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. ...Show more