Google AdWords is an online advertising service, developed by Google, where advertisers pay to display brief advertising copy to web users. Google AdWords’ system is partly based on cookies and keywords predefined by the advertisers. Web pages from Google and from partner websites are designed to allow Google to select and display the advertising copy selected. Advertisers pay when users divert their browsing to seek more information about the copy displayed, and partner websites receive a portion of the income that is generated.
AdWords has evolved into Google’s main source of revenue, contributing to Google’s total advertising revenues of USD $43.7 billion in 2012. AdWords offers pay-per-click (PPC) (cost-per-click (CPC) advertising), cost-per-acquisition (CPA) advertising, cost-per-thousand-impressions, or cost per mille (CPM) advertising, site-targeted advertising for text, banner, and rich-media ads, and remarketing (also known as re-targeting). The AdWords program includes local, national, and international distribution. Google’s text advertisements are short, consisting of one headline of 30 characters, two additional text lines of 35 characters each, and a display URL of 40 characters. Image ads can be one of the several different Interactive Advertising Bureau (IAB) standard sizes. 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 for 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, to replace the single headline of 30 characters. The new description also allows 80 characters and replaces the two descriptions lines of 35 characters each. The display URL has been replaced with two 15 character paths, and the characters do not include the root domain. Emojis, and other uncharacteristic characters, are not allowed and reviews can be requested.
Sales and support for Google’s AdWords division in the United States are based in Mountain View, California, with major secondary offices in Hyderabad, Dublin, Singapore, Ann Arbor and New York City. The third-largest US facility is in Mountain View, California, headquarters. Engineering for Google AdWords is based in Mountain View, California with major secondary offices in Los Angeles and New York.
Google has an active official public help and support community maintained and frequented by highly experienced AdWords users (referred to as “Top Contributors”) and Google employees. In 2011, AdWords represented 96% of Google’s revenue.