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Presentation by Allen Hammock, Chief Technology Officer - AdLux at SMX Melbourne 16th & 17th November 2010. Believe it or not, Google is not the only search player on the planet - Really, it's true. There are multiple networks out there with traffic, in this presentation we take a look at the statistical data on various networks, investigate average CPC's & find out what opportunities are out there for Search Marketers.
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Harnessing the Power of Search Networks
Allen Hammock
SMX & eMetrics Melbourne, November 2010
WHAT’S THE DIFFERENCE?
search engines vs. search networks
Keyword PPC Search Market
Google, 54.60%
Yahoo!, 11.90%Microsoft, 5.90%
AOL, 3.90%
News Corp, 2.00%
IAC (Ask Jeeves), 1.10%
Non-Proprietary,
20.60%
Source: Based on IDC, March 2009
CPC Comparison
$0.00 $0.10 $0.20 $0.30 $0.40 $0.50 $0.60 $0.70
Search Networks
Engines vs. Networks
• Proprietary Engine
– UX stability
– Uniformity of results
– Habitual usage
– Greater breadth of
terms
– Much higher
competition & CPCs
• Search Network
– Extreme diversity of
sites
– Non-habitual usage
– High concentration of
head terms
– CPCs substantially
lower
Search Network Traffic Sources
Network Traffic
Small Publishers
Domainers
Contextual
In-Text
Toolbars
Social Nets
Affiliate/SEM
• Common Traits
– Keyword targeting
– Demonstrated search
intent
– Not conforming to
Google de-facto
standard for search
experience
FINDING VALUE IN SEARCH AD
NETWORKS
the mining strategy
Proprietary Search Strategy
Keyword Portfolios
Bid/Position Management
Creative A/B Testing
Funnel Optimization
Re-Targeting
The Mining Strategy
Adjust Targeting
Network Segmentation
Test Sources
Promote Core Traffic
Remove Debris
Calculate ROI
Re-allocate Budgets
Recycle Sources
Key Concepts
• Targeting
• Segmentation
• Mining vs Core Traffic
• Recycling
Targeting
• Proprietary Search
– Increasingly narrow
terms
– Deep lists of tail
terms
– Brand keywords
• Search Networks
– Broader matching to
increase reach
– Category mining
– Brand terms less
important
Segmentation
• Picking a starting point
– Go where other
advertisers have found
success
– Competition/price
pressure much less of a
concern
– Find sales reps who
know where to begin
your search
Mining vs Core Traffic
• Core traffic
– Funds the mining program
– Achieves ROI at or well above expectations
– Consistent, reliable delivery
• Mining traffic
– Fuels incremental growth (net contribution)
– Must be sandboxed
– Constant state of change
Recycling
• Maintaining and growing the program– Do not expect long-term
consistency from any particular source
– Recycle previously tested sources into mining program
– Demote core traffic to mining when it fails to meet minimum requirements
EVALUATING SEARCH
NETWORKS
keys to success
Search Network Checklist
Experience with the network
Great tools support
Flexible pricing & payment options
Low start-up risk
Outstanding customer service
Manage Your Expectations
• Do’s
– Expect the network to do a lot of heavy
lifting
– Expect the network to deliver against your
goals
• Do Not’s
– Expect overnight results
– Expect parity with other search programs
