One of Google’s strongest advertising and partnership programs is Google Adwords.  With it, people advertise their sites on Google and on Google adword network sites, and they choose the keywords connected to their ads. 

How it Works

Google Adwords is simple.

• Advertisers select key words, and Google even helps them choose the right key words for their ads.
• Ads appear next to search results on Google, or within targeted content on Google Adword network sites.
• Advertisers can choose specific sites in the Adword network.
• Local businesses limit their adwords to local searches within a certain radius, or connect their ads to Google map searches.
• Advertisers pay only when people click on the ad.
• Advertisers choose keywords based on cost per click, and set the maximum they’ll pay within a time period.   When their clicks reach that amount, their ad no longer appears.

For example, a company selling toasters advertises through Google Adwords.  They select keywords “toast,” “breakfast,” and “kitchen appliances.”  They chose those key words and phrases based on relevance, and on the cost per click.  They also set a maximum daily cost – $1000. 

The toaster company looks around the network and finds a high traffic breakfast blog.  They choose that site for their ads, in addition to the ads appearing on Google.

Adwords also provides full ad reports including:

• Sites that carried the ad.
• Impressions – how many people saw the ad.
• Clicks – how many people clicked on the ad.
• Conversions – Adwords even reports on how many people accepted the advertiser’s business offering – whether it’s a sale, a registration, or other transactions.

Advantages

Including its entire network, Google Adwords  reach 80% of Internet users.  That means advertisers who properly target their ads reach the people online interested in their service. 

Google’s reporting tools help advertisers improve their ads, and improve their success.

The best part is, it’s easy.

Conclusion

Google adwords is a modern advertising system that lets advertisers control and target their ads.  In the right hands, the system lets people create the success (traffic and conversions) they want.  

Categories: Glossary
Tags: adwords, conversion, cost per click, google, keywords, local search, paid search, pay per click, ppc, reporting, search advertising, search engine marketing, search marketing, seo