Google Global Healthcare Ad Survey: AI Push, Mobile Delivery and Scale Increase

Wen, once rang the bell

Source: Technology To ling (xiangling0815)


Google, the world's biggest search giant, is increasingly showing its true self.


In particular, when it comes to commercial realisation, advertising has always been an important "cash flow" for Google. And 2015 is a new point in time, when Google mobile search volume exceeds the PC side, Google's advertising business's main position has naturally shifted from the PC side to the mobile side.


At the same time, Google began to treat pc and mobile differently. Users of the same keyword PC and mobile search results will be different, especially in medical advertising. Compared to the PC side, because the mobile side of the wider range of medical advertising is also easier to convert, so those can not be converted on the PC side of the medical advertising began to "play a fist" on the mobile side.


With an in-depth analysis of user portraits, Google's global penetration of mobile-side medical advertising is just one aspect of a poor user experience. For example, the EU privacy case was fined 5 billion euros, google increased access to user privacy to help better do advertising accurate lying, the bell through the study found thatThe volume and scale of medical advertising on Google's mobile side is increasing.


Instead of advertising, Google is "smart"


Google has long been praised for its clean pages. However, according to foreign MozCast data analysis statistics, google search results page has been nearly 20% of the four ads, has exceeded the proportion of 2 ads 17%. In other words, Google advertising has always existed, not only that, Google's number of ads is quite a lot. So why do some people think Google ads look sfew?


1. Where about medical advertising: increasing penetration


When searching for hospital keywords on Google, the relevant advertising results will not be displayed on the page, and when searching for "hospitals in a certain place", Google will begin to release some ads, such as searching for "Shanghai Hospital", in which we can find ads for Shanghai Renai Hospital; There is also a small amount of advertising content on Google.



This is the equivalent of Google itself set up a trigger mechanism, you say "guys", it pretends to know, you say "King Gai Tiger", it will smile, the specially tailored things to you to send.


In the process, Google uses machine recommendations to increase advertising for users. In February, Google launched Auto Ads, a machine learning system that not only determines the type of ads users see, but also how many ads a page is placed and where. In other words, the so-called "clean page" is just the "illusion" that Google makes using AI. Google is only using AI more accurately on the mobile side to push medical advertising, not only a large number, but also a wide scale, the logic is to collect personal data, analysis of user portraits, people and advertisers to connect, so that the penetration of medical advertising will be stronger. Therefore, not everyone can see cosmetic advertising, only people who want to face lift can see this kind of advertising information, and this is Google's foreign countries decided.


Of course, there are risks in letting AI decide where and how many ads are. This is first and foremost in data acquisition, where Google has been controversial for locating users. Not only that, but google was fined $500 million a few years ago when the FBI disguised itself as a medical firm trying to run ads on Google, while Google's sales staff instructed customers on how to evade Google's machine censorship. Since then, Google has also become more cautious about searching for ads.


In addition,Android's strong voice on the mobile side has also given Google an advantage in search advertising, which has given Google a leading role in organizing, filtering and reshaping content.


2. Google's profit ambition


Why does Google Ads do such precise advertising? Let's first look at the search engine's advertising profitability formula - CPM (revenue per thousand impressions) - coverage (ad coverage) and depth (average number of ads) and CTR (ad click-through rate) sCPC (cost per click) . . . 1000.


Many search engines choose the top two, and Google has bigger ambitions.You know, these four variables are not independent, if the number of ads on each page is too large, will inevitably affect the user's experience, the user's willingness to click and pay for the ads will be reduced, over time, advertisers do not get good benefit feedback, naturally unwilling to run again, the overall revenue will begin to decline.


So Google has taken strict control over the first two, and cleverly promoted the latter two. Unlike the portal, which has only one home page, Google's ad space inventory is actually unlimited. Every time you search for a keyword, Google creates a page and ad bit that is customized for you.


For example, someone wants to search for "Shanghai's breast hospital", natural search will have plastic breast attack, tell you how to choose a plastic surgery hospital that looks good, and the advertisement will directly show a plastic hospital booking information.


And this is Google and advertisers to negotiate the chips, when advertisers want to obtain this custom inventory, they have to accept Google's "tailoring", Google will use machine learning in the advertising system to assess the quality of an ad score, which will make CTR, CPC higher.


What did Google, which gave up its "no evil" campaign, do in medical ads?


Google's motto has long been "don't be evil", but the much-lauded creed has been quietly removed from Google's code of conduct. In September, the Wall Street Journal reported that a fake Apple phone number promotion appeared when searching google for "apple tech support." After giving up "don't do evil", has Google's advertising belief collapsed?


1. Over-exaggeration


According to 36kr and other media reports, in Google search for some beauty medical keywords, we found that beauty ads exist in all regions, and many of the ads here use some of the most advanced adjectives, such as "latest" "best" and so on. For example, the words "latest treatment", "best plastic surgery institution" appear edging in a Korean plastic hospital.



Of course, because China has a strict review of such advertising vocabulary, this absolute term does not appear at home, but outside the country, this is very common. ObviouslyGoogle is targeting it according to different regional policies and there are false propaganda on some ads


2. False "objective"


Comparing with pan-medical organization ads at home and abroad, we found that Google search eslower weight loss ads than in Chinese search engines. Ironically, just three years ago, Google claimed to have blocked 30,000 ads for diet pills.


And in order to make up for a large number of ads caused by the decline in user experience, the high probability of the case, Google's weight loss fitness advertising overall page display is relatively clean, to text-based, the expression is also relatively objective.


3. Weak supervision


In addition to the hospital as the key word of the auction ads, other pan-medical institutions advertising is also very rich. Although Google has been advertising drugs and online pharmacies that are not certified by the FDA and pharmacy board since 2009, it has not stopped Google from being stupid in its medical advertising.


Google chose to gain more from medical advertising in areas where the law does not have strict restrictions, such as the ability of pan-medical institutions to buy keywords at will, such as in the Taiwan network environment in China, in Google search "moon sub-center", the first four screens on the mobile side are advertising, mobile-side rendered content almost full screen, And the first 17 search results 7 are ads, accounting for more than 41%.


This is just some of the information that has been exposed in the media. We don't know if Google, which gives up "don't do evil", has no other secrets.


Search ads deadlocked, how is Google's right posture for medical ads


In essence, Google is also an advertising agency, and pursuing business interests is necessary. And Amazon, Microsoft and Snapchat's eye-opening look at the advertising market has also made Google feel threatened. Data show that Amazon's share of advertising in the market will reach at least 4.5% in 2020 and will continue to grow rapidly, and because Amazon is an e-commerce platform, its advertising has far more purchasing power than Google'.


But now users are talking about Google's medical ads, much of which is due to Google's mismanagement of users' expectations. In the beginning, what made people accept Google's ads? It's an automatic pop-up, unbridled pop-up ad. Now, what makes it unacceptable for people to take risks with Google's medical ads? It's google's once uncontaminated page. From the initial advertising quality ranking, to targeted advertising, in the face of Google's changes in medical advertising, we also have to face up to the dilemma of search advertising.


In fact, what really causes users to hate is anachronistic junk advertising. For advertising, especially digital advertising, users can understand and tolerate its existence, after all, advertising is still an irreplaceable profit system, not to mention, search is a very purposeful action, it is difficult to say that users have no consumer motivation, so, advertising has played a role in meeting the user's desire to consume.


But what people need does not mean that the user's needs can be exploited, and the user can be hurt.


Conclusion:

As for how Google's ads are placed, Neal Mohan, Google's global vice president, said, "We believe we've found the right direction: wherever the audience is on the Internet, just show the right ads to the right audience, at the right time and place." "


It's just that"Appropriate", whether it is targeted, or see stitches, it is worth a good discussion.


"Complete"

Rang

1Titanium Media, Product Business Review, etc. 2016 Top 10 Authors;

2 The judges of the Tiger Whisper Award;

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