Google Adwords - or pay-per-click (PPC) advertising - is a form of paid for online advertising whereby text or image-based ads are displayed next to organic search results on search engine results pages (SERPs), such as Google.
PPC ads are a great short and long-term way to build awareness of a new product or brand, increase traffic to a website or convert ad impressions into customers. Paid ads are a good advertising method to use when a website is new and just getting off the ground, as they don't rely on the trust of search engines.
If you're looking for help in setting up a new Adwords account from scratch, could do with a few pointers to get make the most of your budget, or have a large PPC campaign to plan then please get in touch today.
How Does Google Adwords Work?
Adwords displays appropriate ads by matching a user's search query with a pre-determined list of keywords in your Adwords account, which in turn are associated with one or more adverts. Based on the relevancy of the advert (how good the quality score is) to the search keyword or phrase, and on the bid associated to that advert, Google then displays and ranks the ads accordingly.
In addition to simply using the humble standard text ad in Google search engine results pages (SERPs) it's also possible to add in extra advertising features, which can aid in your ads being clicked on by potential customers. These features come in the way of ad extensions, a series of 'add ons' that show alongside the basic text ad providing more options for the user to choose from. Ad extensions can be in the form of: a clickable phone number for use on mobile search; a series of links relevant to both the search phrase and your web pages; a call-out offer or service such as 'Free Delivery'; the address of your business; reviews; a link to your businesses app.
The types of ad extension:
- Call extensions
- Sitelink extensions
- Review extensions
- Call-out extensions
- App Extensions
- Location Extensions