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Some thoughts on Google's search business, 2016 edition

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A short presentation about Google Search in relation to business and competitive issues. Given at #Ignition2016

Published in: Business
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Some thoughts on Google's search business, 2016 edition

  1. Thoughts on Google Search Danny Sullivan Founding Editor, Marketing Land & Search Engine Land
  2. I’m not a financial analyst (and no, I don’t have shares in Google)
  3. I am a journalist who has covered Google since it started (and search back when it was AltaVista, Excite, InfoSeek, Lycos, WebCrawler & Yahoo)
  4. Google is much more than search (and Alphabet much more than Google)
  5. But search remains biggest (we assume…)
  6. That’s mostly ad revenue, (89%) and…
  7. So what’s going on in search?
  8. CPCs keep dropping but paid clicks keep rising
  9. As does ad revenue (red line, in billions)
  10. Growth: Mobile Search & YouTube
  11. YouTube lowered CPCs but raised overall revenue
  12. As for mobile search it’s “resonating…”
  13. v
  14. v v
  15. Mobile might dominate page more; more ads certainly help…
  16. Four ads above the fold; no more right-rail on desktop
  17. AdSense display ads lose three ad limit
  18. But what about bots!
  19. Google Assistant is “assistive search” (AKA a bot)
  20. Google Assistant in Allo, Pixel & Google Home
  21. The promise
  22. (Some) of the reality within Allo
  23. To me, Google Assistant is not “killer feature” to buy Pixel
  24. It’s like Google with buttons
  25. And regular Google may do better
  26. But we’ll see (my 17-year- old likes the camera, pity no Apple Messages)
  27. Google Home: Google comes to life as a companion…
  28. And it rocks
  29. Not perfect but like having a real person you can ask spur of the moment questions
  30. Hands-free household companions, not bots, might be next big thing
  31. Google well positioned if “information” use rises… ads or retargeting likely to follow
  32. Ads might appear on phone; searches are logged
  33. Overall, state of Google search remains strong
  34. Thank You Search ads generated 50 percent of digital revenue in first half of 2016 Why Google’s Reported CPC Declines Can’t Tell The Story Of “A Mobile Advertising Problem” Google: Lower CPCs Are Because Of YouTube, Not Mobile Search FAQ: All About The Changes To Google’s Ad Layout On Desktop Search Results Google removes AdSense 3-ads-per-page limit, focuses on content-to-ad balance Will usability issues hinder Google Assistant, the star of Google’s new Pixel phone? For answering questions, Google Home bests Amazon Echo & Alexa Amazon has sold more than 5 million Echo devices, with a big holiday to come Amazon: Alexa devices were best-selling products from any manufacturer

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