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The Content Network includes both text and image ads. The image ads can be horizontal, vertical, or square. Your image ads should show a product shot and your USP. Image ads convert better. We think this is because if your customers are looking for a product, they will select an ad that shows the product. Someone looking for koi is more likely to click on ads that show koi instead of ads that have only text. Many advertisers lack the resources to create a set of image ads with professional photographs and layout. There is also the expense. Professionally produced image ads can cost several hundred dollars. However, this is good news; you ll have fewer competitors, so the clicks will be cheaper. To get a very sharp and clear image, use PNG format (not JPG or GIF). The maximum file size is 50KB. If the PNG file is too large, save it once as a JPG. Ads may include 15 seconds of animation if it s not looped. You can add a sparkle to the logo, and so on. We strongly recommend animated Flash ads. These generally perform better than still images. You can also use video ads. Video ads appear first as a static image. When the visitor clicks, the video opens in a pop-up window. Video ads use the same sizes as image ads. Image ads are reviewed by the search engines to make sure they are family-friendly. This review can take up to five workdays. If you have an account representative, ask them to approve your ads. You must create ads in all eight sizes shown here. Sites select the format that fits into their design. Because you don t know which size that will be,
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you have to offer all formats. Some sites may also choose to show text ads, so you should include at least one text ad.
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Gadget ads are yet another format for ads at Google. A gadget ad is a small box that can contain software such as a mortgage calculator, a game, or a mini-website of your site. You can create widgets in the various Google image ad sizes. You can see examples and learn more about gadget ads at www.google.com/adwords/gadgetads.
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Another way to place your ads is to use placement targeting, which enables you to select the websites where your ads will be displayed. You can use text ads, image ads, and video ads. You can select sites by categories, related topics, URLs, or demographics. This lets you place your ads in front of a highly targeted audience. In the following example, you can see that Animal-World gets 10,000 to 100,000 page views per day, but AquaBid. com gets up to 500,000 views per day.
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Your ads will appear only on these sites. This lets you target the advertising to highly relevant websites. For example, you can place your koi ads in Koi-Magazine.com, but not Gourmet.com. Many high-traffic magazine websites carry Google s ads. To sell our koi, we can advertise in RobbReport.com and The New York Times website. Enter the sites you want, and similar sites will be shown. You can pay either by CPC or CPM (you pay for every 1000 displays of your ad):
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Use CPC if your goal is conversions (such as sales, leads, downloads, and so on). Use CPM if your purpose is to increase brand awareness among your target audience. You set the amount that you ll pay for 1000 impressions.
You can also bid according to demographics. If your target audience is women 22 35, you can bid higher when your ad shows to this group. To manage your costs in placement advertising, use placement reports. Find the sites that have poor CPL or CPA. You can block them from your ad
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