Data Warehousing

Google AdWordsGoogle AdSenseGoogle Analytics

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Where Are We Today…and Where Are We Going?

Digital Media

Non-Digital Media

Today

1995 2007 2050?

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Google AdWords

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Its an Advertisement Campaign

Advertisement with specification/limitation (e.g. 50 characters)

We specify Keywords, which if searched will display our advertisements in results

We need to pay when our Advertisements have been clicked

Hence no. of clicks will decide what amount we need to pay

Data-Warehousing (SMBA, Batch-31, IT)

Google AdSense

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It’s a special program by Google

Advertisement of others will be placed on your website

You will get paid, if those advertisements are clicked and viewed by visitors

Google keeps evaluating your website to track your website’s popularity

On basis of the popularity, advertisements may be placed on your website and you will get paid for every click on it.

Data-Warehousing (SMBA, Batch-31, IT)

Google Analytics

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It’s a kind of Report.

Report giving details regarding the usage of your website.

Helps in tracking the usage of website, your visitors, browsers/OS they use. Helps to know Which source brought them up to your website

Excellent to make a Marketing strategy.

Helps to know which advertisement actually facilitated sale. Gives detailed report on no. of clicks, no. of conversions, amount of time spent, etc.

Data-Warehousing (SMBA, Batch-31, IT)

Detailed Study

04/13/2023 6Data-Warehousing (SMBA, Batch-

31, IT)

ADWORDS

About Google Adwords

• Online advertising service that places advertising copy at the top, bottom, or beside, the list of search results Google displays for a particular search query.

• AdWords typically operates on a cost per click basis.• About 70% of its advertising revenues come from

AdWords, the rest from AdSense.• AdWords is only one prong of Google's dual revenue

strategy. A related and similarly named but different service is AdSense.

Google AdWords Reaches Global Markets

The Google Network reaches more than 80% of worldwide Internet

users.

People use Google in over 100

languages

Reaching Customers Online

Connect with Consumers

When They Search

with Google’s

Search Solutions

Connect with Consumers When They

Research

with Google’s

Content Network

Connect with Consumers

When They Pursue Interests

with Google’s

Site Targeting

• Reach customers via three advertising touch points:

Google AdWords Ads

AD Words

Keyword Advertising

• Targeted advertising

• Better advertiser ROI than untargeted ads

• Improved user experience

AdWords features

• IP address exclusion:– Enables advertisers to exclude specified IP address ranges

where they don't want their ads to appear.• AdWords Express:– Feature aimed at small businesses that reduces the difficulty

of managing an ad campaign by automatically managing keywords and ad placement

• Placement-targeted advertisements (formerly Site-Targeted Advertisements):

– In 2003 Google introduced site-targeted advertising– Google places the ads on what they see as relevant sites

within their content network.

Cont...• Remarketing:– Allows to show ads to those that have already been to your

website.

• AdWords distribution:– All AdWords ads are eligible to be shown on

www.google.com & on other Google's partner networks like AOL search, Ask.com, and Netscape.

• Google Click-to-Call:– Allows users to call advertisers from Google search results

pages. – Google now offers a mobile click-to-call function which

allows searchers to call a business directly rather than going to their website.

What is AdSense?

Google AdSense is a way for publishers to earn money by displaying targeted Google ads on their web and mobile sites.

Canon Lenovo TCS Mahindra

Advertising Agency “XYZ”

Place A Place B Place C Place D

Pays money Pays money

Gives money to put ads

Gives money to put ads

Canon Lenovo TCS Mahindra

Google

Website A Website B Website C Website D

Adwords Adwords Adwords Adwords

Open Google AdSense account

Open Google AdSense account

Keeps commission and distributes the remaining profit

What is AdSense?

• Google AdSense is a program run by Google that allows publishers in the Google Network of content sites to serve automatic text, image, video, or interactive media advertisements, that are targeted to site content and audience.

• These advertisements are administered, sorted, and maintained by Google, and they can generate revenue on either a per-click or per-impression basis.

What is AdSense?

banner ad

banner ad

searchPublishers getpaid whenreaders click on ads –

Pay Per Click(CTR)

• Clickthrough rate (CTR)• The clickthrough rate (CTR) is the number of ad clicks

divided by the number of impressions, page views, or queries you received.

• CTR = ( Clicks / # of impressions, views, or queries) * 100%

• For example, if you received 7 clicks out of 1000 page views, your page CTR would be .7%.

• Impression• Generally, an impression translates to a user view of a

particular item on your site, whether the user is viewing a page, an ad unit, or an individual ad. In AdSense, you'll see reports for page views, ad unit impressions, and ad impressions.

ad

ad

How does AdSense work?

Publishers make space for ads via display(banners, text, video) or custom search box

Google ad servermanages inventory of adspaces, giving publishers

access to large pool ofadvertisers

ADVERTISERS

Google adpartners bid forthose spaces viareal-time auction

PUBLISHERS GOOGLE AD SERVER Real-time-bidding e.g.

How AdSense works

• The webmaster inserts the AdSense JavaScript code into a webpage.

• Each time this page is visited, the JavaScript code uses inlined JSON to display content fetched from Google's servers.

• JSON or JavaScript Object Notation, is an open standard format that uses human-readable text to transmit data objects consisting of attribute–value pairs. It is used primarily to transmit data between a server and web application, as an alternative to XML.

• For contextual advertisements, Google's servers use a cache of the page to determine a set of high-value keywords. If keywords have been cached already, advertisements are served for those keywords based on the AdWords bidding system.

History of AdSense

• Google launched its AdSense program, originally named content targeting advertising in March 2003.

• The AdSense name was originally used by Applied Semantics, a competitive offering to AdSense and then adopted by Google after Google acquired Applied Semantics in April 2003.

• Applied Semantics was started in 1998 by Gilad Elbaz and Adam Weissman.

Websites: Banner Ads, Text Display

Mobile: Banner Ads, Text Display

Search: custom search function for sites

Video: AdSense in video content – via Interactive Media Ads

Types of AdSense

• Allows publishers access to a large pool of advertisers without the need to maintain individual partnerships

• Large pool of advertisers means higher competition, translates to more relevant ads

• Provides flexible ad controls to manage format, size and frequency

• Provide analytics tool for revenue optimization

How does AdSense help Publishers?

How does Google optimize revenue for Publishers?

• Google AdSense enables the use of Scorecard to inform publishers with a summary of how well ad settings, web-pages and content are performing compared to other AdSense publishers

• Subsequently, Google makes recommendations based on best practices of ad placement, size and format.

• Publishers can use Web Optimizer to run these recommendations on real-time traffic

• We can also link an AdSense account to Google Analytics.

Tracking Code Overview

• How the Tracking Code Works

• In general, the Google Analytics Tracking Code (GATC) retrieves web page data as follows:• A browser requests a web page that contains the tracking code.

• A JavaScript Array named _gaq is created and tracking commands are pushed onto the array.

• A <script> element is created and enabled for asynchronous loading (loading in the background).

• The ga.js tracking code is fetched, with the appropriate protocol automatically detected. Once the code is fetched and loaded, the commands on the _gaq array are executed and the array is transformed into a tracking object. Subsequent tracking calls are made directly to Google Analytics.

• Loads the script element to the DOM.

• After the tracking code collects data, the GIF request is sent to the Analytics database for logging and post-processing.

How Does Google Analytics Collect Data?

• The data that Google Analytics uses to provide all the information in your reports comes from these sources:

• The HTTP request of the user• Browser/system information• First-party cookies

• When all this information is collected, it is sent to the Analytics servers in the form of a long list of parameters attached to a single-pixel GIF image request. The data contained in the GIF request is the data sent to the Google Analytics servers, which then gets processed and ends up in your reports.

THANK YOU

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