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Company, Web Designers, South Africa, Cape Town,
Johannesburg, Durban.
GOOGLE ADWORDS
Google Adwords, information and definitions via the
internet:
GOOGLE ADWORDS
What is Google Adwords?
Google Adwords is a service that lets you create and
run ads for your business, quickly and simply. Run
your ads on Google and our advertising network -- no
matter what your budget, you'll only pay when people
click your ads.
If you've ever searched on Google and seen a column
of sponsored links just to the right of your search
results, that's Google Adwords. It is separate from
our search rankings, and lets businesses advertise
to just the people they want to reach.
Advertisers choose a few search terms related to
their business, plus a daily budget and the amount
they are willing to pay when someone clicks. When
customers search one of the terms or keywords, their
ads may appear next to the search results.
In the Google Online Marketing Challenge students
will be creating effective, well-structured Google
Adwords campaigns to drive traffic to their selected
business’ website.
GOOGLE ADWORDS
More on what is Google Adwords?
Google Adwords is Google's main advertising product
and main source of revenue. Google's total
advertising revenues were USD$28 billion in 2010.
Google Adwords offers pay-per-click (PPC)
advertising, cost-per-thousand (CPM) advertising,
and site-targeted advertising for text, banner, and
rich-media ads. The Google Adwords program includes
local, national, and international distribution.
Google's text advertisements are short, consisting
of one headline consisting of 25 characters and two
additional text lines consisting of 35 characters
each. Image ads can be one of several different
Interactive Advertising Bureau (IAB) standard sizes.
GOOGLE ADWORDS
How Google Adwords works?
Google Adwords ads are displayed along with search
results when someone searches Google using one of
your keywords. Ads appear under 'Sponsored links' in
the side column of a search page, and may also
appear in additional positions above the free search
results. That way, you'll be advertising to an
audience that's already interested in your business.
You can also choose to display your ads on Display
Network sites in the growing Google Network. And,
you can choose the exact Display Network placements
where you'd like your ad to appear, or you can let
contextual targeting match your keywords to content.
You can choose from a variety of ad formats,
including text, image, and video ads, and easily
track your ad performance using the reports
available in your account.
GOOGLE ADWORDS
How much do Google Adwords Cost?
Your costs depend on your business location and how
many customers you're trying to reach.
Here are a few basic things to consider when trying
to asses the cost of your Google Adwords campaign.
Set your budget
* There's no minimum spending requirement.
* You set the limit on how much you're willing to
spend each day.
* You specify how much you're willing to pay per
click or per impression.
Pay only for results
* Choose to pay only for clicks on your ads (with
cost-per-click bidding) or only for impressions your
ads receive (with cost-per-thousand-impressions
bidding).
After you set the framework for costs and get your
campaign started, you know you'll stick within your
budget. From there, you can access your account at
any time to adjust ad text, keywords, placements,
campaign settings, cost-per-click (CPC) bids, and
daily budget to make sure you get the most for your
money.
GOOGLE ADWORDS
Google Adwords Features:
In addition to controlling ad placements through
methods such as location and language targeting, ad
targeting can be refined with Internet Protocol (IP)
address exclusion. This feature enables advertisers
to specify IP address ranges where they don't want
their ads to appear.
Up to 20 IP addresses, or ranges of addresses, can
be excluded per campaign. 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.
Frequency capping 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. If
frequency capping is enabled for a campaign, a limit
must be specified as to 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.
GOOGLE ADWORDS
Google Adwords allowed keywords:
Google has also come under fire for allowing Google
Adwords advertisers to bid on trademarked keywords.
In 2004, Google started allowing advertisers to bid
on a wide variety of search terms in the US and
Canada, including the trademarks of their
competitors and in May 2008 expanded this policy to
the UK and Ireland. Advertisers are restricted from
using other companies' trademarks in their
advertisement text if the trademark has been
registered with Advertising Legal Support team.
Google does, however, require certification to run
regulated keywords, such as those related to
pharmaceuticals keywords, and some keywords, such as
those related to hacking, are not allowed at all.
These restrictions may vary by location. From June
2007, Google banned Adwords adverts for student
essay writing services, a move which was welcomed by
universities.
Google has other restrictions, for example the
advertising of a book was restricted from
advertising on Google Adwords because it contained
another websites name in its title — the rationale
being that it was prohibited from advertising a book
which used a trademarked name in its title.
GOOGLE ADWORDS
Google Adwords history:
The original idea was invented by Bill Gross. Google
wanted to buy the idea but a deal could not be
reached. Not wanting to give up on this form of
advertisement, the company launched its own
solution, Adwords in 2000. Adwords followed a model
that was significantly similar to Bill Gross'
creation which led to legal action between the two
parties. Eventually the dispute was settled out of
court.
At first Google Adwords advertisers would pay a
monthly amount, and Google would then set up and
manage their campaign. To accommodate small
businesses and those who wanted to manage their own
campaigns, Google soon introduced the Google Adwords
self-service portal. Starting in 2005 Google
provided a campaign management service called
Jumpstart to assist advertisers in setting up their
campaigns. However, this service is no longer
available, so companies needing assistance must hire
a third-party service provider.
In 2005, Google launched the Google Advertising
Professional (GAP) Program to certify individuals
and companies who completed Google Adwords training
and passed an exam. Due to the complexity of Google
Adwords and the amount of money at stake, some
advertisers hire a consultant to manage their
campaigns.
In 2008, Google launched the Google Online Marketing
Challenge, an in-class academic exercise for
tertiary students. Over 8,000 students from 47
countries participated in the 2008 Challenge and
over 10,000 students from 58 countries took part in
2009. The Challenge runs annually, roughly from
January to June.
In 2009, Google revised the Google Adwords
interface, introduced Local Business Ads for Google
Maps and Video Ads.
GOOGLE ADWORDS |
