Introduction to Google Adwords | SiteMap 17

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After the series of programs we dedicated to SEO or Search Engine Optimization , today we are going to explore another way for your website to reach the top of Google and get more visits, leads and sales. We are talking about Google Adwords search network ads. This is the first of 3 programs dedicated to the topic.

1. A very popular digital tactic (for better or for worse)
Due to their many advantages, Google Adwords campaigns have become one of the most widely used digital marketing tactics by companies; unfortunately, mistakes are also very common when implementing campaigns, which result in wasted budget without achieving the desired results .

We will cover the most common mistakes and best practices for Google Adwords in a future program. However, we would like to warn you: Google Adwords does not take kindly to voluntarism. Contract the creation and management of your campaigns with specialists to avoid spending hundreds of euros with very poor results.

2. How Google Adwords ads work
If you use Google to search for , for example, “used cars”, you will notice that the first results at the top and in the sidebar appear identified as ads. In other words, those advertisers have twitter data purchased the right from Google to display ads to those who search for the expression “used cars”; when clicked, these ads redirect users to the advertiser’s website.

Unlike banners, Adwords ads are only activated when someone searches for words that have been previously chosen by advertisers and, in addition to words, can also target a specific location or language, for example.

The main characteristic of this type of advertisement is, therefore, its presentation context . They only appear to those who are already looking for a specific product or service and, therefore, users receive them with satisfaction , which increases the possibility of them being clicked and generating a conversion.

3. The importance of Quality Score (QS)
Another very important aspect of Google Adwords ads is the so-called Quality Score (QS), a metric that relates the campaign's keywords to the ad text and the content of the landing pages and is calculated every time an ad is displayed.

The Quality Score influences the position of the ad and also the price to be paid for each click – the higher the QI, the lower the cost per click . The existence of a Quality Score transforms Google Adwords into a meritocracy in which an SME can easily compete with larger companies in the positioning obtained by its ads and in the amount it is charged for each click. For these reasons, the Quality Score is, of course, yet another reason not to take Google Adwords lightly.