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THE GOOGLE REVENUE 
GENERATOR 
By Samantha Noble 
@Koozai_Sam 
Search Congres - Amsterdam
85% 
OF GOOGLE’S REVENUE 
CAME FROM ADWORDS IN 
2013 
(Source: Delegator.com)
WHERE DID IT 
ALL BEGIN?
Let’s go back to 
the year 
2000
The Google Revenue Generator
The Google Revenue Generator
I hope you’re 
not feeling 
too old now!
GOOGLE ADWORDS 
LAUNCHED 
23rd October 2000
The Google Revenue Generator
Now flash forward 
to 
2014
Lots of 
sponsored 
ads 
News 
stories 
More 
results 
Images 
Shopping 
results 
Video 
content
2014 2000
THE LINES 
ARE BLURRING
LET’S LOOK 
AT THE NUMBERS
ADVERTISING 
REVENUE 
$60,000,000 
$50,000,000 
$40,000,000 
$30,000,000 
$20,000,000 
$10,000,000 
$- 
(IN BILLIONS) 
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 
Source Google Investor
AVERAGE 
COST PER CLICK 
$1.40 
$1.20 
$1.00 
$0.80 
$0.60 
$0.40 
$0.20 
$- 
2005 2006 2007 2008 2009 2010 2011 2012 2013 
Source Hochman Consultants
THE OTHER 
PLAYERS
THE WORLD IS 
CATCHING ON
The Google Revenue Generator
The Google Revenue Generator
The Google Revenue Generator
NATIVE ADVERTISING
SO WHY 
GOOGLE?
THE SEARCH ENGINE 
GIANT 
69% 
2% 6% 
17% 
6% 
Google Baidu Other Bing Yahoo 
Source: Torsion Mobile
Mobile 
Search Display 
TYPES OF 
ADS 
Video Remarketing 
YouTube
GOOGLE ROLLED OUT 
OVER 
1,000 
CHANGES TO THE ADWORDS 
ECOSYSTEM IN 2013 
(Source: Delegator.com)
It’s all about 
the user 
experience
The Google Revenue Generator
AD EXTENSIONS
The Google Revenue Generator
The Google Revenue Generator
REAL TIME 
ADVERTS 
Vondelpark Parking Vondelpark Carpark 
Vondelparc 
Parks near 
Vondelpark 
Vondelpark
RECENT 
LAUNCHES
REMARKETING LISTS 
FOR SEARCH ADS
The Google Revenue Generator
DYNAMIC REMARKETING
The Google Revenue Generator
RETARGETED CUSTOMERS 
ARE 
70% 
MORE LIKELY TO COMPLETE 
A PURCHASE THAN 
SOMEONE WHO HAS NOT 
BEEN REMARKETED TO. 
(Source: Criteo)
CUSTOM AFFINITY 
AUDIENCES
The Google Revenue Generator
PROMOTIONS 
IN YOUR PLA’S
The Google Revenue Generator
AD CUSTOMISERS
The Google Revenue Generator
PLA DIAGNOSTICS 
REPORTING
The Google Revenue Generator
AUCTION INSIGHTS 
REPORT
The Google Revenue Generator
WE CAN LEARN 
FROM EACH OTHER!
SEO PPC
SPOT THE DIFFERENCE
THE GOOGLE 
REAL ESTATE
Source: Bunnyfoot
36% 
OF PEOPLE STILL DON’T 
REALISE THAT GOOGLE ADS 
ARE ADS! 
(Source: Econsulltancy)
MISSING PAID ADS 
EXPERIMENT 
Source: Think With Google
The Google Revenue Generator
The Google Revenue Generator
LEARN FROM THE DATA
MULTI-CHANNEL 
FUNNELS
ABOVE THE FOLD
The Google Revenue Generator
The Google Revenue Generator
The Google Revenue Generator
LET’S LOOK AT 
THE CRYSTAL BALL
PREDICTION 
TV, online ads & search 
results will be based on 
what we watch on TV & 
search for online
The Google Revenue Generator
The Google Revenue Generator
The Google Revenue Generator
TV
PREDICTION 
Advertisers are going to 
have to be more 
personalised in their 
approach
The Google Revenue Generator
GOOGLE KNOW 
A LOT ABOUT YOU 
• Name 
• Other names 
• Nicknames 
• Age 
• Gender 
• Relationship status 
• Date of birth 
• Contacts 
• Who you engage with 
• Who engages with you 
• Content you share 
• Content your contacts share 
• Your background story 
• Your tagline 
• Career history 
• Job title 
• Occupation 
• Education history 
• School 
• College 
• University 
• Current address 
• Previous addresses 
• Email address 
• Phone Numbers 
• Other social profiles 
• Sites you contribute to 
• Links to businesses 
• Links to sites 
• Google apps you use 
• Websites you visit 
• And loads more
THEY EVEN KNOW 
WHERE YOU’VE BEEN!
DEMOGRAPHICS
LINKEDIN KNOW ABOUT 
‘BUSINESS YOU’ 
• Name 
• City of residence 
• Phone 
• Email 
• Current employment 
• Previous employment 
• Marital status 
• Previous names 
• Birthday 
• Address 
• Website 
• Email address 
• Recommendations 
• Connections 
• Languages spoken 
• Skills 
• Education 
• Interests 
• Honours and awards 
• Groups you join 
• Companies you follow 
• Projects you work on 
• Content you share 
• Posts you write 
• Publications you write for 
• Organisations you support 
• Test scores 
• Courses you have taken 
• Patents you have secured 
• Certifications 
• Causes you support 
AND MUCH MORE…..
The Google Revenue Generator
The Google Revenue Generator
FACEBOOK KNOW EVEN 
MORE ABOUT YOU 
• Name 
• City of birth 
• City of residence 
• Phone 
• Email 
• Current employment 
• Previous employment 
• Relationship 
• Anniversary 
• Previous names 
• Address book 
• Family members 
• Screen name 
• Religious views 
• Birthday 
• Address 
• Website 
• Email address 
• Sexual preference 
• Gender 
• Languages spoken 
• Political views 
• Friends 
• Books you’ve read 
• Brands you like 
• Movies you’ve seen 
• TV shows you watch 
• Video games you play 
• Food you eat 
• Your favourite athletes 
• Restaurants you eat in 
• Activities 
• Websites you visit 
• Sports teams you support 
• Favourite clothing brands 
• Places you visits 
• Events you’ve attended 
• Events you’re going to 
• Major life events 
• Photos 
• Pokes 
• Wall posts 
• Private messages 
• Groups you’ve joined 
• Networks you’re part of 
• Videos you’ve watched 
• Comments you’ve liked 
• Websites you’ve liked 
• Surveys you’ve completed 
AND MUCH MORE…..
The Google Revenue Generator
The Google Revenue Generator
The Google Revenue Generator
VS
FINAL THOUGHTS
Use 
SEO & PPC 
together
Never 
underestimate 
personalised 
advertising
Google’s 
customers are 
your target 
customers
The Google Revenue Generator
THANK YOU FOR LISTENING 
@Koozai_Sam 
sam.noble@koozai.com 
0845 485 1262 
koozai.com
The Google Revenue Generator
The Google Revenue Generator

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The Google Revenue Generator

Editor's Notes

  1. Source: https://www.delegator.com/2014/02/12-google-adwords-facts-trends-from-2013/
  2. Source: http://investor.google.com/financial/tables.html
  3. https://www.hochmanconsultants.com/articles/je-hochman-benchmark.shtml
  4. Image Source: http://www.bigstockphoto.com/image-36413044/stock-photo-technology-in-the-hands-of-businessmen
  5. http://www.bigstockphoto.com/image-65494285/stock-photo-social-media-signs
  6. Image Source: http://en.wikipedia.org/wiki/Sheryl_Sandberg
  7. Source: http://techcrunch.com/2012/06/30/a-framework-for-the-10b-native-advertising-market/
  8. Source: http://www.torsionmobile.com/2014/04/03/which-search-engine-dominates-mobile/ Desktop global share as of April 2014
  9. Source: https://www.delegator.com/2014/02/12-google-adwords-facts-trends-from-2013/
  10. http://en.wikipedia.org/wiki/Vondelpark Fon dull parc
  11. Al burt Hine
  12. Fee N day
  13. Source: https://www.delegator.com/2014/02/12-google-adwords-facts-trends-from-2013/
  14. In the coming weeks, we’re rolling out our newest offering in this suite -- custom affinity audiences. It gives you the flexibility to reach exactly the audience you're looking for, because you decide who to reach. Custom affinity audiences lets advertisers define who they want to reach across the web, on any screen. By factoring in consumers’ most recent passions and ongoing interests, your message always reaches the right people. Custom affinity audiences works across the Google Display Network, which, according to ComScore, reaches 94% of the web in the United States on a monthly basis, and 89% of global internet users.1 Like affinity audiences, custom affinity audiences work best with existing features and formats like Engagement Ads andviewable impressions, and can be measured using Brand Lift reporting. http://adwords.blogspot.co.uk/2014/10/introducing-custom-affinity-audiences.html
  15. Affinity categories: these are visitors to your site who fit into certain categories such as beauty – it can narrow down your targeting eg if Subway launched a new sub flavour for those who are health conscious they could choose people interested in health and fitness that have previously visited their site
  16. http://adwords.blogspot.co.uk/2014/11/show-promotions-on-your-product-listing.html show promotions alongside Product Listing Ads on Google search results and Google Shopping. For example, Venus’s PLAs with Merchant Promotions had a seven percent higher clickthrough rate (CTR), a two percent higher conversion rate, and an 11 percent lower cost-per-click (CPC) than their standard PLAs. 
  17. http://adwords.blogspot.co.uk/2014/09/customized-creatives-at-scale.html Ad customizers let you show highly relevant ads to your customers, in real-time, even when you have thousands (and sometimes millions) of products, services, and promotions—all changing by the day.
  18. http://adwords.blogspot.co.uk/2014/11/troubleshooting-made-easier-with-new.html Consolidated Issue Reporting in Merchant Center Health of your product data Easier and faster to prioritise key issues and get your products online Traffic and impact metrics to identify how many items are currently impacted by issues
  19. De Bayencorf
  20. http://adwords.blogspot.co.uk/2014/11/new-ways-to-rev-up-your-shopping.html Auction insights report lets you compare your Product Listing Ad (PLA) performance to other advertisers participating in the same auctions as you are. With impression share, overlap rate and outranking share, you’re able to see trends amongst your peers and strategic opportunities to improve your bidding strategies.
  21. http://www.bigstockphoto.com/image-42799861/stock-photo-businessman-in-anger-screaming-puff-going-out-from-ears
  22. https://econsultancy.com/blog/64808-36-of-people-still-don-t-realise-that-google-adwords-are-ads#i.1uixtxptpuffkt
  23. Source: https://www.thinkwithgoogle.com/infographics/search-ads-pause-2012.html
  24. IMAGE: http://www.bigstockphoto.com/image-47659984/stock-photo-male-mountain-climber-raising-hands-with-icepick-on-top-of-snowy-peak
  25. http://www.bigstockphoto.com/image-50399657/stock-photo-keywords-blue-marker (not provided) is growing and in a lot of cases, only 20% of traffic has keyword data meaning that you can’t make any real informed decisions on your SEO campaigns. With PPC, you can get all the data and can apply your findings to SEO
  26. Paid and Organic Report links AdWords with GWT and pulls in some of the organic search query data. You can see keywords side by side if you bid on them and optimise for them organically to see how the data compares.
  27. People use multiple touchpoints before making a purchase; the more touchpoints you can reach, the more likely you are to capture that customer and get them to convert with you.
  28. Making use of PPC and SEO, especially for brand terms means you can capitalise on the Above The Fold listings for your brand. Without this, competitors could bid on your brand (if you don’t have it trademarked) or you could see other organic listings creeping up that you don’t have control over. For example, negative mentions of your brand.
  29. http://www.bigstockphoto.com/image-35183468/stock-photo-panda-bear http://www.bigstockphoto.com/image-44363557/stock-photo-broad-tailed-hummingbird-female-%28selasphorus-platycercus%29 http://www.bigstockphoto.com/image-15030065/stock-photo-emperor-penguins-in-antarctica http://www.bigstockphoto.com/image-69287635/stock-photo-pigeon-dove The more verticals you have in your marketing plan, the safer you are.
  30. http://www.bigstockphoto.com/image-25157735/stock-photo-man-having-trouble-sleeping
  31. http://www.bigstockphoto.com/image-68335522/stock-photo-penguin
  32. http://searchengineland.com/google-patent-explores-using-tv-viewing-search-ranking-signal-203482
  33. http://www.bigstockphoto.com/image-56995337/stock-photo-blank-tv-display-with-hand-and-remote-control http://www.bigstockphoto.com/image-65785924/stock-photo-three-colorful-cupcakes-isolated-against-white
  34. Source: Matt Beswick http://www.slideshare.net/mattbeswick/brighton-seo-2014-how-paid-traffic-can-and-should-enhance-search-campaigns
  35. Source: Matt Beswick http://www.slideshare.net/mattbeswick/brighton-seo-2014-how-paid-traffic-can-and-should-enhance-search-campaigns Facebook know more about you than you do, they know stuff that you have already forgotton If you have messenger installed, have a look at the ts and cs and see what they can do with it. They can switch you mic on, your video on, and listen in on what your doing.
  36. Campaign was aimed at engaging with a younger audience
  37. https://www.google.com/contributor/welcome/