AdWords, What is Google AdWords

AdWords, Google’s Flagship Advertising Product

Google AdWords is Google’s flagship advertising product and main source of revenue. AdWords offers pay-per-click (PPC), cost-per-click (CPC), cost-per-thousand-impressions (CPM) and site-targeted advertising for text, banner and rich-media ads. The AdWords program includes local, national, and international distribution in most countries of the world.

Using the AdWords control panel, advertisers can enter keywords, domain names, topics, and demographic targeting preferences, and Google AdWords will place the ads on what they see as relevant sites within their content network.

AdWords Features

Google’s text advertisements are short, consisting of one headline of 25 characters and two additional text lines of 35 characters each. Image ads can be one of several different Interactive Advertising Bureau (IAB) standard sizes.

Ads appear alongside or above Google search results, in sections marked “Sponsored links”, as well as on other partner websites. Your ads can appear on a desktop computer, tablet or mobile phone.

Advertise Your Business On Google

AdWords Method: Create Your Ads

Using AdWords is relatively simple. After choosing your keywords, which are words or phrases related to your business, you create ads based on those keywords.

The correct choice of keywords is very important because the targeting of ads by Google is totally dependent upon the keyword selection. Keyword choice is a very large factor in determining the level of exposure the Google ad receives, who sees the ad and its potential profitability.

When people search on Google using one of your selected keywords, your ad may appear next to their search results. The likelihood of your ad appearing depends upon you winning the keyword auction.

If people like your ad they can simply click your ad to be taken to your squeeze page. AdWords display advertising lets you:

Create all types of ads, text, image, interactive and video ads.
Place those ads on websites that are relevant to what you’re selling.
Show those ads to the people that are likely to be most interested.
Manage and track your budget, campaigns and results as you go.

Adwords Capping

While one of the benefits of the Google Display Network is the variety of channels and options, certain placements and categories of websites might not be relevant for your ads.

Do you need to prevent you campaigns appearing at certain Internet Protocol (IP) addresses, if so, us the AdWords IP Address Exclusion feature. Geographic location-based exclusion is also offered, as well as several other methods for improving your aim when targeting your selected audience. Continue…

AdWords IP Address Exclusion

The AdWords IP address exclusion feature enables advertisers to specify IP address ranges where they don’t want their ads to appear. Up to 100 IP addresses, or ranges of addresses, can be excluded per campaign.

Why Exclude by IP Address

Here are some reasons you’d want to exclude by IP address:

Exclude your competitors’ IP addresses.
Limit unwanted impressions and clicks from your company’s network.

AdWords Geographic Location Exclusion

Targeting where your ads should appear is important, but targeting where they should not appear could be just as crucial to your campaign’s success.

AdWords location exclusion, will prevent your ad from showing in targeted locations, such as a region within a country, or a city within a state. This prevents your ad from showing to people who are not your target clientele.

Why Exclude a Geographic Location

The main reason to exclude geographic targeted locations:

You may not ship to this location.
You may prefer not to provide a service to this region.
Special promotions may be limited to targeted areas.

AdWords Site Placement and Categories Exclusion

Showing your ads in the right place at the right time can be crucial for the success of your advertising. Site placement and category exclusions can prevent your ads from being show out of context, at the wrong time or to the wrong audience.

Site placement and categories exclusion can apply to individual websites or categories of websites.

Why Exclude Site Placement and Categories

Here are some reasons why you might want to use site placement and categories exclusion:

Avoid advertising on sites your target audience don’t visit.
Filter site types that aren’t appropriate for your audience or ads.

Note: You don’t need to exclude a site outside the target region for your ad. Your ad will be shown only to visitors located in the regions you’ve targeted.

AdWords Frequency Capping

If you wish to limit the number of times ads appear to the same unique user, then you need to apply AdWords frequency capping. This technique limits the number of times ads appear to the same unique user on the Google Content Network. It doesn’t apply to the Search Network. With frequency capping enabled for a campaign, simply specify the number of impressions allowed per day, week, or month for an individual user. The cap can be configured to apply to each ad, ad group, or campaign.

AdWords Distribution

All AdWords ads are eligible to be shown on www.google.com, the “search network”. Advertisers also have the option of enabling their ads to show on Google’s partner networks. The “Google Display Network” (GDN) shows AdWords ads on sites that are not search engines.

AdSense vs. AdWords

AdSense is used by website owners (publishers) who wish to make money by displaying ads on their websites.

AdWords offers pay-per-click (PPC), cost-per-click (CPC), cost-per-thousand-impressions (CPM) and site-targeted advertising for text, banner and rich-media ads to advertisers.

AdSense publishers may select channels to help direct Google’s ad placements on their pages, to increase performance of their ad units.

AdWords advertisers may control their ad placements using features such as IP Address Exclusion, Geographic location-based exclusion, as well as several other methods to improve targeting of selected audiences.

AdWords Competitors

Google AdWords’ main competitors are Yahoo! Search Marketing and Microsoft adCenter. In 2010, Yahoo formed a partnership with Microsoft, giving Microsoft the control over powering the Yahoo search marketing ads. Both accounts are now run through Microsoft AdCenter. When ads are displayed on Yahoo now, it is powered by Microsoft AdCenter and is run through the Microsoft software interface.

AdWords Account Management

To help clients with the complexity of building and managing AdWords accounts Google provides account management software, called AdWords Editor. AdWords Editor is a free, downloadable, Google application for managing your AdWords campaigns.