The Google Story

"The Google Story"
Vise, David A, and Mark Malseed "Click Tricks" The Google Story. NY:Bantam 2005.

-In early 2005, Cohen had learned to spring into action and agressively if something seemed questionable.
-leadingexpert.com
-ads to fill out mortgage applications jacked up advertising fees.
-unanswered question: how much was this costing Cohen in advertising fees that his firm paid Google. How to stop it and what's motivating them to hurt his buisness in this way?

-Competitors: $5-$10/click
(click frauds)
Every 100 clicks, 5 of them are expected to fill out mort. applications

Request/ Attention of click fraud;
1. ad group/ keyword
2. time/date
3. a paragraph which explains what led to finding suspecious activity
4. weblog/ report access- suspecious IP add, refr, requests with that info. investigation
(Google Click Quality Team)
-highest threat against buisness.
-responded mostly w/free marketed solutions
-Google's the biggest player in rapidly growing marketing segment.

-yahoo vs. google- has certain controls to hold down level of click fraud that google doesn't. Yahoo reviews ea. new site manually.
-CEO George Reyes: "While we can't promise that we'll be able to prevent all instances of click fraud, we're very pleased with the results to date."

Chapter: "Attacking Microsoft"
-google opened office putting microsoft engenieers out of work who wanted to work for google.
-"If you're not part of the steamroller, you're part of the road".
-competed with Microsoft
-Google- the next Netscape?
-Gates vs. Google
dev. free software vs upgradeable software of Microsoft.
-Google to become- Justice's Dept. next antitrust agent?
-$ goes to content provider
where, fee = billing relationship

Chapter: "Money Machine"
-a great stock to buy or dangerous high - wire act?
-google's financial state. walk up to the IPO, high octane money machine powered by a search engine.
-made money so quickly, having no debt.
-profits depended on internet advertising. On the other hand, other's believed that in google and confidence in google's ad model.
-tv/ magazines/ internet (google- no diff.)
-google crew- company signed with new ads through self serv.
WHICH : cut costs, increased revenue.
-brand awareness
-stock became sucessfull
$85-$300 breaking barrier
-google stock had taken on a life as it's own.

My Notes:
I honestly, without reading the entire content of the book, i didn't grasp too much knowledge of what was trying to be stated. I understood that it isn't cheap to have a buisness, and can't always trust your enemy. They seem to only be out to get you- competitor(s).
I understood that the stock market from the time that google had only begun to 2005 has risen to great heights.
Other than that, I really didn't understand much at all.