Google
AdWords is an online advertising service developed by Google, where
advertisers pay to display brief advertisements, service offerings, product
listings, and video content within the Google ad network to web users. Google
AdWords' system is based partly on cookies and partly on keywords determined by
advertisers. Google uses these characteristics to place advertising copy on
pages where they think it might be relevant. Advertisers pay when users divert
their browsing to click on the advertising copy. Partner websites receive a
portion of the generated income.
AdWords has evolved into Google's
main source of revenue, contributing to Google's total advertising revenues of
USD $95.4 billion in 2017. AdWords offers services under a pay-per-click (PPC) pricing model. Although an
advanced bidding strategy can be used to automatically reach a predefined cost-per-acquisition (CPA), this should not be
confused with a true CPA pricing model.
IP address exclusion
In addition to controlling ad
placements through targeting audiences based on location and language usage, ad
placements can be refined with Internet Protocol (IP) address exclusion. This
feature enables advertisers to exclude specified IP address ranges if they do
not want their ads to appear there. Advertisers can exclude up to 500 IP
addresses per campaign.
AdWords Express
Google AdWords Express is a
feature aimed at small businesses that attempts to reduce the difficulty of
managing ad campaigns by automatically managing keywords and ad placement. AdWords
Express was previously known as Google Boost.
AdWords Express also supports
small businesses that do not have a website by allowing them to direct
customers to their Google Place page.
Google Partners
Google Partners, originally known
as Google AdWords Certification Program or Google AdWords Certification, is a
Google AdWords partner certification program. To become AdWords certified,
clients need to pass the AdWords Fundamentals exam and one of the other
Advanced AdWords exams such as Search Advertising, Display Advertising, Video
Advertising, Shopping Advertising, and Mobile Advertising. As of January 16th,
2018, certification exams moved from Google Partners to Google Academy for Ads.
It replaced Google Advertising
Professionals in April 2010, with updates ranging from amended criteria for
entries and changes to the exam requirements. The program continues to certify
consultants to help the increasing number of Google AdWords clients with AdWords
campaigns. The program contains one fundamental exam and five advanced exams.
In order to be individually
qualified, a person must pass the program exams. The AdWords qualifications
received vary based on which advance exams the individual passes. Google
Partners must continue with their best practices by engaging with ongoing
professional development. One accredited individual must be certified (two
individuals for Google Premier Partners) and a minimum spend threshold of
US$10,000 over 90 days must be maintained, with a higher spend threshold for
Google Premier Partners.
Placement-targeted advertisements (formerly
Site-Targeted Advertisements)
In 2003 Google introduced
site-targeted advertising. Using the AdWords control panel, advertisers can
enter keywords, domain names, topics, and demographic targeting preferences.
Based on this, Google places ads on relevant sites within the content network.
If domain names are targeted, Google also provides a list of related sites for
placement. Advertisers bid on a cost-per-impression (CPI) or cost-per-click
(CPC) basis for site targeting.
With placement targeting, it is
possible for an ad to take up an entire ad block instead of splitting the ad
into two to four ads. This leads to higher ad visibility for the advertiser.
The minimum cost-per-thousand
impressions bid for placement-targeted campaigns is 25 cents. There is no
minimum CPC bid.
Remarketing
Remarketing is an AdWords feature
that allows marketers to show advertisements to users that have previously
visited their website. This feature also allows marketers to create different
audience lists based on the behaviors of website visitors in order to serve
relevant ads to these segmented audiences. Remarketing
Lists for Search (RLSA) via Google Analytics became available in Google
AdWords in early June 2015, allowing for the use of standard GA remarketing
lists to plan traditional text search ads.
A more advanced subtype of
remarketing is dynamic remarketing through which advertisers can show past
visitors the specific products or services they viewed to further customize the
ad experience. This subtype is especially used by e-commerce websites that
foster a diverse range of products and services and need to have their
remarketing messages relevant to users.
While remarketing is a mainstream
practice, it remains to be perceived as an intrusive one to many users as they
might feel annoyingly stalked all over the internet. So, it is recommended for
AdWords advertisers to dive deep into optimization practices such as frequency
capping so that their remarketing efforts won't backfire and build customer
dissatisfaction and distress instead of brand awareness and sales.
Ad Extensions
Ad extensions allow advertisers
to show extra information with their ads, such as a business address, phone
number, or web page links. Ad extensions are created to improve ad visibility
and attract clicks. They appear with the Search Network, above search results,
and at time on the Display Network.
AdWords shows extensions when it
calculates that the extensions will improve the advertiser's campaign
performance, or when an ad is ranked high enough for it to appear.
Manual extensions
- · App extensions - Allow advertisers to provide a link below the ad text directing users to a mobile or tablet app.
- Call extensions - Allow advertisers to include a clickable phone number in their ads.
- Location Extensions - Allow advertisers to show their business address, phone number, and map marker.
- Review extensions - Allow advertisers to showcase positive, third-party reviews from reputable sources.
- Sitelinks extensions - Allow advertisers to add
additional links below their ads.
- Callout extensions - Allow advertisers to add additional descriptive text.
- Structured Snippet Extensions - Allow advertisers to add up to two predefined headers (product or service) like brands or degrees.
- Price Extensions - Allow advertisers to display prices for products or services.
- Click-To-Message Extensions - Allows advertisers
to connect with advertisers via SMS apps.
- Promotion Extensions - Allow advertisers to
highlight sales and promotions that a business has to offer.
Adwords creates and displays
automated extensions when the system predicts they will improve performance.
Automated extensions include:
- · Consumer Ratings
- · Seller Ratings
- · Previous Visits
- · Dynamic Sitelink Extensions
- · Dynamic Structured Snippets
Google Click-to-Call
Google Click-to-Call was a
service provided by Google which allowed users to call advertisers straight
from Google search results pages. Users entered their phone numbers and Google
would connect the call to the advertiser. Google paid for the calling charges.
The service was discontinued in 2007. For some time, similar click-to-call
functionality was available for results in Google Maps. In the Froyo release of
Google's Android operating system, certain advertisements included a very
similar functionality. In iOS, phone numbers are automatically recognized as
such. Web developers can also provide direct links to the Phone application,
providing similar functionality.
Google now offers a mobile
click-to-call function which allows searchers to call a business directly
rather than going to their website.
Google Adwords Customer Match
Due to the influence of brand
messaging on consumer purchasing habits, Google expanded Adwords to include a
Customer Match service. Customer Match allows advertisers to show ads to
customers based on data they share with Google, as well as allowing advertisers
to bid and create ads tailored to customers.
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