Google Ads (Adwords)

If you're a marketer looking to increase your company's visibility, you almost inevitably can't avoid Google Ads (formerly known as Adwords). Google Ads is an online advertising platform that allows businesses to create and manage ads that appear on Google's search results page (SERP). This can be a great way to get your brand in front of potential customers searching for products or services that your business offers. Let's take a look at how Google Ads works and how it can help your business grow.

How does Google Ads work?

Google Ads works by displaying ads on the SERP when people search for terms related to your company's products or services. When someone clicks on one of your ads, they are taken directly to your website. Your budget is based on how much you are willing to spend for each click. You also set parameters such as geographic areas, devices used, and times of day when your ad should appear. This lets you target potential customers with specific interests that match your offer. Besides, you'll be able to track the effectiveness of each campaign, so you'll know what works and what needs improvement.

What are the arguments for using Google Ads?

One advantage of Google Ads is that you can reach potential customers quickly, since the ads appear almost immediately after the setup is complete. You also have control over who sees your ad and where they see it, which means that only people who are interested in what you have to offer will take notice. In addition, Google Ads offers valuable insights into customer behavior with its tracking features, which can help you adjust strategies and campaigns accordingly.

What are the arguments against using Google Ads?

The biggest disadvantage of Google Ads is that it can be expensive if not managed properly. Setting up campaigns requires a lot of attention to detail to make them effective; otherwise, money could be wasted by using poor targeting or ineffective keywords. Also, if too many competitors are bidding on the same keywords as you, this can drive up costs significantly because their bids have to be undercut in order for your business to appear first on the SERP.

Therefore, it makes sense for many companies to invest more budget in content marketing and SEO in the medium to long term than never-ending Google Ads.


Google Ads can provide CMOs with an effective way to reach potential customers quickly and efficiently with targeted campaigns tailored specifically to them. However, due diligence should always be exercised when setting up these campaigns to ensure that money is not wasted on ineffective strategies or keywords that do not deliver meaningful results. With proper management and research into competitor bids and customer behavior patterns, CMOs can use Google Ads as a tool to increase their company's online presence.

Important: Keep an eye on your budget. Otherwise it can become very expensive and ineffective.

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