Google 2009 Annual Report Download - page 28

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Please find page 28 of the 2009 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.

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•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
cost-per-click because it automatically adjusts pricing so that they never pay more than the minimum
amount required to exceed the rank of the next ranked ad.
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.
AdWords is available on a self-service basis with email and real-time chat support. At certain spending levels and
through certain signup channels, phone support is also available. Advertisers with more extensive needs and
advertising budgets can request strategic support services, which include an account team, to help them set up
and manage their campaigns. Depending on geography, we accept bank and wire transfers, direct debit, and local
debit cards carrying the Visa and MasterCard logos. We also accept payment through international credit cards.
For selected advertisers, we offer several options for credit terms and monthly invoicing. We accept payments in
over 40 currencies.
Google AdSense
We are enthusiastic about helping content owners monetize their content, which facilitates the creation of
better content to search. If there is better content on the web, users are likely to do more searches, and we expect
that will be good for our business and for users. Our Google AdSense program enables web sites that are part of
the Google Network to deliver AdWords ads that are relevant to the search results or content on their pages. In
addition to AdWords, we also surface non-search AdSense inventory (the Content Network) on the DoubleClick Ad
Exchange, allowing certified third party display ad networks to compete with AdWords ads for AdSense
inventory. We share most of the revenue generated from ads shown by a Google Network member with that
member. The key benefits we offer to Google Network members include:
•Access to Advertisers. Many small web site companies and content producers do not have the time or
resources to develop effective programs for generating revenue from online advertising. Even larger sites,
with dedicated sales teams, may find it difficult to generate revenue from pages with specialized content.
Google AdSense promotes effective revenue generation by providing Google Network members access to
Google’s base of advertisers and their broad collection of ads. Our technology automatically starts
delivering ads on a web site as soon as the member joins the Google Network. Because the ads are related
to what the web site’s visitors are looking for on the site, AdSense provides the Google Network member
with a way to both monetize and enhance their web sites. The Google Network member determines the
placement of the ads on its web site, and controls and directs the nature of ad content.
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