Google AdWords – Advertising and Marketing with Relevance

Google AdWords, also known as Google Ads, is Google’s advertising system in which advertisers can display ads on Google and its advertising network. Advertisers bid on certain keywords to get their ads to appear on Google’s search results. Every time a user clicks on their ad, Google gets payment from the company. This is how Google charges for the service.

Businesses that use Google Ads can create ads using keywords that are used by people searching the web. Whenever those keywords are used in a search engine, the business’s ad appears at the top before the search results under sponsored ads.

Google AdWords offers advertisers two ways to reach people:

GSN- Google Search Network

GDN- Google Display Network

Both approaches use the PPC (pay per click) system, where advertisers must bid on keywords to be shown in searches. Google Search Network displays your ads on the top of the page before the search results. For example, if someone is searching for used laptops, their search results would include relevant ads for laptops. This is a great way to attract customers, especially if the keywords being used are relevant to your business.

Google Display Network

GDN shows your ads on websites that your target audience is likely to visit. These have a lesser success rate than display ads as their relevance to the audience is not guaranteed. But its advantage is the visibility it offers to customers who are not sure what they want but may click on such ads before making final decisions.

Google AdWords can be expensive and highly competitive. For an ad campaign to be fully worth the investment, it must be designed and targeted to offer maximum optimization from the keywords being used. The focus of the ads should be targeting and attracting the right audience for your advertisement. Useless clicks from customers who are not interested in your product will make your cost skyrocket, increasing your budget cost and losing your competitive edge from effective advertising.

Specific and relevant keywords are input into AdWords to control how Google searches will trigger your ads. If your keywords are too search competitive, the cost of useless clicks will be too expensive.

Keyword match types help control how Google searches will trigger your ads. There are four types of match types:

Keyword Match Types

Broad Match Type (BM)
Broad match types are used to reach the widest audience and will stay as the default match type unless otherwise specified. For example, a broad match on ‘comfortable shoes’ would come up with ads with the word comfortable or shoe in them separately too, popping out irrelevant searches. Searches that do not have both the words in them but are related to the words like flat shoes or durable shoes could also come up.

BM has a very extensive reach, but can be expensive if they generate traffic that is not relevant to your ad.

Modified Broad Match (MBM)
MBM is the middle ground between BM and other match types which are more restrictive. It allows you to reach a wider audience like BM, but with better control, as you can lock individual words in key phrases by using (+) in front of them. This way Google knows which searches to include your ad in. For example, you can add +must have a comfortable heel in it.

Exact Match (EM)
The exact match keyword option allows your ad to be shown only when searchers look for your exact keyword or a keyword which is a close match. If my ad says ‘custom made watches’, then it would only show when that exact or similar phrase is entered.

Phrase Match (PM)
Phrase match type ensures that your ad will only appear in searches where the searcher has entered the phrase in the exact same order as your ad. The order of the keywords or phrases would remain the same but there could be words added before or after it. For example, if the keyword phrase is ‘custom made watches’ it would come up in searches like ‘custom made watches online’ or custom-made watches for sale or repair’. The order of the phrase would remain the same, which allows for better control.

Ad Auction

Advertisers bid on certain keywords to use the Google AdWords advertising service. Advertisers choose the words they want to advertise on, feed in their ad text, and put a bid on the amount they will pay for each click. These keywords mainly determine the ads that will show on google search results.

Google calculates the rank of the ad based on the bid amount and quality of the ad and other factors like relevance, CTR rate, and landing page experience.

Ad Rank

Ad Rank is the position that the ad has on a paid search results page. Position refers to the rank of the ad in relevance to the other ads of the same category. If the ad shows up at the third number in the ads being shown after the search results, its rank is 3. Ad rank can be calculated through the following formula:

Ad Rank=CPC Bid x Quality Score

It will determine your ad position in search engine results. The factors determining the ad rank are:

Bidding amount for keywords. Keyword bids are determined by the relevance and competition – the higher the competition rate, the higher the bid for the keyword.
Ad quality, which is determined by the Quality score
Context, which includes the device being used, time of visit, type, terms, etc.

Ad Position

Ad position simply refers to the position or place your ad appears with other ads of the same category. Where the ad appears on the search engine results page is can have a great impact on the results of a business campaign. An ad position is determined by the Quality Score of the ad. Quality Score is an indication of the quality of your ad which is determined by Google. Even though nobody knows the exact metric Google uses to calculate Quality score, the following factors greatly affect the Quality Score:

Keywords click-through rate
Account history
Landing page experience
History of the click-through rate (CTR) of the ad
Google AdWords Account Structure
Account structure in Google AdWords simply means the organization of your Google AdWords account. Each business has a different structure because of its size and industry. An account is usually organized according to its campaigns, keywords, groups, ads, and strategies to improve CTR.

There are three different levels of structuring your AdWords account:

Setting up the Google AdWords account and inputting basic information like email, password, and business name. You should also put in the websites that you are targeting and campaign objectives.
Structuring your Campaigns- Campaign details with objectives, budgets, locations, bidding options, and more.
Structuring your ad groups-This includes the number of ad groups under each campaign
With a well-structured account, it is easier to:

Maintain and optimize the account
Determine ad positions in terms of traffic
Monitor changes
Control budgets and costs
Manage campaigns and their goals
Structuring your Google AdWords account allows you to control when and where the ads can appear. It will also allow you to monitor the searches which make your ad appear. This way you can optimize your ad to make it appear in relevant searches and cur down advertising click cost.

The different elements in an AdWords account are:


Campaigns in your account refer to the different goals and objectives of the ads that you have on Google AdWords account. Organizing the account structure into an optimized format will allow for smooth management of ad objectives and goals. Different campaigns can all be grouped through separate themes to make keyword searching for each theme more relevant.

There should be multiple campaigns under different ads. Each campaign has different ads with different keywords that direct them to the landing pages. For example, if a person is running a cleaning service, each of the services can have a different campaign with separate ad groups. Organized campaign structure allows for better control over the AdWords account regarding daily budgets and requirements of the ads. It also gives a clear picture of what is effective and what needs to be changed.

Ad Groups

Ad Groups allow you to set keywords under different ads. The more specific the keywords are to the different ad groups, the better the result. Too many keywords in one ad group can affect the quality scores and increase your budget.

Clear segmentation of the different ads also makes the removal and addition of ads simpler.


Keywords are particularly important in triggering your ads. Specific and relevant keywords offer the best chances of success. This is where the different keyword match types come in. keywords should be grouped under the relevant ad groups and campaigns to achieve targets and stay within the budget.

Negative Keywords

Negative keywords show Google which searches your ad is not relevant to. For example, if a company is selling medical services, it does not need to show up for each search which includes medical like medical shops or medical supplies.

Negative keywords decrease the cost that is incurred through CTR which is not relevant and allows Google to lead the target audience to your ads, filtering out the non-relevant ones.

To take full advantage of your Google AdWords account to optimize and improve your ads and develop a successful advertising strategy, having an organized and well-structured account is essential. As the account structure is not permanent and evolves along with your ads, a structured format of the account will help you keep up with all the different elements of your ads.



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