Google Ads Services – Optimization and Management

Launching Google Ads campaign (previously Google AdWords) ensures being in places where most internet users start looking for recommendations related to products and services. This means that when running any business – with a local, national or even global reach – you can’t give up advertising on Google, which is a leading search engine in the world.

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  • Advertising with Google Ads – the most effective form of advertising on the Internet
  • Measure Google Ads results and optimize your campaign
  • Advertising in search engines – be where your customers are searching for you

Why is it worth investing in Google Ads?

Google is used by over 90% of people using the Internet. With Google Ads advertising, you can also run ads on Youtube (which is the second most popular search engine in the digital universe).

Ads in the Google search engine, thanks to linking to Google Analytics, are also characterized by excellent analytics, which allows you to optimize campaigns to increase their effectiveness. Budget flexibility is also important – you can spend any amount on your advertising.

Why should you do Google Ads with Verseo?

Words can be crucial, but in fact, it’s the numbers that don’t lie:


of extended contracts


satisfied customers


of positive reviews on Google

such reviews as this:

If you’re still not convinced, it’s time to bring our crowning argument – machine learning.

Most of the agencies on the market are relatively small because they are based only on human work. And as we know people get sick, they like to make coffee or just go on vacation. They also have limited perceptions and have to divide their time between many responsibilities and clients. As a result, campaigns run by normal agencies are not regularly optimized to the level that they are in Verseo. How do we do it?

How do we do it?

Our specialists work with the help of the VCM platform – that is our solution based on machine learning. Machine learning collects historical data and analyzes current traffic to make changes in Google Ads advertising campaigns in order to achieve the goal defined at the beginning (e.g. maximizing conversions or impressions). And when a specialist can introduce a dozen changes once in a while, our platform can implement up to several thousand changes per day – all in order to spend your budget as effectively as possible.

We also use other platforms that are based on a similar solution. Each of them has different advantages and works well for different types of campaigns as well as different sizes of budgets. We are also the only official partner of the Kenshoo platform in Poland.

In this article you can read more about the advantages of using the VCM platform while running Google Ads advertising campaigns. We present specific cases of using self-learning algorithms and the process of achieving optimal results.

The advantages of Google Ads

When promoting a website, we must direct the available advertising budget to the channels that prove to be the best in terms of the effectiveness of customer acquisition. Google AdWords – the current Google Ads – is often the best form of advertising for many businesses offering products and services.

Great effectiveness is based on several basic factors:



The Google search engine is a monopoly in most parts of the world. According to various sources, from 80 to 95% of Internet users use Google almost every day – both at work and at home. Therefore, the majority of the population is looking for advice, products, services or recommendations, and that’s when they should find your offer! Of course, Google search engine is mainly known for its organic results. The first page – top10 – consists of links that are best suited to your query and that are most frequently visited. To improve your organic position in the search engine, you should invest in optimization and positioning (SEO) of the website.

Unfortunately, it is a long-term process, and each of us wants to start earning as soon as possible, right? Sure! And responding to this need, Google offers the Google Ads system, which, among many possibilities, also allows you to place sponsored links in the search engine. This means that the user, when entering a given phrase, at the very top of the search (or next to or at the bottom of the first page) may be dealing with advertising text and a link leading to your website. Such an advertisement differs from organic results only in a small caption “Ad”. Generally, however, users do not treat this form strictly advertising. These types of links meet the expectations of customers – otherwise they would be ineffective and would burn the marketing budget. Nobody will offer dog food for people looking for winter tires.

Generally, therefore, users in many cases treat Google Ads sponsored links as a search result and that’s it. Since most internet dwellers use a search engine, you have a huge range of opportunities to show off and target your ads to the right groups.



You can run ppc ads at any time. Thanks to this, you will quickly react to variables that may affect the number of your customers – e.g. a given calendar time, weather, unexpected events or demand for a given product or service. However, it is also important that this type of campaign can also be stopped at any time.



Many advertisers appreciate the flexibility of Google Ads budget. Depending on the scale, scope and specificity of your business, you can spend from several dozen dollars, euros or any other currency to even several hundred thousand a month. Regardless of the amount spent on Google Ads, a properly structured campaign leading to a website should bring new orders. But why?



Mainly due to the great potential of targeting PPC ads, such as Google Ads. We can choose from many types of targeting, e.g. location or selecting people who previously visited sites on a given topic. We can also target the users who have already visited our site and therefore may be more likely to repeat the purchase or simply reconsider it. Targeting is a very important aspect of PPC campaign management.



The main advantage of the Google Ads advertising environment – that is the old Google AdWords – is the analytics available for each campaign. By integrating our account with Google Analytics, we have access to a wide range of data. What does this give us?

If you don’t measure it, you won’t be able to correct it. This is the main drawback of press and TV advertisements. You can only rely on focus research and statistics, which unfortunately aren’t perfect. Unlike these forms, the Google Ads and Google Analytics panel offer a variety of indicators. We can also measure a chosen time period and analyze every channel, every ad group and effects of our Google Ads campaign. All this means that we can constantly observe changes that have occurred after the introduction of, for example, new elements or a change in the operating strategy. Google Ads management is very complex as the settings can be modified quickly and improved basically overnight.



When discussing the reach of the Google Ads advertising environment, it is worth dividing this topic into two parts. The first is for the Search Network, and the second is for the Google Display Network.

Search Network:
As the name suggests – it has to do with the display of your ads. Currently, over 95% of internet users use the Google search engine, so theoretically, you can reach each of them. In practice, of course, this does not happen, because – in general – the wider the audience, the less targeted it is. Of course, it all depends on the products or services you offer, but each business identifies people who could potentially be more interested in the offer than an average user. Of course, as we mentioned earlier, in Google Ads you can easily make such a choice by choosing from among thousands of variables.

Display network:
It allows you to display banners and other forms of advertising on Google partner sites. The display network covers 90% of world internet users and consists of about 2 million websites from those based on local e-commerce or movies news, to digital giants, such as Yahoo or HuffPost. What is more, also here you can only reach customers who are interested in a given topic. You can also choose from hundreds of different parameters to target a given audience as precise as possible, while bearing in mind the appropriate ranges.

Google Ads and Mobile – a perfect duo

We have been hearing about the mobile year for several years now. We hear all the time – “this year for sure” and that websites must evolve towards the satisfaction of users of all devices, especially mobile users. And although the tendency of businesses to look towards mobile traffic was growing, the real breakthrough was not until 2018.

We can say it with confidence, observing the traffic of the campaigns that we carried out during the November Black Friday. Mobile overtook the desktop in the number of clicks, while in the number of conversions practically equaled the result of desktops – it was 49% of the total conversions on that day.

This means that, as in the past, smartphones were used to browse stores, and the purchase process was finalized on a stationary device, but now customers are more and more willing to do it via a mobile device. Of course, the constantly growing number of stores adapted to mobile helps this transition.

In this context, it is worth noting that while on the search page on a stationary device we have a chance to see organic results at the very beginning, despite the extensive Google Ads (Google Adwords) offer, in the case of a mobile device, in order to reach organic results you have to scroll a lot. At the beginning, we get sponsored links and promoted products in graphic form, which more effectively attract traffic from a given query. Therefore, choosing Google Ads is a great idea, especially in the context of the mobile channel.

Google Ads – advantages over traditional advertising

The main advantage over traditional advertising in the case of PPC Google Ads is the measurability of effects.

Advertising in the press, television, or simply printing leaflets – in all of this you rely only on estimates or statistical research, which may not contribute to a larger number of recipients and possible customers. In Google Ads, especially thanks to linking the account to Google Analytics, we have the opportunity to track every single penny spent on our online advertising campaigns.

It is also important that the threshold for entering a Google Ads ad is very low. You can start the campaign with any amount, observe its results and freely modify its parameters to spend the budget as effectively as possible.

Google Ads – tutorials from Verseo

Verseo is the biggest Google Ads agency in the central Europe. Apart from running Google Ads campaigns with the use of machine learning – we pay special attention to educating customers and everyone who wants to get to know the Google advertising environment. In our resources you can find a lot of tutorials related to the topic – both PPC and SEO. We are gradually expanding our resource base, and soon – apart from basic forms of education such as guides and blog entries, there will also be webinars conducted by our specialists.

Google Ads – FAQ

Below you can see a list of frequently asked questions (FAQ) about Google Ads.

What do I need to start advertising on Google Ads?

Before you can start advertising on Google Ads, you’ll need to set up a Google Ads account. Creating a new Google Ads account is easy, and takes only a few minutes. You can set it up here: or if you already have a Google account (it can be Gmail for example), you can log into the Google Ads panel using the same login credentials. When setting up an account, you’ll be asked to provide company and billing details. You’ll also need to specify some basics for your account, such as your location, time zone, and currency. Note: Currently, to run a campaign, you have to be a company.

Once we have a Google Ads ad account, you can start creating your first campaigns, but in order to make the campaigns really effective you need to take further steps. To measure conversion rate, it is necessary to install special marketing tags. Usually, it’s Google Ads conversion tag or an Analytics tag. Both have to be properly installed on the website. Google Analytics also requires a number of additional tools. Google Tag Manager is a handy tool, thanks to which you can install Google Analytics or the Google Ads conversion code on the website.

Thanks to the codes, it is also possible to create remarketing groups, namely users who have previously visited our website. We can use these remarketing groups in campaigns, for example, targeting people who added products to their cart and did not complete the purchase.

Google Ads panel and Google Analytics alone are not enough for the efficient running of advertising campaigns. You also need to get familiar with the following tools: Google Merchant Center, Google My Business, Google Data Studio. They all require connection with each other and configuration, and often also website modification.

How is Google ad position determined?

The position of your Google Ad is determined by Ad Rank, which is calculated based on six main factors:

  1. Your bid
    Your bid is the maximum amount you’re willing to pay for a click on your ad. Google runs an auction every time there is an ad space available on a website. The auction decides which ads will show at a given moment.
  2. Quality Score
    Google uses Quality Score to evaluate the quality and relevance of ads, keywords, and landing pages. It determines, on a scale of 1 to 10, whether they are useful and meet the needs of the target group. Quality score can be broken down into three key factors: ad relevance, landing page experience, expected click-through rate (CTR).
  3. Ad Rank thresholds
    The Ad Rank threshold is a minimum price, or reserve price, that an ad must achieve to participate in the auction and be displayed. It is determined at the time of auction. Ad Rank thresholds get higher closer to the top of the SERP.
  4. Auction competitiveness
    The Ad Rank is affected by the quality of competitor ads for the same keyword. In case every other Ad Rank factor is equal, Google will likely charge the higher-ranking advertiser a higher cost-per-click.
  5. Context of a person’s search
    When calculating Ad Rank (in addition to search terms), Google takes note of the searcher’s location, device, time, the nature of the search terms, other ads, and search results that show on the page.
  6. Expected impact of ad extensions and other formats
    Ad extension is an option to show extra business information with your ad, like an address, phone number, or more links. Google will increase the Ad Rank of the ads that have extensions and will recognize their use.

What is the difference between Google Ads and SEO?

SEO and Google Ads both help to get your brand on the SERP. Google Ads are always displayed in the Google search engine above the organic search results and at the end of the page. Ads are billed depending on the number of users’ clicks. The person managing the campaign determines what budget she/he wants to spend and the cost per click (CPC). The effects of Google Ads ads are visible almost immediately, and the campaign results are easy to monitor. However, the ad continues to run until the budget is exhausted. When the campaign ends, the website traffic drops. Note: Google Ads do not translate directly into the website’s rank in the search results.

SEO (website positioning) is a long-term process that requires patience. There are over 200 factors influencing positioning, so the effects of the SEO work become noticeable after a few months. Optimizing a website usually requires the help of a specialist because of the constant need to track changes made by Google. It is also necessary to check the correctness of internal links, keywords, meta descriptions, and many other elements. In exchange, SEO guarantees high and long-lasting results However, it’s also worth noting that when the algorithms are updated or changed, the position of the website in SERP may also change.

It’s recommended to combine Google Ads ads and SEO. Both solutions help reach potential customers. On one hand, a high position in the search results will make the website visible and frequently visited by buyers. On the other hand, thanks to Google Ads ads you can show your website to a wider group of new users.

How long do I need to wait for the first effects of Google Ads?

After all the campaigns have been created, they need to be approved. It takes about one day to process, sometimes even only a few hours. Once this is settled, the campaigns start working and the results can be seen even on the first day. Since a new campaign doesn’t have any data or performance history, it needs some time to achieve good results. Therefore, we suggest running the ads for at least 3 months. However, to develop a strong PPC campaign, we recommend 6-12 month campaigns.

When are Google Ads shown?

Your ad may appear on Google when users search for the products or services you offer. When creating an ad, you choose a set of keywords that will trigger the ad. When users search for the words/ phrases you have selected, your ad may appear next to or above the search results. The ads can appear 24/7, it all depends on the settings. Factors that affect the ad frequency include:

  • the budget you spend on advertising activities,
  • ad delivery method – there are two options available in your Google Ads account: standard (allows you to display your ads evenly throughout the day) or accelerated (spends your budget faster, usually at the start of the day.)
  • ad schedule – this option allows your ads to appear only on certain days or at specific times of the day. For example – if your company is open from Monday to Friday, from 8:00 a.m. to 5:00 p.m. and this is the only time when customer support is available – it’s the perfect time to set the ad schedule.

Can I use Google Ads to advertise not only on Google but also on other sites?

Your ads will appear on the Google Display Network, which is a collection of sites owned by Google, such as YouTube, Gmail, and Blogger. The network also includes a constantly growing number of external websites. Therefore, Google Ads display ads can appear on over two million websites and in over 650,000 apps. The Google Display Network allows you to target your ads to specific websites, specific topics, or specific audiences. With a wide range of targeting and audience segmentation, the Google Display Network helps you find the perfect customers. It then searches the website partner directory to find places on the Internet that are gathering people that match your customer profile. It is possible thanks to complex algorithms that analyze the data volumes and cookies of the users.

The ads themselves come in many forms: they can be a text, a video, a gif, or an image. There are a variety of different ways the ads can appear. First, your ad can appear on third-party websites. The other option is having a video ad appear as a pre-roll before YouTube videos. You can also have your ad displayed on the email platform Gmail. And depending on the purpose, you can use different billing models: CPM, CPC, CPA, and more.

Feeling a bit overwhelmed? Don’t worry! If you need any help in preparing and running Google Ads campaigns, Verseo is at your service. We can offer you full support from our Google Ads experts or a tool to run your campaigns totally automatically. Want to learn more? Fill in the form and start doing Google Ads right!

See also our Google Ads for Services Guide – you can download a free e-book in order to gain valuable knowledge!

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About Verseo

Company’s office is located in Poznań. Company is entered into the register of entrepreneurs, kept by the District Court of Poznań - Nowe Miasto i Wilda in Poznań, 8th Commercial Division of the National Court Division under number 0000596164, NIP (Tax Identification Number): 7773257986. You can contact us by writing a letter on the address indicated above or e-mail:[email protected]

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