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This article is about the Google serve aimed at advertisers. For the Google service aimed at publishers, see AdSense
Google Ads ( once Google AdWords ) [ 2 ] is an on-line advertise platform developed by Google, where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users. [ 3 ] It can place ads both in the results of search engines like Google Search ( the Google Search Network ) and on non-search websites, mobile apps, and videos. [ 4 ] [ 5 ] Services are offered under a pay-per-click ( PPC ) price model.
Reading: Google Ads – Wikipedia
Google Ads is the main beginning of gross for Alphabet Inc, contributing US $ 168.6 billion in 2020. [ 6 ] In 2021, Google Ads generated US $ 257.6 billion. [ 7 ]
history [edit ]
Former logo of the service Google launched AdWords in 2000. [ 1 ] Initially, AdWords advertisers paid for the serve monthly, and Google would set up and manage their crusade. To accommodate belittled businesses and those who wanted to manage their own campaigns, Google soon introduced the AdWords self-service portal. In 2005, Google started a campaign management serve known as ‘Jumpstart ‘. [ 8 ] The AdWords system was initially implemented on top of the MySQL database locomotive. After the system had been launched, management decided to use Oracle rather but was finally reverted to MySQL after the organization became much slower. [ 9 ] Eventually, Google developed a customs distributed Relational database management system ( RDBMS ) known as Google F1 specifically for the needs of the Ad occupation. The interface offers Spreadsheet Editing, Search Query Reports, and conversion metrics. [ 10 ] In 2008, Google launched the Google Online Marketing Challenge, [ 11 ] an in-class academician exercise for third students. [ 12 ] Over 8,000 students from 47 countries participated in the challenge in 2008, over 10,000 students from 58 countries took part in 2009, approximately 12,000 students in 2010, and about 15,000 students from 70 countries in 2011. The Challenge runs annually, roughly from January to June. In April 2013, Google announced plans to add enhanced campaigns for AdWords to aid with campaign management catered to multiple-device users. The enhance campaigns aimed to include advanced reports about users. This move was controversial among advertisers. [ 13 ] In July 2016, Google unveiled “ Showcase Shopping ” ads. With this format, retailers can choose to have a series of images that appear in search results related to respective search queries and keywords. [ 14 ] In October 2017, Google revised AdWords ‘ casual budget caps, which were previously set at a maximal of 120 % of preset day by day budgets, to a maximum of 200 %. This change was rolled out on the lapp day it was announced, prompting criticism from paid search professionals, though Google late clarified that this variety would affect entirely short-run campaigns of less than 30 days and that for campaigns running more than 30 days, overage charges would be refunded. [ 15 ] On 27 June 2018, Google announced [ 16 ] a rebranding of Google AdWords as Google Ads as of July 24, 2018. [ 2 ] [ 17 ] In 2018, Bloomberg News reported that Google had paid millions of dollars to Mastercard for its users ‘ credit rating wag data for advertise purposes. The deal had not been publicly announced. [ 18 ] [ 19 ]
Offices [edit ]
Google ‘s headquarters in Ireland where all EU Google Ads account management takes target. Sales and support for Google ‘s Ads division in the United States is based in Mountain View, California, with major secondary offices in Hyderabad, Dublin, Singapore, Ann Arbor [ 20 ] and New York City. The third-largest US facility is the Googleplex, [ 21 ] Google ‘s headquarters, which is located in Mountain View, California. Google AdWords mastermind is based at the Googleplex, with major secondary offices in Los Angeles and New York .
functionality [edit ]
Google Ads ‘ system is based partially on cookies and partially on keywords determined by advertisers. Google uses these characteristics to place advertise copy on pages where they think might be relevant. Advertisers pay when users divert their browse to click on the ad copy. [ 22 ] Adverts can be implemented locally, nationally, or internationally. Google ‘s textbook advertisements mimic what the average search resultant role looks like on Google. [ 23 ] Image ads can be one of the several different standardized sizes as designated by the Interactive Advertising Bureau ( IAB ). In May 2016, Google announced Expanded Text Ads, allowing 23 % more text. Besides the Google search locomotive, advertisers besides have the choice of enabling their ads to show on Google ‘s partner networks, including AOL search, Ask.com, and Netscape, who receive a assign of generate income. [ 22 ] In addition to external search engine commercialize agencies and consultants, Google has its own in-house team of account managers. [ 24 ]
Features [edit ]
Restrictions on ad content [edit ]
The “ family condition ” of an ad ( “ family safe ”, “ non-family safe ”, or “ adult ” ) is set by a Google commentator and indicates what “ audiences the ad and web site are allow for ”. This affects when and where, including in which countries, an ad can appear. [ 46 ] As of April 2008, Google AdWords nobelium long allows for the display URL to deviate from that of the destination URL. Prior to this, paid advertisements could feature different landing page URLs to that of what was being displayed on the search net. Google explained that this policy change stems from both drug user and advertiser feedback. The concern prompting the limitation exchange is believed to be the precede on which users clicked advertisements. In some cases, users were being misled and foster targeted by AdWords advertisers prior to this change. [ 47 ]
As of December 2010, Google AdWords decreased restrictions over sales of hard alcohol. [ 48 ] It now allows ads that promote the sale of difficult alcohol and liquor. This is an extension of a policy change that was made in December 2008, which permitted ads that promote the stigmatization of hard alcohol and liquor. Some keywords, such as those related to hack, are not allowed at all. From June 2007, Google banned AdWords adverts for scholar essay-writing services, a go which received convinced feedback from universities. [ 49 ] Google has a variety of specific keywords and categories that it prohibits that vary by type and by nation. [ 50 ] For exemplar, use of keywords for alcohol related products are prohibited in Thailand [ 51 ] and Turkey ; [ 52 ] keywords for gambling and casinos are prohibited in Poland ; [ 53 ] keywords for abortion services are prohibited in Russia and Ukraine ; [ 54 ] and keywords for adult related services or products are prohibited worldwide as of June 2014. [ 55 ] [ 56 ] In early 2022, Google has paused all ad sales in Russia in response to the ongoing crisis in Ukraine. [ 57 ] In March 2020, at the begin of the Coronavirus crisis, Google blocked all face masks keywords from being eligible for ad target as part of a policy to prevent companies from attempting to capitalize on the pandemic. [ 58 ]
cost [edit ]
Every time a user conducts a research on Google, Google Ads runs an auction in substantial fourth dimension to determine which search ads are displayed on the search results foliate vitamin a well as the ad ‘s position. [ 59 ] The monetary value of a Google Ads crusade therefore depends on a variety show of factors, including the maximal measure an advertiser is volition to pay-per-click the keywords being bid on, and the choice score of the ad ( based on its relevance and pawl frequency and ad extensions ). Although an advanced offer scheme can be used to automatically reach a predefined cost-per-acquisition ( CPA ), this should not be confused with a sterilize CPA price exemplar. [ 60 ]
Lawsuits [edit ]
Google Ads have been the subject of lawsuits relating to trademark police ( Google, Inc. v. Am. Blind & Wallpaper Factory and Rescuecom Corp. v. Google Inc. ), fraud ( Goddard v. Google, Inc. ), and cluck fraud. overture Services, Inc. sued Google for patent violation in April 2002 in relation back to the AdWords service. The courtship was settled in 2004 after yokel ! get Overture ; Google agreed to issue 2.7 million shares of park stock to Yahoo ! in central for a ageless license under the patent. [ 61 ] In 2006, Google settled a click fraud lawsuit for US $ 90 million. [ 62 ] In May 2011, Google cancelled the AdWords ad purchased by a Dublin sex worker rights group named “ Turn Off the Blue Light ” ( TOBL ), [ 63 ] claim that it represented an “ crying irreverence ” of company ad policy by “ selling adult intimate services ”. however, TOBL is a nonprofit campaign for sex worker rights and is not advertising or selling adult intimate services. [ 64 ] After TOBL members held a protest outside Google ‘s european headquarters in Dublin and sent in written complaints, Google reviewed the group ‘s web site. Google found the web site contented to be advocating a political position, and restored the AdWords ad. [ 65 ] In June 2012, Google rejected the Australian Sex Party ‘s ads for AdWords and sponsored search results for the July 12 by-election for the state seat of Melbourne, saying the Australian Sex Party breached its rules which prevent solicitation of donations by a web site that did not display tax nontaxable status. Although the Australian Sex Party amended its web site to display tax deductibility information, Google continued to ban the ads. The ads were reinstated on election eve after it was reported in the media that the Australian Sex Party was considering suing Google. On September 13, 2012, the Australian Sex Party lodged formal complaints against Google with the US Department of Justice and the australian contest watchdog, accusing Google of “ unlawful intervention in the behave of a country election in Victoria with corrupt purpose ” in misdemeanor of the Foreign Corrupt Practices Act. [ 66 ] In December 2019, France fined Google €150 million for advertiser suspensions on Google Ads, arguing it had “ abused its prevailing position by adopting opaque and unmanageable to understand rules ” which it was then spare to “ interpret and modify ” at its own discretion. [ 67 ]
Controversies [edit ]
Trademarked keywords [edit ]
Google has come under fire for allowing AdWords advertisers to bid on brand keywords. [ 68 ] In 2004, Google started allowing advertisers to bid on a across-the-board diverseness of search terms in the US and Canada, including trademarks of their competitors [ 69 ] and in May 2008 expanded this policy to the UK and Ireland. Advertisers are restricted from using other companies ‘ trademarks in their ad text if the brand has been registered with Advertising Legal Support team. In March 2010, Google was involved with a brand misdemeanor case involving three french companies that own Louis Vuitton trademarks. The lawsuit concerned if Google was responsible for advertisers purchasing keywords that violate trademark misdemeanor. ultimately, the Court of Justice of the European Union ruled that Google AdWords were “ not a rupture of EU brand law, but that the content of some advertisements that are linked by Google keywords may well be in rupture depending upon the particular facts of the sheath. ” [ 70 ] Additionally, in some american jurisdictions, the use of a person ‘s appoint as a keyword for advertise or deal purposes without the person ‘s accept [ 71 ] has raised Right to Privacy concerns. [ 72 ] In 2013, the Tenth Circuit Court of Appeals held in 1 -800 Contacts, Inc. v. Lens.com, Inc. that on-line touch lens seller Lens.com did not commit trademark misdemeanor when it purchased AdWords and early search advertisements using rival 1-800 Contacts ‘ federally cross-file 1800 CONTACTS trademark as a keyword. [ 73 ] In August 2016, the Federal Trade Commission filed an administrative charge against 1-800 Contacts alleging that its search advertising brand enforcement practices have unreasonably restrained competition in misdemeanor of the FTC Act. 1-800 Contacts has denied all error and is scheduled to appear before an FTC administrative law estimate in April 2017. [ 74 ]
IT support banish [edit ]
In 2018, Google implemented a policy deepen which restricts the advertising of consumer technical support, including, “ trouble-shoot, security, virus removal, internet connectivity, on-line accounts ( for model, password resets or login defend ), or software initiation ”, [ 75 ] [ 76 ] Google ‘s Director of Global Product Policy, David Graff stated that the policy was intended to “ address misuse ” and “ deceitful activeness ” from third-party technical support providers, and that a verification broadcast for legitimate providers would be rolled out “ in the orgasm months ”. [ 77 ] This is so far to manifest, resulting in an effective banish on all IT support and repair relate services on the Google Ads platform. [ 78 ] Commentators have expressed concerns that this is an try by Google to stifle consumers ‘ right to repair electronic devices. [ 78 ] [ 79 ]
manipulation by fossil fuel companies for greenwashing [edit ]
Fossil fuel companies, funders and public relations agencies including ExxonMobil, Shell, Aramco, McKinsey, and Goldman Sachs are among the largest customers of Google Ads. One in five Google Ads for climate-related terms ( e.g net nothing, carbon storage, carbon capture and department of energy conversion ) were paid for by dodo fuel companies. A learn by The Guardian and InfluenceMap found that Shell ‘s ads appeared on 86 % of searches for “ web zero ”. Over half of users in a 2020 survey could not tell the difference between a convention Google leave and a Google Ad. [ 80 ] One of the study ‘s authors, InfluenceMap stated “Google is letting groups with a vested interest in the continued use of fossil fuels pay to influence the resources people receive when they are trying to educate themselves. The oil and gas sector has moved away from contesting the science of climate change and now instead seeks to influence public discussions about decarbonization in its favor.” [ 80 ]
See besides [edit ]
References [edit ]
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