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

1 ® 2011 e-storm international

"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


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


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


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


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!”


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

Not logged into a

Google account


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

Better position, coincidence?

I doubt it


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!


PREDICTION 3: The end of the PPC landing page as we know it •  +1's are shared between organic and sponsored listings...


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


PREDICTION 4: Bridging the gap between PPC and social

Landing Pages that Encourage

User Interaction


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



•  Google+ to remain advertisement free?

•  Promoted +1’s, promoted accounts

Google to look for “outside

the box” ways to generate

revenue


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


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



Prediction Ads Based

on User Activity




Be part of the future, not the past


Thank you!

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

Mathew Guiver [email protected]

Visit our website:

www.e-storm.com Come Follow us:

Twitter Facebook Google+

LInkedIn

Technology

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