Google AdWords, is an advertising platform that allows

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What is Google Ads (formerly AdWords) and how does Google Advertising work.
Before tackling the main topic of this guide and illustrating how to create effective Google Ads strategies, let's briefly explain what Google Ads is and how this platform for creating online advertising campaigns works .

Google Ads , formerly known asadvertisers to place their ads on Google and its network. The platform uses a PPC (pay per click) model , which requires payment only when a user clicks on the ad. This approach ensures that the advertising budget is always invested in a targeted manner, addressing users close to conversion.

But how exactly does Google Ads work? The heart of the homeowner database platform is the dynamic auction system that decides which ads are shown and their ranking. When a user performs a search, Google determines in real time which ads to display based on various factors, such as the amount of the bid and the quality of the ad itself. Quality is evaluated through the Quality Score , an indicator that considers the relevance of the ad, the user experience on the landing page and many other factors, as we will see later.

Google Ads campaign types: from Performance Max to Google Shopping.
When we start setting up a new strategy on Google Ads, the platform allows us to choose from a variety of advertising campaigns , distinguishable on the basis of the objectives we want to achieve. The main types are: