The ever-growing popularity of Google AdWords
Take a look at the trend for the term “what is Google AdWords” since 2004. It has continuously grown and would continue to grow as more and more businesses keep coming online.
So give you the dictionary definition, Google AdWords is an online advertising service developed by Google to help marketers reach their customers instantly.
When someone searches on Google for a particular term, say ‘travel packages’, Google would throw a list of searches for you. But if you look closely, you will notice that the top and the bottom results are generally ads.
But how did Google know which ads to display?
Now that we have that sorted, let’s discuss the types of ads you can run using the Google AdWords platform.
Type of ads in Google AdWords
A) Search ads
Like my travel example earlier, when a user searches for something on Google, the list of ads that appear above the organic listing are called search ads. For example, when a user searches for “Kashmir holiday packages”, the search results will look something like this.
The ones marked “Ad” are ads. And, the results below that are organic.
Google considers many factors before deciding which ad to display first, as well as the sequence of ads that follow. We’ll discuss all these factors, their relative importance, the correlation between different factors etc. in a more detailed chapter later. But, let’s take a brief look at them:
Important factors in search ads
- Targeting – For instance, your ads will be shown in the geography that you choose (you can go as specific as the ZIP code)
- Search term and keyword – What is being searched for by the user + the keyword that you optimize the ad for.
- Ad copy relevance – Ads that appear for a specific search term should be relevant. A search for colleges should not throw results for travel packages.
- Landing page experience – How relevant is the landing page to what the searcher wanted? Did he get what he was looking for?
- Conversion rate – This is again controlled by relevance, landing page quality, and experience.
- Bids – If 2 advertisers have perfect ads and landing pages, the higher bid will get preference over the lower one.
- Quality score: Quality score again depends on all of the other factors mentioned above. So, it’s more like a cycle than everything else. Everything is interrelated.