About Google AdWords:

Google AdWords is an Online Advertising Platform for Business to Display their Ads online at anytime, anywhere. This platform helps business to create an effective budget set campaign and pay only when users click on the ads. Google AdWords Service mainly focuses on Keywords. That is, Businesses create relevant ads using keywords that people search in Google Search Engine. The Keywords when searched for, triggers your ad in front of users.


Google Adwords


The Above image shows the Google AdWords Interface where you can create a Campaign and Mange. By Clicking New Campaign Button, you create a campaign based on your business goal.


Where these Google Ads Appear?

Based on your chosen campaign, Google AdWords appears on the web. There are many Google AdWords Campaign Types. You can choose based on your Business Goal.

Google AdWords Campaign type Includes

1. Google Search Network
2. Google Display Network
3. Google Search and Display Network
4. Video Ads
5. Shopping Ads
6. Universal App


Google Adwords Campaign Type


Where These AdWords Appear for Each Campaign Type?

  • Google Search Ads appears at the top and Bottom of the Google Search Results.
  • Google Display Ads appears on the Google partner sites or business chosen sites
  • Google Search and Display Network appear on both search engine results and Google partner sites.
  • Videos Ads appears before the streaming YouTube Videos or on the Main Page of Your Tube
  • Shopping Ads appears in the Google Shopping, Google Search Engine (next to search results & unrelated with from text ads) and Google Search Partner Websites
  • Universal app ads appear in the Google search, Google Play and Google Search partner websites

Let’s dip in deep to understand the campaigns better. Before, digging in detail, one must know how an AdWords works

Appearance of Ads

How Google AdWords Works?

It all begins with a query! When users search for their need on Google, Google looks into every Advertiser’s account and find whether there is an auction. If Google finds some advertisers bidding on a keyword that is relevant to a search query, an auction is triggered.

How Google Determine Which Ad to be Appear First?

Once advertisers entered into an auction, Google deems two key factors to determine the ad rank that includes:

  1. Maximum Bid
  2. Quality Score

Ad Rank = CPC (Max bid advertisers specify for a keyword) * Quality Score (A Metric to determine how useful an ad to the potential users)

How much Advertisers Pay?

Your Price = Ad rank of the person below / Quality Score + $0.01

A bid is calculated as Shown Below!

Bid calculation

This is how the Google AdWords Works.

While all these campaign types has 5 campaign goals. Let’s dip into:

  1. Sales
  2. Leads
  3. Website Traffic
  4. Product & brand Consideration
  5. Brand Awareness and Reach


Goal Type


1. Sales

When an advertiser needs to drive sales/conversions online in an app, phone, desktop or in store then engage with contacted customers using sales as a business goal.

2. Leads

When an advertiser needs to service any products or provide a course by signing up and trying to provide service contact information to the relevant customers use Leads as a Campaign goal.

3. Website Traffic

When advertisers need to drive more potential customers to the Website use Website traffic as a campaign goal.

4. Product & Brand Consideration

When an advertiser needs to show offers to the potential customers and educate people on how they differ from others, use Product & Brand Consideration as Campaign Goal

5. Brand Awareness and Reach

When an advertiser is in need of branding use brand reach as a Campaign Goal.

Detailed View on Campaign Types


• Google Search Network

Google Search Network Advertising is where advertisers place their Products or Service as text ads on the Search Engine Results. When people search for something, Google displays text ads in the search results at the top and bottom of the first page. Advertisers Pay Google for only when the users click on the Ad.

Campaign Goals for Search Network Includes

  • Sales
  • Leads
  • Website Traffic

Advertisers who prefer Search Network for advertising can only use these 3 as a campaign goal.

Google Search Result


• Google Display Network

Display Network Advertising is where Businesses place Display ads(Creative banner ads) on Huge Google Partner Sites across the web. People while browsing on the web can view the Ads appear at the side, bottom or while scrolling. For Each Click, Advertisers has to pay. Sometimes, advertisers pay for Impressions as well, based on the bidding strategy chosen.

Campaign Goals For Display Network Includes

  • Sales
  • Leads
  • Website Traffic
  • Product & brand Consideration
  • Brand Awareness and Reach


Google Display Network


• Google Display and Search Network

While Google Display and Search Network as a chosen Campaign Type, Google displays ads on both Search engine results and Google partner sites.


• Video Ads

Video Ads is where businesses can create compelling video campaigns with a range of video formats that Google Suggest. Video Ads created to engage many different customers through attractive videos on YouTube and across video partner sites.

Campaign Goal for Video Ads

  • Leads
  • Website traffic
  • Product or Brand Consideration
  • Brand Awareness and Reach

Video Ads


• Shopping Ads

If Businesses need to showcase specific new products to the customers, they must use Shopping campaign to achieve their goal. These Shopping Ads are available only in Australia, Canada, Germany, France, Hong Kong, Ireland, India, Indonesia, Malaysia, New Zealand, the Philippines, Singapore, South Africa, Taiwan, United Arab Emirates, the UK, and the US.

Shopping Ads


Shopping Campaign Goal Includes

  • Sales
  • Leads
  • Website Traffic


• Universal Ads

Universal ads campaign helps business to promote their app across the Web. Below screenshot shows the campaign Goal for Universal App. Advertisers when clicking on the Universal app, it shows 2 option

  • Android
  • IOS

Universal Ads


The above is the basic understanding about Google AdWords that every Advertiser must know before starting a new campaign. Once you know what is Google AdWords, How it works and their campaign types, then as an Advertiser can plan your campaign based on business goals to reach more potential customers.

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