Google 2007 Annual Report Download - page 22

Download and view the complete annual report

Please find page 22 of the 2007 Google annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

Page out of 124

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
  • 13
  • 14
  • 15
  • 16
  • 17
  • 18
  • 19
  • 20
  • 21
  • 22
  • 23
  • 24
  • 25
  • 26
  • 27
  • 28
  • 29
  • 30
  • 31
  • 32
  • 33
  • 34
  • 35
  • 36
  • 37
  • 38
  • 39
  • 40
  • 41
  • 42
  • 43
  • 44
  • 45
  • 46
  • 47
  • 48
  • 49
  • 50
  • 51
  • 52
  • 53
  • 54
  • 55
  • 56
  • 57
  • 58
  • 59
  • 60
  • 61
  • 62
  • 63
  • 64
  • 65
  • 66
  • 67
  • 68
  • 69
  • 70
  • 71
  • 72
  • 73
  • 74
  • 75
  • 76
  • 77
  • 78
  • 79
  • 80
  • 81
  • 82
  • 83
  • 84
  • 85
  • 86
  • 87
  • 88
  • 89
  • 90
  • 91
  • 92
  • 93
  • 94
  • 95
  • 96
  • 97
  • 98
  • 99
  • 100
  • 101
  • 102
  • 103
  • 104
  • 105
  • 106
  • 107
  • 108
  • 109
  • 110
  • 111
  • 112
  • 113
  • 114
  • 115
  • 116
  • 117
  • 118
  • 119
  • 120
  • 121
  • 122
  • 123
  • 124

Targeting and Site Targeting, we also offer advertisers an effective contextual advertising option—Content
Targeting—that displays their ads on relevant content pages across our network of partner sites and products. As a
result, AdWords advertisers can target users on Google properties and on search and content sites across the web.
This gives advertisers increased exposure to people who are likely to be interested in their offerings. The Google
Network significantly enhances our ability to attract interested advertisers.
Broader Range of Media. Our experiments with targeted ads in new media also open up new inventory options to
AdWords advertisers. With the acquisition of dMarc Broadcasting in February 2006 and YouTube in October 2006,
we have broadened the distribution options for our advertisers. In addition, we have been testing ad placements in
mobile search. We are also currently placing ads in over 650 newspapers in the U.S. and, among other things,
experimenting with ways of further streamlining the process of placing print ads.
Campaign Control. Google AdWords gives advertisers hands-on control over most elements of their ad campaigns.
Advertisers can specify the relevant search or content topics for each of their ads. Advertisers can also manage
expenditures by setting a maximum daily budget and determining how much they are willing to pay whenever a user
clicks or views an ad. Other features that make it easy to set up and manage ad campaigns include:
•Campaign management. Advertisers can target multiple ads to a given keyword and easily track individual ad
performance to see which ads are the most effective.
•Conversion tracking. Conversion tracking is a free tool integrated into AdWords reports that measures the
conversions of an advertiser’s campaigns, enabling a better understanding of the overall return on investment
generated for the advertiser by the AdWords program.
•Traffic estimator. This tool estimates the number of searches and potential costs related to advertising on a
particular keyword or set of keywords.
•Quality-based bidding. Advertisers’ keywords are assigned dynamic minimum bids based on their Quality
Score—the higher the Quality Score, the lower the minimum bid. This rewards advertisers with relevant
keywords and ads.
•Budgeted delivery. Advertisers can set daily budgets for their campaigns and control the timing for delivery of
their ads.
•AdWords Discounter. This feature gives advertisers the freedom to increase their maximum CPCs because it
automatically adjusts pricing so that they never pay more than one cent over the next highest bid.
We offer larger advertisers additional services that help maximize returns on their internet marketing investments
and improve their ability to run large, dynamic campaigns. These include dedicated client service representatives as well
as:
•Creative maximization. Our AdWords specialists help advertisers select relevant keywords and create more
effective ads.
•Vertical market experts. Specialists with experience in particular industries offer guidance on how to target
potential customers.
•Bulk posting. We help businesses launch and manage large ad campaigns with hundreds or even thousands of
targeted keywords.
•The AdWords API and Commercial Developer Program. For large advertisers as well as third parties, Google’s free
AdWords API service lets developers engineer computer programs that interact directly with the AdWords
system. With such applications, advertisers and third parties can more efficiently and creatively manage their
large AdWords accounts and campaigns. The AdWords Commercial Developer Program also enables our third-
party developer ecosystem to continue designing and delivering innovative business applications based on the
AdWords platform and distribution channel.
Global Support. We provide customer service to our advertiser base through our global support organization as well
as through over 60 offices in over 20 countries. AdWords is available on a self-service basis with email and real-time chat
8