What Is Google AdWords?
Google AdWords is the online advertising platform owned and operated by Google. AdWords is also the largest and most widely used online advertising network in the world, and millions of businesses advertise online using AdWords to reach new customers and grow their business.
Advertisers who choose to use Google AdWords can target users across two main networks – the search network, and the Display network. The search network refers to pay-per-click advertising, in which advertisers bid on keywords that are relevant to their business and have a chance to display their advertisements to users who enter those keywords into Google as part of a search query. Pay-per-click advertising is also known as paid search.
The Display network offers advertisers the option of placing visual banner-style advertisements on websites that are part of the Display network. The Google Display Network reaches approximately 90% of global internet users, a vast potential audience.
Although both search and display advertising campaigns are managed via Google AdWords, the term “AdWords” is typically used to refer to the search network. Digital marketers usually refer to the Display network by its own name.
How to Use Google AdWords: Account Setup
Before you can start advertising on Google AdWords, you’ll need to set up an AdWords account. Setting up a new AdWords account is easy, and takes just a few minutes.
You have the option of creating your account using an existing Google account, or you can create a new account specifically for use with Google AdWords. Then, you’ll specify some basics for your account, such as your location and time zone. Finally, you’ll set up billing details, so Google can accurately bill you every month.
How to Use Google AdWords: Account Structure
Once you’ve set up your AdWords account with Google, it’s time to think about how to structure the AdWords account itself. A logical account structure can have a dramatic impact on several crucial PPC metrics, such as Quality Score. Ensuring your AdWords account is structured properly has many benefits, including:
- More relevant traffic and clicks
- Higher Quality Scores (and thus, lower cost-per-clicks)
- Making your account easier to optimize and maintain
If you’re only planning to run a single campaign, your AdWords account structure will likely be quite simple. However, if you intend to run multiple campaigns simultaneously, or plan to do so in the future, it pays to consider optimal account structure from the outset.
The ideal AdWords account is structured into individual campaigns, each of which will have its own ad groups. In turn, each ad group will have its own keywords, unique ad text, and landing pages.
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