what every paid search marketer needs to know about google +1
DESCRIPTION
e-storm's paid search manager @MathewGuiver walks you through the future affect of Google +1 on paid search advertising. Mathew presented this deck at SMX East 2011 in New York City.TRANSCRIPT
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"Change is the law of life. And those who look only to the past
or present are certain to miss the future."
-John F. Kennedy
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Staying one step ahead The future affect of Google +1 on paid search advertising
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About Mathew Guiver and e-storm international
• Mathew, with one T • 10+ years in online marketing
e-storm international • Strategy-driven, international digital marketing
agency specializing in display, mobile, SEM, SEO, and multichannel attribution
• Clients include: IKEA, Bank of America, National University, Microsoft, Verizon, Sam’s Club, ABC Family, and more!
Images via e-storm international
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The future affect of +1 on paid search advertising
• Millions of Google+ users, but the project is still in its infancy (Especially when compared to the 800 million users Facebook has)
• As the community grows, we can expect the use of +1's to increase!
Image via SearchEngineLand.com
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The future affect of +1 on paid search advertising
• As the Google+ grows, use of +1 will increase
• Who cares?
• Google+ and Google +1 are intertwined
Image via IconFinder.com
“Google + on a trajectory to
surpass Twitter, LinkedIn, and
MySpace!”
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PREDICTION 1: +1's to have more impact on average position than quality score
Not logged into a
Google account
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PREDICTION 1: +1's to have more impact on average position than quality score
Better position, coincidence?
I doubt it
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PREDICTION 2: The value of a +1
Image via Google
• If a +1 decreases your CPA, then it also increase your ROI • When money talks, the big bosses listen!
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PREDICTION 3: The end of the PPC landing page as we know it • +1's are shared between organic and sponsored listings...
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PREDICTION 3: The end of the PPC landing page as we know it
Traditional PPC landing pages won’t benefit from this crossover lift!
sponsored
organic
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PREDICTION 4: Bridging the gap between PPC and social
Landing Pages that Encourage
User Interaction
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PREDICTION 5: Promoted +1's?
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PREDICTION 5: Promoted +1's?
• Google to monetize Google+ and +1’s?
• Google’s real time search used to incorporate promoted messages from Twitter
• Even confirmed splitting revenue with Twitter
Images via SearchEngineLand.com and BostInnovation.com
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PREDICTION 5: Promoted +1's?
• Google+ to remain advertisement free?
• Promoted +1’s, promoted accounts
Google to look for “outside
the box” ways to generate
revenue
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PREDICTION 6: Demographic bidding for sponsored search ads
Google+ already collects some demographic and geographic information…
In the future: • race • sexual orientation • religion • interests • income level • activity profiles based on
comments, who you block, etc.
Highly Targeted
Demographic Bidding
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PREDICTION 7: Prediction targeting
• “Google Related” toolbar launched in August • Toolbar suggests sites to visit, based on page you are currently viewing
Imagine if Google used this approach to paid advertising, based on social activity…
Image via Google
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PREDICTION 7: Prediction targeting
Prediction Ads Based
on User Activity
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PREDICTION 7: Prediction targeting
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Be part of the future, not the past
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Thank you!
I would love to hear your thoughts on the future of Google+ and +1
Mathew Guiver [email protected]
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