Google’s mobile advertising business continues to fuel impressive growth for the online search engine pioneer. Google has much at stake in the worldwide shift from desktop advertising to mobile advertising. The company has taken various measures to brace for the shift. It acquired mobile-related corporate vehicles, notably Android (2005), YouTube (2006), DoubleClick (2007), AdMob (2009) and Motorola Mobility (2012), and launched mobile marketing tools like the Google Playbook (2013).
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This research addresses the following:
Competitive Landscape: The current shape of the mobile advertising landscape and Google’s fit within it. Google’s current strategies: How has its strategy paid off and who are the biggest competitor’s to Google in mobile advertising.
Advertising Products: Google’s current advertising products. What’s next for Google’s product strategy (i.e., in-app advertising, search advertising).
Strategic Direction: Google’s strategy in light of other mobile advertising powerhouses entering the landscape. How Facebook and Apple’s strategies differ from Google’s
Recent Happenings: Recent strategic moves Google has made to grow its market share in mobile advertising. How Facebook and Apple countered Google’s strategy. Relevant recent events that have occurred affecting Google’s strategy (i.e., MMA standardizations of mobile ads)
Recommendations for Marketers: What marketers need to do to optimize their spending with Google, Facebook, and others. What is the best strategy for advertising buyers in the next five years.
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Table of Contents:
4 Google Adwords, Adsense and Search Engines 52
What Is Adwords? 52
Modus Operandi 52
Adsense 54
Google Panda 56
Extending Adwords To Mobile 57
Competition To Adwords 58
Yahoo! Search Marketing 59
Bing 62
Search Engines 64
Global search engine leaders 65
Top US search engines 67
Search engines elsewhere 68
5 Other Google Mobile Tools 69
“Think Insights” Mobile Playbook 69
Admob Ecpm Floor Beta 72
Brand Impressions Tool 72
Mobile Planet 72
Gomometer 74
Consumer Barometer 75
Mobile ADS Showcase APPS 75
"Full Value of Mobile" Calculator 76
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