Criteo: Beyond the search box
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I was asked by Criteo to present on "beyond the search box" - on how to further extend your search campaigns.
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Criteo: Beyond the search box
- 2. It has gone to all sorts of new places
- 3. Agenda Agenda What Where When
- 4. What
- 5. The new face of search
- 6. The new body of search
- 8. Agenda Beyond the search box
- 9. Agenda Media Types Owned Paid Earned
- 10. Agenda An Alternative View Attention Intention Social
- 11. Agenda Paid Search is social
- 15. Agenda Attention Wars in Search
- 16. Agenda Multi-signal, not just social Content Social Link Technical Personal Local Author Confidence Topical Behaviour Timeliness Portability Factual Original Safe
- 17. Where
- 20. … but wait? Agenda What if they don’t buy straight away?
- 21. Agenda Win back their attention
- 23. Agenda Impact on search terms
- 25. When
- 26. Tell me when Attention : Early : CPM Intention : Late : CPC Social : Always : Bank
Editor's Notes
- Interesting time in search; companies taking different paths
- It’s not all bad
- Click through rate optimisation, RDF, mobile as a ranking factor
- The senses – smartphoneMarissa Mayer, Google, “Today’s phones are almost likepeople” ; eyes – camera, ears – microphone, skim – touch.
- Search sits across all three groups;
- This describes the techniques and tactics you might use
- You earn these +1s out of the search box. Impact on CTR which Google will not normalise. +1 switching and landing page evolution
- Bigmouthmedia + Econsultancy day happening today; most brands don’t think they moved fast enough on Google+These pages connect with your AdWords account.
- Brand impact of search. In fact; if consumers learn to do this en mass – how does your web strategy work? Land grab for +keywords.
- Google’s related toolbar
- Google’s putting PPC ads on the bottom of the SERPS too
- Bing: Behaviour, Social, Link
- CTR optimisation; annotation
- All that hard work.. But what happens if they don’t buy straight awayWith search you can generally afford for them to keep trying; especially SEO since clicks are free – but this is becoming less affordable in PPC.
- Most PPC/Search agencies already have budget for a giant display network – Google.
- Not “personalised” because it’s anonymous. I like the term “unique”.second bite at the cherry
- Fell of the back of a truck -- Encourage brand terms, Navigation and dominant searches
- Will https searches harm search retargeting platforms? Is Google being dastardly?