Google Inc., a technology company, provides various services for people and businesses. The company provides its products and services in approximately 100 languages and in approximately 50 countries, regions, and territories. The company primarily delivers online advertising that consumers find relevant and that advertisers find cost-effective. Its advertising solutions help various companies improve their businesses. The company offers a range of products across screens and devices. It primarily delivers both performance advertising and brand advertising. Performance Advertising Performance advertising creates and delivers relevant ads that users would click, leading to direct engagement with advertisers. Performance advertising lets the company’s advertisers connect with users while driving measurable results. For performance advertisers, AdWords, the company’s primary auction-based advertising program, helps create text-based ads that appear on Google Websites and the Websites of Google Network Members, who use the company’s advertising programs to deliver relevant ads alongside their search results and content. In addition, the partners that comprise the Google Network use the company’s AdSense program to deliver relevant ads that improve the user experience. These programs let both small and large businesses connect with users looking for a specific item, say a pair of shoes or a plane ticket back home. To that end, the company continues to invest in its advertising programs and to make upgrades, including Enhanced Campaigns, which help advertisers create advertising and marketing campaigns that run across multiple devices; and Estimated Total Conversions, which help advertisers measure the effectiveness of their campaigns in a multi-screen world. Brand Advertising Brand advertising helps improve users’ awareness of and affinity with advertisers’ products and services, through videos, text, images, and other interactive ads that run across various devices. The company helps brand advertisers deliver digital videos and other types of ads to specific audiences for their brand-building marketing campaigns and in turn, distributes their ads, such as the TrueView ads displayed on the company’s YouTube videos. The company has built an ad technology platform for brand advertisers, agencies, and publishers to power their digital marketing businesses across display, mobile, and video. Dispositions In 2013, the company sold the Motorola Home business to Arris Group, Inc. In October 2014, the company sold the Motorola Mobile business to Lenovo Group Limited. Research and Development The company’s research and development expenses were $9.8 billion, which included stock-based compensation expense of $2.2 billion in 2014. Seasonality The company’s business is affected by both seasonal fluctuations in Internet usage and traditional retail seasonality. Internet usage slows during the summer months and commercial queries increase in the fourth quarter of each year (year ending December 2014). Competition The company competes with Yahoo, Microsoft’s Bing, Yandex, Baidu, Naver, WebCrawler, MyWebSearch, Kayak (travel queries), LinkedIn (job queries), WebMD (health queries), Amazon, eBay (e-commerce), Facebook, Twitter, Criteo, and AppNexus. History Google Inc. was founded in 1998. The company was incorporated in California in 1998 and re-incorporated in the state of Delaware in 2003.
google inc-cl a (GGQ1:Xetra)
1600 Amphitheatre Parkway
Mountain View, CA 94043
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