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MI021 / CS021 Computers in Management Oct. 16, 2006 Search & Advertising: Google Case gallaugher

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 gallaugher

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

  2. Topics Covered • Online Advertising Spending/Growth • Google • Firm background • Revenue streams • Weaknesses/challenges w/model • Areas for development • Competitors • Yahoo, Microosft, & others • Exploitable resources

  3. $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

  4. Ad Spending: Comparisons & Growth

  5. The U.S. Ad Market

  6. Google Revenue Streams AdWords AdSense Licensing Google Enterprise Products

  7. 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

  8. 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

  9. 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

  10. Targeted Advertising Ads In Local Search 17

  11. Targeted Advertising Ads In Google Earth

  12. 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

  13. 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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