Basic Principles of Google Adwords

Google AdWords is Google’s own advertising service which allows you to place search results for your website on a search engine results page (SERP) by paying for them.

There’s no need to wait for your new site to work its way organically up the rankings. By using paid search you can see immediate results

Paid search

Paid search is the term we use for advertising within the listings of a search engine. These normally appear at the top or to the side of a SERP and increasingly look more like organic results. Currently Google places a small ‘Ad’ label next to them

Basic principles

As a marketer, you need to thoroughly research the keywords that a prospective buyer might use on Google, then create an advert that will appear on the SERP based on those keywords. Rival companies can bid for the same search term, often causing the top of a search engine results page to look like messy, cluttered and repetitive.

You also have to have to bid against other marketers on how much you’re willing to pay Google AdWords every time a searcher clicks on your advert. Obviously the more you pay, the more likely your ad will appear in the search results.

However, it’s not just the highest bid that is taken into account. Google also uses something called a ‘quality score’.

Quality score

Google looks at how useful and relevant your ad is to the searcher and the search terms they’ve used. It also looks at how many clicks your ad has received previously, also known as its click-through rate (CTR) and how relevant your landing page is.

For instance if the searcher types ‘Adidas Originals’ and your advert appears saying “buy Adidas Originals here”, once the ad is clicked this needs to lead the searcher directly to a page featuring Adidas Original trainers. If it just goes to your generic homepage, it’s not good enough. The higher your quality score, the better.


You pay Google AdWords each time your ad is clicked. The price you’re willing to pay for each click is called cost-per-click (CPC), you can pick a maximum bid amount, and, theoretically Google will bring you the most clicks possible within that budget.

Search Engine Optimisation (SEO)

Search engine optimisation (SEO): all the methods, tactics and processes by which you can increase the likelihood of your website appearing, and possibly ranking highly in the organic (non-paid for) search engine results. If you have a cracking Search engine optimisation tactics and methods that are increasing your ranking in the organic search engine results, then you may not even need to do paid search. However many marketers will recommend that both are vital to search marketing and complement each other effectively.