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14 How does Google turn All about Google

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How does Google turn advertising into
information and performance?(2/2)
Displays advertising
defines




Relevance Quality Score Performance
For the user Direct impact on advertising value For the advertiser


Most relevant ad
Qualityscore measures the relevance of the ad and
is determined by the click throug rate on the ad. It
impacts the display rank and Cost per Click:


• Rank: relevant ads are pushed up,
non relevant ads do not appear
• Cost per click of the ad : performant Total cost of the advertising
ads are charged less campaign is determined by the
number of clicks on the ads and
Less relevant ad not by the number of displays.




Google’s advertising model benefits the user (improved relevance) as well as
the publisher (performance based billing & rebates)
..…….

December 2008 • Everything you always wanted to know about Google… • 23

Publicado en: Tecnología, Empresariales
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