Google once more became the most valuable public company in the world when its parent Alphabet Inc. (NASQAQ: GOOGL ) reached a market cap of $547.1 billion, which is higher than that of Apple at $529.3 billion. The last time Google was more valuable than Apple was about six years ago. Unlike Apple's reliance on the iPhone to drive revenue, Google has multiple streams of income. Many of Google's revenue sources have experienced tremendous growth over the years. Google AdWords and Search Advertising The company's proprietary advertising service, Google AdWords, continues to be a major contributor to Google's revenue at 68%, or $45 billion in 2014. In 2015, Google's aggregate paid clicks, a key advertising measure, rose 31% from the previous year, beating the consensus expectation of a 22% rise. Across all industries, companies continue to drive up the cost per click (CPC). In 2011, the insurance industry commanded 24% of Google AdWords revenue, for
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