Google AdWords is Google's advertising platform that allows text ads, images and videos on the pages of search results and on sites in the Google content network.Google's total advertising revenues were USD$21 billion in 2008^[1]. AdWords offers pay-per-click (PPC) advertising, and site-targeted advertising for both text and banner ads. The AdWords program includes local, national, and international distribution. Google's text advertisements are short, consisting of one title line and two content text lines. Image ads can be one of several different Interactive Advertising Bureau (IAB) standard sizes.

AdWords has represented over the last few years, a real innovation in online advertising. Its spread among the means of search marketing it is a witness.

the reputation of Google as a search engine (used by 94% of Italian internet users, source: Research SEMS / Netxplora 2007), has contributed to the popularity of its advertising platform.

AdWords offers endless opportunities in terms of visibility: the advertisements may be published as text, images and video.

This is possible thanks to two main options (which may be made customizations to advanced level):

• keyword targeting: Ads are displayed for the keywords you choose, and when I searched on Google when they are related to the contents page of one of the sites in the Google content network.
• Placement targeting: Ads are displayed on sites that are part of the content network, based on those specified when setting the campaign.

With two systems just mentioned, so you can reach only surfers really interested in its products and services (hence the term "targeting").

To fix this idea, the essence of innovation made by the AdWords advertising system as the Web, the following are some examples.

Keyword targeting on search results

Company X, which produces mobile accessories, decide within a SEM strategy to launch its new Bluetooth headset through an AdWords campaign, choosing targeted keywords.

Initially, there shall be invested only in the pages of search results on Google.

After careful study it was decided to devote some 'budget, including on key research Bluetooth headsets. "

Result: when a browser will search on Google will find the key mentioned above, among others, the ad's product X .

Keyword-targeted content network

After some success on the results of research, the company intends to invest further X budget in AdWords. This time decided to dedicate part of the targeted keywords on the content network. Among others, will also use the keyword "Bluetooth headsets."

Results: the content network sites that have information relating to keys "bluetooth headset" displayed on their pages, the ad in the company's product X.

Placement-targeted content network

Company X, which continues to be satisfied with the performance of their campaigns, finally decides to devote budget also positioning on the content network.

To do this, the panel will choose those managing AdWords Google Network sites characterized by visitors who are the target of interest in the product of the company X.

Result: the sites of content selected, will display on their page ad on the company's product X, through the AdSense ads.

In general, the targeting on the content network (either by keyword or placement) is not to be considered depending on where and how ads are displayed, but must be understood as a feature that offers several ways to strategically reach their target .