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Class presentation on how Google has changed the advertising landscape.

Class presentation on how Google has changed the advertising landscape.

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  • 1. How Google changed theadvertising landscape forever Lindsay Strouse Advertising Campaigns 31 October 2012
  • 2. Google Timeline 1996 Larry Page and 2005 2007Sergey Brin create 1998 Apr. 1st, 2004 Google Maps & Google Jan. 2011 a search engine First Google Gmail is Google Earth is releases Launch of called “BackRub” Doodle launched launched Android Google+ 1998 2000 Aug. 18th, 2004 2006 Sept. 2, 2008 Google is AdWords is Google goes Google acquires Launch of founded by launched public YouTube Google Page and Brin Chrome
  • 3. Company Mission Google’s MissionOrganize the world‟s information and make it universally accessible and useful.“The perfect search engine (…) understands exactly what you mean and gives you back exactly what you want.” - Larry Page, Founder and CEO of Google
  • 4. Google’s Ten Commandments Focus on the user & all else will follow.
  • 5. Google’s Ten Commandments Focus on the user & all else will follow. It‟s best to do one thing really, really well.
  • 6. Google’s Ten Commandments Focus on the user & all else will follow. It‟s best to do one thing really, really well. Fast is better than slow.
  • 7. Google’s Ten Commandments Focus on the user & all else will follow. It‟s best to do one thing really, really well. Fast is better than slow. Democracy on the web works.
  • 8. Google’s Ten Commandments Focus on the user & all else will follow. It‟s best to do one thing really, really well. Fast is better than slow. Democracy on the web works.You don‟t need to be at your desk to need an answer.
  • 9. Google’s Ten Commandments Focus on the user & all else will follow. It‟s best to do one thing really, really well. Fast is better than slow. Democracy on the web works.You don‟t need to be at your desk to need an answer. You can make money without doing evil.
  • 10. Google’s Ten Commandments Focus on the user & all else will follow. It‟s best to do one thing really, really well. Fast is better than slow. Democracy on the web works.You don‟t need to be at your desk to need an answer. You can make money without doing evil. There‟s always more information out there.
  • 11. Google’s Ten Commandments Focus on the user & all else will follow. It‟s best to do one thing really, really well. Fast is better than slow. Democracy on the web works.You don‟t need to be at your desk to need an answer. You can make money without doing evil. There‟s always more information out there. The need for information crosses all borders.
  • 12. Google’s Ten Commandments Focus on the user & all else will follow. It‟s best to do one thing really, really well. Fast is better than slow. Democracy on the web works.You don‟t need to be at your desk to need an answer. You can make money without doing evil. There‟s always more information out there. The need for information crosses all borders. You can be serious without a suit.
  • 13. Google’s Ten Commandments Focus on the user & all else will follow. It‟s best to do one thing really, really well. Fast is better than slow. Democracy on the web works.You don‟t need to be at your desk to need an answer. You can make money without doing evil. There‟s always more information out there. The need for information crosses all borders. You can be serious without a suit. Great just isn’t good enough.
  • 14. Google Search “Parisian Love Story” (Brought to you by Google Search!)http://www.youtube.com/watch?v=nnsSUqgkDw U
  • 15. Google Chrome “Dear Sophie” (Disclaimer: You will cry)http://www.youtube.com/watch?v=R4vkVHijdQk
  • 16. Changing theAdvertising Landscape Search Engine Optimization
  • 17. What is it?• A service that allows businesses to create ads and choose keywords related to their business in order to enhance users‟ Google search.• Serves as Google‟s biggest single source of revenue.How does it work?• By purchasing a number of key search terms, a company‟s ad may appear next to the organic results when a user performs a search.• Companies are able to advertise to an audience that‟s already interested in them.Benefit• Provides a direct link between the consumer and brand.• Eliminates clutter from competitors‟ advertising.
  • 18. AdWords in Action
  • 19. Google as an Advertising Company• Gmail‟s controversial privacy policy• Intent on „beating‟ Facebook advertising• Focus on sponsored ads rather than providing great content “The Google I was passionate about was atechnology company, the Google I left was an advertising company.” – James Whittaker, former Google executive
  • 20. Changing word-of-mouth advertising
  • 21. Effect on Consumer Behavior• Traditional brands evolve based on changing consumer behavior• Google has the ability to change consumer behavior and intentions through tools such as Google Instant
  • 22. Personalized search results
  • 23. Current & Future Challenges• Mobile’s effect on Google Search and Advertising • Cost-per-clicks (CPCs) declined by 15% in Q3 • Clicks for paid advertising have decelerated in growth • For the first time, number of organic desktop queries have declined• Proves consumer shift to mobile • Mobile decline coming from consumers not on Androids
  • 24. Key Takeaways• Google has changed the advertising landscape forever • Provides an accessible channel to bring advertising online • Has ample opportunities to leverage mobile • Innovations such as Google+ have added a social aspect to advertising • Opens up a wider conversation around online privacy and data sharing.