google's search marketing innovations
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TRANSCRIPT
4 August 2011
Search Marketing-2011Google Innovations
2Outline
• New Google Ad Formats• Mobile Search• Google +• New Measurement Features
3
Ad Formats64% of Companies Say Google’s Site Links Enhanced their Paid Search Performance
4Site Links
• Add additional links to a paid search ad• Makes ads more useful and relevant to searchers• Can highlight promotions
5Location Extensions
• Add store location and map to a paid search ad• Dynamically matches an ad with the most relevant location• Raise awareness with users close to your business
6Product Extensions
• Add product images and pricing to paid ad• Links to existing Google Merchant Center accounts• Increases profitability• Not charged for engagement, only clicks
7Seller Rating
• Add rating to paid search ad• Identifies highly rated merchants• Online store must be rated by 30 reviewers and have 4+
stars in Google Product Search
8Video Extensions
• Add video to paid search ad• Great for trailers, product demonstrations, or previews• Charged when users watch video for more than 10 seconds
9Mobile Search 49% of Mobile Searchers Made a Mobile Purchase in Past Six Months
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“Rise in Mobile Internet” ranks #1
Significance of Various Search Trends
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“I believe that in five years or so, mobile search will have overtaken desktop search.”
- Shashi Seth Yahoo! Senior VP of Search Products
• Mobile searchers are on the go• Searching on nights and
weekends• Keywords are shorter and have
more typos• Users are looking to take action,
NOW
Mobile Search vs. Desktop Search
12Mobile Features
• Site Links• Location Extensions
– Tells users how close they are to a business
• Click to Call– Insert phone number into Mobile
Ads– Shows relevant phone number
based on geography
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20 MillionUsers joined Google+ in 24 days
14What is Google Plus?
• Join Google + and build a following– Share content with different groups
• Add the +1 button to your content– Allow people to “+1” your content
15Effect on Search
• +1 will be located on all search results• Google + shows friend recommendations • Google + is likely to effect search results and Quality Score
– Recommended content indicates quality– Advertisers will likely be rewarded by an increased QS
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Measurement
70% of all non-brand revenue is from long-tail keywords
17Search Funnels
• Set of reports in Google Analytics
• Shows click and impression behavior leading up to a conversion
• Analyze “upper-funnel” keyword’s impact on conversions
18Analyze Competition
• Compare AdWords performance to other businesses advertising similar keywords
• Competitor information is confidential