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"Change is the law of life.
    And those who look only to the past
      or present are certain to miss
               the future."

                                   -John F. Kennedy

1   ® 2011 e-storm international
Staying one step
    ahead

    The future affect of
    Google +1 on paid
    search advertising




2   ® 2011 e-storm international
About Mathew Guiver and e-storm international

      •      Mathew, with one T
      •      10+ years in online marketing


      e-storm international
      •      Strategy-driven, international digital marketing
             agency specializing in display, mobile, SEM, SEO,
             and multichannel attribution
      •      Clients include: IKEA, Bank of America, National
             University, Microsoft, Verizon, Sam’s Club, ABC
             Family, and more!




    Images via e-storm international
3   ® 2011 e-storm international
The future affect of +1 on paid search advertising




      •      Millions of Google+ users, but the project is still in its infancy
             (Especially when compared to the 800 million users Facebook has)

      •      As the community grows, we can expect the use of +1's to increase!
    Image via SearchEngineLand.com
4   ® 2011 e-storm international
The future affect of +1 on paid search advertising

      •      As the Google+ grows, use of +1 will increase

      •      Who cares?
                                                             “Google + on a
                                                               trajectory to
      •      Google+ and Google +1 are intertwined           surpass Twitter,
                                                              LinkedIn, and
                                                                MySpace!”




    Image via IconFinder.com
5   ® 2011 e-storm international
PREDICTION 1: +1's to have more impact on
    average position than quality score




                                   Not logged
                                     into a
                                    Google
                                    account




6   ® 2011 e-storm international
PREDICTION 1: +1's to have more impact on
    average position than quality score

                                         Better position,
                                          coincidence?

                                            I doubt it




7   ® 2011 e-storm international
PREDICTION 2: The value of a +1
      •      If a +1 decreases your CPA, then it also increase your ROI
      •      When money talks, the big bosses listen!




    Image via Google
8   ® 2011 e-storm international
PREDICTION 3: The end of the PPC landing page
    as we know it
      •      +1's are shared between organic and sponsored listings...




9   ® 2011 e-storm international
PREDICTION 3: The end of the PPC landing page
     as we know it




                                                                                          sponsored




                                                                                          organic




                  Traditional PPC landing pages won’t benefit from this crossover lift!
10   ® 2011 e-storm international
PREDICTION 4: Bridging the gap between PPC
     and social




                     Landing
                    Pages that
                    Encourage
                       User
                    Interaction




11   ® 2011 e-storm international
PREDICTION 5: Promoted +1's?




12   ® 2011 e-storm international
PREDICTION 5: Promoted +1's?
       •      Google to monetize Google+ and +1’s?




       •      Google’s real time search used to incorporate promoted messages from
              Twitter
       •      Even confirmed splitting revenue with Twitter


     Images via SearchEngineLand.com and BostInnovation.com
13   ® 2011 e-storm international
PREDICTION 5: Promoted +1's?
       •      Google+ to remain advertisement free?   Google to look
                                                       for “outside
                                                      the box” ways
       •      Promoted +1’s, promoted accounts          to generate
                                                          revenue




14   ® 2011 e-storm international
PREDICTION 6: Demographic bidding for
     sponsored search ads
                                              In the future:
              Google+ already collects some
              demographic and geographic           •  race
              information…                         •  sexual orientation
                                                   •  religion
                                                   •  interests
                                                   •  income level
                                                   •  activity profiles based on
                                                       comments, who you block,
                                                       etc.



                                                            Highly
                                                           Targeted
                                                         Demographic
                                                            Bidding


15   ® 2011 e-storm international
PREDICTION 7: Prediction targeting

       •      “Google Related” toolbar launched in August
       •      Toolbar suggests sites to visit, based on page you are currently viewing




              Imagine if Google used this approach to paid advertising, based on social
              activity…

     Image via Google
16   ® 2011 e-storm international
PREDICTION 7: Prediction targeting




                                          Prediction
                                          Ads Based
                                           on User
                                           Activity




17   ® 2011 e-storm international
PREDICTION 7: Prediction targeting




18   ® 2011 e-storm international
Be part of the
     future, not the past




19   ® 2011 e-storm international
Thank you!
              I would love to hear your thoughts
              on the future of Google+ and +1

              Mathew Guiver
              mathew@e-storm.com

       Visit our website:
           www.e-storm.com

       Come Follow us:

              Twitter
              Facebook
              Google+
              LInkedIn




20   ® 2011 e-storm international

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Future of Google +1 on Paid Search

  • 1. "Change is the law of life. And those who look only to the past or present are certain to miss the future." -John F. Kennedy 1 ® 2011 e-storm international
  • 2. Staying one step ahead The future affect of Google +1 on paid search advertising 2 ® 2011 e-storm international
  • 3. About Mathew Guiver and e-storm international •  Mathew, with one T •  10+ years in online marketing e-storm international •  Strategy-driven, international digital marketing agency specializing in display, mobile, SEM, SEO, and multichannel attribution •  Clients include: IKEA, Bank of America, National University, Microsoft, Verizon, Sam’s Club, ABC Family, and more! Images via e-storm international 3 ® 2011 e-storm international
  • 4. The future affect of +1 on paid search advertising •  Millions of Google+ users, but the project is still in its infancy (Especially when compared to the 800 million users Facebook has) •  As the community grows, we can expect the use of +1's to increase! Image via SearchEngineLand.com 4 ® 2011 e-storm international
  • 5. The future affect of +1 on paid search advertising •  As the Google+ grows, use of +1 will increase •  Who cares? “Google + on a trajectory to •  Google+ and Google +1 are intertwined surpass Twitter, LinkedIn, and MySpace!” Image via IconFinder.com 5 ® 2011 e-storm international
  • 6. PREDICTION 1: +1's to have more impact on average position than quality score Not logged into a Google account 6 ® 2011 e-storm international
  • 7. PREDICTION 1: +1's to have more impact on average position than quality score Better position, coincidence? I doubt it 7 ® 2011 e-storm international
  • 8. PREDICTION 2: The value of a +1 •  If a +1 decreases your CPA, then it also increase your ROI •  When money talks, the big bosses listen! Image via Google 8 ® 2011 e-storm international
  • 9. PREDICTION 3: The end of the PPC landing page as we know it •  +1's are shared between organic and sponsored listings... 9 ® 2011 e-storm international
  • 10. PREDICTION 3: The end of the PPC landing page as we know it sponsored organic Traditional PPC landing pages won’t benefit from this crossover lift! 10 ® 2011 e-storm international
  • 11. PREDICTION 4: Bridging the gap between PPC and social Landing Pages that Encourage User Interaction 11 ® 2011 e-storm international
  • 12. PREDICTION 5: Promoted +1's? 12 ® 2011 e-storm international
  • 13. PREDICTION 5: Promoted +1's? •  Google to monetize Google+ and +1’s? •  Google’s real time search used to incorporate promoted messages from Twitter •  Even confirmed splitting revenue with Twitter Images via SearchEngineLand.com and BostInnovation.com 13 ® 2011 e-storm international
  • 14. PREDICTION 5: Promoted +1's? •  Google+ to remain advertisement free? Google to look for “outside the box” ways •  Promoted +1’s, promoted accounts to generate revenue 14 ® 2011 e-storm international
  • 15. PREDICTION 6: Demographic bidding for sponsored search ads In the future: Google+ already collects some demographic and geographic •  race information… •  sexual orientation •  religion •  interests •  income level •  activity profiles based on comments, who you block, etc. Highly Targeted Demographic Bidding 15 ® 2011 e-storm international
  • 16. PREDICTION 7: Prediction targeting •  “Google Related” toolbar launched in August •  Toolbar suggests sites to visit, based on page you are currently viewing Imagine if Google used this approach to paid advertising, based on social activity… Image via Google 16 ® 2011 e-storm international
  • 17. PREDICTION 7: Prediction targeting Prediction Ads Based on User Activity 17 ® 2011 e-storm international
  • 18. PREDICTION 7: Prediction targeting 18 ® 2011 e-storm international
  • 19. Be part of the future, not the past 19 ® 2011 e-storm international
  • 20. Thank you! I would love to hear your thoughts on the future of Google+ and +1 Mathew Guiver mathew@e-storm.com Visit our website: www.e-storm.com Come Follow us: Twitter Facebook Google+ LInkedIn 20 ® 2011 e-storm international