The Google Revenue Generator
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Transcript of The Google Revenue Generator
By Samantha Noble@Koozai_Sam
THE GOOGLE REVENUE GENERATOR
Search Congres - Amsterdam
85%OF GOOGLE’S REVENUE CAME FROM ADWORDS IN 2013
(Source: Delegator.com)
WHERE DID ITALL BEGIN?
Let’s go back to the year
2000
I hope you’re not feeling
too old now!
GOOGLE ADWORDS LAUNCHED
23rd October 2000
Now flash forward to
2014
Lots of sponsore
d ads
News stories
More results
Images
Shopping results
Video content
20
00
20
14
THE LINES ARE BLURRING
LET’S LOOKAT THE NUMBERS
ADVERTISINGREVENUE
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 $-
$10,000,000
$20,000,000
$30,000,000
$40,000,000
$50,000,000
$60,000,000
Source Google Investor
(IN BILLIONS)
AVERAGECOST PER CLICK
2005 2006 2007 2008 2009 2010 2011 2012 2013 $-
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
$1.40
Source Hochman Consultants
THE OTHERPLAYERS
THE WORLD IS CATCHING ON
The world is catching on to paid advertising;
Google now has competition
There are lots of other search engines
PPC is now available on all the
major social networks
Facebook even hired Sheryl Sandberg from
Google to help monetise their platform
NATIVE ADVERTISING
Content platforms are also joining
in on the PPC game
SO WHYGOOGLE?
THE SEARCH ENGINEGIANT
69%
17%2%
6%6%
Google Baidu Other Bing Yahoo
Source: Torsion Mobile
TYPES OF ADS
Search Display
RemarketingVideo
YouTube
Mobile
1,000CHANGES TO THE ADWORDS ECOSYSTEM IN 2013
(Source: Delegator.com)
GOOGLE ROLLED OUT OVER
It’s all about the user
experience
$
AD EXTENSIONS
There are petitions from advertisers to
revert some of the updates that Google make
In some cases Google do listen, but in
the majority of cases they don’t
REAL TIMEADVERTS
Vondelpark Parking
Vondelpark Carpark
VondelparcParks near Vondelpark
Vondelpark
RECENTLAUNCHES
REMARKETING LISTSFOR SEARCH ADS
Albert Heijn could use RLSA’s to bid on
[Lay’s] which might otherwise be too broad
DYNAMIC REMARKETING
V&D might remarket dynamically to
visitors who have viewed children’s toys
70%MORE LIKELY TO COMPLETE A PURCHASE THAN SOMEONE WHO HAS NOT BEEN REMARKETED TO.
(Source: Criteo)
RETARGETED CUSTOMERSARE
CUSTOM AFFINITY AUDIENCES
Subway could find health enthusiasts who
like running if they launch a new healthy sub
PROMOTIONS IN YOUR PLA’S
The Disney Store could use Promotions in
PLA’s to highlight offers on ‘Frozen’ toys
AD CUSTOMISERS
Virgin Holidays could customise ads to
keep
up to date with pricing and discounts
PLA DIAGNOSTICS REPORTING
De Bijenkorf should use PLA diagnostics to
ensure ads are showing in time for Christmas
AUCTION INSIGHTS REPORT
Harrods could use Auction Insights to see
their ad performance compared to others
WE CAN LEARNFROM EACH OTHER!
SEO PPC
SPOT THE DIFFERENCE
The format of paid search ads is almost
identical to organic listings
THE GOOGLE REAL ESTATE
Paid ads take up a huge amount of
real estate in the search results
Top paid and top organic are the most
clicked in the SERPsSource: Bunnyfoot
36%OF PEOPLE STILL DON’T REALISE THAT GOOGLE ADS ARE ADS!
(Source: Econsulltancy)
MISSING PAID ADS EXPERIMENT
Source: Think With Google
Capitalise on the quick wins, learn
from your findings and apply to SEO
Data once taken away can be returned to you
LEARN FROM THE DATA
Use the Paid & Organic AdWords report
to test different positions in the SERPs
MULTI-CHANNEL FUNNELS
Searchers use multiple channels
before actually converting
ABOVE THE FOLD
You can actually get some sleep at night!
How much revenue does Google make
when they launch an algorithm update?
LET’S LOOK ATTHE CRYSTAL BALL
PREDICTION
TV, online ads & search results will be based on what
we watch on TV and search for online
TV
Will Google purchase Netflix to put them in
the running for TV advertising domination?
PREDICTIONAdvertisers are
going to have to be more personalised in
their approach
Burberry teamed up with Channel 4OD to
run personalised TV adverts for perfume
GOOGLE KNOW A LOT ABOUT YOU
• Name• Other names• Nicknames• Age • Gender• Relationship status• Date of birth
• Contacts• Who you engage with• Who engages with you
• Content you share• Content your contacts
share
• Your background story• Your tagline
• Career history• Job title• Occupation
• Education history• School• College • University
• Current address• Previous addresses
• Email address• Phone Numbers
• Other social profiles• Sites you contribute to
• Links to businesses• Links to sites
• Google apps you use• Websites you visit
• And loads more
THEY EVEN KNOW WHERE YOU’VE BEEN!
DEMOGRAPHICS
Will we start seeing personalised
adverts appearing on Google+?
LINKEDIN KNOW ABOUT ‘BUSINESS YOU’
• Name• City of residence• Phone• Email• Current employment• Previous employment• Marital status• Previous names• Birthday• Address• Website• Email address• Recommendations• Connections• Languages spoken• Skills• Education• Interests
• Honours and awards• Groups you join• Companies you follow• Projects you work on • Content you share• Posts you write• Publications you write for• Organisations you
support• Test scores• Courses you have taken• Patents you have
secured• Certifications• Causes you support
AND MUCH MORE…..
LinkedIn already help you envisage what it
would be like working for another company
Will LinkedIn start showing ads
related to content being published?
FACEBOOK KNOW EVEN MORE ABOUT YOU
• Name• City of birth• City of residence• Phone• Email• Current employment• Previous employment• Relationship• Anniversary• Previous names• Address book• Family members• Screen name• Religious views• Birthday• Address• Website
• Email address• Sexual preference• Gender• Languages spoken• Political views• Friends• Books you’ve read• Brands you like• Movies you’ve seen• TV shows you watch• Video games you play• Food you eat• Your favourite athletes• Restaurants you eat in• Activities• Websites you visit• Sports teams you
support
• Favourite clothing brands
• Places you visits• Events you’ve attended• Events you’re going to• Major life events• Photos• Pokes• Wall posts• Private messages• Groups you’ve joined• Networks you’re part of• Videos you’ve watched• Comments you’ve liked• Websites you’ve liked• Surveys you’ve
completed
AND MUCH MORE…..
Facebook targeting is amazing;
just think of how personalised you can get
Coca-Cola could have used PPC to
target people by name (missed opportunity)
Will we be able to show ads to
our followers on the social platforms?
VS
Will advertisers start using Facebook
instead of Google for personalised ads?
FINAL THOUGHTS
Use SEO and PPC
together
Never underestimate personalised advertising
Google’s customers are
your target customers
IMAGES• Slide 18: http://www.bigstockphoto.com/image-36413044/stock-photo-technology-in-the-hands-of-businessmen
• Slide 20: http://www.bigstockphoto.com/image-65494285/stock-photo-social-media-signs
• Slide 21: http://en.wikipedia.org/wiki/Sheryl_Sandberg
• Slide 32: http://en.wikipedia.org/wiki/Vondelpark
• Slide 50: http://www.bigstockphoto.com/image-42799861/stock-photo-businessman-in-anger-screaming-puff-going-out-from-ears
• Slide 56: http://www.bigstockphoto.com/image-47659984/stock-photo-male-mountain-climber-raising-hands-with-icepick-on-top-of-snowy-peak
• Slide 57: http://www.bigstockphoto.com/image-50399657/stock-photo-keywords-blue-marker
• Slide 61: http://www.bigstockphoto.com/image-35183468/stock-photo-panda-bear
• Slide 61: http://www.bigstockphoto.com/image-44363557/stock-photo-broad-tailed-hummingbird-female-%28selasphorus-platycercus%29
• Slide 61: http://www.bigstockphoto.com/image-15030065/stock-photo-emperor-penguins-in-antarctica
• Slide 61: http://www.bigstockphoto.com/image-69287635/stock-photo-pigeon-dove
• Slide 62: http://www.bigstockphoto.com/image-25157735/stock-photo-man-having-trouble-sleeping
• Slide 63: http://www.bigstockphoto.com/image-68335522/stock-photo-penguin
• Slide 68: http://www.bigstockphoto.com/image-56995337/stock-photo-blank-tv-display-with-hand-and-remote-control
• Slide 68: http://www.bigstockphoto.com/image-65785924/stock-photo-three-colorful-cupcakes-isolated-against-white
RESOURCES• Slide 2: https://www.delegator.com/2014/02/12-google-adwords-facts-trends-from-
2013/
• Slide 15: http://investor.google.com/financial/tables.html
• Slide 16: https://www.hochmanconsultants.com/articles/je-hochman-benchmark.shtml
• Slide 22: http://techcrunch.com/2012/06/30/a-framework-for-the-10b-native-advertising-market/
• Slide 24: http://www.torsionmobile.com/2014/04/03/which-search-engine-dominates-mobile/
• Slide 26: https://www.delegator.com/2014/02/12-google-adwords-facts-trends-from-2013/
• Slide 55: https://www.thinkwithgoogle.com/infographics/search-ads-pause-2012.html