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'''This is an introduction to graphical banners and how they can best work through Google's AdWords Ads and its related AdSense system.'''
== Impressions and clicks ==
== Graphical banners vs. plain text ads ==
There are plain text AdWords ads and graphical banners. Plain text ads can be shown on Google's search portal as well as on independent web sites. Plain text ads look all the same and are easily overlooked, much like ads in a newspaper are skipped. While there are exceptions, the lack of visual impact and overuse of plain text AdWords ads make them comparatively less effective. Graphical banners have a higher recognision value that can work better to convey a brand beyond Google's search portal.
== Where are graphical banner ads shown? ==
[[File:AdWords placement tool.jpg|thumb|300px|The ''Find placements'' interface in a Google AdWords account.]]
Graphical banners cannot be displayed on Google itself but can appear on a wide variety of web sites and portals whose owners have signed up to display them via Google's AdSense syndication system. Sites on which placements are possible can be found in GoogleAds's AdWords Placement Toolplacement tool.
== Charge system ==
Graphical banner banners and plain text AdWords ads work according to a same bidding system within a one and same Google AdWords Ads account and are normally charged on a PPC (pay-per-click) basis. Impressions, or simply views, do not cost anything. When clicking an ad on an AdSense connected web site, Google shares its advertising revenue with the owner of the web site where the ad is clicked.
Advertisers can determine a maximum they are willing to pay each time an ad is clicked as well as in which situations their ads should be shown, whether in plain text on Google itself, or as graphical banners and/or in plain text on various independent web sites.
Advertisers can manually select which exact sites their ads should be shown on and/or permit Google's system to automatically determine placements based on broadly defined keywords (not recommended) and in which countries and regions their ads should appear. While advertisers can specify their maximum payment p/click and daily budgets, the exact cost p/click is set by an automatic minimum and maximum bidding system, determined by how many advertisers compete for having their ads displayed on certain sites and in various geographical regions. It may cost more to advertise on a particular site for a same ad to be shown to site visitors in California than in Madrid because more advertisers typically place competitive bids for their ads to be shown in the Californian region than in Spain for example.
Alternatively, the AdWords system offers CPM (cost p/1000 impressions) based advertising.
== Geo-targeting by IP range and GPS coordinate ==
Google's system allows advertisers to configure and target geographical areas, such as individual countries and cities, and depending on the infrastructure of a country's telecom system, specific postal code districts. This applies to plain text ads shown directly on Google as well as graphical banners on AdSense enabled sites. In Google's system, it is done by IP range identification.
Geographical targeting surrounding a specified GPS coordinate can be applied to work with mobile devices which are configured to share users individual geo-locations. In short, in cases where Google's geo-detection system knows from where individual site visitors are browsing an AdSense connected site, they can determine to whom an ad should be served as configured by the advertisers within their AdWords Google Ads accounts.
== Provide all available display options ==
[[File:Wide skyscraper.gif|border]]
== Impressions that count ==
Ads always receive a much higher proportion of impressions than clicks. A well-designed banner campaign visually connects a brand and company, product or service along with its web site and URL. Such campaign result in increased awareness by repeated impressions and reminders in ways that increase brand awareness, even when ads are merely noticed and not clicked. <!--In ad-cluttered spaces, this is where plain text AdWords fail to catch attention.-->
== Animated banners ==
Animated banners are especially useful for small-screen displays where branding and images do not fit into the available space, e.g. mobile devices. For example, a banner can alternate between company name and logo, slogan, URL and product photos.
Google's system dictates that a cycle of all frames in an animation must complete within 21 seconds, not counting the first (background) frame. Continued and infinite looping is permitted but stops end at the last cycle completed within 21 seconds. <!-- Although Flash-based animations are permitted, they are best avoided due to their lack of support on mobile devices such as Ipads. The most widely supported animation method is therefore the old-fashioned GIF-based animation.-->
== Maintenance ==
The AdWords ads system, having evolved over 15 20 years, has a wide array of ad-delivery configuration options. Setting up a series of ads can easily be done, but running them unchanged is not ideal. Statistical analysis and finding new placement opportunities, being sites that make banner spaces newly available to advertisers, can help deliver maximum result for the available ad-budget.
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