About advertising incentives
From time to time, Google offers incentives to accelerate the adoption of and investment in Google's advertising programs. These incentives are offered to participating advertisers and/or advertising agencies. Advertisers and their advertising agencies may receive financial incentives, including but not limited to credits to help fund their campaigns. For example, in the Google Display and Video Incentive Program, participating advertisers may receive financial incentives based on the amount of their display and video advertising spend and/or investments made to enhance their ability to use Google's advertising programs.
In addition, advertisers and advertising agencies may receive campaign assistance, such as industry research and on-site consultation to support the growth of Google's advertising programs. Also, in the case of auction-based advertising, those incentives (like where an advertiser receives a coupon for ad credits) may reduce the effective price paid for advertising from the price set as a result of the auction process.
Google also offers its employees $1 per day credit accounts to fund campaigns for the purpose of familiarizing its employees with Google's advertising programs.