Class presentation on how Google has changed the advertising landscape.

1. How Google changed the
advertising landscape forever
Lindsay Strouse
Advertising Campaigns
31 October 2012

2. Google Timeline
1996
Larry Page and 2005 2007
Sergey Brin create 1998 Apr. 1st,
2004 Google Maps & Google Jan. 2011
a search engine First Google Gmail is Google Earth is releases Launch of
called “BackRub” Doodle launched launched Android Google+
1998 2000 Aug. 18th, 2004 2006 Sept. 2, 2008
Google is AdWords is Google goes Google acquires Launch of
founded by launched public YouTube Google
Page and Brin Chrome

4. Company Mission
Google’s Mission
Organize the world‟s information and make it universally
accessible and useful.
“The perfect search engine (…) understands exactly what
you mean and gives you back exactly what you want.”
- Larry Page, Founder and CEO of Google

5. Google’s Ten Commandments
Focus on the user & all else will follow.

6. Google’s Ten Commandments
Focus on the user & all else will follow.
It‟s best to do one thing really, really well.

7. Google’s Ten Commandments
Focus on the user & all else will follow.
It‟s best to do one thing really, really well.
Fast is better than slow.

8. Google’s Ten Commandments
Focus on the user & all else will follow.
It‟s best to do one thing really, really well.
Fast is better than slow.
Democracy on the web works.

9. Google’s Ten Commandments
Focus on the user & all else will follow.
It‟s best to do one thing really, really well.
Fast is better than slow.
Democracy on the web works.
You don‟t need to be at your desk to need an answer.

10. Google’s Ten Commandments
Focus on the user & all else will follow.
It‟s best to do one thing really, really well.
Fast is better than slow.
Democracy on the web works.
You don‟t need to be at your desk to need an answer.
You can make money without doing evil.

11. Google’s Ten Commandments
Focus on the user & all else will follow.
It‟s best to do one thing really, really well.
Fast is better than slow.
Democracy on the web works.
You don‟t need to be at your desk to need an answer.
You can make money without doing evil.
There‟s always more information out there.

12. Google’s Ten Commandments
Focus on the user & all else will follow.
It‟s best to do one thing really, really well.
Fast is better than slow.
Democracy on the web works.
You don‟t need to be at your desk to need an answer.
You can make money without doing evil.
There‟s always more information out there.
The need for information crosses all borders.

13. Google’s Ten Commandments
Focus on the user & all else will follow.
It‟s best to do one thing really, really well.
Fast is better than slow.
Democracy on the web works.
You don‟t need to be at your desk to need an answer.
You can make money without doing evil.
There‟s always more information out there.
The need for information crosses all borders.
You can be serious without a suit.

14. Google’s Ten Commandments
Focus on the user & all else will follow.
It‟s best to do one thing really, really well.
Fast is better than slow.
Democracy on the web works.
You don‟t need to be at your desk to need an answer.
You can make money without doing evil.
There‟s always more information out there.
The need for information crosses all borders.
You can be serious without a suit.
Great just isn’t good enough.

15. Google Search
“Parisian Love Story”
(Brought to you by Google Search!)
http://www.youtube.com/watch?v=nnsSUqgkDw
U

16. Google Chrome
“Dear Sophie”
(Disclaimer: You will cry)
http://www.youtube.com/watch?v=R4vkVHijdQk

17. Changing the
Advertising Landscape
Search Engine Optimization

18. What is it?
• A service that allows businesses to create ads and choose
keywords related to their business in order to enhance users‟
Google search.
• Serves as Google‟s biggest single source of revenue.
How does it work?
• By purchasing a number of key search terms, a company‟s ad may
appear next to the organic results when a user performs a search.
• Companies are able to advertise to an audience that‟s already
interested in them.
Benefit
• Provides a direct link between the consumer and brand.
• Eliminates clutter from competitors‟ advertising.

19. AdWords in Action

20. Google as an Advertising Company
• Gmail‟s controversial privacy policy
• Intent on „beating‟ Facebook advertising
• Focus on sponsored ads rather than
providing great content
“The Google I was passionate about was a
technology company, the Google I left was an
advertising company.”
– James Whittaker, former Google executive

21. Changing word-of-mouth advertising

22. Effect on Consumer Behavior
• Traditional brands evolve based on changing consumer
behavior
• Google has the ability to change consumer behavior and
intentions through tools such as Google Instant

23. Personalized search results

24. Current & Future Challenges
• Mobile’s effect on Google Search and
Advertising
• Cost-per-clicks (CPCs) declined by 15% in Q3
• Clicks for paid advertising have decelerated in
growth
• For the first time, number of organic desktop
queries have declined
• Proves consumer shift to mobile
• Mobile decline coming from consumers not on
Androids

25. Key Takeaways
• Google has changed the advertising
landscape forever
• Provides an accessible channel to bring
advertising online
• Has ample opportunities to leverage mobile
• Innovations such as Google+ have added a
social aspect to advertising
• Opens up a wider conversation around online
privacy and data sharing.