MKT 2401 - Final Version, Minus Small Company!
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GoogleBui Thuy Hanh
Chong Kairu
Lee Longfu
Low Tee Tong
Tay Zi Kun, Lewis
I’m feeling lucky!
Monday, March 19, 2012
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!
Monday, March 19, 2012
TimelineOur short timeline.
GoogleMonday, March 19, 2012
Google timeline: 1995 - 2011
Monday, March 19, 2012
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
Monday, March 19, 2012
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.
Monday, March 19, 2012
Feb. 2002
2003
AdWords changed into pay-per-click basis model.Advertisers bid on keyword targeting.
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AdSense introduced: advertisements appeared in specific websites.
A solution for publisher!
• Advertise relevant products.
• $$$ for the publisher!
AdSense
Monday, March 19, 2012
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).
+
Monday, March 19, 2012
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.
Monday, March 19, 2012
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.
Monday, March 19, 2012
Business ModelBring in the money!
GoogleMonday, March 19, 2012
Google’s Business Model
AdWords
AdSense
DoubleClick
Monday, March 19, 2012
Advertisers
Web Users
+
Other sites
Monday, March 19, 2012
Google shirts
Monday, March 19, 2012
AdWords
Monday, March 19, 2012
Keyword relevance
Historical CTR Bid auctions
Quality score
Cost-per-click Ad ranking
Concept
Monday, March 19, 2012
AdSense
Monday, March 19, 2012
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Concept
Monday, March 19, 2012
DoubleClick
Monday, March 19, 2012
DoubleClick Concept
Ad placement
Campaign analyzing
Combining Google's infrastructure with DoubleClick's knowledge of agencies and publishers
Monday, March 19, 2012
Success FactorsWhat makes us tick?
GoogleMonday, March 19, 2012
Success FactorsTrinity Cycle of Factors.
Monday, March 19, 2012
People(L to R): Sergey Brin, Eric Schmidt, Larry Page
Monday, March 19, 2012
Innovative Business Model
Monday, March 19, 2012
Branding
Monday, March 19, 2012
Success FactorsTrinity Cycle of Factors.
Monday, March 19, 2012
ChallengesObstacles to cross.
GoogleMonday, March 19, 2012
Is your name Google?Cos you have everything I’m searching for.
Monday, March 19, 2012
Brain Drain
Monday, March 19, 2012
Brain Drain
Monday, March 19, 2012
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
Monday, March 19, 2012
Market Penetration: China
44% of Asian Internet users
40% YOY Growth
RMB $1.3 Trillion
Monday, March 19, 2012
Competitors’ AnalysisOur rivals!
GoogleMonday, March 19, 2012
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
Monday, March 19, 2012
Top 3 Competitors(L to R): Yahoo, Facebook, Baidu
Monday, March 19, 2012
Global Online AdvertisingMarket Share
Monday, March 19, 2012
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
Monday, March 19, 2012
Yahoo Dying? Google Total Dominance?
Monday, March 19, 2012
No!
Yahoo! generates its own content
Yahoo! allows advertisers to place premium ads at its homepage
Yahoo! is “more localized”
Monday, March 19, 2012
845 million monthly active users comparable to Google ; 184 million active users in Asia alone.
Dominant player in social media
Similar PPC model
Monday, March 19, 2012
Facebook Advantages
Community-based platform with sophisticated demographics, geographic and interest targeting.
Facebook & Bing social search
Facebook Instant Personalization
Monday, March 19, 2012
Results: Undecided.
Facebook ads exposure is also limited to social media platform
Facebook “ad-fatigue” problem
Google’s superior search engine
Monday, March 19, 2012
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
Monday, March 19, 2012
Thank you.Questions?
Monday, March 19, 2012
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