My key takeaway from the rise of local based searches is that granularity is key to a successful paid search accountJeff Baum
Today, digital platform is ground zero for various big and small businesses. Mastering the digital ad game is equivalent to being a king.
Some big platforms in play are Google, Facebook, Instagram. Today we discuss Google AdWords, and so an important question is “What is Google AdWords?‘
What Is Google AdWords?
Google ads, formerly known as Google AdWords is an online advertising service run by Google.
Google helps businesses connect with potential customers and buyers using the ads it displays on various sites and during Google searches. There are various forms of Google Ads:
- Search Ads
- Display Ads
- Video Ads (on YouTube)
Search ads come along with the search results. Google displays the ads according to the keywords in search.
Display ads are the advertisements you see on a website that you visit. They are put on the websites after Google analyzes your recent behavior, for instance, if you are searching for headphones online, you will get advertisements of various headphones.
Video ads are present before or in between a YouTube video which you can skip(usually).
Now that you know What are Google AdWords, let us answer another question. How Google AdWords work?
How Does Google Ads Work?
Google charges businesses per click. This model is called PPC, i.e., paid per click. Google displays your advertisement and will charge you every time somebody clicks it.
You can sanction a budget and once it is fully utilized, Google stops displaying your ad till you show more money.
Note that Google will charge for every click, not for every successful customer conversion, and the sad part is, most of the clicks are just curious ones.
How Google Selects Ads To Display?
Google decides this on various factors, they are:
Google displays ads in geography of you choice. You can go as specific as a zip code.
An ad is optimized for certain keywords that you can choose while bidding. Whenever user searches for these keywords or these keywords are there in search, your ad is displayed.
If a search for hotels is made, then ad for watches is not shown, hence relevance plays a huge role selection of ads for display.
#4. Landing Page Relevance
When someone clicks an ad, they go to a different page, landing page. Now if this landing page is not relevant, add will fall down the rankings, and then display frequency falls.
Let us say all the above parameters are same for two ads, then money comes into play. Google displays ad which had bid higher.
#6. Quality Score
Google measures this score by assigning weight to all the factors above. It is a cycle and a lot depends on your start. A good start usually means a smooth journey.
This should explain you what is Google AdWords and how they work. Google Adwords are a wonderful tool but using them without realizing their actual worth may prove to be catastrophic.