Google AdWords, how does it work?

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Google AdWords.
Pay per click online advertising.
Google AdWords , better known as "Google ads", is a system that offers users the opportunity to appear at the top of search results for certain keywords.

google adwords

Google is the most used search engine in Spain, nearly 90% of users use it every day, so it is a fast and effective way to reach our users. However, how does Google AdWords work ?

Google AdWords is a CPC (cost per click) bidding system where advertisers who have created their ads for certain keywords enter into an auction.


The auction system is set in motion every time a user performs a search, so the cost per click for a keyword cannot be guaranteed with any certainty. The CPC varies depending on the keywords and their search demand, so, for lebanon phone numbers example, in the case of the keyword “Valentine's Day flowers”, it is clear that it will be in higher demand on February 14, so its cost will be higher.

Google's business is to offer users the best quality content and the greatest relevance of the ad it displays to the search they perform, so what elements does Google AdWords use to choose my ad over my competitor's?

The position of the ad in the results ranking will not only depend on the maximum cost per click that I am willing to pay for a keyword, but will also depend on a key and defining element for positioning my ad: the quality level.

Quality score is a concept that combines the relevance of both the keywords and the landing page of my ad. The more relevant my content and keywords are, both inside and outside the ad, the greater my chances of appearing in the top positions.

Google teaches us that paying more for a keyword does not guarantee us being in the first position, since the quality level comes into play and is a fundamental element to avoid fraud within its business model. Let's look at an example:

In the following table we can see that advertiser D, whose maximum CPC is €1.20, does not appear in the first position, as its quality level is poor. However, advertiser B, who is the one who bids the least for each click, has an excellent quality level, so appears in the first position.

example table ranking google adwords

What does this tell us?
On the one hand, paying more is not enough to appear first, and on the other, the content and relevance of the ad are key elements for our budget to be 100% optimized. This requires an exhaustive study of keywords, detailed monitoring and sufficient time to observe the behavior of our users. Although Google AdWords is an immediate SEM technique, it requires a period of analysis and adaptation to optimize the campaign.

At BrandMedia we have Google AdWords certified specialists who will help you launch Google advertising campaigns with comprehensive monitoring and personalized advice. Contact us now and you will receive a €75* discount coupon on your first Google AdWords campaign.