Google Adwords is something that any entrepreneur has heard about but may not be totally clear on what they are or how they work. You know when you google something and you the first 3 or 4 hits you get have 'ad' beside them? These are google ads that companies pay to make appear at the top of your search. After that you get all the search results that appear because they've been optimised for your specific search term otherwise known as SEO. (Blog post coming soon!)
Different Types of Google Ads
There are two kinds of ads that you can run. First is a Search Advertisement and the second is a Display Advertisement. The type of advertisement that you choose will be largely determined by what your goal is.
Search Network Advertisements: These are the ads that appear at the top of your search results when you search a phrase such as 'rent a car in Dublin.' Search network advertisements are used for reaching people when they're searching for keywords related to your business with the intention of having them click through to your site. For example, if you were a plumber who wanted to generate business through Google Ads you would select this option so that when someone searches 'Plumbers in Dublin' you're the first one that appears.
Display Network Advertisements: These are the ads that appear on Youtube, google apps, mobile games, blogs etc. The websites that your ad can appear on are known as Google's display network. Display network advertisements are used to generate brand awareness and can be targeted to specific sites that are in Google's display network. For example if you sell cars you might want to target blogs that write about cars etc. This way people see your brand when they're not particularly looking for it, raising brand awareness. You can see an example below of a wp engine ad appearing on an artivcle in the Journal.ie
The long and the short of it is if you want to reach people who are actively in the buying process and looking for a service like yours you'll want to go with the search network ads, if you're trying to target people who in the buying process but who may be a fit, you'll want to go with the display network ads. Here's a very simple flowchart you can use:
How you'll be charged for Google adwords.