I have worked for Google for 3 years now.
Here are a few reasons what makes Google successful
1) Speed beats perfection
It is hard to get a perfect solution or it is even impossible.
The key is to iterate fast and keep improving. This is how Google works and one of the reasons why Google is successful.
In the traditional advertisement, to understand which ads or ads strategies work better, you can run an A/B test for different populations or different locations. This process takes months.
After you got the results, things might change as time goes.
At Google, everything is online and realtime. It is easy to do A/B tests for different users and get the results immediately.
This allows Google to iterate the algorithms much faster than traditional ads companies.
2) Important things first
Every quarter, we have OKR planning to decide what we will do.
OKR (Objectives and Key Results) is a goal system used by Google and others. It is a simple tool to create alignment and engagement around measurable goals.
For each item in the OKR, we set different priorities.
P0: important and must do
P1: Want to do
P2: Good to have when we have time
P3: OK, but I might not have time to do it.
We always do P0 things first. This is to make the best use of people's time.
I also use it to set my family goal each year to decide what's the P0, P1 for this year and how we do with it.