the google revenue generator
TRANSCRIPT
![Page 1: The Google Revenue Generator](https://reader035.vdocuments.net/reader035/viewer/2022062419/55a22fb71a28ab7d428b4765/html5/thumbnails/1.jpg)
By Samantha Noble
@Koozai_Sam
THE GOOGLE REVENUE
GENERATOR
Search Congres - Amsterdam
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85%OF GOOGLE’S REVENUE CAME FROM ADWORDS IN 2013
(Source: Delegator.com)
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WHERE DID ITALL BEGIN?
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Let’s go back to
the year
2000
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I hope you’re
not feeling
too old now!
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GOOGLE ADWORDS
LAUNCHED
23rd October 2000
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Now flash forward
to
2014
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Lots of
sponsored
ads
News
stories
More
results
Images
Shopping
results
Video
content
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2000
2014
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THE LINES
ARE BLURRING
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LET’S LOOKAT THE NUMBERS
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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)
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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
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THE OTHERPLAYERS
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THE WORLD IS
CATCHING ON
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NATIVE ADVERTISING
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SO WHYGOOGLE?
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THE SEARCH ENGINE
GIANT
69%
17%
2% 6%6%
Google Baidu Other Bing Yahoo
Source: Torsion Mobile
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TYPES OF
ADS
Search Display
RemarketingVideo
YouTube
Mobile
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1,000CHANGES TO THE ADWORDSECOSYSTEM IN 2013
(Source: Delegator.com)
GOOGLE ROLLED OUT OVER
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It’s all about
the user
experience
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AD EXTENSIONS
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REAL TIME
ADVERTSVondelpark Parking Vondelpark Carpark
VondelparcParks near Vondelpark
Vondelpark
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RECENTLAUNCHES
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REMARKETING LISTS
FOR SEARCH ADS
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DYNAMIC REMARKETING
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70%MORE LIKELY TO COMPLETE A PURCHASE THAN SOMEONE WHO HAS NOT BEEN REMARKETED TO.
(Source: Criteo)
RETARGETED CUSTOMERSARE
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CUSTOM AFFINITY
AUDIENCES
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PROMOTIONS
IN YOUR PLA’S
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AD CUSTOMISERS
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PLA DIAGNOSTICS
REPORTING
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AUCTION INSIGHTS
REPORT
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WE CAN LEARN
FROM EACH OTHER!
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SEO PPC
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SPOT THE DIFFERENCE
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THE GOOGLE
REAL ESTATE
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Source: Bunnyfoot
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36%OF PEOPLE STILL DON’T REALISE THAT GOOGLE ADS ARE ADS!
(Source: Econsulltancy)
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MISSING PAID ADS
EXPERIMENT
Source: Think With Google
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LEARN FROM THE DATA
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MULTI-CHANNEL
FUNNELS
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ABOVE THE FOLD
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LET’S LOOK ATTHE CRYSTAL BALL
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PREDICTION
TV, online ads & search
results will be based on
what we watch on TV
and search for online
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TV
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PREDICTION
Advertisers are going to
have to be more
personalised in their
approach
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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
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THEY EVEN KNOW
WHERE YOU’VE BEEN!
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DEMOGRAPHICS
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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…..
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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…..
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VS
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FINAL THOUGHTS
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Use
SEO and PPC
together
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Never
underestimate
personalised
advertising
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Google’s
customers are
your target
customers
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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
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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