ONLINE ADVERTISEMENT

(MAIN SOURCE OF INCOME TO GOOGLE)

MODES OF ADVERTISEMENT

There are different modes for the advertisement:

1. Newspapers,
2. Media like Television, Radio etc.., and
3. Online Advertisement (Through internet)
DOUBLECLICK’S ACQUISITION BY
GOOGLE(BIGGEST SEARCH ENGINE
EVER)
 To sustain the competition in the display advertising market , Google
has acquired Doubleclick for $3.1 Billion on the year 2008.
 After acquiring Doubleclick, Google grabbed 75% of the World
advertising market, while the rest 25% is contributed by the other search
engines like Yahoo, Bing, Aol, Ask etc..,
BRIEF INTRODUCTION ON THE
AD CONSOLES
What is Ad console ?

Ad console is the interface which the advertisers use for creating their ads, and
selecting the publisher site where they want the ads to be displayed.

For each search engine there is a specific Ad Console.

Like Google Adwords for Google, Yahoo Search marketing for Yahoo, and
MSN adcenter for MSN.

The advertisers create their campaigns for ads in these consoles and they pay
money for the advertisement on PPC (Pay Per click) or PPI(Pay per
impression) basis.
IMPORTANCE OF
DOUBLECLICK

DoubleClick is a Single stop store for all the Ad consoles. The user need
not log in to all the Ad consoles , to create campaigns , ads for displaying
their ads on all the search engines.

They can just log in to their Doubleclick account and access all the Ad
consoles easily.

Doubleclick provides API connectivity with all the search engines , such
that any change made in Doubleclick will automatically be reflected on
the respective search engines.

So, It will be very easy for the advertisers and publishers to manage their
ads on all the search engines they want.
DOUBLECLICK UNITS

DoubleClick has many Units in it, each for a specific purpose.

Main Units are listed below.

1. DFA(DoubleClick for Advertisers) &

2. DS(DoubleClick for Search)
DFA(DOUBLECLICK FOR
ADVERTISERS)

This Unit of DoubleClick is meant for all the Display Advertisements

(Image, Flash, Rich Media)on all the search engines.

Previously, there used to be only Text ads, and people didn’t find those
text ads effective, so the revolution in the display advertisement took
place.

Doubleclick for Advertisers(DFA) is such a unit of Doubleclick , which

helps in creating Image , Flash as well as Rich media(more interactive
ads) very easily.
It has a great technology to track the ads being clicked or viewed by
the internet users.
DS(DOUBLECLICK FOR
SEARCH)

This Unit of DoubleClick is meant for all the Text Based Ads on all the
search engines.

This is a very powerful unit of DoubleClick, where the advertisers can bid
for the Keywords, for which they want the ads displayed, as well as get the
information of the number of clicks, impressions made by the user.

They can even track the activity (like purchasing a good) performed by the
user after clicking the link called as “ Cost Per Acquisition(CPA)” .

So, this unit is used for getting the text ads displayed on all the search
engines.

As there is an API connectivity of the Search engines with DS , it is easy to

push the changes from DS to the Search engines.
INCOME TO GOOGLE
Example:

We have BMW advertiser and they requested their ad to be run

on Yahoo home page on 12/08/2010 , but it was mistakenly set to
11/08/2010 by an employee of Google.

For this small mistake Google had to bear a compensation of

US$50,000 to BMW advertiser.

This itself says the amount Google earns through a single client
for a single Advertisement.

Likewise , Google has lot many Big clients like Nike, eBay,
Mercedes, All State, Performics , Budweiser, Bank of America
etc.., So we can imagine the income made by Google after
acquiring DoubleClick.
QUERIES ????
THANK YOU ALL !!!!