February 19, 2008 | Tuesday

Google’s 10-k filing in numbers

By Jackie Danicki - Blogger in Marketing |News |PPC |Search Engines |Google

For stats fans out there, you’ll have fun poring over all the numbers bursting from Google’s annual 10-K report, which it just filed with the SEC. For those who just want the highlights, here we go…

Headcount: Up 57 per cent (from 10,674 to 16,805 worldwide)

Acquisitions: 19 in total, including DoubleClick and Postini (total initial purchase price: $281.6 million)

Global revenues: Account for 48 per cent of Google’s total revenues (a 5 per cent jump)

Revenue sharing: Partners such as MySpace will receive (in aggregate) at least $1.75 billion through 2012

Patent purchases: $5.2 million in cash by capitalising intangible assets

Perhaps most importantly…

Percentage of revenues from ads: 99 per cent, for the third year running (licencing of search technology makes up the bulk of the remainder)

This from a business that insists it is not a media company.

While we’re on the subject of stats, the word search is used 283 times in Google’s filing. Here’s a choice quote from the document that is worth keeping in mind:

The margin on revenue we generate from our Google Network members is significantly less than the margin on revenue we generate from advertising on our web sites.

Lest anyone forget, search is still very much the fuel on which Google is running. And it is running so well that employees are now complaining about all of the positive press the company gets.

It’s hard not to laugh. (Unless you’re Yahoo or Microsoft, that is.)