Google Global Medical Advertising Survey: AI push, mobile delivery and scale increase
Google, the world's largest search giant, is increasingly showing its true look.
Especially in business realization, advertising business has always been an important "cash flow" of Google. In 2015, it was a new time. At that time, Google’s mobile search volume exceeded the PC side, and the main position of Google’s advertising business naturally shifted from the PC to the mobile.
At the same time, Google began to differentiate between PC and mobile. Users with the same keyword PC and mobile search results will be different, especially in medical advertising. Compared with the PC side, medical advertisements are more likely to be converted because of the wider spread of mobile terminals. Therefore, medical advertisements that cannot be converted on the PC side start to "play a fist" on the mobile side.
With the deep analysis of user portraits, Google continues to infiltrate mobile medical ads on a global scale, and the user experience is only one aspect. For example, if the EU privacy case is punished by 5 billion euros, Google will increase access to users' privacy to help better advertise the ads. The authors have found that the amount and scale of medical advertisements on Google's mobile terminal are increasing.
Google is not advertising, but advertising "smartly"
Google has always been praised for its clean pages. However, according to foreign MozCast data analysis statistics, the proportion of 4 advertisements appearing on the Google search results page is close to 20%, which is more than the ratio of 17% of the 2 advertisements. In other words, Google ads have always existed, not only that, but Google’s advertising volume is still quite a lot. So why do some people think that Google ads look very rare?
1. The whereabouts of medical advertising: the penetration rate continues to increase
When searching for hospital keywords on Google, the relevant advertising results will not be displayed on the page. When searching for "hospitals in a certain place", Google will start to release some advertisements, such as searching for "Shanghai Hospital", we can Among them, the advertisements of Shanghai Renai Hospital were found. For specific disease keywords such as hyperglycemia and prostate, there are also a small amount of advertising content on Google.
This is equivalent to Google's own setting of a trigger mechanism, you say "guy", it pretends to be ignorant, you say "the king is covered with tigers", it will smile, send something tailored for you Come to you.
In the process, Google uses machine recommendation to increase the advertising push to users. In February of this year, Google launched Autos, a machine learning system that not only determines the types of ads that users see, but also determines how many ads are placed on a page and where to place them. In other words, the so-called "clean page" is just the "illusion" that Google uses AI. Google just uses AI to push medical advertisements more accurately on the mobile side. Not only is it a large number, but the scale is very wide. The logic is to collect personal data, analyze user images, connect people with advertisers, and so, the penetration of medical advertisements. The rate will be stronger. Therefore, not everyone can see cosmetic ads, only those who want to face plastic can see such advertising information, and this is determined by the foreign situation of Google.
Of course, letting AI determine the location and number of ads is also risky. This is first reflected in data acquisition, and Google has been controversial because of the location of users. Not only that, a few years ago, the FBI had pretended to be a medical company trying to advertise on Google, while Google sales staff would guide customers on how to evade Google's machine review, and Google was fined $500 million. Since then, Google has become more cautious in search advertising.
In addition, Android's strong voice on the mobile side has also brought advantages to Google search ads, which has led Google to play a leading role in organizing, screening and reshaping content.
2. Google’s profitability ambition
Why do Google ads do such precise advertising? Let's first take a look at the search engine's advertising profit formula - CPM (revenue per thousand impressions) = coverage (advertising coverage) * depth (average number of ads per page) * CTR (advertising click rate) * CPC (cost incurred per click) *1000.
Many search engine choices are the first two, and Google has greater ambitions. You should know that these four variables are not independent. If there are too many advertisements on each page, it will inevitably affect the user's experience. The user's willingness to click and pay for the advertisement will also be reduced. Over time, the advertiser will not get good. The feedback of the benefits, naturally unwilling to launch again, the overall revenue will begin to decline.
Therefore, Google has strictly controlled the first two, and has made a smart upgrade to the latter two. Unlike the portal, which has only one homepage, Google’s inventory of inventories is actually unlimited. Whenever you search for a keyword, Google will create a page and ad slot that is customized for you.
For example, if someone wants to search for “Shanghai Breast Augmentation Hospitalâ€, there will be a plastic breast augmentation guide in the natural search, telling you how to choose a plastic surgery hospital that looks good, and the advertisement will directly display the reservation information of a plastic surgery hospital.
And this is also the bargaining chip between Google and advertisers. When advertisers want to get this customized inventory, they must accept Google’s “tailoringâ€. Google applies machine learning to the advertising system to evaluate the quality score of an advertisement. Will make CTR, CPC higher.
What did Google do to abandon "do not do evil" in the medical advertisement?
Google’s motto has always been “don’t be evil,†but this acclaimed creed has been quietly removed on Google’s code of conduct. In September this year, according to the "Wall Street Journal" report, when searching for "apple tech support" on Google, there will be a fake phone number promotion information for Apple. After giving up "doing no evil", has Google’s advertising belief collapsed?
1. Exaggerated
According to media reports such as 36kr, searching for some keywords of beauty and medical care on Google, we found that beauty advertising has existed in various regions, and many of the advertisements here use some of the most advanced adjectives, such as "latest". Best" and so on. For example, the words "the latest treatment" and "the best plastic surgery" appeared in the advertising space of a Korean plastic surgery hospital.
Of course, because China strictly checks the vocabulary of such advertisements, this absolute language does not appear in China, but it is very common outside the country. Obviously, Google is targeting in accordance with the policies of different regions, and there are false advertisements on some advertisements.
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