Since 1998 Google has rapidly won the popularity among users and has taken the leading position among search engines. Company’s market share was boosted up to 58.7 percent of the U.S. market, while the number of searches reached 4.8 billion. Domestic as well as foreign audience is gradually increasing day by day due to opportunities like target search, display advertising, and click-to-pay video. Google offers numerous effective advertising tools for advertising agencies and business-to-business companies such as reporting and ad management using DoubleClick.
New companies also realize the need to include search engines into their promotion strategy. It is enhanced by the decreasing effectiveness of other online advertising tools. AdWords and keywords allow business achieving real scale, while the new “site search box” feature gives users an opportunity to refine the search results. Simultaneously, Google extensively engages video and mobile platforms to satisfy the needs of digital-oriented marketers.
The internet became more common and familiar to the worldwide users. Lately they have started using large search engines rather than smaller source catalogues. I believe that success of Google is in their ability to meet expectations and satisfy the needs of their users. The company found the best ways of profiting from online advertising advantages such as availability, constant audience increase, targeting with no geographical boundaries, and relatively low cost. An important aspect is that Google is able to measure their achievements. Measurable results provide a constant flow of marketers into the worldwide web and search engines. Besides, as we can see from Google’s accomplishments, the company never forgets about their traditional audience, constituted by millions of users who use internet from the workplace or home.