AdWords is Google’s paid search marketing program, the largest such program in the world and in most countries with notable exceptions such as China (Baidu) and Russia (Yandex). Introduced in 2001, AdWords was the first pay per click provider offering the concept of Quality Score, factoring search relevancy (via click-through rate) in along with bid to determine ad position.


Until 2000, Google was promoted as a totally advertising-free search engine, so we only got the results of the searches.

This changed after the appearance of Google AdWords, known today as Google Ads, a platform that is basically used to advertise through the search engine and is currently shown as Google’s main source of income.

It is a tool entirely dedicated to online advertising, which also allows the possibility of making ads that will appear as a result of Google searches, when that search is related to your business.

This is a very attractive option if you want to get a higher number of traffic on your website, increasing in this way the chances of growing sales. You will have the possibility of making numerous filters, such as advertising locally or globally depending on your needs at the time.


There are two groups of publishers where the ads appear. The first group is formed by the pages that are owned by Google: Youtube, Gmail, Google Maps, Google’s own search engine, etc.

While the second group is formed by a large group of web pages, mobile applications and video content called the network of associated advertisers. This group of associated advertisers comes from other programs belonging to Google, such as Google AdSense, DoubleClick and Ad Exchange, which provide millions of subscribers.

To take advantage of the benefits of Google AdWords, simply sign up with Google AdWords, set your budget and create the ad you want to publish.

Google’s philosophy for the platform is that advertisers obtain a positive ROI (Return of Investment) with advertising campaigns, which is why it establishes bidding strategies (payment for advertising) that are attractive to the advertiser.

In general, the campaigns work through the bidding strategy known as CPC (Cost Per Click). We can also find others such as CPM (Cost per thousand impressions) or CPA (Cost per acquisition).

In addition, Google Adwords incorporates a tool known as Quality Score, through which it rewards, with a better ranking, the advertisers who have higher quality. This way, you obtain better ad positions at a lower price than other advertisers.


AdWords offers the possibility of running campaigns with different groups of ads, targeting a specific keyword.

It is best to create a campaign for each keyword you target. Each keyword should be independent from the others. For example, if you have a bed page, you will use one campaign for single beds, and a separate campaign for double beds.

With the evolution of the platform, it is quite common to find new types of campaigns designed to obtain a specific type of objective. Let’s know the different types of campaigns:

Search Network campaigns

These types of campaigns are those directly related to the searches made by users on the Google search engine. At the time that the search is made, ads related to the keyword used are shown.

Text ads are the usual in this type of campaign. In addition, these ads could be shown not only in Google search results, but also in others such as Google Shopping or Google Maps.

Display Network campaigns

This type of campaign shows ads directly, without the need for the user to have shown interest in the product or service.

It is usual for this type of ads to use still images, although text or video ads can also be used.

Shopping Campaigns

These types of campaigns are designed to promote products from online stores. It works the same way that search campaigns, showing the ads when the user performs a related search.

It uses special ads for this type of campaign, called Shopping ads. These ads have a greater number of elements than the rest, since, in addition to the title and a short description; it shows an image, the price and the store that sells the product.

Video Campaigns

These are specific display campaigns that focus their advertising support on video ads. As in the case of display campaigns, the ads are placed to the user without him/her expressing any interest in the product.

Despite this, this type of campaign has tools that allow users to be classified according to their preferences, in order to offer them ads in the form of videos that are more in line with their needs.

As is the case of display campaigns, static image ads, text ads, and video ads are usually used.

App Campaigns

Universal App campaigns show ads both by user search and on websites that have some kind of relationship with the application.  It is designed to facilitate the direct download of the APP on the user’s device.

This type of campaign gets the ad data from the application’s tab on Google Play, from any of the four text lines provided by the user at the time the ad was created, and optionally from a YouTube video.


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