How Search Ads Find Customers

Making Google Adwords Work for Your Business

Anyone that has used Google to search for a new pair of running shoes, concert tickets or new motorcycle tires has seen Google AdWords. These are the simple, text ads that appear on the right side or top of the search page. AdWords is Google's online advertising program and your business can use it as part of your overall marketing strategy.

How does your ad appear?

Each time a user types a word or phrase, called a query, into the search engine, relevant results are displayed - this also includes related ads. On Google, although both search results and ads appear in response to a query, they are independent of each other. This makes it possible for an advertiser to have an effective online presence by using search ads even if their site isn't listed in the top search results.

AdWords Fundamental Phrases

To understand how AdWords works, there are some key phrases to understand. The main ones are: keywords, Ad Rank, bids and Quality Score.


Keywords are words or phrases chosen by the advertiser to trigger their ad. For example, if you are a bakery, one of your keyword phrases may be “fresh chocolate donuts”. When someone searches Google using the phrase "fresh chocolate donuts" your ad may appear next to the search results. 


You will not be the only business using AdWords so Google needs to determine which ads will appear. This is done automatically by Ad Rank. Ad Rank is based on your bid (how much you're willing to spend to have your ad appear) and your Quality Score. Quality Score is the measurement of the quality of your keywords, ads, landing page (where the user goes once they click on your ad) and a few other factors. 

Your Budget

To launch your AdWords campaign, there's no minimum amount that you have to spend. You set the maximum amount you're willing to spend each day. You can monitor the results and if your ads are not appearing as often as you wish, you can increase your budget. You pay each time someone clicks on your ad - that can be 50 cents or $5.00 (depending on several key components but mainly your Quality Score and budget).

Benefits of AdWords

Key benefits of AdWords are the ability to target ads to users based on their interests, location, language, and demographics. It also provides increased online visibility, budget flexibility and accountability, and options to help track results.  

If your business has a desire to get noticed online and can generate sales directly from your website, Google AdWords can be an asset to your bottom line. Contact IdeaBank today and we can help plan your next AdWords campaign.

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