Google AdWords: Learning Center

All AdWords ads appear on Google.com search results pages. In each account's Campaign Settings, advertisers may also choose to extend the reach of their advertising, by distributing their campaigns to sites in the search network and/or content network. These networks are separately and collectively referred to as the Google Network.

Before an ad will appear in the Google Network, it must be reviewed and approved to ensure compliance with ad policies. Unreviewed ads will not be distributed, and any changes to your ad will result in it being removed from Google Network distribution until it has been re-approved.

In addition, all sites in the Google Network are reviewed to ensure that ads do not appear on pages containing inappropriate or sensitive themes, such as tragedies. In addition, ads do not appear on sites classified by Google as containing adult content, specifically sexual content pages. As such, you can be confident that your ads will not appear on sites that will damage your brand or image. If for any reason you would like to ensure that your ads do not appear on particular sites in the Google Network, you may add these sites to your site exclusion list.

Ads in the search network are triggered by user queries. If a query is entered that matches your ad's keywords, your advertisement will be entered into the auction for placement on that page.

The AdWords ads are displayed under the 'sponsored links' heading above the search results. The format of your ad will vary slightly from site to site, to fit the look-and-feel of the particular page. This is done automatically, and doesn't require any additional input from the advertiser side.

To view more examples of some of our search network partners, please read 'Where will my ad appear?'

Web Content

Our content network consists of thousands of websites, ranging from small niche sites to massive web portals. Using our contextual targeting technology, we can match your ads to web pages that closely align with the keywords and topics you have specified. By closely matching ads and websites, you can be assured that your message is being delivered to an interested and appropriate audience.

For example, if your business relates to motorcycle accessories, your keywords and ad text will be matched to similar content. This would include sites with accessory reviews, articles, and commentary. If you have specified a particular model of motorcycle, we'll also match your ads to pages about that motorcycle. Users who are visiting these pages have an established interest in the subject, increasing your chances of reaching targeted, high-conversion customers.

Gmail

The content network also includes distribution through Gmail, Google's web-based email program. The AdWords system analyzes the content of emails viewed within the Gmail interface, and matches ads to this content. Emails about upcoming vacations may, for example, display advertisements for local attractions, lodging, or businesses.

Newsletters

In addition to web pages, Google AdWords can appear in email newsletters. Acceptable newsletters are limited to opt-in only, ensuring that your ads will only appear in quality newsletters. With email newsletters, your audience can be very highly targeted - not only are the ads carefully matched to the content of the email, but the readers have also demonstrated high interest in the topic by subscribing to the letter. This eliminates users who are simply browsing through, and provides you with a receptive and interested audience.