Google AdWords is an internet advertising platform developed by Google. It’s a Pay-Per-Click internet advertising program based on the pay-per-click model, where advertisers only pay when their ads are clicked. It can place advertisements both on the results page of major search engines such as Google, Search and also on other non-search sites, social media, and applications. To get the best results from AdWords, you have to be aware of the different factors influencing your position on the result pages.
The first factor that influences your placement on the search results pages is your quality score. Quality score is a complex mathematical equation based on a number of factors including ad theme, and relevance, ad placement, and ad cost. It expresses how much you are willing to pay for a particular ad slot and gives you an idea about how much potential customers will be willing to pay based on their clicking ability to your ads. Therefore, the higher your quality score, the better your placement on the search results page. Note that not all AdWords are valued equally and not all advertising programs are accounted for in quality score calculation.
Another important factor in the calculations of your quality score is ad performance. Your ads must meet specific requirements and quality rules in order for you to successfully run multiple ads for your chosen keywords. These rules are specified by Google and they may include a minimum amount of words to show in an ad, the number of times you want the ad to appear, the maximum number of times you want the ad to appear, and so on. Google AdWords offers advertisers help with these aspects of the awards program to give you more control over your ads.