e-storm's paid search manager @MathewGuiver walks you through the future affect of Google +1 on paid search advertising. Mathew presented this deck at SMX East 2011 in New York City.

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
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2. Staying one step
ahead
The future affect of
Google +1 on paid
search advertising
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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
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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
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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
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6. PREDICTION 1: +1's to have more impact on
average position than quality score
Not logged
into a
Google
account
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7. PREDICTION 1: +1's to have more impact on
average position than quality score
Better position,
coincidence?
I doubt it
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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
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9. PREDICTION 3: The end of the PPC landing page
as we know it
• +1's are shared between organic and sponsored listings...
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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!
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11. PREDICTION 4: Bridging the gap between PPC
and social
Landing
Pages that
Encourage
User
Interaction
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12. PREDICTION 5: Promoted +1's?
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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
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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
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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
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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
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17. PREDICTION 7: Prediction targeting
Prediction
Ads Based
on User
Activity
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18. PREDICTION 7: Prediction targeting
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19. Be part of the
future, not the past
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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
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