Google+1 & AdWords

ROI
REVOLUTION ®
A Data Driven Online Marketing Agency

Google +1 & AdWords:
How to Prepare Your Paid Search Marketing
for the Social Media Invasion


How to Prepare Your Paid Search Marketing for the Social Media Invasion

Google recently announced the launch of their latest social initiative: Google +1 (Plus One). Still in beta, Google +1
consists of a tiny icon next to each and every organic and paid search listing that, when clicked, communicates your
stamp of approval to all your friends (and the world).

Similar to the Facebook “Like” 5
button, Google +1 will be available
Google AdWords
You +1’d this publicly. Undo as an embedded element on all web
Reach Millions Of Prospects With
Ads From Google. Only $5 To Start! pages. Every unique website URL
www.google.com/AdWords will get its own +1 history. Given
Google’s admission that a page’s +1
score will play a factor in organic
search rankings, online retailers will
be scrambling to put this button on
all their product pages.

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Google has explicitly indicated that
“+1” won’t directly affect the quality
score of your paid search ads. Yet
with click-through-rate being the
Social media and paid advertising
have been intermingling for a while
now. The point of intersection
occurs when the size of your social
“ Social media has a
demonstrable ROI when it
creates the very audience
used by your data-driven

”
primary driver of quality score, the network starts to influence the advertising.
+1 back door will be wide open. effectiveness of your paid online
When a paid search ad is shown for advertising campaigns.
a particular destination URL with a
lot of “+1” popularity, it will Facebook has obviously been going
certainly enjoy a higher CTR. this route since their advertising
program began. Fan page “likes”
The upward spiral will be enjoyed by beget more “likes” which now
early adopters as their higher CTR become your audience as Facebook
will increase their quality score, thus supplies tools to create campaigns
reducing their costs and increasing targeted at “fans” and “friends of
their traffic. Google +1 is truly a fans” of your Facebook page.
HUGE development in the history of
paid search advertising.

Google’s Work with Social
Google tried and arguably failed with Google knows social media and paid
Buzz. It was a less useful Twitter… advertising are on a collision course.
and it is tough to be less useful than They own YouTube, remember? The
Twitter! Google Wave was a complex more video views and video likes, the
nightmare. There is still talk of more effectiveness comes to your
Google coming out with their own YouTube Promoted Video campaigns.
version of Facebook. To stay ahead The viral nature of a video certainly
of the curve, they are trying desper- influences its power in paid cam-
ately to build more social awareness paigns.
into their products.



Concerning YouTube, it is a little-
known fact that you can embed a
remarketing pixel into your YouTube
With Google +1, they are poised for
success. They are copying one of
Facebook’s most successful (and “ Expect the Google +1
button to experience mass
adoption by the end of

”
Branded Channel page. Whether on simplest) features, the “Like” 2011.
YouTube or your own website, button, but doing so in a way that
remarketing (AKA retargeting) plays to their own strength and
allows you to create your own audi- power as the top search engine.
ence and be omnipresent in their
universe (for up to 540 days in Expect the Google +1 button to
Google’s case). experience mass adoption by the
end of 2011. With all its implications
Yet for all its success, YouTube has for paid and organic listings on
never harnessed the power of your Google, online retailers and advertis-
social circle as has Facebook. While ers would be foolish to wait it out.
their search and advertising algo- The good news is that it won’t be
rithms are complex, Google’s tough to implement.
strength comes when they give
users simplicity.

4 Steps for
Retailers to be ready for Google +1
STEP
Sign up to be notiﬁed when +1 for Websites is released:
01 https://services.google.com/fb/forms/plusonesignup
STEP
Encourage top customers to enter Google’s experiment and “+1” your homepage:
02 http://www.google.com/experimental
STEP
Set aside resources to install +1 Code beside the Facebook
03 Like button on your site.

STEP
Take extraneous URL parameters out of the ﬁnal landing page URL
04 of your AdWords ads.



“
The last point is very important to When it comes down to it, joining Your advertising costs will
understand. In the current imple- social media with paid marketing be lowered to the extent
mentation of Google +1, every gets you manufactured social proof. that your product has its

”
distinct URL has its own Google +1 Sure, there will always be the own natural appeal.
score. This means an identical page runaway viral hits that get all their
with and without tracking param- Likes or +1’s the “honest” way by
eters is not an identical page in virtue of their incredible content.
Google’s eyes. Most advertisers, however, will need
to pay their way to the top. That’s
We’ve written a blog post on how why it’s called advertising, right?
this can be solved. Be sure to
forward the link below to someone In such a “paid social media” world,
involved in the technical details of your advertising costs will be lowered
your website tracking and analytics: to the extent that your product has
www.ROIRevolution.com/+1 its own natural appeal. Imagine that
– great products will give you a
o competitive edge!

What to do next: Request a 3rd party review > Next


What to do next:
Get a third party review

Google +1 will expose an even We do complimentary AdWords
greater competitive divide between account audits regularly for
online retailers. A new factor is businesses spending from $10,000
being thrown into the mix which is to $500,000+ per month in
sure to unsettle competitive strong- AdWords. During our reviews we
holds among paid search advertisers. generally find over 50% of high-
spending AdWords accounts are
If there was ever a time to make sure needlessly suffering from poor
your AdWords account is in fighting performance. Most AdWords
shape, it is now. All paid search accounts we look at can gain at least
programs can benefit from a 3rd 20% efficiency (more conversions,
party review. less spend) right off the bat by
improving some of their account
If you are spending more than management practices.
$10,000 per month in AdWords, we
can give you a boost with our compli- Contact us to schedule your compli-
mentary 30 minute AdWords mentary AdWords Account Audit &
Strategy Session. Strategy Session.

About ROI Revolution > Next


About
ROI Revolution, Inc.
ROI Revolution is an online advertising agency based in Raleigh, NC. We
manage millions of dollars in ad spend for 105 clients spread out among 8
countries.

We partner with many types of businesses to turn their PPC channel into
sustainable proﬁts for their company. Schedule your complimentary
30 Minute AdWords strategy session to discover hidden opportunities in
Call Us: 888-244-2167 your PPC account.
Oﬃce Fax: 919 - 954 - 4767
Address: 3109 Poplarwood Ct,
Suite 219 Raleigh,
NC 27604
Website: www.ROIRevolution.com Visit www.ROIRevolution.com

TM


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