Welcome to “What you need to know about
online marketing.” I’m Ali with the AdWords Education team, and I’ll be taking you through
this step-by-step video guide that kicks off the “AdWords tutorial” video series from
Google. In this guide, we’ll define what online marketing is — and what
it isn’t help you make sure your website is ready to
deliver results, and finally, explain how AdWords works and
what it takes to be successful Then you’ll be ready to move on to the next
video guide, where we’ll walk you through creating an AdWords campaign to reach the
right customers, at the right moment, and on the right device. To navigate through this playlist, click the
“Next” button that appears at end of each video. If you’re watching on a mobile device, you’ll
need to go to the YouTube video description and click the “next” link there to proceed. If you have a question at any point, post
it for our AdWords experts in the comments below!
So, let’s start with some of the basics of what online advertising is — and what
it isn’t When you search for something on Google, you’ll
generally see 2 kinds of results on the page The first are paid AdWords ads, which can
appear on the top, side or bottom of the Google search results page next to or under an “Ads”
label. AdWords determines the order and position
of these ads based on a few things, including how relevant and useful the ads are to what
the person searched for, the advertiser’s bid on the keywords used
in the person’s search, and a few other factors.
The rest of what you see on the page is made up of what we call “organic” search results. These are unpaid links to websites with content
related directly to what the person searched for.
The more relevant the site is to the search term, the higher the link will appear in the
list. Your related website could appear here, but your ad won’t.
If you’re an AdWords advertiser, how much you’re willing to pay for your ad could
have an impact on where your ad appears in relation to other ads when a person searches
for a particular term. BUT, your payment will have NO impact on the
organic search results that person’s search produces
Now that you know the difference between paid ads and organic search results on Google,
let’s find out how AdWords can help you reach potential customers right at the moment
they’re searching for what you offer. Click the button to continue