Google Adwords explained

After explaining in more detail Google Adwords to a new client, we thought it would be a useful article for everyone else baffled by Google Adwords, the various ad placements and if throwing loads of money at it will put you in-front of everyone else.

For those that have no knowledge of Google Adwords, let us first explain what we mean.

Google currently run two forms of search results – Organic and Adwords.

Organic are the main search listings compiled and produced by Google after their spiders have crawled the web, found sites and indexed them under certain keywords, Google then analyse those sites and rank them on a multitude of factors so that then Google can display the search results in the most relevant order to a users search query.

Adwords are sponsored links (paid for), they are the ones you see positioned down the right hand side and sometimes a couple at the top of the page shaded either light blue or light yellow.

Now before we continue with the explanation, let us just note that in recent surveys it was shown that 70% of internet users click on Organic listings, versus only 30% on Adwords listings – The reason? – Organic listings are perceived as unbiased, therefore more credible than sponsored listings.

So Organic listings are the way to go? – The answer is yes, but....they are not the only way to go - the most successful campaigns run both.

“So” you say, “I will run both” – Firstly you decide to improve your Organic Listing position within Google and the other major search engines – All you need to do is send some keywords to your web designer and have him add them as Metatags – Right? – Wrong!

Okay so I also get him to add my keywords loads of times in my text on my pages, right? – Wrong!

Improving your Organic Search position is a finely tuned process – a process called Search Engine Optimisation (SEO) – Now we are straying off subject here, after all, this article is supposed to be about Adwords not Search Engine Optimisation, so let’s get back to the point and address Search Engine Optimisation (SEO) in another article – but let’s just say that by performing the last couple of ideas (Keywords in Metatags, Keywords on pages) they would most probably see no results or at worst a big drop in your placement – overuse of a keyword is considered by Google as Spamming – and that’s not good!

So back to the Adwords – Adwords still works in a similar way to Organic Google search results, only giving you more control (obviously, so they should - after all, you’re paying them for it.)

As an Adwords Advertiser you get to decide which search query your ads should match, then it’s down to Google to decide which placement order it is going to give. – Google determines placement order using an auction system – but however this auction isn’t as straight forward as everyone thinks, because it isn’t just based on money (i.e. the person who is willing to spend the most) – it is also based on other factors such as how often search users click on the ad (Click-through rate) and Bounce Rates (users that click on the link, realise it is not relevant and click back) – If click-through rates drop and bounce rates increase, then likely the ad gets removed by Google as it is obviously not relevant to the original search

It’s all down to Google’s reputation – they don’t want to be displaying sponsored ads for Viagra when you're searching for Nursery Schools – even if the sponsor is willing to spend thousands on the ad.

So your adwords campaigns have to be relevant to your websites content – and before you ask, those couple of sponsored links at the top instead of the side, how do you get there????? – Again based on relevance and click through rates.


We specialise in Search Engine Optimisation and Adwords Campaigns, if you would like to discuss how we could improve your rankings and website traffic, please - contact us.

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