Detailed Analysis of Google AdWords as an E-commerce Marketing Tool

This report provides a comprehensive analysis of Google AdWords, a crucial marketing tool for e-commerce businesses. It begins with an introduction to Google AdWords, highlighting its function in online advertising, particularly for start-ups competing with established companies. The report then delves into the business model of Google AdWords, detailing its advertising formats, including text and image ads, and its evolution to support mobile marketing. Key features of Google AdWords are examined, such as AdWords Express, Keyword Planner, and various ad extensions. The report assesses Google AdWords' competitive landscape, noting its dominance within the Google platform. Furthermore, it explores the future of Google AdWords, including local campaigns, discovery advertisements, and the integration of machine learning for smart bidding. The report concludes by referencing relevant literature to support its findings.

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Ecommerce Marketing Tool – Google AdWords
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Introduction
Google AdWords is the advertisement tool of Google that helps businesses to display
their advertisements on the search results pages of Google. The advertisements usually
remain at the top or bottom of a Google SERP. Moreover, Google AdWords is for the online
industry, particularly for start-up businesses that have to contend with companies such as
Amazon who have an unending advertisement budget for enhancing their visibility. It is a
fiercely competitive challenge to be placed on Google's first page of search results. Even with
a strong SEO, it may take months or even a year to try to get in the first postpositions. The
paying ad companies such as Google AdWords significantly assist in these kinds of situations
(Miller, 2016). Advertisers pay to Google AdWords for providing quick promotions, service
offers product reviews, video content to online users and potential customers via the Google
ad network.
Google AdWords provides its service primarily to clients who take an interest in
doing online marketing. Mainly the virtual businesses like virtual retail and virtual banking
avail these kinds of services. Recently for the global trend of virtual marketing, almost every
business is trying to avail virtual marketing through tools like Google AdWords
Business Model of Google AdWords
Google Advertising involves marketing nationwide and globally. Google's text
advertising is brief and comprises of three headlines with up to 30 characters each. They
contain 2 explanations of up to 90 characters each and two URLs of 15 characters each. It is
known as extended AdWords text advertising. This imitates how Google feels for the regular
search results. Picture advertisements can be chosen from a range of uniform sizes that the
Interactive Advertisement Bureau (IAB) designates. Furthermore, Google revealed in May
2016 its ad reformatting to support customers and marketers to gain influence in the first-

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world smartphone sector. The latest model, defined as Extended Text Advertising, supports
23% more content. The Google Search Network and Google View network, both are
accessible through this latest tool. It has two segments, both of them includes 30 characters
and adding to it the tradition of providing one title of 30 characters (Szymanski & Lininski,
2018).
Features
The features and services that Google AdWords provide are; AdWords Express,
Keyword Planner, Google Ads Editor, Google Ads Manager Accounts, Google Partners, IP
address exclusion, Placement-targeted advertisements, Remarketing, Smart Shopping
Campaign, manual and automated Ad extensions, Google Click-to-Call, Google AdWords
Customer Match, Google Ad Grants and Google Universal App Campaigns (McDonald,
2017). These are some of the features that the tool provides for making the connection and
business process between their clients and their targeted market seamless. Furthermore, The
Relational database management system (RDBMS) has been explicitly created by Google.
This includes a high degree of accuracy, good scalability to robust SQL queries and data
centers (Penn, 2017).
Stacking Up to Competition
Now if we take a look at the competition of google we can see that Google AdWords
does not have any potential competition. They mainly provide ads on the Google platform. So
it’s more like playing on the home ground or better than that. With the state of the art
operations and processes, Google provides its full support to Google AdWord. So on the
Google platform, they are second to none. Maybe in other platforms, Google AdWords has
some amount of competition from tools like Mailchimp or Litmus.
Future of the Google AdWords

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Without anywhere to go except upwards in the E-commerce market Google AdWords
keep on making changes and upgrades to make the tool more usable and more efficient for
the clients. Primarily, Google is providing Local campaigns— a form of semi-advertisement
that supports showing local businesses, in the maps and YouTube ads— this is available for
all kinds of businesses (Madera et al., 2017). The mechanism is somewhat like reactive
advertising. Once consumers supply the shop pages, a few videos, a target, and a deal,
Google Advertising can automate the distribution of advertisements to their companies in
their property to increase foot traffic. After that, Google will launch a modern advertisement
strategy in the recent future, named Google Discover. Discovery advertisements will provide
the marketing resources to users for indulging in a swiping picture carousel. Then in recent
times, Google will introduce machine learning in advertisements, one of the most relevant
tools with smart bidding, or Auction-Time bidding, In reality, smart bidding is automatic with
Target CPA, Target ROAS, Optimize Conversions or Improved CPC. These are all the
components that are used for launching the latest mechanism for the public extension, which
would attract customers who try to agree equally with other individuals (Mangold, 2018).
The latest platform to extend the audience of Google would enable its advertisers to
maximize the number of users who see the ads while making sure they are good to go for
such deals. Also, Google will extend shopping displays with picture search outcomes, locate
search outcomes shortly.

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References
Madera, Q., Castillo, O., Garcia, M., & Mancilla, A. (2017). Bidding strategies based on
type-1 and interval type-2 fuzzy systems for Google AdWords advertising campaigns.
In Nature-inspired design of hybrid intelligent systems (pp. 99-113). Springer, Cham.
Mangold, B. (2018). Learning Google AdWords and Google Analytics. Loves Data.
McDonald, J. (2017). AdWords Toolbook: 2017 Directory of Free Tools for PPC Advertising
on Google AdWords, Bing, and Yahoo. CreateSpace Independent Publishing Platform.
Miller, P. (2016). Optimizing AdWords: a guide to using, mastering, and maximizing Google
AdWords. Routledge.
Penn, K. (2017). Google AdWords Certification Guide: Fundamentals, Search, Display &
Video Exams. BookBaby.
Szymanski, G., & Lininski, P. (2018, September). Model of the effectiveness of Google
Adwords advertising activities. In 2018 IEEE 13th International Scientific and
Technical Conference on Computer Sciences and Information Technologies
(CSIT) (Vol. 2, pp. 98-101). IEEE.