Date post: | 15-May-2015 |
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Upload: | accuracast |
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Phone: 0870 240 7847www.accuracast.com
Advertising Importance To Google &
The Threat To Other Industries
ByFarhad Divecha
Director, AccuraCast
© 2007 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Web 2.0 Marketing
Phone: 0870 240 7847www.accuracast.com
About AccuraCast
London’s leading search engine marketing agency
First & foremost mobile search marketing agency
One of the first Google Qualified Companies in UK
Provide 100% Ethical SEO®
Operations in the UK and India
Clients in the UK, USA, Europe & Asia
Founded in February 2004
© 2007 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Web 2.0 Marketing
Phone: 0870 240 7847www.accuracast.com
Clients
© 2007 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Web 2.0 Marketing
Phone: 0870 240 7847www.accuracast.com
Our Services
Search engine optimisation (SEO)Paid search advertising (PPC)Mobile search marketingMobile site design & developmentWeb 2.0 marketing
© 2007 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Web 2.0 Marketing
Phone: 0870 240 7847www.accuracast.com
Topics for Discussion
Evolution of Google Mobile usageGoogle AdWordsGoogle AdSenseSuccess of Google MobileOperators & advertisersSuccessful partnerships
© 2007 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Web 2.0 Marketing
Phone: 0870 240 7847www.accuracast.com
Before We Get Started…
Search characteristics on Google Mobile(Source: Google – Deciphering Trends in Mobile Search, M. Kamvar & S. Baluja)
© 2007 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Web 2.0 Marketing
Phone: 0870 240 7847www.accuracast.com
Before We Get Started…
Top 5 Google Mobile Search Categories(Source: Google – Deciphering Trends in Mobile Search, M. Kamvar & S. Baluja)
© 2007 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Web 2.0 Marketing
Phone: 0870 240 7847www.accuracast.com
Google Mobile User Evolution
Users type fasterMore users click on a search resultMore queries within a session Less homogenous queriesMore high-end devicesMore adult queries
© 2007 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Web 2.0 Marketing
Phone: 0870 240 7847www.accuracast.com
Google AdWords
Largest advertising platformNetwork reaches 80+% Internet users
(Source: comScore Media Metrics)
CPC & CPM bid pricingFormats
© 2007 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Web 2.0 Marketing
• Plain Text • Image Ads
• Pay Per Action Ads • Video Ads
• Print Ads • Audio Ads
• Local Business Ads • Mobile Ads
• Gadget Ads • In-video Ads
Phone: 0870 240 7847www.accuracast.com
Google AdWords Mobile
Ads shown on Search & Content network
Pay per click & pay per call2 ads per pageAd format:
– Headline (18 characters)– Description (18 characters)– Display URL (20 characters)– Phone number (Call [phone number])
© 2007 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Web 2.0 Marketing
Phone: 0870 240 7847www.accuracast.com
Google Mobile Content Network
Monetise contentNo setup feeNo minimumsNo maximumsPublishers get
78.5% of ad revenue from Google
© 2007 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Web 2.0 Marketing
Phone: 0870 240 7847www.accuracast.com
Success Of Google Mobile
Disproportionately higher impressions from Content
“Mobile searches are increasing rapidly compared to a year ago; they are growing more quickly than non-mobile searches. They are still a very small percentage of total searches, which
is of great frustration to us” – Eric Schmidt, Google CEO
Free Mobile AdWords till Nov 18Currently ads used for traffic & sales
© 2007 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Web 2.0 Marketing
Phone: 0870 240 7847www.accuracast.com
Future Mobile Search Products
Local business adsMobile content Image adsMobile content Video adsMobile in-video ads
Future problem: Click fraud
© 2007 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Web 2.0 Marketing
Phone: 0870 240 7847www.accuracast.com
Operators & Advertisers
Disadvantages:– Multiple platforms– Not as easy to use– Poor tracking & reporting– Separation from other media
Potential advantages:– Lower cost– Easier billing
© 2007 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Web 2.0 Marketing
Phone: 0870 240 7847www.accuracast.com
Successful Partnerships
© 2007 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Web 2.0 Marketing
Phone: 0870 240 7847www.accuracast.com
Open Handset Alliance
Goodbye GPhoneHello Android!
© 2007 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Web 2.0 Marketing
Phone: 0870 240 7847www.accuracast.com
© 2007 AccuraCast Limited
Any Questions?
Farhad DivechaDirector, AccuraCast
Phone: 0870 240 7847