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Google Case Analysis

Good Essays

Marlee McManus
MKTG 433
Dr. Sciulli
Google Case Analysis
Due Via D2l: 2/6/15

1. Provide a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis of Google. Incorporate items from the articles as well as your own ideas.
Strengths:
It is Google’s efficient and effective user friendly interface, and the output of impeccably accurate results, that makes the company the frontrunners of the global search engine market. The company constantly updates and upgrades its technology and search algorithms to produce the best results possible. In 2001, Google implemented image search capabilities, which has come to expand to include the capability of searching for videos, news data, documents, books, and many other forms of “rich …show more content…

Let us take a closer look at how it all works:
First, the website owner (or advertisers for the website) picks keywords that someone might be likely to enter into Google’s search engine and applies them to their account, then, they create an advertisement associated with those keywords, and then place an amount of money they would like to spend for a bid on that ad being placed on the search engine results page (SERP). Then, when someone enters a query into the search engine at Google, the company submits the keywords from the query (or, in some cases, keywords that are directly relevant to the query) to AdWords, where whether or not an auction will take place will be determined. If there is one or more bidder on the keywords submitted, an auction will ensue.
During the auction phase, Google enters the relevant keywords from members’ accounts, along with the associated ad, for the bid assigned to it. Once the bids are pooled and entered into the auction, Google considers two factors in deciding where the ad ranks: 1) The maximum bid, and 2) the quality score of the member. A member’s quality score is determined by how relevant the ad is to the user. The maximum bid multiplied by the quality score determines the ad rank of that member for that specific pool. The member with the highest ad rank is chosen to have their ad placed on Google’s SERP. Once the position of the ad is sold, the Cost-Per-Click (CPC), which is the amount the advertiser pays for

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