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Google AdWords

Google AdWords – A Complete Overview

Here is a complete overview given by us for Google Adwords to ensure that our readers get the detailed information about the working and importance of Google AdWords in digital marketing. We will give you the brief history about Google ads, its evolution and its importance in the marketplace nowadays.

Google AdWords is one of the viable paid SEO campaigns used by Digital Marketers 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 easy to use and promises huge profit as a marketer.

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 losing its ground due to the 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 won’t 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 basically a medium of the advertisement provided by the famous search engine, Google. This platform was developed by Google in the year 2000, and it was named as Google Adwords 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. Google contacts with those website owners who are listed as relevant to your advertisement.

These are also called partner websites, these owners or partners get a commission or proportion of the total amount paid to Google by the advertiser.

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.

Cost at Google Ads

Google adds application has evolved over the last 18 years and now they have become the main and major source of Google’s income.

According to reports of 2017 Google generated around 95 US billion dollars through advertising. This makes more than 70 percent of Google’s total revenue.

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 $1 to $2 on the 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.

The Google program ads include distribution of local, international and national brands from throughout the world. Google advertisements today are of different types, they may be video content, they may be audio content, they may be pictures, or they may be simple words text.

But all of these types have different rates per views. The textual advertisements cost less and the number of words is limited, and you cannot convey a large message in the textual advertisement. Most advertisers use this type for notifying their sale packages or upcoming event’s teaser texts.

Google Polices

Google Adwords allows you to give up to thirty characters in headings and up to eighty characters in the text description. They also allow a display of 40 URLs in the textual advertisement.

Google Add picture and video sizes are different with respect to websites. As recent reports reveal, Google in 2018 has derived around 86% of its total revenue from advertisements.

In addition to controlling ad settings through targeting audiences based on the language of the users and the location of the viewer, language usage ad placements can be done after excluding IP addresses.

This new feature has enabled advertisers to exclude their specified IP addresses if they do not want their advertisements to appear on those IP’s. Advertisers can exclude up to 450 to 500 IP address ranges per campaign.

Legal context of Google Adwords

There are many types of advertisements you cannot add on Google web pages.  Not only there are restrictions made by Google, but also the website owners have limited some advertisements. These restrictions may apply because of religious reasons, age restrictions and cultural or security reasons.

So everyone should know the legal aspects of advertising on Google. There are more than a dozen famous cases that have been rejected by Google Adwords and then legal cases have been issued on the advertisers so one should make sure not to indulge in illegal advertising.

Ad content restrictions from Google Adwords

Google Adwords has restricted some content that cannot be advertised on any page of Google’s databased. These contents include hard alcohol and liquor. This change has been in effect since 2008 before that Google Adwords were used in a miscellaneous way and there was no proper check and balance by the authorities.

Allowed keywords in Google Adwords

Google Adwords has come under great pressure for allowing AdWords advertising customers to bid on international trademarked keywords.

In early 2004, Google started allowing it’s advertisers, and Google Partner’s to bid on a large variety of search keywords and phrases in the United States of America and some parts of Canada, including international and national trademarks of those in competition with them and in late May 2008 it expanded this policy to the United Kingdom and rest of Ireland.

Advertisers are restricted from using other companies’ trademarks and logos in their advertisements may they be textual or visual, if it has been registered with advertising legal team.

Google requires a complete certification to run those specific regulated keywords, such as those related to pharmaceuticals and cola brands.

Prohibited keywords in Google Adwords

There are also some keywords that are not allowed at all in Google Adwords. These prohibited keywords include alcohol advertising keywords, abortion services, hacking services, gambling trends across the world, and other adult stuff.

Overall, we can say that Google Adwords is a platform worth investing in; it would definitely give you feedback for your investment. Your advertisements would have a global outreach; you will be able to capture a large audience with less investment.

This will surely increase your sale. On the other hand, if you are a viewer you will notice that how much you are being served from a single platform, you are asking answers for your queries from Google.

And Google not just answers those queries but also gives you advertisements for different brands that you are already in search of. This is both profitable for the viewer and the advertiser and not to forget the Google partner.

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.

Google Partners

Google partner is a position with the Google ad company which a business party can hold to if he passes the exams set by the Google Adword society, these exams include search advertising, display advertising, Video advertising, shopping advertising, and telephone or mobile advertising.

Google academy for ads takes these exams now from this year. Previously the exam department was under Google Advertising professionals in 2010. Now the system has been updated and improved. The criteria have also evolved. The exams consist of one initial paper and five advance papers.

The mission of this department is to increase Google Adword clients and the number of Google Adword campaigns. These Google partners are then assigned work on a three-month basis. They have to maintain a target and have to engage more clients in their system. You see Google has shifted its focus on Advertising as it makes a lot of money through it.

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 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 platformCustomers 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.
  3. 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.
  4. Remarketing on displayand 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.

Adword Express

This feature “Adword Express” was previously called as Google Boost. Adword express allows small business parties who do not have web pages to use this facility by directing them their customers to Google place page.

Google Adword express automatically manages keywords and ad placement on websites, but remember this feature is only for small businesses.

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 need an email account as well as website for your on-going business.

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, you 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.  In the early years when Google started advertising it charged a monthly fee to the advertiser and ran his campaign for that month, but now this method has also been evolved by the Google top authorities.

Now the advertiser has to pay per view of customers. 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.

 More Detail about Features of Google AdWords

 Here is needed a detailed description of features of Google Adwords.

Placement-targeted advertisements

The site-targeted feature was launched in early 2003 by Google; this feature allowed the advertisers to use control panels of Adword to enter keywords, domain names, topics, geographical targeting, and other details. These details are accessed by Google. Based on the entered data Google decides where to put your advertisement. The most relevant pages are shortlisted for advertisement of your ads.

Advertisers have to bid on a cost per click basis for the placement-targeted advertisement. With the help of this feature one whole add can be displayed in the entire ad block, and thus it captures a larger audience, it has a better view and can display more information. Usually, one ad block is split into two or three blocks which make those advertisements very small and limited.

Keyword Planner

The keyword planner is one of the free features that is issued by Google Adwords. This tool provides data from Google’s search query and other resources for direct and specified advertising campaigns. The Google, keyword planner helps us to expand the existing advertising campaigns and also to start new campaigns. This planner helps us provide relevant keywords and ad group ideas, the statistics related to the history, the new trendy keywords, and competitions along with competitive bidding. To get access to the Keyword planner, you have to get your first campaign started soon.


 Remarketing is a feature offered by the Google AdWords which allows an advertiser to provide his ads to the audience who has already visited his web page before.

This service likewise enables advertisers to make the diverse gathering of people records that are dependent on the practices of site guests with the end goal to serve pertinent promotions to the fragmented audience.

Remarketing Lists for search by means of Google Analytics wound up accessible in Google AdWords toward the beginning of June 2015, taking into account the utilization of standard GA remarketing records to design customary content inquiry and advertisements.

A more evolved form of remarketing is a dynamic marketing feature that enables the advertisers to specify the products and services they want to provide to their previous customers.

This feature is used commonly by e-commerce websites. These websites offer to customize products to their viewers just like you see on Facebook; you are shown only those products by different e-commerce companies that you have been searching for.

When you are using this tool in the mainstream marketing area, you have to be very careful, as mentioned facebook advertisements.

One can also feel annoyed by seeing the same stuff over and over, so Google Adwords  lay great emphasis on deep diving into frequency capping so that you don’t irritate your viewer and provide him with the stuff he wants.

Remarketing is widely used all over the world by all brands and companies.

Ad Extension

Ad extension is also one of the important features offered by the Google Ad words. We inform our readers with the importance of ad extension in the digital marketing concept of Google. Ad extension is one of the features that allow other information to be displayed along with the ad; this information includes the business address, phone number, and web page links.

Ad extensions are of two types, manual and automatic. The manual ad extension includes App extensions that allow you to advertise a link along with the other information; this link will redirect the user to an application when he clicks on it, then manual Ad extension also provides call extensions that allow advertisers to provide a number along with their ad.

This number when clicked will be directed to the calling application of the viewer’s phone, and he can then call that number. Location extension can also be provided with the ad extensions; this includes map location of the address. Then an advertiser can also add a review extension which means that the advertiser can add third part reviews on his ad.

Then site link extensions can be also be added; these are additional links that can be added to the other stuff that is advertised.

Callout extensions allow the advertiser to add additional descriptive text. Structured snippet extensions can also be added there; these are more than two predefined brands. Price extensions can also be added which include price tags of products or services to be added along with the product.

Click to message extensions are provided by advertisers to connect with viewers through SMS. Promotional extensions are also a part of manual ad extension; this allows promotional messages and offers to be added along with the product ad.

Then we have an automatic ad extension feature; these extensions are those which are added by the Google Adword itself along with the advertiser’s advertisement. This extension includes the consumer ratings; the rate is that customer rates after buying or viewing a product.

Then there are seller ratings that are added automatically. These are reviews and positioning of a product as set by the advertiser or the company itself. Then automatic ad extension also adds information about the previous visits of customers.

Then there are two more automatic extensions that are dynamic site link extensions and dynamically structured snippets.

Google Click to Call

 Google click to call feature is also explained here. This feature is one of the oldest features of Google Adwords, Google discontinued these services due to some unfortunate reasons in late 2006.

Google click to call service is now operational. In this feature, you are directly approached by the Google authority. Google pays for this call and you are directed to the business directly. This feature is now also used by Android and IOS devices.

Google Adword Customer Match

 It is the most famous feature of Google Adwords, This feature is very much useful for advertisers. Google Adword customer match makes sure that the viewer connects with the related advertiser. These also include messaging advertisements used by the brands to their concerned and related audience.

The Technology of Google Adwords

Google AdWords is an 18-year-old system; this was tested initially on the MySQL system after the experiment was successful the management team decided to use Oracle. The system ran but was too slow that it collapsed and eventually they had to move back to MySQL.

Later on, as the technology developed and as the usage of Google Adwords increased the management launched a new database system known as the Relational Database management system. This is also known as F1 in Google and is specifically used for additional business. This is a powerful system which maintains the relation between the advertiser and viewer and of course googles itself.

The distribution of Google Adword system

 All the ads are eligible to be shown on the search engine that is Google. Also, advertisers can allow their advertisements to be shown or the Google partner’s network system. The Google display network shows advertisements that are posted other than search engines.

 Google itself decides the subject of pages and shows pertinent promotions dependent on the publicists’ keyword records. AdSense distributors may choose channels to help guide Google’s advertisement positions on pages to build the execution of their promotion units.

There is a wide range of sorts of advertisements that keep running over Google’s system including content promotions, picture or pennant advertisements, portable content advertisements, and in-page video advertisements. In February 2016, Google started expelling right-hand side promotions from AdWords on a work area for just indicating content advertisements above and underneath natural query items. Item Listing Ads and the Google Knowledge Graph were unaffected, can, in any case, show up on the right-hand side.

Account Management System of Google Adwords

 We  enables our readers to know that how Google helps its clients with the hardship of building and managing AdWords accounts and profiles, search engine marketing SEM agencies and related officers offer account management services. This allowed organizations without advertising or PR expertise to reach a larger online audience.

To help maintain best practices for AdWords management team, Google has implemented the Google Partner Program and the Google Qualification Program for individuals, both of which require individuals and agencies to meet the set criteria and pass the set exams, as mentioned earlier these exams are five in number one is initial exam and other four are advanced papers.

Adword editor is also available for customers by Google; this is offline management software for profiles.

Cost Calculation methodology of Google Adwords

The price of Google Adwords depends on different factors. These factors mainly include the goals of the organization. Also one of the most important things is the bidding or auction strategy of Google Adwords.

The cost also depends on it. Whenever a user searches for a query, Google performs an auction just to determine the search results that are displayed by the page, and also it checks on to the ad’s position

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.


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

We have tried our best to deliver the best and the easiest details for our readers. Reading our overview will help them understand the basic concept and working of Google Adwords. One should be well informed of it as it is a major part of digital marketing today and is one of the most money making business.


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