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Google AdWords – A Complete Overview

Google AdWords is one of the viable paid SEO campaigns used by Digital Marketeers all around the world for better profit and robust network building. This technology of Google has become a synonym for Pay per Click campaigns. It is is easy to use and promises huge profit as a marketeer puts it to effect. What is more interesting is that Google offers free AdWords certification that one may get and proper.

It is indeed mandatory to have in-depth knowledge of Google AdWords because if beginners are given this task to work with the same, they may not produce good Return-On-investment for their organizations just due to lack of sufficient skills and expertise. Moreover, organic SEO is slowly loosing its ground due to immense amount of competitors. One can get Google AdWords Certification from Google free of cost by appearing before an examination conducted no other than Google itself.

Google AdWords is something where dedication and willing to learn attributes play an important role for a person to excel in online business. Going easy on this technology wont be much of help, or many people are using it and thus it is necessary to have a good foresight and keep a track on Google’s latest announcement and whatsoever.

What is Google AdWords and how does it Work?

Google AdWords is an advertising program introduced by Google where advertisers use Google Keyword Planner to look for Keywords used by the online audiences to search for relevant product and services. Then accordingly the advertisers place their bids on specific keywords they choose for their clickable ads so that they appear in Google search results at good positions. Clipotech already has an interesting article on Keyword Research that one can read and leverage for a better idea. This is the platform where advertisers need to pay for running effective campaigns and they pay for the clicks and that is how Google earns greater revenues from these clicks. The coming content would better describe you about AdWords’ working methodologies involving auctions, bidding methods, and discussing some factors i.e. quality scores, CPC, and much more. It is always important to understand that how important and competitive is your keyword you are bidding and how relevant is that particular keyword to real conversions for your organization or environment. Google AdWords may or may not help you in any case depending on keyword complexity. For most of the cases, it has been found that AdWords has proven much effective, reliable, and fruitful for many businesses depending on their correct use of money instead of wasting their assets for wrong or bad keywords or writing low CTR 0r Click Through Rate or poor advertisements.

As far as AdWords cost is concerned, there are number of factors, which affect AdWords costs. The cost depends on ad spending, your budget, location, keywords difficulty, and much more. Usually average cost is between $1-$2 on search network and average CPC (Cost per Click) is below $1 usually. If your keywords are very expensive, they may charge you more like even $50 per click too. Big companies even spend more than $60 million annually on paid AdWords campaigns. Hence, it is entirely up to your choices, keywords, and budgets you have.

Working of Google AdWords is exactly similar to that of auctions. Let us have a quick look.

Ad Auctions

Ad auction initiates when user successfully enters a search query. Google then finds out that whether his query is having the necessary keywords or not. These keywords are those on which advertisers are bidding at. If this is true and advertisers are bidding on all or some of users’ keywords, ad auction starts. The purpose of having this auction is to find out Ad Rank or Ad positioning. Moreover, auction also determines ads inclusion on basis of quality scores as well as maximum bid values.

So, after having quality score and ad ranking, Google makes the best use of this data to find out how much you will be paying against each ad for each click. This is the major working of AdWords in a nutshell. Many of the factors are still not covered i.e. alternative bidding procedures, ad formats, and much more. As we talked above about quality scores, let us discuss them below briefly.

Quality Scores

Quality score has huge influence over paid search campaigns’ costs. It is just like your credit score whether you are eligible for loan or not and how high can be your interest rate on basis of the amount of loan you take. Quality score has a strong effect on PPC or Pay Per Click ads performances and the payments you make for each click. It is Google’s rating done with respect to quality as well as relevancy of keywords as well as Pay-Per-Click ads. The same is used to find out the CPC and is multiplied by your maximum bidding amount for sorting out ad Rank in auction process. The score depends on many factors including CTR, keyword relevance, landing page quality, historical AdWords performance of user, and much more.

Improving Quality score benefits

We all know that quality scores are of prime importance and they have direct impact on your ads and campaigns. By having the best optimization of quality scores, you can have higher ROI i.e. return on investment. This is because higher quality score values effectively correlate with lower CPC values. It is certainly not how much you pay per click but it is about how much you pay when someone acts on your ads as per your needs whether it is a sign up action or any purchase to be made. Hence, not all clicks really convert but cost per conversion is mostly higher as compared to cost per click i.e. CPC.

Advantages of Google AdWords Campaign

There are numerous benefits of having Google AdWords. Few of them are listed below.

  1. AdWords works best as compared to SEO. This is the first and the top most benefit one can have. In SEO, you need to have proper white hat optimization of you app or website and then results arrive within two to six months months and sometimes more depending on the content posted. Google AdWords gives you the best insights where you run ad campaigns for the said keywords and you are good to go. This has to be noted that both of them are effective marketing strategies to take and gather more traffic and leads but a well-managed AdWords campaign can perform much faster with respect to first position in searches. You can have better focus on multiple keywords and ads appear on top with immediate and better visibility. No doubt, this does not mean that you should leave SEO and organic traffic but you can have better chances to drive immediate and best traffic using AdWords. This cannot be done by SEO because SEO is a slow healing process and takes time to gain necessary authority and ranking.

  2. Brand awareness is made possible at its best using AdWords. Traffic boosting, clicks, and conversions are no doubt its best features but people promote their brands using this platform. For this, Google has its partnership with ipsos and has found out that search ads for brand awareness purposes is highest.

  3. Customers reaching using Gmail is also the reason for AdWords success. This is most used marketing method for last few years where number of emails are generated and sent to clients for discussing about products and services integrating native Gmail ads with AdWords and making them publically available to advertisers.

  4. Visitors are reached and reconnected immediately using AdWords. Suppose, you have shoe shoppers on the website or any web platform of yours. The people visit all pages of your website taking no actions. You need to remind them again to come back and this you would do using display as well as RLSA campaigns. This is based on that what is explained in the point below.

  5. Remarketing on display and search networks also help AdWords succeed for their customers. Also, you can measure your constant performance using AdWords like newspapers, TV, outdoors, radio, broadcasts, and related are very expensive than AdWords so you can see detailed daily stats using the platform with less and affordable costs. Who clicked your ads and how many leads came and what revenues were made etc. are some of the features you can see.

These are few basic benefits and many of them do exist including analyzing competitors, exploring ads more, making more leads effectively, and much more.

How to open Google AdWords Account

If you have decided to reach more people around you, you need to have an AdWords account for best results. To get your AdWords account created, you would be needing an email account as well as website for your on-going business. No worries of you do not have a website because you are good to advertise still on Google using AdWords Express method. You can create your ad in just 15 minutes very easily as you just need to sign up for AdWords Express and then for AdWords.

  1. You need to tell briefly about your business, products, or services in order to setup the account for you.

  2. Just you need to enter your business website or landing page URL for the business you want to promote.

  3. Now, open your Google account, you would find recommendation for AdWords Express. This would be based on the business you shared before. If you want to move with express, go ahead and if you don’t, stick to AdWords and continue.

  4. Now, ou need to create your fist campaign. Here you need to mention how much you can spend and choose audience you wish to target. You do need to worry about charging as you won’t be charged until or unless you complete ad placement process.

  5. A day or more is required to approve your ad and then campaign would start and you would be charged accordingly.

  6. Hence, you decide how much to spend, choose your audience, place your bid, write your ad, and start advertising.

  7. Before starting advertising, you need to set up billing also. AdWords billing works in different way. You can set up auto payments or manual also. For auto payments, you do not need to pay daily, you just need to pay one time and set time frame and add funding source. All payments will be cut accordingly as per your ad placements. You can control your costs ad budget by applying manual payments if you wish to stop or set specific time period for payments as per your budgets.

  8. Now, after accepting all terms, you can finish creating ads. Now, your campaign is set ad ad is created. After final approval your campaign will start immediately and charge will be made accordingly.

The above steps are all summarized ones and one can have more features and recommendations when they make their accounts for AdWords, hence, you must go through the full guide provided by Google on their website for better and deep understanding.

Short History of Google AdWords

Like any other programs, AdWords has a unique history too. The said program was launched in 2000 by Google. At initial stages, users and advertisers used to pay for the said service on monthly basis and all campaigns management would be done by Google itself. To have better accommodation of the small businesses of advertisers who wanted to manage their campaigns their selves, Google gave the concept of AdWords commonly known as self-service portal.

In 2005, it came out that Google started to perform campaign management service known as Jumpstart. In the same year, Google had a successful launch of advertising professional program i.e. GAP for providing individuals as well as companies the necessary certifications after completing their AdWords training classes.

In 2008, Google introduced Marketing challenge i.e. Google Online Marketing Challenge, which was supposed to be an in-class exercise for tertiary students. More than 7000 students from all across the world from around 45 countries would have their participation in the said challenge. The same challenge took place in 2009 when more than 10, 000 of then took part and the sequence went on where 12000 in 2010 and over 15000 took part in 2011 from more than 70 countries from all over the world. The challenge is now running on annual basis for the period of 6 months i.e. Jan-June.

In 2013, more plans were added by Google in AdWords for enhancing campaigns to facilitate campaign management for multiple device users. This included advanced reporting tools and user-friendly interface.

In 2016, unveiling of Showcase shopping ads was performed by Google. By this format, retailers had the best options to choose various images appearing in search results as per the queries and the keywords searched.

The last update happened in October 2017, when AdWords was finally revised by Google for daily budget caps having minimum settings at 120% of daily budgets and the maximum of 200%. The change was affected and reflected on the same day right after announcement having strong criticism from paid searching professionals. Google announced that this will only take place for few days as short time and may last less than 30 days having all overage changes to be refunded back.

Features of Google AdWords

Like other programs, AdWords also incorporates numerous features and services as listed below.

  • IP address exclusion – Ad placements can be made better with excluding Internet IP addresses enabling advertisers to discard specific IP addresses where they do not want their ads to appear.

  • AdWords Express – The feature is for small businesses attempting to reduce ad campaigns’ difficulty in management by performing the bets keywords anagement and ad placement.

  • Google Partners – It is a Google certification program for professionals for making their career best and bright and to become AdWords certified.

  • Targeted Advertisements Placements – This is called site-targeted advertising where ads are placed as per site rules and design. This includes placement on basis of demographics, design, content, and much more.

  • Automated Extensions- System automatically picks and predicts ads on basis of user queries and automated extensions are installed for this purpose.

  • Google Click to Call
    – Users, by using this service can call advertisers directly from Google search results page where they enter their contact numbers and Google connects their calls to advertisers immediately.

What are the different types of Google AdWords Campaigns?

Advertising with AdWords is not possible without a successful campaign. It always depends on the type of campaign you choose and it always depends on your goals, objectives, and needs. For example, you want to have your ads shown on Google search engine for having more visitors to your website
or any web platform, you need to have Search Network campaign type. But it is just general as it all depends on the need you have and type you choose. Let us have a quick look at various types we have.

Search Network with display select

The type of Google Adwords campaign helps you to have maximum reach to the people as they use Google or visit sites across the web. It involves setting budget, choosing related keywords, creating related ads, and setting bids.

Search Network Only

The sane appears near Google search results and related Google sites when people make search of related terms with respect to your ads’ keywords.
Like, you have a Yoga school, this campaign will show your text advertisements to high level customers when they will be searching for related content like pranayama, Asana classes etc.

Display Networks Only

The network of Google AdWords campaign lets you reach people when they are performing browsing of their favorite websites, showing someone’s the videos, checking their emails on Gmail, or using their mobile devices. The said network lets you find right audiences showing your messages to
customers at right places at right time.


The shopping campaigns are the best ones to have especially when you are promoting local as well as online products, boosting traffic to your websites or landing pages, generating fast leads, and much more. These are shopping ads in the form of text ads where they show price, photos, store names, tags, locations, titles, and much more.


The video campaigns are the best ones showing video ads to the customers on the video contents on streaming websites i.e. YouTube or Daily Motion. Video ad formats include TrueView instream ads, video discovery ads, and bumper ads.
IN-Stream ads run before, during or after the video content. Out stream ones run on partner websites. Discovery ads run on YouTube only. Bumper ads are very short video ad formats made to reach people broadly increasing product and brand awareness. Many people prefer this type of Google AdWords campaign.

Universal App

The last type is universal app, which is an app advertiser where you want your app in many hands. You can easily promote any of your apps using this type including search, Google Play, Play Store, Display Network, and much more.

In conclusion, Google AdWords campaign, if subjected properly – it can indeed be viable for business. Moreover, this technology is one of the remarkable marketing tool that has helped millions of business flourish on the web and move to the height of Global Leadership.

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