Key data about Google Ads and its capabilities

This is a platform through which you can launch advertisements across various Google services. It encompasses the search engine, YouTube, Google Play, integrated Android services, and a vast network of partner websites and mobile applications.

As of 2023, it stands as the largest advertising network globally. Google Ads has an overall audience of over 4 billion users, generating more than 89 billion visits per month. Moreover, its source consistently grows each year.

Google services are popular in most countries and regions, with the search engine, for instance, holding a 90-95% market share worldwide in search engine usage, excluding China.

From an advertising perspective, Google Ads offers a wide array of campaign types. These campaigns determine where ads can be launched, the format of the creative, and the principles guiding audience targeting.

Below, we outline the main campaign types on the platform:

1. Search campaigns: Classic text-based advertising in the search engine. Although costly, it attracts the most immediate and high-quality traffic, making it the best choice for instant lead generation.
2. Display campaigns: Promotion among partner publishers. Ad costs are lower, but optimizing for leads requires more time and skills.
3. Smart campaigns: These campaigns autonomously test various combinations of images and text for ads. For instance, Discovery campaigns test new segments, while Smart Campaigns act as intelligent counterparts to regular search and display campaigns.
4. Product Shopping campaigns: Unsuitable for arbitrage, as a Google Shopping store is necessary.
5. Video advertising: Integration into videos on YouTube, characterized by a high cost and a focus on brand recognition rather than arbitrage.

Overall, Google Ads is an immense yet flexible source that delights with substantial volumes in most geographical areas, the ability to reach any audience, and flexible settings.

Advantages and disadvantages of Google Ads

Let's start with the advantages:

1. Easy setup: AI assistants, tips, and indicators are available at every stage of campaign setup, simplifying launch and result forecasting.
2. Cutting-edge technology: The platform features top-notch algorithms comparable in efficiency to those of Facebook, making it trustworthy for optimization and testing.
3. Diverse strategies: Google Ads allows traffic targeting in most geographical areas, with numerous settings for campaign goals, creative types, and other parameters.
4. Access to internal tools: Open-access services assist in advertising, such as a neural network to evaluate creatives through the eyes of moderation and a tool to assess texts for ASO.

Now, let's consider the drawbacks:

1. Strict moderation: Over the years, the platform has become increasingly vigilant in scrutinizing advertisements. While uploading for many keywords is possible, preparing trusted accounts and configuring a cloak is crucial.
2. High cost: Advertising on Google Ads can be expensive for competitive GEOs and formats. For example, search or video advertising in Europe may require significant budgets. However, it's possible to target less saturated auction markets in Latin America. Note that successful implementation may also require investment in expendables and anonymity tools.
3. Blocks and account issues: Webmaster accounts often face bans when uploading gray-themed content. To maintain stable promotion, consider streamlining farming or finding trusted stores.