Google Adwords is the tool that made Google $67.39 billion in 2015 alone according to statista.com
It is one of the most used and complex ad platforms ever.
So if you are a marketer you definitely need to learn how to use it. At least the basics because it is not a coincidence that people get hired for doing just Google Adwords.
It’s capabilities are massive and you will need quite a lot of time to learn all the things it can do.
I recommend the Google Partners Certification Program
Google Adwords is very important because you can use a lot of channels that are connected to Google via Adsesnse and Tap into Google Search.
I am sure that everyone has seen this
This screenshot has been taken on a 1920×1080 monitor and you can see that 70% of the visible part of the page search results are Ads.
With Google Adwords you can be there. And this is important because of the graph you are going to see next. 36% of people in the US have researched the item from a search engine.
Also the majority of banners that you see in websites are served via Google AdSense. With Google Adwords, you can advertise on websites that are using Google AdSense. You can target them in very different ways.
Keywords -This means that you can target websites or apps that are contextually matched with the keywords you want or have that specific keywords in their content. For example, I want to target articles in websites that are doing WordPress theme reviews. Than I will choose the option only to show my ads where “best WordPress themes” is present in the content of the website
Topics -Here you can target websites on certain topics. For example, you can target websites that usually write about SEO and Affiliate Marketing like so
Placements — Choosing this you can target people that visit specific websites. Let’s say that you sell Macbook Pro Accessories and know your potential customers read Macworld.com. You can tell Adwords to show ads only on this website. To make the targeting even better you can combine Targeting Preferences. What this means is that I can show ads to people who read Macworld.com and read articles that contain the keyword “Macbook Pro Accessories”.
Demographics — Of course, you can target people by their demographic profile too.
Of course this is a very small part of what Google Adwords can do, as I said.
In my opinion, it is essential for a modern marketer to know how it works.