Google Ads Search

It is a good idea to get started with Google advertising. There are over 3.5 billion searches on Google every day (source: Google has a very high market share and is therefore a relevant medium for most businesses. 


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In addition to the organic search results, Google consists of paid ads. The advertising format in the search result goes under the term Google Ads Search. The access to organic search results (SEO) and Google advertising works differently, and it is therefore advantageous to be visible in both the organic search result and through Google advertising

Why Google Ads Search?

  • It is easy to measure the effect and ROAS (return on advertising spend)
  • Getting started is easy and you can quickly get traffic to a website
  • You get the chance to appear in a good position in Google’s search results when someone does a relevant search
  • You only pay when someone clicks an ad
  • You are in 100% control over your daily budget

Here’s how search advertising works on Google

Google is working with an advanced algorithm and it is not necessarily the advertiser with the highest bid that will get the first position in the search result. Every time there is a search taking place on Google it is calculated which ads that will show. The results and positioning are based on relevance and bids.  It varies from time to time and from user to user which ad is shown where. 

To maximise the relevance of the ad for your target audience you should work with Google’s term ‘quality score’. The quality score is calculated based on the relevance between the ad copy, search term and landing page plus click-through-rate and the users experience on the landing page. A good quality score will lead to a lower click price and is therefore an important parameter.

You structure a Google Ads account with campaigns and ad groups based on themes so you are sure the user will see an ad that relates to what the user is searching for.

If you are searching for ‘holiday deal London’ you should be shown an ad for holiday deals to London that links to a landing page on a website that has content about holiday deals to London. The greater relevance between search term, ad text and landing page the greater the chance that the user will click on your ad instead of your competitor’s ad.

When working with SEO you work with the user experience on a website. A good user experience is also an advantage when advertising in Google Ads, where a good user experience is rewarded, and gives the advertiser a higher quality score. Among other things, Google values the user experience based on how long the visitor stays on the site. How many pages a user visits is also valued and how many users leave the landing page straight away after clicking an ad. Therefore, it is important to optimise the user experience and make sure that the website and the pages you link to is relevant to the ad.

Search terms on Google

Search phrases and search terms on Google are very important. Which searches do you want to appear on? What is your target audience searching for, in relation to the product or service you would like to advertise? How big is the competition on a keyword and how high is the search volume? These questions can be answered with the help of a keyword analysis.

After deciding to use Google Ads in your marketing mix you need to find out which keywords are relevant to bid on. If you already have a keyword analysis from SEO work you can gain insight here, or it is important to do an analysis. 

The keywords are added to the ad groups in broad, broad modified, phrase or exact match. These different match types determine how broad Google will read them. If you have a keyword in ‘broad match’, Google can show your ad on all searches that Google considers related to the keyword. This is the broadest variation of keywords. If you want more keyword ideas, using broad keywords can be a good method. If you want narrow targeting, use exact match. This way you only get your ad displayed if the search is exactly the keyword you have in your ad group or a close variation.

To secure an optimal relevance in your ad account you should work with negative keywords. The words or phrases you do not want your ads to show on, you should add as negative keywords. For example; ‘rating’, ‘free’, ‘job’ or other searches you do not want to pay for. The broader keywords you use, the greater the need for negative keywords becomes.

Ad texts and extensions

An extended ad consists of up to three titles with up to 30 characters each, up to two descriptions with up to 80 characters plus a link to a landing page. Under the ad you can create ad extensions. It can be links to other pages on the website (sitelink extensions), words without links (callout extensions) these can be for example; USPs, phone numbers etc. There are different possibilities and different extensions to choose from, but the important thing is to consider the user experience. The ad text and extension should match the search that triggered the ad, and the landing page it links to should be relevant in terms of both the search term and ad text.


One of the advantages with Google Ads is that everything can be tracked. You should always set goals for your advertising on Google Ads so you have something to optimise against. This can be increased sales, minimum ROAS (return on ad spend), maximum CPA (cost per acquisition) traffic to the website, completed contact forms, downloads or other KPIs. 

If you use Google Analytics, you can link your Google Analytics account to your Google Ads account and get all the data collected in your Analytics profile. You can also import Analytics KPIs into Google Ads. If you use your data as a basis in your optimization work, you will be able to improve your results significantly.

Google Ads has its own tracking code that makes it possible to track clicks from mobile, tablet and computer. It provides insights that can be used in attribution models and ensures better analysis of campaigns and better utilisation of the budget.

Google Ads optimising

To have the most relevant ads and to reach the best result you need to optimise your ads. Some optimisation should be done weekly or more often while some optimisation can be done less frequently. Quantity and time depend on budget, competition, goals and search volume. The more time you spend on optimisation, the better the campaigns can be. When optimising your campaigns, you should always keep your goal in mind and optimise against it. The better tracking you have in your set-up, the better insights you get in data and user flow. This in turn creates opportunities for better results.

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We are always ready to have a dialogue about your ambitions, and how we can develop your digital channels and make your company grow.