Updated: Aug 19, 2019
Google AdWords and Bing AdWords are advertising services for businesses who want to display ads on search engines and its network. This enables many businesses to set a budget for advertising and only pay when any searcher is searching for that particular product. AdWords are generally focused on Keywords.
Businesses that use AdWords can create relevant ads using keywords that people who search the Web using the search engine would use. When any user is searching and it's related to your keyword it triggers your ad to be shown, that appear under the heading "Sponsored Links" found on the right-hand side or above search results.
When you are choosing your keywords you can look for the keywords on the keyword planner which is available in Google AdWords. Different matching options are available which you can choose as per your budget.
Main keyword match options include the following:
Broad Match: This reaches the most users by showing your ad whenever your keyword is searched for.
Negative Match: This option prevents your ad from showing when a word or phrase you specify is searched for.
Phrase Match: Your ad is shown for searches that match the exact phrase.
Exact Match: Your ad is shown for searches that match the exact phrase exclusively.
Google AdWords launched in 2000, and they use to manage and run a campaign according to the monthly service basis. If we look at the trends about Google AdWords only in India, huge searches have been made.
Targeting: Your Ads will be shown according to the geography you choose, you can also choose the zip code if you know. But according to the personal experience if you are targeting only special locality then you can go for Zip Code else go for geography.
Search term and keyword: What is being searched for by the user + the keyword that you optimize the ad.
Ad copy relevance: Ads that appear for a specific search term should be relevant.
Landing page experience: Relevant landing page and load time of that particular landing page.
Conversion rate: This is again controlled by relevance, landing page quality, and experience.
Bids: If 2 advertisers have perfect ads and landing pages, the higher bid will get preference over the lower one.
Quality score: Quality score again depends on all of the other factors mentioned above. So, it’s more like a cycle than everything else. Everything is interrelated.
Special ads types:
Call-only ads: these type of ads will only show when it's searched on the mobile device. This option can be used if your landing page is pretty mobile-friendly.
Dynamic ads: These ads are suitable for those businesses whose website is well managed because the content and landing pages are taken from the website itself.
Mobile app promotion: If you have a mobile application for your website and you must have google play store developer account.
Display ads: According to your targeting criteria, Google will select the websites to place the banner ads.
Shopping ads: if you have a website like an amazon or Flipkart you can run shopping advertisement. Set up your Google Merchant Center (It is a platform that helps retailers to upload all their product listings in a specific format).
Video ads: If you have noticed on social media or YouTube video blogging is today's trend, therefore you can go for video advertisements either skippable or full video adv. These ads run on YouTube or Google Display Networks. Advantages: it’s measurable, more reach.