Google AdWords

The purpose of this article is to explain certain terms and tools that are used in Internet marketing to someone that is new in that kind of business. To be more specific, in this article I am going to tell you everything that you need to know about Google AdWords, Google’s advertising tool with which you can pay/buy ads which will help you to put your site high on search pages.

AdWords is Google’s Pay-Per-Click program of advertising that is a primary source of money income for a company. This ads can be seen on search pages and also on many sites that are a part of Google’s Display Network. Paid search marketing is a process of buying ads which improves the quantity and quality of Web traffic that is sent towards a page or a site. Search page mostly contains a combination of searched and paid results. Paid searched results are usually marked, so that users can differentiate them from the organic ones. 

SEM (Searched Engine Marketing) is representing a form of Internet Marketing that is striving to promote Web sites by enhancing their visibility on Search pages.

On Search pages, marketing is a term that covers two domains:

1. Improvement of Web traffic that is sent to a site with optimisation Website for search pages

2. Improvement of Web traffic using paid advertising on search pages

You don’t have to wait for months or years for your site to reach a high position on search pages. With paid advertising on search pages you will get good results instantly.


These ads are usually shown at the top of SERP-s or on the sidebar and they seem to look like organic results. Google is currently marking them with yellow mark “Ads”.

Also, what is important to mention is that Google is not the only Search Engine that sells these ads. Yahoo and Bing also have their Ad Network that is called Yahoo Bing Network. In this article we are going to stick with GoogleAdWords.


You need to take keywords which users/searchers will use in their search on Google and make an ad that is going to be shown on pages with SERPs based on these keywords.

But, you are probably not the only one that wants to get to the users that are using that specific keywords. 

If you want your Ad to be shown you need to give a better bid, since this is a Pay-Per-Click model, you need to pay every time someone has clicked on your Ad.

The bigger the offer (if you are ready to give a bigger price than your competitors), the bigger the possibility for your Ad to show in search results.

What is also important to say is that trough the process of deciding, Google does not only take to consideration the highest bid but also something that is called “Quality Score”.


This is also an important concept that you need to understand. Every Keyword in Google AdWords has Quality Score. People from Google check how relevant and useful your Ad is for a user and his research terms. They also take to consideration something that is called Click-Through rate (CTR), which means how many clicks did your Ad get earlier and is your Index page relevant.

However, relevance is very important. Relevant Ad is considered to be the one that is closely related to terms that users are searching and will most likely produce a high conversion rate. That kind of Ad will get a high Quality score rate. Keywords that have a high Quality score rate enable a lower price of CPC by generating relevant leads which makes bigger income (ROI).

To conclude, the bigger the Quality score, the better. Even if you max bid is smaller than your rivals bid, it’s possible that your Ad is higher then theirs on SERP because of better Quality score.


If you are using AdWords, you are paying to Google when someone clicks on your Ad. The price that you are willing to pay is called Cost-Per-Click (CPC). CPC is representing the amount of money that is paid for a click on site, while PPC system of advertising where the one that is advertising himself is setting the price that is willing to pay for a click on the Ad.

When using CPC model, you are paying for each users click on you Ad, while using CPM (Cost-Per-Mille) model you are paying every 1.000 impressions of your Ad. In this model, user does not have to click on your ad, it’s about your Ad being showed to the user.

Also, in CPC model you have the posibility to choose if you want to regulate amount of money manually or automatically. When using manual regulation you choose the amount of money that you are willing to pay per click on your Ad, while when using automatic regulation, Google sets an amount based on your budget and generates the biggest amount of clicks based on that budget. 

Also, CPC and CPM models of advertising are allowing you to define the max amount of bid in Google AdWords.

The amount of time that is necessary for Google AdWords to review every relevant offer of advertiser for a certain term of search, and make the decision whether to auction it or not, keeping the auction, analising which offer has the best money offer and quality score to finally releasing that ad on a page with search results, is the time that is needed for a user to type a term for search and gets the results, which is about 0,26 seconds.

AdWords functions so good that even 40% of Internet users are not aware that Google Ads are in effect Ads. It’s very common for users to ignore organic results of search that are shown under AdWords Ads, most likely because of their quality.


 Search Engine Optimisation (SEO) is a process of improvement quantity and  quality of Web traffic towards the site or a page which is coming from browser as a result of natural (organic) search.

SEO includes every methods, tactics and processes with which the possibility of  showing and ranking your site in organic (not paid) results of search can increase.


In this article I placed every information that you need to know before using Google AdWords. I hope that this article was useful and understandable for you!