Solutions for Businesses

More About Google Adwords

Google Adwords, or sponsored links, display along side normal search results (organic listings) when an Internet user places a search for a keyword or phrase on Google.

These ads appear at the top and along the right hand side of the search results page. In the standard text ad format, each ad consists of a headline, 2 lines of copy and link to the advertiser’s website.

Because ads are targeted by keywords, they are very helpful to internet searchers as they are relevant to the specific product or service they are looking for. In fact, Google rewards advertising which is more relevant to searchers by lowering your costs and placing your ads higher in the list through a system called Quality Score.

As an advertiser your ad is only displayed to people who are actively seeking information about your product or service and you only pay when someone clicks on your ad.

Putting your ad in front of the right people at the right time results in a low risk / high return advertising solution where you control the exact costs you are prepared to pay including the cost per click (CPC) and how much you spend per day (daily budget).

Google Adwords is an open marketplace where advertisers bid for each keyword they would like to target. The bid price is referred to as maximum cost per click (CPC). The bid price alone does not determine how high up in the list your ad will be displayed.

Which ads appear where on the search results page is called Ad Rank and is determined by your CPC bid X Quality Score.

While the concept of CPC advertising sounds easy enough, successfully managing and executing a Google Adwords campaign can become quite a complex task when factoring in click through rates (CTR), bid management, keyword clusters, geotargeting, ad copywriting and landing page optimisation.