Google's Search Marketing Innovations


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  • Google's Search Marketing Innovations

    1. 1. Search Marketing-2011<br />Google Innovations<br />
    2. 2. Outline<br />New Google Ad Formats<br />Mobile Search<br />Google +<br />New Measurement Features<br />2<br />
    3. 3. 3<br />Ad Formats<br />64% of Companies Say Google’s Site Links Enhanced their Paid Search Performance<br />
    4. 4. Site Links<br />Add additional links to a paid search ad<br />Makes ads more useful and relevant to searchers<br />Can highlight promotions<br />4<br />
    5. 5. Location Extensions<br />Add store location and map to a paid search ad<br />Dynamically matches an ad with the most relevant location<br />Raise awareness with users close to your business<br />5<br />
    6. 6. Product Extensions<br />Add product images and pricing to paid ad<br />Links to existing Google Merchant Center accounts<br />Increases profitability<br />Not charged for engagement, only clicks<br />6<br />
    7. 7. Seller Rating<br />Add rating to paid search ad<br />Identifies highly rated merchants<br />Online store must be rated by 30 reviewers and have 4+ stars in Google Product Search<br />7<br />
    8. 8. Video Extensions<br />Add video to paid search ad<br />Great for trailers, product demonstrations, or previews<br />Charged when users watch video for more than 10 seconds<br />8<br />
    9. 9. 9<br />Mobile Search<br />49% of Mobile Searchers Made a Mobile Purchase in Past Six Months<br />
    10. 10. 10<br />Significance of Various Search Trends<br />“Rise in Mobile Internet” ranks #1<br />
    11. 11. “I believe that in five years or so, mobile search will have overtaken desktop search.” <br />- Shashi Seth Yahoo! Senior VP of Search Products<br />11<br />Mobile Search vs. Desktop Search<br />Mobile searchers are on the go<br />Searching on nights and weekends<br />Keywords are shorter and have more typos<br />Users are looking to take action, NOW<br />
    12. 12. Mobile Features<br />Site Links<br />Location Extensions<br />Tells users how close they are to a business<br />Click to Call<br />Insert phone number into Mobile Ads<br />Shows relevant phone number based on geography<br />12<br />
    13. 13. 13<br />20 Million<br />Users joined Google+ in 24 days<br />
    14. 14. What is Google Plus?<br />Join Google + and build a following<br />Share content with different groups<br />Add the +1 button to your content<br />Allow people to “+1” your content<br />14<br />
    15. 15. Effect on Search<br />+1 will be located on all search results<br />Google + shows friend recommendations <br />Google + is likely to effect search results and Quality Score<br />Recommended content indicates quality<br />Advertisers will likely be rewarded by an increased QS<br />15<br />
    16. 16. 16<br />Measurement<br />70% of all non-brand revenue is from long-tail keywords<br />
    17. 17. Search Funnels<br />Set of reports in Google Analytics<br />Shows click and impression behavior leading up to a conversion<br />Analyze “upper-funnel” keyword’s impact on conversions <br />17<br />
    18. 18. Analyze Competition<br />Compare AdWords performance to other businesses advertising similar keywords<br />Competitor information is confidential <br />18<br />