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.
5. 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
6. 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
11. 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
12. 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
13. 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
14. 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
16. Search Network Checklist
Experience with the network
Great tools support
Flexible pricing & payment options
Low start-up risk
Outstanding customer service
17. 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