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

2000

2014

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

Vondelparc Parks 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

THANK YOU FOR LISTENING

@Koozai_Samsam.noble@koozai.com0845 485 1262

koozai.com

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