Google Ads

These days there are more avenues than ever to help your business promote the products and services you provide to a wider audience. The advent of the internet and the consumer data that is continually being developed and refined makes it easier than ever to identify and exploit online streams of interest that are relevant to your business and what you sell. However, with the success of an advertising platform comes stiff competition from other businesses all vying for the most lucrative positions which gain them the most business. Nowhere is this more apparent than within Google's proprietary advertising platforms, collectively known as Google Ads. Formerly known by their particular brands, they have now amalgamated into a singular entity.

Google Ads provides the various advertising platforms it previously did, all under this umbrella brand.

It allows businesses the opportunity to place a variety of different ad formats across various relevant, high traffic digital spaces. They come in a variety of forms, be those text ads at the top of the key search terms relating to their businesses (previously Adwords), or banner ads across relevant and high traffic websites designed to market to those who have previously shown interest in your products.

So what is Google Ads?

Google Ads essentially combines all of Google’s various Adwords products into one more unified and streamlined brand. Essentially Google Ads works on the same PPC (Pay Per Click) model as Adwords, however, the focus of the platform is increasingly shifting towards marketing to users as an audience rather than marketing to relevant keywords. Essentially your campaign will run in the same way as before, except that Google Ads now performs a little bit like Adwords Express in that it is focused on business owners who may not have the time to run campaigns themselves.


One of the big changes that Google has made to the platform is an emphasis on using machine learning to make campaigns more successful with less oversight for those who are inexperienced with PPC marketing strategies. They do this by using machine learning to analyze keywords and how closely they match the campaign and target them based on what it *thinks* the most relevant and highly converting keywords will be. And while this is great for those who want to drive website traffic or in-store visits, the efficacy of Smart Campaigns for highly specific or niche campaigns is questionable.

What will change within my Google advertising campaigns?

Honestly? Not an awful lot will change for the majority of people. If you have your campaign managed by a reputable and skilled agency then their team should be more than familiarized on what these changes mean for their clients’ campaigns. However, if you run your campaign yourself then you will want to familiarize yourself with in order to gauge whether they will be a help or a hindrance to your particular campaign. You may be pleased to hear that most of these new features are targeted towards those who run their campaigns by themselves.


Google Ads makes it easier for businesses to target users based on more than just the keyword they are searching for. Google now provides greater insight into the kind of use your ads will be displaying your ads to with something called “in-market audiences” and “detailed demographics” which will essentially allow you to target users based on their previous activity and what it says about their interests and buying habits.


The keyword planner has seen the most dramatic changes, with the ability to get keyword suggestions just based on a URL and to target whole keyword trends just based on geographical information are some of the latest additions. They have seriously stepped up their game when it comes to streamlining keyword management for their advertisers. It is important, however, to be careful when utilizing some of these features as surrendering too much control to the Keyword Planner without enough oversight can cause your campaign to start haemorrhaging money through erroneous clicks.


Getting the best ad position while paying the lowest CPC (cost per click) has long been the main goal of most Google Ad campaigns. However, as another way to promote automation and machine learning and its various benefits, Google has developed Smart Bidding to help businesses get the best conversion rate for their budget. It even provides the ability to set a return on investment ad spend to help you integrate your campaign with your financial goals.

If you are interested in running a Google Ads campaign for your own business and are looking for a professional Thailand-based Google Ads agency or would like a free consultation or proposal then feel free to reach out to us and one of our team will be happy to advise you. We offer our Google Ads service in both Thai and English language
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