Google is presently touted as the "world's best search engine" ("Company Profile"). They pioneered the use of text-based ads with a search engine that has a clean, spartan lay-out. The creators also devised a system of page ranking that assesses a site's value on the premise that the number of sites pointing to a particular page is an indicator of it's importance. This system, coupled with a match to a searcher's text query can give out the most relevant and accurate results. Their innovative take on the search engine is the foundation of their success, and they have branched out to offer a wide array of services.
Google's content-based advertising scheme results in a service that accurately zeroes in the appropriate market. This produces a " higher than the industry average " ("Company Overview") click-through rate for their text ads compared to traditional forms of Internet advertising (banners, animation, e-mail, etc.). Their philosophy regarding advertising include the precept that one "can make money without doing evil" ("Corporate Information"). They maintain that the ads on their results pages can actually "provide useful information" ("Corporate Information") and are only shown on the basis of relevancy to the person's query.
The company also adopts an unconventional approach to their business model. Instead of promoting their company as a brand, like what their competitors do, their focus is in enhancing the technology of their primary service-that is, a faster, easy to use, and effective search engine. Their initial popularity is owed more to word-of-mouth, rather than to marketing and brand promotion. This has enabled them to tap into greater revenue-generating services such as AdWords and AdSense ("Corporate Information").
Google proclaims that its company's mission is provide a superior search engine "organizing the world's information and making it universally accessible and useful" ("Company Profile"). It also projects a relaxed corporate atmosphere which is elucidated by their philosophies such as "work should be challenging and the challenge should be fun" or "you can be serious without a suit" ("Corporate Information").
Their principle when it comes to the search engine is "never settle for the best" ("Corporate Information"). Even though their search services are already touted, both in performance and popularity, as the most outstanding in the industry, they espouse an open attitude to change and innovation.
The company also espouses a dynamic perspective in running and developing their services. With that in mind, they have constantly innovated and expanded their domain to include a myriad of other services that does not necessarily lie within the search engine arena. Its Google Labs, dubbed as it's "technology playground", is a testament to this philosophy as it constantly launches new and experimental ideas that challenge the status quo and redefine how we use the Internet. They are trying to develop and discover new technologies that will enhance the current state of things. According to their company overview, they are working to "expand search capabilities, encompass more information and present information in fresh ways across multiple plat forms".
Advertising on the Internet is an offshoot of the traditional broadcast model. This model is most effective for sites that can