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Google AdWords is an administration tool by Google to monitor performance reports of paid ads across a variety of dimensions. Apart from this, AdWords are also used to create campaigns for running advertisements. The AdWords program empowers businesses to set a financial plan for promotion and pay only upon interaction. It facilitates bid management at a macro and micro level, report analysis at granular aspects, ad creation on a variety of formats and try out experimental features that lack elsewhere.

Organization that utilize AdWords can make relevant promotion using keywords. When somebody searches on the web using a specific query, the terms in the query act as keyword that help in populating the ad created by the advertised. These advertisements can populate either as sponsored search ads or other formats, such as shopping ads also on SERP.

Types of advertisements in AdWords:
● Search network
● Display network
● Video
● Shopping
● Universal app campaign.

Search promotions:
When a client searches for something on google, the rundown of advertisements that show over the organic search results are called search promotion.

Display promotions:
Display advertisements are the visual standard advertisements you see. While you are navigating various formats of image ads including animated images on some arbitrary site, these are served through display network.

Video advertisement:
Video advertising not only displays video ad formats on third party sites but also as True View ads on YouTube. It captures the attention of the targeted audience and reports using separate metrics.

Shopping advertisement:
In the event you are a retailer, this campaign would make serve more purpose. Unlike other formats, these ads need to be created in Google Merchant Center and is an interactive combination of both search and display.

Universal application campaign:
This campaign is useful for organizations with mobile apps. Here, the advertisers can promote their apps across search, display, YouTube and Play Store. AdWords utilizes advertiser’s thoughts and in app screenshots for effective promotion. By using this data, AdWords itself plans an assortment of promotion in various originations. Google will naturally test distinctive advertisements by A/B testing and show the one that plays out the best.

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