AdWords is an advertising service by Google. It allows you to advertise your service or product on Google’s content network or search result pages. AdWords offers pay-per-click advertising, and site-targeted advertising for both text and banner ads. Their program includes local, national, and international distribution. Their text advertisements are short and consist of one title line, two content text lines and a display URL.
Wait a minute, where do those ads appear?
When you advertise on Google AdWords, you can choose to display your ads on either Google’s content network or Google’s search engine result pages, or both. The content network is made of various web publishers who display ads on their website through Google’s AdSense program.
Have a look at the bottom of this very web page. You will see an AdSense ad. Look for “Ads by Google” at the bottom right corner of the ad. If it’s not showing, hit F5 a few times to refresh this page, it should eventually appear.
On the other hand, you might prefer to advertise on Google’s search result page. This is where the ads will appear :
When you want to advertise your product or service through AdWords, you need to bid on keywords. For example, if you want to advertise a customer relationship software, you may want to bid on keywords like “crm software”, “customer relationship software”, “crm software comparison”, etc. If you chose to advertise on the content network, your ads will be displayed on what Google considers to be relevant websites. If you want to advertise on Google’s search result pages, your ads will appear when a visitor searches for a keyword you bid on.
That sounds easy!
But it’s not. You’ve probably got some competitors bidding on the same keywords as you. That will increase the price you have to pay for each click your ad receives and it will also affect the position of your ads. The higher you bid on keywords, the more your ads will be displayed. But the thing is, you don’t want to go into a bidding war ending up eating all your profit margin.
There are a lot of factors that affect your ad’s positioning and the price you pay per click such as how you grouped keywords together, the destination page’s PageRank, the relancy between your keywords and your ads, etc.
This is why it’s really important to play the game well: Google AdWords is a Formula 1 to success or… failure.
Stay tuned for Google AdWords for Dummies – Part 2.
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