google ad what is it

 

Google launched AdWords in 2000.^[1] 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.^[10]

In 2005, Google launched the Google Advertising Professional (GAP) Program to certify individuals and companies who completed AdWords training and passed an exam.^{[citation needed]}

In 2008, Google launched the Google Online Marketing Challenge,^[11] an in-class academic exercise for tertiary students.^[12] 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 aimed to include advanced reports about users. This move was controversial among advertisers.^[13]

In July 2016, Google unveiled "Showcase Shopping" ads. With this format, retailers can choose to have a series of images that appear in search results related to various search queries and keywords.^[14]

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.^[15]

On June 27, 2018, Google announced^[16] a rebranding of Google AdWords to become Google Ads as of July 24, 2018.^[2] In addition to the full range of advertising capabilities on Google.com and across other Google's properties, partner sites and apps, the new Google Ads will offer Smart Campaigns for small businesses who don't have the time or resources to manage complex digital advertising campaigns.^[17]

In December 2019, France fined Google with 150 million euros over advertiser suspensions on Google Ads.^[18]

After the COVID-19 pandemic outbreak, Google said that it's going to start banning ads from companies that attempt to profit off of panic surrounding the novel coronavirus. It will temporarily ban ads for face masks, which lawmakers and health officials have said aren't all that effective in preventing the spread of the disease and are best left to be worn by medical workers. According to Google's spokesperson, "In the past few weeks, we've seen opportunistic advertisers try to run an unprecedented number of these ads on our platforms. We have a dedicated task force working to combat this issue and have removed millions of ads in the past week alone. We're monitoring the situation closely and continue to make real-time adjustments to protect our users."^[19]

How it works[edit]

Google Ads' 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.^[20]

The Google Ads program includes local, national, and international distribution. Google's text advertisements are short, consisting of three headlines with a maximum of 30 characters each, 2 descriptions with a maximum of 90 characters, and a display two URLs of 15 characters each.^[21] These are called AdWords expanded text Ads. These mimic what the average search result looks like on Google. Image ads can be one of the several different standardized sizes as designated by the Interactive Advertising Bureau (IAB). In May 2016, Google announced its reformatting of ads to help consumers and advertisers succeed in a mobile-first world. The new format, called Expanded Text Ads, allows 23% more text. This new format is available on both the Google Search Network and the Google Display network. It features two headlines with 30 characters each, replacing the standard of a single headline with 30 characters. The display URL has been replaced with two 15 character paths, not including the root domain.

Features and services[edit]

Keyword Planner[edit]

Keyword Planner is a tool within Google Ads that provides data around the search queries that users have submitted in the Google search engine and provides other data resources for planning a Google Ads specific advertising campaign.^[22]

Keyword Planner^[23] helps to build new Search Network campaigns or expand existing campaigns, providing keywords and ad group ideas, search volume trends (average monthly searches), historical statistics, keywords trend, competitions, and bidding.

AdWords Express[edit]

AdWords Express is a feature aimed at small businesses that attempts to reduce the difficulty of managing ad campaigns by automatically managing keywords and ad placement.^[24] AdWords Express was previously known as Google Boost.^[25]

AdWords Express also supports small businesses that do not have a website by allowing them to direct customers to their Google Place page.^[26]

Google Ads Editor[edit]

Google Ads Editor allows users to make bulk changes to ads and edit ads offline. Google Ads Editor is a downloadable program that comes with Google Ads at no extra cost. The program also allows users to see ad performance, like the dashboard.^[27]

Google Ads Manager Accounts[edit]

Google Ads Manager Accounts (previously known as My Client Centre (MCC)) allows users to manage multiple accounts from one login and dashboard.^[28] This is most commonly used by Marketing and Advertising agencies who manage a large portfolio of client accounts.

Reach Planner[edit]

Reach Planner is a tool that allows users to forecast the reach and extent of their video ads across YouTube and Google video partners.^[29] The tool allows users to choose their audience. The tool then recommends a combination of video ads that help reach the user's objectives. The tool also allows users to see the outcomes of the reach of their ads on a reach curve.^[30]

IP address exclusion[edit]

In addition to controlling ad placements through targeting audiences based on location and language usage,^[31] ad placements can be refined with Internet Protocol (IP) address exclusion. This feature enables advertisers to exclude specified IP address ranges if they do not want their ads to appear there. Advertisers can exclude up to 500 IP address ranges per campaign.

Google Partners[edit]

Google Partners, originally known as Google AdWords Certification Program or Google AdWords Certification, is a Google AdWords partner certification program. To become AdWords certified professional, clients need to pass the Google Ads Fundamentals exam and one of the other Advanced AdWords exams such as Search Advertising, Display Advertising, Video Advertising, Shopping Advertising, Google Analytics, and Mobile Advertising. From January 16, 2018, certification exams moved from Google Partners to Google Academy for Ads.^[32]

It replaced Google Advertising Professionals in April 2010, with updates ranging from amended criteria for entries and changes to the exam requirements.^[33] The program continues to certify consultants to help the increasing number of Google AdWords clients with AdWords campaigns. The program contains one fundamental exam and five advanced exams.

In order to be individually qualified, a person must pass the program exams. The AdWords qualifications received vary based on which advance exams the individual passes.^[34] Google Partners must continue with their best practices by engaging with ongoing professional development. One accredited individual must be certified (two individuals for Google Premier Partners) and a minimum spend threshold of US$10,000 over 90 days must be maintained, with a higher spend threshold for Google Premier Partners.^[35]

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