Google AdWords is one of the best advertising system on the web right now. It consists of contextual ads (text, image, video) displayed everywhere on the web. Anyone who wants to advertise something can set up an account and start advertise the way he wants ! Ads can be displayed on the search network as well as any website using
Google AdSense. You can chose to pay for each click on your ads, or pay for a number of impressions of you ads.
Let's start with a little bit of story...
AdWords has been created in 2000 with some limited features. Advertisers wasn't able to create their campaings like they want, they had to pay Google a monthly fee and let them set up their campaign. Google then launched to possibility to create our own campaigns. In 2005 google introduced the Jumpstart service to help advertisers setting up their campaigns. Everything was not as easy as it can be today, so Google had to change their advertising solution to keep advertisers advertising. Now, in 2008, you can set up your own campaign in clicks, and it works very well !
First, AdWords for the Google search network
If you want your ads to be displayed in the right part of the Google search result page, you have to decide which keywords will make them appear. When someone searches for one of the words defined in your campaign, your ad appears on the right side of the result page... in fact, there's some other things to know, like the keyword's auction. In the example on your right I searched for "AdWords" on Google, and a lot of ads appeared. There is 2 places for ads on the Google search result page; top and right. In the example, there is ads in the 2 spots.
Not only your ads will be shown on Google but they will also be displayed on sites where there's the Google search box like this one :
Enter your search terms Submit search form |
Secondly, AdWords for the content network
Ads can be displayed on a lot (I mean, a lot) of websites on the net. Every website using the Google AdSense program allows you to advertise on them automatically. You have 2 choices to decide how you want your ads to be displayed on other websites. You can chose websites, or chose keywords. If you chose websites, your ads will be shown on the websites you decided. On the other side, if you chose keywords, your ads will be displayed on any website containing your keywords.
Keyword's auction (CPC or Cost per click)
Because of the great popularity of the AdWords program, Google had to create the keyword auction. This "auction" is used to help advertisers to display ads in the top results if they are ready to pay more than other advertisers. For each keyword there's an auction. The prices changes every day. Price per click for a keyword can be in cents as well as dollars. If you have the keyword "Dating", you will have to pay more than 1$ to appear because there's a lot of advertisers who wants to advertise they dating site. On the other hand, is you advertise for "Kozlowski-Krajewska syndrome" (this is a rare disease), you will be able to pay 2-3 cents per click because no one advertise for this.
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