Google AdWords is an online advertising service that places advertising copy at the top, bottom, or beside, the list of search results Google displays for a particular search query. The choice and placement of the ads is based in part on a proprietary determination of the relevance of the search query to the advertising copy. AdWords has evolved into Google’s main source of revenue. AdWords offers pay-per-click (PPC), that is, cost-per-click (CPC) advertising, cost-per-thousand-impressions or cost per mille (CPM) advertising, site-targeted advertising for text, banner, and rich-media ads, and remarketing.
The AdWords program includes local, national, and international distribution. Google’s text advertisements are short, consisting of one headline of 25 characters, two additional text lines of 35 characters each, and a display URL of 35 characters. Image ads can be one of several different Interactive Advertising Bureau (IAB) standard sizes. Sales and support for Google’s AdWords division in the United States is based in Mountain View, California, with major secondary offices in Ann Arbor, Michigan and New York.
In addition to controlling ad placements through location and language targeting, placements can be refined with Internet Protocol (IP) address exclusion. This feature enables advertisers to exclude specified IP address ranges where they don’t want their ads to appear. All ads in the campaign are prevented from showing for users with the IP addresses specified. Location-based exclusion is also offered as a method of narrowing targeted users.
Google AdWords Express is a feature aimed at small businesses that reduces the difficulty of managing an ad campaign by automatically managing keywords and ad placement. AdWords Express was previously known as Google Boost. AdWords Express also supports small business that don’t have a website, allowing them to direct customers to their place page.
In 2003 Google introduced site-targeted advertising. Using the AdWords control panel, advertisers can enter keywords, domain names, topics, and demographic targeting preferences, and Google places the ads on what they see as relevant sites within their content network. If domain names are targeted, Google also provides a list of related sites for placement. Advertisers bid on a cost-per-impression (CPM) or cost-per-click (CPC) basis for site targeting. With placement targeting, it is possible for an ad to take up the entire ad block rather than have the ad block split into 2 to 4 ads, resulting in higher visibility for the advertiser. The minimum cost-per-thousand impressions bid for placement-targeted campaigns is 25 cents.There is no minimum CPC bid, however.
Remarketing is an AdWords feature that allows you to show ads to those that have already been to your website. To start using remarketing, add the remarketing tag (a small snippet of code that you get from AdWords) across all pages on your site. Many sites have a single footer for all pages where you can place your remarketing tag for use throughout your site. Once you’ve added the remarketing tag to your site, you can create remarketing lists for any of your webpages. For example, you could create a remarketing list for visitors to your most popular product category. The remarketing tag tells AdWords to save visitor from that page of your website to your “Popular category list.” You can then create a new campaign that targets this list of previous visitors.
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