How Google Ads (formerly Google Adwords) Works

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Google Ads works entirely based on keywords , that is, the keywords clicked by users during a Google search , with the aim of displaying results of interest to them.

This process is therefore jordan cell phone number list the basis of sponsorship on Google Ads, which offers you the possibility of directing yourself towards your target audience by identifying a series of keywords that identify your business (or, in general, what you sell), at the price of a certain amount for each of them.

We are therefore talking about a real "auction" in which the winner is not the customer who offers the most, but rather the one who, in addition to paying, is able to focus on the right keywords : those that are not too requested and, at the same time, capable of correctly identifying the reference activity , guaranteeing users the best possible response.

The search engine, in fact, not only takes into account the “cost per click” of each keyword, but also its quality score : a metric that analyses the relevance of the keywords with respect to the ads and the experience lived by the user once they reach the landing page, also taking into account the expected click-through rate.

Google's goal is to attract as many users as possible to its search engine . This is why the ads that are displayed are those considered to be the best and most relevant . So, if we wanted to summarize the relationship between keywords and "cost per click" , we could say that you have two different options:

focus on particularly contested keywords and, as such, already exploited by your competitors;
opt for more specific keywords based on searches performed by users.
If you opt for the first solution, you will necessarily have to spend a much higher amount , in an attempt to win the Google “auction”. If you decide to dare with the second, however, not only will you spend less , but you will be able to create a more performing campaign .

In addition to this, keep in mind that Google Ads also provides you with another important tool, called retargeting or remarketing . Thanks to this strategic “extra”, in fact, you will have the possibility of immediately tracking the user who does not convert , re-proposing your ads to them at a later time in the hope that they complete the purchase. This last function is particularly useful if you are the owner of an e-commerce .