Googles Global Push
To continue to expand worldwide, Google expects to follow the same growth track it has used in the United States. The model is one where Googles main search technology draws enough traffic to its local site and to partners that it then can support the addition of its advertising-based revenue model, said Jonathan Rosenberg, vice president of product management. Google sells ads in an auction-based model through its AdWords program. Advertisers pay based on clicks to their sponsored links. Through another program called AdSense, Google extends the ads to other search-partner and publisher sites.Googles Web search interface is available in 104 languages, while its online interface for its AdWords ad program is available in 41 languages, Rosenberg said. Beyond a more global push, Google also wants to expand the diversity of advertisers that are using its AdWords program. While it has advertisers of various sizes and from many industries, its typical advertiser is a medium-sized company, Schmidt said. "We still do not as a company have all the products and services to serve the largest advertisers or the smallest advertisers," Schmidt said. "That is all stuff under development." Click here to read about Google opening AdWords to developers. Google is known for releasing new services as beta tests and keeping them in beta indefinitely, often for years. Such services as Google News, Froogle, Gmail and Google Local remain betas, though Google has heavily promoted them to users. Asked about Googles beta policy, cofounder Larry Page explained that Google keeps products and services in beta as long as its engineers expect to continue to make major changes to them. Googles betas also are central to its identity. "Google itself was in beta for a very substantial number of years," said Page, who is president of products. "Part of our brand is that we under-promise and we over-deliver, and being in beta is part of that. Its part of our branding strategy." Check out eWEEK.coms for the latest news, views and analysis on enterprise search technology.