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The world of digital marketing comprises many different attributes: data analytics, brand awareness, and traffic generation. Google, being one of the largest digital advertising platforms, offers two such platforms, Google Adwords and Google AdSense, to help marketers with some of these attributes. Many users find it difficult to understand the critical differences in the services offered by the two platforms and their purpose of use.
However, to evaluate which of the two programs is right for you, we need first to know how they work.
Google Ads
Popularly known as Google Ads, Google AdWords is an excellent program for businesses or advertisers. It allows marketers to advertise on google’s network. In other words, it will enable them to make bids for ad placement either in Google’s Search Engine Results Page (SERP) or Google Display (network of websites, pages, and applications that show google’s display ads). When the audience uses the search engine, your ad will come up at the top, helping you catch the eye if all you are looking for is expanding your sales or spreading awareness.
Types of Adword Campaigns
Google Ads majorly uses three kinds of advertising campaigns to spread your brand’s awareness or market the product depending on what you choose.
1. Search Network:
If you know that audience is using google to search for your product and has demand, you can opt for your website to be shown in the SERP by biding for the right keyword.
2. Display Network
When you know the audience is unaware of your services and does not wish to rely on keywords, you can opt for a visual ad displayed on Google or its authorized display network Ad partners (their websites or applications).
3. Video Ads
This campaign enables you to run video ads on Youtube or other partner networks. It is an excellent option for enhanced targeting, improved measurability, and reach.
4. Shopping Campaign
Retailers or product sellers can benefit from this campaign by having your item listed on google search to generate leads and boost website traffic.
Google AdSense
If you run a website or blog and wish to earn income by renting out page space for advertising purposes, then Google Adsense is yours. Website owners can give out space in their Digital property to businesses for advertisements or other real estates in return for a specific commission based on the number of people viewing or interacting with these ads. It is an excellent choice for publishers to reserve Adword placement space. Some other similar platforms are Google Admob and Google Ad Manager.
Types of AdSense Advertisements:
1. AdSense Content:
Content ads direct toward’s user’s past interest in particular content. The targeted users are gained from CPC or CPM.
2. AdSense Search:
Publishers can display ads based on the highlighted searched keyword or items on their website or blog.
3. AdSense for Video:
AdSense Video enables publishers to generate revenue by giving out space for video ads.
4. AdSense for Links:
Link Units target the user’s interest based on their purpose of visiting the website, which shows them the exciting ads and allows them to interact with it directly.
Although, it is crucial to understand that readers only interact or click on ads related to the information or article they search for.
Google’s Advertising networks require both Adwords and AdSense to work together. Meaning AdSense creates space for Adwords and Adwords enables businesses to set up ads and budget for displaying ads on Google’s Display Network.
Google Adwords vs. Adsense
Let’s have a detailed view of the differences between the features and requirements of the two Programs.
1. Strategy
| Google AdWords | Google AdSense |
| AdWords help generate traffic. It focuses on businesses wanting to market or sell their products or services on Google and its authorized website partners. | AdSense helps you monetize the traffic generated on your page. It focuses on Bloggers or website owners, or online influencers from whom google buys ad space on their page for advertising purposes. |
2. Purpose
| Google AdWords | Google AdSense |
| The primary purpose of Adwords is to build awareness by increasing your website traffic through appearances on Google search engines or their partner sources. | Its primary purpose is to generate traffic for other websites as part of the Google Advertising Network. |
3. Setting Up an account
| Google AdWords | Google AdSense |
| It is easy to set up an AdWords account. All you need is your Gmail id and password, set currency preference, and time zone. | It includes many steps for setting up an AdSense account. You need to fill in an application form and agree with various google policies, and submit it. Google will then review the documents and revert. |
4. Advertisements Design Flexibility
| Google AdWords | Google AdSense |
| Adword Search advertisers have more options with text alterations, and Adword Display advertisers get various formatting options. | AdSense publishers do not control ad text content or the type of Ad format appearing on their website. |
5. Ad limits
| Google AdWords | Google AdSense |
| Businesses can only advertise only a single ad at a time on google. | Publishers can only place three ads on each page. |
6. Cost Structure
| Google AdWords | Google AdSense |
| AdWord (Search): You pay a fee based on the number of clicks on your ads. The cost is based on the competitiveness of the chosen keyword. AdWord (Display): Your pricing options depend on your chosen goals. Further, you bid for ad placement, and bidding is driven by competition. | You do not have to pay any fee for AdSense. As the participation is free and you receive a commission, you must try to drive traffic to your page to improve ad quality. |
7. Payment and Revenue Expectation
| Google AdWords | Google AdSense |
| Advertisers can estimate their costs by setting the maximum bid amount. | Publishers cannot set accurate expectations on how much they will take home as they do not control the CPC. |
Conclusion
Although the means and purpose of the two google platforms vary, they commonly contribute to revenue generation. Also, when using AdSense, you need not worry, as Google will automatically choose the most relevant and highly paying advertisement for you. On the other hand, you can research effective strategies to make the most of your paid search engine use when using AdWords. Once you know the right program for your requirements, you are set to strategize and evaluate.
Also, read about, ‘Is Google Analytics Certification Free?’
