What every paid search marketer needs to know about Google +1

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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

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Staying one step ahead The future affect of Google +1 on paid search advertising

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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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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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The future affect of +1 on paid search advertising

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

•  Who cares?

•  Google+ and Google +1 are intertwined

Image via IconFinder.com

“Google + on a trajectory to

surpass Twitter, LinkedIn, and

MySpace!”

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PREDICTION 1: +1's to have more impact on average position than quality score

Not logged into a

Google account

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PREDICTION 1: +1's to have more impact on average position than quality score

Better position, coincidence?

I doubt it

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PREDICTION 2: The value of a +1

Image via Google

•  If a +1 decreases your CPA, then it also increase your ROI •  When money talks, the big bosses listen!

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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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PREDICTION 3: The end of the PPC landing page as we know it

Traditional PPC landing pages won’t benefit from this crossover lift!

sponsored

organic

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PREDICTION 4: Bridging the gap between PPC and social

Landing Pages that Encourage

User Interaction

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PREDICTION 5: Promoted +1's?

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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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PREDICTION 5: Promoted +1's?

•  Google+ to remain advertisement free?

•  Promoted +1’s, promoted accounts

Google to look for “outside

the box” ways to generate

revenue

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PREDICTION 6: Demographic bidding for sponsored search ads

Google+ already collects some demographic and geographic information…

In the future: •  race •  sexual orientation •  religion •  interests •  income level •  activity profiles based on

comments, who you block, etc.

Highly Targeted

Demographic Bidding

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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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PREDICTION 7: Prediction targeting

Prediction Ads Based

on User Activity

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PREDICTION 7: Prediction targeting

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Be part of the future, not the past

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Thank you!

I would love to hear your thoughts on the future of Google+ and +1

Mathew Guiver mathew@e-storm.com

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