What Is Google Adwords?

What Is Google Adwords?

Google Adwords is the single most popular PPC advertising system in the world.

The AdWords platform enable businesses to create ads that appear on Google’s search engine and both Google properties.

AdWords operates on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisements. Every time a search in initiated, Google digs into the pool of AdWords advertisers and chooses a set of winner to appear in the valuable as space on its search results page. The ‘winners’ are chosen based on a combination of factors, including the quality and relevance of their keywords and ad campaigns.

More specifically, who gets to appear on the page is based on advertiser’s Ad Rank, a metric calculated buy multiplying two key factors:

  • CPC Bid (the highest amount an advertiser is willing to spend)
  • Quality Score (a value that takes into account your click-through rate, relevance, and landing page quality).

This system allows winning advertisers to reach potential customers at a cost that fits their budget.

How does the AdWords auction work?

Conducting PPC marketing through AdWords is particularly valuable because, as the most popular search engine, Google gets massive amounts of traffic and therefore delivers the most impression and clicks to your ad.

While a number of factors determine how successful your PPC advertising campaign will be, you can achieve a lot by focusing on:

  • Keyword Relevance: Crafting relevant PPC – keywords lists, tight keyword groups and proper ad text.
  • Landing Page Quality: Creating optimised landing pages with persuasive, relevant content and clear call-to-action, tailored to specific search queries.
  • Quality Score: Quality Score is Google’s rating of the quality and relevance o your keywords, landing pages, and PPC campaigns. Advertisers with better QS get more ad clucks at lower costs.