Adwords has had a key role in Google’s corporate success over time as users paid for their landing pages to be shown on search results, rather than using SEO. However Google is now accused of ad-targeting algorithm discrimination showing more PPC ads to higher paying jobs to men than women.

Research undertaken at Carnegie Mellon University and at the International Computer Science Institute led the academies to create and use a custom-made software, designed to simulate web browser activity. Results showed ads for jobs with higher salaries were shown on SERPS to male users more often than female users.

Algorithms are often updated by Google using data and other information collected over a period of time and adjusted to help show ads in the most relevant places, but users are still waiting for regulation to control algorithm updates and to help prevent any more algorithm discrimination.

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  • adwords
  • Google
  • paid search
  • ppc