Google AdWords is an online advertising service developed by Google, where advertisers pay to show short ads, service offers, product lists, and video content within Google's advertising network for web users. The Google AdWords system is based in part on cookies and partly on keywords that are determined by the advertiser. Google uses these characteristics to place ad copies on pages that they think may be relevant. Advertisers pay when users switch their browsing to click on an ad copy. Partner websites receive a portion of the revenue generated.
AdWords has evolved into Google's main revenue source, contributing to Google's total advertising revenue of USD $ 95.4 billion by 2017. AdWords offers services under the pay-per-click (PPC) pricing model. Although advanced bidding strategies can be used to automatically achieve a specified cost-per-acquisition (CPA), this should not be confused with the correct CPA pricing model.
The AdWords program includes local, national, and international distribution. Google text ads are short, consist of two titles with each maximum 30 characters, description with maximum of 80 characters, and a display URL of 40 characters. This is called an AdWords expanded Text Ad. It mimics what looks like the average search result on Google. Image ads can be one of several different standard sizes set by the Interactive Advertising Bureau (IAB). In May 2016, Google announced ad formatting to help consumers and advertisers succeed in a mobile-prime world. The new format, called Expanded Text Ads, allows for 23% more text. This new format is available on the Google Search Network and the Google Display network. It displays two titles with 30 characters each, replacing the standard one title with 30 characters. The display URL has been replaced by two 15 character paths, excluding the root domain.
Sales and support for Google's AdWords division in the United States is based in Mountain View, California, with major secondary offices in Hyderabad, Dublin, Singapore, Ann Arbor and New York City. The third largest US facility is Googleplex, Google's headquarters, located in Mountain View, California. Google AdWords techniques are based in the Googleplex, with major secondary offices in Los Angeles and New York.
Until June 2018, Google earned 86% of its revenue from ad inventory trading through AdWords, DoubleClick AdExchange, and DoubleClick Bid Manager, among others.
Video AdWords
Features and services
IP address exclusion
In addition to controlling the placement of ads through targeting audiences based on location and language usage, ad placement can be enhanced with the exception of Internet Protocol (IP) addresses. This feature allows advertisers to exclude a specific range of IP addresses 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 intended for small businesses that seek to reduce the difficulty of managing ad campaigns by managing keywords and ad placements automatically. AdWords Express was formerly known as Google Boost.
AdWords Express also supports small businesses that do not have websites by allowing them to direct customers to their Google Place page.
Google Partners
Google Partners , originally known as the Google AdWords Certification Program or Google AdWords Certification, is a Google AdWords partner certification program. To become AdWords certified, a client must 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. Starting January 16, 2018, certification exams are moved from Google Partners to Google Academy for Ads.
This replaces Google Advertising Professionals in April 2010, with updates ranging from modified criteria for entry and exam requirements changes. The program continues to certify consultants to help increase the number of Google AdWords clients with AdWords campaigns. This program contains one basic exam and five advanced exams.
In order to qualify individually, a person must pass a program exam. The accepted AdWords qualifications vary based on which individual exams pass the individual. Google Partners should continue to best practice by engaging with ongoing professional development. An accredited individual must be certified (two individuals for Google Premier Partner) and a minimum spend threshold of US $ 10,000 for 90 days must be maintained, with a higher spend threshold for Google Premier Partners.
Placement-targeted ads (formerly Site-targeted Ads)
In 2003, Google introduced site-targeted ads. By 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 the domain name is 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 all blocks of advertising instead of splitting ads into two to four ads. This leads to higher ad visibility for advertisers.
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 ads to users who have previously visited their website. This feature also allows marketers to create different audience lists based on the behavior of website visitors to deliver relevant ads to this segment audience. Remarketing Lists for Search (RLSA) through Google Analytics is available in Google AdWords in early June 2015, enabling the use of standard GA remarketing lists to plan plain text search ads.
A more sophisticated remarketing sub-type is dynamic remarketing where advertisers can show previous visitors the particular product or service they see to further customize the ad experience. This subtype is primarily used by ecommerce websites that cultivate diverse products and services and need to have remarketing messages relevant to users.
While remarketing is a prime practice, it is still regarded as a nuisance to many users as they may be annoyed across the internet. So it's advisable for AdWords advertisers to go deep into optimization practices like frequency capping so their remarketing efforts will not backfire and build customer dissatisfaction and sadness, not brand awareness and sales.
Ad Extensions
Ad extensions allow advertisers to show additional information with their ads, such as business addresses, phone numbers, or webpage links. Ad extensions are created to improve the visibility of ads and attract clicks. They show up with the Search Network, search results above, and at times on the Display Network.
AdWords shows extensions when calculating that an extension will improve the performance of an advertiser's campaign, or when the ad's rank is high enough for the ad to appear.
Manual extensions
- App extensions - Allow advertisers to provide links below the ad text that direct users to mobile or tablet apps.
- Call extensions - Allow advertisers to enter clickable phone numbers in their ads.
- Location Extensions - Allows advertisers to show their business addresses, phone numbers and map markers.
- Review extensions - Allow advertisers to feature positive third-party reviews from trusted sources.
- Sitelink extensions - Allow advertisers to add additional links under their ads.
- Callout extensions - Allow advertisers to add additional descriptive text.
- Structured Snippet Extension - Allows advertisers to add up to two predefined headers (products or services) such as a brand or a title.
- Price Extensions - Allow advertisers to show prices for products or services.
- Click-To-Message Extensions - Allows advertisers to connect with advertisers via the SMS app.
- Promotion Extensions - Allow advertisers to highlight sales and promotions that businesses offer.
Auto Extensions
Adwords creates and displays automatic extensions when the system predicts they will improve performance. Automatic extensions include:
- Consumer Assessment
- Seller Value
- Previous Visit
- Dynamic Sitelink Extensions
- Dynamic Structured Snippets
Click-to-Call Google
Google Click-to-Call is a service provided by Google that allows users to call advertisers directly from Google search results pages. Users enter their phone number and Google will connect calls to advertisers. Google pays a call charge. This service was discontinued in 2007. For some time, a similar click-to-call function is available for results on Google Maps. In the Froyo release of Google's Android operating system, certain ads include very similar functions. On iOS, the phone number is automatically recognized as such. Web developers can also provide direct links to the Phone app, providing similar functionality.
Google now offers a mobile click-to-call function that allows searchers to call a business directly rather than go to their website.
Google Adwords Customer Match
Due to the influence of brand messaging on consumer buying habits, Google is expanding AdWords to include Customer Matching services. Customer Match allows advertisers to show ads to customers based on the data they share with Google, and allows advertisers to bid and create ads tailored for customers.
Maps AdWords
AdWords distribution
All ads on AdWords are eligible to appear on Google search engines. Advertisers also have the option to enable their ads to show on Google's partner network. This "search network" includes AOL, Ask.com, and Netscape searches.
The Google Display Network (GDN), formerly referred to as the "content network", shows AdWords ads on sites that are not search engines. This GDN site uses AdSense and DoubleClick, the other side of Google's advertising model. AdSense is used by website owners who want to make money by displaying ads on their website. The clickthrough rate on the view network is typically much lower than on the search network and the quality score for the Display Network is calculated separately from the Search Network.
Furthermore, Google automatically determines the subject of the page and displays relevant ads based on the advertiser's keyword list. AdSense publishers can select channels to help direct the placement of Google ads on the page to improve the performance of their ad units. There are many different types of ads running across the Google network including text ads, image or banner ads, mobile text ads, and in-page video ads. In February 2016, Google began removing right-sided ads from AdWords on desktop and only supported displaying text ads above and below organic search results. Product Listing Ads and the Google Knowledge Graph are unaffected, and can still appear on the right side.
AdWords account management
To help clients with the hassle of building and managing AdWords accounts, search engine marketing agencies and consultants offer account management services. This allows organizations without advertising expertise to reach global online audiences. To help set the Best Practices for AdWords Management, Google implements the Google Partners Program and the Google Individual Qualification Program, both of which require individuals and agencies to meet benchmarks and pass the exam.
Google also provides offline account management software, AdWords Editor.
My Client Center feature is available to Google Professionals regardless of whether they have passed the exam or budget parameters. With this feature, a Google professional has access to the dashboard summary of multiple accounts and can switch between these accounts without signing in to each account.
Google Adwords Keyword Planner, formerly the Keyword Tool, is a free AdWords tool that provides traffic estimates per month for the keywords mentioned. It provides a list of related keywords that are expected to be equally successful for a particular website or keyword.
The Google Display Planner is an Adwords tool for identifying keywords, placements, and display network topics. This helps expand the reach of display campaigns while targeting users who are relevant to the business.
How costs are calculated in AdWords
The cost of Google Adwords campaigns depends on a variety of factors including the organization's bid strategy and goals. As a result, the amount that an organization must incur varies by industry and the keywords they offer. Every time a user searches on Google, AdWords runs an auction to determine which search ads appear on the search results page and ad position.
History
Google launched AdWords in 2000. Initially, AdWords advertisers paid monthly services, and Google will organize and manage their campaigns. To accommodate small businesses and those wishing to manage their own campaigns, Google soon introduced the self-service AdWords portal. In 2005, Google started a campaign management service called Jumpstart.
In 2005, Google launched the Google Advertising Professionals (GAP) Program to certify individuals and companies who completed their AdWords training and passed the exam.
In 2008, Google launched the Google Online Marketing Challenge, an in-class academic exercise for tertiary students. More than 8,000 students from 47 countries participated in the challenge in 2008, more than 10,000 students from 58 countries took part in 2009, about 12,000 students in 2010, and nearly 15,000 students from 70 countries in 2011. This challenge runs every year , roughly from January to June.
In April 2013, Google announced plans to add enhanced campaigns for AdWords to help campaign management serve multi-device users. Enhanced campaigns are described as aiming to include advanced reports about users. This move has been a controversy among advertisers.
In July 2016, Google launched the "Showcase Shopping" ad. With this format, resellers can choose to have a series of images that appear in search results related to various search queries and keywords.
In October 2017, Google revised the AdWords daily budget limit, which was previously set at a maximum of 120% of a predefined daily budget, up to a maximum of 200%. This change launched on the same day was announced, sparking criticism from paid search professionals, though Google later explained that this change will only affect short-term campaigns in less than 30 days, and for campaigns that last longer than 30 days, the overhead fee will be refunded.
Legal context
AdWords has resulted in lawsuits in the trademark law (see Google, Inc. v. Am Blind & Wallpaper Factory and Rescuecom Corp v. Google Inc. ), fraud (see Goddard v. Google, Inc. ), and click fraud. In 2006, Google completed a click fraud lawsuit of US $ 90 million. In March 2010, Google was involved in a trademark infringement case involving three French companies with the Louis Vuitton trademark. A related lawsuit if Google is responsible if an advertiser purchasing a keyword violates a trademark violation. Ultimately, the Court of Justice of the European Union ruled that Google Adwords "does not violate EU trademark laws, but that the content of some ads that are linked by Google keywords may be infringing depending on certain facts of the case." In addition, in some American jurisdictions, the use of a person's name as a keyword for advertising or trading purposes without the person's consent has upgraded the right to privacy concerns.
Overture Services, Inc. sued Google for patent infringement in April 2002 in connection with the AdWords service. The lawsuit was settled in 2004 after Yahoo! acquire Overture; Google agrees to issue 2.7 million shares of common stock to Yahoo! in exchange for a perpetual license under the patent.
In May 2011, Google canceled an AdWords ad purchased by a Dublin sex workers group called "Turn off the Blue Light" (TOBL), claiming it represented a "grave breach" of the company's advertising policy by "selling adult sexual services". However, TOBL is a non-profit campaign for sex worker rights and does not advertise or sell adult sexual services. After TOBL members held a protest outside Google's headquarters in Europe in Dublin and submitted a written complaint, Google reviewed the group's website. Google finds website content to advocate for political positions, and restores AdWords ads.
In June 2012, Google rejected the Australian Sex Party ads for AdWords and sponsored search results for July 12 by-election for the state seat of Melbourne, saying that the Australian Sex Party violated the rules that prevented the request for donations by websites that do not show tax exemption status. Although the Australian Sex Party changed its website to display tax deduction information, Google continues to ban such ads. The ad was restored on election night after it was reported in the media that the Australian Sex Party is considering suing Google. On September 13, 2012, the Australian Sex Party filed an official complaint against Google with the US Department of Justice and the Australian competition watchdog, accusing Google of "illegal interference in the conduct of state elections in Victoria with corrupt intent" in violation of the Foreign Corrupt Practices Act.
In 2013, the Lonely Circuit Court of Appeal is held at Lens.com, Inc. v. 1-800 Contacts, Inc. that Lens.com's online contact lens retailer did not commit trademark infringement when purchasing AdWords and other search ads using a federal registered 1-800 CONTACTS trademark, 1-800 Contacts, as a keyword. In August 2016, the Federal Trade Commission filed an administrative complaint against 1-800 Contacts stating that the practice of enforcing trademarks of its search advertising had a very unusual competition in violation of the FTC Act. 1-800 Contacts have denied all errors and are scheduled to appear before an FTC administrative judge in April 2017.
Technology
The AdWords system was originally implemented on top of the MySQL database engine. After the system was launched, the management decided to use Oracle instead. The system becomes slower, and finally, it goes back to MySQL. Finally, Google developed a specially distributed Relational database management system (RDBMS) known as Google F1 specifically for the business needs of Ads, which requires strong consistency, high scalability across data centers, and powerful SQL queries.
The interface has also been changed to offer a better workflow with additional new features, such as Spreadsheet Editing, Search Query Reports, and better conversion metrics.
Ad content restrictions
Starting April 2008, Google AdWords no longer allows the display URL to deviate from the destination URL. Prior to this, paid ads can display landing page URLs that are different from those displayed on the search network. Google explains that this policy change is derived from user feedback and advertisers. The attention that drives the restriction change is believed to be the premise where the user clicks on the ad. In some cases, users are misled and further targeted by AdWords advertisers prior to this change.
In December 2010, Google AdWords reduced restrictions on the sale of hard alcohol. Now allows ads that promote the sale of liquor and liquor. This is an extension of a policy change made in December 2008, which allows ads promoting liquor and liquor branding.
Allowing keywords
Google has come under fire for allowing AdWords advertisers to bid on trademarked keywords. In 2004, Google began allowing advertisers to bid on various search terms in the US and Canada, including their competitors' trademarks and in May 2008 extending this policy to the UK and Ireland. Advertisers are prohibited from using another company's trademark in their ad text if the trademark has been registered with the Advertising Legal Support team. Google requires certification to run regulated keywords, such as those related to pharmaceutical keywords.
Banned keywords
Some keywords, such as those related to hacking, are not allowed at all. From June 2007, Google banned AdWords ads for student essay writing services, a move that received positive feedback from universities. Google has various banned specific keywords and categories that vary by type and by country. For example, the use of keywords for alcohol-related products is prohibited in Thailand and Turkey; keywords for gambling and casinos are prohibited in Poland; keywords for abortion services are prohibited in Russia and Ukraine; and keywords for adult-related services or products banned worldwide in June 2014. This has sparked debate among the adult industry by questioning Google's position as a monopoly.
See also
- AdSense
- List of Google tools and services
- Click fraud
- Search engine marketing
- Dynamic Keyword Insertion
- Central ad server
- Performance-based ads
References
External links
- Google AdWords
Source of the article : Wikipedia
0 Comments