Social Search will open New Opportunity for Online Advertisers
Posted: February 4, 2010 | John Fildes
As more web searchers bypass the typical search destinations to utilize search engines within their social media websites, Google and Bing offset the shift by announcing plans to incorporate social search into their search tools – an excellent counter move.
Interestingly this mitigation effort will quickly turn into opportunity for Google and Bing’s online advertising products. For example, Google will begin to spider an individual’s friend’s social media posts – let’s say on Twitter. In one of those Twitter posts, a friend mentions their admiration for a new Nike shoe. Google can seize this opportunity to position its ad words advertisement product in close proximity on the page and direct browsers to the product page on the Nike e-commerce website – resulting in a paid click when the searcher click’s the link to view the product their friend adores – a profitable outcome for Google.
And an even better outcome for the brand – in this case Nike. Along with extension of the Twitter viral marketing, Google’s social media search mechanism also delivers additional advantage that the ad display was based on recommendation by a friend – an influencer. This type of referral will often result in a shorter sales cycle for Nike. Furthermore, thanks to Google’s evolved ad word placement, Nike is positioned directly where the customer is when their interest is peaked and the customer is most likely ready to interact – an absolutely incredible opportunity for a brand.
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