6 Brand New Keywords Earning Google Over £1 Million
- May 6, 2010
- by Robert Weatherhead
Many companies benefit, and also suffer, from the impact of trends and new products entering the market. Companies lucky enough to have their products become the latest must have item can see revenues and profits sky rocket, but must consequently be prepared for the day that their product becomes yesterdays news and people move on to the next big thing.
One of the great things for Google is that whatever happens with these trends, it will always be set to benefit. As searches for one product decline, at the same time they rise for another, and whilst large scale market changes are going to affect their revenue base, the chances are users will simply switch their attention to another. As long as Google is able to monetise the latest up and coming market, then they will rarely see much of a hit to their bottom line.
To demonstrate this fact I have picked out 6 keywords which had zero or very little, search volume 12 months ago, but are now making Google over £1 million combined each month. I have tried to steer clear of brands, movie titles, bands/artists as these come and go all of the time. The 6 below are new products or services which either weren’t available or weren’t in demand 12 months ago.
I have calculated the monthly revenue using the Google Adwords Keyword tool, a 30% click through rate (CTR), and some factoring of my own (balancing of CPCs) to make the figures more realistic.
LED TV:
The latest TV technology to hit the market has actually been available since 2004 but has only recently hit the mainstream. As you can imagine the LED TV has become the must have item for the gadget lover and bachelor and search volumes have rocketed since Q2 2009. With this popularity and status for the new gadget on the market comes competition from suppliers pushing the bid price up. This means that Google is set to receive over £800,000 a month from this one keyword alone.
With 3,350,000 monthly global searches and a forecast CPC of £0.81 this would generate 1,005,000 clicks based on a 30% CTR and £814,050 in monthly revenue for Google.
Car Scrappage:
The government initiative aimed at bolstering the automotive market came about in February 2009 and produced a surge in searches by people looking to trade in their 10 year old car for a new one. Interest in the schemes obviously peaked when they were first announced as people were looking for more information. However, searches are still relatively strong and this keyword is earning Google a healthy amount each month.
With 301,000 monthly global searches and a forecast CPC of £0.20 this would generate 90,300 clicks based on a 30% CTR and £18,060 in monthly revenue for Google.
iPad:
Torn as to whether this was a brand or a product I decided on the latter and included it. Apple’s latest offering to the market caused a stir amongst the technology world and now produces over 11 million monthly searches. Even scaling down the CPC to £0.10 allowing for Apple’s dominance and assumed high quality score this is a huge new keyword for Google and additional keywords around it will undoubtedly appear as the product becomes more widely distributed.
With 11,100,000 monthly global searches and a forecast CPC of £0.10 (scaled down due to Apple’s dominance) this would generate 3,330,000 clicks based on a 30% CTR and £333,000 in monthly revenue for Google.
Antibacterial Gel:
Always available as a product but never really searched for, antibacterial gel came to prominence due to the swine flu epidemic as it became the recommended item to stop the outbreak spreading. A massive spike in searches ensued but this has continued ever since and there are still numerous companies advertising the gel in the sponsored search listings.
With 90,500 monthly global searches and a forecast CPC of £0.50 this would generate 27,150 clicks based on a 30% CTR and £13,575 in monthly revenue for Google.
Jeggings:
I’m told they are the latest fashion craze to hit the high street, and although I have never heard of them myself, jeggings seem to have taken Google by storm. Denim effect leggings, creatively renamed as “jeggings” have caused a stir in the retail market and with 201,000 monthly searches even with a reduced CPC to £0.20 Google is set to cash in on this craze.
With 201,000 monthly global searches and a forecast CPC of £0.20 this would generate 60,300 clicks based on a 30% CTR and £12,060 in monthly revenue for Google.
3DTV:
Another technological advancement from the world of television 3DTV has hit the headlines this year with international football matches broadcast in 3d across the UK. This has produced a surge in search volume around the technology and as 3D ready televisions are available on the market more and more advertisers are bidding on 3d related keywords. The current monthly search volume of 49,500 is bound to continue growing over the next 12 months as the CPC will continue to rise but it is already estimated to be generating nearly £10,000 each month.
With 49,500 monthly global searches and a forecast CPC of £0.64 this would generate 14,850 clicks based on a 30% CTR and £9,504 in monthly revenue for Google.
So there you have it, 6 individual keywords earning Google over £1 million revenue each month and that is without going into different variations or extensions on them. Yet another example of why the business of search engine marketing, when you have Google’s user base, will always benefit from any areas of interest which can be monetised. It also shows why so long as one trend replaces another, Google will rarely lose out. So long as people are using Google to find information on, and purchase, new products Adwords will continue to cash in and the Google machine will keep rolling on.
DIGITAL MARKETING MATTERS
Matt
The general point you are making is 100% spot on and isn’t something I had thought of but is one of those head slapping “of course” moments but I would argue a 30% click through rate is amazingly high for any keyword other than an exact match brand keyword.