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Google Shopping AdWords

We (Alphabet Technologies Chennai and Trichy) are Google authorised resellers in chennai trichy for Google Search AdWords and Shopping ads, Display Ads and Google partner search ads also We are Android Mobile Application developer in chennai and trichy. For Start to advertise online with Google AdWords, Get targeted PPC internet marketing for your business the moment people search and only pay when they click.

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What is Google AdWords?

So, when I was asked to run these campaigns, I started doing some reading to get started. That’s when I realized that I have already seen and interacted with these ads for a long time, just that I didn’t think of them as ads. Anyway, long story short, that’s how I began, and have now run and experimented with all possible types of ads on Google AdWords.

And, my intent of writing this guide is to help clueless beginners who are just getting started with AdWords. Because believe me, even after you have learned all the theory that you possibly can, you’ll still need several rounds of testing different things to get AdWords right – and even then, there’ll always be room for improvement.


The ever-growing popularity of Google AdWords

Take a look at the trend for the term “what is Google AdWords” since 2004. It has continuously grown and would continue to grow as more and more businesses keep coming online.

what is google adwords - trends since 2004


So, what is Google AdWords?

To give you the dictionary definition, Google AdWords is an online advertising service developed by Google to help marketers reach their customers instantly.

When someone searches on Google for a particular term, say ‘travel packages’, Google would throw a list of searches for you. But if you look closely, you will notice that the top and the bottom results are generally ads.


What is Google Adwords - travel packages ads


But how did Google know which ads to display?



Now that we have that sorted, let’s discuss the types of ads you can run using the Google AdWords platform.


Type of ads in Google AdWords


What is Google adwords - Campaign types


Now, let us look at each of these ad types in detail.


A) Search ads

Like my travel example earlier, when a user searches for something on Google, the list of ads that appear above the organic listing are called search ads.  For example, when a user searches for “Kashmir holiday packages”, the search results will look something like this.



The ones marked “Ad” are ads.  And, the results below that are organic.

Google considers many factors before deciding which ad to display first, as well as the sequence of ads that follow. We’ll discuss all these factors, their relative importance, the correlation between different factors etc. in a more detailed chapter later. But, let’s take a brief look at them:


Important factors in search ads

  1. Targeting – For instance, your ads will be shown in the geography that you choose (you can go as specific as the ZIP code)
  2. Search term and keyword – What is being searched for by the user + the keyword that you optimize the ad for.
  3. Ad copy relevance – Ads that appear for a specific search term should be relevant. A search for colleges should not throw results for travel packages.
  4. Landing page experience – How relevant is the landing page to what the searcher wanted? Did he get what he was looking for?
  5. Conversion rate – This is again controlled by relevance, landing page quality, and experience.
  6. Bids – If 2 advertisers have perfect ads and landing pages, the higher bid will get preference over the lower one.
  7. Quality score: Quality score again depends on all of the other factors mentioned above. So, it’s more like a cycle than everything else. Everything is interrelated.

In addition to the standard search ads, you can also run these special ads in search network. 

  1. Call-only ads – This ad is available only on call enabled mobile devices. After clicking the ad, instead of taking you to a landing page, you make a call directly.
  2. Dynamic ads– This ad type is more suitable for businesses who have a well-managed website. This is because the content of the ad as well as the landing pages is taken dynamically from the website. They are very similar to text ads, except that no keywords are involved here. For example: a training institute is running dynamic search ads. A user searches for “java courses”. Google displays a list of ads. But dynamic ads would automatically replace the ad headline with “java course” (the search query) and the ad text with the relevant website content and landing page”.
  3. Mobile app promotion- These ads are suitable for businesses with mobile applications. The goal of this ad is to encourage users to download your app or take a desired action within the app.

Note: All these special ads are available on the search network. Except for call-only ads, others are available in display and video campaigns as well. The concepts are the same, but the platforms are different.


The ‘Business en Motion ‘ example:

Let me emphasize my point with an example from ThinkWithGoogle.

A Dubai-based consultancy called ‘Business en motion’ started running search ads to drive traffic to their website and to generate more leads.

What is google adwords - business en motion


As you can see, search ads, when targeted and run properly can prove very profitable for your business, just like for business en motion.


B) Display ads

Have you ever noticed them? While you are reading a post or viewing a video on some random website, you see ads in a lot of different places on the page, and in different dimensions. These are display ads.



Here the searcher is not explicitly looking for what is ad offers. But, based on a number of factors like keywords, audience interest, managed placements etc, Google decides to show them to you. These display ads only appear on advertising-supported websites.

Below are the targeting criteria, based on which Google selects the websites to place the banner ads.


  1. Keywords – The ads are displayed based on the keywords that they are optimized for. Let’s say the keyword for the ad is “Social Media Marketing”, then Google would choose websites that have content on the topic.
  2. Placements – Placements are nothing but the websites on which you want your ad to appear. Just add the websites where you want to show the ads, instead of keywords. For example, if you want to show your ads only on travel related websites, then look for advertising supported travel sites and add them to your targeting.
  3. Remarketing – This helps you reconnect with your existing website visitors. Using this, you can target visitors who have come to your website but have not taken any action.
  4. Topic – There are specific topics in AdWords, under which all websites are grouped. It will be easier for the advertisers to choose topics related to the businesses. For example, websites related to travel will be listed under the topic ‘travel.’


C) Shopping ads

If you are a retailer, this campaign type would make more sense for you. This ad type boosts traffic to your website and helps in generating quality leads as well as increasing your conversions.

This is how shopping ads would appear on the search network.


Google Shopping Ads - what is google adwords


Requirements for running shopping ads:

  1. Setup an account with Google Merchant Center (It is a platform that helps retailers to upload all their product listings in a specific format).
  2. Setup an account with Google AdWords & link them together.
  3. Submit updated product data every 30 days to Google Merchant Center.

Since both the tools are linked together, shopping ads take all the product details from Google Merchant Center, matches the search query and displays relevant ads to the user.


D) Video ads

This ad type lets advertisers run video ads on YouTube and other Google Display Networks.

The 3 main benefits of running video ads are:


  1. Better targeting – This ad type has demographic, location, interest, keyword and device targeting which helps you reach the right audience on YouTube and Google Display Network.
  2. More reach – As of January 2017, YouTube is the 3rd most visited website and has 30 million visitors every day. Additionally, video ads are also available on Google Display Network. This means that you have access to a wider audience.
  3. Measurable – Unlike advertising on TV, YouTube ads let you know all the necessary metrics like views, view rate, clicks, reach and frequency, engagement, performance etc.  This helps you measure the success of video ads.

Example: video ad from Grammarly


Google Video Ads - what is google adwords


The Almarai Example:

In order to understand the importance of running video ads on Youtube, let me cite an example from Almarai who is into the dairy farming industry. 


what is google adwords - Alamrai

Source: ThinkWithGoogle


E) Universal app campaign

This campaign is helpful for businesses with a mobile app. Here, the advertiser can promote the mobile app across search, PlayStore, Display & YouTube. AdWords uses ad text ideas and other assets right from your app store listings. All you need to do is provide some text, a budget. and a starting bid. Also, don’t forget to set languages and locations for the ad.

By utilizing all this information, AdWords itself designs a variety of ads in different formats. Google will automatically test different ad combinations and display the one that performs the best.


Universal App Campaign - what is google adwords

Image Source: Google

Financial institution, KCB group, used Universal App Campaign to increase awareness about KCB mobile banking app.


What is google adwords - KCB

Source: ThinkWithGoogle

When I was first asked to run Google AdWords campaigns 4 years ago, I had the same question on my mind. It was my first job, and I had joined for a role in Market Research. Google Ads was a concept that seemed completely new.

I know, I know…now it’s everywhere – digital marketing is taught as a course in MBA programs, there are multiple certification programs, several tutorials available for self-starters, and people are overall more informed about it as an advertising option, and as a lead generation channel.  But, that wasn’t the case then.





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Alphabet Technologies Chennai ( are Google authorised resellers chennai,  Is term of AdWords (Google AdWords) is an advertising service in Google for businesses wanting to display ads on Google and its advertising network. The Google authorised resellers in chennai runs AdWords program enables businesses to set a budget for advertising and only pay when people click the ads. The ad service is largely focused on keywords.

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ppc google adwords

At a high level, digital marketing refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps. While this term covers a wide range of marketing activities, all of which are not universally agreed upon, we’ll focus on the most common types below.

Digital marketing (also known as data-driven marketing) is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.

Google-a-unit-of-Alphabet-Inc-launches-Google-station-in-India-indialivetoday-Alphabet Google Adwords Authorised Resellers ChennaiDigital marketing’s development since the 1990s and 2000s has changed the way brands and businesses utilize technology for marketing. As digital platforms are increasingly incorporated into marketing plans and everyday life, and as people use digital devices instead of visiting physical shops, digital marketing campaigns are becoming more prevalent and efficient.

Digital marketing techniques such as search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing and e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, and optical disks and games are becoming more common in our advancing technology. In fact, digital marketing now extends to non-Internet channels that provide digital media, such as mobile phones (SMS and MMS), callback, and on-hold mobile ring tones

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Google AdWords Authorised Resellers chennai

What is a Google ad?

AdWords (Google AdWords) is an advertising service by Google for businesses wanting to display ads on Google and its advertising network. The AdWords program enables businesses to set a budget for advertising and only pay when people click the ads. The ad service is largely focused on keywords.

When did Google Adwords start?
Google began selling advertising with AdWords, keyword-based search advertising, on October 23, 2000. AdWords first launched with 350 customers. Today, it is responsible for tens of billions of US dollars in yearly revenue.

Google AdWords is an online advertising service that enables advertisers to compete to display brief advertising copy to web users, based in part on cookies, keywords, predefined by the advertisers, that might link the copy to the content of web pages shown to users. Web pages from Google and from partner websites are designed to allow Google to select and display this advertising copy. Advertisers pay when users divert their browsing to seek more information about the copy displayed, and partner websites receive a portion of the income they generate.

AdWords has evolved into Google‘s main source of revenue. Google’s total advertising revenues were USD $43.7 billion in 2012.[2] AdWords offers pay-per-click (PPC), that is, cost-per-click (CPC) advertising, cost-per-acquisition (CPA) advertising,[3] cost-per-thousand-impressions or cost per mille (CPM) advertising, site-targeted advertising for text, banner, and rich-media ads, and remarketing (also known as retargeting). The AdWords program includes local, national, and international distribution. Google’s text advertisements are short, consisting of one headline of 25 characters, two additional text lines of 35 characters each, and a display URL of 35 characters. Image ads can be one of several different Interactive Advertising Bureau (IAB) standard sizes.

Sales and support for Google’s AdWords division in the United States is based in Mountain View, California, with major secondary offices in Ann Arbor, Michigan[4] and New York. The third-largest US facility is in Mountain View, California, headquarters.[5] Engineering for Google AdWords is based in Mountain View, California with major secondary offices in Los Angeles and New York.

Google has an active official public help and support community maintained and frequented by highly experienced Adwords users (referred to as “Top Contributors”) and Google employees.[6] In 2011, AdWords represented 96% of Google’s revenue.


Remarketing is an AdWords feature that allows users to show ads to those that have already been to their website. This feature allows users to create different audiences from website users and to show relevant ads to separate audiences. This approach makes remarketing a very effective tool for returning users with a high conversion rate.

Remarketing Lists for Search (RLSA) via Google Analytics became available in Google AdWords in early June 2015, allowing standard GA remarketing lists to be used in the targeting of traditional text search ads

Ad Extensions

Ad extensions are a feature that allows advertisers to enhance their Adwords campaigns by showing extra information with their ads, like a business address, a phone number, or more web page links.

Ad extensions are created to improve ad visibility and to attract clicks. They appear with the Search Network, above the search results, and depending on the extension might also appear on the Display Network.

AdWords shows extensions when it calculates that the extension (or combination of extensions) will improve the advertiser’s campaign performance, or when an ad is ranked high enough for it to appear. The advertiser is charged as usual for the click. Google does not charge for review extensions, social extensions and seller ratings.

Manual extensions

  1. App extensions – A link below the ad text directing users to the advertiser’s mobile or tablet app.
  2. Call extensions – Allow advertisers to include a clickable phone number in their ads.
  3. Location Extensions – Allow advertisers to show their business address, phone number, and a map marker with their ad text.
  4. Review extensions – Showcase positive, third-party reviews from reputable sources.
  5. Sitelinks extensions – Allow advertisers to add additional links below their ads.
  6. Callout extensions – Allow advertisers to add additional descriptive text.
  7. Structured Snippet Extensions – Allow advertisers to add up to two predefined headers (product or service category) like brands,courses,degrees and more.
  8. Price Extensions – Allow advertisers to display prices for products or services.

Automated Extensions

Adwords creates and displays automated extensions when the system predicts they will improve performance. Automated extensions includes

  1. Consumer Ratings
  2. Seller Ratings
  3. Previous Visits
  4. Dynamic Sitelink Extensions
  5. Dynamic Structured Snippets

Google Click-to-Call

Google Click-to-Call was a service provided by Google which allowed users to call advertisers from Google search results pages. Users entered their phone number and Google would then call them back and connect to the advertiser. Calling charges were paid by Google. The service was discontinued in 2007.[17] For some time similar click-to-call functionality was available for results in Google Maps. In the Froyo release of Google’s Android operating system, certain advertisements include very similar functionality, where a user can easily call an advertiser. In iOS, phone numbers are automatically recognised as such, and web developers can also provide direct links to the Phone application, providing similar (if not identical) functionality.

Google now offers a mobile click-to-call function which allows searchers to call a business directly rather than going to their website.


The AdWords system was initially implemented on top of the MySQL database engine. After the system had been launched, management decided to use Oracle instead. The system became much slower, so eventually it was returned to MySQL.[35] Eventually, Google developed a custom distributed Relational database management system (RDBMS) known as Google F1 specifically for the needs of the Ad business, which requires strong consistency, high scalability across data centers and powerful SQL queries. The interface has also been revamped to offer better work flow with additional new features, such as Spreadsheet Editing, Search Query Reports, and better conversion metrics.


Allowed keywords

Google has also come under fire for allowing AdWords advertisers to bid on trademarked keywords.[38] In 2004, Google started allowing advertisers to bid on a wide variety of search terms in the US and Canada, including the trademarks of their competitors[39] and in May 2008 expanded this policy to the UK and Ireland. Advertisers are restricted from using other companies’ trademarks in their advertisement text if the trademark has been registered with Advertising Legal Support team. Google does, however, require certification to run regulated keywords, such as those related to pharmaceuticals keywords, and some keywords, such as those related to hacking, are not allowed at all. These restrictions may vary by location.[40] From June 2007, Google banned AdWords adverts for student essay-writing services, a move which was welcomed by universities.[41]

Google has other restrictions, for example the advertising of a book related to Facebook was restricted from advertising on AdWords because it contained the word “Facebook” in its title — the rationale being that it was prohibited from advertising a book which used a trademarked name in its title