2010 AdWords Predictions From A Google Insider

Predicting Google is tough.

It seems like every other week, they advance the game...

And often it's done by surprise.  

You have no way of knowing what to expect.

This is why I was delighted when I recently posed the question to a Google Representative, "What can we expect from AdWords in 2010?"

The response was one word:

"Re-targeting"

What the heck is that, you ask?

Well, if you're a marketer, then you know the power of following-up with your prospects.

They may not be ready to buy from you the first time they hear from you..

But, by the 7th time, they're ready to buy.

Well, this is what re-targeting brings to the table.

Imagine a visitor reading their favorite site.  He or she sees your ad and clicks...BUT does not buy.

Then, a few minutes later, the same visitor goes to another website... and whaddya' know, your ad appears again... then on a third site... a fourth... until your message finally hits home.

You get the click and the sale.  

It's as though your ads "Follow" your prospects.

As you can imagine, this is a major breakthrough and will change the game big time.

Forget the search network when there is so much cheap, targeted traffic on the content.

So, here's my big prediction for 2010 you can take to the bank,  "2010 will be the year of the content network."

You see, right now, there's a massive amount of quality cheap ad space.  But, there's just one catch.  Tapping into the content network is not like it is with search.

You need to use solid direct-response style ads to make it profitable.  Your ads need to stop prospects in their tracks, get them to click, and set them-up for what's to come.

Listen, if you're only using text ads on the content network, you're barely scratching the surface of what there is to offer.  You need to be using all of the sizes of image ads.

Most advertisers are too lazy to create and then optimize their image ads.  As a result, it's easy for you come-in and dominate IF you take the content network seriously.

After all, there is LOADS more traffic here than in search.

Of course, I am a little biased in this prediction.  Though, I firmly believe you're going to be hearing about the content network non-stop in 2010, in a few weeks I am launching version 2.0 of AdText Image Creator...

A tool that allows you effortlessly create killer image ads with a few clicks of your mouse and then upload them to Google in tight ad groups.

The test results I've been getting so far in clients' campaigns have been phenomenal (if you own version 1.0, you ain't seen nothing yet).

And here's what I am going to do to thank you for being a loyal reader or customer and celebrate the new year.  I want you to leave your prediction of what you think will happen in 2010 in AdWords or search marketing in general if you prefer.  What do you think 2010 will be the year of?

If we can get at least 10 predictions, then I will choose the best one to get a free copy of AdText Image Creator 2.0 when it's ready and before it goes on the market.  If we can get at least 25 comments, then I will choose 3 of the best responses.

If all of the responses are great, then we'll toss your name into a hat and choose at random.

So, go-ahead and participate to get your chance to win.  This tool will not be cheap and we are seriously considering capping the amount of copies that are sold in order to give owners a major advantage.  

I look forward to hearing about what you see in the future...

Comments

[Wayne Hairston]

My prediction for 2010...
More people will be surfing the Net using mobile devices. They may not have the ability to complete an online offer because of distractions in their surroundings. So re-targeting image ads that contain toll free phone numbers will be vital. In-bound call centers that process these orders will play a major role.

[Scott Harvey]

I think that 2010 will continue with Google thinking that they are omnipotent, cutting off advertisers for life based on promoting the wrong "make money with PPC" product from a CPA network.

Oops, there I go again...bitter, sorry...

I do believe that Google will continue to be ruthless to rid THEIR world (they obviously aren't shy of reminding us that they don't need us, and everything is about the web searcher) of all the scumbag advertisers out there (which is great), but will also catch plenty of other harmless people and put them out of business.

As such, I see Yahoo/Bing gaining substantial market share in 2010. Obviously Google will still dominate for a long time...but then again, so did Altavista at one point.

In addition to Yahoo/Bing growing, I think that media buying in general will grow substantially - AdReady, Pulse360, and about 100 others.

Sorry to go on so long!

Thanks,

Scott

[Justin Finkelstein]

In 2010, Google will relax it's slapping. Crazy thinking but this will be the year when advertisers will start to realize that Bing is great, PPV is better. (I can at least dream, can't I)

[Clayton Johnston]

Hello A M Kahn,

It's always a pleasure to receive your insights into Adwords and Search Engine Advertising...

I agree with you totally that there will be a huge surge in Google content advertising... As well as content advertising all over the web !!

I read the other day that Google make 90% of their income from content network, and it may be 5 to 10 years before they can saturate their network with ads... So there is plenty of scope for small to medium web marketers or work at home mum and dads to really take advantage of this trend !!

But if what you say proves to be correct then Google have set the standard again if they can create a system where the ads actually follow the web surfer... That is unbelievable, but great for people who take the time to learn the skills now !!

My prediction for 2010, is that we are going to be absolutely pounded with New Products and Tools.... We have already seen this in the last 6 months... The number will jump to 10 x times the amount of what we have seen the last 6 x months....

Some of these ground breaking tools will be....

Keyword Tools for Long Tail
CPA Products and Courses
PPC Products and Courses
Automatic Ad generating Tools
Niche Word Press Auto Sites
Niche Landing Page Auto sites
Niche Squeeze Page Auto Sites
Affiliate Marketing Courses

There will be that many tools and courses to choose from, that people will start taking the Mentors and Coaches a lot more seriously and the really good ones will begin to command really big money...A s if they don't already !! The Mentoring Profession will really grow in 2010...

As we have all found, in the long run it is a lot cheaper to pay for the right info and business model to begin with..... Why spend $100,000 over a number of years just trying to learn all of this stuff, when Mentors and Coaches have already spent the time, energy and money going through all of the headaches....

My prediction is we will be flooded with 10 x times the amount of Tools and Products we see now in only 1 x year !! The stress of choosing what system is right for you will be enough to give you may sleepless nights...

2010 will be the year that the Internet Marketing Coaches and Online Mentoring will truly become an In Demand Profession.....

My other prediction is there will still be millions living in poverty in all of our countries, and the only way that we can change this is by grouping together and sharing our knowledge to make a difference in someone's life so they can then do the same for somebody else... We should not be relying on Governments and Corporations to create our future for us any longer...

We are a new race of people, Global citizens and we are tired of the Fear that is in the papers and on the television daily.... It starts with each one of us to change our own thinking first before we can help others.....

Have a great day Mr Kahn

Clayton Johnston

" Many Minds Make Light Work "

http://www.webtrafficmentor.com

[Bertrand]

There is growing buzz coming from various internet marketers about the predominant role that the Content network will play in 2010. Because of cheaper cost per leads than in Search, growing search competition, new exciting tools coming up like AM Khan's AdText Image Creator 2.0 (which I would love to try out), and the sheer size of the content network,all this makes it a very appealing new ground for marketers. looking forward to seeing what Googles has in store for us to help us tap into it even more efficiently

[terrance]

I agree that the content network is going to be big, and its greatly under used. I think 2010 will be big for local search as well as mobile with googles purchase of admob.

[Koorus.org]

Image ads are great, but I don't get why it takes Google two weeks or more to approve them!!

My prediction for AdWords in 2010 is that the new, flat rate PPC "Local Listing Ads" are going to be a huge game changer for local businesses.

[AndyFH.com]

Hi there,
That is very freaky info but no doubt awesome to be able to set your ad to follow your prospect!
I assume it will re-appear on relevant sites only so may be a day or more before they see it again? Still need to get my head fully around the concept!
I think 2010 is going to be the year of the honest, value providing marketer.. Google is really going at cleaning up the nonsense so that will be a great thing for the standard everyone will need to strive for.. Look out for the FTC too!
Cheers
Andy

[Gary]

Hi, interesting post. I agree that few people are exploiting the content network as it should be, probably because there hasn't been a product to help until now?

My thought is that 2010 will be when real-time search hits the headlines bigtime and REALLY takes off. Think of finding customers who are looking for your product at that moment rather than how many searched for it last month.

[Christopher Rose]

One thing that is 100% certain is that AdWords is going to become both more competitive and more expensive so a tool like AdText Image Creator will give those who have it a real competitive advantage.

[Adam]

2010 will be the year of local and mobile ads.

Re-targeting to reach audience on the go. Google will actively promote mobile advertising with Adwords.

Now, your ads can really "follow" your prospects, detect their location, engage them any time, any where.

Just last month, Google launched a new site, Go Mobile! to help marketers be even more effective with mobile advertising.

Go Mobile!
http://www.google.com/mobile/gomobile/advertisers.html

Just look at the number of Google applications they wanted mobile users to use: http://www.google.com/mobile/gomobile/

Of course these applications will come with AdSense and contextual advertising. Content network as well as emerging blog, video and social media networks will make a mobile-friendly version of their websites if they not have already done so.

Google claims 50% of all new internet connections in 2009 will come from mobile phones. Marketers and website owners would wise up to tap on this growing trend in 2010.

If there are less than 10 participants, will there still be a winner?

Pick me, the prize will be a great Christmas gift! :))

[Michael Bartlett]

Yes Yes Yes!

Also more and more video and PPV!

[Bob Dale]

I believe the huge opportunity of 2010 with be the mobile platform where is Google serving ads. I also believe that most marketers don't know how to run ads there and it will be wide open to those who do.

[Frank]

I think the mobile ad platform will be aggressively pursued by marketers-probably the retargeting technology will help the most here just reminding potential customers of your offer. Most direct response offers from the IM world do not seem to fare well on the mobile ad networks but they can help build "buzz" and brand awareness.

[V. Young]

2010 A year of Innovation. Out with the old, in with the new. New Tools, Software beyond that which we are using today. New Shortcuts to save even more time. New Applications. THE Word is NEW. I also believe that Google will be in for a Slap of its own. The longer the Chain the Weaker it Becomes, and Googles chain seems to grow weekly sometimes daily. Google has turned a lot of users away from Google to other Sources and continues to do this on a daily basis. Unfortunately, one must still use Google on occassion due to the lack of Strong Competition. This will Change.

[darren elijah]

Repetition + Frequency = Monetization...
It's a beautiful thing.

Wow AM, it's about to get hectic! The content network, mobile marketing, ppv...the possibilities are endless.

Lets us bow down to the All Exalted, Grand-High Poobah--The "InterGoogle"!

[Mike]

I agree much with what Scott Harvey has to say. Yahoo and MSN will see an increased market share, simply because Google is such a failure at customer service. It wouldn't surprise me if they tell AdWords advertisers they have to begin using snail mail to contact customer support, because it allows Google to probably cut down on computer costs to the delight of their shareholders.

I also wouldn't be surprised to see a class action lawsuit against Google for recommending that people who start AdWords campaigns leave the content network on. Google is essentially insuring that a new, inexperienced advertiser will financially fail.

Finally, I believe that Google will have to get away from this "hide your head in the sand" attitude of theirs. They are one of the worst companies in the world to try and contact, and I guess they assume everybody else has plenty of time to waste attempting to reach them. Somehow American Express can afford phone support -- why not Google?

In the real world, real people speak on the phone. I wonder whether the CEO of Google conducts shareholder meetings by e-mail???

[Greg Browman]

I believe we are completing a cycle of sorts. As a species we always want something new to tickle our minds, to surprise us, to keep us interested in going on with our lives. Google needs to come up with something for the user that breaks the boundries of what they are used to. My prediction is that Google will create a kind of search village based on their habits. I think it will tie in to social media in a way that will offer the opportunity for the user to see their community in one picture, one screen. This is an evolution and culmination of many existing platforms brought together for individuals creating a kind of shopping/social tribe effect. It is Internet bio-mimicry. The opportunity for marketers and Google will be in "coloring in" the village with shopping opportunities (ads).
Google if you read this I want my CUT.
Peace
g

[Jan]

hey

I have several predictions...is that ok too?

Well, the content network in my mind was already getting popular in 2009. But another thing I think will be popular is what many are starting to mention: PPV (pay per view). Perhaps you could call it "content network" as well, but its more specific perhaps.

What is also going to be hot(ter) is the whole "be your own internet consultant" thing, where there will be more and more courses offered to have your own consultancy business - so this might mean that there will courses to become your own adwords consultant as well. What that will do with adwords, who knows...

Finally, related to this are video-ads. I think they will be hot as well. Google has technology I was "told" that can "hear" if your keyword is really mentioned in the video. Notsure where it will go but it could be used to our advantage somehow.

Of course, I have really not a clue ;-)

Jan

[Mike]

28 years after the debut of "E.T., The Extra-Terrestrial," 2010 will be the year of "PHONE CHROME!" Imagine the the advertising revenues potential if Big G figures a way to offer to users free worldwide phone service via Google Voice to replace the mean and nasty phone companies that keep jacking up our monthly bills for land lines (remember those?) and cell phone plans. Of course, we might have to listen to a ten second audio ad before being connected to the person we're calling, and the audio ad could be dished up to us based on our previous Google Voice conversations that Big G would listen to and select a targeted advertising based on what was discussed.

And imagine the new BtoB Ad dollars that Google coul generate by finally convincing hard pressed IT departments that Chrome and Google Apps are finally fast and stable enough to get the job done in a business environment. Big G could find a way to serve up contextual ads on our monitors based on what gets tapped out on each keyboard in the cube farm.

And imagine what B-B advertisers would be willing to pay to serve up a contextual ad to the suits that make million dollar buying decisions in the corner offices. It would be quite easy to determine which user has buying or influencing authority based on what words get typed on a pc in a business environment using Chrome and Google Apps, and then dish up the right targeted ad to that pc user. What do you suppose the pay per click might be worth to an advertiser of million dollar capital goods equipment if Google could deliver an ad targeted to the specific keywords likely to be typed into a Chrome/Google App application by big company purchasing managers and specifiers of their products.

And really, so what, if it means saving billions of dollars that businesses spend each year supporting expensive, buggy, slow and unsafe MSFT products that the corporate types continue to buy?

Yes, global domination of both BtoC and BtoB advertising revenues is close at hand via our phones, our work computers and our home/mobile computers.

Do no evil, maybe. Orwellian, maybe not. But in 2010, as Spielberg put it, "PHONE CHROME, PHONE CHROME"...

[Digby]

I predict that the most important thing in 2010 will be the same as it was in 2009, 2008....1998.

That is we have will have to get off our butts to act to make things happen. It's always been that way with IM Marketing and always will be.

Just my 2c worth...

Cheers

Digby

[Linda]

2010 holds many opportunities for success. Perhaps, Google will add more free tools for internet marketing or add to their existing ones. Or maybe, they will lower their cost per click because of all the lost revenue from false advertisers due to the FTC's policy that will go into effect December 1st which polishes the old saying, "Honesty is the best policy".

[Brian]

2010 will continue to widen the gap that separates the financial winners in online marketing from those that don't keep up with new tools, techniques and trends that shape our industry.

One must study and adapt to the trends in online marketing that will occur and take action before everyone else if they want to excel and profit.

For example, I predict a big shift for sources of traffic and marketing on domains other than .com, .net and .org.

Google has predominantly favored these TLD domains in SERPs. But that trend will change significantly in 2010.

Today it is hard to find short legible .com, .net, .org domains.

So where does the world go to put all its new and desired content? In what new formats will this content be delivered to the micro and mobile internet device user?

Isn't this requiring new media that is different than has been developed previously for most computer users?

Content will always be the driving force of the internet. If the world must post to other TLD domains its new and unique content which drives mass traffic to these new portals, then will they rank in Google?

In 2010 we need to keep watch and see if new TLD domains rank more and more in Google and the other major search engines. This will be an indicator.

How are search results going to vary based on the type of internet device use for accessing Google; specifically the new mobile applications.

How will Google vary the SERPs for a keyword query, if you make a search from a computer with Windows XP, Firefox 3.1, P3 chipset, ....versus a Nokia 90000X with turbo game-video mobile chipsets and hologram video beam?

Watch and study, because this will tell us where and how to advertise with Google or other media traffic firms.

Google will have to break away from its SERP favoritism to the .com, .net and .org domain ranking. What opportunities does this create for the early adopters?

Web 2 generated traffic is already favoring other TLD domains; i.e. bit.ly. This trend is not going to stop, but continue to shift how the internet evolves.

So where does content advertising go next?

Revenue for Google is going to come from many new places in 2010 as clicks will occur on these non-ranked obscure domains we never thought would be getting traffic. Who will respond to this trend!

With the typical user seeing 10 search results per page on Google Search, will this be the best format in the future? How will this affect Adwords?

New internet devices will change how people prefer to find information through the search platforms.

How will ads be best developed for new mobile internet devices? It is all new opportunity, isn't it?

Revenue for Google will come from many of these new ads that are not designed to be on Google's Search results pages or their content network.

Will ads on the content network have to be different to work both on typical websites and those for the mobile platforms?

How often will Google have to change their algorithm to adjust which website is best to show different types of ads? So far, they have shown to be the best performer, but that may change with Bing and other internet companies coming back to gain market share.

Gaining momentum are sites featuring breaking news and hot trends that will generate clicks solely from WEB 2 traffic. Who will best rank these sites in their search results? How will you capture this traffic for your benefit?

Google bots and SERPS may not index this content in time before the news or trend is old content! Who wins here and how?

New applications and site designs for mobile internet will create new ways for advertising not in Google's control. New opportunity is wide open in this arena.

How will Google rank sites that have Adsense ads versus sites with non-Google ads? Will shareholders be complaining if Google's SERPS are sending traffic to websites featuring its advertising competitors?

Do you agree there is more opportunity than ever before for those who ride the front of the wave?

Let's ride the content network in 2010 and make a lot of money so we can use it to succeed in this ever evolving and exciting internet business world in the years ahead.

[Don P]

2010 and beyond.
I predict that Google will start pre-approving vendors in select categories to allow that content or text ads can be built on the fly as searches are happening. Based on approved keywords that G has presold a vendors ad will match the search terms exactly, then send the searcher to a self populating (keyword matching) webpage. It will make the search boring but perfect. Just what Google wants.

[David]

With the evolution of ad serving technology and much to the consternation of Google - I'm predicting the arrival of a New Company (merger or startup) that offers web properties, advertisers and marketers a better deal.

I think Google's behavior has created an atmosphere of reprisal and opportunity for a competitor. Who wouldn't like to flip them "the birdie" and take their business elsewhere? Yes, it's hard to imagine, but so was Google.

Indeed, image ads and the content network will be *HUGE* in 2010 but with some creativity, image ads can also be a gold mine elsewhere. And I'm predicting that *elsewhere* may be a great opportunity just on the horizon.