How Google Adwords Ads Work

Adwords is Google's advertising system. It can attract new customers and make your business known on the internet. Google adwords can also display banner ads or videos on partner sites and applications. The display of ads is determined by the targeting methods (keywords, or browsing behavior of the user, remarketing).

The advertising format at Google is the famous classic text format that made the success of this advertising model.

How to create an advertisement on Google?

The creation of an advertisement (advertising on Google), is done in 4 steps:

1. Create an account on Google Adwords, the platform for creating and managing ads for Google.

2. Create a campaign (which groups the ads)

3. Create an ad (keywords, targeting, bids, etc.)

4. Manage the status of the ad (eligible, on standby, active, etc.)

Create a google adwords account

You have to create a google account, once the account is created; you have to go to Google Adwords. Google then offers to create a Google Adwords account. During this step, it offers you to configure your first advertising campaign. Then in a next step, you need to fill out all the billing information for your Google Adwords account.

Create a campaign

The first parameters of the campaign

Before you can create and serve ads, you must create at least one campaign. To create an effective campaign, consider the following:

Know your target: to ask yourself the following questions: what is my target (audience)? What types of targets do I want to reach? What expressions do my targets use on Google to meet their needs? What types of websites do my targets visit? What is the geographic extent of my targets, etc.

By answering these questions, you will be ready to create a targeted and effective campaign. This will help you meet your business goals.

Calculate the budget optimally: once the person or persons defined, you must answer the question of the budget that you are ready to invest to reach your targets. With Google Adwords, it is possible to set an average daily budget for each campaign.

Structuring the campaign: Before creating your campaigns and ads, you must understand the structure of an Adwords account in order to adapt its activity to this structure. There are three levels:

The account is associated with an email address, a password and banking information

The campaigns have their own budget and a setting which allows to determine the locations.

A campaign consists of a set of ad groups. These therefore contain the ads and also the keywords that could trigger the broadcast of these ads.

During the creation it will be necessary to choose the name of the campaign. This name is not visible to users; it only allows structuring your account.

Comes after choosing the type of campaign (search network only, Display network only, both at the same time, the shopping network, or video type, etc.). Depending on the type chosen some parameters appear or not. So you configure your campaign to fit your needs with the relevant features. To see in detail the different types of Google Adwords campaigns, check out Google Help .

You will then have to configure the display networks of your campaigns. Networks depend on the type of campaign. Depending on the networks you have access to certain parameters (the Display network, search, youtube, etc.)

It is also possible to choose the devices on which your campaigns will be distributed (by default the devices are computers, tablets and mobiles). You have to pay special attention to the compatibility of your pages on these devices.

You will also be asked to geo-target to show your ads in the geographic areas of your choice. This can be a physical place determined by its IP address, geolocation, wifi, etc. But targeting can also be according to a place of interest. In this case, the algorithm takes into account the request of the user such as "restaurant Toulouse", or a search on Google Maps according to previous places where the user was previously, etc.

Finally, it is also possible to define a linguistic targeting. This allows to choose the language of the destination sites.

Bids and budget are set at the Google Adwords campaign level.

The bid strategy defines how you want to pay the fees generated by user interaction with your ads. Depending on the bid you choose, you pay based on clicks (CPCs), impressions (CPM), acquisitions (CPA), video views (CPV). The bid amount will be the maximum amount you have set.