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