Google AdWords is an advertising program that was designed by Google for marketers who want to advertise on the search engine and the advertising network that is associated with it. AdWords allows business owners to acquire traffic to their websites and gain leads. Google AdWords is one of the most popular advertising services. This article provides an overview of the service.
For any business that is interested in online marketing, Google AdWords is a service that they should become familiar with. This advertising service expands the reach of businesses, helps to build brand recognition, and can lead to more sales, as well as increase their overall success.
Google AdWords Explained
AdWords is an advertising system that was created by the most widely used search engine – Google. The goal of this advertising system is to assist business owners with the marketing of their products and services within the Google search engine, as well as the sites that are affiliated with the search engine.
Advertising with Google AdWords involves using text ads that appear in the search result of those who search for specific words or phrases that are related to whatever a company is offering. An advertisement that is associated with Google AdWords is referred to as a “search ad”, as they appear when users of the search network, as well as the sites that are affiliated with it for search for specific terms or phrases. The advertisements are displayed as sponsored links.
Google designed their AdWords advertising network to be a pay per click system. Pay per click means that advertisers can select where their ads will be placed by bidding on specific words or phrases. Google only collects the amount that you bid when a user clicks on the display ad.
How AdWords Works
As stated above, Google AdWords is based on a pay per click system, which is centered on an auction that is based on keywords. Basically, advertisers select a list of keywords that they would like to target because they are related to the products or services their business offers. These keywords are the words that users are most likely to search for when they are looking for a specific product or service.
Those who use Google AdWords place a bid on the keywords they want to target. They determine how much they want to bid according to how much they want to pay Google when someone clicks on their advertisement. The bid, along with a Quality Score, which is assigned by Google and is based on the quality of an advertisement that has been proposed, indicates which ads will appear on the search engine results page.
How Google Ads are Displayed
Advertisements that are displayed through Google AdWords are shown as short text ads. These text ads contain the following elements:
- A title line – the headline of the advertisement
- Two descriptive lines
- A URL link, which directs people back to the website or the specific page on a website that is linked to the advertisement.
Other Types of Ads Displayed on Google AdWords
In addition to the text ads, which are described above, there are other ways that ads can be displayed on Google AdWords, which include:
- Rich media advertisements. Rich media ads refer to advertisements that feature interactive elements, such as animations (images or texts) that change their appearance based on whomever is viewing the ad and how the person interacts with the ad.
- Image advertisements. You can also choose to display a static image. This image completely fills the ad block on the site that it is showcased on. Within an image advertisement, you can include several elements to differentiate your ad, such as custom images, designs, colors, fonts, and layouts.
- Video advertisements. Video ads are another option. YouTube, the most popular video viewing site on the Internet, is a part of the Google Ads Network, so video ads have become extremely popular on AdWords.
AdWords Key Terms
If you are just getting started out with using Google AdWords, it is important to become familiar with a few basic terms that are associated with the advertising network so that you can make the most of it.
- Keywords. Keywords refer to the words or phrases that users enter when they are looking for a specific product or service. These words or phrases are what trigger an ad to appear on the search engine results. When you set up your AdWords campaign, you will be promoted to select from a list of keywords that are most related to your business and that people would most likely use when they are searching for the products or services that your business offers.
- Bid. AdWords is based on a pay per click system, which involves bidding. Your bid is the highest amount that you are willing to spend whenever a user clicks on your advertisement. You will only pay that amount to Google when your ad is clicked on.
- Quality Score. A metric that lets you know how relevant the keywords you have selected are to your advertisement, as well as your landing page. If you have a decent Quality Score, you can lower your bid. You can also improve the ranking of your ad in the search engine results.
- Ad rank. This is a metric that pinpoints where an ad will be displayed in relation to other ads. An ad rank is determined by several factors, including your bid and your Quality Score.
- Cost per Click (CPC). This refers to how much you will pay when a user clicks on your advertisement. Keep in mind that you don’t always pay the entire amount that you bid for each click; rather, this establishes a range of potential costs that you could pay out.