Google, Yahoo and DoubleClick (2006)

Résumé du document

Due to the extension of Google activities on on-line advertisement, the net profit of the company, almost doubled in the year 2005. The first world search engine declared a 733,4 million USD net profit at the end of December 2005. Last year (in 2005), Google had gathered in 381,2 millions in the same period. The raw turnover of the company also increased by 70 % on the quarter to reach 2,69 billion dollars. Thanks to ads on research pages the potential marketing of Internet has finally been developed. At first, on-line advertisement seemed a 'dream' for the marketing director. With advantages such as profitability and flexibility, precise targeting, exact measuring instruments and a huge level of details, and the public, in measure to answer immediately the invitations to make an action for the announcers, Internet is ideal to establish contacts with customers. But there is a big difference between a theory and practise. The customers, although enthused at first by the offer, were disappointed by the limits of on-line advertising banners. The answer rate has declined. Users have precise purposes and clear demands, expressed in the keywords which they seize during their searches.

Extraits

[...] A Reliable Source Google, world leader in the field of the on-line search, receives more than million different every month and realizes more than a third party of all searches launched in the world, so recording a higher traffic than all other channels. In France, Google is the third research domain and enumerates more than Million different French users. Among all the brands of on-line services, Google likes the rate allegiance from the users to the highest over the last two years. [...]

[...] Google, Yahoo, and DoubleClick (2006) Google, Yahoo, and DoubleClick are just a few new marketing channels that are changing the way advertisers pay to get their impressions in front of consumers. Choose one or two new advertising channels and describe how it charges advertisers; in other words, how does the company or channel generate revenue? Google In introduction, thanks to the extension of its activities of on-line advertisement, the net profit of the company Google almost doubled in year 2005. [...]

[...] The announcers have the choice between several options of location and fixing the price scale,the levels of service and the other parameters according to their needs in terms of marketing. To optimize the coverage or reach the other marketing objectives, they also have the possibility of creating “testing” campaigns which group includes the advantages of several approaches. Location and fixing the price scale The program of advertisement Google AdWords proposes a dynamic location of announcements with a fixing of a price scale in the cost by click (CPC). Announcements are generally presented on the right-hand side of the research results in Google. [...]

[...] The announcers control directly all aspects of the campaign, particularly keywords, text of announcements, maximum CPC and daily budget of announcements. The modifications which you bring are applied in some minutes. A technical aid is available by e-mail. Sites partners of Google networking The campaigns of Google AdWords can be also diffused on sites of advertisement Google's partners. Google proposes the positioning of your announcements on Web sites, the contents of which are directly connected to your products and services (Lycos Europe, for example). [...]

[...] To conclude, the new marketing channel: Google, offers some great opportunities in advertisement. Google has some advantages which are: capacious, coverage, precise targeting and quantifiable results in a objective way. It is extremely profitable in any scale and associated to an almost unlimited potential of optimization and growth. The programs of advertisement .Google performs finally all the promises of the on-line marketing. [...]