Google                          I’m feeling lucky!                              Bui Thuy Hanh                             ...
Agenda              Timeline - Our short history              Business Model - Bring in the money!              Success Fa...
Timeline         Our short timeline.                               GoogleMonday, March 19, 2012
Google timeline: 1995 - 2011                                                        GoogleMonday, March 19, 2012
1995        Larry Page and Sergrey Brin founded Google                                           *Googol = 1, 000…..000 (1...
Before     Google ran without advertisements.              2000                         Google AdWords invented.          ...
Feb.      AdWords changed into pay-per-click basis model.               2002                Advertisers bid on keyword tar...
Site Targeting                         (an expansion of AdWords)               2005      allows advertisements appear in  ...
Jun.               2007                         Google bought                         Double Click.                       ...
Jul.     AdWords Express for small and local                           business and local customers.               2011   ...
Business Model         Bring in the money!                               GoogleMonday, March 19, 2012
Google’s Business Model                AdWords                AdSense                DoubleClick                          ...
Advertisers     Google                                  +                                      Other sites                ...
Google shirts                                         GoogleMonday, March 19, 2012
AdWords                                   GoogleMonday, March 19, 2012
Keyword                         relevance   Quality   Cost-per-click                  Historical CTR                   Bid...
AdSense                                   GoogleMonday, March 19, 2012
!"#$%&                         !"#)&41&727                                         $(($)*+",*-                         &;(...
DoubleClick                                       GoogleMonday, March 19, 2012
DoubleClick Concept              Ad placement              Campaign analyzing              Combining Googles              ...
Success Factors         What makes us tick?                               GoogleMonday, March 19, 2012
Success Factors                          Trinity Cycle of Factors.                                                      Go...
People              (L to R): Sergey Brin, Eric Schmidt, Larry Page                                                       ...
Innovative Business Model                                       GoogleMonday, March 19, 2012
Branding                                    GoogleMonday, March 19, 2012
Success Factors                          Trinity Cycle of Factors.                                                      Go...
Challenges         Obstacles to cross.                               GoogleMonday, March 19, 2012
Is your name Google?                    Cos you have everything I’m searching for.                                        ...
Brain Drain                          Google                                       GoogleMonday, March 19, 2012
Brain Drain                                       GoogleMonday, March 19, 2012
Lawsuits              “it breaches the unions law. . the              new rules are not in accordance              with th...
Market Penetration: China              44% of Asian Internet              users              40% YOY Growth              R...
Competitors’ Analysis         Our rivals!                                 GoogleMonday, March 19, 2012
Google Competitors’                           Analysis in Asia              General purpose search engines              Ve...
Top 3 Competitors                         (L to R): Yahoo, Facebook, Baidu                                                ...
Global Online Advertising                           Market Share                                               GoogleMonda...
Yahoo              Popularity:              Google 83.28%              Yahoo! 6.24%              Market Share:            ...
Yahoo Dying?                 Google Total Dominance?                                       GoogleMonday, March 19, 2012
No!              Yahoo! generates its              own content              Yahoo! allows              advertisers to plac...
Facebook              845 million monthly              active users              comparable to              Google ; 184 m...
Facebook Advantages              Community-based platform with sophisticated              demographics, geographic and int...
Results: Undecided.              Facebook ads exposure is also limited to social media              platform              ...
Chinese Competitor: Baidu              Baidu dominated the China search query market              (83.6% as compared to Go...
Thank you.                           Questions?Monday, March 19, 2012
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MKT 2401 - Final Version, Minus Small Company!

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MKT 2401 - Final Version, Minus Small Company!

  1. 1. Google I’m feeling lucky! Bui Thuy Hanh Chong Kairu Lee Longfu Low Tee Tong Tay Zi Kun, LewisMonday, March 19, 2012
  2. 2. Agenda Timeline - Our short history Business Model - Bring in the money! Success Factors - What makes us tick? Challenges - Obstacles to cross. Competitors’ Analysis - Our rivals! GoogleMonday, March 19, 2012
  3. 3. Timeline Our short timeline. GoogleMonday, March 19, 2012
  4. 4. Google timeline: 1995 - 2011 GoogleMonday, March 19, 2012
  5. 5. 1995 Larry Page and Sergrey Brin founded Google *Googol = 1, 000…..000 (100 zeros) 1998 Google beta first introduced! The first Google doodle ever. Page Rank algorithm introduced. • Link popularity: a page is ranked higher if there are more links to it. Google: PR = 9 • A number Google assigns to a page to Facebook: PR = 9 represent the overall link popularity of that Twitter: PR = 10 page (from 0 to 10). GoogleMonday, March 19, 2012
  6. 6. Before Google ran without advertisements. 2000 Google AdWords invented. Oct. Google started to bring in 2000 advertisements among search results. Text-based advertisements Cost-per-thousand pricing model. The advertisers are charged every 1,000 clicks. Feb. AdWords changed into pay-per-click basis model. 2002 GoogleMonday, March 19, 2012
  7. 7. Feb. AdWords changed into pay-per-click basis model. 2002 Advertisers bid on keyword targeting. !"#$% !&% !"#$% !"#$% AdSense introduced: advertisements appeared in 2003 specific websites. A solution for publisher! • Advertise relevant products. • $$$ for the publisher! AdSense GoogleMonday, March 19, 2012
  8. 8. Site Targeting (an expansion of AdWords) 2005 allows advertisements appear in specific websites according to advertisers’ preferences. Site Targeting Google AdWords collaborated with Salesforce.com CRM 2007 (customer relation management technology). + GoogleMonday, March 19, 2012
  9. 9. Jun. 2007 Google bought Double Click. + Offers technology for advertisers to allow clients to traffic, target, deliver, and report on their campaigns (such as AdWords and AdSense). Google created 2010 Google Mobile Ads. Apr. Google Website Optimiser 2011 Help track effectiveness of advertisements. GoogleMonday, March 19, 2012
  10. 10. Jul. AdWords Express for small and local business and local customers. 2011 Done in 5 minute. Easy to set up. When click, address is shown in Google Map. GoogleMonday, March 19, 2012
  11. 11. Business Model Bring in the money! GoogleMonday, March 19, 2012
  12. 12. Google’s Business Model AdWords AdSense DoubleClick GoogleMonday, March 19, 2012
  13. 13. Advertisers Google + Other sites Web Users GoogleMonday, March 19, 2012
  14. 14. Google shirts GoogleMonday, March 19, 2012
  15. 15. AdWords GoogleMonday, March 19, 2012
  16. 16. Keyword relevance Quality Cost-per-click Historical CTR Bid auctions score Ad ranking Concept GoogleMonday, March 19, 2012
  17. 17. AdSense GoogleMonday, March 19, 2012
  18. 18. !"#$%& !"#)&41&727 $(($)*+",*- &;($1+)&.$) .$)/&01,*& 476&)51&)1 $/"&)1 23*&)"456& 476&)51,"8 (349$)%.$):$$83& Concept GoogleMonday, March 19, 2012
  19. 19. DoubleClick GoogleMonday, March 19, 2012
  20. 20. DoubleClick Concept Ad placement Campaign analyzing Combining Googles infrastructure with DoubleClicks knowledge of agencies and publishers GoogleMonday, March 19, 2012
  21. 21. Success Factors What makes us tick? GoogleMonday, March 19, 2012
  22. 22. Success Factors Trinity Cycle of Factors. GoogleMonday, March 19, 2012
  23. 23. People (L to R): Sergey Brin, Eric Schmidt, Larry Page GoogleMonday, March 19, 2012
  24. 24. Innovative Business Model GoogleMonday, March 19, 2012
  25. 25. Branding GoogleMonday, March 19, 2012
  26. 26. Success Factors Trinity Cycle of Factors. GoogleMonday, March 19, 2012
  27. 27. Challenges Obstacles to cross. GoogleMonday, March 19, 2012
  28. 28. Is your name Google? Cos you have everything I’m searching for. GoogleMonday, March 19, 2012
  29. 29. Brain Drain Google GoogleMonday, March 19, 2012
  30. 30. Brain Drain GoogleMonday, March 19, 2012
  31. 31. Lawsuits “it breaches the unions law. . the new rules are not in accordance with the European law, and that the transparency rules have not been applied,” -EU justice commissioner Viviane Reding “Google could face a federal penalty of $16,000 per day per violation if it were found to have violated” An Federal Trade Commission spokeswoman GoogleMonday, March 19, 2012
  32. 32. Market Penetration: China 44% of Asian Internet users 40% YOY Growth RMB $1.3 Trillion GoogleMonday, March 19, 2012
  33. 33. Competitors’ Analysis Our rivals! GoogleMonday, March 19, 2012
  34. 34. Google Competitors’ Analysis in Asia General purpose search engines Vertical search engines and e-commerce websites Social networks Commercial software companies Providers of online products and services GoogleMonday, March 19, 2012
  35. 35. Top 3 Competitors (L to R): Yahoo, Facebook, Baidu GoogleMonday, March 19, 2012
  36. 36. Global Online Advertising Market Share GoogleMonday, March 19, 2012
  37. 37. Yahoo Popularity: Google 83.28% Yahoo! 6.24% Market Share: Google’s 44.1% Yahoo! 8.3% Google generate > 9 times on average human traffic GoogleMonday, March 19, 2012
  38. 38. Yahoo Dying? Google Total Dominance? GoogleMonday, March 19, 2012
  39. 39. No! Yahoo! generates its own content Yahoo! allows advertisers to place premium ads at its homepage Yahoo! is “more localized” GoogleMonday, March 19, 2012
  40. 40. Facebook 845 million monthly active users comparable to Google ; 184 million active users in Asia alone. Dominant player in social media Similar PPC model GoogleMonday, March 19, 2012
  41. 41. Facebook Advantages Community-based platform with sophisticated demographics, geographic and interest targeting. Facebook & Bing social search Facebook Instant Personalization GoogleMonday, March 19, 2012
  42. 42. Results: Undecided. Facebook ads exposure is also limited to social media platform Facebook “ad-fatigue” problem Google’s superior search engine GoogleMonday, March 19, 2012
  43. 43. Chinese Competitor: Baidu Baidu dominated the China search query market (83.6% as compared to Google’s 11.1% in 2010) No political restrictions Localized search engine GoogleMonday, March 19, 2012
  44. 44. Thank you. Questions?Monday, March 19, 2012

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