What is Google AdWords?

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“Why should I use Google AdWords?” and “Does Google AdWords work?” are two popular phrases searched on Google. This possibly means that there are a lot of marketers and business owners wondering if they should be using this tool and how could this tool benefit their business or job if they decided to give it a go.

The basics of Google AdWords are quite simple and thanks to this, small businesses have been able to reach new people and convert them into new customers. One of the advantages is that is adaptable which means that you can spend as much money or as little as you want depending on your goals and advertising budget.

AdWords places your advert right in front of a potential person who is actually actively looking for something that you have. This means that every time someone searches something, Google will match the most relevant ads for this search.

It also allows you to constantly adapt to your potential client’s needs by changing keywords or pausing campaigns that are not getting the results you expected.

So how does it work?


AdWords is based on a auction system where advertisers have several ways to bid for their ads, depending on what matters most to them and their business. Once this is done, they can decide the highest price they are willing to pay for a single click for each keyword selected (CPC) and then this bid is compared with other advertisers that are bidding in the same location and with similar keywords.

Ad Ranks will then ensure that your ad is relevant to the person searching for your keywords to show the most relevant websites to any person that searches in Google. They will also take into consideration the quality score and ad extensions as well as the bid itself.


This is the average time Google thinks your advert will be clicked on when is displayed. The most important thing to keep in mind with regards to the score is to be specific and not broad or generic. You need to make an effort and think like a consumer and what would likely be the terms that your consumer would search so your quality score is spot on.

You also need to bear in mind that your landing page content should also be optimised and specific since Google would take this into consideration as well.


There are loads of different extensions available and all of them affect the ranking of your campaigns and ads. You just need to think which one might suit your type of business best and keep testing.

Ad extensions are an excellent way to adding alternative actions to your ads. While your main add might to go directly to your homepage or an specific product page, extension ads can be used to redirect potential clients that are looking for something else that can also be purchased at your website. This increases the chance to convert a higher amount of potential customers while they make your ad more visible and bigger.

You can also use extension ads to create a “Call us” button for mobile devices to ensure that whoever has the intention of booking your services could do so straight away without having to think about it too much.

AdWords is a great way to advertise your products or services because is scalable and flexible and fastest than SEO since it can display your adverts the moment you activate your campaigns!

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