Google Ads

This article is about the Google service aimed at advertisers. For the Google service aimed at publishers, see AdSense.

Google Ads

Other namesGoogle AdWordsDeveloper(s)GoogleInitial releaseOctober?23, 2000; 23 years ago[1]TypeOnline advertisingWebsiteads.google.com

Google Ads is an online advertising platform developed by Google, where advertisers bid to display brief advertisements, service offerings, product listings, and videos to web users.[2] It can place ads in the results of search engines like Google Search (the Google Search Network), mobile apps, videos, and on non-search websites.[3][4] Services are offered under a pay-per-click (PPC) pricing model.

Google Ads is the main source of revenue for Alphabet Inc., contributing US$224.47 billion in revenue in 2022.

History[edit]

Google launched AdWords in the year 2000.[1] Initially, Google itself would set up and manage advertisers' campaigns. Google then introduced a self-service AdWords portal for small businesses who wanted to manage their own campaigns.

In 2005, Google started a campaign management service known as 'Jumpstart'.[5]

In 2007, Google acquired DoubleClick for $3.1 billion. The acquisition was strategically important for Google, providing access to DoubleClick's advanced ad-serving technology and established industry relationships.[6] This deal, while 'transforming Google into a powerhouse', later attracted antitrust scrutiny, raising questions about its impact on market competition and digital advertising dominance.[7]

In 2008, Google launched the Google Online Marketing Challenge,[8] an in-class academic exercise for tertiary students.[9]

Google retired the DoubleClick and AdWords brands in 2018 to simplify entry points for advertisers and ad sellers. The core product was renamed Google Ads, providing access to inventory on Google Search, its YouTube video service, the Google Play app store, and AdSense website publisher partners.[10][11][12]

Functionality[edit]

Google Ads' system is based partly on cookies and partly on keywords determined by advertisers. Google uses these characteristics to place advertising copy on pages that they think might be relevant. In 2023, Google introduced Topics API, which allows to target ads based on browsing history stored in browser, to Google Chrome.[13][14] Advertisers pay when users divert their browsing to click on the advertising copy.[15] Adverts can be implemented locally, nationally, or internationally.

Google's text advertisements mimic what the average search result looks like on Google.[16] Offering text-only search ads initially, Google unveiled "Showcase Shopping" ads in 2016. With this format, retailers can choose to have a series of product images that appear in search results related to various search queries and keywords.[17] In May 2016, Google announced Expanded Text Ads, allowing 23% more text.[18] Image ads in the display network can be one of the several different standardized sizes as designated by the Interactive Advertising Bureau (IAB).

Besides the Google search engine, advertisers also have the option of enabling their ads to show on Google's partner network,[15] members of which receive a portion of the generated income.

Restrictions on ad content[edit]

The "Family status" of an ad ("family safe", "non-family safe", or "adult") is set by a Google reviewer and indicates what "audiences the ad and website are appropriate for". This will change at what time, on which page, and in which country an ad can appear.[19]

As of December 2010, Google AdWords decreased restrictions on sales of hard alcohol.[20] It now allows ads that promote the sale of hard alcohol and liquor. This is an extension of a policy change that was made in December 2008, which permitted ads that promote the branding of hard alcohol and liquor.

Some keywords, such as those related to hacking, are not allowed at all.[21] From June 2007, Google banned AdWords adverts for student essay-writing services, a move which received positive feedback from universities.[22] Google has a variety of specific keywords and categories that it prohibits that vary by type and country.[23] For example, use of keywords for alcohol related products are prohibited in Thailand[24] and Turkey;[25] keywords for gambling and casinos are prohibited in Poland;[26] keywords for abortion services are prohibited in Russia and Ukraine;[27] and keywords for adult related services or products are prohibited worldwide as of June 2014.[28][29]

In March 2020, at the beginning of the Coronavirus crisis, Google blocked all face masks keywords from being eligible for ad targeting as part of a policy to prevent companies from attempting to capitalize on the pandemic.[30]