Feeds

Screwgle™ - Google's new ad revenue model

It's wallet-emptying good...

Boost IT visibility and business value

Others have indicated that Google is expanding Auto Match, which only affects accounts in the US and Canada. And in response to Pitts, the company seemed to say that further expansion is on the way.

"We only just started expanding Auto Match," said senior vice president for product management Jonathan Rosenberg. "It was in beta. We only expanded it to a slightly bigger group of advertisers this quarter."

Rosenberg downplayed the effect of Auto Match on Google's overall coverage - though he couldn't help but acknowledge it's a great way to rake in some extra cash. "I do think the impact on revenue would be positive," he said.

When Pitts asked what percentage of Google's advertisers would be "helped" by Auto Match, Rosenberg hesitated - "Wow," he said - before he was interrupted by CEO Eric Schmidt. "It’s really too early to - the answer is it should apply to everybody," Schmidt said, before asking Google co-founder Sergey Brin to change the subject. "Serge, do you want to talk a little bit about coverage?"

At which point, Brin contradicted Rosenberg, indicating that Google is interested in expanding coverage. In recent months, the company has seen coverage shrink, though it claims this is part of its master plan to improve the "quality "of Google search ads.

Google Auto Match

Auto Match: On by default

Many of the listening press reported Brin's comments about coverage, guessing that Google will juice its paid click rate this quarter. But not a single news outlet touched on Auto Match. Typically, the press doesn't talk about what Google doesn't talk about.

We asked the company for some more talk, but this is all it would say: "As part of our ongoing commitment to provide advertisers with innovative ways to reach users online, Google is currently testing a feature known as 'Automatic Matching.' This feature is currently in a limited beta with a small number of advertisers. We have no news to announce at this time regarding developments in our AdWords product offering."

So, Google prefers to call this blatant revenue grab "part of our ongoing commitment to provide advertisers with innovative ways to reach users online." Even with Google threatening to rule 90 per cent of the search ad market, we're guessing the masses will take this talk at face value. But we do not.

The issue here - and this is typical of AdWords - is that Auto Match is turned on by default. Newbie users won't know any better. In its AdWords help pages, Google indicates there will be cases where the Automatic Matching box isn't automatically checked, but Dan Thies tells us he's yet to speak with a tester who can verify this.

Yes, Auto Match is a beta. But that means nothing coming from Google, which slaps a beta tag wherever it likes. And as Mr. Schmidt let slip, he believes that Auto Match "should apply to everybody." ®

The essential guide to IT transformation

More from The Register

next story
UK fuzz want PINCODES on ALL mobile phones
Met Police calls for mandatory passwords on all new mobes
Canadian ISP Shaw falls over with 'routing' sickness
How sure are you of cloud computing now?
Don't call it throttling: Ericsson 'priority' tech gives users their own slice of spectrum
Actually it's a nifty trick - at least you'll pay for what you get
Three floats Jolla in Hong Kong: Says Sailfish is '3rd option'
Network throws hat into ring with Linux-powered handsets
Fifteen zero days found in hacker router comp romp
Four routers rooted in SOHOpelessly Broken challenge
New Sprint CEO says he will lower axe on staff – but prices come first
'Very disruptive' new rates to be revealed next week
US TV stations bowl sueball directly at FCC's spectrum mega-sale
Broadcasters upset about coverage and cost as they shift up and down the dials
Trans-Pacific: Google spaffs cash on FAST undersea packet-flinging
One of 6 backers for new 60 Tbps cable to hook US to Japan
Tech city types developing 'Google Glass for the blind' app
An app and service where other people 'see' for you
UK mobile coverage is BETTER than EVER, networks tell Ofcom
Regulator swallows this line and parrots it back out at us. What are they playing at?
prev story

Whitepapers

5 things you didn’t know about cloud backup
IT departments are embracing cloud backup, but there’s a lot you need to know before choosing a service provider. Learn all the critical things you need to know.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Build a business case: developing custom apps
Learn how to maximize the value of custom applications by accelerating and simplifying their development.
Rethinking backup and recovery in the modern data center
Combining intelligence, operational analytics, and automation to enable efficient, data-driven IT organizations using the HP ABR approach.
Next gen security for virtualised datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.