• Sep 23, 2023

Advantages and Disadvantages of Google Ads

by WatanLema 11 months ago in Marketing
Advantages and Disadvantages of Google Ads

Before discussing the advantages and disadvantages of Google Ads, it’s good to know first what Google Ads is. Google Ads or usually called Google AdWords is an advertising service provided by Google that allows you to set up your business.

Google Ads is equipped with interesting features that will help you promote your business easily and with a budget that you can set yourself.

Target prospective customers can be arranged based on location, topic, time, and so on. Some advantages and disadvantages are important for you to know when using Google Ads.


What is Google Ads?

Google Ads is a platform from Google that offers paid advertising for any business or Google user who wants to advertise their products. This platform allows you to create online ads to reach an audience interested in your product or service across all Google channels.

Nowadays people use Google to search for anything on Google. Each search this user makes offers an opportunity for you to showcase your business or product to more users.

How Google Ads works based on Pay per Click (PPC). This means that you have to pay every time a visitor clicks on your ad that appears.

What Are The Types of Google Ads

Google is a global giant company that focuses on internet services and products. Google has various products or channels, ranging from search, websites, and software to advertising on various sites. Through Google Ads, you can reach various Google channels to run your ads. Some types of Google Ads include:

1. Google Search Ads

Google Search Ads are text ads that appear on Google Search Engine Results Pages (SERPs). When you run ads on this type of Google Ads, your ads will appear either at the top of the organic search results or at the very bottom of the first page of search results. Whether your ad campaign is shown at the top or bottom of the SERP depends on the price you bid. The more you bid, the better visibility you get.

This type of Google Ads works by targeting the keywords that are most frequently searched by users or commonly referred to as search intent. So you can reach buyers as they search for the products or services you offer.

2. Google Display Ads

As the name implies, Google Display Ads are visual image-based Google ads. In contrast to Google Search Ads which are text-based and based on target keywords, Google Display Ads allow you to reach a potential audience who is interested in your product but does not perform search activity on Google Search.

In Google Display Ads, your ad will be served across all Google channels. You can usually see Display Ads when browsing your favorite websites. They can also appear in your Gmail account, apps, or videos but as images.

Google Display Ads can help you introduce your business to a specific target audience who may be interested in what you sell but don’t intend to search for it on google. In addition, using Google Display Ads can drive site traffic, leads, and even sales. This way, you can reach more people than just using search ads.

3. Google Video Ads

This type of ad may be one of the most frequently encountered advertisements, especially when accessing Youtube. As we know, Youtube is one of the many channels owned by Google, which also works like a special search engine for videos. So, you can target your potential customers on YouTube based on what they watch. And with over 2 billion users worldwide, you have quite the audience to target.

Even if your video ads are hosted on Youtube, your ads may appear on Youtube and on all websites and apps running on Google Video Partners, depending on the ad format and campaign settings you choose. In addition, the placement of your video ads can also be selected, it can be placed before the main video, in the middle, or after the main video is finished.

4. Google Shopping Ads

Have you ever searched for a product or item on Google and found search results like the image below above? This is an example of Google Shopping Ads.

Google Shopping Ads are product-based ads. They are shown specifically for product searches on Google. Unlike Google Search Ads search results, Google Shopping Ads displays product images along with product titles, prices, store names, and reviews. They provide shoppers with important product information before they even visit the online store.

This type of Google Ads is best used to increase traffic to your e-commerce store and increase sales. This is because visually appealing Ads will usually perform better than regular search ads.

5. Google App Ads

Does your business have a mobile app? Through Google App Ads, you can promote it with app campaigns across Google’s largest properties, including Google Play, YouTube, Search, and the Google Display Network.

This type of Google Ads is quite different from the others. You don’t need to create individual ads for App campaigns. Instead, your ads will be automatically designed for you.

You only need to enter some copy text, starting bid or initial offer, the budget to discuss, and the location for your campaign. You can also add some HTML5 assets if they are relevant to your business. Then, Google Ads will adapt this info for different ads across different formats and networks.

What are the Advantages and Disadvantages of Google Ads?

Advantages and Disadvantages of Google Ads

Advantages of Using Google Ads

Google Ads allows you to take advantage of a variety of online advertising, from showing your ad to the right people, in the right place, and at the right time. Here are some of the advantages that you can get when using Google Ads

1. Reach a Larger Audience

Google offers a variety of channels for you to run ads on. Plus, with more than 4 billion Google users worldwide, you can reach a bigger audience than ever before. By reaching a larger audience, your chances of bringing in potential customers will also be greater.

2. Target the Right and Specific Audience

Running a campaign in Google Ads not only allows you to reach a large audience but the right audience as well. Google Ads specifically has features for you to target the right and specific audience. Starting from demographics, interests, activities, and so on.

3. Self-Controlled and Optimized Campaign

Another reason why Google Ads is very profitable for your business is that ads can be controlled and optimized according to the goals you want to achieve. With Google Ads, you can create and run campaigns for every lead in every customer journey and marketing funnel you have. In addition, the campaign can also be tailored to the creative and content you want to run.

4. Budget Can Be Controlled

While you can control your campaigns to match your goals, you can also control the costs that go out. Google Ads solves Google Ads solving the problem of wasted spending by giving you complete control over how your money will be spent. You can target specific keywords, set bid amounts, and set daily budget limits. More importantly, you are only charged when the ad is clicked.

5. Increase Brand Awareness

Most people when they hear the term Google Ads think only to increase traffic through PPC on search engine results pages. But Google Ads is more flexible than that. As mentioned above, you can run your campaigns and customize them to your goals, including increasing brand awareness.

Through various channels from Google Ads, even potential customers who don’t click will still see your brand, what you have to offer, and more about your business. You even prioritize brand awareness by choosing to show your ad to more people.

6. Increase Conversion

The main purpose of a business doing a campaign or running an ad is to increase the value of conversions or sales. Through Google Ads, you will get just that.

Google Ads works by giving you the best results according to your strategy. The better the strategy is executed, the better the results will be achieved. In other words, the more audience you can reach, the greater the potential customers who will convert.

7. Campaign Can Be Monitored and Measured

No less important thing that you will get when running ads through Google Ads is that the campaigns that are run can be monitored and the level of success measured. Google Ads offers tools to easily manage and monitor your ad accounts. This tool helps you to see how far the ads you are running are serving. This tool can help you evaluate current or past campaigns and provide insight on what to improve for future campaigns.

Disadvantages of Google Ads

Behind the advantages, there must be disadvantages that exist in Google AdWords. For this reason, the following are the shortcomings of Google Ads which are also important for you to know:

1. Must Have Credit Card or Paypal

This lack of Google Ads requires users to have a credit card or Paypal account which is useful for paid traffic.

This is certainly difficult for business people who are usually still young. The registration of credit cards or Paypal must be done by people who are old enough.

Many new business people are currently occupied by young people who are even still students. If they want to promote through Google Ads, of course, it will be difficult when creating a credit card or Paypal account.

2. Risk of Failure Due to Minimal Costs

Although you will benefit from the minimal costs you spend on Google Ads, this is a risk of failure.

Low cost with a lot of target visitors is certainly not an easy thing to do. For this reason, it is necessary to rethink the most effective solution.

The ads you place can only be done carelessly without a well-thought-out marketing strategy. This will certainly make your business fail because it does not get clicks from consumers.

3. Additional Premium Ads Charged

So that the ads you install don’t fail when using Google Ads, then you have to switch to premium. This is certainly not an easy matter if your business is still on par with the lower middle class.

The premium advertising fees charged by Google Ads are quite expensive because the features provided are very profitable for your business. Google Ads premium is suitable for large businesses.

4. Requires Patience

Ads that you place in Google Ads can only get order transactions if there are interested Google users. Usually, ads are often skipped by Google users because they are considered annoying.

This of course requires more patience for those of you who are expecting new customers. But take it easy, users who are constantly given the lure in your ad will eventually be interested too.


Google Ads is one of the most profitable advertising platforms for businesses today. Because Google Ads allows you to introduce and promote your products and services when users search for relevant keywords. If done right, it has the potential to increase leads and sales. But if you don’t understand how Google Ads works, you can entrust your campaigns through Aptana.

As a company engaged in digital marketing, we provide mobile-based promotional services with more effective and measurable results, one of which is Google Ads. Through a data-driven approach, campaigns are run by adjusting your business needs and potential target audience, so that the results achieved are maximized.

Frequently Asked Questions:

What are the benefits of search Ads?

The benefits of Google Ads are as follows:

  1. Get a Specific Target Audience
  2. Traffic increases quickly and easily
  3. Reach a wider range of Broad Ads
  4. More Controlled Advertising Costs
  5. Maximizing Return on Investment (ROI)

Are Google Ads effective?

Yes, of course, Google Ads is very effective because Google Ads not only displays ads on the Search Engine Result Page (SERP) but also displays ads on YouTube, applications on the Playstore, and other platforms or media affiliated with Google. This is because Google ads have 5 different formats, ranging from search ads, image ads, app ads, video ads, and shopping ads.

When should you use Google Ads?

Because Google Ads is very effective in marketing your business, you can use it anytime to promote your business. Whether just to introduce a business, get traffic, or for other purposes.

How does Google Ads help a business?

In helping your business, Google Ads runs on 3 main principles, namely relevance, control, and result:

  1. Relevance: Google Ads can help your business connect with the right people, at the right time, and with the right message. Google Ads also has many options that you can use to create ads that are relevant to your target market.
  2. Control: You can determine your own budget, bid strategy, campaign, keywords, and other targeting to get more optimal results.
  3. Result: Google Ads is committed to giving you the best results (although the success factor is back to you)

Are Google Ads Free?

No, you have to pay for your ads according to the campaigns you create.