Google Ads - Wikipedia

Google Ads (formerly Google AdWords) is an online advertising platform developed by Google, where advertisers bid to display brief advertisements, ... GoogleAds FromWikipedia,thefreeencyclopedia Jumptonavigation Jumptosearch OnlineadvertisingplatformownedbyGoogle ThisarticleisabouttheGoogleserviceaimedatadvertisers.FortheGoogleserviceaimedatpublishers,seeAdSense. Thisarticlehasmultipleissues.Pleasehelpimproveitordiscusstheseissuesonthetalkpage.(Learnhowandwhentoremovethesetemplatemessages) Thisarticlecontainscontentthatiswrittenlikeanadvertisement.Pleasehelpimproveitbyremovingpromotionalcontentandinappropriateexternallinks,andbyaddingencyclopediccontentwrittenfromaneutralpointofview.(October2016)(Learnhowandwhentoremovethistemplatemessage) Thisarticlereliestoomuchonreferencestoprimarysources.Pleaseimprovethisbyaddingsecondaryortertiarysources.Findsources: "GoogleAds" – news ·newspapers ·books ·scholar ·JSTOR(August2020)(Learnhowandwhentoremovethistemplatemessage) Thisarticlemaycontainanexcessiveamountofintricatedetailthatmayinterestonlyaparticularaudience.Pleasehelpbyspinningofforrelocatinganyrelevantinformation,andremovingexcessivedetailthatmaybeagainstWikipedia'sinclusionpolicy.(August2020)(Learnhowandwhentoremovethistemplatemessage) (Learnhowandwhentoremovethistemplatemessage) GoogleAdsDeveloper(s)GoogleInitialreleaseOctober 23,2000;21yearsago (2000-10-23)[1]TypeOnlineadvertisingWebsiteads.google.com GoogleAds(formerlyGoogleAdWords)[2]isanonlineadvertisingplatformdevelopedbyGoogle,whereadvertisersbidtodisplaybriefadvertisements,serviceofferings,productlistings,orvideostowebusers.[3]ItcanplaceadsbothintheresultsofsearchengineslikeGoogleSearch(theGoogleSearchNetwork)andonnon-searchwebsites,mobileapps,andvideos.[4][5]Servicesareofferedunderapay-per-click(PPC)pricingmodel. GoogleAdsisthemainsourceofrevenueforAlphabetInc,contributingUS$168.6billionin2020.[6] Contents 1History 2Functionality 2.1Features 2.2Restrictionsonadcontent 2.3Cost 2.4Conversiontracking 3Lawsuits 4Controversies 4.1Trademarkedkeywords 4.2ITsupportban 4.3Usebyfossilfuelcompaniesforgreenwashing 5Seealso 6References 7Externallinks History[edit] Formerlogooftheservice GooglelaunchedAdWordsin2000.[1]Initially,AdWordsadvertiserspaidfortheservicemonthly,andGooglewouldsetupandmanagetheircampaigns.GooglesoonintroducedtheAdWordsself-serviceportaltoaccommodatesmallbusinessesandthosewhowantedtomanagetheirowncampaigns.In2005,Googlestartedacampaignmanagementserviceknownas'Jumpstart'.[7] TheAdWordssystemwasinitiallyimplementedontopoftheMySQLdatabaseengine.Afterthesystemhadbeenlaunched,managementdecidedtouseOracleinsteadbutwaseventuallyrevertedtoMySQLafterthesystembecamemuchslower.[8]Eventually,GoogledevelopedacustomdistributedRelationaldatabasemanagementsystem(RDBMS)knownasGoogleF1specificallyfortheneedsoftheAdbusiness.TheinterfaceoffersSpreadsheetEditing,SearchQueryReports,andconversionmetrics.[9] In2008,GooglelaunchedtheGoogleOnlineMarketingChallenge,[10]anin-classacademicexercisefortertiarystudents.[11]Over8,000studentsfrom47countriesparticipatedinthechallengein2008,over10,000studentsfrom58countriestookpartin2009,about12,000studentsin2010,andalmost15,000studentsfrom70countriesin2011.Thechallengerunsannually,roughlyfromJanuarytoJune. InApril2013,GoogleannouncedplanstoaddenhancedcampaignsforAdWordstoaidwithcampaignmanagementcateredtomultiple-deviceusers.Theenhancedcampaignsaimedtoincludeadvancedreportsaboutusers.Thismovewascontroversialamongadvertisers.[12] InJuly2016,Googleunveiled"ShowcaseShopping"ads.Withthisformat,retailerscanchoosetohaveaseriesofimagesthatappearinsearchresultsrelatedtovarioussearchqueriesandkeywords.[13] InOctober2017,GooglerevisedAdWords'dailybudgetcaps,whichwerepreviouslysetatamaximumof120%ofpresetdailybudgets,toamaximumof200%.Thischangewasrolledoutonthesamedayitwasannounced,promptingcriticismfrompaidsearchprofessionals.However,Googlelaterclarifiedthatthischangewouldaffectonlyshort-termcampaignsoflessthan30daysandthatforcampaignsrunningmorethan30days,overagechargeswouldberefunded.[14] OnJune27,2018,Googleannounced[15]arebrandingofGoogleAdWordsasGoogleAdsasofJuly24,2018.[2][16] In2018,BloombergNewsreportedthatGooglehadpaidmillionsofdollarstoMastercardforitsusers'creditcarddataforadvertisingpurposes.Thedealhadnotbeenpubliclyannounced.[17][18] Functionality[edit] GoogleAds'systemisbasedpartlyoncookiesandpartlyonkeywordsdeterminedbyadvertisers.Googleusesthesecharacteristicstoplaceadvertisingcopyonpagesthattheythinkmightberelevant.Advertiserspaywhenusersdiverttheirbrowsingtoclickontheadvertisingcopy.[19]Advertscanbeimplementedlocally,nationally,orinternationally. Google'stextadvertisementsmimicwhattheaveragesearchresultlookslikeonGoogle.[20]ImageadscanbeoneoftheseveraldifferentstandardizedsizesasdesignatedbytheInteractiveAdvertisingBureau(IAB).InMay2016,GoogleannouncedExpandedTextAds,allowing23%moretext. BesidestheGooglesearchengine,advertisersalsohavetheoptionofenablingtheiradstoshowonGoogle'spartnernetworks,alistofsitesincludingAOLsearch,Ask.com,andNetscape,whoreceiveaportionofgeneratedincome.[19] Inadditiontoexternalsearchenginemarketingagenciesandconsultants,Googlehasitsownin-houseteamofaccountmanagers.[21] Features[edit] TheKeywordPlannerprovidesdataonGooglesearchesandotherresourcestohelpplanadvertisingcampaigns.[22][23] AdWordsExpress(previously"GoogleBoost")isafeatureaimedatsmallbusinessesthatattempttoreducethedifficultyofmanagingadcampaignsbyautomaticallymanagingkeywordsandadplacement.[24][25][26] GoogleAdsEditorisadownloadableprogramthatallowsuserstomakebulkchangestoadsandeditadsoffline.Italsoallowsuserstoseeadperformance,likethedashboard.[27][non-primarysourceneeded] GoogleAdsManagerAccounts(previously"MyClientCentre(MCC)")allowsuserstomanagemultipleaccountsfromoneloginanddashboard.[28][non-primarysourceneeded]ThisismostcommonlyusedbyMarketingandAdvertisingagencieswhomanagealargeportfolioofclientaccounts. TheReachPlannerallowsuserstoforecastthereachandextentoftheirvideoadsacrossYouTubeandGooglevideopartners.[29][non-primarysourceneeded]Thetoolallowsuserstochoosetheiraudience,thenrecommendsacombinationofvideoadsthathelpreachtheuser'sobjectives,andseethereachoftheirads.[30][non-primarysourceneeded] Inadditiontolocationandlanguagetargeting,advertiserscanspecifyInternetProtocol(IP)addressestobeexcluded.Advertiserscanexcludeupto500IPaddressrangespercampaign.[31][non-primarysourceneeded] GoogleAcademyforAds(previously"GooglePartners","GoogleAdWordsCertificationProgram"and"GoogleAdWordsCertification")providesaqualificationtoclientswhopassaGoogleAdsFundamentalsexamandoneAdvancedAdWordsexamsonsearch,display,video,shopping,ormobileadvertising,orGoogleAnalytics.[32][33][34][non-primarysourceneeded]GooglePartnersmustmaintainaminimumspendthresholdofUS$10,000over90days,withahigherspendthresholdforGooglePremierPartners.[35][non-primarysourceneeded] Placement-targetedadvertisements(formerlySite-TargetedAdvertisements)placesadvertsbasedonkeywords,domainnames,topics,anddemographictargetingpreferencesenteredbytheadvertiser.Ifdomainnamesaretargeted,Googlealsoprovidesalistofrelatedsitesforplacement.Advertisersbidonacost-per-impression(CPI/CPM)orcost-per-click(CPC)basisforsitetargeting.[36][non-primarysourceneeded] Remarketingallowsmarketerstoshowadvertisementstousersthathavepreviouslyvisitedtheirwebsite,andallowsmarketerstocreatedifferentaudiencelistsbasedonthebehaviorofwebsitevisitors.RemarketingListsforSearch(RLSA)viaGoogleAnalyticsbecameavailableinGoogleAdsinearlyJune2015,allowingfortheuseofstandardGAremarketingliststoplantraditionaltextsearchads.[37][non-primarysourceneeded]Dynamicremarketingcanshowpastvisitorsthespecificproductsorservicestheyviewed.[38][non-primarysourceneeded]Whilecommon,someusersmayfindoverlyovertuseintrusive.[citationneeded] Adextensionsallowadvertiserstoshowextrainformationwiththeirads,suchasabusinessaddress,phonenumber,linkstoawebpageorapp,prices,orsalesandpromotions.[39]GoogleAdsmayalsodisplayautomatedextensionssuchasconsumerratingswhenthesystempredictstheywillimproveperformance.[40] Havinggrantedmorethan$10billioninfreeadvertisingforover115,000nonprofitsacross51countriessince2003,theGoogleAdGrantscontributeupto$10,000permonthofin-kindsearchadvertising.[41] GoogleAdsintroducedEnhancedconversiontomakeconversionmeasurementmoreaccurate[42] PerformanceMax,anewtypeofcampaign,isreleasedtoprovideanopportunitytoadvertisebusinesseswithasinglecampaignacrossGooglechannelssuchasYouTube,Display,Search,Discover,Gmail,andMaps,insteadofhavingtocreateoneforeachchannel.[43] Restrictionsonadcontent[edit] The"Familystatus"ofanad("familysafe","non-familysafe",or"adult")issetbyaGooglereviewerandindicateswhat“audiencestheadandwebsiteareappropriatefor”.Thisaffectswhenandwhere,includinginwhichcountries,anadcanappear.[44] AsofDecember2010,GoogleAdWordsdecreasedrestrictionsonsalesofhardalcohol.[45]Itnowallowsadsthatpromotethesaleofhardalcoholandliquor.ThisisanextensionofapolicychangethatwasmadeinDecember2008,whichpermittedadsthatpromotethebrandingofhardalcoholandliquor. Somekeywords,suchasthoserelatedtohacking,arenotallowedatall.FromJune2007,GooglebannedAdWordsadvertsforstudentessay-writingservices,amovewhichreceivedpositivefeedbackfromuniversities.[46]Googlehasavarietyofspecifickeywordsandcategoriesthatitprohibitsthatvarybytypeandbycountry.[47]Forexample,useofkeywordsforalcoholrelatedproductsareprohibitedinThailand[48]andTurkey;[49]keywordsforgamblingandcasinosareprohibitedinPoland;[50]keywordsforabortionservicesareprohibitedinRussiaandUkraine;[51]andkeywordsforadultrelatedservicesorproductsareprohibitedworldwideasofJune2014.[52][53]InEarly2022,GooglehaspausedalladsalesinRussiainresponsetotheongoingcrisisinUkraine.[54] InMarch2020,atthebeginningoftheCoronaviruscrisis,Googleblockedallfacemaskskeywordsfrombeingeligibleforadtargetingaspartofapolicytopreventcompaniesfromattemptingtocapitalizeonthepandemic.[55] Cost[edit] EverytimeauserconductsasearchonGoogle,GoogleAdsrunsanauctioninrealtimetodeterminewhichsearchadsaredisplayedonthesearchresultspageaswellasthead'sposition.[56]ThecostofaGoogleAdscampaignthereforedependsonavarietyoffactors,includingthemaximumamountanadvertiseriswillingtopay-per-clickthekeywordsbeingbidon,andthequalityscoreofthead(basedonitsrelevanceandclickfrequencyandadextensions). Althoughanadvancedbiddingstrategycanbeusedtoautomaticallyreachapredefinedcost-per-acquisition(CPA),thisshouldnotbeconfusedwithafixedCPApricingmodel.[57] Conversiontracking[edit] Inadditiontotrackingclicks,GoogleAdsprovidesadvertisersanabilitytotrackandreportotherconversionsthathappenaftertheclicksuchaspurchases,signupsorcalls.[58] Conversiontrackingisimplementedbysendinganidentifiertotheadvertiser'swebsiteasaURLparameter,whichisthenusedbyadvertisertosendconversionstoGoogleAds,allowingGoogleAdstotraceconversionbacktotheoriginalclickforreporting.Formosttraffic,Googlesendsauniqueidentifierforeachclick(inagclidparameter),allowingtodeterminesourceofconversionprecisely.TocomplywithtrackingrestrictionsonAppledevices,anonymizedidentifiersthataren'tassociatedwithspecificpersonareused(calledwbraidandgbraid).GoogleAdsprovidesabilitytoreportmanyofsuchanonymousconversionsbyusing"modeledconversions"thatcombineadditionalcustomerdetailstodeduce,whichusertoattributetheconversionto.[59][60] Lawsuits[edit] GoogleAdshavebeenthesubjectoflawsuitsrelatingtotrademarklaw(Google,Inc.v.Am.Blind&WallpaperFactoryandRescuecomCorp.v.GoogleInc.),fraud(Goddardv.Google,Inc.),andclickfraud. OvertureServices,Inc.suedGoogleforpatentinfringementinApril2002inrelationtotheAdWordsservice.Thesuitwassettledin2004afterYahoo!acquiredOverture;Googleagreedtoissue2.7millionsharesofcommonstocktoYahoo!inexchangeforaperpetuallicenseunderthepatent.[61] In2006,GooglesettledaclickfraudlawsuitforUS$90million.[62] InMay2011,GooglecancelledtheAdWordsadvertisementpurchasedbyaDublinsexworkerrightsgroupnamed"TurnOfftheBlueLight"(TOBL),[63]claimingthatitrepresentedan"egregiousviolation"ofcompanyadpolicyby"sellingadultsexualservices".However,TOBLisanonprofitcampaignforsexworkerrightsandisnotadvertisingorsellingadultsexualservices.[64]AfterTOBLmembersheldaprotestoutsideGoogle'sEuropeanheadquartersinDublinandsentinwrittencomplaints,Googlereviewedthegroup'swebsite.Googlefoundthewebsitecontenttobeadvocatingapoliticalposition,andrestoredtheAdWordsadvertisement.[65] InJune2012,GooglerejectedtheAustralianSexParty'sadsforAdWordsandsponsoredsearchresultsfortheJuly12by-electionforthestateseatofMelbourne,sayingtheAustralianSexPartybreacheditsruleswhichpreventsolicitationofdonationsbyawebsitethatdidnotdisplaytaxexemptstatus.AlthoughtheAustralianSexPartyamendeditswebsitetodisplaytaxdeductibilityinformation,Googlecontinuedtobantheads.TheadswerereinstatedonelectioneveafteritwasreportedinthemediathattheAustralianSexPartywasconsideringsuingGoogle.OnSeptember13,2012,theAustralianSexPartylodgedformalcomplaintsagainstGooglewiththeUSDepartmentofJusticeandtheAustraliancompetitionwatchdog,accusingGoogleof"unlawfulinterferenceintheconductofastateelectioninVictoriawithcorruptintent"inviolationoftheForeignCorruptPracticesAct.[66] InDecember2019,FrancefinedGoogle€150millionforadvertisersuspensionsonGoogleAds,arguingithad"abuseditsdominantpositionbyadoptingopaqueanddifficulttounderstandrules"whichitwasthenfreeto"interpretandmodify"atitsowndiscretion.[67] Controversies[edit] Trademarkedkeywords[edit] GooglehascomeunderfireforallowingAdWordsadvertiserstobidontrademarkedkeywords.[68]In2004,GooglestartedallowingadvertiserstobidonawidevarietyofsearchtermsintheUSandCanada,includingtrademarksoftheircompetitors[69]andinMay2008expandedthispolicytotheUKandIreland.Advertisersarerestrictedfromusingothercompanies'trademarksintheiradvertisementtextifthetrademarkhasbeenregisteredwithAdvertisingLegalSupportteam. InMarch2010,GooglewasinvolvedwithatrademarkinfringementcaseinvolvingthreeFrenchcompaniesthatownLouisVuittontrademarks.ThelawsuitconcernedifGooglewasresponsibleforadvertiserspurchasingkeywordsthatviolatetrademarkinfringement.Ultimately,theCourtofJusticeoftheEuropeanUnionruledthatGoogleAdWordswere“notabreachofEUtrademarklaw,butthatthecontentofsomeadvertisementsthatarelinkedbyGooglekeywordsmaywellbeinbreachdependingupontheparticularfactsofthecase.”[70]Additionally,insomeAmericanjurisdictions,theuseofaperson'snameasakeywordforadvertisingortradepurposeswithouttheperson'sconsent[71]hasraisedRighttoPrivacyconcerns.[72] In2013,theTenthCircuitCourtofAppealsheldin1-800Contacts,Inc.v.Lens.com,Inc.thatonlinecontactlenssellerLens.comdidnotcommittrademarkinfringementwhenitpurchasedAdWordsandothersearchadvertisementsusingcompetitor1-800Contacts'federallyregistered1800CONTACTStrademarkasakeyword.[73]InAugust2016,theFederalTradeCommissionfiledanadministrativecomplaintagainst1-800ContactsallegingthatitssearchadvertisingtrademarkenforcementpracticeshaveunreasonablyrestrainedcompetitioninviolationoftheFTCAct.1-800ContactshasdeniedallwrongdoingandisscheduledtoappearbeforeanFTCadministrativelawjudgeinApril2017.[74] ITsupportban[edit] In2018,Googleimplementedapolicychangewhichrestrictstheadvertisingofconsumertechnicalsupport,including,"troubleshooting,security,virusremoval,internetconnectivity,onlineaccounts(forexample,passwordresetsorloginsupport),orsoftwareinstallation",[75][76]Google'sDirectorofGlobalProductPolicy,DavidGraffstatedthatthepolicywasintendedto"addressabuse"and"fraudulentactivity"fromthird-partytechnicalsupportproviders,andthataverificationprogramforlegitimateproviderswouldberolledout"inthecomingmonths".[77]Thisisyettomanifest,resultinginaneffectivebanonallITsupportandrepairrelatedservicesontheGoogleAdsplatform.[78]CommentatorshaveexpressedconcernsthatthisisanattemptbyGoogletostifleconsumers'righttorepairelectronicdevices.[78][79] Usebyfossilfuelcompaniesforgreenwashing[edit] Fossilfuelcompanies,fundersandpublicrelationsagenciesincludingExxonMobil,Shell,Aramco,McKinsey,andGoldmanSachsareamongthelargestcustomersofGoogleAds.OneinfiveGoogleAdsforclimate-relatedterms(e.gnetzero,carbonstorage,carboncaptureandenergytransition)werepaidbyfossilfuelcompanies.AstudybyTheGuardianandInfluenceMapfoundthatShell'sadsappearedon86%ofsearchesfor"netzero".Overhalfofusersina2020surveycouldnottellthedifferencebetweenanormalGoogleresultandaGoogleAd.[80]Oneofthestudy'sauthors,InfluenceMapstated"Googleislettinggroupswithavestedinterestinthecontinueduseoffossilfuelspaytoinfluencetheresourcespeoplereceivewhentheyaretryingtoeducatethemselves.Theoilandgassectorhasmovedawayfromcontestingthescienceofclimatechangeandnowinsteadseekstoinfluencepublicdiscussionsaboutdecarbonizationinitsfavor."[80] Seealso[edit] Businessandeconomicsportal AdSense ListofGoogleproducts Clickfraud Searchenginemarketing Centraladserver Performance-basedadvertising Pay-per-click Digitalmarketing References[edit] 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