Google provides premium versions of its three major programs for high-traffic and high-budget sites. Those three programs are AdWords (see Part II), AdSense (see Part III), and on-site Google searching (see Rubric 5). This Rubric describes the high-end versions of these programs, premium AdWords, premium AdSense, Custom WebSearch, and Silver and Gold Search.
Premium AdWords
Google AdWords is not just for small businesses and entrepreneurs anymore. Small accounts put the program on the marketing map, but now corporations of all types are represented in the advertising column on Google search results pages. When Google eliminated its Sponsored Link program, which sold placement on a pay-by-impression basis, the corporate segment of its advertising clientele was rolled into AdWords — probably with little complaint. The efficiency and control afforded by AdWords applies just as happily to large companies as to small ones. Large advertisers are eligible for a special program called premium-level AdWords. (No one, even the largest, most budgetarily advantaged advertisers, is forced to use the program.) Similar to regular AdWords, the premium program offers a more involved customer service experience throughout the campaign. Many a small-business owner wishes he or she could enjoy the service perks built into premium-level AdWords. To qualify for premium-level service, AdWords advertisers must commit to spending a minimum of $30,000 over a three-month period and at least $10,000 per month. (There is no charge beyond the spending minimum.) Because AdWords is a pay-per-click system, a natural question arises: What if the company's ads don't generate $10,000 worth of clickthroughs in a month? After all, it can be difficult for little businesses to keep their click-through rates high enough to spend money seriously. This is where Google steps in. Each premium AdWords account is assigned a customer service team that assists the client at every step, from soup to nuts. This level of assistance includes industry-specific marketing advice, creative help writing ads, hands-on account maintenance if desired, campaign structuring, keyword generation, account planning and optimization, performance analysis — basically, everything an excellent third-party agency would do when implementing an AdWords campaign for a client. Conceiving of Google as a specialized ad agency brings up an interesting issue: Should a high-spending company operate in non-premium AdWords with the help of a hired ad agency? Or is it better to enter premium AdWords and let Google be your de facto agency? Going with Google saves money — that's one consideration right off the bat. However, if AdWords is part of a large, multifaceted marketing campaign, the ideal situation might be to manage the entire effort under one roof, which would not be Google's roof. Then again, just as Google doesn't manage non-AdWords aspects of the campaign, most traditional ad agencies do not specialize in AdWords. So getting it all under one roof — either Google's or a hired agency — is difficult. A few miscellaneous notes about premium AdWords: Despite the special service provided to premium AdWords clients, Google doesn't bend basic AdWords rules. The ads are the same — small boxes of text. The competitive environment for placement on the page is identical to the competition faced by regular AdWords customers, and premium-level advertisers bid on keywords in the same fashion as non-premium-level users. The pay-for-placement Sponsored Links, which were once placed atop search results pages, no longer exist as pay-for-impression ads. AdWords ads receiving the top two spots on pages populated by ten ads go in those top-of-page slots, but they're paid for by the click just like any AdWords ad. Premium-level AdWords doesn't offer pay-for-placement service. Just as with regular AdWords, participation in premium AdWords doesn't affect a site's listing or PageRank in Google's Web index. Although account management is offered to premium-level accounts, those clients are free to use the standard AdWords reporting and administrative tools available to everyone. If your company is interested in the premium level of AdWords and meets the spending commitment requirement, you notify Google of your interest by filling in an on-screen form.
The form, shown in Figure 15-1, requests basic contact, industry, and URL information and serves as an introductory letter to Google. Find that form here: services.googl e.com/ads_inquiry/en
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