Briefing 6 - Paid Media-Advertising
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Feb 20, 2024
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Briefing 6: Paid Media Advertising
The purpose of this briefing is to investigate how Google presents its paid media offerings to media buyers. You can type your answer below each question within this briefing document. If needed, use evidence from the case and outside resources (e.g., industry statistics, articles, your own experiences, etc.) to support your ideas. This briefing should be completed individually, saved to your computer, and submitted online
before the due date. The total score of this briefing is 3 pts.
Questions: 1)
Media Kit (.5 pts)
. Provide a link for Google’s “Advertising Information” section here. Review these pages thoroughly on your own, and indicate in your briefing whether you have any outstanding questions that the media kit doesn’t answer. https://ads.google.com/home/
2)
Ad-Supported Properties (1 pt)
. Describe Google’s range of paid media offerings, including: -
Owned properties. On which company websites and/or apps does Google sell paid advertising? Google Search, Google Finance, Gmail, Blogger, and YouTube
-
Third-party properties
. Are there any third-party websites (non-company owned) for which Google sells paid advertising? HINT: In the “Advertiser Info”
/ Media Kit information, do you see any discussion about “advertising networks,” “content networks,” “exchanges,” or “programmatic” ad buying? 3)
The display network is a group of more than 2 million websites, videos, and apps where ads can appear. There are also Google Search Partners, where they also sell ad space to appear with search results on websites of Google search partners. For text ads, search partners include hundreds of non-Google websites.
4)
Paid Advertising Specs (.1 pts)
:
-
Ad sizes
. What are Google’s standard ad sizes / ad units available? The top-performing ad sizes are 728x90, 336x280,300x250, 300x50, and 160x600.
-
Targeting
. What criteria can an advertiser use to target ads on Google’s sites/apps? Your audience is who you want your ads to reach. You can reach people based on:
Who they are
Their interests and habits
What they’re actively researching
People who’ve already interacted with your ads, website, or app and may return
-
Payment models
. What are the different payment models available on Google’s sites/apps?
Credit/debit cards, bank account, direct carrier billing, PayPal, and Google Play gift cards/promo codes.
-
Self
-
Service
. Must a marketer speak to an ad sales representative to purchase advertising, or can a marketer purchase advertising for the company through a self-service portal? No, the marketer can even set up an automatic bid range and the marketer can be notified if they want to raise their bid range or not.
5)
Reflection (.5 pts)
. How do you feel your overall understanding of Google is enhanced by completing this briefing? Why am I asking you to understand the paid media offerings for Google? I feel like I have a deeper understanding of how Google's advertising bidding process works, as well as the many different options marketers have while advertising on Google.
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