What are Google AdWords?

Google AdWords is the number one keyword advertising service in the world, and facilitates the display of ads through Google and its advertising network. The AdWords Program enables businesses to set a budget for advertising and only pay when ads are clicked. 

Information Resources for Google AdWords:

Google has been building their pool of informational resources for AdWords for more than ten years. Just to read everything they have written would likely take more than a month of full-time effort. However, they also have a series of online Webinars that cover several topics, and they provide access to a live training program of paid seminars taught by Google approved consultants.

Below are listed the most useful references to obtain a general understanding of how to begin and operate an AdWords campaign.

AdWords Help Articles
Google AdWords Help Articles by Topic

AdWords Online Classroom
The AdWords Online Classroom provides free online training, delivered by AdWords experts.

Google AdWords Channel
The Google AdWords YouTube Channel is the place to find videos that teach you how to use AdWords and make the most of your campaigns.

Google Trends
With Google Trends, you can compare search volume patterns across specific regions, categories, time frames and properties.

Google AdWords Keyword Planner
You can search for keyword and ad group ideas, get historical statistics, see how a list of keywords might perform, and even create a new keyword list by multiplying several lists of keywords together.

Google AdWords {Wikipedia}
Provides a somewhat unbiased overview and history of Google’s AdWords program along with a list of several interesting references.

Google AdWords Glossary

Ad Group
A collection of ads within a campaign that corresponds to a group of related keywords. 

Ad Rank
Your ad’s position on a results page. Your ad rank is determined by your maximum CPC bid and your keywords’ quality score.

A component of your account that allows you to focus your advertising on specific products or services. The ads in a given campaign share the same daily budget, language and location targeting. Each campaign can contain multiple ad groups.

Clickthrough Rate (CTR)
A measure of how relevant users find your ads and keywords to their search query. CTR helps measure the performance of your ads and keywords.

Cost-per-click (CPC) Bid
The amount you pay each time a user clicks on your ad. You can set the maximum CPC bid (the maximum amount you are willing to pay when a potential customer clicks on your ad) at the ad group or keyword level.

Destination URL
The web page on which a user will land after clicking on your ad. It doesn’t have to be your site’s main page. Also called a landing page.

Display URL
The URL displayed in your ad to identify your site to users.

The number of times an ad is displayed on Google or on sites in the Google content network.

A specific word, or combination of words, used to target your ads to potential customers. When a user searches on your keyword, your ad will enter the auction.

Quality Score
Quality score is a measure of how relevant your ad, keyword, or webpage is. Quality scores help ensure that only the most relevant ads appear to users.