Google AdWords is a global advertising program that enables advertisers to reach the people who are interested in their products or services. Advertisers use google automated tools, to create ads, place bids to serve their ads, select the types of sites where they'd like their ads to appear, and set daily spending budgets. AdWords features an automated, low-cost online signup process that enables advertisers to implement campaigns that can go live in 15 minutes or less.
AdWords ranks ads for display in one of two ways: either by CPM (cost per thousand) or a by combination of the maximum cost per click (CPC), which is set by the advertiser, together with clickthrough rates and other factors used to determine the relevance of the ads. This process favors the ads that are most relevant to users, improving the experience for both the person looking for information and the advertiser looking for interested customers. AdWords has many features that make it easy to set up and manage ad campaigns for maximum efficiency and effectiveness:
- Campaign management. Advertisers can target multiple ads to a given keyword or content site and easily track the performance of individual ads to see which ones are the most effective. The campaign management tools built into AdWords enable advertisers to quickly shift their budgets to ads that deliver the best results.
- Geographic and language targeting. Advertisers can target their ads by country, region or by a radius around an area they choose. Ads can also be targeted to the language of the prospective customer.
- Keyword targeting. Advertisers can deliver targeted ads based on specific search terms (keywords) entered by users or found in the content on a web page. AdWords also offer tools to help advertisers consider synonyms and useful phrases to use as keywords or ad text. By choosing relevant keywords advertisers can improve ad clickthrough rates and the likelihood that a user will become a customer.
- Site targeting. Advertisers can specify which content sites they would like their ads to run on. As with keyword targeting, AdWords offer tools that enable advertisers to target their ads to the right audience based on information related to a specific topic or theme.
- Traffic Estimator. This tool estimates the number of searches and potential costs related to advertising on a particular keyword or set of keywords. And in turn these estimates can help advertisers optimize their keyword-targeted campaigns.
- Budgeted delivery. Advertisers can set daily budgets for their campaigns and control the timing for delivery of their ads.
- Performance reports. Provides timely and continuous reporting on the effectiveness of each ad campaign
- Multiple payment options. Accepts credit and debit cards and, for selected advertisers, also offers several options for credit terms and monthly invoicing. Advertisers can make payments in 48 currencies.
- AdWords Discounter. This feature gives advertisers the freedom to increase their maximum bids (CPM or CPC) because it automatically adjusts pricing so that they never pay more than one cent over the next highest bid.
- Conversion tracking. Advertisers can assess the effectiveness of their AdWords campaigns using this tool, which tracks conversion (to a sale, registration or other action) by identifying which ads and keywords are performing best. Advertisers can then make smarter online advertising decisions and better measure their overall return on investment (ROI) for their AdWords campaign.
- Budget Optimizer. This tool enables AdWords advertisers to manage their campaigns simply by setting a monthly budget and a list of keywords. The tool then works to maximize the number of clicks for a specific campaign.
- AdWords API. Developers use Google's AdWords API service to create computer applications that interact directly with the AdWords server. Advertisers and third parties can manage large AdWords accounts and campaigns more efficiently and creatively with these applications.
For larger advertisers, AdWords offer additional services that help to maximize returns on their Internet marketing investments and improve their ability to run large, dynamic campaigns. These include:
- Creative optimization. AdWords specialists help advertisers select relevant keywords and create more effective ads. This can improve advertisers' ability to target customers and to increase the click-through rates and conversion rates for their ads.
- Vertical market experts. Specialists with experience in particular industries offer guidance on how to most effectively target potential customers.
- AdWords Editor. This account management application assists advertisers and agencies in launching, managing and making changes to large ad campaigns with hundreds or even thousands of ads and keywords.
- Dedicated client service representatives. These staff members continuously look for ways to better structure their clients' campaigns and to address the challenges large advertisers face.
