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BUS 550 Case Study Textbook Chapter14 Google: Search, Online Advertising, and Beyond

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.

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BUS 550 Case Study Textbook Chapter14 Google: Search, Online Advertising, and Beyond

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  1. BUS 550 Case StudyTextbook Chapter14Google: Search, Online Advertising, and Beyond Anthony Palanca

  2. 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

  3. 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”

  4. Internet Search • Google uses organic search and PageRank • Server farms needed for web index • Over 1 trillion URLs! • SEO is essential for marketing

  5. Why Online Advertising? • Increased time spent online • Better ad performance tracking • Easier to target specific markets

  6. 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

  7. 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

  8. Online Fraud • Clicks and impressions • Enriching and Depleting • Click farms and Zombie networks • Rank-based impression • Disbarring • Link farming or spamdexing • Keyword stuffing

  9. Business Challenges and Competitors • What happens when maturity hits? • Emerging outlets such as mobile and social networks • Take bigger risks • Antitrust laws lead to less software bundling • Google’s competition • Apple’s acquisition of Quattro Wireless • Bing and Yahoo • Google’s solutions • Increase internet access with O3b • Android

  10. 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

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