Google AdWords – a brief overview

Google AdWords – a brief overview


If you are a marketing novice or if you’re just sick of reading convoluted guides to all things marketing and are looking for some no-nonsense Yorkshire talk on various digital tools, you’re in the right place.

Today, we’re going to look at Google AdWords. AdWords is Google’s advertising service which allows businesses to place adverts at the top of the page directly underneath the search bar or to the right above the natural or organic search results.

Paid Search

Paid search is the term for advertising on a search engine results page (SERP). Adverts are placed at the top and side of the page and marked as an ‘ad’. Paid search allows you to see immediate results and isn’t nearly as difficult as you might think.

Google, Bing and Yahoo all have paid search offerings. However, today we’re going to stick to Google.

The Basics of AdWords

To be featured on Google with paid adverts, you target the search terms that someone might use and you create an advert based on that. For example, someone might be searching for Converse trainers and there will be an advert at the top of the page.

Lots of people can try and get their results at the top of the page for one particular search term. Competitors can all bid for the same search terms, meaning there will be multiple ads.

If you want to appear, you have to bid alongside others for how much you are willing to pay Google every time someone clicks on the link. This is known as pay-per-click. The more you pay – the better the results. However, this isn’t the only factor to consider. There’s also what Google calls the quality score that will have an impact.

Quality Score

Quality is determined by a number of elements.

  • Relevance of search term
  • Relevance of landing page
  • Previous click through rate
  • Relevance of ad text

Even if your bid is lower than others, if you quality score is better, you could end up with a better position in the list of paid results to your competitors.


Every time your ad is clicked, you pay Google. This is the pay-per-click (PPC) model. The amount you are willing to pay is the cost-per-click.

When you set up your campaign you can set your maximum bid. Google can automate this to allow you to get the most clicks for your budget.

Another payment option is cost-per-impression, where you pay Google for every 1000 times your ad appears.

Google works out all the factors and decides which adverts will be placed where in just 0.26th of a second.

So why choose AdWords?

AdWords is so successful that 40% of users are unaware that they are being supplied with advertising when they click through after searching. This can mean that organic results can be ignored. If you are looking to grow your digital presence, PPC is unavoidable.

For more information on PPC or any other digital marketing tool, get in touch today.