Google AdWords is an online advertising service that enables advertisers to compete to display brief advertising copy to web users, based in part on keywords, predefined by the advertisers, that might link the copy to the content of web pages shown to users. Web pages from Google and from partner websites are designed to allow Google to select and display this advertising copy. Advertisers pay when users divert their browsing to seek more information about the copy displayed, and partner websites receive a portion of the income they generate.
AdWords has evolved into Google’s main source of revenue. Google’s total advertising revenues were USD $43.7 billion in 2012. AdWords offers pay-per-click PPC, that is, cost-per-click CPC advertising, cost-per-thousand-impressions or cost per mille CPM advertising, site-targeted advertising for text, banner, and rich-media ads, and remarketing . The AdWords program includes local, national, and international distribution. Google’s text advertisements are short, consisting of one headline of 25 characters, two additional text lines of 35 characters each, and a display URL of 35 characters. Image ads can be one of several different Interactive Advertising Bureau standard sizes.
Sales and support for Google’s AdWords division in the United States is based in Mountain View, California, with major secondary offices in Ann Arbor, Michigan and New York. The third-largest US facility is in Mountain View, California, headquarters. Engineering for Google AdWords is based in Mountain View, California.
Google has an active official public help and support community maintained and frequented by highly experienced Adwords users and Google employees.
IP address exclusion
In addition to controlling ad placements through location and language targeting, placements can be refined with Internet Protocol IP address exclusion. This feature enables advertisers to exclude specified IP address ranges where they don’t want their ads to appear.
Up to 500 IP addresses, or ranges of addresses, can be excluded per campaign. All ads in the campaign are prevented from showing for users with the IP addresses specified.
Location-based exclusion is also offered as a method of narrowing targeted users.
In 2003 Google introduced site-targeted advertising. Using the AdWords control panel, advertisers can enter keywords, domain names, topics, and demographic targeting preferences, and Google places the ads on what they see as relevant sites within their content network. If domain names are 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 up the entire ad block rather than have the ad block split into 2 to 4 ads, resulting in higher visibility for the advertiser.
The minimum cost-per-thousand impressions bid for placement-targeted campaigns is 25 cents.There is no minimum CPC bid, however.