Google’s $2 Trillion Business Model | How Google Earns Money?
Watching videos on YouTube is free. Using Gmail is free.
Google Maps is free to use. Despite providing all of this for free, Google's
market cap is more than $2 Trillion. How is this possible? How can Google
provide so many services for free? It doesn't charge us any money, but has
still managed to become such a big company.
Friends, today, let's understand the business model of the
most famous company on the internet in this video. Friends, you must have heard
a lot about how we refer to photocopy machines as Xerox machines, refer to
white glue as Fevicol and refer to adhesive bandage as Bandaid. Whenever a
company dominates in its field like this, its name is associated with what it
does.
Similarly, today, an internet search is known as
"Googling" something. This Google search started in 1998 as a college
project. Larry Page and Sergey Brin created it with a mission to organise all
the information in the world and to make it accessible and useful. "Our
entire mission is basically to organise world's information and make it
universally accessible and useful.
" During its initial days, Google was a simple search
engine. This is how it looked. A simple website to search for things on the
internet. The word "Google" doesn't actually mean anything, but it is
inspired from the world Googol. Googol is the name of a number. The number 1
followed by 100 zeroes.
If there are 3 zeros after 1, it is called a Thousand. If
there are 4 zeros after 1, it is Ten Thousand. Similarly, if there are 100
zeros after 1, that number is called Googol. Google was chosen as a name to
refer to this number to show that their search engine will look up so much
information on the internet that it will be in Googols.
If you used internet during its early days, you'd remember
that Google searches in those days, showed numerous result pages. And Google
used to number and list these result pages endlessly. And the name Google came
with extra O's. In 2000, Google took its first big step. They introduced the
system of AdWords.
Today, it is known as Google Ads. Through this, the
businesses could pay to display their ads on Google's search results pages.
Later in this video, we will talk about how it became Google's biggest business
model. But over the years, Google started offering many more products and
services. In 2004, Gmail was introduced.
In 2005, Google Maps was introduced, which changed the
world. In 2006, Google acquired YouTube, the very platform you are watching
this video on. Many people don't know that in the beginning, YouTube was a
separate company. It was only in 2006 that Google bought YouTube. After that,
in 2008, Google introduced Android.
The same mobile operating system that is in most people's
phones. The same year, Google launched its own web browser. Google Chrome.
Which is the most popular web browser in the world today. Later, Google started
making its own hardware products. Their Pixel smartphones, Chromebook laptops,
and smart home devices.
Today, Google is expanding in the Artificial Intelligence
field as well. And after hearing all this you will feel that Google has been
producing one powerful product after another. And everything turned out to be
successful. But this is not true. The examples I listed right now are the
examples of its successful products and services.
There are many things that Google tried but eventually
failed. Like Google Plus. Google tried to make its own social media platform to
compete with Facebook. But it failed. Google Hangouts, an app for chatting,
which was popular at one time, but was shut down in 2022. Google Nexus tablets,
which were also famous at one time, they were competing with the iPad, but
after a while, Google shut them down too.
Google Podcasts, Google Glass, Google Wave, Google Reader,
the number of examples of failures, in reality, are far more in comparison to
the successes. If you go to Wikipedia and look at the entire list, there are
more than 200 such products and services by Google that have failed. And here
we have an important lesson.
"Failure is the mother of all successes." If you
really want to achieve success, you will have to fail many times. Keeping in
mind these successes and failures, let's talk about the present day, and see
Let's understand it in detail. On the screen, you can see
the revenue breakdown of Google for the year 2022. That is, where did Google
earn its revenue in the year 2022? The total revenue is $280 billion, of which
58% of the revenue, i.e. $162 billion comes from the ads shown with Google
searches. After this, the second biggest source of income is Google Network
ads.
The ads that you get on different websites that partner with
Google. Google earns $32.78 billion from here. Third is YouTube Ads $29 billion
comes from here. The ads that you will see while watching this video. Here,
it's interesting that these ads are the source of income for us YouTubers. The
money that advertisers pay to show these ads is split between Google and the
creators.
45% of the revenue goes to Google and 55% goes to creators
like me. So the 45% share of YouTube from the content of all creators generates
about $29 billion in revenue for Google in a year. Similarly, there are apps on
Google Play Store. When an app creator sells their app through Google Play
Store, 70% of the revenue goes to the creator and 30% goes to Google.
So, the revenue from the sales of these apps and the other
revenue by selling phones and laptops, that part of Google's revenue is fourth
on the list with $29 billion, at around 10.4%. And the last major revenue
source is Google Cloud with $26 billion. Now, it is also interesting to see
where does Google spend this money? Around $40 billion is spent on Research and
Development.
For their ongoing research to create more new products and
services. To keep on attempting at new failures. About $44 billion is spent on
non-production costs like renting offices, spending on advertising, marketing,
and accounting, and paying salaries to the employees. Their total expenses
This is the Balance Sheet of their company. Here you can
also see that income before taxes was $71 billion in 2022. They paid $11
billion in taxes and their profit was approximately $60 billion. The most
interesting thing in this business model is providing things for
"free." How is it possible to earn a profit by providing things for
free? There are two reasons behind this.
First, these "free" things are not completely
free. The base level products are free, but if you want premium service, you
have to pay. This is a common business strategy which is called the Freemium
model. Free plus premium. And many companies use this. Spotify, LinkedIn, Zoom,
and now even Twitter uses it.
In simple words, the basic services will be given to you for
free, but if you want the Premium service, you will have to pay for it. Like,
Gmail is free to use, but its storage limit is 15 GB. If you want more storage,
you will have to pay. Google Drive is free to use, but its storage limit is 15
GB too. If you want more than that, you need to pay.
Watching videos on YouTube is free. But you will get ads in
between. If you want to remove ads, you will have to pay money. You will have
to subscribe to YouTube Premium. This Freemium model is very successful because
it gives you an opportunity to 'Try Before You Buy.' You can try a product and
only if you like it, should you pay for it.
But in Google's case, the interesting thing is that most
people do not use their paid services. 95% of people who watch videos on
YouTube have not subscribed to their Premium version. 95% of people who use
Gmail or Google Drive do not pay for it. But still, Google earns its majority
revenue from its free services.
Here comes our second reason, Data Collection. The more free
services we use, the more can Google acess our data. Everything we search on
Google, every video we watch on YouTube, every email we send, all of this data
is anonymously collected and used for targeted advertising. You must have
noticed this too. If you search for a healthy recipe on YouTube, later when you
are on Google and its partner websites, you will see ads for healthy tiffin
services or nutritionists.
If you search for hotels in Dubai on Google, you will see
ads for Dubai tourism, and different tourist attractions in Dubai. Google uses
an advanced Machine Learning Algorithm to show targeted ads. And not just for
ads, but even to show normal search results, Google uses a very complex
algorithm. When you look up something, which website will be shown at the top
of the search results, and which website will be at the bottom, and how to get
your own website to rank higher, this has become a distinct branch of science
today.
It is called SEO, or Search Engine Optimisation. If you own
a business but you do not want to spend money on paid ads, while still having
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They will help you rank your brand at the top of search
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Because thousands of new potential customers can visit your
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simply drop your inquiry on the website. Now, let's get back to the topic of
paid ads to understand Google's Ad Targeting better.
What is your age group? Are you a man or a woman? Which
country do you live in? Which city do you live in? What do you search about?
What do you like? Based on these data, Google creates a profile for you. And
from a different perspective, an advertiser can choose these as parameters. If
you have a small business selling clothes or glasses.
And you want your ad to be seen by 18-25 year old girls, who
live in the NCR region specifically. You can choose these parameters. And then
you can choose some keywords, like sunglasses or sarees. And Google's task here
is to match an advertiser with a user. If your age group, region, and gender
matches to the parameters and you search for a word related to 'sunglasses' on
Google or you watch a video related to it on YouTube, like a review of some
sunglass, Google will know that you are the target customer for this ad
and Google will show you this ad. This is a simplified
explanation, but broadly speaking, this is how Google Ads work. If we go into a
bit more complexity, there is a lot of competition between advertisers as well.
So, there's a bidding to show Ads. Advertisers can decide how much money they
are ready to pay to show their ad.
If another company is willing to pay more, then their ad
will be shown first. Google calculates the Ad Rank to decide this. It decides
the rank for each ad. For this, apart from the money the quality of the ad is
also considered. On the other hand, the user Google checks how well the user
matches to each specific ad.
Based on whatever they have searched for, how relevant will
an advertiser be for that particular user. And here, there are different types
of ads too. Like Search Ads, when you type something on Google, the ads on top
of the search results are called Search Ads. Then there are Banner Ads. When
you go to different websites, like a news website, the ads that you see on the
banners on the website are part of the Google Display Network.
And then there are Video Ads shown on YouTube, which are
played in the middle, before or at the end of the video. This is further
bifurcated into the category Skippable and Non-Skippable. If we see the
combined revenue from all these different types of ads, Google's total revenue
from ads is $237
And in 2022, their total revenue was $280 billion. So, out
of the $280 billion, Google earns $237 billion just from these ads. Look at
this chart. You can see Google's annual advertising revenue. You can see nearly
exponential growth here. This revenue has been increasing for the past 20
years. And in 2020-21, you will see a huge jump.
This was due to COVID. Most people were spending time at
home on the internet. More and more ads were being watched. Advertisers were
willing to spend more money on ads. So Google's revenue jumped so high during
that time. But Google is not the only company which relies on targeted
advertising for its business.
Meta's Facebook and Instagram do the same. In 2023, Meta's
annual advertising revenue was $131 billion. Amazon also makes money by showing
ads like this. You might be thinking, why would Amazon need to show ads when it
is already making money by selling products on its website? Actually, while
selling the products, the purchase history data of each user that is generated,
is more important than the data collected by Google.
Because Google knows only about where your interest lies.
When you watch a video on YouTube or search for something on Google search.
those are you interests. But Amazon knows which products you have purchased.
You can be more accurately targeted by these product sales. If they know what
are the things you like to buy, then you be shown the ads of other similar
things.
That's why Amazon generated $46.9 billion in revenue from
advertising alone. In the last 20 years, this single Business Model has helped
these companies dominate the internet. But now, cracks seem to have appeared in
this model. There are two major reasons for this. First, the privacy concerns.
People are worried about the extent of things Google knows about you.
What you eat, where you live, where you work. Even the
diseases you suffer from. Because people often search for such things on
Google. What are your relationships? What are the problems you face in your
life? "So I think Google does have more information than Facebook does. I
don't know if that's a bad thing.
I think that it helps make the product better." Look at
this news from 2023. Google paid a fine of $93 million to the state of
California, USA. because Google was tracking users' location even though users
had turned off their location history. As awareness about privacy is increasing
among people, people are sharing less information on the internet.
And if these websites do not get more and more information
their ad targeting will get worse. And if ad targeting gets bad, advertisers
won't want to spend more money which will adversely affect their revenue. But
the second problem is even bigger. You must have heard the famous saying
"Don't put all your eggs in one basket.
" because if that basket falls, all the eggs will
break. This advertising model will completely fall apart if someday people stop
using Google search for some reason. Already, with time, Google search's
reliability has been on the decline. Earlier, you saw only one ad on the top.
But now, if you search for something, the first few top results will be ads.
If you are hit by so many ads when you look up something,
then the usefulness of those search results starts to decrease. And now imagine
that if a competitor comes up, which shows you exactly what you want to search
for, without any ads. A platform like ChatGPT. When you ask ChatGPT any
question, you get a direct answer neatly formatted into paragraphs without any
ads.
But if you look up the same question on Google search, you
will get a lot of results, which will be full of ads and you won't know the
reliability of different search results, which is reliable, which is a
trustable source, which website should you click on, and which website should
you not. In my opinion, these AI-powered chatbots like ChatGPT will be the
biggest threat to Google's advertising business model in the coming years.
Perhaps, Google already knows this. That's why Google is
also developing its own Artificial Intelligence software, like Gemini, as a
competitor to ChatGPT. Now, only time will tell whether Google will remain as
the face of the internet for the next 20 years or not. Or whether some other
company gets ahead of it.
But one thing is for sure. This competition between
different companies is definitely beneficial for the consumers, for individuals
like us. Because we will get better services and products. If you want to
understand Artificial Intelligence in detail, I have explained it in this
video. You can click here to watch it.
Thank you very much!