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

sponsored

ads

News

stories

More

results

Images

Shopping

results

Video

content

2000

2014

THE LINES

ARE BLURRING

LET’S LOOKAT THE NUMBERS

ADVERTISING

REVENUE

$-

$10,000,000

$20,000,000

$30,000,000

$40,000,000

$50,000,000

$60,000,000

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

Source Google Investor

(IN BILLIONS)

AVERAGE

COST PER CLICK

$-

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

$1.40

2005 2006 2007 2008 2009 2010 2011 2012 2013

Source Hochman Consultants

THE OTHERPLAYERS

THE WORLD IS

CATCHING ON

NATIVE ADVERTISING

SO WHYGOOGLE?

THE SEARCH ENGINE

GIANT

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 ADWORDSECOSYSTEM IN 2013

(Source: Delegator.com)

GOOGLE ROLLED OUT OVER

It’s all about

the user

experience

AD EXTENSIONS

REAL TIME

ADVERTSVondelpark Parking Vondelpark Carpark

VondelparcParks near Vondelpark

Vondelpark

RECENTLAUNCHES

REMARKETING LISTS

FOR SEARCH ADS

DYNAMIC REMARKETING

70%MORE LIKELY TO COMPLETE A PURCHASE THAN SOMEONE WHO HAS NOT BEEN REMARKETED TO.

(Source: Criteo)

RETARGETED CUSTOMERSARE

CUSTOM AFFINITY

AUDIENCES

PROMOTIONS

IN YOUR PLA’S

AD CUSTOMISERS

PLA DIAGNOSTICS

REPORTING

AUCTION INSIGHTS

REPORT

WE CAN LEARN

FROM EACH OTHER!

SEO PPC

SPOT THE DIFFERENCE

THE GOOGLE

REAL ESTATE

Source: Bunnyfoot

36%OF PEOPLE STILL DON’T REALISE THAT GOOGLE ADS ARE ADS!

(Source: Econsulltancy)

MISSING PAID ADS

EXPERIMENT

Source: Think With Google

LEARN FROM THE DATA

MULTI-CHANNEL

FUNNELS

ABOVE THE FOLD

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

PREDICTION

Advertisers are going to

have to be more

personalised in their

approach

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

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…..

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…..

VS

FINAL THOUGHTS

Use

SEO and PPC

together

Never

underestimate

personalised

advertising

Google’s

customers are

your target

customers

THANK YOU FOR LISTENING

@Koozai_Sam

sam.noble@koozai.com

0845 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