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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  • 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?
  • Criteo: Beyond the search box

    1. 1. Search has evolved
    2. 2. It has gone to all sorts of new places
    3. 3. AgendaAgenda What Where When
    4. 4. What
    5. 5. The new face of search
    6. 6. The new body of search
    7. 7. AgendaVoice, Gesture, Ambient
    8. 8. AgendaBeyond the search box
    9. 9. AgendaMedia Types Owned Paid Earned
    10. 10. AgendaAn Alternative View Attention Intention Social
    11. 11. AgendaPaid Search is social
    12. 12. AgendaGoogle+ Pages
    13. 13. AgendaGoogle Direct
    14. 14. AgendaSearch by Surfacing
    15. 15. AgendaAttention Wars in Search
    16. 16. AgendaMulti-signal, not just social Content Social Link Technical Personal Local Author Confidence Topical Behaviour Timeliness Portability Factual Original Safe
    17. 17. Where
    18. 18. AgendaDifferent platforms
    19. 19. AgendaSearch to Site
    20. 20. … but wait?Agenda What if they don’t buy straight away?
    21. 21. AgendaWin back their attention
    22. 22. AgendaUnique retargeting
    23. 23. AgendaImpact on search terms
    24. 24. AgendaSearch Retargeting
    25. 25. When
    26. 26. Tell me when Attention : Early : CPM Intention : Late : CPC Social : Always : Bank
    27. 27. AgendaThe 2012 challenge
    28. 28. Thanks!@AndrewGirdwood

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