What is Google AdWords?
With Google AdWords, you can 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.
AdWords ads are displayed along with search results when someone searches Google using one of your keywords. 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 content sites in the growing Google Network. And, you can choose the exact content 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.
There's no minimum monthly charge with AdWords -- just a nominal activation fee.
AdWords ads are displayed along with search results when someone searches Google using one of your keywords. 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 content sites in the growing Google Network. And, you can choose the exact content 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.
There's no minimum monthly charge with AdWords -- just a nominal activation fee.
What basic terminology should I know?
We realize that certain AdWords terms and abbreviations may not be familiar to all of our advertisers. To make things easier, we've created a full AdWords glossary.
Here are a few of the most common terms you'll see:
Keyword The keywords you choose are the terms or phrases you want to 'trigger' your ad to appear. For example, if you deliver fresh flowers, you can use 'fresh flower delivery' as a keyword in your AdWords campaign. When a Google user enters 'fresh flower delivery' in a Google search, your ad could appear next to the search results.
Placement Like keywords, placements are another way for you to control where your ads appear. A placement is usually a website where you'd like your ad to appear. For example, if you select www.example.com/sports as a placement, your ad could appear on that site.
Campaign & Ad Group AdWords accounts are organized into campaigns and ad groups. You start with one campaign, which has its own daily budget and targeting preferences. You can have multiple campaigns running and might choose to create one campaign for each product or service you want to advertise. Within each campaign, you have one or more ad groups, which are sets of related ads, keywords, and placements.
Impression (Impr.) The number of impressions is the number of times an ad is displayed on Google or the Google Network. Monitor your impressions to see how many people your ad is shown to.
Click If a customer sees your ad and clicks on it to learn more or to do business with you, it is recorded in your account as a click. Monitor your clicks to see how many people choose to enter your website from your ad.
Cost-per-click (CPC) You choose the maximum amount you're willing to pay each time a user clicks on your ad. This is called your maximum cost-per-click (or max CPC) bid. Your CPC bid also helps determine how often your ad can appear and its ranking on the page.
Cost-per-thousand impressions (CPM) with some campaigns, you can choose to pay for views of your ad rather than clicks. The maximum CPM is the most you're willing to pay for each thousand impressions, or views of your ad. CPM bidding is only available for campaigns that target the content network and not Google search or search partner sites.
Here are a few of the most common terms you'll see:
Keyword The keywords you choose are the terms or phrases you want to 'trigger' your ad to appear. For example, if you deliver fresh flowers, you can use 'fresh flower delivery' as a keyword in your AdWords campaign. When a Google user enters 'fresh flower delivery' in a Google search, your ad could appear next to the search results.
Placement Like keywords, placements are another way for you to control where your ads appear. A placement is usually a website where you'd like your ad to appear. For example, if you select www.example.com/sports as a placement, your ad could appear on that site.
Campaign & Ad Group AdWords accounts are organized into campaigns and ad groups. You start with one campaign, which has its own daily budget and targeting preferences. You can have multiple campaigns running and might choose to create one campaign for each product or service you want to advertise. Within each campaign, you have one or more ad groups, which are sets of related ads, keywords, and placements.
Impression (Impr.) The number of impressions is the number of times an ad is displayed on Google or the Google Network. Monitor your impressions to see how many people your ad is shown to.
Click If a customer sees your ad and clicks on it to learn more or to do business with you, it is recorded in your account as a click. Monitor your clicks to see how many people choose to enter your website from your ad.
Cost-per-click (CPC) You choose the maximum amount you're willing to pay each time a user clicks on your ad. This is called your maximum cost-per-click (or max CPC) bid. Your CPC bid also helps determine how often your ad can appear and its ranking on the page.
Cost-per-thousand impressions (CPM) with some campaigns, you can choose to pay for views of your ad rather than clicks. The maximum CPM is the most you're willing to pay for each thousand impressions, or views of your ad. CPM bidding is only available for campaigns that target the content network and not Google search or search partner sites.
When do my ads start running ?
Your ads can begin running once you've done three things:
Sign up for an AdWords account.
Create your first campaign.
Submit your billing information.
Your ads will normally appear on Google within a few minutes after we've received your payment information. The timing depends on the payment method you choose: With credit card billing, your ads can run immediately. With bank transfer, your ads won't run until the first payment arrives. You may notice that your ads appear on Google before appearing on Google partner sites. This is because all ads appearing on our partner sites must be reviewed for compliance with our advertising policies before they can run.
Sign up for an AdWords account.
Create your first campaign.
Submit your billing information.
Your ads will normally appear on Google within a few minutes after we've received your payment information. The timing depends on the payment method you choose: With credit card billing, your ads can run immediately. With bank transfer, your ads won't run until the first payment arrives. You may notice that your ads appear on Google before appearing on Google partner sites. This is because all ads appearing on our partner sites must be reviewed for compliance with our advertising policies before they can run.
Where will my ads appear?
Ads with keywords Ads from ad groups with keywords can appear on Google and the Google Network:
The Google Network: Search and content websites, plus other products and blogs. The Google Network is the largest advertising network available online, reaching over 86% of Internet users worldwide. You can be certain that your ads reach your target audience with Google AdWords.
The search network Your ads may appear alongside or above search results, as part of a results page as a user navigates through a site's directory, or on other relevant search pages. Our global search network includes Google Product Search and Google Groups and the following entities:
Ads on the content network AdWords ads on content sites are targeted to the content and URL of each page. In the screenshot below you can see how the ads are displayed on a content page and that the ads are directly relevant to the content of the page.
Google's Gmail service, which is part of the content network, also displays AdWords ads. Gmail ads are placed by Google computers using the same automated process that matches relevant AdWords ads to web pages and newsletters. If our automatic filters detect that the topic of the email is sensitive, no ads are shown. Here you can see how the ads relate to the discussion in the email:
Ads with placements Placements are an optional addition to, or an alternative to, keyword targeting. You can select individual websites or other placements in the Google content network where you'd like your ads to appear, and those placements can help determine where your add appears on the content network. (Placements don't affect the search network.)
Ad Words technology ensures that your ads appear in the most relevant locations across the Web so that customers find you. Learn more about advertising publishers within your industry.
The Google Network: Search and content websites, plus other products and blogs. The Google Network is the largest advertising network available online, reaching over 86% of Internet users worldwide. You can be certain that your ads reach your target audience with Google AdWords.
The search network Your ads may appear alongside or above search results, as part of a results page as a user navigates through a site's directory, or on other relevant search pages. Our global search network includes Google Product Search and Google Groups and the following entities:
Ads on the content network AdWords ads on content sites are targeted to the content and URL of each page. In the screenshot below you can see how the ads are displayed on a content page and that the ads are directly relevant to the content of the page.
Google's Gmail service, which is part of the content network, also displays AdWords ads. Gmail ads are placed by Google computers using the same automated process that matches relevant AdWords ads to web pages and newsletters. If our automatic filters detect that the topic of the email is sensitive, no ads are shown. Here you can see how the ads relate to the discussion in the email:
Ads with placements Placements are an optional addition to, or an alternative to, keyword targeting. You can select individual websites or other placements in the Google content network where you'd like your ads to appear, and those placements can help determine where your add appears on the content network. (Placements don't affect the search network.)
Ad Words technology ensures that your ads appear in the most relevant locations across the Web so that customers find you. Learn more about advertising publishers within your industry.
If I'm new to online advertising, where do I even begin?
Before anything else, you'll want to establish your advertising goals. You'll probably find it easier to build your keyword list and organize your keywords into different ad groups, each catering to a specific goal, once you can answer these questions:
1. What does your company (or division) do? Do you have different product lines? What are they?
2. Who's your primary audience (target market) for your products and services? Do you need to reach different audiences with separate sets of keywords or ads?
3. What are you trying to sell or promote? What do you want people to do (buy, visit, download, subscribe)?
4. What results would you like to see? What would you consider a good return on your investment?
1. What does your company (or division) do? Do you have different product lines? What are they?
2. Who's your primary audience (target market) for your products and services? Do you need to reach different audiences with separate sets of keywords or ads?
3. What are you trying to sell or promote? What do you want people to do (buy, visit, download, subscribe)?
4. What results would you like to see? What would you consider a good return on your investment?
How are ads ranked?
Ads are positioned on search and content pages based on their Ad Rank. The ad with the highest Ad Rank appears in the first position, and so on down the page.
Ad Rank formulas
The criteria determining Ad Rank differ for your keyword-targeted ads depending on whether they're appearing on Google and the search network or on the content network. There's also a third set of criteria determining whether a placement-targeted ad will show on a given content page. Click the links below to see the Ad Rank formula for each scenario.
Keyword-targeted ads on Google and the search network
Keyword-targeted ads on the content network
Placement-targeted ads on the content network
Keyword-targeted ads on Google and the search network
Keyword-targeted ads on the content network
Placement-targeted ads on the content network
Improving Your Ranking
Having relevant keywords and ad text, a strong CTR on Google, and a high CPC bid will result in a higher position for your ad. Because this ranking system rewards well-targeted, relevant ads, you can't be locked out of the top position as you would be in a ranking system based solely on price. Also, the AdWords Discounter monitors your competition and automatically reduces your actual CPC so you pay the lowest price possible for your ad's position on the page.
Here are some resources for improving your Quality Score and ad ranking:
Optimization Tips: Visit our Optimization Tips page to learn more about account optimization, including how to maximize performance for your keyword-targeted ad and improve your ad's position without having to raise your bid.
Traffic Estimator: Use our Traffic Estimator to see how changing your CPC bid can affect the ad position of your keywords on Google and the search network.
Content Bids: Use content bids to better control your ad position on the content network.
Here are some resources for improving your Quality Score and ad ranking:
Optimization Tips: Visit our Optimization Tips page to learn more about account optimization, including how to maximize performance for your keyword-targeted ad and improve your ad's position without having to raise your bid.
Traffic Estimator: Use our Traffic Estimator to see how changing your CPC bid can affect the ad position of your keywords on Google and the search network.
Content Bids: Use content bids to better control your ad position on the content network.
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