Google AdWords is a pay-per-click online advertising platform that allows advertisers to display ads on Google search results pages and partner websites. Advertisers only pay when a user clicks on their ad. It provides features like image ad creation, broad match modifiers, scripts for account management and reporting, and an editor for bulk changes. Advertisers can refine ad targeting using methods like location, language, IP address exclusion, and frequency capping to control how often users see ads. The system faces legal issues around intellectual property and trademark infringement.

1. Google-Ad website

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What Is Google Ad World ?
Imagine you could advertise your business in a magazine
and that you only actually paid a very small amount of
money for that advert if someone actually read it. In essence,
that is the concept Google Ad words is the system Google has
developed to assist you in marketing your products or
services in the Google Search Engine, and its affiliate sites,
via the use of a placed text ad that appears when people
search for phrases related to your offering, this appears as a
“sponsored link”. The system is a “pay per click” system, this
means you can dictate where your ad appears through
bidding for a series of phrases, but you only pay the amount
you have bid for if someone clicks on your ad as a result of a
web search, i.e. pay per click!

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Features of Ad Words :
1. Above-The-Fold CPM Bidding On The Display Network :
Many studies have been produced regarding above
and below-the-fold ad placement, and it’s widely accepted
that above-the-fold ad placement allows the best chance for
clicks.
2. Image Ad Creator :
• Have you ever used this thing? It’s incredible what it can create,
and even if you’re not too hot on what it comes up with, you can
use the idea to get some inspiration.
• The image ad creator surely beats creating. files with Adobe Flash
if you’ve never touched the program before.

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3. Broad +Match +Modifier :
Regular broad match can be a killer for Ad Words
accounts. It’s no wonder that so many people that try Ad
Words for the first time see their budgets being depleted
before they even blink.
• Broad match modifier allows you to add a “+” sign to words in
your keyword that must be present when a searcher types in
a query. Otherwise you won’t allow your ad to show.

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4. Ad Words Scripts :
This might be a bit too techy for most people, but don’t
let that scare you. Ad Words scripts are usually used
for reporting, account alerts, and bulk changes.
5. Ad Words Editor :
Google Ad Words Editor might not exactly be a feature
within Ad Words, but it’s a tool that I constantly find
underutilized when it comes to making bulk changes to
accounts. Some advertisers just don’t know it exists!

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IP Address Exclusion :
In addition to controlling ad placements through
methods such as location and language targeting, ad targeting
can be refined with internet protocol (IP) address exclusion. This
feature enables advertise to specify IP address ranges where they
don’t want their ads to appear.
up to 100 IP addresses or ranges of addresses can be
excluded per campaign. All ads in the campaign are prevented
from showing for users with the IP addresses specified.
locating based exclusion is also offered as a methods
of narrowing targeted users.

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Frequency Capping :
A feature that limits the number of times your ads appear to
the same person on the Display Network.
Frequency is the average number of times a unique user sees
your ad over a given time period. Use frequency capping to help
control the maximum number of times that you'd like each person
to see your ad on the Display Network.
When you turn on frequency capping for a campaign, you set a
limit for the number of impressions you will allow an individual
user to have per day, per week, or per month. You also choose
whether the limit applies to each ad, ad group, or campaign.

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Placement-Targeted Advertisement (Formerly
site-Targeted Advertisements) :
One of the ways ads are targeted to AdSense publisher websites
is through placement targeting. Placement targeting allows Ad Words
advertisers to choose specific ad placements where they'd like their
ads to appear. An ad placement can be an entire website or a specific
sub-set of ad units within that site, such as only ad units on a site's
sports pages or all ad units at the top of the page.
• An ad placement is a specific group of ad units on which an advertiser
can choose to place their ads using placement targeting. Ad
placements can be as broad as an entire website or as specific as a
single ad unit. Placements are made visible to advertisers in two ways:

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• Placements automatically created by our system. Each publisher
website in the AdSense network is automatically made available
to advertisers as a placement where they can target their ads.
When advertisers target this type of placement, their ads may
appear anywhere on the website.
• Placements defined by publishers. You have the ability to define
your own ad placements using your custom channels. You choose
how to group together specific ad units on your site that you want
advertisers to be able to target. Common ways of grouping ad
units into custom channels are by topic, ad format, or location on
a page. When advertisers target publisher-defined ad placements,
their ads may only appear in the specific ad units the publisher
has selected.

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Ad Words Distribution :
The “Google display network” (GDN) (formerly referred to as the
“content network”) show Ad words ad words ads on sites that are not search
engine. These content network sites are those that use AdSense and
DoubleClick, the other side are those side of the Google advertising model.
AdSense is used by website owners who wish to make money by displaying ads
on their websites. Click-through rates on the display network is calculated
separated from search network.
When you create a new keyword targeted Ad Words campaign,
your ads are set to appear not only on Google but also an extensive network of
partner sites. According to Google, this combined reach makes it the largest
online advertising network in the world, reaching 80% of all US internet users . .
. and an international audience in over 100 other countries.

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• Google Ad worlds main competitors are
Yahoo! Search Marketing and Microsoft add center. In 2010,
yahoo formed a partnership with Microsoft, giving Microsoft
the control over powering the yahoo search marketing ads.
Both accounts are now run through Microsoft Ad center.
When ads are displayed on yahoo now, it is powered by
Microsoft ad center and is run through the Microsoft
software software interface.

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Ad Words Account Management:
Account management enables you to leave your Google Ad
Words account in the hands of an Ad Words Mentor who will conduct work on
your campaigns whilst maintaining contact and working hard to deliver the best
possible results for you.
Ad Words has become incredibly competitive, costs are rising
and your competitors are slashing prices. Let's face it, your time is valuable and
it's best spent working to your key strengths so let us take care of Ad Words for
you. Our key strength is Ad Words: we understand it; we live and breath it; and
we deliver results. 91% of searchers look at the top ads, but only 21%.
The Google Ad words keywords Tool provides a list of related
keywords for a specific website or keyword.

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Google and IP sos have published new research intended to detail
the use of click-to-call in. The results show that almost half of those surveyed
(42%) had used click-to-call in search, with the need to talk to a real person
stated as the main motivation. Other motivations included ‘wanting answers
more quickly’ and ‘needing more information than a website could provide’.
Google Click-to-Call was a service provided by Google which
allows users to call advertisers from Google search results pages. Users enter
their phone number, Google calls them back and connects to the advertiser.
Calling chargers are paid by Google. It was discontinued in 2007. for some time
similar click-to-call functionality was available for result in Google Maps. In the
froyo release of Google’s android operating system, in certain advertisements,
there is a very similar functionality where a user can easily call an advertiser.
Google Click-To-Call :

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History :
The original idea was invented BY Bill Gross of idea lab who, in turn, borrowed the idea
from the model of the yellow pages. Google wanted to buy the idea but a deal could not be
reached. Not wanting to give up on this form of advertisement, the company launched its
own solution, ad worlds in 2000. Ad worlds followed a model that was significantly similar to
bill Gross creation which led to legal action between the two parties. Eventually the dispute
was settled out of court.
At first, ad worlds advertisers would pay a monthly amount, and Google would then set
up and manage their campaign. To accommodate small business an those who wanted to
manage their own portal. Starting in 2005 Google provided a campaign management service
called jumpstart program offers free telephone support from a Google specialist to help users
start their online advertising campaign. In 2005 Google launched the Google advertising
professional (GAP) program to certify individual and companies who completed Ad worlds
and the amount of money at stake, some advertisers hire a consultant to manage their
campaigns.

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Ad words has generated lawsuits in the area 9f trademark
(see Google, Inc. v. Am. Blind & wallpaper factory and Rescuecom
Corp. v. Google, Inc.), and click fraud. In 2006, Google settled a
click fraud lawsuit for US90 million.
Intellectual property rights protect certain categories of
information and works that are the result of human intellectual
Endeavour. The main types of intellectual property rights are
copyright, database rights, trade marks, designs and patents
(further information on intellectual property rights in general can
be found on the Intellectual Property Office website).
Legal Context :

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Technology :
• Ad Words (Google Ad Words) is an advertising service by
Google for businesses wanting to display ads on Google and
its advertising network. The Ad Words program enables
businesses to set a budget for advertising and only pay when
people click the ads. The ad service is largely focused on
keywords.

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Ad Content Restrictions :
• As of April 2008 Google Ad words no longer allows for the
display URL to deviate from that of the destination URL. Prior
to its introduction. Google paid advertisements could feature
different landing page URL’s to that of what was being
displayed on the search network. Google expands that the
policy change stems from both user and adviser feedback. The
concern promoting the restriction change is believed to be
the premise on which users and further targeted by Ad words
advertisers.

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