Google Adwords is a web marketing service that allows registered advertisers to place ads on the Google network. The advertiser creates ads that display their products and establish search term keywords that refer to these products. The keywords are registered in a marketing campaign to be delivered online via Google Adsense. When a Google search is initiated by a web user, any matches with the advertiser's keywords may allow the associated ad to be displayed on the resulting web page. Advertisers may define multiple ads for possible display. Google randomly selects one of the ads each time an advertiser's keyword is selected. The advertiser must establish the value for each keyword or phrase. This value is used to establish the pay per click cost that is due to Google Adwords when the ad is clicked by a web viewer. The keywords are not unique in Google Adwords so many advertisers may register the same keyword. Each will define their own pay per click budget for the keyword. The advertisers specifying the highest budget for the keyword will have their ad displayed on the Google search results page. There are only a limited number of ad spots on each page so advertisers may budget a relatively high amount for their keywords. There is a relationship between ads placed near the top of the web page and the number of customers clicking on the ads. This means that a higher pay per click budget for the Google Adwords campaign will often be more successful for the advertiser. Certain popular keywords may need a pay per click budget of several dollars to ensure that the advertiser's ad is shown in the top ad spots. Keywords not in high demand for advertisers may be shown in top ad spots with a comparatively low pay per click budget. Advertisers believe that budgeting relatively high values for each keyword is cost effective since the web page viewer is often a very motivated customer. Future business from the client will usually greatly exceed the pay per click cost. Google Adwords campaigns that use keywords with pay per click ads are very effective at showing ads to interested potential customers. Google Adsense provides reports on campaign effectiveness to the registered advertisers. These show advertisers exactly how many ads were shown to web page viewers, how many clicks resulted in pay per click costs and the dates they were activated.
Google Adwords and Adsense represents a substantial change from the web advertising used in past Internet marketing campaigns. Many premium content web sites now are able to provide services free of direct costs to the web page viewers. Advertisers can finely tune their online marketing to ensure that pay per click budgets are concentrated in the web sites and pages most relevant to their potential customers.
Google Adwords gives advertisers access to content web sites like Infobarrel. These sites define several areas on their web pages which are under the control of Google Adsense for display of Adwords keyword ads. The content of the Infobarrel page is analyzed to determine the shown keywords and matching ads are selected from Google Adwords. The ad box shows image, video or text ads in the Infobarrel ad box. When viewers click on the ad with their mouse, Google Adsense registers the event and uses the advertiser pay per click budget to levy the appropriate fee for the ad. If the viewers do not click on the ads, there is no charge from Google Adwords.
Google Adwords often analyzes the keywords established by advertisers and compares them to the search terms used by web viewers. Advertisers can then review suggested keywords and import them into the online marketing campaign. Each of the new keywords can have specific pay per click budgets applied to them. When the keywords are registered, the regular Google Adwords reports will show the effectiveness of each.
Advertisers budget online marketing costs of Google Adwords by establishing their pay per click amounts for keywords and by daily maximum costs. If keywords are budgeted up to $1 each and the maximum daily budget for the advertiser is $10, then up to 10 clicks on ads will be recorded by Google Adwords. When the daily marketing budget limit is reached, ads are no longer displayed on behalf of the advertiser. This ensures that unusual user viewing activity will not totally overwhelm the online marketing budget of the advertiser.
Google Adwords give the advertiser access to a network of advertising sites. Many of these give additional viewing opportunities for the advertiser's ads at a cost much lower than the established pay per click budget. Using a bidding technique, ads placed on these sites have pay per click charges just high enough to be displayed on the site. Advertisers can review the network placement and control which sites can host their ads. Because the content network includes world wide sites, advertisers can specify the geographical location of potential customers and their language. This allows control of the Google Adwords budget and prevents pay per click costs from areas not interested in the advertiser's products.
Advertisers may elect to subscribe to Google Adwords for ad placement on blank domain sites. Often web domains are registered by companies who have not established content on the site yet. Google Adwords can display ads on these otherwise blank domains. This can result in more potential customers for the advertisers. The advertiser gains access to web traffic landing on the domain site. The viewer is presented with a valid web page rather than a standard web server error screen. Pay per click costs for such domain advertising is also under budget control within Google Adwords.
Google Adwords gives advertisers access to a large customer base via the keyword pay per click delivery method. By having ads display near relevant web content, the customers get shown ads that are of more interest to them. Google Adwords works closely with Adsense to display the ads on the Google search and content network pages. Because costs are regulated and statistical reports are provided, advertisers can finely tune their online marketing campaigns to maximize the effectiveness of each ad.
2010-08-29 11:17pm PDT
good information here. Great article!