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Google's Self-Serve Model Analysis

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Google Self-serve model (Adwords)
Google’s self-serve digital platform is implemented by the AdWords platform. Through AdWords, advertisers can themselves upload their advertisements online without the need of any account manager or sales representative. AdWords makes it possible to upload either of 3 different ad formats, namely search ads, display ads and video ads (in its YouTube platform). Google AdWords also provides another service named AdSense, which provides Google the opportunity to be able to publish ads even on 3rd party websites. Publishers can include the AdSense code into their website and Google will have the right to post the ads on those sites in return for a part of the revenue from advertisements.
Google currently provides …show more content…

Display ads- Google’s service associated with providing display ad services to advertisers is named Google Display Network (GDN). GDN provides three different types of display ad options.
a. Masthead ads – These ads are available at the top of the homepage of a website. Google’s own masthead advertising can be seen at the top of YouTube. This type of display ad is charged on the basis of CPM.
b. Banner ads – This type of display ad appears on either side of the web page being viewed by the user. This type of ad can be easily targeted to specific viewers based on the content of the page where they are displayed. The banner ads are also charged on the basis of CPM/CPC. They are mostly clickable ads which lead to a landing page or may even be a lead ad or a click to call/SMS ad.
c. Overlay ads – This kind of display ads appear in the middle of some other content, especially on video content. These can be cancelled or can be clicked to take the viewer to a landing page. These ads are priced on the basis of …show more content…

Self-serve to advertisers- Using Adwords, advertiser can himself upload, monitor and post ads that can be posted on a large collection of ad spots available on Google’s ad network.
2. Market determined price – Self-serve model of AdWords involves advertisers to participate in real-time bidding (RTB) to post their ads on a particular site or to be able to target the right population. Thus, this bidding and ad exchange of ad spots leads to the setting of price of ad spots based on supply and demand principle.
3. Incentive to bid more – Since the bidding for ad spots using AdWords self-serve model involves bidding for a suitable location which would align with the entire aim of the campaign run by the advertiser, thus there will be a clear incentive among advertisers to bid more to gain their desired ad spots.
4. Direct ROI – Google Analytics provides a dashboard based on Google Analytics to users/ advertisers to monitor traffic/ engagement on website/ mobile app. The advertisers can monitor the performance of their campaigns based on real time using Google Analytics which will make the task of campaign management in real time much

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