1. Introduction to Google
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2. Mike Lorenc
Michal.Lorenc@gmail.com
Linkedin.com/in/mikelorenc
twitter.com/mlorenc
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3. Digital Revolution in Context
Distribution and
Information Commerce Communication
“Read” “Buy” “Talk”
1994 1998 2000 2003 2006 2010
Users 77M 400M 500M 1B 1.9B
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4. Internet users worldwide
2010 1.9 B
Mobile subscribers
2010 5B
Digital information in the world –
videos, photos, music, texts, etc.
2010 800 exabytes
Google Confidential and Proprietary 4

5. Internet users worldwide
2010 1.9 B
2020 5B
Mobile subscribers
2010 5B
2020 10 B
Digital information in the world –
videos, photos, music, texts, etc.
2010 800 exabytes
5 2020 53 zettabytes 5

6. Consumer Transformation
ebay Farmville Amazon
Selling $6B via 30M people using it 180 Kindle books
mobile every day; an est. sold for every 100
in 2010 800K virtual tractors hardcovers
sold daily at $3.33
each
YouTube views iPhone App store Red Cross
Lady Gaga 1.5B 5B apps 20% ($23M) of
video views downloaded donations for Haiti in 6

7. The Three Be’s
Be Found Be Engaging Be Accountable
Google Confidential and Proprietary 7

8. Things we ll cover today
• Why Search Matters
• History of Google
• The Early Days
• Philosophy
• Business Model
• Beyond Search
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9. Search is a Barometer
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10. Search: One of the Most Popular Online
Activities
74.2B
Internet searches conducted worldwide in June 08;
that s 11.1 searches for every person on Earth, in
one month.
If every search were a mile, we d go to the
sun and back nearly 5 times every year.
Sources: comScore qsearch, June 2008, (divided over 30 days for per day value); world population as of July 2008, 10
distance to the sun, Wikipedia.org.

11. How big is Search?
82% of Internet traffic begins at a
search engine
Searches by Country Share of Search
AOL LLC All Others
United States 14,471
2% Ask Network 10%
1%
China 6,565 eBay
2%
Japan 5,802
NHN
United Kingdom 4,206 Corporation
2%
Germany 3,747
Baldu.com
France 2,855 Inc.
5%
Google
Korea 2,724
Microsoft Sites
Sites 63%
Canada 2,611
3%
Italy 1,724
Yahoo Sites
Brazil 1,664 12%
Source: comScore World Metrix, January 2008 11
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12. So What Are We Searching For?
Search for Google Hot Trends
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13. Search Trends Show Changing Preferences
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14. … Subjects of Interest and Worry
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15. … and New Trends and Opportunities
Search for Google Insights for
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16. Snapshot of Collective Conciousness
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17. Google Search Predicts Box Office Gross
Opening
Opening Weekend Box Office Gross
Weekend:
$110M
Opening Weekend: $13M
Searches, Week of Opening Day (Log)
Source: Google internal data, sample of 65 top gross films of 2005 17

18. What Could You Do With Six Weeks to Go?
Opening Weekend Box Office Gross
82% Correct
Opening Weekend:
$29M
Opening Weekend: $18M
Searches, 6 Weeks Before Opening Day (Log)
Source: Google internal data, sample of 65 top gross films of 2005 18

19. Search: The Center of Online Advertising
Search has by far the …and is on
largest share of online ads… the rise
% Online Advertising Revenue1
Projected for 2007 • 13.0 Billion searches
100%
a month in the US
8% Rich Media
10% Email and referrals
• Search sites have
80%
17% Classifieds 86% reach over the Internet
60% Display and
25%
Sponsorship
• 70 searches per user per
month in US… and growing
40%
20% 40% Search
0%
Type of Online Media
1 eMarketer “Update: US Online Advertising Spending” Oct 2007. Source: comScore qSearch and MediaMetrix key measures report 19
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21. Philosophy: Google’s 9 Rules of Innovation:
No Constraints • Hiring is at the heart of all we do
• Ideas come from everywhere
Initially, ignore:
• CPU power • Share all information
• Storage • Morph ideas, don t just kill them
• Bandwidth
• Users come first, not money
• Money
• Data drives all decisions
• Speed matters – iterate products
• Vision must be shared with the team
• 20% time is at our core
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22. Managing Innovation
Core: search and ads
Crawling, Ranking, Web Search,
Maps, AdWords, Adsense,
Gmail, etc.
Related: extensions of core search
News, Books, Product Search, Orkut, TV/
Radio/Print Ads, etc.
Exploratory
Google Mars, Lively, etc.
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23. Google s Mission
Organize the world's information and
make it universally accessible and useful
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24. Google Evolution: More Than Just Search
46645
1995 1998 2000 2003 2004 2005 2006 2007 2008
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25. Connects Users, Advertisers, and Publishers
Users
• Relevant and useful information
U • Access from anywhere
• Ease of use
• Objectivity
A P
Advertisers Publishers
• Precise campaign control • Access to global advertiser network
• Measurable return on investment • Better user experience
• International support and expertise • Revenue opportunities
• Global audience of interested buyers • Increased traffic
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26. 98% Revenue – „Sponsored Links”
Queries Ads Clicks Revenue
Revenue = Users * * * *
User Query Ads Click
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27. The Digital Landscape Provides Many Potential
Combinations
Ad Format Embedded
Text Display Rich Media Website
Content
Text Direct Video Blog Video
Games mention
Ads Email Ads Content
Company Product
Gadgets Site Microsite
On From
Location Search On niche consumer
“Premium” to
Pages sites
Sites consumer
BUZZ
Popular Social
Portal content Email
Sites
site Responses/
comments
Onlin Mobil
Device e e
PDA Phone
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28. Search is Increasingly Local
70% of US
households use
the Internet for
local information
Source: The Kelsey Group, March 2006 28

29. Search is Going Mobile
• Mobile web. 40% of US adults The Future of The Mobile Web:
Powerful Handsets, Full HTML
with a mobile phone have used it Browsers, 3G/WiFi Speed, Apps
to access the web1
• Mobile search. 10 million
Americans use mobile search at
RIM
iPhon
least once per week (104% y/y
e
growth)1
• Smartphone impact. iPhone
users search 50x more than
those on traditional mobile
devices2
Android
• The future. Just 19% have
smartphones today; 49% intend
to purchase in next 2 years1
Source: (1) comScore M:Metrix, September 2008. http://bit.ly/LITC
(2) Mobile Market View, The Kelsey Group and ConStat, October 2008. http://bit.ly/PUVg

30. Video Consumption Continues to Grow…
x2 75%
75%
Did you know…
YouTube is now
the 2nd largest
US households search engine 75% of US Internet
streaming video in the US. * users watched a video
doubled in online last month
the last year
Sources: emarketer, October 2008; comScore Video Metrix, August 2008; Comscore, August 2008

31. Incredible Audience Size
YouTube has more users
in the US than there are
people in France…
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32. An interactive world
35 hrs+
Uploaded to YouTube
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33. Search Goes Beyond Search Engines
Size = # monthly UU
Note: Social and media are ranked roughly by the amount of activity of each in comparison to the other on a given site.
Source: Nielsen//NetRatings

34. Our Integrated Marketing & Commerce Solution
Mobile
TV Ads Local
Engage Search Find Buy
Conversion Tracking
Measure
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35. Google is Easy
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36. Making Google Easy is Hard
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37. What s Next?
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38. Search in 2001…
Google Confidential and Proprietary 38

39. Today… Better answers, faster
Search within a search
(Easier to find results)‫‏‬
Organic results
Search Wiki
Image results
Video Results
Google Confidential and Proprietary 39

40. Introducing the +1 Button, Recommendations
Designed for Google Search
Available on:
ü Google search results
ü Google search ads
ü 3rd Party sites (coming soon)
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41. Google Apps = Cloud Computing
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42. Chrome: An Open Source Browser
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43. Android: An Open Source Mobile Platform
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44. Target Mobile Devices: Click to Call
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