Why Google doesn’t want to talk about its advertising strategy with me
- by admin
The next time you’re talking to your doctor, you might want to take a break and listen to what Google is telling you.
In an internal memo dated October 18, 2017, the company told its ad teams that they need to “make sure that they’re not doing anything to promote or advertise the ads.”
The memo was sent by Google AdWords VP of Digital Advertising Mark Riedel to his team, but not to anyone else.
The memo didn’t address the issue at hand, but Google’s response to the leaked memo indicates that the company is in the process of reviewing its digital advertising strategy, which is likely to include more data collection.
The company is also likely to be re-evaluating its ads policy.
In a post on Medium last year, Riedenbrock wrote that “there are no magic solutions to ad discovery or delivery, just a better way to get the right ads into the right places at the right time.”
In a separate post last year on Medium, Rydel wrote that the goal is to “get as much data and data as we can on ads to be able to answer questions like: ‘Is this person interested in a specific product or service, or is this a generic user?’
And ‘Is it a real-world experience, or a search query?'”
In his memo, Rynel added that Google wants to learn more about its ads and “how we can improve them.”
The Google memo, in part, hints at Google’s intention to collect data about its digital ads strategy.
The internal memo, which was first reported by Business Insider, also reveals that Google is working to improve the quality of the ads that it generates.
In its memo, Google told ad teams, “In some cases, it may be possible to use more accurate metrics to determine the quality.”
However, it also said, “This is not the only way to improve our advertising results, and we will continue to research and analyze this as part of our ongoing work.”
In the memo, it said Google is “considering the use of analytics for the future, which will help us better understand how to deliver the ads we deliver to you, but we are not yet in a position to provide any further details about this.”
Google has previously acknowledged that it uses analytics to better understand what users are searching for, and how those searches influence advertising campaigns.
But Riedens memo suggests that Google’s data collection efforts may be more about creating “a better product experience for our users.”
It also suggests that the Google ad team has been focusing more on improving the quality and quantity of the Google ads they produce, and not more on the accuracy of the search results.
The Google Adwords team has already been working to “improve our results in general,” the memo said.
“But it is possible that we may also improve results by collecting more data to better identify the search queries that drive our ads.”
For example, the memo says that Google may be able “to identify more of the unique terms that people are searching about,” but that it will need to collect more data in order to “determine which of these terms are related to a specific search query or are more common or more relevant to a particular ad query.”
The ad team is also working on “data-driven optimization,” which it describes as “improving the performance of our ads by optimizing the data we use to understand our ads and deliver them to users.”
This may include improving the efficiency of the algorithms that they use to deliver ads to users, or creating better ways to predict how long ads will be shown to the user.
The team is “also working on more robust analytics tools that we can use to better support user experience and optimize the ads on our platform,” and that includes “improved analytics tools like machine learning, predictive analytics, and ad prediction.”
In its internal memo to ad teams last year—a year after Google launched its ad inventory platform, AdWords—the company said that it was “not sure yet what the scope of this work is.”
The company has also recently revealed that it is using machine learning to analyze data about the ads it shows.
Adwords, which launched in 2018, is a free service that lets advertisers target specific search terms to their ads, and then provide targeted ads to consumers.
Google says that its automated ad delivery platform uses machine learning “to better understand the ad experience of advertisers and how they interact with their consumers.”
However the company hasn’t provided any details on how it uses the information it collects from its machine learning.
In 2017, Google said that its AdWords team would be looking at how to improve ad quality by “improve the quality, efficiency, and effectiveness of ad impressions.”
Adwords also said in its internal post last November that it would be “reviewing our ad quality efforts and identifying new ways to make our ads better.”
The next time you’re talking to your doctor, you might want to take a break and listen to what Google…
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