Google AdWords: What is it and how does it work?

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Google Adwords is a Google advertising system that allows advertisers to bid on certain keywords in order for their clickable Ads to appear in Googles search results.  Advertisers pay for this service and that is how Google generates their revenue.  With search engine advertising one is able to precisely control their advertisements.  For instance how much is spent on the advertisement, which keywords are used, and where the ad will be placed.  Adwords is fundamentally an advertising service by Google for businesses wanting to display Ads on Google and its advertising network.  The AdWords program enables businesses to set a budget for advertising and only pay when people click on the Ads.  The Ad service is largely based on keywords

google adwords

While Google is a social media giant it can be an excellent tool when applied to even the smallest of businesses. You can set a budget that works for your needs and see what is working for your business and adjust as needed.  If you are accurate about matching your ad words to your product, you are then able to find an audience that already wants and is looking for your product.

Google uses the pay per click (PPC) method as part of a well-rounded marketing campaign, with the use of the right keywords to create relevant and highly searchable Ads and landing pages.  PPC can be a great compliment to your organic search optimisation efforts. Perhaps your current clients search for your business by name, while your prospective clients are searching for things by topic or location.  Adwords help these prospective clients to find and visit your website.   The business needs to recognise keyword match types and when to use them.  This can be done via research or consulting with a Search Engine Optimization (SEO) specialist.

Keyword research is a practice used by SEO professionals to find and research actual search terms people enter into the search engines when conducting a search. SEO professionals research keywords in order to achieve better ranking in search engines.

With Google claiming about 89% of internet users, AdWords are also easy to launch, placed at the right place and at the right time.  Adwords help with targeted marketing. Today’s consumer is now highly reliant on the internet, the primary reason they click on ads is because more and more times they find these ads are highly relevant to what they are looking for.

The Adwords system is what made Google what it is today.  Google has become successful because it has been able to deliver so much value to its customers.  Google Ads provide pre-qualified leads with a very high return on advertising spend.  With smartphones, people have the ability to search for anything whenever they want and need it.  The Google Adwords platform is one of the most efficient and effective advertising options that every business should consider in their marketing toolkit.


Timo van Deventer is a SEO Expert in Johannesburg. He owns major ecommerce websites and businesses across the world in various industries. In 2016 TImo helped over 200 business rank on the first page of Google.

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