GOOGLE ADS

What is an AdWords campaign?

AdWords is the former name of Google Ads, Google's advertising platform renamed in 2018. When people talk about an AdWords campaign today, they mean an advertising campaign created and managed within Google Ads: your ads appear on Google search results, on partner websites across the display network, on YouTube and on Gmail.

The underlying model is pay-per-click (PPC): you only pay when someone actually clicks on your ad. Search campaigns are built around keywords: you choose which searches you want to appear for and, through an auction system, your ad is ranked against competitors based on your bid and the quality of the ad itself (the Quality Score).

A well-built campaign, however, requires far more than picking keywords: campaign and ad group structure, persuasive copy, coherent landing pages, conversion tracking and continuous optimization.

AImpeto designs and manages complete Google Ads campaigns: the initial strategic consultation, professional setup and day-to-day management are all included in the cost. You set the advertising budget, we take care of everything else.

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The campaign types in Google Ads

Google Ads offers several campaign types, each with a different purpose. Search campaigns show text ads when users actively search for something: they are the most used because they intercept existing demand. Performance Max campaigns use Google's automation to distribute ads across all channels (search, display, YouTube, Gmail, Shopping) based on conversion goals.

Then there are display campaigns for visibility on partner sites, Shopping campaigns for e-commerce with full product listings, video campaigns on YouTube and app campaigns. Choosing the right type depends on the goal: sales, leads, awareness or traffic.

How the auction works: bid and Quality Score

Every time a user runs a search, Google opens an auction among the ads eligible for that keyword. The winner is not just the highest bidder: ranking depends on the Ad Rank, which combines the maximum bid with the ad's Quality Score, i.e. Google's estimate of keyword relevance, landing page quality and expected click rate.

The practical consequence matters: a relevant ad with a good landing page can rank above competitors who bid more, paying less per click. Quality is the real savings lever in Google Ads.

What a campaign needs to work

Four basic elements: an ordered structure (campaigns and ad groups split by theme), relevant and persuasive ad copy, a landing page coherent with the ad, and conversion tracking active, so you know what happens after the click.

On top of these comes ongoing work: adding negative keywords, testing ad variants, adjusting bids and budget. Without that part, even a well-built campaign degrades over time.

Want a Google Ads campaign managed by pros?

The AImpeto team plans, manages and optimizes your campaigns: consultation and management are included in the cost.

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What is an AdWords campaign?