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 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 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.
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.
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 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.
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.