AdWords- Building AdWords

Friday, October 3, 2008

There are two ways to sign up for AdWords, depending on the type
of advertising campaign you are planning.
The Starter Edition is for advertisers who have a single product
or service. This edition is targeted to those new to AdWords, and
in general, to the SoHo segment. Starter Edition offers an easy-to-
understand interface with a simplified sign-up process to advertise
a single product or business. An advertiser can choose one or many
keywords relating to his ad. Basic reporting like the number of
clicks that was registered for the ad, the number of ads that were
displayed for that keyword (the impressions), and the cost
incurred due to clicks to advertisers advertisement are shown on
this edition. One can also target ads to a city, country, or even by
language in this edition.
This edition also has templates that assist one in building the
ad, by asking a few simple questions. Step-by-step procedures allow
the advertiser to get tips on what keywords should be selected.
You fix your monthly budget and pay Google in your local
currency. The more you spend for the keyword, the ad will be dis-
played more often with higher ad positioning when the keyword
is typed into the search engine. This is a bidding process: ads of
the highest-quoted keywords are displayed more often, with
higher ad positioning.
AdWords Standard Edition has all the features of Starter
Edition with a lot more tools. Here, ads can be targeted to multi-
ple regions at once, whereas in the Starter Edition, it is only for
one region or one language.
When it comes to the pricing of keywords, you have more
options than with that of Starter Edition. Here, you have options
of setting the price for each keyword, giving you, the advertiser,
more control of how the ad money is spent, and proper strate-
gising of the ad. For example, for the keywords we mentioned,
you can select “keyboard” to be at a higher price per click then
the rest, thus having the ad displayed more often for “key-
board.”
The content that goes as the brief description for the ad can
also be bid for in this edition, where the highest bidder for key-
words can display a certain set of words relating to the ad.
The placement of the ads—such as second position, also called
position preference, can be done with the Standard Edition.
AdWords Standard Edition allows you to have multiple products
with multiple ad campaigns, with each campaign having many key-
words—and each one of these campaigns can run simultaneously.
For example, Tata, a diversified company, has multiple products and
each product has multiple ads for different regions. The configura-
tion for such a scenario can be done at the second page.