Google AdWords Keywords are the words Internet advertisers use to draw in prospective customers, the words they have researched and identified as being the best to trigger their ads and therefore giving them the maximum amount they will Pay Per Click (PPC).
When ever any internet user goes looking for something on the World Wide Web using Google's search engine after entering their search criteria and clicking the search button, a list of relevant words will be shown, usually on the right-hand side of the screen, occasionally above the main search results these are known as "sponsored links".
The order in which these paid-for listings appears is totally dependent on other advertisers' bids (PPC) and the "quality score" for a given search of all ads shown. Quality scores are calculated based on historical Click-Through Rates (CTR), relevance of the advertiser's ad incorporating, both text and keywords, the advertiser's account history, and other (unknown search algorithms) deemed relevant but ultimately decided by Google.
Google also use this quality score to set a minimum bid for an advertiser's keywords.
There are a number of elements taken into consideration when determining the 'quality score' such as:
- landing page quality
- navigability
- relevancy
- originality of content,
- transparency (into the nature of the business).
Despite the fact that Google has released a full list of guidelines for sites, the exact formula and meaning of relevance and its definition is secret to Google and the parameters employed can, do and will change at Google whim.
A very brief AdWords history lesson
The original idea was borrowed from Yellow Pages. Google had wanted and tried to buy the idea but a mutually beneficial deal could not be struck.
The company launched its own solution AdWords in 2000, sensing a potentially lucrative opportunity they obviously did not wanting to lose out on this form of advertisement, The AdWords model was deem significantly similar which lead to legal action involving the two parties, ultimately the dispute was settled out of court.
Initially AdWords advertisers paid a monthly amount, with Google setting up and managing their campaigns. Google soon introduced the AdWords self-service portal to accommodate small businesses and those who wanted to manage their own campaigns,.
In 2005 a campaign management service Jumpstart was introduced to help advertisers to set up their campaigns (this service is no longer available), companies needing assistance must hire a third-party service provider.
Google launched the Google Advertising Professional (GAP) Program in 2005. Certifying companies and individuals on completion of the AdWords training programme and on successfully passing an examination. Some advertisers deem it prudent to hire consultants to manage their campaigns owing to the intricacies of AdWords and potentially the vast amount of money at stake.
Google launched 'The Google Online Marketing Challenge' in 2008 this is an in-class academic exercise for tertiary students run annually, roughly from January to June.
The Challenge has proved popular and it's popularity is gaining with over 8,000 students participating in the 2008 and with over 10,000 students enrolling in 2009.
Google revised the AdWords interface in 2009, introducing Local Business Ads for Google Maps as well as Video Ads.
I have another article here on EzineArticles called 'Pay-Per-Click (PPC) Advertising' if you're interested in the subject.
My name is Tom Hardwick. I'm an Internet / Article Marketer with several years of interest, research and investigation into this interesting, fascinating and ultimately financially rewarding subject.
If you like a FREE Internet Viral Marketing Report please visit me at Affiliate-Friend or if you'd like more information on this subject please pop along and see what I'm doing.
I look forward to seeing you soon. I wish you great success in what ever you do in the future.
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