Alphabet Inc. (formerly known as Google Inc., and now trading as GOOGL Class A and GOOG Class C) is a conglomerate of different companies, with Google being the largest. The company provides a wide range of Internet-related software and services, such as web browsing and searching, cloud computing, streaming entertainment, operating systems and mobile applications, and much more. Alphabet leverages its various platforms and services to generate a substantial portion of its advertising revenue.
Google Ad Manager is an ad management platform for large publishers who have a significant amount of inventory that they sell directly to advertisers. This program works in a similar way to Google Ads, but it allows non-Google websites to incorporate Google advertising on their pages. Google, the world's biggest advertising company, has the power to block ads in order to control behavior on sites it doesn't own. We can also use this information to determine the average cost-per-click (CPC) prices paid by advertisers who bid on these popular keywords.
Over the years, Google has created and acquired a large number of advertising technology tools that enable content publishers to make money through advertising and allow ad buyers to search for the type of people they would like to meet on Google Search, YouTube, Maps and other websites of the Internet. For example, advertisers can shop on programs like YouTube Select, which allows them to buy videos that are safe for the brand and certain audiences. Publishers use these tools to manage their campaigns and, at the same time, hand over part of the inventory to Google to match advertisers. This means that Google, the largest advertising company on the web, will begin deciding which ads are blocked and which are not in your browser.
In terms of functionality and use, Google and Facebook rank among the top three digital advertising platforms according to a survey of marketers. However, the biggest revenue generator for Google is still advertising that runs on its search engine and services. The term “Google Ads” comes from Google Adwords, which are online advertising products created by the search giant in which short ads are offered that provide information about particular services, products or videos to web users. Google Ads is a platform that helps advertisers serve search, display, video, app, shopping and local ads with no minimum spend.
One of the main ways Alphabet generates revenue through advertising is through its Google Ads program. Advertisers also pay Google to suggest their pages to users and will try to outbid each other for the top spot in the search results list.