Google's foray into mobile advertising--assuming the AdMob purchase goes through, combined with expanded Web search advertising from the Teracent purchase, and the inclusion of social networking updates within the search results set Google up to not only retain, but extend its dominance of both search and search advertising.

There are a couple obstacles which could get in the way. First, Google's , or to stop censoring its China search results which would result in China shutting it down, could lead to Google surrendering millions of potential searches, and possibly billions in search advertising revenue.

While it wouldn't have nearly the same impact, Google may also soon be replaced as the default search provider on the most popular smartphone in the world--the iPhone. Apple and Google have had a very public falling out as their "bromance" fell apart, and that has led to the possibility that Apple may partner with Microsoft and on the iPhone.

Google also faces increasing competition from Bing in general. Microsoft has made innovative strides with Bing which have led to increasing market share. But, even with a 70 percent increase in search traffic from 2008, Bing is still in fourth place with less than four percent of the global search market. Regardless of how successful Bing is, it will be some time before it really poses a threat to Google.

Tony Bradley tweets as , and can be contacted at his .