AdWords - Google's advertising system

AdWords - Google advertising system

Google Ads (formerly Google AdWords) is Google's advertising system, launched on October 20, 2000, which allows the display of sponsored links in Google search results and on sites cooperating with the Google AdSense program sold under CPC and CPM models. The Google Ads name takes effect on July 24, 2018. Previously, the system was called Google AdWords. The name change was accompanied by an expansion of advertising opportunities in PPC campaigns.

The company does not exactly disclose its profit from the Google Ads service, it is only known that the total revenue from AdWords and AdSense in 2007 amounted to more than 16 billion US dollars, while all forms of advertising placed by Google accounted for 23,7% of the online market. advertising in the USA. in the fourth quarter of 2007. According to 2010 data, advertising generates 97% of Google's revenue for Google and over US$33 billion.

Currently, there are two main ways to create a Google Ads sponsored link:

  • selecting the keywords on which your Google Ads ad will appear;
  • by selecting the sites where Google ads will be displayed.

The position of a Google Ads sponsored link in sponsored link results is determined based on:

  • ad quality score;
  • maximum cost per click;
  • set by the advertiser;
  • AdWords Quality Score.

The Google Ads Quality Score is the basis for measuring the relevance and quality of ads in Google Ads. It is determined primarily on the basis of the click through rate for the keyword (the percentage of clicks to the number of impressions), as well as the dependence and adequacy of other factors.

There are several different Google Ads Quality Scores that depend on the Primary Quality Score. The most important are:

Quality score at the site level, at the level of keywords, ad text, landing page.

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