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== Graphical banners vs. plain text ads ==
There are plain text AdWords and graphical banners. Plain text ads can be shown on Google's search portal as well as on independent websitesweb 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 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 websites 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 Google's AdWords Placement Tool.
== Charge system ==
Graphical banner and plain text AdWords work according to a same bidding system within a one and same Google AdWords 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 websiteweb site, Google shares its advertising revenue with the owner of the website 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 websitesweb 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.
== 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, it can even be possible to narrow banner display down to specific postal code districts. This applies to plain text ads shown directly on Google and as well as graphical banners on AdSense enabled sites alike. Within In Google's system, this it is achieved done by IP range identification. In other words, Google's ad-system knows from where each individual site visitor is browsing any AdSense enabled site and can thereby determine for which site visitors an ad should be displayed, as configured by advertisers within their AdWords accounts.
== Provide all available display options ==
<!--
File types
Formats GIF, JPG, PNG, SWF, ZIP
Max. size 150KB
Ad sizes
Square and rectangle
320 × 50 Mobile banner
320 × 100 Large mobile banner
-->
There are currently 20 possible display sizes. The available size for placement on any given site is determined solely by the preferences of the individual website web site publisher, not by the advertiser. To ensure a maximum reach for campaigns, multiple display options can be catered for by making graphical banners available in several available sizes. Below are the 11 most common sizes.
== Impressions count ==
Ads always receive a much higher proportion of impressions than clicks. A well-designed banner campaign visually connects a brand with the company, its website web site and URL. Such campaign result in increased brand awareness by repeated impressions and reminders even when ads are merely noticed and not clicked. In typically ad-cluttered spaces, this is where plain text AdWords fail to catch attention.
== Animated banners ==
