1. What is Google AdWords?
Google AdWords is a free online marketing tool, provided by Google. In order to start using it, just set up an online account. This account could be the same as the one you use for other Google online tools, such as AdSense, Google Calendar, Google Docs, etc.
Google Accounts Home Page
2. What is the Google Network?
Before you can start building your online marketing campaigns in Google AdWords, it is important to understand the structure of the Google Network. Google AdWords can only serve ads on the Google Network. The Google Network is composed of two sub-networks: the Google Search Network and the Google Display Network (formerly, the Google Content Network – this name is still used in some locations/documents).
The Google Search Network is what immediately comes to mind when one thinks of Google: its search engine. Each time you search for something on Google, you get two types of results: organic (natural) and paid (a.k.a sponsored links). The majority of the results are organic, displayed in order of relevance and popularity. The paid search results are fewer, located at the very top of the page on a color background, as well as to the right of the organic ones. This is where your ads from Google AdWords will appear. The order of the paid search results is determined by a combination of factors, such as relevance to the search, maximum bid offered, quality of the ad, and others. Only text ads can be served on the Google Search Network. In addition to the Google search engine, the Google Search Network includes some partner search sites as well.
Google Seach Results Page
The Google Display Network comprises all the websites that are a Google property or have an agreement/contract with Google to display ads served by Google. For example, nytimes.com:
Google Image Ads on the New York Times
The Google Display Network permits text ads, image ads, and rich media ads in a number of sizes. Note that not all sites allow all possible sizes. A new feature of the Google Display Network is the video format for ads. YouTube, a Google property, is probably the most popular ad space for video ads.
Video Ads on YouTube
3. What’s new?
Besides the video ads, another new feature of Google AdWords is the option to have your ads served on Mobile Devices, in other words, on partner websites that support pages for mobile users. For that purpose, there is a special new format as well: mobile ads.
Google AdWords Networks and Devices Settings: Mobile
