Google Adwords is a pay-per-click (PPC) advertising platform. Unlike other PPC platforms like Facebook, AdWords actually offers advertisers two basic ways to reach people: 1) through the Google Search Network and 2) through the Google Display Network.
While these approaches are functionally very different, they both use a PPC bidding system, where advertisers bid to have their ads shown to relevant audiences. The Google Search Network allows you to show your ads to users who are actively searching for the keywords that you’ve selected. If you own a landscaping business, you bid to have your ad show up every time a user types in “Landscaper in Tallahassee.”
Google AdWords is one of the services advertisers use for online promotion of their content, brand, website, etc through certain defined keywords to achieve traffic or leads. It is a form of brief advertising copy with keywords that are displayed on Google web pages and partner websites (called publishers) after matching their content with the keywords.
By matching relevant advertising content to the content on a publisher page, Adwords present an efficient way for an advertiser to increase traffic on their website without having to purchase advertising inventory on other sites. Advertisers usually pay for a click generated (cost per click), which is revenue to Adwords, which is shared with the publisher in a certain percentage. This helps not only the advertiser to pay for traffic which is real as Adwords employ a lot of methods to detect and minimise fraud clicks, but also helps publisher monetise its content which was previously less monetised or not monetised at all. Besides CPC (cost per click) advertising, Adwords offers CPM (cost per mile) advertising, site targeted advertising (exclusively for text, banner and rich media ads) and re-targeting. This type of online advertising can be targeted local, national and for international distribution. The text advertisements are generally short with 1 headline of 25 characters, 2 descriptive text lines of 35 characters each and the URL with 35 characters. The most useful feature of Google Adwords is that it enables advertisers to target the placement of their ads to any specific location, language and even IP address exclusions. The limitation to exclude IP address, or the ranges of addresses is 500. Advertisers get an option of a control panel wherein they can put keywords, domain names, topics, demographic preferences to target the sites of Google network for promotion. This is known as Site-Targeting. Another useful feature of Adwords is re-marketing wherein it allows advertisers to show the ads to the users who have already been to their site. This way the conversion rate gets high.