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THE MARKETING CORNER
Google Ads: What is it and How to Use it? Ilaria Paolomelo eos Mktg&Communication Srl
info@eosmarketing.it
Google Ads is Google’s advertising platform designed to help brands promote their products and services on the SERP and other services offered by Google by reaching a specific target of users.
G
oogle Ads (formerly known as Google AdWords) is the
series of relevant ads before the organic results.
advertising platform developed by Google to manage
In its first twenty years, Google Ads has made great strides, becoming
advertisements within the most used search engine in the
the main source of revenue for Google as well as the world’s leading
world, its services, including Gmail and YouTube, or on partner sites.
platform with the largest number of advertisers. In fact, any business,
Launched on the market in 2000, Google Ads offers a wide variety of
regardless of its size or budget, has the opportunity to take advantage of
formats and types of advertisement, giving companies the opportunity
this platform1.
to promote their services and products in the best possible way to a specific target of users.
How the Google Ads auction works
Through Google Ads, companies can create relevant ads by offering
When we create an advertising campaign, it is up to Google Ads to
users what they are looking for at a given time or based on the interests
determine when and according to which ranking to show our ad. The
or recent searches carried out by them. As the example shows, when a user searches for a keyword (in this case an iPhone), they will see a
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N. 73 - JANUARY/FEBRUARY 2022 - international PAINT&COATING magazine
1
https://www.statista.com/statistics/266249/advertising-revenue-of-google/
