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Google Ads : Life of a dollar
Presented By: Rajat Jain
Introduction to Ads
Overview:
•

Google greatest search company but no revenue initially

•

Launched AdWords in 2000 - by applying search principles in Ads

•

Today accounts for over 90% of Google's revenue - ad revenue was $42.5 billion in 2012
Different Types of Ads


Text Ads - Google's text advertisements are short, consisting of one headline of 25
characters and two additional text lines of 35 characters each



Display Ads



Banner Ads



Video Ads



Click to Call Ads, etc.
Different Ad Delivery Mechanism

 AdWords - on google.com and other partner search sites
• Text Ads based on search keywords
 AdSense - on publisher websites
• Text Ads based on site content
• Display Ads based on site verticals, etc. Google shares revenue with site publisher
• For lot of sites revenue model is based on AdSense revenue
Bidding & Matching Algorithm


Technical Terms
•
Impressions, Clicks, CTR, CPC, CPM, etc.



Google Bidding Algorithm
•
Old bidding vs new bidding



Bidding process with Examples
•
see http://goo.gl/QFl0w4



Matching Algorithm
•
Exact match vs. Phrase Match vs. Broad Match

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Google Ads: Life of a dollar

  • 1. Google Ads : Life of a dollar Presented By: Rajat Jain
  • 2. Introduction to Ads Overview: • Google greatest search company but no revenue initially • Launched AdWords in 2000 - by applying search principles in Ads • Today accounts for over 90% of Google's revenue - ad revenue was $42.5 billion in 2012
  • 3. Different Types of Ads  Text Ads - Google's text advertisements are short, consisting of one headline of 25 characters and two additional text lines of 35 characters each  Display Ads  Banner Ads  Video Ads  Click to Call Ads, etc.
  • 4. Different Ad Delivery Mechanism  AdWords - on google.com and other partner search sites • Text Ads based on search keywords  AdSense - on publisher websites • Text Ads based on site content • Display Ads based on site verticals, etc. Google shares revenue with site publisher • For lot of sites revenue model is based on AdSense revenue
  • 5. Bidding & Matching Algorithm  Technical Terms • Impressions, Clicks, CTR, CPC, CPM, etc.  Google Bidding Algorithm • Old bidding vs new bidding  Bidding process with Examples • see http://goo.gl/QFl0w4  Matching Algorithm • Exact match vs. Phrase Match vs. Broad Match