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Google Ads

Google Ads
Formerly AdWords


What is 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 in search listings, and on partner websites. Google Ads uses cost-per-click (CPC) bidding.

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Recent Reviews

Ad Management with Google Ads

10 out of 10
January 23, 2023
Google Ads is a very platform to manage paid advertising that is sought to be shared within the Google search engine as well as the allies …
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Best Ads Campaign Tool.

9 out of 10
October 12, 2022
We use Google Ads to reach prospects with very high intent. We have been using this for more than five years now, and it has always worked …
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Google Ads = ROAS

8 out of 10
May 17, 2022
We use Google Ads to support priority campaigns to drive traffic to certain areas of our site, specific products, etc. The platform offers …
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Worst customer service ever!

1 out of 10
May 04, 2022
I use it to advertise my services. The problem is that my ad was suspended and it is impossible to get in touch with a human to figure out …
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1 out of 10
March 17, 2022
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What is 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 in search listings, and on partner websites. Google Ads uses cost-per-click (CPC) bidding.

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Product Demos

5 Minutes Guide: How to Setup Google Ads Account [2021]


How to create Google Ads Tracking Template URL with example? Campaign URL Option in Google Ads 2021


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Google Web Designer for Google Ads Demo


Quick Start Guide To Google Ads For Beginners: Create Your First Campaign In 20 Minutes

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Product Details

What is 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 Technical Details

Operating SystemsUnspecified
Mobile ApplicationNo

Frequently Asked Questions

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.

Reviewers rate Support Rating highest, with a score of 8.4.

The most common users of Google Ads are from Small Businesses (1-50 employees).
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Reviews and Ratings


Attribute Ratings


(1-25 of 114)
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Score 10 out of 10
Vetted Review
Verified User
Google Ads is a very platform to manage paid advertising that is sought to be shared within the Google search engine as well as the allies that receive advertising from them. It allows you to obtain a better scope of conversion of visits into sales of your website. It can be considered as a great management tool for advertising management in internet search engines.
  • Management of suitable content for advertising
  • Administration of programmed resources for advertising
  • Management of the balance and distribution dedicated to publicity and specific announcements
  • Improve the content planning and budget allocation development interface
  • The interface of the android application is improved for visibility of its content and management.
Content management for the development of advertising in the Google search engine. Not applicable and loses effectiveness in other search engines where your paid advertising does not reach.
November 07, 2022

Google Ads Problems

Score 1 out of 10
Vetted Review
Verified User
Worst experience ever. I was paying for a campaign that Google specialist help me set up. I found out that during the term of my advertisement, people who wanted to reach others, would click on that person's ad but instead of connecting to their office, my office phone would ring. Many hours waisted by my staff and I would pay for the ad which was meant for another business. Waisted another few hours and brought the issue up to Google , but all they could say is to start another campaign and hopefully that would work.
  • Not telling the truth about giving a customer $$$ after they spend so much on ads
  • Not having good intentions to give you credit when they make mistakes
  • Not being accountable when they clearly mess up
  • Not connecting you to a person higher up to discuss your problems
  • The specialist was so busy and rushed and he did my campaigns, as a result I ended up paying for my competitor's advertisement. Google never gave me a credit for their mistake.
  • If they want to be in the business of advertising, they need to get to know their customers and their businesses. I don't mean like an algorithm but really know them.
  • Google has to stand behind their work and be compatible. Most my other advertisers have a system that if I don't get to my minimum goal, they do a good faith effort to give you credit for the next round.
  • Google is all about money. They could care less if your ads work or not.
If you are a big corporation and do not care about how much money to spend to get your name out there then google may be for you. If you are small business with limited budget, as google will tell you, you may get a lot of clicks and impressions but when it comes to customers calling your place, there is a lot be be desired. I was told twice by Google that if I spend $500 in ads, they will credit me another $500 to use for ads. Both times they used some excuse to get out of paying the credit.
October 12, 2022

Best Ads Campaign Tool.

Score 9 out of 10
Vetted Review
Verified User
We use Google Ads to reach prospects with very high intent. We have been using this for more than five years now, and it has always worked for us. Google has made this tool relatively easy to use over the years. We run Google Search and Display ad campaigns.
  • Target High Intent Audience.
  • Easy to use.
  • Relevant tool for marketers.
  • Reporting is on point.
  • Error resolution could be easier.
  • Support centre is not approachable.
  • Access Management is complex.
If you are planning to acquire new customers / reach your high-intent target demographics, Google Ads is your go-to tool for running ad campaigns on Google Search. You can experiment with lower budgets and then scale up if it performs for you. You can also run Youtube ads using this tool.
Score 1 out of 10
Vetted Review
Verified User
We use Google Ads to promote our training services.
  • Generates leads and calls.
  • Customer Service - lengthy delays in dealing with a complaint.
  • Misleading Customer Service Staff - giving advice that raises revenue for Google NOT our Business.
Misleading Customer Service Staff - I was given advice that cost my business thousands of dollars on useless clicks and calls that didn't relate to my business. Seems my 'Account Manager' was only interested in increasing revenue for Google NOT helping my Business. I've tried contacting Customer Service....5 Days later I'm still waiting. Very unhappy.
Patricia Assad | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Google Ads is used by the marketing department. However, its use impacts the entire organization as it is 100% web-based. The company is wholly dependent upon SEM and Google Ads plays a major role in determining the products we sell as well as how aggressively we tackle the marketing. In addition, the ability to seamlessly link Google Ads to Google Analytics and other Analytics tools helps us to make informed decisions.
  • Return on investment is easy to measure.
  • New AI features make it faster and easier to get results in Display advertising.
  • Multiple targeting options for audiences.
  • Access to a Google Agency Account Strategist. Not everyone gets this access, but this service is invaluable in learning about new features that Google provides. In addition, access to some beta testing.
  • Google Customer Match requires at least $50,000 in ad spend before it can be used.
  • There are many advanced features that aren't always obvious. You have to dig to find them, and Google's documentation isn't always the best. YouTube videos created by a 3rd party are often better.
  • Lots of products in Shopping campaigns get disapproved automatically. They get approved after a phone call, but it requires taking the time to make the call.
Well suited for: Businesses that want to hit the ground running and get immediate exposure Complementing other SEM strategies Businesses who want to move away from traditional media advertising Geotargeting - businesses who need to target prospects in specific areas only Scheduling - businesses who want to show ads to prospects only @ certain times or days Businesses who want to drive phone calls Less suited for: Businesses that are selling products that no one is looking for Businesses who can't generate a positive ROI Businesses that don't have a good offer Businesses that don't have a good landing page to send prospects to. If targeted traffic can't convert, even if the product is good, don't spend the money on AdWords.
Score 10 out of 10
Vetted Review
Verified User
We are using Google Ads primarily for user acquisition. We use Google Ads for acquiring high intent users. Google Ads cater to our a marketing plan roadmap that typically includes various forms of advertising on different networks. We also use it for brand awareness purposes. The overall result has been better than other advertising channels or platforms.
  • Acquiring high intent users
  • Better conversion rates than other marketing channels
  • Easy creation of ads
  • Real time data
  • Performance Max campaign is like a Black box
  • Display campaigns has produced poor result for us, same goes with the discovery campaigns
  • In my opinion, ad policies are a nightmare
I would suggest using the Google Ads for the businesses where search volume is high and prospecting users already know what to expect when searching for a product or services by typing in a keywords on Google. I would not recommend Google Ads for business where the search volume or the product is not so popular or familiar among the target users as having no keyword volume might hurt the performance
Marisa Laycock | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User
Easy to use pay per click platform- allows us to set a budget that we don't want to risk going over and then see the analytics directly. Simple to take the ad and target it towards a specific demographic, see the ROI, etc. Solid 8/10.
  • Clean UI
  • Audience Targeting
  • Data reporting
  • Customer Service
  • Can be expensive
  • Sometimes it is not reliable in terms of the platform not working correctly.
It is good to get ads out to existing clients, spread the word, and reach specific, targeted audiences. Sometimes it isn't the best for finding net new clients and reaching audiences that you didn't specifically think to target but are still relevant.
May 17, 2022

Google Ads = ROAS

Score 8 out of 10
Vetted Review
Verified User
We use Google Ads to support priority campaigns to drive traffic to certain areas of our site, specific products, etc. The platform offers the potential to reach new users, retarget existing ones, and overall drive sales that we otherwise could have or would have missed out on. The best part of the platform is the ROAS, as clicks are usually pretty cheap for very good returns
  • Reaching new customers
  • Easy to use platform
  • Good ROAS
  • You can only have one draft campaign at a time
  • Certain functions are hard to find (setting monthly budget)
  • The recommendations can be better, ie keyword suggestions are not always relevant
Google Ads are great for companies looking to drive traffic, sales, etc that have the budget to bid on certain keywords. The platform can give small to medium size companies a chance against larger ones. One scenario where Ads may not work is for smaller businesses who don't have the budget to bid on certain keywords because the CPC is too expensive.
Phil Parrish | TrustRadius Reviewer
Score 7 out of 10
Vetted Review
Verified User
Our agency utilizes the Google Ads platform within our Client Services department. We actively manage the Google Ads platform to provide campaign management services for our clients with the following Google Ads products: paid search, Google Shopping campaigns, YouTube, and app install campaigns. The Google Ads platform helps our agency develop keyword strategies, targeting strategies, and helps us optimize our client's campaign performance. The Google Ads platform is a key part of our ad tech stack and it saves our team a lot of time managing Google campaigns.
  • Paid search (PPC) campaign management
  • Keyword planning and analysis
  • App install campaigns
  • Google shopping campaigns for direct response
  • Advertising on YouTube
  • Bid and budget management
  • Conversion tracking
  • Lack of hands-on customer support and dedicated account management resources
  • Google automatically turns campaigns on - they should make it easier to set launch dates in the future
  • Doesn't integrate well with third-party technology platforms
If you are a small business looking to get started in digital advertising, Google Ads is a great product because there is no additional cost to license the technology - you simply pay when users click on your ads and are redirected to your website. Google also provides a wealth of training and tutorial content to get you up and running. While the Google Ads platform is suitable for small businesses, it is also a technology that can scale with your organization. Our agency manages millions of media dollars in Google Ads, and many mid-market to enterprise brands manage the Google Ads platform in-house. If you are a small business getting started in Google Ads, you need to invest the time to learn the system because you will receive little to no support from Google's account management department.
Score 1 out of 10
Vetted Review
Verified User
I use it to advertise my services. The problem is that my ad was suspended and it is impossible to get in touch with a human to figure out what the problem is. They also continue to charge my bank account even though I have no ads running. This is the worst customer service that I have ever experienced. Their excuse is that because of Covid they are working from home and can't accept phone calls, even though the rest of the world has figured out how to do this through Covid. They will only send you a form email that doesn't help at all. Do not use this company, they feel it is ok to not provide customer service and suspend your ads while continuing to charge you.
  • Take your money
  • Cause frustration
  • Not provide customer service
  • Provide customer service
  • Provide calls with real live humans
  • Help customers resolve problems in real time on the phone
They provide no customer service, suspend your ads and continue to charge you. Worst service ever!!!
Michael Shooster | TrustRadius Reviewer
Score 2 out of 10
Vetted Review
Verified User
search advertising
  • bid process
  • responsive ads
  • campaign setup
  • support
  • response time
I wouldn't recommend this application to anyone who didn't already know how to use it. You will waste a lot of money and time before realizing how important negative keywords are at stopping waste because nobody from Google / Alphabet ever mentions it. Anytime you have a problem, good luck reaching someone who is more than a message taker, and who has good communication skills.
Score 9 out of 10
Vetted Review
Verified User
Our main channel for online marketing is Google Ads. We use to show ads to potential students worldwide. We run campaigns Across Europe, Middle East, USA, Australia and Asia. With Ads, it is easier to target students easily in a different country. Adwords gives us very satisfying results as compared to its competitors
  • Location targeting
  • audience targeting
  • time scheduling
  • optimization recommendations
  • Audience segmenting
  • Not prompting users to spend more
  • Spend reminder updates can contain the amount spent
Google Ads helps us to target the right Audience in every country which will control the spending and minimize leaks or unnecessary spending.
Score 1 out of 10
Vetted Review
Verified User
Score 4 out of 10
Vetted Review
Verified User
We use it to market events and fund-raising functions. We need more attendees to business events and we need to raise funds. We use Google Ads to get the awareness of our company! It's difficult to get attendees to live events after Covid 19. We also use the keyword planner tool to research keywords to use in designing websites for ourselves and others.
  • Keyword Planner.
  • Demographic Targeting.
  • Location Targeting.
  • Budgeting and lack of controlling and stopping the amount spent.
  • It's very challenging to create display ads.
  • It's very difficult to use Ad groups.
  • If it was easier to create ads more people would use it.
It's a great tool for Keyword Research using Keyword Planner but now you can only use Keyword Planner with exact numbers if you are running a campaign. Google Ads is really good for YouTube ads.
Score 10 out of 10
Vetted Review
Verified User
Working at a Marketing Agency, we used Google AdWords on behalf of clients' advertising plans/needs. We would create a marketing plan that typically included a variety of forms of advertising, where Google Ads always took place. We'd focus on using Google Ads to generate more clicks to the website or direct calls to the business phone number. It was always a great way to engage with local customers, specific demographics, and target regions.
  • Provides real-time data on insights.
  • Easy to create ads.
  • Ability to easily learn with online platforms.
  • Updates on when your budget is close to stopping.
  • Ability to add more characters.
  • Easier ability to monitor quick changes.
We specialized in working with clients within the healthcare industry. As you can imagine, people are always searching for new doctors, dentists, offices, etc. Using Google Ads, we were able to target specific regions, or online searches, that allowed for the businesses we were advertising on behalf of to pull up first in a Google Keyword Search.
Thomas Holland | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
It allows us to advertise to people based on what they are searching for at that moment. There are also tools to create an informed campaign like Keyword Planner and estimates based on what type of campaign. Lastly, it's pretty versatile as it covers Google Search ads, Google Display (and the partner network), and YouTube.
  • Relevant ads upon search
  • Audience targeting
  • Keyword research
  • Ad campaign versatility
  • Keyword tool could be better
  • Traffic estimates
Everyone Googles things, and showing up at the top of that page is crucial to getting the leads you are looking for. If you are looking for awareness, Google Display does that. There is a benefit to seeing an ad, even if it's not clicked on (of course, we all want the clicks, though). For eCommerce, there are also product feeds. Literally a ton of reasons to use Google Ads.
Aditya Rai | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Google Ads has been an integral part of my marketing strategy. I've been using it for the last many years for the clients I manage. It helps in scaling business, increasing revenue, driving relevant traffic, and many more such benefits. For eCommerce clients, the Google Ads platform is really a boon. With the help of Google Ads, I've helped clients scale their business 2x revenue to 10x revenue in a year or two, and that's an amazing achievement for small business owners. For anyone who wants to go online and advertise their products, Google Ads should be the number one priority. It is also recommended to have a dedicated PPC executive handling Google Ads job and managing the day-to-day execution and optimization as sometimes it can be burdensome while looking into other business-related entities. Talking about reporting, it has several reports available at the campaign, adgroup, ads, and keyword level. One can easily get to know about audiences, demographics, auction insights, and many more reports available and can be scheduled to the mailbox that has access to Google Ads account.
  • Automated targeting via Smart Shopping campaign. It's one of the best campaign types in Google Ads. In the beginning, you may see lower revenue and ROAS, but once you give some meaningful time to your campaign, it is most likely to perform well.
  • Smart bidding strategies: Google Ads has developed some really great bidding strategies such as maximizing conversion and maximizing conversion with ROAS settings. Based on one's requirement and their goal with revenue and target ROAS, they can choose the appropriate bidding strategy.
  • Reporting: A business owner and advertising must know about their audiences, how their campaigns have been performing, what's working and what's not, and for that reason, powerful, effective reporting is needed, and Google Ads provides rich details reporting that covers almost every aspect of a business.
  • Display network: I think it's the area where Google Ads really lacks. Most of the time, I don't see display campaigns performing. Maybe they need to look into it and get rid of spam websites over Adsense.
  • Less control over smart shopping: Even though smart shopping usually performs well, it gives very low control for a user on it. We can't even see what's working inside a campaign, what audiences are performing well, and no search term report available.
  • Google Ads App for Android and iOS also lacks most functionalities and needs strong improvement.
Clients who are selling products such as dresses, clothes, jewelry, beauty products, etc., generally work well. Also, in some cases, it doesn't fetch a good ROAS for very small business owners. If a client is already doing well in SEO, the probability for it to perform well over Google Ads is always enhanced, and if it doesn't have a good organic reach, Google Ads also suffers.
Score 10 out of 10
Vetted Review
Verified User
Google Ads represents our main digital marketing channel. We use it to get new leads and subscribers, taking advantage of the complex optimization options with bidding modifiers for audiences, devices, and more. We use all available campaign types: search, display, smart, discovery, YouTube, and Performance Max.
  • Get new customers
  • Optimize our digital marketing PPC budget
  • Reach new customers
  • Reach our existing customers on multiple sites
  • Performance Max campaign does not allow complete reporting
  • I prefer Google Ads Editor to make massive changes in ads or campaigns
Google Ads should be the default tool for any digital marketing expert. Google's search and ad network reach is huge, and having the tools to precisely target you audiences at the right moment and place is invaluable for a successful marketing strategy. From branding to performance objectives, it has a huge array of options to create and optimize campaigns.
Score 9 out of 10
Vetted Review
Verified User
We use Google Ads to advertise our products and services in Google search. It is relatively easy to use and provides us the optimal results. One of the main advantages is its integration with Google Analytics and tracking the conversion rates. Keyword Planner is another helpful thing we found in Google Ads, its so powerful, and we also use it for targeting organic traffic. For a beginner, the resources you need are readily available in the tool itself. So overall, we like using Google Ads since it gives us the results we expect.
  • We can create ads targeting specific keywords relevant to our products/services.
  • We can run different campaigns for targeting different keywords at the same time.
  • We can adjust ad spending according to our budget.
  • A detailed overview/insight of every campaign is produced so that we can plan more efficiently for the next campaign.
  • Since optimization scores are valuated by AI, sometimes ads may get disapproved.
If you are looking to generate some traffic desperately, Google Ads is the best solution. You don't have to wait for the organic traffic. Google will suggest the best title and description so that it will be helpful for potential customers and us to know more before clicking. Companies that have a fixed budget can use Google Ads with maximum trust.
Kara Hooper | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Google Ads allows for immediate traffic to your website compared to SEO which is slower. It allows you to target and research keywords, allows negative keywords, flexibility creating ads with multiple formats, and setting up conversions to track results. This is a great advertising tool for businesses to be found online.
  • Run various types of Ad campaigns.
  • Increases leads, sales, and traffic.
  • Variety of features.
  • Suggestions many times aren't relevant.
  • Not as efficient as it could be.
  • Rejections on Ad campaigns.
Some clients don't understand the audience bidding for keywords so there is a bit of a learning curve to get started. If you aren't aware of certain settings then it can be easy to waste money and not receive the results you want. It's easy to scale your marketing and campaigns up or down as your business grows.
Score 10 out of 10
Vetted Review
Verified User
We use Google Ads to advertise our push notification product across many different landing pages that we have. We use around 10-15 different Google Ads accounts for our various products. It is our largest advertising product in terms of the number of conversions driven to each site each day.
  • Reporting.
  • Reach.
  • Recommendations.
  • Input internal metrics within the UI.
  • Competitor Research.
  • More inputs for automated solutions.
Well suited for B2B & B2C products. Less appropriate for individual accounts.
Score 7 out of 10
Vetted Review
Verified User
I took over the advertising and online presence for the agency, and what Google Ads allowed me to do is to, while I am gaining a greater domain authority, hop the line and get higher in the rankings in what our agency specializes. So I would recommend that everyone who wants to grow their online presence use Google Ads while doing the hard work in the background to grow their business.
  • It allows you to get to the top of searches for your specific topic if you pay enough.
  • Don't always go with the first thing you think of check your keywords and figure out what has the most searches.
  • Find an ad with a great clickthrough that does not have too much competition.
  • They need to give you ideas on what you should search.
  • They need to be more forthright on what it costs to get where you want.
  • They need to make it more understandable to new people.
If you have a high domain rating and ranking high in the searches already you don't need to do an ad in my opinion you already did the hard work in the backend.
Mohamed Ghoneim | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
I use Google Ads to buy search, shopping, display, and video ads on Google and partner sites for our clients to drive traffic at all levels of the marketing funnel. With our tailored strategies, we help promote our clients' business to drive sales of products services through their websites and apps.
  • Search ad placements on Google & Search Partner's Search Engines
  • Display ad placements on Google partner sites and apps that embedded Google AdSense & AdMob
  • Video ad placements on YouTube and partner sites and apps
  • Google is evolving rapidly with new features added very frequently, so there is nothing to complain about from my perspective, except for some random ad disapprovals who usually get approved after an appeal as long as it doesn't actually violate the ad policy.
Google Ads is an essential buying platform for all e-commerce businesses to promote their products and drive sales. Smart Shopping Campaigns have improved significantly over the last 2-3 years. Through the "Maximize revenue" bid strategy, it became more efficient to utilize compared to standard campaigns in terms of return on ad spend and the time needed to manage and optimize.
Score 7 out of 10
Vetted Review
Verified User
We use Google Ads to drive more traffic to our website. Our marketing department mainly uses Google ads but the analytics team uses it for reference. It addresses our problem of growing our user-base and increasing traffic to the website.
  • Google Ads does SEO very well.
  • The user interface is pretty simple and easy to figure out
  • Has great reach.
  • Can be pretty expensive for smaller firms
  • Dashboard views sometimes have issues
  • We had some issues with customer service
It is very well suited towards B2C products where the target audiences are already expressing a good amount of interest in a specific product. However, it seems to be less effective for increasing the visibility of a new or lesser known companies. Also since, it could be pretty expensive for companies with lower budget that have to compete with large corporations.
Score 10 out of 10
Vetted Review
Verified User
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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