7 October 2020

Google is celebrating its 22nd birthday this month. To mark the occasion, we first offer you a retrospective of its history and the way the American firm has developed, to end with a brief presentation of its various and essential advertising products.

All tests are allowed and nothing is ever in vain, such is Google's policy. Innovation is the leitmotif of Google, which is constantly reinventing itself and consolidating its position as world leader with over 90% of the market.


History of the rise of Google


In 1995, Larry Page and Sergey Brin, both computer science students, met at Stanford University (USA). A year later, they decided to create a search engine together to make the world's information accessible to everyone. Called BackRub, it was hosted by the university's servers. The two young associates had little financial means until one day when one of their professors, David Cheriton, decided to create a search engine, David Cheriton, decided to inject $200,000 into the project. In 1998, Larry and Sergey met Andy Bechtolsheim, co-founder of Sun Microsystems, who invested $100,000 in the project, which was renamed Google in 1997. On 4 September 1998, Google Inc. was created and in August 1999, the partners set up their famous Googleplex headquarters in Mountain View, California.

Google is no longer a beta search project, but a real engine that responds to 3 million queries per day. It is becoming increasingly popular around the world and is growing steadily.

In August 2004, Google entered Wall Street with a share price of $85. Its capitalisation was then valued at $50 billion..

In 2019, Larry Page and Sergey Brin announced their departure, leaving the current CEO, Sundar Pichai, to take the reins of the American giant, which now employs over 85,000 people worldwide.  


Advertising products developed and updates that have changed the market


By diversifying its services, Google has managed to become indispensable. Here we focus on some of the products developed in recent years that we at Feed Manager and the Labelium Group know well.  


Drive to Store

The Drive to Store aims to bring a consumer to a point of sale. Many consumers check product availability or price online before visiting a shop. As this search is mainly done on mobile phones, Google can, thanks to geolocation, direct the potential buyer to nearby shops by launching Google Maps.



Example of Drive to Store using Google's geolocation tool

Google My Business

The Google My Business tool tool allows businesses to businesses to improve their web presence by making it easy to update their information online, directly from the search engine and the Maps service.

Even more popular with the COVID-19, Drive to Store and Google My Business have a bright future in terms of usage.


Google Shopping

The essential price comparison tool Google Shopping gives e-tailers the opportunity to pay for the listing of their products in order to attract users to their site. However, Google has launched a free version in the United States and India, arriving in France in mid-October. The free offers are gradually appearing below the paid offers.

Until 2018, the CSS (Comparison Shopping Services) Google had no competitors on Google Shopping, which led to a condemnation by the European Commission for abuse of a dominant position. Google has since opened up its advertising space to other price comparison services and is even offering them lower rates. This only applies to member countries of the European Economic Area. Advertisers can therefore choose the CSS that suits them best in order to appear in Google search results.



Google Shopping Actions

Google Shopping Actions allows merchants that meet certain criteria to present their products on different Google platforms. Available in the United States and France, it allows merchants to increase the visibility of their products and attract new customers. There is no monthly subscription fee and the merchant only has to pay a commission when a sale is made. The customer can quickly and securely buy what he or she is interested in without having to leave the Google platform.


Google Panda

The last few years have also been marked by major updates, the most important of which has had a major impact on the market: Google Panda. Launched in 2011, this is a filter in Google's algorithm that fights against sites offering poor quality content by punishing them. The market continues to evolve in this direction with data protection and the new RGPD laws and the upcoming deletion of third-party cookies.

Obviously, among the major products that have been developed by the Mountain View company, we can also mention YouTube, Gmail, Google Books, Google Earth, Google Apps and Chrome, Android, Google+, Google Ads...


Google, the world's most used search engine, already dominates several markets, but it is not about to stop there. With Google Shopping Actionsit wants to compete with online retail giant Amazon by offering the best possible service to merchants and customers. The competition is fierce and each is trying to expand a little more: Amazon tends to be a search engine and Google a marketplace.

We have come a long way since its creation, but Google still has many surprises in store for us and new products that will shake up the market codes.



Google celebrates its 22nd anniversary!

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