IDS 200 Lecture Notes - Lecture 22: Google Analytics, Adwords, Google Maps

• School: UIC
• Department: Information &Decision Sciences
• Course: IDS 200
• Professor: Lundquist, Doug E.

Document Summary

Google places ads on two categories of sites: Third-party sites who have agreed to run ads selected by. This advertising split is reflected in google"s two main models for advertising: Note: google"s search results are pure and cannot be bought by advertisers. Advertisers pay for ad placement with associated search terms (or groups of terms), affected by: Increasing adoption of adwords and similar marketing tools has driven up costs. Free google analytics: more analytics users, more potential. Several other similar businesses at the time, most of which did not survive the dot-com bust. Virtuous cycle: high ad quality -> high revenues -> reinvestment in systems to improve performance. Extensible: adwords framework is a set of rules that can adapt to changing online environment. Google wants to maximize its total revenue from selling ad space. Charge more per unit of ad space. Prioritize ads more likely to lead to sales (for which google can expect to ultimately charge higher rates)