BarnRaisers

90% of all purchase decisions begin on the internet.  75% of us shop online before we buy offline.

$33.3 billion is invested in Google Ads every year to help influence those decisions.  It’s where Google makes 97% of its revenue.

TechCrunch recently published the 20 most expensive categories for Google keywords.  The infographic below shows the numbers.  If we group them, they reveal some surprising insights into our real wants and needs.  And what marketers pay for that knowledge.  Here’s the infographic followed by some insights into what they reveal about us.

Here’s what the 20 most expensive Google AdWord categories reveal about our wants and needs.

GROUP #1 (1-3):  WE WANT A BRIGHT FUTURE (45.8%/$49.2 CPC)

The biggest and most expensive group by far centers around our need for a brighter tomorrow and the belief we can have it if we invest in the things that matter most – our home, possessions and ourselves – today.  It accounts for almost half of all Google Adwords and businesses pay almost $50.o0 just for a click.

• INSURANCE: 24,0% of total/$54.91 average CPC (cost per clic
• LOANS (Student, home, etc.): 12.8%/$44.12 CPC
• MORTGAGE: 9.0%/$47,12 CPC_

GROUP #2 (3-6): WE WANT TO BE PROTECTED FROM SITUATIONS WE CAN”T CONTROL 9.8%

What we have is worth protecting.  Situations beyond our control risk taking it away, and we need the resources and people who can protect us.

• ATTORNEY: 3.6%/$47.07
• CREDIT: 3.2%
• LAWYER: 3.0%

GROUP 3 (7):  WE WANT TO GIVE BACK (2.5%)

Others are in need more than ourselves.  We want to help them if and when we can.

• DONATE: 2.5%

GROUP 4 (8-15): WE WANT TO INCREASE OUR PRODUCTIVITY (10.8%)

Technology and tools help us accomplish more.  We want to know about them, use them and have them help bring us closer to the goal of feeling fulfilled in our work.

• DEGREE: 2.2%
• HOSTING: 2.2%
• CLAIM: 1.4%
• CONFERENCE CALL: 1.0%
• TRADING: 1.o%
• SOFTWARE: 1.0%
• TRANSFER: 1.0%
• GAS/ELECTRICITY: 1.0%

GROUP 5 (16-20): WE WANT TO CORRECT SERIOUS SHORTCOMING (5%)

If our frailties take us off course or down the wrong path, we want to make amends and come out stronger.

• RECOVERY: 1.0%
• CLASSES: 1.0%
• REHAB: 1.0%
• TREATMENT: 1.0%
• CORD BLOOD: 1.0%

Taken as a whole, these reveal not greed, status-consciousness or everybody is out for themselves; It shows what we really want is fulfillment, security, productivity and to make amends if we get off course.

These are what the insights from the most expensive Google AdWord categories reveal to me. What do they reveal to you?

For people interested in social media, the question asked most often these days is: “What do you think of Google+?”

What people are asking is: “Is Google+ going to be as big as Facebook, Twitter and LinkedIn?” And what they are thinking is: “How many more social networks do we need?”

In my opinion, Google+ is going to be as big as Facebook, Twitter and LinkedIn and, after Google+, the market for major social networks is going to be near saturation.

Why? Because Google+ is a new-old idea.  Here are 5 reasons to explain.

1. FOR THE FIRST TIME, A SOCIAL NETWORK IS CENTERED AROUND SOCIAL ”CIRCLES,” WHICH IS THE WAY WE’VE ALWAYS BEHAVED:  The biggest point of difference for Google+ is it is founded around “circles” and we have to think about the circle where people belong.  Simple as this idea is, it is the first time social circles have formed a social network.  This is a step beyond fans, followers and connections; yet, it’s something we all do as human beings and have always been doing.
2. FOR BUSINESSES, SOCIAL “CIRCLES” TRANSLATES TO THE BENEFITS OF CUSTOMER SEGMENTATION:  One of the 1st principles of marketing is not all customers are created equal.  There is the 80%/20% rule – 20% of customers account of 80% of sales.  There are heavy, medium and light users as well as loyal customers and brand advocates.   Through ”circles,” Google+ gives businesses built-in customer segmentation and that’s a big competitive advantage.
3. GOOGLE+ IS A “CHALLENGER” BRAND.  Google is openly stating Google+ is going to compete head-to-head with Facebook.  There is plenty of history to suggest this is not going to happen.  Consider Google Buzz, Google Wave and Orkut.  Maybe Google+ should have started with smaller ambitions.  Nah.  That would take away from the allure of a “challenger” brand; one we root for and want to win as Adam Morgan describes in his book, Eating the Big Fish.  A “challenger” brand is not a new idea.  Look at Avis vs. Hertz, Pepsi vs. Coke and Apple vs. Microsoft.  Google may be too big to be an upstart but they know the value of a “challenger” positioning.
4. EVERYBODY WANTS SOMETHING THAT IS ONLY AVAILABLE TO A SELECT FEW.  It might seem counter to social media to launch a social network by invitation only.  But that’s what Google+ did.  Why?  They know the quickest way to build mass appeal is to make it accessible to only a small group.  That way, we all want it more and prize it more highly once we have it.
5. GOOGLE IS A “GIVER” IN A WORLD FULL OF “TAKERS.”  Google gives away much of what it does – search, analytics, software – for everyone’s use.  Many of the businesses in this country would not be able to do business or do it as well without the aid of Google products they are getting for free  When it comes to getting behind something, we want to support someone who is more likely to give than want to get.

Google+ may not be first mover, but it fulfills a very legitimate social need, business need, is well-position and has been brought to market in a highly intelligent way.  I also think many of us are rooting for Google  this time around.

How about you?

Search Engine Optimization and Social Media are two relationships vehicles meant to work together.  We have Google to thank for making this happen and it’s a relationship built to last.

Google determined ”links” to be of primary importance for a high search ranking.  What matters to Google is who goes to your site and who goes to the sites of people who go to your site.  These links means your site has “authority” and authority means a higher ranking by Google’s standards.

Simply letting viewers know, on your website, they can follow you on Facebook, Twitter, etc. increases links.  Since Facebook and Twitter friends and followers can be substantial (130 and 129 on average), social media is important to search.  If you blog, publish frequently and readers follow, your site gains: Frequency X Links X Time spend on your site = A powerful effect on search ranking.

What this is doing is significant.  It’s changing online marketing for a monologue to a conversation.  In the old world of search, everything was focused on talking with and winning over Google.  Now, it can be balanced with talking with and winning over consumers.

For any business or brand, search and social media should support one another.  Here are 5 ways to use Search and Social Media for better results.

1. BALANCE KEYWORDS WITH CONVERSATIONS:  Keywords are the currency for search and social media but conversations around them matter.  Social media lets you listen to what people say, see how much conviction they have and understand what is their emotional involvement.  For your key keywords, do a little investigation on conversations around them.
2. LOOK AT DESTINATIONS WHERE KEYWORDS ARE FOUND:  Where keywords occur is important.  For example, we recently did a “Social Search” for a company that markets over-the-counter female contraceptives.  The keyword used most often to find contraceptives is “birth control.”  It is most  often found in blogs and communities for women like iVillage.  There, it is associated with passionate discussions around a “woman’s most fundamental right.”  ”Birth control” is also found on questionable Facebook pages that serve as cheap dating services.  Same keyword.  Same search value.  Where would you choose to begin a discussion about your brand?
3. FIND ADVOCATES AND BUILD RELATIONSHIPS:  There are online conversations happening about your business right now.  If you’re done #1 and #2, you can find advocates.  Engage.  Be human.  Show appreciation.  Build relationships.  I guarantee it’s worth the effort.
4. EXECUTE SOCIAL MEDIA “CONTENT SEEDING” WITH SEARCH “LANDING PAGES:”  In order to benefit from keywords, many companies build “landing pages” with content including important keywords.  This helps benefit from keyword searches, establishes links and avoids having to make frequent changes to website pages.  Now, social media gives an additional option.  Put these keywords in social conversations.  It adds reach and valuable connections in visible and targeted online destinations.
5. MEASURE RESULTS, LEARN AND REPEAT: Both search and social media share the same characteristics of giving real time results that are easy to modify.  For both, establish a schedule for measuring and increase what’s working and pull back on what’s not.

There are some great companies advancing the dialogue on Search and Social Media.  Some I find particularly helpful are Hubspot and SEOmoz.  They’ve taught me a lot so I hope what I can pass on helps.