Google AdWords Essentials

The internet has emerged to be an important part of our livelihood due to its ease of acquiring information, products and services. Advertisers now have a reason to smile due to AdWords as a tool for advertisement. This is because the platform offers the possibility to buy ads. Ads usually appear where all search results are displayed by Google (Geddes, 2014). Depending on the search terms used by a user, specific ads appear. As a result, there are some essentials about AdWords mentioned in the video that the paper aims to summarize.



Pay per Click Advertising

Before understanding the entire concept of Google AdWords, one has to understand how it operates. It is an online advertising platform by internet search engines where businesses display ads alongside internet search results (Jacobson et al., 2011). It is unique since advertisers make payments only when the ad is clicked on by a potential customer. It is categorized into the flat rate and bid-based models (Jacobson et al., 2011). Flat rate models have advertisers and publishers reach an agreement on a fixed amount payable when a potential customer clicks on the ad while the bid-based model entails advertisers competing against each other within private auctions that are hosted by specific advertising networks.

Getting Started with AdWords

One has to create an account that can be categorized into a number of campaigns which are then divided into different ad groups. This implies that if an advertiser sells a variety of goods and offers different services, they are to have different campaigns for each of the product and service, therefore, the need of categorization in terms of ad groups. Such a technique helps the AdWord account maintain clarity as well as ease the management of budgets and bids, and view reports that are generated.



Researching your Keywords

Keywords are used by advertisers to have control over who gets to see their ads. The keywords selected should have ‘Match Types’ so as to enable the advertiser decide on what close search term a visitor is to match the keywords prior to ads being shown. There exist two categories of keywords, namely the positive and negative keywords. Positive are those which are responsible for triggering the ad while the negative ones do the exact opposite. Positive categories are further categorized into: the broad match which search terms are closely linked keywords; broad match modifier which ensure more control compared to the latter; phrase match which are more specific; and exact match where the search term matches the keyword exactly.


Starting your First Campaign

One has to consider the three main bidding strategies in AdWords that determine the type of campaign. The user’s goal will determine which strategy is most suitable. The strategies include search networks only, display network only, search network with display select (Miller, 2012). ‘Search network only’ is suitable when the intention is to have an ad appear next to Google search results. It is most common if the aim is to reach users looking for a certain product offered by the advertiser. ‘Display Network only’ is preferable when advertiser intends to create awareness while users are browsing online. Lastly, ‘Search Network with Display Select’ is preferred if one desires to do a combination of the first two.

Creating your First Advertisement

Advertisement can only be made once an account has been created. There are spaces that are provided for one to fill in in order to create an advertisement. In order to successfully create one, the following guidelines by Miller (2012) can be used:

  • The headline which refers to the problem
  • First description line which entails the expected benefits of the product or service being offered.
  • Second description line whereby a description of the product or service is provided.
  • URL which refers to the name of the website
  • Destination URL which refers to the destination the customer gets directed to once they click on to the ad.

One can decide on what location or which type audiences the can ad to appear to. The Audience option consists of locations, languages and visitor demographics.


Monitoring Advertisements

Advertisements are monitored through managing keywords. Google Search Term Report can be used to generate keywords that contribute to most clicks and sales after which they are added as keyword list as exact matches (Geddes, 2014). This tends to show the ad to a more specific category unlike for those searching for something else.



Google AdWord has actually transformed the trends of advertisement from the usual physical to digital platforms. As much as it seems to be the future, having knowledge about some of its essentials is necessary for one to successfully use this platform. These essentials serve as a guide of what is required before using the AdWord platform thus the need to emphasize on. Moreover, they identify the features in the platform.




Geddes, B. (2014). Advanced Google AdWords. Indianapolis, IN: Sybex (a Wiley brand)

Jacobson, H., McDonald, K., & McDonald, J. (2011). Google AdWords for dummies. Hoboken, NJ: Wiley Pub., Inc.

Miller, S. A. (2012). Piwik web analytics essentials: A complete guide to tracking visitors on your websites, e-commerce shopping carts, and apps using Piwik web analytics. Birmingham: Packt Pub.


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