Google Flashcards
What is the difference between a contractor and an employee
control and who provides the tools
what is an NDA
Nondisclosure agreement
What is NEXUS
sales tax is assessed at the county level so online companies dont have to pay but if a company putsw its ervers ina county then it can claim Nexus and charge sales tax
When was GOOG founded
1998
When did GOOG IPO?
2004
Whats goog’s market cap?
375B
Whats the mission and the motto
organize the world’s information and make it universally accessible and useful; dont be evil
Which segment o finternet advertising dominates?
paid search
what is goog’s next big challenge?
to dominate mobile like they did PC
what is a query
a search
What does google call its orgainic search ranking algorithm
PageRank (ranks based on how many credibl eliks are linked to a page)
What is SEO?
the process of improving a page’s organic search results
what are some of the factors Pagerank uses
link counts (sources not created equal), keywords, keywords in URL, destination sites, fresh/stale content
How does Google work
sends out spiders that crawl the site creating an idex. search terms matched against index by an algorithm
How many servers does GOOG have in its server farms
1.4 Million (high cost of admission in search)
What are the 3 key drivers behind expanding online ad spending
1)increasing user time online 2) improved measeurement and accountability 3) targeting
What is Googles secret in making a dominating Search Advertising
Pull instead of push sdvertising, CPC pricing instead of CPM, SElling strategy is auction istead of fixed price, Ad networks (Adsense)
What are display ads and what are the problems with them
can be banner or popup mass advertising, probs: goes to an unmatched audience and is a push instead of a pull
How does Google price its ads?
CPC based on click through, less risky for advertisers
What are hte 3 different pricing methods online and an example of each
CPM advertiser pay sper thousand impressions (Magazines) CPC advertiser pays per click goog charges this way CPA cost per action (car insurance quote)
What determines the rank of Ads
the maximun CPC bid and the yield for google and the quality of the advertiser’s web page
what is a cross sided market
when a third party points a customer to a business and buys something ( charged as CPA by Google’s Ad Network)
What is geo targeting and what can you use to do it?
identifyinga useres physocal location for the purposer fo creating tailored ads, IPs can be used to identify the location of a device
How does google make money on youtube (or at least try to)
banner ads
what are some strategic downfalls in Googel
switchign costs in search are very low and web based innovations are easily imitated
What are 4 things communication btwn the web browser and the web server can tell profilers and advertisers?
IP address, Type of browser, computer type, Computer OS
Ip address can indicate ____
employer and university whch can futher reveal firm size or idustry
What is the best way to target?
using cookies whcih is a line of identifying text that is assignsed and retrieved by teh web server and is stored by teh web browser allowing to track individual users (IPs cant)
What keeps cookies from being viruses
they arent executable ant cant replicate but he4y can be uses as spyware
What does deleting cookies do
breaks teh relationship with a web server losing all of the benefits and targeting and some sites might not work right
How do compoanies get rid of click fraud?
they use ip addresses to help insure there’s not more than one click per computer, lots of clicks from a single IP is a red flag
what are click farms
recruiting lots of different users in different areas that try to spread of the IPs of the fraud to make it more difficult to track
What are Zombie Networks?
hordes of surrepticiosuly infiltrated computers that are linked and controlled remotely
What is Spamdexing
a number of methods such as repeating a number of unrelated phrases to manipulate relevance of resources indexed by search engines
What is the funnel model of selling
top of funnel is awareness, narrows to evaluate, narrows to request, narrows to buy. AMZN tries to keep you focused once you ge4t toward the bottom of the funnel by removing extra links
What is the LEad->Prospect->Custmer model of selling?
leads are unqualified ppl, prospects have requested information or done some other action indicating interest, buyers have actually spend the USD
