ChapterÂ 14.Â AdWords beyond CPC
When Google started out, the commercial focus of the company was CPC advertisingâtext ads that cost money to advertisers when they were clicked. (Of course, before that Google was a search company!) As time has gone by, Googleâs commercial offerings have expanded way beyond CPC and out of the virtual world into the real world. For the most part, these advertising options are available from your AdWords account. Even after recent contractions, these offerings are substantial and should command your attention.
This chapter explains how to use Googleâs tools to create display ads, which are site placement ads on the Google content network. (Uploading your premade display ads was covered in ChapterÂ 10.) Site placement ads are themselves an expansion of Googleâs original advertising model and were explained in ChapterÂ 10.
Moving outward from the virtual world, this chapter explains how you can use AdWords to create and place interactive visual, mobile, and video ads.
Display Ad Builder
In ChapterÂ 10, I explained how you can upload a graphic to create an image ad that can be served on the Google content network. Uploaded graphics can be in .gif, .jpg, or .png file formats. The graphic for this kind of ad needs to fit into a predetermined format; the nomenclature and sizes for these formats are reviewed in TableÂ 14-1.
Youâll find these sizes referred to in Googleâs documentation about image ads as âIAB-approvedâ sizes, where IAB is the ...
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