What is Google Ads?AdWords?

Until recently, Google Ads was known as AdWords and is often referred to as PPC. Google Ads is the central advertising platform that enables you to run key direct response advertising. This includes PPC, Google Shopping, GDN (Google Display Network) and YouTube Advertising.

Are Google Ads the same as PPC?

In short, no. PPC is one format out of a range of Google Ads products. It it well known and often confused because it was one of the first formats available when google started to roll our paid search.

Creating successful campaigns through Google Ads is an art as much as it is a science. It requires the creativity to compose compelling online adverts, an analytical mind to make sure they appear in the right places and deep strategic and user experience knowledge to create landing pages that guide conversion.

The benefit of integrated analytics…

Google Ads also integrates with other products such as Google Analytics, Google Tag Manager, Webmaster Tools & Google Merchant Centre. These platforms enable the creation of specific audiences for remarketing, product data feeds and more granular ecommerce attribution.

Scalable budgets

We’re used to working with budgets of all sizes to deliver results. The beauty of Google Ads is that the production cost is relatively low and they can be switched off or scaled up at short notice. We do recommend, as with all digital marketing that you try to keep it consistent.

Google Ads is an excellent, scalable platform if you are looking to invest in digital media. We will work with you to develop a comprehensive strategy, taking into account your business goals, existing SEO and content plans.


PPC is short for Pay-Per-Click; text adverts that are visible for relevant, pre-agreed search terms or keywords and you only pay the media cost if someone clicks on the ad. This format is particularly useful for service based businesses. This search tactic gives you a lot of control on what you are visible for but it must be consistently optimised from a copy-writing and bid-management perspective in order to remain cost-efficient and effective.

Youtube Advertising

YouTube established itself as the leading video content website in 2005. Combined with the soaring popularity of video content due to other social media platforms and consumer expectation from brands & influencers to produce video content. Youtube is now the second largest search engine behind it’s parent company Google and data sharing between the platforms allows for highly targeted video content.

Google Shopping

Google shopping is a great search marketing tactic for ecommerce businesses. It works in a similar way to PPC, except there is a photo of your product instead of text. Unlike PPC, visibility is not guided by specific keywords or search terms. Instead the relevancy of your product is decided by Google based on how your product has been categorised and set up in a platform called Google Merchant Centre.

Google Display Network (GDN)

The Google Display Network (GDN) is an advertising network that enables you to reach over 2 millions users with targeted display advertising. You can target based on interests, demographic or ecommerce stage using remarketing audience. The platform works by website owners ‘selling’ space on their sites which advertising networks buy, from here to serve adverts to the visitors to those websites.


More about search marketing tools…

When it comes to search marketing Google is the market leader with a 87% U.K market share. This dominance is supported by an ecosystem of products that enable advertisers to setup, tag, track, advertise, fix and improve their search marketing. To help you understand the products that we use for our clients we have put together some product guides.

Merchant Center explained


Merchant Center is part of the Google ecosystem and allows advertisers to manage and submit product data from their website to Google, before that data is displayed as adverts within Google Ads. Product data will vary depending on numerous factors and Merchant Center is the means by which Google standardised that data for ecommerce websites.


Search Console explained


Until 2015 when it was referred to as Webmaster Tools, Google Search Console allows webmasters to track and manage a websites stats. GSC data differs from Google Analytics as it provides technicals features like speed testing, XML sitemaps preferences, schema formatting and minimising errors like 404’s.


Tag Manager explained


Being able to relay results of digital marketing comes down to data. Regardless of platform, device or sector, being able to understand what users are doing on your site and the value it brings is essential to modern marketing. Google Analytics provides plenty of important insights but by using it in conjunction with Google Tag Manager we’re able to collect even more.


What our clients say about us

Tribe Digital helped me set up a new website, which has been very successful for my company. Ollie was very efficient and helpful and assisted me throughout the process. Whenever I need to make further improvements they act swiftly and effectively.

Paul Dowen, East Devon Surveyors

The recipe box industry is a very competitive market space. We understood that in order to build exposure and stand out from the crowd we needed expert help. Emily and Ollie are both excellent at their jobs and continually keep us updated on campaigns and strategies so we know the best way to move forward. I would have no hesitation recommending Tribe to anyone else looking to improve their search and social media marketing.

Myles Hopper, Mindful Chef
You don’t know what you don’t know” & when it comes to digital marketing Emily & Ollie were able to explain what they could do for our business & how in a very easily understood manner. The follow up & reporting along the way have given us the confidence to continue with them. We have had amazing exposure & our business has really taken off.
Ros Debenham, Radiance MediSpa

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