What is Google AdWords and how does it work?

Digital competences have acquired great relevance since the explosion of the Internet, and today many experts consider that they are key to the market, as is the case of Francisco Ruiz Antón, and unfortunately many young people lack these tools . One of the applications that has gained great acceptance in the digital world and that today is a requirement in 33.6% of the job offers in the field is the Google Adwords, ensure the data of the employment of the Higher Institute for Internet Development (ISDI) . But what is Google AdWords and how does it work?  

If you already have a well-constructed website with relevant content created, it’s time to see if it’s worthwhile to build a Google AdWords campaign. This popular program is purely dedicated to online advertising and allows you to create ads that appear in Google searches when you search for information related to your business.


The operating mode is simple. Basically the appearance of your ad in user searches depends on the keywords that are awarded to the ad. For example, if you have a car rental company, the keywords you can select for your ad can be “car rental”, so when someone searches with these or similar words, one of your ads will be activated.

Google AdWords ads appear on the Google results page , in the top, right and bottom, in shaded areas. The zones, called the Search Network, are where they are located. In addition, you can also find them in forms of images, banners, video or texts on websites associated with Google, and this area is known as the Display Network.

The program is an automatic auction where every time a user clicks on one of your ads you must pay. To start the ad, you must choose the keywords to bid on, create the ad and assign a budget. If there are multiple advertisers who bid on the same words, Google will consider 3 elements to choose the order of those ads. These 3 things are:

(1) the price that each advertiser is willing to pay for each click (bid)

(2) the quality of your ads and website

(3) Ad extensions and other ad formats


To calculate the quality level of ads and websites, Google takes into consideration several points , among which the percentage of conversion of a keyword or CTR, which basically implies the number of clicks a word receives with respect to the number of times published; the CTR of the URL that appears in the ad; the quality of the website to which the user moves when he clicks on the ad; the relevance of the text with respect to the user’s search; the performance of the ad with respect to the geographical area; the performance according to the device for which the ad campaign is aimed (smartphone, computer, tablet …).

Quality determines whether or not the ad appears in a search, the position it will appear in and the price to pay per click (CPC). This means that the higher the quality of the ad , the more times it will appear in the best positions and the lower the price to be paid in order to be well positioned.


WHAT ARE AD EXTENSIONS?With regard to ad extensions, this is a type of ad that offers additional information, which will make your ad more visible and will attract more users to click on it. However, setting them does not mean that they will make the ad appear, but Google will decide whether or not they will show according to whether it will truly improve the campaign’s performance or if the ad alone has a high enough ranking. .


The extensions do not imply a greater expense but the payment will be made only and exclusively when the user clicks on the advertisement. There are different types of extensions : application, call, qualification annotations to consumers, location, annotations of previous visits, opinion, qualification notes of the seller, links to sites, dynamics of links to sites and social notes.


Author: Sandeep Shinde