Google Adwords
From Wikicliki
Google Adwords is what people use to put text, image, or flash adverts on Google's Search network and Content network.
Contents
Account Structure
- Account: Email & password | Billing information | Account preferences
- Campaign: Start & end dates | Daily budget | Google Network preferences | Language and location targeting
- Ad Group: One set of keywords or placements | Ads & variations | CPC or CPM bids
Trademark & Copyright
- Trademark: word, phrase, logo, or symbol that distinguishes the product from others in the marketplace
- Copyright: legal right to exclusive publication, production, sale, or distribution of a work
- Trademark/Copyright investigations will start only when all information has been sent to Google. They require a signed letter on company stationery that is either mailed or faxed to Google Inc in the US.
- The trademark owner is not required to be a Google AdWords advertiser in order to send a complaint.
- Trademarks owned by Google are not allowed in any ad text: Google, Froogle, Gmail, Orkut, Keyhole and PageRank.
Keywords
Keywords for keyword targetting
- Broad Match (default) - any term containing all the keywords in any order + with any other words inserted in
- example keyword: french fry
- correct: french man eats a fry, french food stir fry, fish fry like to eat french food
- wrong: potato chip
- Phrase Match - exact phrase + any other words inserted before and after
- example keyword: "french fry"
- correct: tasty french fry, french fry squashed by dog
- wrong: french dressing drenched fry (because the phrase cannot be broken up)
- Exact Match
- example keyword: [french fry]
- correct: french fry
- wrong: everything else
Keywords in Ad text
Dynamic keyword insertion allows the search query to be shown dynamically in the title of the ad, thus improving the click-through rate.
- If you want the dynamic text to be all lower case, use {keyword:Default_text}.
- If you want the dynamic text to start with the first letter of the first word capitalized, use {Keyword:Default_text}.
- If you want the dynamic text to have the first letter in caps for each word, use {KeyWord:Default_text}.
- If you want the dynamic text to have the first word to all be in caps, use {KEYword:Default_text}.
- If you want the dynamic text to have the first word to all be in caps and the other words to start with the first letter in caps, use {KEYWord:Default_text}.
- If you want the dynamic text to all be in caps, use {KEYWORD:Default_text}
Invalid Clicks
- Invalid Clicks refer to both the manual clicks intended to drive up your advertising costs or increase profit for the content website owner, and the automated robot clicks.
- Clicks from same IP address might not be invalid: an Internet provider may assign identical IP addresses to multiple users by geographic area.
- Clicks from same user might just be comparison shopping: individual users may legitimately click on your ad more than once while comparing different sites.
Search Targeting vs Contextual Targeting
- Search Targeting: within search network only, text only, depends on keyword relevance, bid on CPC
- Contextual Targeting: within content network, text/img/flash, depends on keyword themes, bid on CPC or CPM
- Ranking of Search Targeted ads depends on: Cost-per-click (CPC) bid and Quality Score.
Types of Google Ads
Text Ads
- Only one exclaimation point is allowed throughout the entire ad and it can't be in the title.
- Prices/Free offers stated in ad text must always be supported within 1-2 clicks of landing page
- No pop-ups allowed on landing page
- The linked website must be working, it cannot be a website that is still under construction
- Call to action phrases (eg: Buy now!) which do not describe product are not allowed
- Do not use repetition or superlatives unless they can be justified by a legitimate third party
- Do not use ALL CAPITAL LETTERS
- Trademarks owned by Google are not allowed in ad text: Google, Froogle, Gmail, Orkut, Keyhole and PageRank.
EN Text ads (single-byte)
- Title: 25 char
- 2nd line: 35 char
- 3rd line: 35 char
- Display URL: 35 char including spaces
- Destination URL: 1024 char
中文 Text ads (double-byte)
- Title: 12 char
- 2nd line: 17 char
- 3rd line: 17 char
- Display URL
(In asian character input, use single-byte characters for symbols, punctuations, currency, and numbers)
Expanded Text Ads
If you are lucky and the price is right, Google may increase your ad's font size until it fills the entire ad space on the website. No special arrangements required.
Image Ads
- Standard Image/Flash Ad Sizes:
- 250 x 250 Square
- 200 x 200 Small Square
- 468 x 60 Banner
- 728 x 90 Leaderboard
- 300 x 250 Inline Rectangle
- 335 x 280 Large Rectangle
- 120 x 600 Skyscraper
- 160 x 600 Wide Skyscraper
- Text in image & flash ads must adhere to Google's editorial policy guidelines.
- Ads must be family safe only
- Ads cannot exceed 50kb
- Ads should not have the URL, user bar or image footer like the "Ads by Google" image footer. That footer is automatically appended to it.
- When Google appends the image footer to your ads, they will resize your images vertically by 11 or 22 pixels. The images will not be cropped, only resized. If you don't want your ads to be squished up, image ads (but not flash ads!) are allowed to be uploaded in these sizes as well:
- Banner: 468 x 49
- Square: 250 x 239
- Small Square: 200 x 189
- Leaderboard: 728 x 79
- Medium rectangle: 300 x 239
- Large Rectangle: 336 x 269
- Skyscraper: 120 x 578
- Wide Skyscraper: 160 x 578
(shave off 11 vertical pixels off the small uns and 22 vertical pixels off the big ones.)
Flash Ads
- Text in image & flash ads must adhere to Google's editorial policy guidelines.
- Ads should be the exact size of the format, should not be sideways or upside down or anything.
- Ads must be family safe only, no porn, no funny business, especially if its going to be in China.
- Ads cannot exceed 50kb or 15 seconds in length. Should not loop infinitely or have fireworks shooting out of it. [If your ad has been disapproved, use this tool to find all your disapproved ads on one page and edit them from there.
- If you use location targeting in China, it may take 1-2 weeks for your ad to be manually approved. Do not panic.
- Flash banners on Google have to have clicktags which presumably allow the server to direct traffic through it. Make a big invisible movieclip that is exactly the size of the stage and position it at (0,0), then slap the actionscript on. If the piece of actionscript you paste in does not correspond exactly with Google's code, you will be subsequently voted off the island.
on (release) {
if (clickTAG.substr(0,5) == "http:") {
getURL(clickTAG, "_blank");
}
}
Compare this to the most basic clicktag that you might use for other banner ad services.
on (release) {
getURL(clickTAG, "_blank");
}
Local Business Ads
Local Business Ads are the little ads which pop up as they are associated with specific geographical locations. These ads appear in two places:
- on Google Maps (maps.google.com)
- on Google and other sites in the Google search network
They also come in two parts:
- a highlighted listing in the search results column
- a bouncy map marker that expands to show additional details
When not viewed in Maps, they also appear as regular text ads.
Mobile ads
must link to either the mobile webpage (formatted for mobile phone display) or your business telephone number.
- two lines of text 12-18 char
- third line : display url / call link
Traditional media ads
US advertiser only. manage it like all other google adwords.
- print ads - choose newspaper and sections, bid for placement, and upload the ad.
- free 1-800 number which redirects to yoru business line. system will track and record timings of calls.
- audio ads - ads on AM and FM stations. choose from auction and reserve campaigns:
- auction: set weekly budget and the frequency with which your ad will be broadcast depends on your budget/bid.
- reserve: choose date and time, cost depending on rate card of station.
- also has the free 1-800 number service.
Adwords Targeting
Adword Targeting is determined by:
- Google domain (.fr, .cn, .sg, .co.uk)
- Language of query (query parsing)
- IP address
- Language preference
Google Adwords Editor
- The Adwords Editor has two panels in its interface: Data View, Edit Panel
- (Correct as of 13 May 2008) As CPC bids for Content targeted ads is a new feature, Adwords Editor hasn't quite caught up with it, so if you try to upload image/flash ads which are bidded for by CPC rather than CPM, IT WILL GO PEAR-SHAPED. You will also spend much time cleaning up after the pear hits the fan.
- If you want to use Adwords Editor to write and edit keywords in Chinese then you should prepare to go completely BLIND. All the Chinese characters on it are nigh unreadable and resemble ants which have been squashed. There's no hope for us.
Reporting Abuse
Reporting other people's ads who abuse the TOS:
