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Learn AdWords - The Ultimate Guide


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Google launched their international advertisement distribution product AdWords in 2000, and it now provides the search engine with its greatest revenue. AdWords enables companies to display their adverts, (known as ‘creatives’ by Google) no matter what their budget. Companies submit their ads and choose related keywords and phrases related to their business, so that when people enter these keywords into the Google search engine, their ad appears as a sponsored link at the top of a page or to the right-hand side. The prominence of such ads attracts potential customers.

The AdWords customer has total control over their advertisements. They can be edited and displayed in a variety of formats, and may even be targeted to particular languages or geographic locations.

AdWords consists of pay-per-click (PPC) advertising and site-targeted advertising. With pay-per-click advertising, companies outline the keywords that should activate their ads and how much they are willing to pay each time a person clicks on them (there is no minimum spending requirements). When a user enters any specified keywords on Google's search engine, the relevant advertisements are displayed as ‘sponsored links’. The ranking of listings is dependent on how much a company is paying per click (PPC), and an ad's ‘quality score’ is also taken into account in the ordering of listings. This is based on previous ‘click’ rates and also the frequency of keywords within an advertisement. Companies are only charged each time someone clicks on their ads.

Site-targeted advertising (known as placement targeting since 2005) was introduced by Google in 2003. Through AdWords, companies enter keywords relevant to their advertising campaign, and Google then places these adverts in the most relevant sub sections within a site (hence the name placement targeting). Advertisers must bid on a ‘cost per impression’ (CPM) basis, and this reflects the worth and cost of a specific marketing campaign. Such advertising is usually reserved for branding campaigns, as the return on investment is lower than PPC advertising. However, any ad will occupy an entire ad block rather than being 1 of 4, and this is good for branding campaigns.

All AdWords ads are eligible to be shown on Google, and customers also have the option of showing their ads on Google's partner networks. These include AOL, and Netscape.

Google has an help centre to assist customers with the technicalities of AdWords. This covers everything, from how and why AdWords works, to costs and payment; general account information; targeting ads; monitoring performance and ad quality and performance. Each section consists of extensive FAQ's, and a customer should be able to find the answer to whatever they need clarifying. The AdWords help centre is also available in many different languages, which is helpful. .

Such is the complexity of AdWords, Google launched the Google Advertising Professional (GAP) Program in 2005. This program awards individuals and companies who have completed AdWords training and to gain the award they must pass an exam. However, some companies and individuals simply struggle with the complexities of AdWords and hire a consultant instead to manage their advertising campaigns.

If you want to go into more detail and learn AdWords or other pay per click networks visit today.


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