16W Social Impact of Technology - 500 Instructor: Emily Brett;

1. TECHNOLOGY MAKES US A MARKETING
TOOL, DEMOGRAPHIC AND TARGET
Bradley Haveman - 200255613
James White - 200203355

2. WHAT IS GOOGLE ADWORDS?
AdWords is Google’s advertising service, which serves customized/tailored ads to users
based on their searches, these ads are paid for by companies. AdWords also tracks ads
that are clicked and charges those companies based on the number of times/how
often their ads are clicked.
AdWords is the most popular Pay-Per-Click(PPC) marketing service.
(Ratcliff, 2014)

3. WHY USE GOOGLE ADWORDS?
 AdWords is incredibly flexible and measurable, it can be customized to match
on keywords, show images, as well as get statistics on your audience,
information such as location, time of day, language, and browser/device they
are on.
 AdWords also allows you to advertise on Googles other (very) popular
websites like Gmail, and YouTube, and is tied in with other Google services like
Google Analytics.
 Advertising on Google is also faster than waiting for Google to read your site
and accurately show it in searches, so if you need results quickly AdWords is a
great solution as well.
(Rampton, 2014)

4. WHY ADWORDS (CONT.)
 Google AdWords is constantly improving as it is one of Googles primary sources
of income.
 Gigantic user base to advertise to, with YouTube alone receiving 1 billion unique
hits a month.
 2X Bigger than Bing and Yahoo searches combined.
 Very Controllable, you can set maximum costs per day, etc to make knowing
what you’re spending on advertising very easy.
(Rampton, 2014)

5. ADWORDS LOCAL BUSINESS IMPACT
 AdWords gives great control to small businesses who may
only operate locally, and not need the global level of
advertising Google can offer, by choosing to only serve ads
in a more local area it allows a business to get directly to
their immediate target audience whenever they have any
type of local, related search, which can really give a
business the advantage over other local competitors.

6. WHY WOULDN’T YOU USE ADWORDS?
 Companies using AdWords pay per click, which is a pro and con, you must
have a good website and plan to sell/get your message across to whoever
clicks your ad, because whether they buy or not, you have to pay for each click.
 Difficult for a smaller businesses to advertise on if there are large companies
paying more for their specific keywords. With some large companies paying
excess of $300,000/month on Google Ads alone.
(Rampton, 2014)

7. WHY WOULDN’T YOU USE ADWORDS?(CONT.)
 Human error can be costly, if you leave your Google ads on, you will have to
pay, even if you meant to turn them off at sometime, or thought you turned
them off, so you must exercise caution and ensure you turn your ads off when
you don’t want them running.
 Google imposes a 25 character limit for the headline of ads, and two 35
character lines of text, as well as 35 for the display URL, which limits what info
you can give to the user.
(Rampton, 2014)

8. WHAT DO GOOGLE ADS LOOK LIKE?
In Red are
Googles Ads
In Green are
our search
results

9. GOOGLE SHOPPING ADS

10. GOOGLE ANALYTICS, WHAT IS IT?
 Google Analytics is a tool that any website can use to see
how their users are using their website, as well as helping
Google to understand performance of websites.
 This information Google gathers is not match-able to
personal information, so from a anonymity/security
standpoint it is very safe as well.

11. WHAT IS GOOGLE ANALYTICS TRACKING?
 Google Analytics by default tracks when you revist a site
with Google Analytics as well as how long the user spends
on the site, IP Adress/Relative location data, and the URL
that referred to the current website to see where users
came from. Google can also track if a user checks the
Google Plus “+1” button on any site that has it if the
browser is logged into the browser, so they can track who
likes what sites on G+ as well.
(Geary, 2012)

12. WHAT DOES GOOGLE ANALYTICS LOOK LIKE?
THIS IS WHAT GOOGLE ANALYTICS LOOKS LIKE TO A WEBSITE OWNER WHEN THEY CHECK THEIR ANALYTICS.

13. GOOGLE ADWORDS AND ANALYTICS AS A GLOBAL TOOL
 Google AdWords and Analytics are such large tools being utilized by so
many websites, they are collecting massive amounts of data daily that
allows companies to market to people better. Google’s network of
websites alone reaches
“over 90% of internet users world wide with more than
a trillion impressions served over 1 billion users every
month”
“Everybody on the Planet is our target audience” –
Google Marketing Boss
(Kreitman, 2014)

14. CONCLUSION
It is clear Google AdWords and Analytics are 2 very powerful tools
that turn the average consumer just browsing the web and
searching around into someone to advertise to easily, as well as
track data on and send targeted or broad ads to, serving a billion+
searches and users in a month, that’s a lot of data to track, and
people to market to, don’t you think?
That is how Google Makes us a Marketing Tool, Demographic and
Target.

15. REFERENCES
 Ratcliff, C. (2014, October 30). What is Google AdWords and how does it work? Retrieved April 13, 2016,
from https://econsultancy.com/blog/65682-what-is-google-adwords-and-how-does-it-work/
 Rampton, J. (2014, March 29). 5 Reasons Your Business Should Use AdWords. Retrieved April 13, 2016,
from http://www.forbes.com/sites/johnrampton/2014/03/29/5-reasons-your-business-should-use-
adwords/#2299ff1e58eb
 Rampton, J. (2014, July 7). 5 Reasons You Shouldn't Use AdWords. Retrieved April 13, 2016, from
http://www.forbes.com/sites/johnrampton/2014/07/07/5-reasons-you-shouldnt-use-
adwords/2/#605aebb72855
 Geary, J. (2012, April 23). Google: What is it and what does it do? Retrieved April 13, 2016, from
https://www.theguardian.com/technology/2012/apr/23/google-tracking-trackers-cookies-web-
monitoring
 Kreitman, A. (2014, August 01). Why AdWords? Reach 90% of Internet Users Worldwide (And 10 other
reasons). Retrieved April 13, 2016, from http://www.digitalmarketer.com/why-adwords/
 Why Does My Small Business Need Google AdWords? [Ultimate Guide]. (2014). Retrieved April 13, 2016,
from http://blog.wishpond.com/post/77711920097/why-does-my-small-business-need-google-adwords