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Google Ads is an online advertising platform developed by Google where advertisers bid to show short ads, offers, product listings, and videos to web users.

You can advertise in search results such as Google Search (Google Search Network), mobile apps, videos, and non-search websites.

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Google Ads is Alphabet Inc.’s main source of revenue, reaching $224.47 billion in revenue in 2022.

Initially, Google itself set up and managed advertisers’ campaigns. Google has introduced a self-service AdWords portal for small and medium businesses that want to manage their own campaigns.

In 2007, Google acquired DoubleClick for $3.1 billion. This acquisition was strategically important for Google, as it provided access to DoubleClick’s advanced ad serving technology and established industry relationships.

The deal, which was supposed to “turn Google into a powerhouse,” later came under antitrust scrutiny and raised questions about its impact on market competition and the dominance of digital advertising.

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In April 2013, Google announced plans to add enhanced campaigns to AdWords to help manage campaigns for multiple device users. The goal of the optimized campaign was to include advanced reporting on conversions.

Google de-branded DoubleClick and AdWords in 2018 to simplify trial points for advertisers and ad sellers. The core product was Google Ads, which provided access to Google Search, the YouTube video service, the Google Play app store, and the inventory of AdSse site publisher partners.

Google’s advertising system is based partly on cookies and partly on keywords selected by advertisers. Google uses these characteristics to place ad copy on pages it believes are relevant. In 2023, Google introduced the Topics API to Google Chrome, which lets you target ads based on your browsing history stored in your browser.

Initially, Google offered text-only search ads, then introduced “Show Product Images” ads in 2016. This format allows retailers to select a set of product images that appear in search results that are relevant to different search queries and keywords.

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Display ads can be one of several different standard sizes determined by the Interactive Advertising Bureau (IAB).

In addition to Google’s search engine, advertisers also have the option to allow their ads to appear on the Google Partner Network.

An ad’s “Family Status” (“Family Friendly”, “Not Family Friendly”, or “Adult”) is assigned by Google reviewers and indicates “the appropriate audience for your ads and website.” This depends on when your ads can appear, on what pages, and in which countries.

Advertisements promoting the sale of hard alcohol and liquor are now permitted. This is an extension of a policy change made in December 2008 that allowed advertisements to promote hard alcohol and liquor brands.

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Starting in June 2007, Google banned AdWords ads for essay writing services for students. This measure received positive feedback from universities.

Google has specific keywords and categories that it blocks, which vary by genre and country.

In March 2020, at the beginning of the coronavirus crisis, Google blocked all face mask keywords from targeting ads as part of a policy to prevent companies from trying to profit from the pandemic.

Every time someone searches on Google, Google Ads conducts a real-time auction to determine which search ads and ad placements appear on the search results page.

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Therefore, the cost of a Google Ads campaign is determined by a number of factors, including the maximum amount the advertiser will pay for each click on the keyword and the Ad Quality Score (based on relevance, frequency of clicks and ad). extension).

Advanced bidding strategies allow you to automatically access a pre-determined cost per action (CPA), but don’t confuse this with a fixed CPA pricing model.

In addition to tracking clicks, Google Ads also provides advertisers the ability to track and report on other post-click conversions, such as purchases, sign-ups, and calls.

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In 2018, Bloomberg News reported that Google paid MasterCard millions of dollars to obtain users’ credit card data for offline conversion tracking purposes. The deal has not been announced.

The AdWords system was initially implemented on top of the MySQL database. After the system came out, administrators decided to use Oracle instead, but the system became noticeably slower, so they eventually returned to MySQL.

Eventually, Google developed a custom distributed relational database (RD) known as Google Spanner specifically to meet the needs of advertising businesses. This interface provides the ability to edit spreadsheets and generate reports for search queries and conversion metrics.

This section should be expanded to include details of the 2023 US Department of Justice and 2020 antitrust cases. It would be helpful if you could add it.

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Search for sources: “Google antitrust lawsuit” – News · Newspapers · Books · Scholars · JSTOR-related discussions can be found on the talk page. (January 2023)

Google Ads is the subject of trademark law lawsuits (Google, Inc. v. American Blind & Wallpaper Factory, Inc. and Rescuecom Corp. v. Google Inc.) and fraud charges (Goddard v. Google, Inc.). Click fraud.

Overture Services, Inc. filed Google sued in April 2002 for patent infringement related to its AdWords service. The lawsuit was settled in 2004 after a lawsuit filed by Yahoo! Get introduced. Google agreed to issue 2.7 million shares of common stock to Yahoo!. In exchange for obtaining a permanent license under PAT.

In May 2011, Google canceled an AdWords ad purchased by Dublin-based sex worker rights organization Turn Off the Blue Light (TOBL).

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It alleged that the company had committed a “serious violation” of its advertising policy by “selling sexual services to adults.” However, TOBL is a non-profit campaign to advocate for the rights of sex workers and does not advertise or sell adult sexual services.

Google revised the group’s website after TOBL members staged a protest outside Google’s European headquarters in Dublin and filed a written complaint. Google decided that this website was advocating a political position and reinstated the AdWords ads.

In June 2012, Google rejected the Australian Sex Party’s ads in AdWords and sponsored search results for the Melbourne state parliamentary by-election (12 July), and the Australian Sex Party rejected the site’s solicitation for donations. He claimed that he violated the rules prohibiting . View tax exemption status. The Australian Sex Party has modified its website to display tax credit information, but Google continues to block ads. The ads were reinstated on the eve of the election after media reported the Australian Sex Party was considering suing Google. On 13 September 2012, the Australian Sex Party filed a formal complaint against Google with the US Department of Justice and the Australian Competition Regulatory Authority, accusing Google of “unlawful interference by a corrupt organization in the conduct of the Victorian state elections”. I broke the law. Foreign Corrupt Practices Act.

In December 2019, France fined Google €150 million over advertiser fees on Google Ads. The reason for this is that France “abused its dominant position by adopting vague and difficult to understand rules” which it could freely “interpret and change” at its own discretion.

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In early 2022, Google suspended all ad sales in Russia in response to the ongoing invasion of Ukraine.

More than 1,000 Russian companies that purchased prepaid ads and were never delivered or refunded have joined Google’s Russian subsidiary bankruptcy proceedings.

In 2004, Google allowed advertisers in the United States and Canada to bid on a variety of search terms that included competitors’ brands.

In May 2008, we expanded this policy to include the United Kingdom and Ireland.

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