Honors Program


Document Type


Date of this Version

Spring 4-19-2019


Zhang, J. (2019). Google Ads: A Strategic Audit. Undergraduate Honors Thesis. University of Nebraska-Lincoln.


Copyright Jessee Zhang 2019.


Google began as an internet search product, allowing users to find relevant sites based on a search query. Over the past several decades, Google has become an extremely large and profitable business though online digital advertisements. While Google has a diverse product mix, the overwhelming majority of its revenue is generated through ads. This strategic audit first looks at the current external environment, looking at the political, economic, social, and technological changes and opportunities relevant to the industry. Then, it looks at the current competitive environment and shows the profitability of the business because of the large barrier to entry. It analyzes Google’s own strengths and weaknesses, identifies opportunities and threats, and explains Google’s competitive advantage. After considering all of that, it identifies several of Google’s current ventures as being potentially the most profitable moving forward. Google is and has been an innovative company, utilizing the latest technologies and being a powerhouse of a company. As long as Google continues to take risks and move fast, Google will continue being a leader in its industry.