Google AdWords is the Google advertising platform and consists of the AdWords Search Network and the AdWords Display Network. These two together make up the Google Advertising Network which makes advertising in Google search results and in the search results of partner websites possible. In total there are over 2,000,000 partner websites in the Google advertising network.
What is Google AdWords?
What is the Google Advertising Network?
The Google Search Network offers the opportunity to advertise next to the Google search results and alongside search results of partner websites with their own search engine. The Display Network offers the opportunity to advertise on partner websites that make ad slots available to AdWords users. Together they form the Google Advertising Network. The term display advertising is mainly used because the network was mainly created for advertising with banners, videos and other rich media advertising but text ads are also available.
How does the AdWords auction work?
AdWords is an auction system that determines which ads are shown where and in what order. The premise is that the most top position is the most valuable in an ordered list of x ads, then the second and so on. There are a limited number of positions or slots per display opportunity and only the first X most suitable bids will actually appear. Here the pharase “most suitable bids” is not a coincidence because the order in which the ads are displayed (ranking) basically depends on two factors: the bid amount and the quality of the advert (Quality Score).
The Quality Score is determined by how well the text of an ad matches with the search query or how well the content, targeted keywords and ads match with the placement for which a display opportunity arises. The Quality Score is a presumptuous factor on the final price of the winning bids and because of this it’s not always the highest bid that wins. Google gives advertisers that offer higher quality content a discount on the final price in order to satisfy the end customer.
Does AdWords drive up the price automatically with their auction system?
No. Bids compete for the first position and the highest bid wins. This calculation is performed each time an ad is eligible to be displayed. The auction winner does not paid the amount of it’s own bid but pays the amount equal to the second highest bid. In example:
A company offering € 1.50 for a click and company B offers € 1.51: in this case, B in the first position (winner) and B paid € 1.50 for this view what is equal to bid A which in turn is the highest bid after bid B. Here we assume that the bids C … Z are lower, and C higher than D etc.
NB. In the explanation above the Quality Score has been disregarded for easier comprehension.
What is the AdWords Quality Score?
Is the score that AdWords awards an ad when eligible to be shown in the search or display network. Google uses the following definition:
Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions.
Quality Score is of direct impact on the cost per click and ad position in the AdWords auction system.
The more relevant your ads and landing pages are to the user, the more likely it is that you’ll see higher Quality Scores.
source: https://support.google.com/adwords/answer/140351 downloaded on 28-12-2016
Will advertising via AdWords effect my rankings in organic search?
No. Organic search results can not be influenced via AdWords or by paying for this in any way. Organic results are influenced by optimisation for search engines and user experience and not by advertising campaigns.
What is AdWords optimisation?
AdWords optimisation is making changes to AdWords campaigns and content related to it with the goal of make the campaign perform better by: aligning keywords with the ads, tweaking the proposition, timing and channels and the use of ad extensions.
What is search engine optimisation?
Lookup AdWords customer-id / connect with a MCC Account?
Your customer ID, you can find by logging in to AdWords after which the customer ID becomes visible at the top right of the page, next to the cog wheel icon. Omni Leads uses a MCC AdWords account to manage AdWords accounts of its customers. To gain access to another account with a MCC account the MCC account must first sent a request to the account it want’s to manage and uses the customer ID for this.
What are AdWords keyword modifiers aka AdWords search types for keywords?
Keyword modifiers are the parameters on which keywords can potentially match a search query.