MKT 2401 Second Draft

GoogleBui Thuy Hanh

Chong Kairu

Lee Longfu

Low Tee Tong

Tay Zi Kun, Lewis

I’m feeling lucky!

Google

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!

TimelineOur short timeline.

Google

Google

Google timeline: 1995 - 2011

Google

1995

1998

Larry Page and Sergrey Brin founded Google *Googol = 1, 000…..000 (100 zeros)

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.• A number Google assigns to a page to represent the overall link popularity of that page (from 0 to 10).

Google: PR = 9Facebook: PR = 9Twitter: PR = 10

Google

Before 2000

Google ran without advertisements.

Oct. 2000

Google AdWords invented. Google started to bring in advertisements among search results.

Text-based advertisements

Cost-per-thousand pricing model. The advertisers are charged every 1,000 clicks.

Feb.2002

AdWords changed into pay-per-click basis model.

Google

Feb. 2002

2003

AdWords changed into pay-per-click basis model.Advertisers bid on keyword targeting.

!"#$%

!&%

!"#$%

!"#'$%

AdSense introduced: advertisements appeared in specific websites.

A solution for publisher!

• Advertise relevant products.

• $$$ for the publisher!

AdSense

Google

2005

2007

Site Targeting(an expansion of AdWords)allows advertisements appear in specific websites according to advertisers’ preferences.

Site Targeting

Google AdWords collaborated with Salesforce.com CRM (customer relation management technology).

+

Google

Jun. 2007

2010

Apr. 2011

+Offers technology for

advertisers to allow clients to traffic, target, deliver, and report on their campaigns

(such as AdWords and AdSense).

Google boughtDouble Click.

Google createdGoogle Mobile Ads.

Google Website Optimiser

Help track effectiveness of advertisements.

Google

Jul. 2011

AdWords Express for small and local business and local customers.

Done in 5 minute.Easy to set up.

When click, address is shown in Google Map.

Business ModelBring in the money!

Google

Google

Google’s Business Model

AdWords

AdSense

DoubleClick

Google

Advertisers

Web Users

Google

+

Other sites

Google

Google shirts

Google

AdWords

Google

Keyword relevance

Historical CTR Bid auctions

Quality score

Cost-per-click Ad ranking

Concept

Google

AdSense

Google

!"#$%&'$(($)*+",*-'.$)'/&01,*&'$/"&)1'

23*&)"456&'476&)51,"8'

(349$)%'.$)':$$83&'

!"#)&41&7'27'&;($1+)&'.$)'476&)51&)1'

Concept

Google

DoubleClick

Google

DoubleClick Concept

Ad placement

Campaign analyzing

Combining Google's infrastructure with DoubleClick's knowledge of agencies and publishers

Success FactorsWhat makes us tick?

Google

Google

Success FactorsTrinity Cycle of Factors.

Google

People(L to R): Sergey Brin, Eric Schmidt, Larry Page

Google

Innovative Business Model

Google

Branding

Google

Success FactorsTrinity Cycle of Factors.