Tools contextual search advertising from Google, which provides a user-friendly interface and a lot of tools to create effective advertising messages. AdWords is Google’s flagship advertising project and a major source of income of the company

Editorial rules determining who would be targeted advertising and selecting the appropriate keywords, Web Publisher creates text ads that inform its potential clients (audience) about the products or services. To create advertising messages there are certain drafting rules of Google AdWords, which relate to describe website communication and the unique benefits of the proposed product or service.

Targeting AdWords provides linguistic and geographic targeting to select a target audience of the advertising messagework with keywords to choose an optimal set of keywords, AdWords keyword tool has. Features of this tool: sorting a list of keywords (distribution history efficiency in AdWords, and costs and projected ad position on Google search result page); simplified key words (a combination of different sources, download from .csv file); three options search keyword (keyword entered, according to high CTR or URL on any Web page); provided statistics regularly updated. The creator of the advertising message also has the ability to modify keyword to display the most appropriate customers to reduce cost-per-click (CPC) or cost-per-thousand impressions (CPM) and increase the return on investment (ROI). Currently there are four methods of targeting AdWords ads to users. Broad match is the default). Example: If in a list of keywords include tennis shoes, then ads in response to a query according to tennis and shoes, and words can be specified in any order and possibly in combination with other words. Phrase match. Works if you enclose a key phrase in quotation marks. Example: “tennis shoes, ad will appear in response to a search query for tennis shoes that (soft tennis shoes, but not shoes for tennis). This more precisely focused than broad, but still more freely than an exact match. An exact match. If the key phrase is enclosed in square brackets. Example: [tennis shoes], ad will appear only in response to see tennis shoes with a precise order of words, and no other words in a query (query soft tennis shoes will not work). This is the most targeted version matches. Negative keyword. Before the word preceded by a minus sign if negative. Example: If you choose a keyword phrase tennis shoes-soft, your ad will not be shown in query soft tennis shoes. There is a possibility to use separate URLs Publisher for each keyword, or relevant keyword sections of the site.

Reports Statistics accounts Google AdWords is reflected in the reports on the levels of advertising campaign, ad group, keyword, or site. It includes: number of clicks (clicks, impressions (impressions), clickthrough rate (CTR), the average CPC or CPM (average CPC or CPM), the cost, average position (average position), the conversion rate (conversion rate), and the ratio between the value and transition (cost-per-conversion). There is a possibility the Web Publisher create reports with the respective statistics from campaign to the level of the site. You can also use Google Analytics, which analyzes what visitors on the site Web Publisher. Thus, Google AdWords offers all the tools and generates data to monitor and change the advertising campaign to reach its maximum effectiveness.