Module 5: Google Adwords PPC Advertising
Google AdWords is an online advertising service developed by Google, where advertisers pay to display brief advertising copy, product listings, and video content within the Google ad network to web users. Google AdWords’ system is based partly on cookies and partly on keywords determined by advertisers. Google uses these characteristics to place advertising copy on pages where they think it might be relevant. Advertisers pay when users divert their browsing to click on the advertising copy. Partner websites receive a portion of the generated income.
AdWords has evolved into Google’s main source of revenue. AdWords offers services such as pay-per-click (PPC) advertising and cost-per-acquisition (CPA) advertising.
Google launched AdWords in 2000. At first, AdWords advertisers paid for the service monthly, and Google would set up and manage their campaign. To accommodate small businesses and those who wanted to manage their own campaigns, Google soon introduced the AdWords self-service portal.
In 2005, Google started a campaign management service called Jumpstart. In 2005, Google launched the Google Advertising Professional (GAP) Program to certify individuals and companies who completed AdWords training and passed an exam.
In 2008, Google launched the Google Online Marketing Challenge, an in-class academic exercise for tertiary students. Over 8,000 students from 47 countries participated in the challenge in 2008, over 10,000 students from 58 countries took part in 2009, about 12,000 students in 2010, and almost 15,000 students from 70 countries in 2011. The Challenge runs annually, roughly from January to June.
In April 2013, Google announced plans to add enhanced campaigns for AdWords to aid with campaign management catered to multiple-device users. The enhanced campaigns were described as aiming to include advanced reports about users. This move has been controversial among advertisers.
In July 2016, Google unveiled “Showcase Shopping” ads. With this format, retailers can choose to have a series of images appear in search results related to various search queries and keywords.
In October 2017, Google revised AdWords daily budget caps, which were previously set at a maximum of 120% of preset daily budgets, to a maximum of 200%. This change was rolled out on the same day it was announced, prompting criticism from paid search professionals, though Google later clarified that this change would affect only short-term campaigns of less than 30 days, and that for campaigns running more than 30 days, overage charges would be refunded.
Resource : Wiki