{"id":619519,"date":"2024-05-06T19:03:37","date_gmt":"2024-05-06T16:03:37","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/doj-hammers-google-over-search-ad-price-manipulation\/"},"modified":"2024-05-06T19:03:37","modified_gmt":"2024-05-06T16:03:37","slug":"doj-hammers-google-over-search-ad-price-manipulation","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/doj-hammers-google-over-search-ad-price-manipulation\/","title":{"rendered":"#DOJ hammers Google over search ad price manipulation"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a2b57fd62d3d\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a2b57fd62d3d\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/doj-hammers-google-over-search-ad-price-manipulation\/#Heres_how_Google_harms_advertisers_in_20_slides_according_to_the_DOJs_closing_statement_on_search_advertising\" >Here&#8217;s how Google harms advertisers in 20 slides, according to the DOJ&#8217;s closing statement on search advertising.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/doj-hammers-google-over-search-ad-price-manipulation\/#Googles_monopoly_power\" >Google\u2019s monopoly power<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/doj-hammers-google-over-search-ad-price-manipulation\/#Advertiser_harm\" >Advertiser harm<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/doj-hammers-google-over-search-ad-price-manipulation\/#Format_pricing\" >Format pricing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/doj-hammers-google-over-search-ad-price-manipulation\/#Squashing\" >Squashing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/doj-hammers-google-over-search-ad-price-manipulation\/#RGSP\" >RGSP<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/doj-hammers-google-over-search-ad-price-manipulation\/#Search_Query_Reports\" >Search Query Reports<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Heres_how_Google_harms_advertisers_in_20_slides_according_to_the_DOJs_closing_statement_on_search_advertising\"><\/span>Here&#8217;s how Google harms advertisers in 20 slides, according to the DOJ&#8217;s closing statement on search advertising.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nGoogle manipulated ad auctions and inflated costs to increase revenue, harming advertisers, the Department of Justice argued last week in the U.S. vs. Google antitrust trial. <\/p>\n<p>What follows is a summary and some slides from the DOJ\u2019s closing deck, specific to search advertising, that back up the DOJ\u2019s argument. <\/p>\n<h2 class=\"wp-block-heading\" id=\"h-google-s-monopoly-power\"><span class=\"ez-toc-section\" id=\"Googles_monopoly_power\"><\/span>Google\u2019s monopoly power<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>This was defined by the DOJ as \u201cthe power to control prices or exclude competition.\u201d Also, monopolists don\u2019t have to consider rivals\u2019 ad prices, which testimony and internal documents showed Google does not.<\/p>\n<p><!-- \/1038259\/SEL_Post-text --><\/p>\n<div id=\"div-gpt-ad-1693000027709-0\"><\/div>\n<div id=\"post-break\"><\/div>\n<p>To make the case, the DOJ showed quotes from various Googlers discussing raising ad prices to increase the company\u2019s revenue.<\/p>\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"2048\" height=\"1152\" alt=\"Google Fair Higher Prices Scaled\" class=\"wp-image-440222\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-fair-higher-prices-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-fair-higher-prices-600x338.jpg.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-fair-higher-prices-800x450.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-fair-higher-prices-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-fair-higher-prices-768x432.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-fair-higher-prices-1536x864.jpg 1536w\" data-lazy-sizes=\"(max-width: 2048px) 100vw, 2048px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-fair-higher-prices-scaled.jpg.webp\"><img fetchpriority=\"high\" decoding=\"async\" width=\"2048\" height=\"1152\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-fair-higher-prices-scaled.jpg.webp\" alt=\"Google Fair Higher Prices Scaled\" class=\"wp-image-440222\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-fair-higher-prices-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-fair-higher-prices-600x338.jpg.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-fair-higher-prices-800x450.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-fair-higher-prices-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-fair-higher-prices-768x432.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-fair-higher-prices-1536x864.jpg 1536w\" sizes=\"(max-width: 2048px) 100vw, 2048px\"><\/figure>\n<ul>\n<li>Dr. Adam Juda said Google tried to come up with \u201cbetter prices or more fair prices, where those new prices are higher than the previous ones.\u201d <\/li>\n<\/ul>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1160\" alt=\"Google Monopolist Hal Varian Scaled\" class=\"wp-image-440225\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-monopolist-hal-varian-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-monopolist-hal-varian-596x338.jpg.webp 596w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-monopolist-hal-varian-800x453.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-monopolist-hal-varian-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-monopolist-hal-varian-768x435.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-monopolist-hal-varian-1536x870.jpg 1536w\" data-lazy-sizes=\"(max-width: 2048px) 100vw, 2048px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-monopolist-hal-varian-scaled.jpg.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1160\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-monopolist-hal-varian-scaled.jpg.webp\" alt=\"Google Monopolist Hal Varian Scaled\" class=\"wp-image-440225\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-monopolist-hal-varian-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-monopolist-hal-varian-596x338.jpg.webp 596w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-monopolist-hal-varian-800x453.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-monopolist-hal-varian-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-monopolist-hal-varian-768x435.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-monopolist-hal-varian-1536x870.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n<ul>\n<li>Dr. Hal Varian indicated that Google had many levers it could use to change the ad auction design to achieve its desired outcome.<\/li>\n<\/ul>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1161\" alt=\"Google Knobs Tunings Scaled\" class=\"wp-image-440226\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-knobs-tunings-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-knobs-tunings-596x338.jpg.webp 596w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-knobs-tunings-800x454.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-knobs-tunings-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-knobs-tunings-768x435.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-knobs-tunings-1536x871.jpg 1536w\" data-lazy-sizes=\"(max-width: 2048px) 100vw, 2048px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-knobs-tunings-scaled.jpg.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1161\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-knobs-tunings-scaled.jpg.webp\" alt=\"Google Knobs Tunings Scaled\" class=\"wp-image-440226\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-knobs-tunings-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-knobs-tunings-596x338.jpg.webp 596w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-knobs-tunings-800x454.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-knobs-tunings-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-knobs-tunings-768x435.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-knobs-tunings-1536x871.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n<ul>\n<li>Juda and Jerry Dischler confirmed this. Dischler was quoted discussing the impact of increasing prices from 5% to 15% in these two slides:<\/li>\n<\/ul>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1158\" alt=\"Google Profit Raised Prices Scaled\" class=\"wp-image-440228\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-profit-raised-prices-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-profit-raised-prices-598x338.jpg.webp 598w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-profit-raised-prices-800x452.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-profit-raised-prices-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-profit-raised-prices-768x434.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-profit-raised-prices-1536x869.jpg 1536w\" data-lazy-sizes=\"(max-width: 2048px) 100vw, 2048px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-profit-raised-prices-scaled.jpg.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1158\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-profit-raised-prices-scaled.jpg.webp\" alt=\"Google Profit Raised Prices Scaled\" class=\"wp-image-440228\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-profit-raised-prices-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-profit-raised-prices-598x338.jpg.webp 598w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-profit-raised-prices-800x452.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-profit-raised-prices-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-profit-raised-prices-768x434.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-profit-raised-prices-1536x869.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1159\" alt=\"Google Raise Prices 10 15 Scaled\" class=\"wp-image-440230\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-raise-prices-10-15-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-raise-prices-10-15-597x338.jpg.webp 597w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-raise-prices-10-15-800x453.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-raise-prices-10-15-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-raise-prices-10-15-768x435.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-raise-prices-10-15-1536x870.jpg 1536w\" data-lazy-sizes=\"(max-width: 2048px) 100vw, 2048px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-raise-prices-10-15-scaled.jpg.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1159\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-raise-prices-10-15-scaled.jpg.webp\" alt=\"Google Raise Prices 10 15 Scaled\" class=\"wp-image-440230\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-raise-prices-10-15-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-raise-prices-10-15-597x338.jpg.webp 597w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-raise-prices-10-15-800x453.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-raise-prices-10-15-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-raise-prices-10-15-768x435.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-raise-prices-10-15-1536x870.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n<p>Other slides from the deck the DOJ used to make its case:<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1159\" alt=\"Google Cpcs Double Scaled\" class=\"wp-image-440223\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-cpcs-double-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-cpcs-double-597x338.jpg.webp 597w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-cpcs-double-800x453.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-cpcs-double-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-cpcs-double-768x434.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-cpcs-double-1536x869.jpg 1536w\" data-lazy-sizes=\"(max-width: 2048px) 100vw, 2048px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-cpcs-double-scaled.jpg.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1159\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-cpcs-double-scaled.jpg.webp\" alt=\"Google Cpcs Double Scaled\" class=\"wp-image-440223\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-cpcs-double-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-cpcs-double-597x338.jpg.webp 597w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-cpcs-double-800x453.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-cpcs-double-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-cpcs-double-768x434.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-cpcs-double-1536x869.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n<ul>\n<li>Google Search ad CPCs more than doubled between 2013 and 2020. <\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-advertiser-harm\"><span class=\"ez-toc-section\" id=\"Advertiser_harm\"><\/span>Advertiser harm<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Google has the power to raise prices when it desires to do so, according to the DOJ. Google called this \u201ctuning\u201d in internal documents. The DOJ called it \u201cmanipulating.\u201d<\/p>\n<p>Format pricing, squashing and RGSP are three things harming advertisers, according to the DOJ:<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-format-pricing\"><span class=\"ez-toc-section\" id=\"Format_pricing\"><\/span>Format pricing<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>\u201cAdvertisers never pay more than their maximum bid,\u201d according to Google.  <\/li>\n<li><strong>Yes, but:<\/strong> What Google failed to mention is \u201cProject Momiji,\u201d which very quietly launched in 2017. <\/li>\n<li><strong>What is Momiji:<\/strong> It artificially inflated the bid made by the runner-up. <\/li>\n<li><strong>The result:<\/strong> A 15% increase for the \u201cwinning\u201d advertiser. More ad revenue for Google.<\/li>\n<li><strong>Relevant<\/strong> <strong>slides:<\/strong> From the DOJ\u2019s deck:<\/li>\n<\/ul>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1156\" alt=\"Google Format Pricing Dischler Scaled\" class=\"wp-image-440210\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-format-pricing-dischler-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-format-pricing-dischler-600x338.jpg.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-format-pricing-dischler-800x452.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-format-pricing-dischler-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-format-pricing-dischler-768x434.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-format-pricing-dischler-1536x867.jpg 1536w\" data-lazy-sizes=\"(max-width: 2048px) 100vw, 2048px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-format-pricing-dischler-scaled.jpg.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1156\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-format-pricing-dischler-scaled.jpg.webp\" alt=\"Google Format Pricing Dischler Scaled\" class=\"wp-image-440210\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-format-pricing-dischler-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-format-pricing-dischler-600x338.jpg.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-format-pricing-dischler-800x452.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-format-pricing-dischler-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-format-pricing-dischler-768x434.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-format-pricing-dischler-1536x867.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1162\" alt=\"Google Momiji Scaled\" class=\"wp-image-440211\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-596x338.jpg.webp 596w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-800x454.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-768x436.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-1536x872.jpg 1536w\" data-lazy-sizes=\"(max-width: 2048px) 100vw, 2048px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-scaled.jpg.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1162\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-scaled.jpg.webp\" alt=\"Google Momiji Scaled\" class=\"wp-image-440211\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-596x338.jpg.webp 596w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-800x454.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-768x436.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-1536x872.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1160\" alt=\"Google Momiji Price Increases Scaled\" class=\"wp-image-440212\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-price-increases-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-price-increases-597x338.jpg.webp 597w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-price-increases-800x453.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-price-increases-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-price-increases-768x435.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-price-increases-1536x870.jpg 1536w\" data-lazy-sizes=\"(max-width: 2048px) 100vw, 2048px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-price-increases-scaled.jpg.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1160\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-price-increases-scaled.jpg.webp\" alt=\"Google Momiji Price Increases Scaled\" class=\"wp-image-440212\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-price-increases-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-price-increases-597x338.jpg.webp 597w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-price-increases-800x453.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-price-increases-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-price-increases-768x435.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-price-increases-1536x870.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1160\" alt=\"Google Momiji Increased Prices Scaled\" class=\"wp-image-440213\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-increased-prices-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-increased-prices-597x338.jpg.webp 597w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-increased-prices-800x453.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-increased-prices-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-increased-prices-768x435.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-increased-prices-1536x870.jpg 1536w\" data-lazy-sizes=\"(max-width: 2048px) 100vw, 2048px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-increased-prices-scaled.jpg.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1160\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-increased-prices-scaled.jpg.webp\" alt=\"Google Momiji Increased Prices Scaled\" class=\"wp-image-440213\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-increased-prices-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-increased-prices-597x338.jpg.webp 597w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-increased-prices-800x453.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-increased-prices-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-increased-prices-768x435.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-increased-prices-1536x870.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n<h3 class=\"wp-block-heading\" id=\"h-squashing\"><span class=\"ez-toc-section\" id=\"Squashing\"><\/span>Squashing<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li><strong>How it worked:<\/strong> Google increased an advertiser\u2019s lifetime value based on how far their predicted click-through rate (pCTR) was from the highest pCTR. According to a 2017 document introducing a new product called \u201cKumamon,\u201d Google had been doing this using \u201ca simple algorithm consisting of bid, three quality signals, and some (mostly) hand tuned parameters.\u201d (A screenshot of this document seemed to indicate Kumamon would add more machine learning signals in the auction.)<\/li>\n<li><strong>In other words:<\/strong> Google raised \u201cthe price against the highest bidder.\u201d<\/li>\n<li><strong>Google\u2019s goal:<\/strong> To create a \u201cmore broad price increase.\u201d<\/li>\n<li><strong>The result: <\/strong>The Google ad auction winner paid more than it should have if squashing wasn\u2019t part of the ad auction. <\/li>\n<li><strong>And:<\/strong> The DOJ indicated this all led to a \u201cnegative user experience\u201d as Google ranked ads \u201csub-optimally in exchange for more revenue.\u201d<\/li>\n<li><strong>Relevant slides:<\/strong> From the DOJ\u2019s deck:<\/li>\n<\/ul>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1162\" alt=\"Google Squashing Ltv Scaled\" class=\"wp-image-440214\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-ltv-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-ltv-596x338.jpg.webp 596w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-ltv-800x454.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-ltv-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-ltv-768x436.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-ltv-1536x872.jpg 1536w\" data-lazy-sizes=\"(max-width: 2048px) 100vw, 2048px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-ltv-scaled.jpg.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1162\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-ltv-scaled.jpg.webp\" alt=\"Google Squashing Ltv Scaled\" class=\"wp-image-440214\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-ltv-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-ltv-596x338.jpg.webp 596w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-ltv-800x454.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-ltv-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-ltv-768x436.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-ltv-1536x872.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1159\" alt=\"Google Squashing Scaled\" class=\"wp-image-440215\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-597x338.jpg.webp 597w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-800x453.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-768x435.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-1536x869.jpg 1536w\" data-lazy-sizes=\"(max-width: 2048px) 100vw, 2048px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-scaled.jpg.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1159\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-scaled.jpg.webp\" alt=\"Google Squashing Scaled\" class=\"wp-image-440215\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-597x338.jpg.webp 597w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-800x453.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-768x435.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-1536x869.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1160\" alt=\"Google Squashing Winner Pays More Scaled\" class=\"wp-image-440216\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-winner-pays-more-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-winner-pays-more-597x338.jpg.webp 597w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-winner-pays-more-800x453.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-winner-pays-more-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-winner-pays-more-768x435.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-winner-pays-more-1536x870.jpg 1536w\" data-lazy-sizes=\"(max-width: 2048px) 100vw, 2048px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-winner-pays-more-scaled.jpg.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1160\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-winner-pays-more-scaled.jpg.webp\" alt=\"Google Squashing Winner Pays More Scaled\" class=\"wp-image-440216\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-winner-pays-more-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-winner-pays-more-597x338.jpg.webp 597w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-winner-pays-more-800x453.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-winner-pays-more-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-winner-pays-more-768x435.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-winner-pays-more-1536x870.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1160\" alt=\"Google Efficiency Revenue Scaled\" class=\"wp-image-440217\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-efficiency-revenue-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-efficiency-revenue-597x338.jpg.webp 597w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-efficiency-revenue-800x453.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-efficiency-revenue-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-efficiency-revenue-768x435.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-efficiency-revenue-1536x870.jpg 1536w\" data-lazy-sizes=\"(max-width: 2048px) 100vw, 2048px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-efficiency-revenue-scaled.jpg.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1160\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-efficiency-revenue-scaled.jpg.webp\" alt=\"Google Efficiency Revenue Scaled\" class=\"wp-image-440217\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-efficiency-revenue-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-efficiency-revenue-597x338.jpg.webp 597w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-efficiency-revenue-800x453.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-efficiency-revenue-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-efficiency-revenue-768x435.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-efficiency-revenue-1536x870.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1157\" alt=\"Google Negative User Experience Scaled\" class=\"wp-image-440218\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-negative-user-experience-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-negative-user-experience-598x338.jpg.webp 598w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-negative-user-experience-800x452.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-negative-user-experience-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-negative-user-experience-768x434.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-negative-user-experience-1536x868.jpg 1536w\" data-lazy-sizes=\"(max-width: 2048px) 100vw, 2048px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-negative-user-experience-scaled.jpg.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1157\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-negative-user-experience-scaled.jpg.webp\" alt=\"Google Negative User Experience Scaled\" class=\"wp-image-440218\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-negative-user-experience-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-negative-user-experience-598x338.jpg.webp 598w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-negative-user-experience-800x452.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-negative-user-experience-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-negative-user-experience-768x434.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-negative-user-experience-1536x868.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n<h3 class=\"wp-block-heading\" id=\"h-rgsp\"><span class=\"ez-toc-section\" id=\"RGSP\"><\/span>RGSP<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li><strong>What is it:<\/strong> The Randomized <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/general\/\" data-internallinksmanager029f6b8e52c=\"3\" title=\"General\" target=\"_blank\" rel=\"noopener\">General<\/a>ized Second-Price was introduced in 2019. (<strong>Dig deeper.<\/strong> What is RGSP? Google\u2019s Randomized Generalized Second-Price ad auctions explained)<\/li>\n<li><strong>How it worked:<\/strong> Google referred to it as the ability to \u201craise prices (shift the curve upwards or make it steeper at the higher end) in small increments over time (AKA \u2018inflation\u2019). It did not lead to better quality, according to 2019 Google emails.<\/li>\n<li><strong>How<\/strong> <strong>Google talked about it:<\/strong> \u201cA better pricing knob than format pricing.\u201d<\/li>\n<li><strong>The result:<\/strong> It incentivized advertisers to bid higher. Google increased revenue by 10%.<\/li>\n<li><strong>Relevant slides:<\/strong> From the DOJ\u2019s deck:<\/li>\n<\/ul>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1161\" alt=\"Google Misleads Advertisers Rgsp Scaled\" class=\"wp-image-440220\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-misleads-advertisers-rgsp-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-misleads-advertisers-rgsp-596x338.jpg.webp 596w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-misleads-advertisers-rgsp-800x454.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-misleads-advertisers-rgsp-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-misleads-advertisers-rgsp-768x435.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-misleads-advertisers-rgsp-1536x871.jpg 1536w\" data-lazy-sizes=\"(max-width: 2048px) 100vw, 2048px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-misleads-advertisers-rgsp-scaled.jpg.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1161\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-misleads-advertisers-rgsp-scaled.jpg.webp\" alt=\"Google Misleads Advertisers Rgsp Scaled\" class=\"wp-image-440220\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-misleads-advertisers-rgsp-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-misleads-advertisers-rgsp-596x338.jpg.webp 596w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-misleads-advertisers-rgsp-800x454.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-misleads-advertisers-rgsp-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-misleads-advertisers-rgsp-768x435.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-misleads-advertisers-rgsp-1536x871.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1161\" alt=\"Google Rgsp Bid Higher Scaled\" class=\"wp-image-440221\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-rgsp-bid-higher-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-rgsp-bid-higher-596x338.jpg.webp 596w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-rgsp-bid-higher-800x454.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-rgsp-bid-higher-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-rgsp-bid-higher-768x435.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-rgsp-bid-higher-1536x871.jpg 1536w\" data-lazy-sizes=\"(max-width: 2048px) 100vw, 2048px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-rgsp-bid-higher-scaled.jpg.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1161\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-rgsp-bid-higher-scaled.jpg.webp\" alt=\"Google Rgsp Bid Higher Scaled\" class=\"wp-image-440221\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-rgsp-bid-higher-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-rgsp-bid-higher-596x338.jpg.webp 596w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-rgsp-bid-higher-800x454.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-rgsp-bid-higher-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-rgsp-bid-higher-768x435.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-rgsp-bid-higher-1536x871.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1159\" alt=\"Google Rgsp Quality Scaled\" class=\"wp-image-440219\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-rgsp-quality-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-rgsp-quality-597x338.jpg.webp 597w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-rgsp-quality-800x453.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-rgsp-quality-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-rgsp-quality-768x435.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-rgsp-quality-1536x869.jpg 1536w\" data-lazy-sizes=\"(max-width: 2048px) 100vw, 2048px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-rgsp-quality-scaled.jpg.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1159\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-rgsp-quality-scaled.jpg.webp\" alt=\"Google Rgsp Quality Scaled\" class=\"wp-image-440219\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-rgsp-quality-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-rgsp-quality-597x338.jpg.webp 597w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-rgsp-quality-800x453.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-rgsp-quality-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-rgsp-quality-768x435.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-rgsp-quality-1536x869.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n<h2 class=\"wp-block-heading\" id=\"h-search-query-reports\"><span class=\"ez-toc-section\" id=\"Search_Query_Reports\"><\/span>Search Query Reports<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The lack of query visibility also harms advertisers, according to the DOJ. Google makes it nearly impossible for search marketers to \u201cidentify poor-matching queries\u201d using negative keywords.<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1156\" alt=\"Google Advertisers Buying Scaled\" class=\"wp-image-440236\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-advertisers-buying-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-advertisers-buying-600x338.jpg.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-advertisers-buying-800x452.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-advertisers-buying-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-advertisers-buying-768x433.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-advertisers-buying-1536x867.jpg 1536w\" data-lazy-sizes=\"(max-width: 2048px) 100vw, 2048px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-advertisers-buying-scaled.jpg.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1156\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-advertisers-buying-scaled.jpg.webp\" alt=\"Google Advertisers Buying Scaled\" class=\"wp-image-440236\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-advertisers-buying-scaled.jpg.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-advertisers-buying-600x338.jpg.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-advertisers-buying-800x452.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-advertisers-buying-200x113.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-advertisers-buying-768x433.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-advertisers-buying-1536x867.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n<p><strong>The DOJ\u2019s presentation.<\/strong> You can view all 143 slides from the DOJ: <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.justice.gov\/d9\/2024-05\/421661.pdf\">Closing Deck: Search Advertising: U.S. and Plaintiff States v. Google LLC<\/a> (PDF)<\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Danny Goodwin\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/01\/danny-goodwin-search-engine-land-senior-editor-338x338.jpg.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/01\/danny-goodwin-search-engine-land-senior-editor-338x338.jpg.webp\" alt=\"Danny Goodwin\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Danny Goodwin<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=MrDannyGoodwin&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/dannygoodwin\/\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        Danny Goodwin has been Managing Editor of Search Engine Land &amp; Search Marketing Expo &#8211; SMX since 2022. He joined Search Engine Land in 2022 as Senior Editor. In addition to reporting on the latest search marketing <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/news\/\" data-internallinksmanager029f6b8e52c=\"2\" title=\"News\" target=\"_blank\" rel=\"noopener\">news<\/a>, he manages Search Engine Land\u2019s SME (Subject Matter Expert) program. He also helps program U.S. SMX events. <\/p>\n<p>Goodwin has been editing and writing about the latest developments and trends in search and digital marketing since 2007. He previously was Executive Editor of Search Engine Journal (from 2017 to 2022), managing editor of Momentology (from 2014-2016) and editor of Search Engine Watch (from 2007 to 2014). He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.                   <\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong>\n<\/p><\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/doj-google-search-ad-price-manipulation-440207\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Here&#8217;s how Google harms advertisers in 20 slides, according to the DOJ&#8217;s closing statement on search advertising. Google manipulated ad auctions and inflated costs to increase revenue, harming advertisers, the Department of Justice argued last week in the U.S. vs. Google antitrust trial. What follows is a summary and some slides from the DOJ\u2019s closing&#8230;<\/p>\n","protected":false},"author":1,"featured_media":619520,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/02\/google-your-money-your-life.jpg","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[26293,142591,107942],"class_list":["post-619519","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-google","tag-google-ads","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/619519","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=619519"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/619519\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/619520"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=619519"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=619519"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=619519"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}