Cereal song advertising becomes result edge tool
Google (Gu Ge) Wang Jin of assistant dean of Chinese project academy
Two father of Gu Ge once had said: “The final user that is us serves, it is our first job from beginning to end. ” this go up in advertisement mechanism of Gu Ge, not exceptional also. To achieve this, gu Ge pursued crucial just sex principle, and this — the edge tool that also is success of Gu Ge business.
Principle of sex of justice of cereal song advertising
The first, natural result of Gu Ge is departed strictly with advertisement
This we had discussed below a lot of circumstances, those who need ambitious shift is, this is Gu Ge’s most important principle, also be Gu Ge live this. In the search result that the user provides in Gu Ge, can very clear see what is advertisement, the commercial news misdirect that won’t be bought absolutely.
The 2nd, the high quality that Gu Ge’s advertisement reveals asks
Will apply for to make ad of key word advertising to Gu Ge advocate a lot of, they hope the keyword of the choice also belongs to magnanimity. Nevertheless, mix when advertisement only of the keyword relevant degree achieve certain level moment, gu Ge just can reveal his come out, let an user see.
Specific for, keyword advertisement of Gu Ge — Google AdWords has a very complex calculation method — ” advertisement quality notchs (Quality Score) ” . The engineer that law of this one party is us spent what effort of a few years just does to evaluate a standard, with will measure this advertisement to have after all to the help of the user how old. “Advertisement quality notchs ” a lot of target were included in the standard, for instance ” measure to what the person enrages ” , that is to say people wants not to want to click it; For instance ” of the key word that searchs with the user match degree ” , etc. When an advertisement achieves certain quality, gu Ge just can choose to reveal it. We reveal the advertisement that come out to just application appeals to the advertising iceberg that beg today one horn. Our concept is, advertisement must is opposite final user is useful, valuable.
The 3rd, the just sex of advertisement position
Gu Ge’s advertisement counts circumstance transfer to a lower level to be in those who search result page greatly absolutely on the right side of, only very small one part can be put in Zun Shangduan. Even if is such, also be to have strict quantitative restriction, won’t exceed 3 links, and use shadow mark outpour entirely come, add ” the sponsor is linked ” mark.
The most crucial is, advertisement is put in left on end or on the right side of not be by advertisement advocate of the decision, however by this advertising ” quality notchs ” will decide. Be in the United States and Europe, we see such case, some users, a of online inquiry main goal wants to see ad namely. These advertisement gave an user to provide additional information actually, for example: Some people should want to search information of a few discounts, another people should understand at present the product on the market supplies a case. Be based on such actual demand, maintain some advertisement when machine algorithm of Gu Ge not only useful to the user, and quality is best, on the right side of excel of the result multiple when, just can choose its park is left on upright, and the sign with clear attach. If do not satisfy this requirement, advertisement advocate pay again much fee, gu Ge also won’t place this ad left on upright.
Finally, of advertisement position also be the price decision that throws by ad business not just early or late, advertisement quality still is producing main effect. Change character, a quality notchs inferior advertisement, even if is willing to pay higher price, also can not buy higher position certainly.
The 4th, the fair sex of contest price
On contest price rank, what Gu Ge chooses is ” standard of Holand contest value ” , nature of law of this one party is not Gu Ge’s initiate, dan Gu song transplanted method of price of this one contest successfully on Internet advertisement, push him to perfect condition. Specific for, gu Ge won’t the advertisement with top offer a price, press its bade work off, is to compare the 2nd to increase one cent fund only, was in by the platoon on the first place, although advertisement advocate the bid that drops at the outset is gotten higher than what he pays actually now much.
In above in all principles, gu Ge is complete according to objective standard, machine sort, assess which advertising quality highest, the be fond of of any individuals and relation won’t be considered algorithmicly inside by cereal song machine absolutely.
The innovation story of Google AdSense
Google AdSense is cereal song advertising another main product, the 5 that is headquarters a project that the engineer completes in time of a few months, their originality product received Gu Ge’s commendation finally, obtained 1000 of 10 thousand U.S. dollors end of the year award. Letting us bring those who feel proud is, this still has a Chinese engineer that calls Cui Ying alone among them. She leads the group of a technology of Shanghai at present, aid force to promote in Chinese quality at Google AdSense.
With Google AdWords, google AdSense pays attention to advertisement and content match rate, not be advertisement advocate be willing to send, or website stationmaster is willing to put, gu Ge is met on the platform that releases its advertisement to the partner. Gu Ge’s machine is algorithmic, what can go understanding a website is characteristic, release corresponding advertisement then.
Last year the end of the year, gu Ge rolled out to call NCB (Non Clickable Background) characteristic, it is in a word ” the setting that cannot click ” . Click advertisement of Gu Ge AdSense when the user when two blank between are in, he (she) won’t be taken on this advertising webpage. Because such clicking,be the behind schedule of the user likely, and cannot give advertisement advocate bring true client.
Of NCB project come on stage to meet those who bring about cereal song battalion to close to decrease undoubtedly, but the behind schedule that we are willing to pay big cost to reduce an user is attacked, increase their network experience.
The social benefit of system of cereal song advertisement
Regard Gu Ge’s innovation as the product, google AdSense lets the China of tens of thousands of release trade people can spend more time to make content, is not to kiss force to extend a product to go in person. The content of website of this pair of China went to positive effect since construction. Current, google AdSense is China’s largest network alliance. If do not have Google AdSense, imagine many content website can perserve the ground provides free content very hard. And for the many to those China medium and small businesses at long end, the Google AdWords advertisement that managing, effective, target makes clear use cost, it is to be benefited more fine is much.
Anyhow, advertisement innovation accomplished Gu Ge’s commerce to succeed, also facilitated to form good ecosystem, brought good social benefit to China then. We are certain, if even if of a company abandons a few short-term profit also wanting to be this world to do some of good work, so it can give finally - no matter serve as partner,still be other each - bring bigger increase. This is the important facet of our company culture, and got the self-identity of whole company. (be over)
