Google ADWords

AdWords is Google's flagship advertising product and main source of revenue ($16.4 billion in 2007). AdWords offers pay-per-click (PPC) advertising, and site-targeted advertising for both text and banner ads. The AdWords program includes local, national, and international distribution. Google's text advertisements are short, consisting of one title line and two content text lines. Image ads can be one of several different Interactive Advertising Bureau (IAB) standard sizes.

Google's AdWords division is based in Ann Arbor, Michigan, the company's third-largest facility behind its Mountain View, California, headquarters and New York City office.

Pay-Per-Click advertisements (PPC)

Advertisers specify the words that should trigger their ads and the maximum amount they are willing to pay per click. When a user searches Google's search engine on www.google.com (or the relevant local/national google server [e.g. www.google.fr for France]), ads (also known as creatives by Google) for relevant words are shown as "sponsored links" on the right side of the screen, and sometimes above the main search results.

Site targeted advertisements

In 2003 Google introduced site-targeted advertising. Using the AdWords control panel, advertisers can enter keywords of interest, and Google offers to place ads on what they claim are relevant sites within their content network. Advertisers then bid on a cost per impression (CPM) basis for placement. Advertisers can also enter domains directly. Google will provide a list of related sites that you can select along with your entered site.

AdWords distribution

All AdWords ads are eligible to be shown on www.google.com. Advertisers also have the option of enabling their ads to show on Google's partner networks. The "search network" includes AOL search, Ask.com, and Netscape. Like www.google.com, these search engines show AdWords ads in response to user searches.

The "content network" shows AdWords ads on sites that are not search engines. These content network sites are those that use AdSense, the other side of the Google advertising model. AdSense is used by publishers who wish to bring traffic to their websites. Click through rates on the content network are typically much lower than those on the search network and are therefore ignored when calculating an advertiser's quality score.

Google automatically determines the subject of pages and displays relevant ads based on the advertisers' keyword lists. AdSense publishers may select channels to help direct Google's ad placements on their pages, to better track performance of their ad units. There are many different types of ads you can run across Google's network, including text ads, image ads (banner ads), local business ads, mobile text ads, and in-page video ads.

AdWords Account Management

To help clients with the complexity of building and managing AdWords accounts search engine marketing agencies and consultants offer account management as a business service. This has allowed organizations without advertising expertise to reach a global, online audience. Google has started the Google Advertising Professionals program to certify agencies and consultants who have met specific qualifications and passed an exam.[5]. Google also provides account management software, called AdWords Editor

Click-to-Call

Google Click-to-Call is a service provided by Google which allows users to call advertisers from Google search results pages. Users enter their phone number, Google calls them back and connects to the advertiser. Calling charges are paid by Google.

Search Google

Advertise your business on Google

No matter what your budget, you can display your ads on Google and our advertising network. Pay only if people click your ads.

You create your ads
You create ads and choose keywords, which are words or phrases related to your business.

Get keyword ideas

Your ads appear on Google

When people search on Google using one of your keywords, your ad may appear next to the search results. Now you are advertising to an audience that is already interested in you.

You attract customers
People can simply click on your ad to make a purchase or learn more about you. You don't even need a webpage to get started - Google will help you create one for free. It is as simple as that!

Google AdWords offers you:

Targeted reach
Now you can advertise to people searching on Google. Even if you already appear in Google's search results, AdWords can help you target new audiences on Google and our advertising network.

Greater control
You can edit your ads and adjust your budget until you obtain the results that you want. You can also display a variety of ad formats and even target your ads to specific languages and geographic locations.

Measurable value
There is no minimum spending requirement or time commitment. And with the cost-per-click option, you are only charged if people click your ads. This means that every pound of your budget goes toward bringing new prospects to you.

Concerned about costs? Do not worry—AdWords puts you in complete control of your spending.

Set your budget
There is no minimum spending requirement; the amount that you pay for AdWords is completely up to you. You can, for instance, set a daily budget of five dollars and a maximum cost of ten cents for each click on your ad.

Avoid guesswork
We provide keyword traffic and cost estimates so that you can make informed decisions about choosing keywords and maximising your budget. (Estimate keyword costs)

Pay only for results
You are charged only if someone clicks your ad, not when your ad is displayed.

Payment options vary by country and currency. Learn more

Local and regional targeting
Set your ads to appear only to people searching in a particular region. Now it is easy to target online customers within, say, 25 miles of your front door. Learn more

Local business ads
Get noticed on Google Maps. People searching for information related to your business will see your location, contact information and an image of your choice highlighted on a map of your area.

Here's how other advertisers reached their business goals using Google AdWords:

Linkword Languages
Linkword Languages grows from a part-time academic venture to a full-time business through Google AdWords. More...

YOODOO
YOODOO uses AdWords and Analytics to establish itself as a major force in the online greeting card market. More...

WarmFloors
WarmFloors achieves record return on investment off the back of their move to AdWords. More...

Google ADWords Glossary

Account Activation Account Creation Account Performance Action Name Activation Fee Activity Actual cost-per-click (CPC) Ad Delivery Ad Group Adjustment - Click Quality Ad Placement Ad ranking/Positioning Ad Scheduling Ads Diagnostic Tool Ad Served Percentage (%) Ad Serving Ad Variations Advertising Costs AdWords Discounter Affiliate Approval Status Approval Status_ Disapproved Average Cost per Click (Avg. CPC) Average Position (Avg. Pos.) Average value Balance Due Balance Remaining row Billing Email Address Billing threshold Business Address Campaign Campaign Negative Keywords Campaign Template Card Verification Number (CVN) Chance to Beat All Chance to Beat Original Channel Channel account Channel campaign Charges Click Click-through Rate (CTR) Combination Content Provider Contextual Advertising Control Center Conversion Conversion Page Conversion Rate Conversion Rate Range Conversions / Visitors Conversion Tracking Conversion Types Cost / Conversion Cost per action (CPA) Cost / Transaction CPC CPM Customer ID Daily budget Daily Budget Destination URL Disapproved Ads Page Display URL Distribution Preference Domain Double Serving Editorial Guidelines End Date Exception request Experiment Frequency Funds Remaining Geo-Targeting Gmail Google Account Google AdSense Google AdWords Google Content Network Google Network Google Search Network Image Ads Impression Impression Share Impressions Per Day Invalid Clicks InVideo Ad (In-stream Video Ad) Invoice Adjustment Invoiced Amount IP Address IRF Tax Keyword Keyword Insertion Keyword Matching Options Keyword State - Active Keyword State - Inactive for Search Keyword Status Keyword Tool Landing Page Landing Page Quality Local business ad Maximum Cost-Per-Click Maximum CPM bid Minimum CPC bid Mobile Image Ads Mobile Text Ads Multivariate testing My Change History Observed Improvement # of Conversions Opening Image Optimisation Original page Outstanding Balance Overdelivery Credit Pacific Time (PST or PDT) Page Sections Pay-per-click (PPC) Percentage of Visitors Placement Position Preference Quality Based Minimum Bids Quality Score Column Quality Score for Google and the search network Quality Score for the content network Reach Recommended Daily Budget Relevance Return on Investment (ROI) Search Total Section Relevance Rating Service Adjustment Share of Voice Standard Edition Starter Edition Starting Page Test Page Text Ad Time Zone Total value Tracking URLs Trademark Traffic Estimator Transaction Unique user URL - (Uniform Resource Locator) Value / Click Value / Cost Variations Video Ad Format - Click-to-Play Video Ad Video Ad Format - Companion Ad Unit for Video Video Ad Format, InVideo: Text Overlay Ad for Video Video Stream (Embedded) Video Units What is a client manager? What is 'unacceptable content'? Zero impression keywords

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