Ad Words

Google’s Ad Words platform allows you to manage your pay-per-click campaigns in Google and on its content network. Ad Words gives you a wide range of tools that allow you to optimize your campaigns to the maximum

Search

When a user conducts a search query, Google determine which websites are relevant for that search, based on the keyword and display them on the search engine result page. In case there is an advertiser that targets its ad to that keyword or phrase, Google determines whether it is indeed relevant and displays accordingly. With the help of Ad Words, you can manage these ads to achieve the best possible return on investment. You can create different keyword groups, you can have different ad text and there are several other ways to improve your campaigns. It is important though to have a fully functioning web analytics that enables you to track every bit of you cost-per-click campaigns and the conversions.

Content network

Google Ad Words also provides its advertisers with contextual advertising. Ads appear both on its own properties (i.e. Youtube, Gmail etc.) and online media owners partners where it embeds ads on a wide range of websites. These ad placements can enhance the content that surrounds them on a particular page and and display context-relevant advertisements. There are different targeting options like placement targeting and keyword targeting.

Formats

Google Ad Words allows various different ad formats that includes not only the regular text ads but image ads and even video ads as well. Google has strict guidelines to keep the ads as user-friendly as possible.

Pricing methods

Google Ad Words offers three different pricing models: pay-per-click, pay-per-action and impression-based (CPM). pay-per-click is the most commonly used pricing method. It means that advertisers pay only when a click actually takes place hence brings an actual visitor to the landing page. Cost-per-action introduces a more convenient though more expensive option: advertiser are entitled to pay only in case a conversion happens on its landing page, though there are certain prerequisites an advertiser needs to meet so that it can be eligible for this pricing method. Impression-based CPM pricing applies only to certain kind of image and video advertisements thereupon it is not as commonly used as other, performance-based methods.