All except my slides!

1. Google
I’m feeling lucky!
Bui Thuy Hanh
Chong Kairu
Lee Longfu
Low Tee Tong
Tay Zi Kun, Lewis
Monday, March 19, 2012

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!
Google
Monday, March 19, 2012

3. Timeline
Our short timeline.
Google
Monday, March 19, 2012

4. Google timeline: 1995 - 2011
Google
Monday, March 19, 2012

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).
Google
Monday, March 19, 2012

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
Google
Monday, March 19, 2012

7. Feb. AdWords changed into pay-per-click basis model.
2002 Advertisers bid on keyword targeting.
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AdSense introduced: advertisements appeared in
2003 specific websites.
A solution for publisher!
• Advertise relevant products.
• $$$ for the publisher!
AdSense
Google
Monday, March 19, 2012

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).
+
Google
Monday, March 19, 2012

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.
Google
Monday, March 19, 2012

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.
Google
Monday, March 19, 2012

11. Business Model
Bring in the money!
Google
Monday, March 19, 2012

12. Google’s Business Model
AdWords
AdSense
DoubleClick
Google
Monday, March 19, 2012

13. Advertisers Google
+
Other sites
Web Users
Google
Monday, March 19, 2012

14. Google shirts
Google
Monday, March 19, 2012

15. AdWords
Google
Monday, March 19, 2012

16. Keyword
relevance Quality Cost-per-click
Historical CTR
Bid auctions score Ad ranking
Concept
Google
Monday, March 19, 2012

17. AdSense
Google
Monday, March 19, 2012

18. !"#$%&'
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Concept
Google
Monday, March 19, 2012

19. DoubleClick
Google
Monday, March 19, 2012

20. DoubleClick Concept
Ad placement
Campaign analyzing
Combining Google's
infrastructure with
DoubleClick's
knowledge of agencies
and publishers
Google
Monday, March 19, 2012

21. Success Factors
What makes us tick?
Google
Monday, March 19, 2012

22. Success Factors
Trinity Cycle of Factors.
Google
Monday, March 19, 2012

23. People
(L to R): Sergey Brin, Eric Schmidt, Larry Page
Google
Monday, March 19, 2012

24. Innovative Business Model
Google
Monday, March 19, 2012

25. Branding
Google
Monday, March 19, 2012

26. Success Factors
Trinity Cycle of Factors.
Google
Monday, March 19, 2012

27. Challenges
Obstacles to cross.
Google
Monday, March 19, 2012

28. Is your name Google?
Cos you have everything I’m searching for.
Google
Monday, March 19, 2012

29. Brain Drain
Google
Google
Monday, March 19, 2012

30. Brain Drain
Google
Monday, March 19, 2012

31. Lawsuits
“it breaches the union's 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
Google
Monday, March 19, 2012

32. Market Penetration: China
44% of Asian Internet
users
40% YOY Growth
RMB $1.3 Trillion
Google
Monday, March 19, 2012

33. Competitors’ Analysis
Our rivals!
Google
Monday, March 19, 2012

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
Google
Monday, March 19, 2012

35. Top 3 Competitors
(L to R): Yahoo, Facebook, Baidu
Google
Monday, March 19, 2012

36. Global Online Advertising
Market Share
Google
Monday, March 19, 2012

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
Google
Monday, March 19, 2012

38. Yahoo Dying?
Google Total Dominance?
Google
Monday, March 19, 2012

39. No!
Yahoo! generates its
own content
Yahoo! allows
advertisers to place
premium ads at its
homepage
Yahoo! is “more
localized”
Google
Monday, March 19, 2012

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
Google
Monday, March 19, 2012

41. Facebook Advantages
Community-based platform with sophisticated
demographics, geographic and interest targeting.
Facebook & Bing social search
Facebook Instant Personalization
Google
Monday, March 19, 2012

42. Results: Undecided.
Facebook ads exposure is also limited to social media
platform
Facebook “ad-fatigue” problem
Google’s superior search engine
Google
Monday, March 19, 2012

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
Google
Monday, March 19, 2012

44. Thank you.
Questions?
Monday, March 19, 2012