2. 1996 1998 2004 2/3 2/3 INTRO AND BACKGROUND
Page and Brin, students at Stanford University in California, developed a search algorithm – at first known as "BackRub"
1998
Google Inc. was officially born.
Andy Bechtolsheim wrote Larry and Sergey a check for $100,000,
2004
Initial public offering
2/3
of Google’s revenues come from ads served on its own sites, and majority of this revenue comes from search engine ads
2/3
of all US search engine queries take place on Google.

3. ORGANIZATION
Google has already grown to earn more annual advertising dollars than any US media company.
Google ad-serving properties like YouTube, Gmail, Google Finance, and Google Maps, and the firm controls about a third of all online advertising dollars.

4. Increased user time online
There are 3 factors driving online ad growth trends:
Increased user time online
Targeting
Improved measurement and accountability

5. WORK CULTURE
Former CEO Eric Schmidt said the goal of all this is “to strip away everything that gets in our employees’ way.”
The perks, culture, and sense of mission have allowed Google to assemble one of the most impressive rosters of technical talent anywhere.
True Flexibility
The Freedom To Be Creative
A Fun Environment
The People And Their Expertise
Dog-Friendly Workplace
Trust
A Dedicated Focus On Employee Happiness

6. ALPHABET
Google has evolved into Alphabet, a diverse holding company investing in a wide-ranging array of potentially high-impact endeavors.
Google is hoping to be the first (alpha) big player to double-down (bet) on risky but promising new markets.
Founded in October 2, 2015, California

7. STRATEGY
Google’s CEO, Sundar Pichai, has said the firm has moved from “mobile first” to “AI first”.
Google bought 11 robotics firms
Roughly 200 acquisitions. More than Apple, Microsoft, Amazon, Facebook, and Yahoo!
E.g. Google acquired (Internet of Things) IoT platform Xively from software company LogMeIn for $50 million in 2017.
E.g. Deep Dive

8. STRATEGY
Android is now the world’s most popular mobile operating system by a long shot— 80 % share of the smartphone OS market.
The Internet’s second largest search engine. YouTube’s primetime audience is bigger than the 10 biggest US TV shows, combined.
Google’s payment product uses NFC Near Field Communication—a short-range, wireless communication standard.
Social Network
Self-Driving car prototypes.
Google’s “apps” are mostly Web-based software-as-a-service offerings.

9. Not always a Winner…
While Google is a risk-taker, it’s important to recognize that the firm isn’t always a winner.
E.g.
replacement tool Google Wave
Social network Google Buzz
Acquisition of Motorola for $12.5 billion in 2011 (sold for $2.91 billion two years later)

10. SEARCH
PageRank: Google does not accept money for placement of links in organic search results. Instead, PageRank results are a kind of popularity contest.
Search Engine Optimization (SEO): The process of improving a page’s organic search results
Google Analytics: Collects statistics on its website or app’s traffic, traffic sources, user behavior on site, sales and advertising success, social media analysis, and more.

11. SEARCH
Link Farming: Creating a series of bogus websites, all linking back to the pages they’re trying to promote.
Search Engine Marketing (SEM): The practice of running and optimizing search engine ad campaigns.
Keyword advertising: Advertisements that are targeted based on a user’s query.
Pay-per-click (PPC): Advertisers don’t spend a penny unless someone actually clicks on their ad. 30 Cents to $1

12. SEARCH
TOP
Google has developed a precise ad ranking formula that rewards top performing ads:
The maximum Cost Per Click (CPC) that an advertiser is willing to pay (sometimes referred to as an ad’s bid value)
The advertisement’s quality score
The expected impact of extensions
ad formats
Ad Rank = f (Maximum CPC, Quality Score, expected impact of extensions and formats)

13. SEARCH
20 %
of Google’s revenues come from running ads on websites and apps that the firm doesn’t even own"
7 Cents for every AdSense dollar that Google collects pays Google to external websites

14. CHALLENGES Share of mobile searches 2012 82.8 % 2014 65.7 %
% %
Google has offered additional features to give users a reason to stick with its search and map products. (Hotels, airfare, food, etc)
Priceline spends over $1.5 billion advertising with Google each year. Expedia spends over $1 billion. Just these two firms account for about a 5 % of Google revenue.
Consequences resulting from the misuse of customer tracking and profiling technologies include user resistance and legislation.

15. WHAT’S NEXT?
The firm’s twin engines of revenue growth—ads served on search and through its ad networks—will inevitably mature.
Without substantial year-on-year growth, the stock price doesn’t move.
Google (GOOG) versus Microsoft (MSFT)

16. Question 1 What is Keyword advertising?
A. Advertisements that are targeted based on a user’s query.
B. The practice of running and optimizing search engine ad campaigns.
C. Creating a series of bogus websites, all linking back to the pages they’re trying to promote.
D. All of the above

17. Question 1 What is Keyword advertising?
A. Advertisements that are targeted based on a user’s query.
B. The practice of running and optimizing search engine ad campaigns.
C. Creating a series of bogus websites, all linking back to the pages they’re trying to promote.
D. All of the above

18. Question 2 Who is Google’s CEO? A. Larry Page B. Sergey Brin
C. Jeff Bezos
D. Sundar Pichai

19. Question 2 Who is Google’s CEO? A. Larry Page B. Sergey Brin
C. Jeff Bezos
D. Sundar Pichai

20. Question 3 Is YouTube the Internet’s second largest search engine?
A. True
B. False

21. Question 3 Is YouTube the Internet’s second largest search engine?
A. True
B. False

22. Thank you.