Did you finally figure out how to run a successful Google Ads campaign for your business? Congratulations! You’ve taken a huge (and not that easy) step towards increasing leads, conversions, and sales. With 3.5 billion Google searches made each day, you need to leverage every opportunity to get in front of potential customers. Now, imagine someone asked if you’ve ever considered using Google Adsense for your website (possibly, it’s how you’ve found your way to this blog post). What would your answer be? If it's a blank stare, don’t worry. You might be close to making another excellent decision for your business. Since we often see our clients put Google Adsense and Google Ads (formerly Adwords) in the same pot, we’ve created a short guide to outline the difference between the two!
Adsense, Adwords, Ads - Isn’t it all the same?
Hold on! Let’s get the definitions straight first!
Google Adwords (Google Ads)
First of all, yes, Google Adwords and Google Ads are, in fact, the same. In 2018, Google renamed its online advertising platform from Google Adwords to Google Ads. If we believe Google, the rebranding was driven by the desire to simplify Google brands and product offerings for advertisers and publishers. After all, you can do a lot more than just advertise using words. But since ‘Adwords’ has such a nice ring to it, the term stuck around. Or perhaps marketers are just stubborn. We’ll let you decide. Now, Google Ads - or Adwords, if you wish, is the Google platform you can use as an advertiser or business owner to show your ads in the Google Search Results Pages, in the Google Display Network, which includes mobile apps, YouTube and Gmail, as well as Google Shopping. This is what we refer to as Pay-Per-Click (PPC) campaigns since you only pay when someone clicks on your ad. And what about Google Adsense? How does it fit in the picture?
On the other hand, Adsense is a Google tool that allows publishers - think blog owners and online magazines-to show ads on their website. In other words, some of the space on their website will show the ads another business created using Google Ads. Why would publishers do that? Because they get paid a portion of what the Adwords advertiser pays when someone clicks on the ad. It’s a win-win!This is where the most critical distinction lies: Adsense is a free-to-use monetisation tool for website owners. Google Ads is an advertising tool for businesses looking to advertise on the Google Network, including websites that use Adsense. Google Ads enables businesses and marketers to advertise on Google's network. But it takes at least two to make a great team. After all, what use would it be to make space for ads on your site if no advertiser would be willing to pay for it. Here’s an example of what that might look like in real life!
- Let’s assume that a fashion blogger (the publisher) shares tips about sustainable Australian swimwear brands on their website and uses Adsense.
- As it happens, you are a sustainable Australian swimwear brand (the business) and use Google Ads to advertise your products. You pay $1 every time someone clicks on your ad.
- Now, Google determines that the business’s target audience and the publisher’s audience make a great match and displays your ads on the blogger’s site.
- When someone now clicks on your ad, the publisher gets paid $0.68 (68% of the Cost-Per-Click) and Google keeps the remaining amount (32% of the CPC).
Google AdSense is first and foremost for publishers. So ask yourself, do you fall into that category?
Top 5 Reasons Why Publishers Choose Adsense
1.Earn money from your website
If you regularly create high-quality content that attracts a large audience, why not get rewarded for the time and effort you put into your website? Google pays website publishers a commission that depends on the competition in your niche. In practice, what you earn per click can range from $0.20 to $15. The majority of niches, however, brings in less than $3 per click.
2. Ads are relevant to your audience
Back to our example from earlier: Let’s say you’re concerned that your bikini ads could be shown on inappropriate websites. As savvy marketers, we’ll ease your worries. Google uses an ad auction that automatically targets ads to content and audiences to ensure the right people see your ads. This is also helpful for website owners who know that the advertising will always be relevant to their website visitors.
Australia travel ad on an Australia travel blog.
3. Stay in charge of ads displayed on your site
As the website owner, you do always have the last say. See something you don’t like? Use the blocking controls page in your Adsense account to block specific ads on your website. To get you started, all you need to do is add a piece of code to your site and Google will show ads tailored to your site's layout.
4. Google will do the load of the work
Not sure about the best size and location for your ads? Google can optimise these automatically to fit desktop or mobile screens, meaning there's more chance they'll be seen and clicked. And if you ever wonder about the performance of the ads displayed on your site, you can track all necessary metrics within your Google Analytics account.
5. There is always a need for more ad space
Last but not least, as part of the Adsense network, millions of advertisers compete for your ad space. That means more money, more relevant ads, and more ad spaces filled.
Not Your Cup Of Tea?
If you’re not looking to monetise your web presence, and instead find yourself on the side of business owners who want to advertise products and services, Google Adwords might be more beneficial to you. You can set a fixed budget that the platform uses to advertise and track your success with Google Analytics by operating a Google Ads account. Or better, hire a PPC expert to do it for you.You see, Google has a solution to every problem and if you know how to use them to your advantage, you’ll get more bang for your buck. Now that you know the difference between Adsense and Google Ads, it’s time to start advertising! If you need help kick-starting your next Google Ads campaign, contact the PPC experts at Anchor Digital! We’d love to hear from you.