the google revenue generator
TRANSCRIPT
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
• 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
• 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
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