Sponsored Links - how are they calculated?

When searching in Google there are sponored links on the right side or
across the top.

Suppose there are two companies "corp-1" and "corp-2". Both are in the same
business, let us say "used cars". The CEO of "corp-1" is "ABC D EFG" (first
middle last name, rather specific). Now if you search for the CEO's name,
there will be sponsored links for "corp-2" - the other company.

How does this happen? Has "corp-2" paid for the CEO's name of the other
company? Or is Goggle doing several steps in determining the sponsored
links, something like "the user has entered those specific keywords, the
keywords appear in websites related to used cars, the corp-2 has paid for
the keywords 'used cars', so show corp-2 as sponsored links".

If corp-2 has paid for the CEO's name of the other company, can this be
proved?

Michael G. Schneider

Michael G. Schneider wrote:

When searching in Google there are sponored links on the right side or
across the top.

Suppose there are two companies "corp-1" and "corp-2". Both are in the
same business, let us say "used cars". The CEO of "corp-1" is "ABC D
EFG" (first middle last name, rather specific). Now if you search for
the CEO's name, there will be sponsored links for "corp-2" - the other
company.

How does this happen? Has "corp-2" paid for the CEO's name of the
other company? Or is Goggle doing several steps in determining the
sponsored links, something like "the user has entered those specific
keywords, the keywords appear in websites related to used cars, the
corp-2 has paid for the keywords 'used cars', so show corp-2 as
sponsored links".

I doubt the second thing happens.

If corp-2 has paid for the CEO's name of the other company, can this
be proved?

Only with cooperation of Google. In this specific case, I would contact
them.

On the other hand, how many people actually *do* search for that very
specific (as you stated) name? And if they do, are they aware that this
person is with corp-1, and hence ignore corp-2?

Also, if I am looking for "ABC D EFG" of corp-1 I don't think I am in a
buying mood for corp-2 stuff (or corp-1) for that matter. On the other
hand, the whole corp stuff is extremely vague.

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How does this happen? Has "corp-2" paid for the CEO's name of the
other company? Or is Goggle doing several steps in determining the
sponsored links, something like "the user has entered those specific
keywords, the keywords appear in websites related to used cars, the
corp-2 has paid for the keywords 'used cars', so show corp-2 as
sponsored links".

I doubt the second thing happens.

If corp-2 has paid for the CEO's name of the other company, can this
be proved?

Only with cooperation of Google. In this specific case, I would contact
them.

On the other hand, how many people actually *do* search for that very
specific (as you stated) name? And if they do, are they aware that this
person is with corp-1, and hence ignore corp-2?

Also, if I am looking for "ABC D EFG" of corp-1 I don't think I am in a
buying mood for corp-2 stuff (or corp-1) for that matter. On the other
hand, the whole corp stuff is extremely vague.

Thank's a lot for the answer. The above is just one sample. In the real
scenario, you can search for the CEO's name or a special product name of
corp-1 and corp-2 appears as a sponsored link.

I do not know Google's politics about this. But if I pay enough, will Google
show my sponsored link, if (just an example) the keyword "BMW" is entered?

Michael G. Schneider

On Tue, 16 Nov 2004 10:58:30 +0100, "Michael G. Schneider"
[...]

I do not know Google's politics about this. But if I pay enough, will Google
show my sponsored link, if (just an example) the keyword "BMW" is entered?

This keeps changing, but the last time I read their policy, you can

advertise using the keyword BMW (and hence your ad shows up to people
searching for BMW), as long as the ad itself does not contain the
trademarked name BMW.