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Subjects > Computers > Internet > Web > Search Engine News
AdWords is a program that lets web site owners advertise their website on Google search engine, as well as lots of third party website through the AdSense program. Attracting Web Traffic is an important activity for webmasters, and an AdWords program can help a website find targetted website visitors.
The AdWords program is a pay-per-click program where website owners agree to pay certain amounts for visitors from searches for certain words. A breeder of cats might decide to pay 25 cents for every visitor that comes from searches for siamese cat kittens.
Conventional pay-per-click ranks ads by how much each website owner is willing to pay for their visitors. Someone paying 25 cents a visitor will be listed ahead of a website owner who is only willing to pay 20 cents a visitor. This creates bidding wars between different website owners as they try to get listed in the first or second positions in the search results.
Google is different. Google AdWords program rates advertisers on how much traffic (and therefore income generated for Google) they generate with their ads, and places those ads that generate more revenue higher than those that generate less. So the wording of the advertisement becomes very important. An ad that only pays 10 cents a visitor, but generates 3 times as many clicks as a 20 cents ad would be listed ahead of the 20 cents ad.
Google AdWords program also imposes minimum clickthrough rates on the ads. If the minimum clickthrough rate is not achieved, they may entirely suspend the display of the advertisers ads.
Google AdWords editors also examine the ads, and frequently cancel ads that don't comply with a wide range of objective, and sometimes subjective, rules. It can be very frustrating to deal with these editors cancelling ads that get sufficient clickthrough to not trigger the minimum clickthrough suspension.
Because of these differences from traditional pay-per-click, it can be tricky to manage a Google AdWords program. A website owner should plan to dedicate a considerable amount of time over a period of days after the beginning of the pay per click program, so they can deal with the editors comments, as well as the automatic reactions of the system to the clickthrough levels.
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