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Transcript of Google case
Sebastian La Roche
Jesus GarcÌa Agenda In your opinionm which were the reasons for portals' failure?
Main differences between Google and Yahoo models? What made the first overwhelm the latter in most countries?
What's your opinion about Google's content network? Does it work efficiently? Shouldn't they concentrate on trying to improve the relationship between the advertised products/services and the webs in which the ads are placed? Reasons for portals' failure What is a portal? A web portal, also known as a links page, presents information from diverse sources in a unified way. Apart from the standard search engine feature, web portals offer other services such as e-mail, news, stock prices, information, databases and entertainment. Portals provide a way for enterprises to provide a consistent look and feel with access control and procedures for multiple applications and databases, which otherwise would have been different entities altogether. Examples of public web portals are AOL, iGoogle, MSNBC, Netvibes, and Yahoo!” Key features • Inclusion of a web search engine.
• Usually they include daily news as well as weather forecast.
• They also provide free web mail (e-mail accessible only through the portal).
• Offering online chat services.
• More extra content/services such as blogs, forums, downloads, …
Main Reasons • They were focusing more in giving extra value content rather than developing its main tool that is the web search engine. In doing so, the results offered by the search engine were inaccurate and slow. People usually could barely find what they were looking for. The only way to browse the web was by knowing the domain of the website you wanted to look at.
• Having all this extra content affected the speed of browsing, especially at a time were Internet connections were pretty slow and expensive (usually charged by time).
• The third negative point regarding this extra content is that it was mandatory to have it. Even if a customer just wanted to use the search engine, he/she would had to load the whole page what reduce even more the browsing experience.
Summarizing, portals failed to adapt to customer needs and technological barriers (speed of connection) leaving an open door for new players to cover those unsatisfied needs. Main Differences between Google and Yahoo models? What made the first overwhelm the latter in most countries? What's your opinion about Google's content network? Does it work efficiently? Shouldn't they concentrate on trying to improve the relationship between the advertised product/services and the webs in which the ads are placed? “The Google’s content network reaches 80% of unique internet users in over 100 countries and 20 languages on hundreds of thousands of sites across the web” Unique and great opportunity for advertisers to reach their target customers.Vast variety of sites available within the network.
You can analyze the performance of each site to decide whether to increase or decrease the bid, exclude a site or establish negative keywords. Possitive side Negative side The main negative point is the effect of "fraud" in our marketing campaign, not only in terms of expenditures but also in terms of measuring the effectiveness of our marketing plan.
Google is working hard towards any kind of fraud coming from competitor or for the so-called "Sploggers" that create websites that use "zombies"PC-s to click on its ads. There are estimations which suggested that between 10% to 50% of all paid-listing click-throughs were fraudulent. Freedon for Innovation
Focus on search engine
Extra tools available Product presentation
Many other mandatory features