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MI021 / CS021 Computers in Management Oct. 16, 2006 Search & Advertising: Google Case www.gallaugher.com. Topics Covered. Online Advertising Spending/Growth Google Firm background Revenue streams Weaknesses/challenges w/model Areas for development Competitors Yahoo, Microosft, & others

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Mi021 cs021 computers in management oct 16 2006 search advertising google case www gallaugher com l.jpg

MI021 / CS021Computers in ManagementOct. 16, 2006 Search & Advertising:Google Casewww.gallaugher.com


Topics covered l.jpg
Topics Covered

  • Online Advertising Spending/Growth

  • Google

    • Firm background

    • Revenue streams

    • Weaknesses/challenges w/model

    • Areas for development

  • Competitors

    • Yahoo, Microosft, & others

    • Exploitable resources


Google growth l.jpg

$7,000

$6

$6,000

$5

$5,000

$4

$4,000

$3

$3,000

$2

$2,000

$1

$1,000

$0

$0

Google Growth

Revenue($ Millions)

EPS(diluted)

$6,139M

$5.02

Revenue

EPS (diluted)

$3,189M

$1,466M

$1.46

$440M

$0.41

$0.45

2002

2003

2004

2005


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Ad Spending: Comparisons & Growth



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Google Revenue Streams

AdWords

AdSense

Licensing

Google Enterprise Products


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AdSense

The Power of the “Tail”

3.9 Million Daily Page Views on Hip Hop Related Sites

  • Coverage for advertisers beyond search targeting

    • AdSense network covers nearly every topic imaginable

    • Matches highly targeted advertising with niche content

  • Broad reach for branding advertisers

    • Site Targeting allows advertisers to reach their target audience

    • Aggregates the long tail


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Top 10 Highest Paying Keywords

$54.33 mesothelioma lawyers$47.79 what is mesothelioma$47.72 peritoneal mesothelioma$47.25 consolidate loans$47.16 refinancing mortgage$45.55 tax attorney$41.22 mesothelioma$38.86 car accident lawyer$38.68 ameriquest mortgage$38.03 mortgage refinance

Source: San Jose Mercury News, March 2006


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Despite Click Fraud, Advertisers are Spending More

Source: TNS-MI; 2005 and 2003 US online display advertising, excludes companies with online spend less than $400K in 2003


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Targeted Advertising

Ads In Local Search

17


Ads in google earth l.jpg

Targeted Advertising

Ads In Google Earth


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Google - A Global Product

= Engineering and PM offices

  • Bangalore, India

  • Beijing, China

  • Belo Horizonte, Brazil

  • Hyderabad, India

  • London, U.K.

  • Munich, Germany

  • Tokyo, Japan

  • Trondheim, Norway

  • Waterloo, Canada

  • Zurich, Switzerland

  • Mountain View, CA

  • Kirkland, WA

  • Phoenix, AZ

  • Pittsburgh, PA

  • New York, NY

  • Santa Monica, CA


Slide21 l.jpg

An old Google server lined with cork. Velcro now connects the parts.

Google Computing Center

Urs Hölzle, senior vice president for operations at Google, says the company has considered designing chips


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