Understanding Google Adwords
AdWords, Google's online advertising program, lets you find new customers quickly and cost-effectively. 
You can choose where your ad appears, set a budget you're comfortable with, and measure the impact of your ad.
There's no minimum spending commitment. You can pause or stop anytime.

How AdWords work?

You select which keywords will trigger your ad to appear. For example, if you deliver fresh flowers, you could use "fresh flower delivery" as one keyword in your AdWords campaign. When someone searches Google using the phrase "fresh flower delivery" or a similar term, your ad might appear next to Google search results.

You choose where to advertise. Keywords can trigger your ads to appear next to search results on Google and other search sites. But keywords can also trigger your ads to show on other sites across the Internet -- Google-owned properties like YouTube as well as Google's partner sites like NYTimes.com or Families.com, for example. Google calls these placements, which are part of what we call the Display Network.

Ad Rank: How Google determines which ads appear in which positions. Now let's suppose that multiple advertisers use the same keyword to trigger their ads or want their ads to appear on the same websites. Google uses Ad Rank to determine whose ads will appear, and in what order.
Your Ad Rank is based on a combination of: 1) Your bid, which is how much you're willing to spend, 2) The quality of your ads and website, 3)Expected impact from your ad extensions and other ad formats

You decide on your bidding strategy. AdWords gives you several ways to bid for your ads, depending on what matters most to you and your business. Most advertisers focus on clicks, impressions, or conversions.

At the end of the day, you pay. Each time an AdWords ad is eligible to appear for a search, it goes through the ad auction. What you’re charged (your actual CPC) is often less than your max. CPC bid because, with the AdWords auction, the most you'll pay is what's minimally required to hold your ad position and any ad formats shown with your ad, such as sitelinks.

Why to choose Google Adwords?

If you’re thinking about using search advertising, you might be wondering why you should choose Google AdWords.
  • It’s effective: Google is the most popular search engine in the world with over a billion searches every day. More people using Google means more of your target audience will see your ads.

  • Target locally: AdWords lets you be incredibly specific when it comes to targeting your ads. You can select from countries, territories, regions and cities when placing your ad. You can choose a point on the map and specify a radius around it where your ads will appear, and even exclude certain areas within your selected locations. Growing, local businesses can make sure they’re reaching their regional audience.

  • It’s fast: You can get your AdWords campaign up and running quickly and get help from the “Sign Up Tips” page: www.google.com/adwords/signuptips

  • It’s easy: AdWords is designed for business owners; you don’t have to be a webmaster or technical genius. You can do it yourself. However, you can hire a professional to make more of your search advertising for less money.

  • It’s flexible: You can change, pause, or end your campaign at any time.

  • There’s no risk: You only pay when someone clicks on your ad and is directed on your business - no strings attached.

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