Exhibit 27.1 Search and Display advertisements.
Exhibit 27.1 provides an example of a search ad and a
display ad for a property rental. Search ads are effective for reaching prospects with the intent
to purchase, resulting in higher click-through and conversion rates. On the other hand, display
ads are better suited for building brand awareness. Users browsing sites where display ads are
shown are usually seeking information. These ads tend to reach a wider audience, and though the
average cost per click is lower, the conversion rate is also likely to be much lower compared with
search ads.
Google search network is a group of search-related websites
and apps where ads can appear next to search results. The network show near search results when users
search with terms relating to one of the ad’s keywords. It comprises of Google and Search Partners.
- Google includes searches on Google Search, Google Play Store, Google Shopping,
Google Maps, and the Maps app.
- Search Partners include countless non-Google search sites such as YouTube,
Amazon.com, The New York Times, The Guardian, and sites like W3Schools and MarketingMind that use
Google’s Custom Search Engine (CSE).
The CSE is a tool that allows developers to incorporate a search engine into their
website, enabling visitors to find the information that they are seeking. Since the search engine is
built on Google’s core search technology, users receive high-quality, relevant results.
A CSE can be configured to search a specific set of sites or the entire internet. In the
latter case, it prioritizes results from the developer’s own sites.
Google display network is a vast web comprising publishers
enlisted on Google AdSense or Ad Exchange (AdX), and sites like YouTube and Blogger that are owned by
Google.
