Accounting for Google Ads campaigns – what do we need to know before starting one?

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Accounting for Google Ads campaigns

Preparing and implementing a Google Ads campaign can positively affect business growth. However, before starting such a venture, you should be well acquainted with the rules of operation and billing in the popular advertising system. Learn about some key aspects of running a Google Ads campaign.

Google Ads principles

Google Ads is Google’s advertising platform that allows companies to promote their products or services online. The operation of Google Ads is based on an online auction system, where ads compete with each other for position in search results, on partner sites and on the YouTube platform. The auction system takes into account a number of factors, such as the quality of the ad, the click-through rate and the price offered per click. It allows for effective and targeted outreach to potential customers.

Settlement model

The billing model is a key issue when creating a campaign on Google Ads. The platform offers several different options, such as CPC (cost per click), CPM (cost per 1,000 impressions), CPV (cost per view) and CPA (cost per action). Choosing the right model depends on your campaign objective and advertising strategy. In the CPC model, you pay only for ad clicks, in the CPM model you pay for 1,000 impressions, CPV refers to fully viewed YouTube content, and in the CPA model you pay for specific user actions on your site. Choosing the right billing model has a significant impact on the cost and effectiveness of your campaign.

Campaign objective

Determining the goal of a Google Ads campaign is the foundation of an effective advertising strategy. This is a key step that should be carefully considered. Among other things, the goal can be to increase brand awareness, generate higher sales, or expand subscribers. Clearly defining the goal allows you to adjust your strategy, choose the right tools and track the effectiveness of your campaign. It’s also a benchmark that allows you to assess whether the campaign is meeting its objectives and producing the expected results.

Campaign budget

Determining your Google Ads campaign budget is an extremely important decision. Determining how much money you are able and willing to invest in ads will make it easier to create a campaign plan. With the budget management feature, you can determine the maximum amount you want to spend per day or per month. Adopting an appropriate budget is important because it affects the scope and effectiveness of the campaign. It is worthwhile to take care of the balance between the availability of funds and achieving your advertising goals.

Accounting for Google Ads campaigns


Choosing the right keywords is now a very important part of a successful Google Ads campaign. It is by identifying the words and phrases that users type into the search engine to find products or services that you can reach the right target audience. This, in turn, can consequently increase the effectiveness of the campaign and help you achieve your goals. The selected keywords should be used in the content published on the website. It is also important to monitor and adjust the keywords during the campaign to keep the effectiveness of the marketing efforts high.

Features in Google Ads

Google Ads offers advanced features that allow you to fine-tune your ad campaign. Ad extensions allow you to add additional information, such as your location or phone number, making your promoted content more attractive. Conversion tracking tools allow you to monitor whether users are taking the desired action on your site. And features such as dynamic ads allow you to automatically tailor ad content to users’ interests. Using these features can increase the effectiveness of your campaigns and help you achieve your marketing goals.

Campaign settings

Campaign settings in Google Ads help you effectively manage your online ads. They include a number of options that affect where and when your ads will be displayed. You can customize your target location, set a schedule for displaying your ads, select ad groups, and set other details such as language and target devices. Campaign settings also allow you to control exactly how your ads reach users. This is crucial to the effectiveness of Google Ads campaigns.

Monitoring and analysis

Monitoring and analyzing Google Ads campaigns is an integral part of the advertising process. Regular monitoring of results allows you to track campaign performance and adjust your strategy. You can monitor the performance of keywords, clicks or conversions, for example. Data analysis allows you to identify what works best and what needs to be optimized. This allows you to react faster and make the necessary changes. This, in turn, will allow you to maximize your return on investment in Google Ads campaigns.

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Accounting for Google Ads campaigns – what do we need to know before starting one?


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