In one sentence: Google AdWords is “pay-as-you-go” advertising on the World Wide
What happens when a searcher finds your ad?
1. A surfer types a search term into Google. Example: A man wants red roses delivered
to someone in New York on Valentine's Day. He types "red roses New York Valentine's
Day". If times are hard, he may also type "cheap" or "free delivery". He may omit
the word "red".
2. Google displays hundreds of organic (free) search results and several (paid)
AdWords ads. The AdWords ads are displayed to the right of the organic search results.
The surfer can now do one of two things: Click on an AdWords ad or an organic link
to a web site.
3. If the surfer clicks on an AdWords ad, he is directed to the advertiser's
web site's “landing page”, and the advertiser pays Google for the “click” from his
What is Google AdWords?
The Google AdWords structure is a hierarchy:
Your AdWords Account can contain several Campaigns, each dedicated to a different
A Campaign can contain several Ad Groups.
An Ad Variation is a unique advertisement whose text should contain the the same
main words to which the Ad Group is dedicated. This makes the ad relevant to the
surfer’s search phrase.
Google compares the surfer’s search phrase with the Keywords in your Ad Group. The
more closely they match, the more likely it is that your most relevant ad will be
An Ad Group should be dedicated to up to four main words that a surfer may type into
the Google search engine as part of a phrase. The Ad Group can contain many phrases
(Keywords) and many Ad Variations.