Thin Markets Strategic Moves Pricing Dynamics in Googles Sponsored Search Handout Michael Albert Dana Popescu Pnina Feldman Trent Chinnaswamy
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The Google Sponsored Search Handout describes in detail the new Pricing Dynamics in Google’s sponsored search. The new Pricing Dynamics of Google’s sponsored search are a challenge to marketers and advertisers. The handout describes the challenges and best practices for responding to them. The challenge is a new system of pricing that affects the cost of display ads. These are displayed alongside sponsored content such as search results. The handout explains how to respond to the challenge using strategic moves that align the
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The topic I’m writing is a piece on Google’s sponsored search pricing strategy, focusing on the “lift” of ad spend from organic search to paid search. basics This has been a hot topic, and I’ve had many conversations with several experts who have contributed their insight. In summary, the evidence for Google’s move was (and still is) twofold: (1) Google is making it easier for advertisers to move search traffic to paid search, and (2) Google is giving more value back to advertisers by providing
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– A Thin Market: An industry with limited choices and limited competition, the opposite of a competitive industry. – Strategic Moves: Advertising that increases brand visibility and customer recognition, or changes pricing strategies or formats to capture market share or increase profitability. – Pricing Dynamics: The price point and pricing strategy that determines the most economically viable course of action for the company to pursue. – VRIO: Value, Risk, and Innovation. A framework that explains how companies can improve
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Thin Markets Strategic Moves Pricing Dynamics in Googles Sponsored Search Handout Michael Albert Dana Popescu Pnina Feldman Trent Chinnaswamy (Please take the time to read and summarize each person’s contributions below. ) Thin Markets Strategic Moves Pricing Dynamics in Google’s Sponsored Search Handout: Michael Albert Dana Popescu – To help ensure that their ads show up at the top of search
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Section: The Paper Cover Title of Paper: Thin Markets Strategic Moves Pricing Dynamics in Googles Sponsored Search Handout In the past years, Google, Inc. Has been a major disrupter in the online advertising world. In fact, Google was the pioneer in the sponsored search advertising business (Crowley, 2004; Sung, 2011). There is little doubt that Google is still one of the top players in this business today
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The case is about Googles Sponsored Search Handout. webpage As a case study writer, I’ve been working on this case for some time now and I am happy with the progress I’ve made so far. My main objective while writing this case is to show how Thin Markets Strategic Moves (TM3) can lead to a profitable position. My experience tells me that pricing is an extremely tricky thing and as a writer, I know that it’s never easy to write about pricing without sounding too technical. Hence, the tone I