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Adwords Definition | Gründerszene

Source 2020: https://www.gruenderszene.de/lexikon/begriffe/adwords | 2020-02-05
Adwords beschreibt das Online-Werbeprogramm vom Suchmaschinenbetreiber Google.

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            <span class="post-roofline-new">LEXIKON</span><span class="triangle"></span>
            <h1 class="main-title-new">
                Adwords
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<?xml encoding="UTF-8"><html><body><div><p>Die sogenannten <strong>Adwords</strong> können über <a title="Google in der Gründerszene Datenbank" href="https://www.gruenderszene.de/datenbank/unternehmen/google">Google</a> entweder auf der Ergebnisseite einer Google-Suche oder auch auf einer der zahlreichen Websites aus dem Google-Netzwerk geschaltet werden. Die AdWords-Anzeigen werden auf der Ergebnis-Liste von Google durch die Überschrift Anzeigen von den normalen, nicht-kommerziellen Suchergebnissen abgegrenzt. Man findet sie nicht innerhalb der Trefferliste, sondern ganz oben auf der Seite, wo sie auch farblich hinterlegt sind oder in einer Spalte am rechten Bildschirmrand. Doch wie funktioniert AdWords?<div class="mrec-wrapper content-detail-article right"><div class="advertisement">Anzeige</div><div id="mrec"></div></div></p><p><strong>Funktionsweise von Adwords</strong></p><p>Das Werbeprogramm wird von Google über ein Tool im Internet verkauft. Um die Funktionsweise von AdWords zu verstehen, sollte man sich mit den wichtigsten Bausteinen vertraut machen. Dazu zählen vor allem die sogenannten <a title="Keyword im Gründerszene Lexikon" href="https://www.gruenderszene.de/lexikon/begriffe/keyword">Keywords</a>. Ein Unternehmen, das AdWords nutzen möchte, kann Keywords, das heißt Wörter oder Wortgruppen, auswählen, die mit der Anzeige verbunden werden. Wenn dann ein User mit Google nach diesen oder ähnlichen Wörtern sucht, wird automatisch die Anzeige des Unternehmens aktiviert und dem User auf der Trefferliste angezeigt.</p><p><strong>Placements bei Adwords</strong></p><p>Sollen Keywords auch eine Anzeigenschaltung im Google-Netzwerk außerhalb der normalen Ergebnis-Liste auslösen, spricht man von Placements. Der Teil des Netzwerks über den relevante AdWords-Anzeigen geschaltet werden wird als Display-Netzwerk bezeichnet und beinhaltet tausende von Partner-Websites und <a title="App im Gründerszene Lexikon" href="https://www.gruenderszene.de/lexikon/begriffe/app">Apps</a> von Google. Das Unternehmen, das die AdWords-Anzeige schalten möchte, kann selber bestimmen, auf welchen Seiten diese geschaltet werden soll, indem es bestimmte Placements auswählt und darauf Gebote festlegt.</p><p><strong>Berechnung der Kosten von Adwords</strong></p><p>Die AdWords-Anzeigen sind kostenpflichtig und berechnen sich, indem der Inserent einen Maximalpreis bietet, den er bereit ist für einen Klick zu bezahlen. Je höher der gebotene Preis und je höher der Qualitätsfaktor, gemessen unter anderem an der <a title="Klickrate im Gründerszene Lexikon" href="https://www.gruenderszene.de/lexikon/begriffe/klickrate">Klickrate</a> des Keywords, der Relevanz des Anzeigentextes, der historischen Leistung des Keywords, desto besser ist auch die Anzeige-Position unter den Textanzeigen.</p></div></body></html>

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