How does Google decide ...

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For the AdWords experts and practitioners,

How does Google decide what AdWords ads to show with organic search results when no one has bid on the keyword phrase that was searched? For example, if no one bids on "how to paint widgets" on AdWords, how does G decide what ads to show when someone does search for "how to paint widgets"?

Also, if only one person bids on AdWords for "how to paint widgets", does G show only that one ad or does G grab other ads from similar keyword phrases and show them also? If this is the case, which ad would show first, the ad for the keyword phrase that was bid on and searched for or one of the ads from another related keyword phrase?

Thanks!
#search engine optimization #adwords #decide #google
  • I don't believe any Adwords ads are shown if no one is targeting it through Adwords. You bid higher to be ranked higher among the results.
  • If nobody bid on the term, there are no ads. Google is not going to make people pay to advertise in places they didn't want to be.
    • [1] reply
    • Thanks DB and Mike.

      I thought the same thing, but G says that 25% (I believe this is correct) of all searches search keywords that have never been used before. Also, it is very rare when I search for something that there are not any AdWords ads.

      I am having a hard time believing that G shows AdWords ads only when the same exact keywords are searched.
      • [1] reply
  • If no one had bid on "how to paint widgets" but someone had bid on paint or widgets then these ads would show.

    When inserting keywords in Google Adwords you indicate whether the bid is for an exact match of the phrase, a phrase match or the words in any order.

    There is more info at https://support.google.com/adwords/a...97836?hl=en-GB
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    How does Google decide ...

    For the AdWords experts and practitioners, How does Google decide what AdWords ads to show with organic search results when no one has bid on the keyword phrase that was searched? For example, if no one bids on "how to paint widgets" on AdWords, how does G decide what ads to show when someone does search for "how to paint widgets"?