The Google Revenue Generator
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14 years ago we saw the launch of Google AdWords which started with just 350 advertisers! In 2013, Google surpassed $50 billion in total advertising revenue which equates to a little over 85% of their total revenue figures for that year making AdWords their main source of revenue. Google place a big emphasis on their users and the how important the customer journey is to them. This is becoming more and more evident as the years go on and website owners really need to embrace this if they want to compete in this competitive advertising space. We are seeing more and more organic algorithm updates being launched, with many sites being hit by manual and algorithmic penalties. Googles stance on this is that they are trying to make the SERPs better and deliver more relevant results for their customers. Some would say that this is true, but the cynic in me believes that this is also being done to line Google’s pockets with more ££££. As sites get hit with penalties and their rankings and traffic diminishes, they need to change tact and step up their paid search marketing campaigns to recoup some of the lost traffic and revenue. In this presentation, Samantha looks at why SEO’s need to pay attention to PPC and why PPCs need to pay attention to SEO. The two marketing channels should work in harmony together. At the end of the presentation you will understand how you can capitalise on some of the latest paid search initiatives and get an insight into some predictions on where paid search is heading in the coming years.
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The Google Revenue Generator
- 1. THE GOOGLE REVENUE GENERATOR By Samantha Noble @Koozai_Sam Search Congres - Amsterdam
- 2. 85% OF GOOGLE’S REVENUE CAME FROM ADWORDS IN 2013 (Source: Delegator.com)
- 3. WHERE DID IT ALL BEGIN?
- 4. Let’s go back to the year 2000
- 7. I hope you’re not feeling too old now!
- 8. GOOGLE ADWORDS LAUNCHED 23rd October 2000
- 10. Now flash forward to 2014
- 11. Lots of sponsored ads News stories More results Images Shopping results Video content
- 12. 2014 2000
- 13. THE LINES ARE BLURRING
- 14. LET’S LOOK AT THE NUMBERS
- 15. ADVERTISING REVENUE $60,000,000 $50,000,000 $40,000,000 $30,000,000 $20,000,000 $10,000,000 $- (IN BILLIONS) 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Source Google Investor
- 16. AVERAGE COST PER CLICK $1.40 $1.20 $1.00 $0.80 $0.60 $0.40 $0.20 $- 2005 2006 2007 2008 2009 2010 2011 2012 2013 Source Hochman Consultants
- 18. THE WORLD IS CATCHING ON
- 23. SO WHY GOOGLE?
- 24. THE SEARCH ENGINE GIANT 69% 2% 6% 17% 6% Google Baidu Other Bing Yahoo Source: Torsion Mobile
- 25. Mobile Search Display TYPES OF ADS Video Remarketing YouTube
- 26. GOOGLE ROLLED OUT OVER 1,000 CHANGES TO THE ADWORDS ECOSYSTEM IN 2013 (Source: Delegator.com)
- 27. It’s all about the user experience
- 29. AD EXTENSIONS
- 32. REAL TIME ADVERTS Vondelpark Parking Vondelpark Carpark Vondelparc Parks near Vondelpark Vondelpark
- 33. RECENT LAUNCHES
- 34. REMARKETING LISTS FOR SEARCH ADS
- 38. RETARGETED CUSTOMERS ARE 70% MORE LIKELY TO COMPLETE A PURCHASE THAN SOMEONE WHO HAS NOT BEEN REMARKETED TO. (Source: Criteo)
- 41. PROMOTIONS IN YOUR PLA’S
- 43. AD CUSTOMISERS
- 49. WE CAN LEARN FROM EACH OTHER!
- 50. SEO PPC
- 52. THE GOOGLE REAL ESTATE
- 54. 36% OF PEOPLE STILL DON’T REALISE THAT GOOGLE ADS ARE ADS! (Source: Econsulltancy)
- 55. MISSING PAID ADS EXPERIMENT Source: Think With Google
- 58. LEARN FROM THE DATA
- 60. ABOVE THE FOLD
- 64. LET’S LOOK AT THE CRYSTAL BALL
- 65. PREDICTION TV, online ads & search results will be based on what we watch on TV & search for online
- 69. TV
- 70. PREDICTION Advertisers are going to have to be more personalised in their approach
- 72. 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
- 73. THEY EVEN KNOW WHERE YOU’VE BEEN!
- 74. DEMOGRAPHICS
- 75. 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…..
- 78. 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…..
- 82. VS
- 83. FINAL THOUGHTS
- 84. Use SEO & PPC together
- 85. Never underestimate personalised advertising
- 86. Google’s customers are your target customers
- 88. THANK YOU FOR LISTENING @Koozai_Sam sam.noble@koozai.com 0845 485 1262 koozai.com
Editor's Notes
- Source: https://www.delegator.com/2014/02/12-google-adwords-facts-trends-from-2013/
- Source: http://investor.google.com/financial/tables.html
- https://www.hochmanconsultants.com/articles/je-hochman-benchmark.shtml
- Image Source: http://www.bigstockphoto.com/image-36413044/stock-photo-technology-in-the-hands-of-businessmen
- http://www.bigstockphoto.com/image-65494285/stock-photo-social-media-signs
- Image Source: http://en.wikipedia.org/wiki/Sheryl_Sandberg
- Source: http://techcrunch.com/2012/06/30/a-framework-for-the-10b-native-advertising-market/
- Source: http://www.torsionmobile.com/2014/04/03/which-search-engine-dominates-mobile/ Desktop global share as of April 2014
- Source: https://www.delegator.com/2014/02/12-google-adwords-facts-trends-from-2013/
- http://en.wikipedia.org/wiki/Vondelpark Fon dull parc
- Al burt Hine
- Fee N day
- Source: https://www.delegator.com/2014/02/12-google-adwords-facts-trends-from-2013/
- In the coming weeks, we’re rolling out our newest offering in this suite -- custom affinity audiences. It gives you the flexibility to reach exactly the audience you're looking for, because you decide who to reach. Custom affinity audiences lets advertisers define who they want to reach across the web, on any screen. By factoring in consumers’ most recent passions and ongoing interests, your message always reaches the right people. Custom affinity audiences works across the Google Display Network, which, according to ComScore, reaches 94% of the web in the United States on a monthly basis, and 89% of global internet users.1 Like affinity audiences, custom affinity audiences work best with existing features and formats like Engagement Ads andviewable impressions, and can be measured using Brand Lift reporting. http://adwords.blogspot.co.uk/2014/10/introducing-custom-affinity-audiences.html
- Affinity categories: these are visitors to your site who fit into certain categories such as beauty – it can narrow down your targeting eg if Subway launched a new sub flavour for those who are health conscious they could choose people interested in health and fitness that have previously visited their site
- http://adwords.blogspot.co.uk/2014/11/show-promotions-on-your-product-listing.html show promotions alongside Product Listing Ads on Google search results and Google Shopping. For example, Venus’s PLAs with Merchant Promotions had a seven percent higher clickthrough rate (CTR), a two percent higher conversion rate, and an 11 percent lower cost-per-click (CPC) than their standard PLAs.
- http://adwords.blogspot.co.uk/2014/09/customized-creatives-at-scale.html Ad customizers let you show highly relevant ads to your customers, in real-time, even when you have thousands (and sometimes millions) of products, services, and promotions—all changing by the day.
- http://adwords.blogspot.co.uk/2014/11/troubleshooting-made-easier-with-new.html Consolidated Issue Reporting in Merchant Center Health of your product data Easier and faster to prioritise key issues and get your products online Traffic and impact metrics to identify how many items are currently impacted by issues
- De Bayencorf
- http://adwords.blogspot.co.uk/2014/11/new-ways-to-rev-up-your-shopping.html Auction insights report lets you compare your Product Listing Ad (PLA) performance to other advertisers participating in the same auctions as you are. With impression share, overlap rate and outranking share, you’re able to see trends amongst your peers and strategic opportunities to improve your bidding strategies.
- http://www.bigstockphoto.com/image-42799861/stock-photo-businessman-in-anger-screaming-puff-going-out-from-ears
- https://econsultancy.com/blog/64808-36-of-people-still-don-t-realise-that-google-adwords-are-ads#i.1uixtxptpuffkt
- Source: https://www.thinkwithgoogle.com/infographics/search-ads-pause-2012.html
- IMAGE: http://www.bigstockphoto.com/image-47659984/stock-photo-male-mountain-climber-raising-hands-with-icepick-on-top-of-snowy-peak
- http://www.bigstockphoto.com/image-50399657/stock-photo-keywords-blue-marker (not provided) is growing and in a lot of cases, only 20% of traffic has keyword data meaning that you can’t make any real informed decisions on your SEO campaigns. With PPC, you can get all the data and can apply your findings to SEO
- Paid and Organic Report links AdWords with GWT and pulls in some of the organic search query data. You can see keywords side by side if you bid on them and optimise for them organically to see how the data compares.
- People use multiple touchpoints before making a purchase; the more touchpoints you can reach, the more likely you are to capture that customer and get them to convert with you.
- Making use of PPC and SEO, especially for brand terms means you can capitalise on the Above The Fold listings for your brand. Without this, competitors could bid on your brand (if you don’t have it trademarked) or you could see other organic listings creeping up that you don’t have control over. For example, negative mentions of your brand.
- http://www.bigstockphoto.com/image-35183468/stock-photo-panda-bear http://www.bigstockphoto.com/image-44363557/stock-photo-broad-tailed-hummingbird-female-%28selasphorus-platycercus%29 http://www.bigstockphoto.com/image-15030065/stock-photo-emperor-penguins-in-antarctica http://www.bigstockphoto.com/image-69287635/stock-photo-pigeon-dove The more verticals you have in your marketing plan, the safer you are.
- http://www.bigstockphoto.com/image-25157735/stock-photo-man-having-trouble-sleeping
- http://www.bigstockphoto.com/image-68335522/stock-photo-penguin
- http://searchengineland.com/google-patent-explores-using-tv-viewing-search-ranking-signal-203482
- http://www.bigstockphoto.com/image-56995337/stock-photo-blank-tv-display-with-hand-and-remote-control http://www.bigstockphoto.com/image-65785924/stock-photo-three-colorful-cupcakes-isolated-against-white
- Source: Matt Beswick http://www.slideshare.net/mattbeswick/brighton-seo-2014-how-paid-traffic-can-and-should-enhance-search-campaigns
- Source: Matt Beswick http://www.slideshare.net/mattbeswick/brighton-seo-2014-how-paid-traffic-can-and-should-enhance-search-campaigns Facebook know more about you than you do, they know stuff that you have already forgotton If you have messenger installed, have a look at the ts and cs and see what they can do with it. They can switch you mic on, your video on, and listen in on what your doing.
- Campaign was aimed at engaging with a younger audience
- https://www.google.com/contributor/welcome/