February 16th, 2009 | Published in Google Student Blog
Do your marketing professors keep using phrases like "SEM" (Search Engine Marketing) that have you befuddled? Are you looking to advertise your own business or website? Curious how Google makes its money? Well read on to learn more...
Media consumption is changing dramatically and there is an enormous opportunity for marketers. Search marketing is durable, always-on and is now approximately 41% of consumer media consumption*. That's pretty compelling. Media consumption can come in many forms such as search, blogs, rich media, online display, games, etc.
So what is Google's role in this space? Simply put, Google is in the "Connections Business". Our goal is to connect consumers to all the information they care about and connect marketers to all the customers they care about.
What Google Believes:
- Advertising should be measurable, accountable, and optimizable.
- You should only pay as much as you have to and you should get what you pay for.
- Advertising should be flexible. You should be able to start, stop, or cancel your media buy at any time you choose.
The Google advertising auction has three main components:
- Speed: Almost instantaneous
- Scale: A live auction is run for every single query – every user, everywhere around the world.
- Quality: In addition to "price", there's a consumer component. In other words, Google doesn't decide where ads are eventually displayed because the consumer helps us to decide. Every time you click on an add, you help us to determine which ads are most relevant.
Additionally, Google allows small, niche advertisers to compete with large clients that they have struggled to compete with in the past because of cost and market entry.
Now you are probably wondering where you can advertise? Well, the Google Media Platform, offers marketers 4 ways to connect with the consumer: Search Solutions, Content Network, Offline Solutions, and other web solutions.
Search and Content Networks: Google AdWords is a quick and simple way to advertise on Google and its ad partners, regardless of your budget. AdWords ads are displayed along with search results on Google, as well as on search and content sites in the growing Google Network, which includes websites like AOL, EarthLink, HowStuffWorks, & Blogger. With searches on Google and page views on the Google Network each day, your Google AdWords ads reach a vast audience.
Want to learn even more about AdWords? Feel free to jump on to adwords.google.com for more detailed info.
*Source: "US Entertainment and Media Consumer Survey Report 2007" JupiterResearch (April 2007); Universal McCann (June 2007); eMarketer (Feb 2007); Google internal estimatesPosted by Sabrina Welch, HRTO Project Manager