Google's strategy to dominate web advertising and communication is multifaceted and has been

highly successful.
The company has achieved this by:

1. Building a powerful search engine: Google's search engine is the most popular in the world,
with nearly 60 percent of all consumer searches. This gives the company a massive audience for
its advertising products.
2. Developing a variety of advertising products: Google offers a variety of advertising products,
including search advertising, sponsored links, and display advertising. This allows advertisers to
reach their target audiences in a variety of ways.
3. Using data to target advertising: Google uses data to target advertising to specific users. This
helps to ensure that ads are relevant to users and that advertisers are getting the most out of
their advertising budgets.
4. Acquiring strategic companies: Google has acquired a number of strategic companies, such as
DoubleClick and YouTube, which has helped it to expand its reach and capabilities in the
advertising market.

As a result of these factors, Google has become the most important new advertising medium in the
world. Advertisers spend more than 40 percent of online advertising revenue on Google's products.

Here is summarizing Google's key advertising products:

 Search advertising: Advertisers pay to have their ads displayed next to the results of Google
searches.
 Sponsored links: Advertisers pay to have their links displayed at the top of Google search
results.
 Display advertising: Advertisers pay to have their ads displayed on websites that are part of
Google's content network.
 AdSense: AdSense is a program that allows website owners to earn money by displaying Google
ads on their sites.
 DoubleClick: DoubleClick is a company that develops and provides technology and services for
ad serving.
 YouTube: YouTube is a video-sharing website that is owned by Google.