Google Case Study

Google Case Study

1. Describe several unique characteristics about Google ad its business practices.

Something quite unique to Google is the fact that it makes about $22.9 billion in advertising. They want to make all data easily accessible and useful for everyone. Their name is also quite unique being the misspelling of the word “googol,” representing the term for a 1 followed by 100 zeros. This name represents the vast amount of information that can be collected. Google also has ten philosophy guidelines including, “You can make money without doing evil,”; and “Great just isn’t good enough.” Google also has an incredible search engine. It has been named “Top 100 Web Sites and Search Engines.” The site receives over 3 billion searches a day, accounting for over 60% of the marketing share. The company uses Adwords and Adsense to assist advertisers in developing adverts and earn greater profits from them. They have developed an algorithm that evaluates the link structure of the web and uses the available link structure in determining the importance of each individual page. Every decision that is made at Google is based on quantitative analysis. The company is created of dozens of analysts that sift through data and analyze performance metrics. The researchers also point out trends to ensure the data is always up to date. Google has acquired over 100 companies to expand its services. They have acquired YouTube in 2006 which has proven to be a great investment. In addition, Google always makes a point to put the user first. Users are shown information that pertains to them by keeping up with their needs and wants. The company continues to improve their search engine daily so as to stand against the competitors and deliver data that the user would want.

1. What is Google’s philosophy about advertising?

Google’s philosophy about advertising includes making sure not to display result pages if ads are not related. They try to provide neat and orderly information, which makes their search engine so quick and reliable. They also are committed to constant improvement of their site and they want to provide a search engine that comes to as close to perfect as possible.

How can less advertising be preferred to more advertising?

Less advertising can be preferred to more advertising because many ads can divert people’s attention while less advertising can engage people’s attention. Users may not look at ads if there are too many. By creating a limited amount of advertisements, each individual ad makes a more powerful punch and can draw the consumer’s attention, and possible business. Google developed a model to predict how effective an ad will be. In doing so, they try and predict how the consumer will react to an ad before they put it out for them. If the model matches the most related ads to each search engine user, less ads are needed.