1.a - Introduction to Google Adwords

Google is the search enhing which helps you find information on the Internet quickly & easily. This engine will gather, sort & report information base on your topic of interest.

1. The keyword phrase a user types into box to find information on the Internet is called a search query.

2. Google Adwords uses keyword-beased advertising to target your ads to users searching on Google.

3. A regular text ad headline has a limit of 25 characters, including spaces.

4. The last line of an AdWords ad is called the display URL.

Basic AdWords Features
CPC (Cost-Per-Click)
You are charged only when a user clicks on your ad
USER ---> AdWords ad ---> Destination website

CPM (Cost-Per-Impression)
Impression: The appearance of your ad on the Google network
- You are charged for every 1,000 impressions your ad receives
- CPM of $3.00: You pay $3.00 every 1000 times your ad is displayed

CTR (ClickThrough Rate)
[Click/Impression] = CTR (expressed as %)
- CTR helps measures relevance
- Example: [20 clicks/1000 impression] = 0.02 = 2%

Quality Score
- CTR on Google.com
- Keyword & ad text relevance
- Landing page quality

Minimum Bid
- Least amount you can pay per click to show ads
- High quality score decrease minimum bid & price you pay per click

Ad Distribution:
- AdWords ads appear on hundreds of websites such as AOL, Howstuffworks, Ask.com, T-Online (Europe), News Interactive (Australia), Tencent (China)
- The placement of your ads on sites in the Google content network occurs when the information on that site relates to your ad.
- Google ads can be targeted to any language or location available worldwide

Benefits of AdWords
1. Reach
- Strong global presence
- More than 80% internet users worldwide
- Thousands of websites where your ads can appear

2. Cost: Control over budget
- No minimum spend
- Choose your own maximum spending limit (monthly budget)
- Pay only when users click on your ad

3. Timing: Connects users at the right moment
- Ads are continously matched to internet users' interests
- Ads are placed as buying decisions are made

4. Flexibility: Make changes at any time
- See your ads on Google in 15 minutes
- Chang your ads whenever you like