Showing your ads on websites that your customers visit
You can also choose to show your ads to people as they browse the web. Your text, image and video ads can appear on the Google Display Network. The Display Network is a collection of websites and specific Google websites – including Gmail, Blogger and YouTube – that show AdWords ads. This network also includes mobile sites and apps that show ads. Here's an example of ads on a Display Network site. You can see how the ads are targeted to the content of the page:
Your ads can appear on specific websites or placements that you choose. For example, if your business sells wedding cakes, you could choose to show your ad on a popular wedding planning site. Your ads can appear on websites based on the targeting methods that you choose, like keywords, placements, audiences and topics.
Showing your ads on mobile phones and devices
You can show your ads to people as they search or visit websites on the go:
Showing your ads to people in selected locations or who speak a certain language
Select your target language(s). In our example, we've selected only English.
Showing your ads to specific audiences
With AdWords, you can also show your text, image and video ads on Display Network websites to specific groups of people:
With demographic targeting in AdWords, you can reach customers who are likely to be within the demographic groups that you choose. Demographic groups that you can choose from include:
- parental status
We'll then show your ads to people who are added to your lists or who we think are interested in those categories.
How costs are calculated in AdWords
Choosing a bidding strategy based on your goals
Every time that someone searches on Google, AdWords runs an auction to determine the ads that show on the search results page, and their rank on the page. To place your ads in this auction, you first have to choose how you'd like to bid. Try choosing a bidding strategy based on your goals, like whether you want to focus on getting clicks, impressions or conversions.
Focus on clicks on your ads.
This is known as a cost-per-click, or CPC bid. We recommend the CPC bidding method if you want to drive traffic to your website
Focus on impressions, or the number of times that your ad shows.
This is known as a cost-per-impressions, or CPM bid. We recommend the CPM bidding method if you want to increase awareness of your brand. Note that CPM bidding is available for Display Network campaigns only.
Focus on conversions, or when people take a specific action on your website after clicking one of your ads.
This is known as a cost-per-acquisition, or CPA bid. We recommend the CPA bidding method for seasoned AdWords advertisers who are interested in conversions, like purchases or sign-ups.