AdWords is an online advertising platform, where advertisers pay for web advertising to create short ads, service offers, product listings, video content, and mobile application installs in the Google advertising network. It may also place ads on search engines like Google Search (Google Search Network) and ads on non-search websites, mobile apps and videos (Google Display Network). 

Google Advertising offers services at a price-to-pay model. Although an advanced bidding strategy can be used to automatically reach default pricing and it can be used in conjunction with a true CPA pricing model.

Features and Services

Some features and services of Google AdWord is given below:

Keyword Planner is a tool in Google Ads that provide data around search queries submitted to Google’s search engine and provides other data resources for planning Google-specific advertising campaigns. Keyword Planner, Search Network helps to create new campaigns or expand existing campaigns, keywords and ad group ideas, search volume trends, historical stats and keyword Helps trend.

  • AdWords Express

AdWords Express is a feature aimed at small businesses trying to minimize the difficulty of advertising campaigns by managing keywords and ad space automatically. AdWords Express also supports small businesses that do not have a website to direct their users to their Google Place page.

  • Google Ads Editor

Google Ad Editor allows users to make massive changes to ads and edit ads offline. Google Ad Editor is a downloadable program that comes free of charge with Google Ads. This program also allows users to view ad performance, such as a dashboard. 

  • Google Ads Manager Accounts

Google Ads Manager accounts allow users to manage multiple accounts from one login and dashboard. It is most commonly used by marketing and advertising agencies who manage a large portfolio of client accounts.

  • Reach Planner

Rich Planner is a tool that lets users reach and predict the reach of their video ads across YouTube and Google Video Partners. The tool allows users to choose their audience. The device then suggests a set of video ads that help the user reach their goals. This tool also allows users to see the results of the juice available to their ads.

  • IP Adress Exclusion

In addition to controlling ad space by target audience based on location and language, ad slots can be improved with Internet Protocol address exclusion. This feature enables advertisers to exclude specific IP address ranges if they do not want their ads to appear there. Advertisers can exclude 500 IP address limits per campaign.

  • Google Partners

Google Partners, originally known as the Google AdWords Certification Program, is the Google AdWords Partner Certification Program. To become an AdWords Certified Professional, clients must pass the Google Advertising Fundamentals exam and other AdWords exams, such as Advertising, Display Advertising, Video Advertising, Shopping Advertising, Google Analytics, and Mobile Advertising. 

The program is continuing to certify consultants to help a growing number of Google AdWords clients with AdWords campaigns. The program includes one basic exam and five advanced exams. To be eligible individually, a person must pass the program exams. AdWords eligibility varies depending on which individual pass is tested. Google Partners should continue with their best practices by engaging with ongoing professional development.

Factors of Google AdWords

There are four main factors that influence the Google AdWords campaign.

  • Your Bid

You want to pay the most you’re willing to pay for a click on your ad.

  • Keywords

The keywords you target also have a great impact on cost.

  • Quality of Your Ads

The relevance and usefulness of your ad is inconsistent with the website it links to.

  • Extensions & Other Ad Formats

The relevance of your ad extension or callout and how often they are clicked.