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SESSION 4: Search Marketing18th June 2009 10.00am
Presented By: Cristina Sagarduy
1. Phones: Please ‘MUTE’ all phones
2. Mobiles: Please turn-off or move these
AWAY from your desk phones
3. Questions: Please write down any
questions and email [email protected]
Before we start…
Today’s agenda
• What is Search?• Defining Search Engine
Optimisation (SEO)• Defining Paid Search Engine
Marketing (PPC)• Defining & delivering Search
excellence• OMG Search product• How to sell search
4
What Is Search?
Search: Seeking – and finding – relevant and useful information.
Google’s Mission: Organize the world's information and make it universally accessible and useful.
5
Search: One of the most popular online activities
74.2 billionInternet searches conducted worldwide in June 08; that’s
11.1 searches for every person on Earth, in one month.
If every search were a mile, we’d go to the sun and back nearly 5 times every year.
Sources: comScore qsearch, June 2008, (divided over 30 days for per day value); world population as of July 2008, distance to the sun, Wikipedia.org.
$38,549 $42,525
$43,688$52,326
$21,106$23,797
$8,798$10,374
$7,325$8,484
$11,060 $19,384
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2007 2010
EMEA Ad Spend
Internet
Radio
Outdoor
Magazines
TV
Newspapers
6
Search will be 7% of EMEA media market by 2010
EMEA Total Media Market
$130bn $156bn
Sources: PriceWaterhouseCoopers Global Media and Entertainment Forecast 2007-2011
14% internet8%
Search represents nearly half all online ad spend in EMEA
CAGR 4.8%
2007 2010
$5,284$8,873
$4,186$6,307
$2,665$3,101
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2007 2010
EMEA Online Spend
OtherDisplaySearch
EMEA Internet Ad Spend
$11bn $19bn
CAGR 21%
2007 2010
49% search43%
What drives consumers to Search?
37%
30%
39%
20%
40%
67% of online search users are driven to search
for information about a particular company,
product, service or slogan by an offline channel
63% of searchusers who research
online, purchase offline
Source: iProspect, “Offline Channel Influence on Online Search Behavior,” 2007. (Q. Within the last six months, which of the following prompted you to go to a search engine to look for information on a particular company, product, service, or slogan? Select all that apply.)/ RAB Word of Mouse Study 2007.
Search engines: who are the players?
Search engines – the leader is only one
BG google.com 95%
CZ seznam.cz 59%
EE google.com 58%
HR google.com 98%
HU google.com 93%
LT google.com 97%
LV google.com 97%
PL google.com 92%
RO google.com 93%
RU yandex.ru 56%
SI google.com 79%
SK google.com 93%
UA google.com 61%
Google leads in 11 of 13 analyzed markets
In 8 countries reaches over 90% share (Croatia 98%, Lithuania and Lativa 97%!)
In majority of the markets where Google is the leader, second player do not reaches higher share than 4% (3 exceptions: Estonia, neti.ee – 37%, Slowenia, najdi.si 20%, Ukraine - Yandex 20%)
Czech Republic – seznam.cz – 59% (Google 34%)
Russia – yandex.com – 56% (Google 24%)
Source of data: gemius/Traffic [09.09.2008 – 06-10.2008]NOTE: The search engine ranking is calculated using the percentage of visits generated by search engines to sites using gemiusTraffic. Then an average from the percentage of visits is calculated for every search engine.
Search engines
2007 2008change (p.p.)
Latvia 90% 97% 7%Poland 84% 92% 8%Slovakia 88% 93% 5%Slovenia 67% 79% 12%Ukraine 54% 61% 7%Google is not only the leader in most of the CEE countries, but also strengthens it's position.
Neti.ee vs. Google in Estonia Google in selected countries
0%
10%
20%
30%
40%
50%
60%
70%
neti.ee google.com 26.12.2006-06.10.2008, weekly data.
Source of data: gemius/TrafficNOTE: The search engine ranking is calculated using the percentage of visits generated by search engines to sites using gemiusTraffic.Then an average from the percentage of visits is calculated for every search engine.
April 2008
Google is the market leader in search
Hungary95%
Poland92%
Ukraine64%
Croatia72%
Czech R.31%
Romania73%
Slovakia52%
Bulgaria56%
Lithuania
97%
Latvia97%
Estonia63%
Sources: Gemius CEE, Ipsos Mori surveys
Turkey90%
Search Marketing: What is it?
Pay Per Click Search Engine Optimisation
What is Search Engine Optimisation (SEO)?
• Forget the hype, SEO is about the process of making great web sites that earn traffic and convert visitors into customers
• Increasing visibility in the Search engines natural listings
Organic Search Results
In a Nutshell
Content
QualityRanking
Relevancy
Is to achieve a high, stable and long term presence at the top of the engines for phrases which have both high volume and which convert well
ADVANTAGES & DISADVANTAGES
Traffic – page ownershipBrand visibility
Lack of Control
Investment neededlong term
Difficult to get listed inthe top results for
competitive phrases
Difficult to estimate thereturn on investment
Paid Search
PaidSearch
Paid Search is Consumer Initiated Advertising – Advertising that is consumed proactively and
triggered by a search query
Paid Search : Google AdWordsTop sponsored ads: Up to 3 listings
Side sponsored ads: Up to 8 listings
Sponsored “Paid” AdvertisingAdvertisers can bid on these positions
How Paid Search Works?
1
Auction
Advertisers bid on different combinations of search queries in, what is
effectively, an auction
2
Positioning
Their position in the listings depends upon many factors including relevancy and bid price
3
Click
The advertisers pays each time their ad (link)
is clicked on
How the auction works: Google Quality Score
Contributing factors:CTR of accountCTR of keywordsAd text relevancyRelevancy of landing page to the keyword and Ad Copy Historical keyword performanceOther relevancy factors
Max CPC bid x Quality Score = rank/positionHigh Quality Score = Lower min. Cost per Click (CPC)
What/Who Can You Target?
Day of WeekChoose which days
you want your ads to run
GeographyCountries, cities,
areas and language
Time of Day
• 3 AM – 7 AM• 7 AM – 11 AM• 11 AM – 2 PM• 2 PM – 6 PM • 6 PM – 11 PM• 11 PM – 3 AM
Gender (content only)
Age Group (content only)
• 18 – 25• 25 – 35• 35 – 50• 50 – 65• 65+
The Power of Paid Search: Precision
Proactive Consumption: consumers seek out and indicate an active interest in specific content, products and/or services
Mass Customization: marketers can display a different listing to each consumer based on the perceived intent of his/her query
Instant Point-of-Need Direction: marketers can instantly direct interested consumers to a specific destination based on the query where they can engage with the brand
Dynamic, Performance-Based Pricing: marketers name their price in real-time and pay only for actual traffic delivered to their website.
Paid Search: Contextual targeting
Example Contextual Ad
24
Article about how the way you hold your glass reveals your personality:
Google Content Network ads below the article at bottom of the page:
Search versus Contextual targeting
Search Network Content Network
Use of search engine – demand driven No search engine but contextual or placement targeting
Keyword selection for desired visibility on search queries Keywords to define a theme
Generally high CTR in comparison with for example display Generally low CTR In comparison with Search
Match types No match types
QS at keyword level QS at campaign level
Include misspellings No misspellings
Better conversion rates due to improved targeting Generally lower conversion rates
Running a Paid Search Campaign
How Do You Run a Paid Search Campaign?
| Proprietary & Confidential27
Think of your objective (DR vs. Branding)
Select relevant Keywords
Write relevant Ad-Copy
Choose the most appropriate Landing Page
Set bid price according to priorities (it’s an auction)
Track overall performance and at a keyword level
Evaluate & Optimise continually
Small Car Generics
Nissan - Small CarsSimplify the city by driving a Nissan Small Car! Order a brochure today!www.nissan.co.uk
Brands
Nissan – Official SiteCheck out the Nissan range.Great value, affordable priceswww.nissan.co.uk
Search using the keyword nissan,
sometimes containing other
generic keywords but does not reference the name of a car
model
nissan, nissan car, new nissan
car
Keywords contain no reference to
nissan or a nissan car model but
relates to some kind of small car
small car, compact car, city
car
KEYWORD A singular word or phrase that is triggered based on what users type into a search engine – “search query”. This query reveals the users intention. Linking the right keyword, ad text and landing page to the query is the key to a successful paid search campaign.
Max Bid
Basic Elements of Search
keywords
copy
landing page
definition
Management, Tracking & Evaluation
Paid Search Technology– Measure your results real time– Tracking across media
– Time of the day– Day of the week
– Automate Bid Strategies – Understand path to conversion – Schedule and rotate Ad Copy – Testing; landing page, ad copy, keywords – Dynamically insert price points – Forecasting – Brand monitoring
Key players
OMG Search Product
The OMG Search Product
Fully Integrated– Across media channels
– TV and Radio
Strength & Depth of Resources– Experienced teams– Broad & consistent network– Significant supplier leverage
Maximum Agility– Strong budget management across media– Immediately focus on high performing elements– Exploit & manage demand & product changes
Technology– Full path to conversion tracking – Integrated with display and other digital activities– Optimise ROI to set KPIs – Maximise quality score
Transparency – Weekly report & Search Dashboard– 24/7 reporting access to account
Awareness
ResearchConsiderationConsumer
behaviourinforms media
strategy
Holistic optimisation
process
Systematic, holistic approach drives engagement & leverages all channels
USP Integrated: We extract maximum value from every single query
Sales
Selling Search
Who can benefit from search
Search Marketing
E-commerce
Drive customers to
the site to convert into actions (i.e.
Sales, Registrations
, etc)
Branding
Create direct brand
awareness or against
competitors
Testing
Testing platform (i.e. Messaging, )
Inform / Educate
To inform and / or educate
customers addressing
them to specific
content on / parts of the
site
Different KPIs for different clients
Goal
1. Sales
2. ROI
3. Leads
4. Sign Ups
5. Branding
User Action
High Purchase Volume
Sales with high profit margin
Enquiries / phone calls
Email address / form submission
Increased searches / impressions /
unique visitors
Direct response
Different actions for different goals
Gain clicks where the user will buy!
Direct response (ROI) BrandingFocus on visibility and messaging not immediate sales
How?
Focus on ‘purchase’ stage of buying
cycle
Use unambiguous keywords
Action driven ad text
Deep link to specific landing page
Base bidding on margins
How?
Focus on ‘awareness’ stage of buying
cycle
Use general industry keywords
Brand driven ad text
Base bidding on position and relevancy
Things to know before selling search
• Finance, E-commerce & Travel clients are key sectors for search
• Search is labour intensive, needs constant optimisation
• Results are not guaranteed (specially SEO); positions, CPCs, CPAs
• Consumers are prompted to search by external factors integration is a key selling
point
• Technology adds additional cost and additional labour
• Customer from travel and e-commerce are more advanced and can be demanding
• Transparency is key in search and can become a great selling point in CEE
How to sell search
• Understand your client use of search (and your client)
• Highlight Search Unique Selling Points– Proactively consume – Immediate; instant results – Flexible – Customisable– Measurable; It can work to a set target
• Show – examples of campaigns, copy and keywords with your client website and copy – how other people is using search– success metrics and how they will be optimise– Reporting – Scale of search regionally/globally
Typical Search Remuneration Models
Percentage Spend– Clients new to search and with good growth potential– Working with open budgets– Clear objectives– Tier structure– Clear Service Level Agreement
Retainer– Branding clients– Clients with Fixed budgets– Clear Service Level Agreement
Retainer + performance– CPA driven customers– Open budgets – Proven search results– Clear Service Level Agreement
Other chargeable fees – Set up fee– Technology cost
• Approximately 80 billion Internet searches are performed worldwide each month
• Search in EMEA is a $9 billion industry making it a vital part of the media mix
• Search is close to 50% of the overall online ad spend in EMEA
• Search is consumer initiated (demand driven)
• Google is the clear market leader and is continuing to grow
• Offline media should be planned and integrated with Search given its enormous impact
• Search serves most purposes: creating awareness, lead generation and / or customer
acquisition. Setting the right KPIs is essential for measurement and ensuring continued success
In summary
Search is highly measurable, targeted, customisable and it delivers fantastic results!
SESSION 6:Social & Viral Media22nd June 2009 10.00am
Presented By: Duncan Pointer & Remi Adjani