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Advertising Importance To Google &  The Threat To Other Industries By Farhad Divecha Director, AccuraCast © 2007 AccuraCas...
About AccuraCast <ul><li>London’s leading search engine marketing agency </li></ul><ul><li>First & foremost mobile search ...
Clients © 2007 AccuraCast Limited – Search  Engine  Optimisation,  Paid  Search  Advertising , Mobile Search & Web 2.0 Mar...
Our Services <ul><li>Search engine optimisation (SEO) </li></ul><ul><li>Paid search advertising (PPC) </li></ul><ul><li>Mo...
Topics for Discussion <ul><li>Evolution of Google Mobile usage </li></ul><ul><li>Google AdWords </li></ul><ul><li>Google A...
Before We Get Started… <ul><li>Search characteristics on Google Mobile (Source:  Google – Deciphering Trends in Mobile Sea...
Before We Get Started… <ul><li>Top 5 Google Mobile Search Categories (Source:  Google – Deciphering Trends in Mobile Searc...
Google Mobile User Evolution <ul><li>Users type faster </li></ul><ul><li>More users click on a search result </li></ul><ul...
Google AdWords <ul><li>Largest advertising platform </li></ul><ul><li>Network reaches 80+% Internet users </li></ul><ul><l...
Google AdWords Mobile <ul><li>Ads shown on Search &  Content network </li></ul><ul><li>Pay per click & pay per call </li><...
Google Mobile Content Network <ul><li>Monetise content </li></ul><ul><li>No setup fee </li></ul><ul><li>No minimums </li><...
Success Of Google Mobile <ul><li>Disproportionately higher impressions from Content </li></ul><ul><li>“ Mobile  searches a...
Future Mobile Search Products <ul><li>Local business ads </li></ul><ul><li>Mobile content Image ads </li></ul><ul><li>Mobi...
Operators & Advertisers <ul><li>Disadvantages: </li></ul><ul><ul><li>Multiple platforms </li></ul></ul><ul><ul><li>Not as ...
Successful Partnerships © 2007 AccuraCast Limited – Search  Engine  Optimisation,  Paid  Search  Advertising , Mobile Sear...
Open Handset Alliance <ul><li>Goodbye GPhone </li></ul><ul><li>Hello Android! </li></ul>© 2007 AccuraCast Limited – Search...
Any Questions? Farhad Divecha Director, AccuraCast [email_address] Phone: 0870 240 7847 © 2007 AccuraCast Limited
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Google In Mobile

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Transcript of "Google In Mobile"

  1. 1. Advertising Importance To Google & The Threat To Other Industries By Farhad Divecha Director, AccuraCast © 2007 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Web 2.0 Marketing
  2. 2. About AccuraCast <ul><li>London’s leading search engine marketing agency </li></ul><ul><li>First & foremost mobile search marketing agency </li></ul><ul><li>One of the first Google Qualified Companies in UK </li></ul><ul><li>Provide 100% Ethical SEO ® </li></ul><ul><li>Operations in the UK and India </li></ul><ul><li>Clients in the UK, USA, Europe & Asia </li></ul><ul><li>Founded in February 2004 </li></ul>© 2007 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Web 2.0 Marketing
  3. 3. Clients © 2007 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Web 2.0 Marketing
  4. 4. Our Services <ul><li>Search engine optimisation (SEO) </li></ul><ul><li>Paid search advertising (PPC) </li></ul><ul><li>Mobile search marketing </li></ul><ul><li>Mobile site design & development </li></ul><ul><li>Web 2.0 marketing </li></ul>© 2007 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Web 2.0 Marketing
  5. 5. Topics for Discussion <ul><li>Evolution of Google Mobile usage </li></ul><ul><li>Google AdWords </li></ul><ul><li>Google AdSense </li></ul><ul><li>Success of Google Mobile </li></ul><ul><li>Operators & advertisers </li></ul><ul><li>Successful partnerships </li></ul>© 2007 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Web 2.0 Marketing
  6. 6. Before We Get Started… <ul><li>Search characteristics on Google Mobile (Source: Google – Deciphering Trends in Mobile Search, M. Kamvar & S. Baluja) </li></ul>© 2007 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Web 2.0 Marketing
  7. 7. Before We Get Started… <ul><li>Top 5 Google Mobile Search Categories (Source: Google – Deciphering Trends in Mobile Search, M. Kamvar & S. Baluja) </li></ul>© 2007 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Web 2.0 Marketing
  8. 8. Google Mobile User Evolution <ul><li>Users type faster </li></ul><ul><li>More users click on a search result </li></ul><ul><li>More queries within a session </li></ul><ul><li>Less homogenous queries </li></ul><ul><li>More high-end devices </li></ul><ul><li>More adult queries </li></ul>© 2007 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Web 2.0 Marketing
  9. 9. Google AdWords <ul><li>Largest advertising platform </li></ul><ul><li>Network reaches 80+% Internet users </li></ul><ul><li>(Source: comScore Media Metrics) </li></ul><ul><li>CPC & CPM bid pricing </li></ul><ul><li>Formats </li></ul>© 2007 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Web 2.0 Marketing <ul><li>Plain Text </li></ul><ul><li>Image Ads </li></ul><ul><li>Pay Per Action Ads </li></ul><ul><li>Video Ads </li></ul><ul><li>Print Ads </li></ul><ul><li>Audio Ads </li></ul><ul><li>Local Business Ads </li></ul><ul><li>Mobile Ads </li></ul><ul><li>Gadget Ads </li></ul><ul><li>In-video Ads </li></ul>
  10. 10. Google AdWords Mobile <ul><li>Ads shown on Search & Content network </li></ul><ul><li>Pay per click & pay per call </li></ul><ul><li>2 ads per page </li></ul><ul><li>Ad format: </li></ul><ul><ul><li>Headline (18 characters) </li></ul></ul><ul><ul><li>Description (18 characters) </li></ul></ul><ul><ul><li>Display URL (20 characters) </li></ul></ul><ul><ul><li>Phone number (Call [phone number]) </li></ul></ul>© 2007 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Web 2.0 Marketing
  11. 11. Google Mobile Content Network <ul><li>Monetise content </li></ul><ul><li>No setup fee </li></ul><ul><li>No minimums </li></ul><ul><li>No maximums </li></ul><ul><li>Publishers get 78.5% of ad revenue from Google </li></ul>© 2007 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Web 2.0 Marketing
  12. 12. Success Of Google Mobile <ul><li>Disproportionately higher impressions from Content </li></ul><ul><li>“ Mobile searches are increasing rapidly compared to a year ago; they are growing more quickly than non-mobile searches. They are still a very small percentage of total searches, which is of great frustration to us ” – Eric Schmidt, Google CEO </li></ul><ul><li>Free Mobile AdWords till Nov 18 </li></ul><ul><li>Currently ads used for traffic & sales </li></ul>© 2007 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Web 2.0 Marketing
  13. 13. Future Mobile Search Products <ul><li>Local business ads </li></ul><ul><li>Mobile content Image ads </li></ul><ul><li>Mobile content Video ads </li></ul><ul><li>Mobile in-video ads </li></ul><ul><li>Future problem: Click fraud </li></ul>© 2007 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Web 2.0 Marketing
  14. 14. Operators & Advertisers <ul><li>Disadvantages: </li></ul><ul><ul><li>Multiple platforms </li></ul></ul><ul><ul><li>Not as easy to use </li></ul></ul><ul><ul><li>Poor tracking & reporting </li></ul></ul><ul><ul><li>Separation from other media </li></ul></ul><ul><li>Potential advantages: </li></ul><ul><ul><li>Lower cost </li></ul></ul><ul><ul><li>Easier billing </li></ul></ul>© 2007 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Web 2.0 Marketing
  15. 15. Successful Partnerships © 2007 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Web 2.0 Marketing
  16. 16. Open Handset Alliance <ul><li>Goodbye GPhone </li></ul><ul><li>Hello Android! </li></ul>© 2007 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Web 2.0 Marketing
  17. 17. Any Questions? Farhad Divecha Director, AccuraCast [email_address] Phone: 0870 240 7847 © 2007 AccuraCast Limited
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