Google's strategy can be broken down into four parts - Earn, where 95% of its money comes from advertising; Entice, involving using services to deliver ads or collect data; Expand, seeking to increase internet usage through projects; and Experiment, letting employees try new ideas with some becoming products and others "big bets" that may be incorporated later.

1. acquisition, and vertical
industry integration are all
sustained and improved
further to supplement this
advertising business.
The 4E's of Google Strategy
Unlike companies with swarms of MBA's making slides few will cherish, Google has an experimental culture that empowers
employees, but ultimately defends its core. The approach can be broken down into four parts.
The first part is 'Earn'. Google makes 95% of its money from advertising. Even though other parts of its business are growing
faster, it's not going to morph into a chain of waffle houses anytime soon.
The second part of the strategy involves enticing people to use services that can either deliver ads or collect data to improve
targeting. Others fall into the Expand category where Google seeks to increase internet usage. If you're online more, Google
knows it will ultimately benefit. That explains projects like self-driving cars or wifi balloons in Africa.
Finally, Google lets employees experiment. Some become full-fledged products. Other experiments are "big-bets" on things like
solar or investments by Google Ventures in promising startups it might someday ingest.