Google Marketing - Case Study Example

Google Marketing Google, being the largest and the best search engine in the world has several unique characteristics, which differentiate it from other companies. One of them is that it is faster than the rest. This makes it a first choice for internet users compared to the rest. Secondly, Google provides a search engine that is based on the relation between web sites compared to the rest, which are based only on the number of times a key term appeared on a website (Kerin et al, 2010). Google has several philosophies about advertising, which makes it different from the rest of search engines and advertising companies.

The company focuses on the user thus ensuring that the quality of advertising is useful to the consumer just as much as it is to the company itself. Unlike other companies, Google focuses on doing small number of advertisements but of high quality and yielding results. In addition, Google is fast than other search engines and aims to achieve democracy and always doing great. This business practices has seen Google rise to the best search engine since 1996. Moreover, the company has a philosophy that a person does not need to be at their desk in order to make money or to get an answer.

The company knows that there is always more information in other places and aims at harmonizing and delivering it to the people. The company has a philosophy that its information should cross the borders. Less advertising can be preferred to more advertising in that the quality that is found in the less adverts has more results than the quality found in more less quality adverts (Kerin et al, 2010). Different types of online advertising are used today one of them being text ads. In this form, the adverts are displayed, as simple, text-based hyperlinks are known as Text Ads.

This form of advertising does not include graphics or images. They are mostly found on non-search websites and can be served by separate websites or an issuer’s individual ad servers. Moreover, there are display advertisements, which are mostly available in many standards shapes and sizes. Such websites includes posters, trailblazer boards, towers, huge boxes, and extra sized graphical ads. In addition, there are other forms of adverts known as the pop-up ads. These adverts appear to pop up in a new window as users cruise a website.

This advert includes hover ads, floating ads, and slide-in ads. Furthermore, there are other ads known as the flash ads or the DHTML ads. These kinds of ads incorporate flash animation or other motion graphics. They may include animation displays, which are in more of a traditional shape and size. However, Google specializes in two different types of ads known as the AdSense and AdWord. These types of ads help developers create ads while also generating revenue. AdWord was developed by Google to help advertisers place ads on their search-engine results.

Meanwhile, the AdSense was developed for website owners as a tool for placing ads next to their web page content rather than next to their search results (Kerin et al, 2010). For Google to be successful in their display ads, it will try to win adverts away from advertising in the US television industry. The company will also require creative capabilities and relationships with large advertising agencies. Other areas that Google will have to venture in future is the mobile telephone advertising which has over 3 billion users (Kerin et al, 2010).

Reference Kerin, R et al. (2010). Marketing: The Core. New York: McGraw-Hill Companies, Incorporated.