...Deadline: 11-5-2011 Words: 4000 Athens, 2012 Contents i. Brief explanation of Google……………….…… P. 3 ii. Marketplace assessment of current online microenvironment. …………………………..… P. 4-6 iii. SMART Objectives………………….…………. P. 7-8 iv. Target group of Google Inc…………………...... P. 8 v. Digital Strategies adopted by Google Inc ……… P. 9-11 vi. Evaluation of existing Digital strategies……...…P. 11-13 vii. Conclusions…………………………………..… P. 14 viii. References……………………………………… P. 15-16 Brief explanation of Google Google is an American large business company and software corporation, which operating in several countries around the world. To be more precise, Google specializes in Internet research, cloud computing and advertising technologies. Google develops a huge number of internet-based services and products and its main source of revenue coming from advertising through its Adwards program, which includes local, national and international distribution. Google began as a research project in March 1996 by Larry Page and Sergey Brin, who graduated their PhD Degree from the University of Stanford in California and firstly it based in a fellow student’s garage in Menlo Park in California. In their research, Larry Page and Sergey Brin came up with a plan in order to make a search engine which contains websites according to the number of other websites that linked to that site. The domain google.com was registered on September 14th 1997 and Google began its operation...
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...2: Getting Started with AdWords Chapter 3: Targeting Chapter 4: Costs and Billing Chapter 5: Tracking Ad Performance Chapter 6: Optimizing Ad Performance Chapter 7: Account Performance Tools Chapter 8: Google Analytics Chapter 9: Managing Client Accounts 2 5 8 11 13 16 18 20 22 AdWords Study Guide © Naper Solutions, Inc 1 Chapter 1 Introduction to AdWords AdWords Basics Google and Google AdWords Google is a search engine Google uses keyword based advertising to target your ads to users searching for your product or service The text ad headline is limited to 25 characters (including spaces) Basic AdWords Features The CTR helps determine whether your ad is effective If you elect to show your ads on the Google content network, your ads will be eligible to show on websites that contain content related to your ad. Google ads can be targeted to any language or location available worldwide. Benefits of AdWords There is no minimum spending limit with Google AdWords AdWords allows an unlimited amount of changes to an account per month Google Ads appear primarily on the right hand side of the screen or above the search results and are titled “sponsored links” Your ads will appear when a user’s search query includes a keyword that is part of your ad campaign You control the budget for your advertising campaign. You can set a daily budget and Google will stop showing your ad when you reach the daily limit. AdWords Policies Link Policy A Destination URL must Link to a working...
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...1. GOOGLE MARKET SEGMENTATION a) Geographic Dimensions Highly diverse users as the internet is a universal tool • More than half of the Google search results are delivered to users outside of the United States • Google search and the range of its products are available in 140 countries • The top 15 countries measures as a percentage of population that uses Google area United States (31.49%) followed by India (13.69%), Brazil (5.3%) United Kingdom (3.88%), Canada (2.46%), Germany (2.2%), Indonesia (1.82%), Mexico (1.77%), Italy1.76, Spain (1.7%), France (1.62%) Australia (1.57%), Russia (1.55%), Japan (1.24%) and Turkey (1.13). The percentage of population using Google in the remaining 125 countries is between 0.01 to 1%. b) Demographic Dimensions Google is available virtually everywhere with a very diverse product line and user base. The following demographic descriptions are derived from the web search • 63% of the users are male and the rest 37% are female • The majority of users, 50.4%, fall into the 18-24 age range. • The majority of Google users are of an upper and middle class income structure. 18.3%, are people with income of less than $30,000, 26.9% between 30,000 and 59,999, 27.7% between 60,000 and 99,999, 14.8% between 100,000 and 149,000 and the remaining 12.3% above $150,000 • Most Google users are students that constitute 20.64%, followed by a person's with generally of a higher education and technologically adept (e.g., software engineers...
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...CASE STUDY GOOGLE¶S COUNTRY EXPERIENCES: FRANCE, GERMANY, JAPAN. 1. Internet search engines are special sites on the Web that are designed to help people find information stored on other sites. There are differences in the ways various search engines work, but they all perform three basic tasks, one they search the Internet -- or select pieces of the Internet -- based on important words. Second they keep an index of the words where they find them. Third they allow users to look for words or combinations of words found in that index. Google's bases its revenue on advertising; therefore it needs more places to show ads to increase revenue. Its business model of Ad Words for advertising allow Google to place ads on Web properties it doesn¶t own expanding the company¶s reach. Google has consistently acquired properties to serve as venues for its ads, like Blogger and YouTube. They pioneered new product offerings that attracted audiences for its ads, such as Gmail. They offer many unique products and services to many different kinds of customers which allow them to gain a competitive advantage. The company¶s search tools let users search through huge amounts of information that is organized and based on relevance. They have search tools for pictures, videos, and specific types of websites like blogs. It also has numerous other products in lots of other areas of computer applications. Consumers use the free products that are financed by advertising and licensing. Google has changed...
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...advertising and Adworks: So this lets you show yours ads to people who are interested in the same kind of products. And don’t show those to the ones that are not. Also you can track those who clicked your ads. Benefits of google adworks: adwords is about showing your ads to the right people in the right place at the right time. 1. Target your ads: specific interests. You can make your marketing campaings more targeted. a. Keywords: words or phrases relevant to your products or services. So when customers type those words it will show em your websites. b. Ad location: you can show your ads in search engines, commercial sites, or personal sites. c. Age, location, language: you chose that depends on the customers. d. Days, times, frecuency: you decide when to show your ads. e. Devices: you chose which devices or maybe all of them. 2. Control your costs: gives you control on how to spend your money. You only pay when someone licks your ad. 3. Measure success: it will allow you to see which ads are being clicked the most. And of course give you an idea in which ads to invest more. Also, you can learn on how long do customers take to purchase something. 4. Manage your campaings: MCC allows you to manage all accounts in just one location. i. You can also use adwords editors. 1.2 Google Advertising networks: the google search network and the google display network. You can advertise in each or both . ...
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...1) In 2013 Google was the leading Internet search firm. Google owned 67 percent market share in search from home and work computers and a 97 percent share of searches performed by mobile devices. The two main competitors for Google in the search engine industry for market share is Microsoft Corporation’s Bing and Yahoo Inc.’s search. (Blystone, 2015). Google is well known and a leader in the search engine industry that the company became a verb. When people search for something on the Internet such as for a recipe they say, “ I goggled the recipe” (Blystone, 2015). The competition in the search engine industry for Google does come from the two related search engines yahoo search and Bing. However, the major competition in the search engine industry stems from searches with in websites and apps that offer more than just searches, such as Amazon, Inc. and Facebook, Inc. For example, Facebook Inc.’s CEO Mark Zuckerberg articulated that the company’s assets could be used to compete with search engines. Facebook Inc. can compete with search engines by the website uniquely being positioned to answer questions people may have such as, what sushi restaurants my friends have been to recently and liked? These query-based searches that can be done on Facebook potentially offer consumer something they could not do anywhere else (Blystone, 2015). Apple Inc. also created feature and operating system on their iPhone, iWatches, and Apple TV Siri that acts as a virtual personal assistant. With...
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...MICROSOFT AND THE INTERNET: HOW TO RESPOND TO THE RISE OF GOOGLE? Microsoft started investing in the market for internet search and internet advertising in 2003. Despite some interesting technological and marketing moves, however, the company was still a distant third to Google 5 years later and was losing money. In the early 2009, Microsoft’s executives were wondering which bold strategic moves could be made to change this situation. How the Microsoft adventure began At the end of 2008, Microsoft, founded by Bill Gates in 1975, was a giant with revenues of $60 billion and operating cash flow of $22 billion. A large part of Microsoft’s success had come from operating systems for personal computers. Operating systems were the core software that coordinated a computer’s activities. In the early 1980s, Microsoft was chosen by IBM to develop the MS-DOS and to tailor it to IBM needs. Bill Gates, who believed that many other companies might also adopt the same system, sold IBM the rights to use the software for $80,000 but insisted that Microsoft kept the copyrights on MS-DOS. This worked beyond expectations as the many competitors -for instance, Compaq or Dell- who imitated the IBM PC adopted MS-DOS as well, paying Microsoft licence fees of $15 per machine. By the early 1990s, Microsoft had over 90% of the operating system business, Apple gathering most of the rest. Armies of developers were also developing hundreds of software applications that ran on MS-DOS. Microsoft’s dominance...
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...Internet Search Engines Internet search engines are special sites on the Web that are designed to help people find information stored on other sites. There are differences in the ways various search engines work, but they all perform three basic tasks: • They search the Internet -- or select pieces of the Internet -- based on important words. • They keep an index of the words they find, and where they find them. • They allow users to look for words or combinations of words found in that index. A prime example of an internet search engine is Google. It is the most popular search engine in the world due to it fast response times and relative results you get after searching keywords or names of websites using the search engine. The landing page is simple and easily navigated. Nine out ten searches made in the UK are through Google’s search engine. http://computer.howstuffworks.com/internet/basics/search-engine.htm Search Engine Marketing SEM is the process of gaining traffic by purchasing ads on search engines. It is also called paid search and sometimes referred to as CPC (cost-per-click) or PPC (pay-per-click) marketing, because most search ads are sold on a CPC / PPC basis. http://searchengineland.com/guide/what-is-paid-search All search engines that have been created offer up advertising space on their pages. The space is normally allocated to the right hand side of each results page once a user has made a search. A company will pay for their advertisement to appear...
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...(such as a web page) against a control element with the aim of improving customer response. Also sometimes referred to as Split Testing. ACTUAL COST PER CLICK The amount you actually pay for each click, considering your click through rate and the performances of your competitor ads. In this way, you may get to pay less than you bid. AD GROUP An ad group can contain one or more ads targeting the same group of keywords. AD RANK/AD POSITIONING The ad rank is calculated by considering the bid (max. cost per click), the click through rate and ad text. AD SERVED PERCENTAGE The number of times an ad is displayed, in relation to the number of searches and the other ads in the ad group. ADSENSE An advertising program by which Google acts as the intermediary between content sites and web advertisers. ADWORDS DISCOUNTER The Google tool that allows you to pay less that your maximum bid, as soon as your competition loosens. ADWORDS PRODUCT PLUSBOX When your AdWords ad appears, and your Google Base feed contains a product that is relevant to the user’s query, the Product Plusbox shows the images, titles, and prices of your products under your ad. For more on this feature visit the dedicated page. AFFILIATE DIRECTORY A list on the web where you can find affiliate programs. AFFILIATE LINK A link on your website that refers to a program you are affiliated with. AFFILIATE MARKETING The sum of activities you develop to...
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...Exective summary This case study discusses the business strategies used by Apple, Microsoft and Google in internet industry。Everyone know the Internet has developed into an enormous information infrastructure. This new economy is driven by a relentless force of technological and conceptual innovations stemming from an innumerable number of parties scattered around the globe. Its speed of change and innovation make it to a highly competitive arena. Apple, Microsoft and Google have been the most successful companies within this arena for a long time. Throughout the previous decades, they have internalized the economic laws and technological characteristics of the Internet in their business thinking. Their strategies and competitive moves did not only form the information economy as we know it today, but do also provide showcase examples of how profitable market positions can be achieved in the Internet. Table of content Introduction My report answers some questions: How did Apple, Microsoft and Google successfully navigate and define the competitive arena of the Internet? Which roles did their unique strengths play for their business strategies? Which specifics of the Internet did they have to account for? Last, how to used 4Ps sustain their competitive advantages within such a hostile environment? Development strateies of Apple, Microsoft and Google Apple was founded in 1976 by Steve Jobs and Steve Wozniak; stressing the importance of making...
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...follows a business model based on flexibility, foresight, and a willingness to adapt. [i] • The company is the number one search engine and has established a brand name, in which its users trust. [ii] • Google needs very little end user marketing as the name itself is getting word by mouth publicity.[iii] • Google has a simple interface and it gives comprehensive results without confusing its users.[iv] • Google has low operation cost as it uses low cost hardware and develops advanced software to maximize the performance.[v] • Google provides an interface to 129 languages to make it comfortable to search for its users in different countries.[vi] • According to Fortune magazine, in 2010 Google is ranked 4th in the list of 100 best companies to work for. [vii] • Google also has a range of innovative additional services like Images, Groups, Directory, and News. Google didn’t complicate its website by making itself a portal; rather it kept tabs for these services on its homepage so users can easily navigate and that also keeps the website as simple as it was earlier.[viii] • Google has also come up with solutions for wireless handheld devices, personalized toolbars, catalogues which are added essence strengths.[ix] • Online ads are Google’s strength, over 90% of its revenue comes from managing and delivering online...
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...Google The search industry is one of the largest industries in the world with Google Inc. bringing in $15.7 million in advertising revenue alone. Google was the leading Internet search firm in 2010 with over 60 percent market shares in both searches performed on computers and mobile devices. The search industry is impacted by numerous forces that have strong, moderate and weak impacts on the industry. Rival firms, new entrants, buyer power, supplier power and substitutes are the five largest forces that impact the search industry. A rival firm is a strong force in the search industry. Google Inc, Microsoft Corporation and Yahoo! Are all competing for market share in the search industry in the United States and across the world? The fact that these three companies search engines are relatively the same to most users, it is hard to consumers to see the difference between them and it forces the companies to find various ways to distinguish themselves from each other. Microsoft’s Bing has tried to distinguish itself from Google by using an algorithm that looks at the context of the words in a search instead of just the words themselves. Microsoft Corporation has also launched a very strong advertising campaign to demonstrate the difference between Bing and Google search. Yahoo! Has recently adapted Bing as its default search engine but is competing with Microsoft’s MSN and Google for number of viewers and advertising income. The competitive force of new entrants...
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...Analysis of Google Business analysis of Google Google began as a search engine called “BackRub” created by Larry Page and Sergey Brin in 1996 (Google Corporate Information). This search engine “used links to determine the importance of individual web pages” (Google Corporate Information). In 1998, these two Stanford University graduates had finished their work and created the company called Google (Google Corporate Information). Google offers a wide range of products and services in a range of different languages (Google Corporate Information). The product that started it is the web search, which allows the searching of billions of web pages (Google Corporate Information). There are many products under the web category (Google Corporate Information). The other categories are Mobile, Media, Geo, Home & Office, Social, Specialized Search, and Innovation (Google Corporate Information). These categories are for every day users. There are other products and services for businesses. Google offers many forms of advertising to businesses (Google Business Solutions). These include the categories Local Ads Made Easy, Enhance Your Website, Hassle-free Computing, Find New Customers, Promote products & Services, and Learn & Innovate (Google Business Solutions). Google makes its money through advertising (Google Investor Relations). The products they have are AdWords, Google Display Network, DoubleClick, mobile-specific ad formats, DoubleClick Ad Exchange, Google...
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...The phrase “Google it” has become an everyday part of our vocabulary when it comes to looking up any and all information. What google has created is much more than a simple search engine. They’ve created a brand that has changed marketing in general. Google ADwords is an online advertising service. What google has done is created a level playing field for all advertisers, from small start-up companies to large fortune 500 companies. Adwords is Google’s main source of revenue. In 2012 Googles advertising revenue was about $43.7 billion. I think the personally the pricing aspect of Google’s marketing has been key to making it very successful. For example, you have thousands of people that walk through a major mall such as Roosevelt Field daily. There are kiosks set up with merchandise and employees being paid a salary to market and item or product to customers shopping. If a customer goes to the mall searching for a new handbag, they may no interest in stopping to purchase Tupperware. There’s simply no guarantee that you’ll be able to reach to consumers who are interested in the product you’re offering. The way Google Adwords works is the advertisers predefine certain key words and when a user searches those keywords it allows for advertisers to compete to display advertising copy. This allows advertisers to “trim the fat” or narrow down their target market. They know based on the keywords if the user is typing in Tupperware that there’s a likelihood that the user will be interested...
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...University – Corpus Christi Google was the leading Internet search firm in 2013, with nearly a 67 percent market share in search from home and work computers and a 97 percent share of searches performed from mobile devices. Google’s business model allowed advertisers to bid on search terms that would describe their product or service on a cost-per-impression (CPI) or cost-per-click (CPC) basis. Google’s search-based ads were displayed near Google’s search results and generated advertising revenues of more than $43.6 billion in 2012. The company also generated revenues of about $2.4 billion in 2012 from licensing fees charged to businesses that wished to install Google’s search appliance on company intranets. In addition, a variety of new ventures contributed to the company’s consolidated revenues. The most notable of which was the company’s recently acquired Motorola Mobility division that contributed revenues of $4.1 billion in 2012. New ventures such as the acquisition of Motorola’s smartphone operations were becoming a growing priority with Google management since the company dominated the market for search-based ads and sought additional opportunities to sustain its extraordinary growth in revenues, earnings, and net cash provided by operations. Another important initiative under way in 2013 was Google’s cloud computing productivity package that was intended to change the market for commonly used business applications such as word processing, spreadsheets...
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