, video, display and Gmail ads in one tool.
  • Ability to connect to Google Analytics for audiences and conversion optimization options.
  • Well structured UI helps you answer your questions quickly.
  • Script support enables users to make automated changes in Ads.
  • Dynamic remarketing - takes some know-how to set-up but well worth it.
  • Machine learning optimizations need a large amount of data - might be a problem for smaller sites/markets≥
  • Some features are location-based.
  • Support may sometimes be hard to get.
If you are in the business of buying ads, then you already know that you must use Google Ads - no real way around it. They have huge inventory and easy to use UI.

If you are interested in optimizing your marketing costs, then you can start by moving SEM (search ads) in-house.
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Score 9 out of 10
Vetted Review
Verified User
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Google Ads is currently being used on the Marketing team to help promote our content assets and increase brand awareness. Our goal is to reach our target audience and encourage them to interact with our content in order to increase lead generation.
  • Retargeting people who previously visited our website.
  • Targeting the kind of audiences we would like to get in front of.
  • Get in front of people who are looking for more information about our products.
  • Ad approval can sometimes be sporadic and unnecessarily difficult.
  • Answers for why things can/can't be done are not always consistent from person to person at Google.
  • Things are always changing which is usually good, but changes aren't always clearly communicated.
Google Ads is perfect if you have an idea of the people/keywords/topics you're trying to target. This will most likely require some work and research on the user's end, but using a keyword planning tool such as Moz can help with the process. Google Ads takes (a lot) of time to set up and manage properly, so if you don't have someone with experience and time, it may be difficult to do well.
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Elis Loog profile photo
Score 7 out of 10
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We are a digital marketing agency, therefore all members of the agency are using Google Ads. I am a senior account manager and have used is more than 3 years.
  • Data is explained and pictured in a simple way that even a regular user can understand
  • Easy to set-up and so many powerful opportunities to nurture your campaigns
  • Was quite adaptive, I really like that I can make own dashboards
  • Gives detailed insights about opportunities and results
  • Fast, responsive, and is constantly changing so I never get bored. There is always something that I could test
  • More options for custom metrics. For example, I would like to see the ratio between clicks and Gmail clicks to a website, but it is not eligible
  • Heatmap option like Google Analytics has
  • Ad preview link that could be sent to a third party member who doesn't have the access to Google Ads
Well suited for all who want to start with digital marketing. I really think that Google has executed UI and experience better than Facebook. Beginners and, of course, advanced users can really slice and dice data too. Less appropriate for people who do not have an interest in marketing and are focused on branding and social goals.
Read Elis Loog's full review
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Score 9 out of 10
Vetted Review
Verified User
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I use Google Ads to generate leads and build awareness for clients, and our own business. My Clients are typically small businesses and do not have multiple business units. Several of our clients are looking to increase their sales funnel and Google Ads helps them do that in a cost-effective way.
  • The ability to target by FSA in the postal code is quite helpful, as several of our clients are local businesses with local clientele.
  • The reporting functionality is robust and customizable, as well as fairly easy to use.
  • The user interface is fairly simple and straightforward, especially compared to other advertising platforms.
  • The ability to target users by creating custom affinity groups is quite handy and allows us to segment our audience well.
  • The biggest concern we have is the potential for fake clicks, particularly with display advertising. A good number of our clicks come from tiny, obscure, or fake websites that generate 50%-100% click through rates. This behavior seems unlikely to be real people clicking because they're interested, and more likely a click farm or some fraudulent behavior.
  • While the reporting feature offers lots of ability to customize, the graphical reporting functionality is lacking. It's not very attractive or customizable.
  • Automated behaviors are difficult to use and could use simplification. Custom scripts are often required to achieve the desired behavior.
We've found that Ads is suitable for well-defined products/services. If a product falls within a new or niche category, it's less effective. YouTube advertising can be effective at educating an audience, but targeting a desired audience can be difficult.

It's also easy to waste a budget by using overly broad targeting. Like many tools, it can help you when used right or hurt you when used wrong.
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Score 7 out of 10
Vetted Review
Verified User
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We use Google Adwords to raise awareness about our company's products and boost sales. It is used by several departments within the company, though to various degrees. It is managed out of our communication department for the most part, though I manage the ads for the product that I manage.
  • Helps generate keywords.
  • Provides in-depth insights on how ads are running.
  • The organization of campaigns and ad groups can be confusing.
  • Budgeting for ads can be confusing.
Google Adwords works well if you are interested in promoting a specific product or service. It allows you to target specific geographic areas and encourages you to be as specific as possible with your keywords. There are several types of ads and you can get real time feedback on how they are doing and tweak them anytime you would like.
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Score 10 out of 10
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It's used by one individual to ensure our company pages rank highly for Google search engine queries relevant to our products and solutions.
  • Get our brand in front of the most interested audience
  • Learn how people are searching for our products and services
  • I would like to see more accurate lookalike/similar audiences
It's a must for almost every business that isn't embedded in their target market's everyday life.
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Joanne Minculescu profile photo
Score 10 out of 10
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We use Adwords for our shop, and it has been a wealth of knowledge. We use it for remarketing which is the biggest earner from both social and search paid marketing strategies. Now our brand is more than known in our niche space
  • remarketing
  • search campaigns
  • budgetting
  • click fraud
  • multiple clicks
  • similar keywords
Is very well suited in the buying process when you have excellent products or where you have the lowest price on the market. It is equally good for remarketing and social selling
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Neha Anand profile photo
Score 8 out of 10
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Verified User
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Adwords is being used in our organization by the marketing department in order to bring in new and relevant leads as well as retain users who have visited our website into becoming sign-ups.
  • Distribute ads across different mediums.
  • Provide great support to paid customers.
  • Have an easy to use feature set once you realize how to work it.
  • Although it's easy to use once you learn the system, there are a lot of hidden advanced options that once you are done with the basic set up, is difficult to find and learn about. It would be great to be able to get tips on using those advanced features.
  • UI can be changed to make the UX easier. Although they are trying to make it cleaner with the beta version, it is now hard to find things because it is so very different, and as a prior customer, I wish there as more onboarding.
  • Onboarding, in general, could be better.
For an SMB to be able to easily create ads and attack the internet market while still staying at the price point that is most comfortable to them. The internet is a daunting huge space and having the ability to extend your reach is great.
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Rajneesh Verma profile photo
Score 7 out of 10
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We use Adwords for a Coupon website CouponzPoint in India. There is a lot of competition and the bid rate goes very high. But we work on Low Competition Keywords at a Low Bid rate. Slowly we can optimize to contribute to ROI. Adword should further work on economizing Adwords for Small companies.
  • You can get cheap traffic on your website.
  • You can earn if you optimize your campaign patiently.
  • Adword for Search keywords is the best.
  • When the bids go very high, Everybody tries but hardly there is ROI.
  • Adword should expand to optimizing for the local areas, the small segment in a city.
  • There should be the ceiling for the bid making it profitable. Adwords will earn less but people will love it.
We could not make use of Adwords Express.
Read Rajneesh Verma's full review
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Score 9 out of 10
Vetted Review
Verified User
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AdWords is currently being used as a marketing tool to support other channels such as Paid Social and Programmatic. As AdWords works lower down the funnel it helps to generate leads and increase revenue via selected targeting, either it is B2C or B2B marketing. It is currently being used by our specialist Paid Search teams that use AdWords and BingAds.

Overall, AdWords solves many problems, these include but are not limited to, low organic search rankings, finding new customers, driving more users to your site, as well as allowing the business in question to increase their overall revenue.
  • AdWords utilizes audience lists very well. These are lists that are created either with cookies, first-party data (from the business) or by using Google's own created topics. Audience lists are a strength mainly because it allows the business to target users who are more relevant to them, this, firstly, reduces spend on less relevant users and also increases revenue and conversions, which can really help a business grow.
  • AdWords also circumvents the problem regarding low organic search rankings.
  • For many businesses, organic search rankings could be very low for many non-brand related terms. AdWords gets around this by allowing you to bid on the first 4 positions on the search results page. This is essential to increase the visibility of the business, as well as allowing you the choice to bid on certain terms.
  • AdWords also provides Ad Extensions, these are extensions to your usual PPC ads and allows you to add additional information that you may not be able to fit into the character limit. The ad extensions include sitelinks (links that take you to various pages on your site), callouts (a list of unique selling points that will entice the user to click), Call extensions (a phone number).
  • These extensions allow your business to firstly take up more space when the advert is shown on the results page, which takes attention away from competitors and thus, vastly increases the likelihood of a user clicking on your ad. These extensions would not always be available if you run your business using SEO only.
  • AdWords editor doesn't allow for the editing of Dynamic Search Ads (DSA) campaigns. I would like for this to be changed, as I prefer to see my changes before they go live, however for DSAs you are unable to do this and all changes have to occur live in the account.
  • I would like to see a functionality that allows you to apply an audience list to a device, without the need to create a separate device-specific campaign. This would be beneficial if you see a certain type of user is more likely to click on a specific device.
  • I would like to see the user interface to change slightly to allow for more visibility of overall performance in a graph. This could be done by setting primary and secondary KPIs in the account and then these could be displayed on a top-level chart. The idea of this is to see where drops and peaks occur and where you could investigate it more.
AdWords works very well as a lower funnel channel, this means that you are able to target users who are already expressing interest or intent to buy or sign up for a specific product, it works very well as a B2C product, where you have a product to sell, or you want to push a certain product.

I think AdWords is less suited when it comes to a branding piece if you are trying to give your business more exposure in the public eye. This could work as support to other channels, such as out of the home, or paid social.
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About Google Ads

Google Ads (formerly AdWords) is Google's pay-per-click online advertising program. With Google Ads users set their budget and choose where their ads appear. There's no minimum spending commitment, and the program can be paused or stopped at anytime. With Google Ads the user reaches people as they search for words or phrases as they browse websites. Ads can appear in Google search listings and on partner websites. Remarketing and retargeting techniques can be applied to increase return traffic and make sales. With cost-per-click (CPC) bidding, Google Ads charges users when visitors click on ads.

Google Ads Integrations

Google Ads Technical Details

Operating Systems: Unspecified
Mobile Application:No