Dr. Michael D. Featherstone Introduction to e-Commerce Google/Competitors/SEM
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Dr. Michael D. Featherstone
Introduction to e-CommerceGoogle/Competitors/SEM
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Monetized search by “Paid Placement’’
Could have bought Google for One Million – but had a strategic reason for not wanting ‘better search results’
Thought up a ‘better way’ to monetize search – IRONICALLY they were purchased by Yahoo!
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But something beside page rank has to going on to make Google the powerhouse it has become…Arguably, the most important technology company in the USA (or the world for that matter).
• How could Google turn this great search engine into a revenue producing process?
•How could they monetize Search?
•What would be their business model?
Google rejected both Paid Inclusion and Pay for Placement search monetization models
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Google searches display two types of results:
• Organic Results – The ‘normal’ search results
• Sponsored Links – Results which advertisers have paid for
THE BASICS OF GOOGLE SEARCH MONETIZATION
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Google searches display two types of results:
• ORGANIC RESULTS – The ‘normal’ search results
• SPONSORED LINKS – Results for which advertisers have paid
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Google searches display two types of results:
• ORGANIC RESULTS – The ‘normal’ search results
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Google searches display two types of results:
•SPONSORED LINKS – Results for which advertisers have paid
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Google AdWords
•Advertise to people searching on Google and Google’sadvertising network•Reach people actively looking for information about your products and services online.
Sponsored Links Bow Ties - Free Shipping.100% Silk - Self & Pre-Tied.Buy 3 get 1 Free. Only $14.95 each.www.buyyourties.com
Paul Fredrick Men's TiesDiverse collection of print & wovenluxury Italian silk neckwear.www.paulfredrick.com
Mens Bow TiesBrooks Brothers™ - Official Site.Shop Classic, Quality Fashions.www.BrooksBrothers.com
Boys Bow TiesThe clothes you love from J.Crew,now available for kids ages 2-10.www.JCrew.com
Bow Ties in Silk & CottonSelf-tie, pre-tied and clip-on.Over 200 patterns. Different sizes.www.kottydesign.com
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Google Google AdWords
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Google AdWords
•Advertise to people searching on Google and Google’sadvertising network•Reach people actively looking for information about your products and services online.•Easily control costs - pay only when
people click on your ad
Sponsored Links Bow Ties - Free Shipping.100% Silk - Self & Pre-Tied.Buy 3 get 1 Free. Only $14.95 each.www.buyyourties.com
Paul Fredrick Men's TiesDiverse collection of print & wovenluxury Italian silk neckwear.www.paulfredrick.com
Mens Bow TiesBrooks Brothers™ - Official Site.Shop Classic, Quality Fashions.www.BrooksBrothers.com
Boys Bow TiesThe clothes you love from J.Crew,now available for kids ages 2-10.www.JCrew.com
Bow Ties in Silk & CottonSelf-tie, pre-tied and clip-on.Over 200 patterns. Different sizes.www.kottydesign.com
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How does this differ from TV or Radio or even magazine advertising?
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How does this differ from TV or Radio or even magazine advertising?
For one thing – It can transport me right to the website where I can make an immediate purchase
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How do you pay for SEM ads – How it all begins…
Google AdWords are driven by key word auctions. For example, I am willing to bid up to $0.10 for the key words ‘bow ties’, ‘ties’, ‘bowties’, and ‘mens bow ties’. Others may bid more.
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Google AdWords – How it all begins.
Google AdWords are driven by key word auctions. For example, I am willing to bid up to $0.10 for the key words ‘bow ties’, ‘ties’, ‘bowties’, and ‘mens bow ties’
’These auctions are all “algorithmically driven”… that is to say they are all under ‘program control’.
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Google AdWords – How it all begins.
Google AdWords are driven by key word auctions. For example, I am willing to bid up to $0.10 for the key words ‘bow ties’, ‘ties’, ‘bowties’, and ‘mens bow ties’… at least until my daily advertising budget of $1.00 has been reached.
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96% of Google’s Revenue comes from advertising
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Google AdWords
Google AdWords are a (in my view THE) key element in the resurgence of e-Commerce and the ‘new dot-com’ era
BECAUSE
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We have only discovered the tip of Google’s iceberg of SEM revenue.
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Thank you for your attention
This Concludes Today’s Presentation
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