Google's Search Marketing Innovations

4 August 2011

Search Marketing-2011Google Innovations

2Outline

• New Google Ad Formats• Mobile Search• Google +• New Measurement Features

3

Ad Formats64% of Companies Say Google’s Site Links Enhanced their Paid Search Performance

4Site Links

• Add additional links to a paid search ad• Makes ads more useful and relevant to searchers• Can highlight promotions

5Location Extensions

• Add store location and map to a paid search ad• Dynamically matches an ad with the most relevant location• Raise awareness with users close to your business

6Product Extensions

• Add product images and pricing to paid ad• Links to existing Google Merchant Center accounts• Increases profitability• Not charged for engagement, only clicks

7Seller Rating

• Add rating to paid search ad• Identifies highly rated merchants• Online store must be rated by 30 reviewers and have 4+

stars in Google Product Search

8Video Extensions

• Add video to paid search ad• Great for trailers, product demonstrations, or previews• Charged when users watch video for more than 10 seconds

9Mobile Search 49% of Mobile Searchers Made a Mobile Purchase in Past Six Months

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“Rise in Mobile Internet” ranks #1

Significance of Various Search Trends

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“I believe that in five years or so, mobile search will have overtaken desktop search.”

- Shashi Seth Yahoo! Senior VP of Search Products

• Mobile searchers are on the go• Searching on nights and

weekends• Keywords are shorter and have

more typos• Users are looking to take action,

NOW

Mobile Search vs. Desktop Search

12Mobile Features

• Site Links• Location Extensions

– Tells users how close they are to a business

• Click to Call– Insert phone number into Mobile

Ads– Shows relevant phone number

based on geography

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20 MillionUsers joined Google+ in 24 days

14What is Google Plus?

• Join Google + and build a following– Share content with different groups

• Add the +1 button to your content– Allow people to “+1” your content

15Effect on Search

• +1 will be located on all search results• Google + shows friend recommendations • Google + is likely to effect search results and Quality Score

– Recommended content indicates quality– Advertisers will likely be rewarded by an increased QS

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Measurement

70% of all non-brand revenue is from long-tail keywords

17Search Funnels

• Set of reports in Google Analytics

• Shows click and impression behavior leading up to a conversion

• Analyze “upper-funnel” keyword’s impact on conversions

18Analyze Competition

• Compare AdWords performance to other businesses advertising similar keywords

• Competitor information is confidential