Transcript Google
BUS 550 Case Study Textbook Chapter14 Google: Search, Online Advertising, and Beyond Anthony Palanca Google and Online Advertising Online Ads have positive growth since 2006 Google controls internet search market share Success through matchmaking Most valuable media company in the world Company Profile Founded by Sergey Brin and Larry Page in 1998 Headquartered in Mountain View, CA Green facility Fortune’s Best Place to Work For 2007-2008 Encourages innovation – “20 percent time” Internet Search Google uses organic search and PageRank Server farms needed for web index Over 1 trillion URLs! SEO is essential for marketing Why Online Advertising? Increased time spent online Better ad performance tracking Easier to target specific markets Google’s Revenue Model AdWords on Google search (2/3) CPC and budget Ad Rank Automated auction with every search Geotargeted AdSense network (1/3) More refined targeting Various media formats CPM and CPA Customer Profiling and Targeting Use of cookies Computer profile Retail shopping carts Demographics Privacy Opt-in option and opt-out cookies Interest-based ads Missteps with Google Docs and Buzz Online Fraud Clicks and impressions Enriching and Depleting Click farms and Zombie networks Rank-based impression Disbarring Link farming or spamdexing Keyword stuffing Business Challenges and Competitors What happens when maturity hits? Google’s competition Emerging outlets such as mobile and social networks Take bigger risks Antitrust laws lead to less software bundling Apple’s acquisition of Quattro Wireless Bing and Yahoo Google’s solutions Increase internet access with O3b Android Multiple Choice What are the names of Google’s advertising applications and primary source of revenue? A. AdWow and AdSensation B. AdWare and AdSoft C. AdWords and AdSense D. AdMe and AdYou