Google AdWords and It’s Key Factor

Google AdWords and It’s Key Factor

Have you ever wondered why brands and companies always choose SEM and PPC to manifest their competence and place high in the ranking? Well, in the beginning, definitely I had!! Not only those but also PPC, CPC, CPA and like were added puzzlements.

Now let us plunge into the world of “GOOGLE ADWORDS” and drive away the doubts… Get your mind set and here we go…

What is Google AdWords

Google AdWords is quite simple and an effective way to gain profit; few businesses have seen a huge accomplishment with it. You might ask why in particular “GOOGLE!!” while there are numbers of search engines?? Google has been there for two decades; it is used by people around the world. Nearly millions of queries arise every single day. Thousands of companies use Google to promote their businesses around the world (and, your competitor might be one of them!!!).

How Google AdWords Work

Google likes to rank “big brand” in their organic search, it is going to be a huge task unless you are one of their famous big brands. But hither in Google AdWords, it is easy to outrank those brands.

If you’re thinking to advertise your brand by paying out to reach your targeted audience then you have to do it right. On a spend of 3$ google gets 1$ via online advertising..

Google Ads Campaigns can be categorized into:

  • Search Campaign Network
  • Display Campaign Network
  • Video Campaign Network
  • App Campaign Network
  • Shopping Campaign Network

Search Campaign Network:

Search ads where Google allows the advertiser to showcase his ads on its SERP as well as the partner sites.

Display Campaign Network:

  Display ads are banner ads. Advertiser places his ads on other websites, apps and social media to gain attention of the people. The idea of display ads is to elaborate on the brand to the site visitors.

Video Campaign Network:

Video ads are showed before, after or in between YouTube videos. The ads played in between are called as the In-Stream videos. The proper use of keywords can grab people’s recognition.

Shopping ads are similar to search ads, displayed on Google SERP. It includes the entire detail of the product including product description and images with price.

Quality Score, CTR and AD Rank

  • Quality score is an important key element in ranking with Google AdWords and is evaluated by Ad Relevancy + Keyword Relevancy + Landing Page.
  • The Rank decides upon which placement ad has to appear. The determining factor is Maximum Bid Vs Quality Score.
  • CTR can be a game changer as it leads the low-bidding ads to rank high. Higher Click Through Rate determines that your keywords relevancy and Ad are better than others. To calculate CTR the ratio of number of clicks and number of impressions has to be assessed.

How to track quality score:

Too often keep tracking your quality score is important to know whether your ad is performing or not. You can check your quality score by running keyword performance report.

  • Sign into your Google Ads account
  • Go to Relevancy campaign and Ad group
  • Select Keyword tab
  • Click the status column next to keyword

There you can see Keyword Analysis field. The second section of this field specifies the keyword’s Quality Score.

Landing Page:

You pour in money to jam your page, meaning you pay Google to make people visit your site or page. If your landing page is tough to navigate or seems sketchy in anyway, people bounce. Landing page has high chance to convert your visitor to your customer. After spending huge sum on ads, it really annoys people to look into gloomy landing page.

Here are some tips to construct a rocking Landing page:

  • Maintain your page with minimal design. Don’t overdo.
  • Create more powerful headlines.
  • Do cheerful copywriting. Convey the message brief and enlightening.
  • Don’t use clutter graphics, image and complex word. Make it as simple as possible.


Keyword research is important for paid as well as organic search. The strength of the Keyword is understanding the target audience and how they search. Before analyzing the keyword for the content, you need to understand about what people are searching for and what information do they require (Search Intent).

  • Broad match:  Example ‘Black Shirt’                                                          Search Result – Black half-sleeved printed t-shirt for men and women.
  • Broad match modifier- Include symbol (+) Example- +Black +Shirt  Search Result  Long sleeved black shirt for men
  • Phrase match- Include symbol (“ ”)  Example – “Black” “Shirt”           Search Result  Black Shirt for men
  • Exact match- Include symbol []  Example- [Black] [Shirt]                     Search Result Black Shirt

Ad Extension:

“Why should we use Ad extension?”- Ad Extension gives user an extra information to interrelate with your Ads. These little add-up information increase your CTR percentage. Most of the extensions fall under these headings.

  • Sitelink Extension: These extensions help you to reach your destination page without moving out for other relevant pages.
  • Callout Extension: People befog between callout and sitelink; the only difference is that the former can’t be clicked. It specifies the standout attribute of your product and service.
  • Call Extension: This extension focuses on the mobile audience; it provides the user an additional way to reach you out. If your business relies on customer service then it’s a remarkable way to generate leads.
  • Location Extension: This allows you to exhibit your business address, contact details and map of your location. It is a great extension for small businesses.
  • Price Extension: This extension adds on more advantages to the search network. It displays your product, price and service to users getting them connected directly to what they like in your website.

Key Factors Google AdWords:

What is PPC?

PPC – Pay Per Click campaign, where advertisers pay certain amount each time as and when one of their ads is clicked. This helps your website to be visible high in search engine result page (SERP) when people type relevant keyword of your service or product.


Google Ads runs on bidding; through an advanced bidding method you can inform google about the amount you are willing to pay for a click or conversion. The higher you bid the greater you rank.

  • CPC (Cost-Per-Click) bidding is the actual price paid for each click in your pay-per-click (PPC) marketing campaigns.
  • CPA(Cost-Per-Action) bidding is another variation of CPC, where you pay Cost Per Action (or conversion) instead.
  • CPM (Cost-Per-Mille) bidding applies only to the Display Network and remarketing campaign. Here you pay a fee for one thousand impressions. CPM helps to increase brand awareness rather than leads or conversions.

Click Through Rate:

CTR is a metric estimated as shows the ratio of people who view your site and end-up clicking it. CTR scales on how effective your ads are performing. High rate of CTR indicates that your ads are informative and helpful to users.

How to estimate CTR:

CTR is calculated as the number of clicks divided by total number of impressions. For instance, if you have 50 clicks out of 1000 impressions then your CTR would be 5.00%.


According to Oxford “Conversion” is “the process of changing from one form to another”. Conversion in marketing is an action taken by people to complete the essential campaign goal. Depending upon the service, meaning of conversion changes can be – filling up a form, E-mail Signups, Subscription, Phone calls or making a purchase.

How Conversion Rate is calculated: The number of visitors who complete the goal Vs the number of people visited. The high conversion rate shows that your site performed well than your competitors’ site.

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