What is Google Ads?
AdWords is an advertising program by Google that was launched in 2000. With AdWords, advertisers can do search engine marketing by placing small text ads on Google’s search results and referring to their website.
Meanwhile, search engine advertising is the main source of income for Google. In 2011, it was responsible for 96 percent of sales at the world’s leading search engine.
This type of marketing is inexpensive for customers compared to, for example, a print advertisement, for which five-digit amounts often have to be paid. There are no printing or shipping costs, no minimum sales and only a relatively low, one-time activation fee of five euros in Germany. In contrast to print, TV, or radio, advertisers pay for an AdWords ad with a click. This means that the customer only has to pay Google money when a user accesses the ad and is redirected to the landing page.
The reach – almost 90 percent of German Internet users use Google as their search engine – the speed and flexibility of Google make advertising through the search engine interesting for customers. In contrast to television and newspapers, the advertisement can be changed continuously and adapted to the campaign. Another positive aspect is that the ad can be displayed quickly and purposefully just by entering key words. Customers also choose the keywords for which their advertising should not be displayed. Analysis and optimization tools are provided by Google itself.
However, AdWords also has disadvantages. You only have to pay money for the ad when it is accessed, but that also requires finding it. As a result, new products are difficult to market using search engines and therefore usually require a branding campaign beforehand.
Paying per click can also cause problems. Click fraud – competing companies deliberately click on the ad to incur costs – can cause enormous damage. In order to counteract this, however, Google tries to identify and filter out the fraud with filter and monitoring techniques and a team of employees.
The system has now also found its way onto YouTube and Google Maps and can be used outside the search engine by members of the Google Display Network.