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Google Ads

The list below features the top 4 leading search engines based on UK Internet usage, ranked by volume of searches for the 4 weeks ending 24 November 2007.

Small surprise, then, that a GoogleAd is such an effective way of promoting your products or services online.

How does it work?

The ads, triggered by specific key words or phrases, appear on the right hand side of the page of search results, or sometimes at the very top of the page in the buff-coloured area ("pole position!"). When your ad is created, you specify a list of keywords which you think people will use when looking for your products or services; thus you are advertising to an audience that is already interested in you.


Your GoogleAd is a hyperlink to a nominated page of your site, thus anyone who clicks on it is taken directly to that web page. You pay Google for that click - you will have specified the maximum you are prepared to pay (maxiumum Cost Per Click) in your campaign settings.

Ad ranking

Ads on the first 2 pages of the search results attract more clicks, simply because they are seen by more people. The most desirable place to be is at or near the top of the first page, so if you are operating in a competitive market sector, you will need to set a fairly high cost per click to ensure that your ad appears there.

Google employs a sophisticated algorithm which rewards high performing sponsored links by moving them further up the page and also reducing the cost per click: an ad which has been properly set up can appear above a competitor's ad even if that competitor has set a higher maximum CPC.