In May 2016, Google announced its reformatting of ads to help consumers and advertisers succeed in a mobile-first world.The new format, called Expanded Text Ads, allows for 23% more text.

To be a Google certified partner, an agency must have at least two Ad Words Certified individuals, follow all "Best Practices", and must spend "in at least 60 of the last 90 days", managed a $10,000 spend in the last 90 days, and been active in the last 90 days.

One of the requirements for a Google Partner is that they must continue with their best practices by engaging with ongoing professional development.

Web pages from Google and from partner websites are designed to allow Google to select and display the advertising copy selected.

Advertisers pay when users divert their browsing to seek more information about the copy displayed, and partner websites receive a portion of the income that is generated.

Google Ad Words is an online advertising service, developed by Google, where advertisers pay to display brief advertising copy to web users.

Google Ad Words' system is partly based on cookies and keywords predefined by the advertisers.

This feature allows them to create different audiences from website users and to show relevant ads to separate audiences.

Remarketing Lists for Search (RLSA) via Google Analytics became available in Google Ad Words in early June 2015, allowing standard GA remarketing lists to be used in the targeting of traditional text search ads.

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