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DoubleClick For Publishers
Google Ads (formerly Google AdWords) is an online advertising platform developed by Google, where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users. 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. Services are offered under a pay-per-click (PPC) pricing model. Google Ads is the main source of revenue for Alphabet Inc, contributing US$168.6 billion in 2020. History Google launched AdWords in 2000. Initially, AdWords advertisers paid for the service monthly, and Google would set up and manage their campaigns. Google soon introduced the AdWords self-service portal to accommodate small businesses and those who wanted to manage their own campaigns. In 2005, Google started a campaign management service known as 'Jumpstart'. The AdWords system was initially implemented on top of the MySQL database engine. After the sys ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Google
Google LLC () is an American multinational technology company focusing on search engine technology, online advertising, cloud computing, computer software, quantum computing, e-commerce, artificial intelligence, and consumer electronics. It has been referred to as "the most powerful company in the world" and one of the world's most valuable brands due to its market dominance, data collection, and technological advantages in the area of artificial intelligence. Its parent company Alphabet is considered one of the Big Five American information technology companies, alongside Amazon, Apple, Meta, and Microsoft. Google was founded on September 4, 1998, by Larry Page and Sergey Brin while they were PhD students at Stanford University in California. Together they own about 14% of its publicly listed shares and control 56% of its stockholder voting power through super-voting stock. The company went public via an initial public offering (IPO) in 2004. In 2015, Google was reor ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Keyword Advertising
Keyword advertising is a form of online advertising in which an advertiser pays to have an advertisement appear in the results listing when a person uses a particular phrase to search the Web, typically by employing a search engine. The particular phrase is composed of one or more key terms that are linked to one or more advertisements. The most common form or keyword advertising, focused on payment methods, is pay per click (PPC), with other forms being cost per action (CPA) or cost per mille (CPM). The first documented attempt at keyword advertising was 1996, by the search company OpenText, just a few years after the first attempt at banner advertisements. However, the project was soon abandoned. In 1997 Yahoo!, through its partnership with Flycast Communications, successfully launched banner advertising based on keyword searches. Their concept originated from discussions in late 1996 with Chip Royce, head of online marketing for InterZine Productions of Boca Raton, Florida, wh ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Cost Per Click
Pay-per-click (PPC) is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher (typically a search engine, website owner, or a network of websites) when the ad is clicked. Pay-per-click is usually associated with first-tier search engines (such as Google Ads, Amazon Advertising, and Microsoft Advertising formerly Bing Ads). With search engines, advertisers typically bid on keyword phrases relevant to their target market and pay when ads (text-based search ads or shopping ads that are a combination of images and text) are clicked. In contrast, content sites commonly charge a fixed price per click rather than use a bidding system. PPC display advertisements, also known as banner ads, are shown on web sites with related content that have agreed to show ads and are typically not pay-per-click advertising, but instead usually charge on a cost per thousand impressions (CPM). Social networks such as Facebook, Instagram, LinkedIn, Reddit, ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Cost Per Impression
Cost per impression (CPI) and cost per thousand impressions (CPM) are terms used in traditional advertising media selection, as well as online advertising and marketing related to web traffic. They refer to the cost of traditional advertising or internet marketing or email advertising campaigns, where advertisers pay each time an ad is displayed. CPI is the cost or expense incurred for each potential customer who views the advertisement(s), while CPM refers to the cost or expense incurred for every thousand potential customers who view the advertisement(s).Cost per impression (CPI), or "cost per thousand impressions" (CPM), is a term used in traditional advertising media selection, as well as online advertising and marketing related to web traffic. It refers to the cost of traditional advertising or internet marketing or email advertising campaigns, where advertisers pay each time an ad is displayed. CPI is the cost or expense incurred for each potential customer who views the adve ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Demographic Targeting
Demographic targeting is a form of behavioral advertising in which advertisers target online advertisements at consumers based on demographic information. They are able to achieve this by using existing information from sources such as browser history, previous searches as well as information provided by the users themselves to create demographic profiles of consumers. This information can then be used by advertisers to segment their audience demographically and target advertisements at specific groups of people to maximise the likelihood of their advertisements being seen by their target market; their most profitable audience. Demography can be defined as "The study of human populations in terms of size, density, location, age, sex, race, occupation and other statistics".Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2012). Marketing (9th ed.). Australia: Pearson Australia. Using such statistics, communicators are able to segment their target audience, as consum ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Google Analytics
Google Analytics is a web analytics service offered by Google that tracks and reports website traffic, currently as a platform inside the Google Marketing Platform brand. Google launched the service in November 2005 after acquiring Urchin. As of 2019, Google Analytics is the most widely used web analytics service on the web. Site frequently updated. Google Analytics provides an SDK that allows gathering usage data from iOS and Android app, known as ''Google Analytics for Mobile Apps''. Google Analytics can be blocked by browsers, browser extensions, firewalls and other means. Google Analytics has undergone many updates since its inception and is currently on its 4th iteration — GA4. GA4 is the default Google Analytics installation, and is the renamed version for the (App + Web) Property that Google released in 2019 in a Beta form. GA4 has also replaced Universal Analytics (UA). One notable feature of GA4 is a natural integration with Google's BigQuery — a feature previou ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Mobile Advertising
Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices. It is a subset of mobile marketing, mobile advertising can take place as text ads via SMS, or banner advertisements that appear embedded in a mobile web site. It is estimated that U.S. mobile app-installed ads accounted for 30% of all mobile advertising revenue in 2014, and will top $4.6 billion in 2016, and over $6.8 billion by the end of 2019. Other ways mobile advertising can be purchased include working with a Mobile Demand Side Platform, in which ad impressions are bought in real-time on an Ad exchange. Another report has indicated that worldwide mobile digital advertising spend would reach $185 billion in 2018, $217 billion in 2019 and $247 billion in 2020. Overview Some see mobile advertising as closely related to online or internet advertising, though its reach is far greater — currently, most mobile advertising is targeted at mobile phones, that came at an estimated g ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Video Advertising
Video advertising encompasses online display advertisements that have video within them, but it is generally accepted that it refers to advertising that occurs before, during and/or after a video stream on the internet. The advertising units used in this instance are pre-roll, mid-roll, and post-roll and all of these ad units are like the traditional spot advertising you see on television, although often they are "cut-down" to be a shorter version than their TV counterparts if they are run online. Broadcast websites such as Sky.com and itv.com have such advertising on their sites, as do newspaper websites such as ''The Telegraph'', and ''The Guardian''. In 2010, video ads accounted for 12.8% of all videos viewed and 1.2% of all minutes spent viewing video online. In July 2014, Facebook paid an estimated $400 million to acquire LiveRail, a video advertising distributor which uses Real-time bidding to place more than 7 billion video ads a month. Video ad formats According to I ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Display Advertising
Digital display advertising is online graphic advertising through banners, text, images, video, and audio. The main purpose of digital display advertising is to post company ads on third-party websites. A display ad is usually interactive (i.e. clickable), which allows brands and advertisers to engage deeper with the users. A display ad can also be a companion ad for a non-clickable video ad. According to eMarketer, Facebook and Twitter were set to take 33 percent of display ad spending market share by 2017. Desktop display advertising eclipsed search ad buying in 2014, with mobile ad spending overtaking display in 2015. Overview Digital display advertising is an online form of advertising in which the company's promotional messages appear on third-party sites or search engine results pages such as publishers or social networks. There is an evidence showing that this advertising can increase the number of website page view of a company from most types of customers except from ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Search Advertising
In Internet marketing, search advertising is a method of placing online advertisements on web pages that show results from search engine queries. Through the same search-engine advertising services, ads can also be placed on Web pages with other published content. Search advertisements are targeted to match key search terms (called keywords) entered on search engines. This targeting ability has contributed to the attractiveness of search advertising for advertisers. Consumers will often use a search engine to identify and compare purchasing options immediately before making a purchasing decision. The opportunity to present consumers with advertisements tailored to their immediate buying interests encourages consumers to click on search ads instead of unpaid search results, which are often less relevant. For the online user, Sponsored Search Advertisement offers highly relevant search results which are based on the consumer’s own queries and, thus, they are considered less intrusi ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Internet Protocol
The Internet Protocol (IP) is the network layer communications protocol in the Internet protocol suite for relaying datagrams across network boundaries. Its routing function enables internetworking, and essentially establishes the Internet. IP has the task of delivering packets from the source host to the destination host solely based on the IP addresses in the packet headers. For this purpose, IP defines packet structures that encapsulate the data to be delivered. It also defines addressing methods that are used to label the datagram with source and destination information. IP was the connectionless datagram service in the original Transmission Control Program introduced by Vint Cerf and Bob Kahn in 1974, which was complemented by a connection-oriented service that became the basis for the Transmission Control Protocol (TCP). The Internet protocol suite is therefore often referred to as ''TCP/IP''. The first major version of IP, Internet Protocol Version 4 (IPv4), is the do ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Target Market
A target market, also known as serviceable obtainable market (SOM), is a group of customers within a business's serviceable available market at which a business aims its marketing efforts and resources. A target market is a subset of the total market for a product or service. The target market typically consists of consumers who exhibit similar characteristics (such as age, location, income or lifestyle) and are considered most likely to buy a business's market offerings or are likely to be the most profitable segments for the business to service by OCHOM Once the target market(s) have been identified, the business will normally tailor the marketing mix (4 Ps) with the needs and expectations of the target in mind. This may involve carrying out additional consumer research in order to gain deep insights into the typical consumer's motivations, purchasing habits and media usage patterns. The choice of a suitable target market is one of the final steps in the market segmentation ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
