Harnessing Vertical Search

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    Harnessing Vertical Search - Presentation Transcript

    1. AOP - Harnessing Specialised Search January 22, 2008
    2. Customers include:
    3.  
    4. About Digital Marketing
      • Increasing complexity
      • Much more a science than an art
      • Try something
      • Measure what happens
      • Adjust something
      • Try something else…….
    5. Key Strategy Put the leavers of power in the hands of the editors and marketers
      • Win back search traffic from the big guys
      • Widgets and search toolbar syndication
      Search as a traffic generator
    6. Intelligence from search
      • “ Hold the front page”
      • Content gaps?
      • “ Cross sell” traffic within your portfolio
      • Support email and offline marketing
      • Build additional value into your subscriber databases
    7. Revenue opportunities
      • Run-of-site
        • Search results pages provide additional page views for general advertising
      • Category sponsorships
        • Typically tenancy
    8. Keyword targeting
      • Advertisers understand AdWords, and most already use it (CPC model)
      • Sell a unique combination of demographic and keyword targeting
      • Integrated ad server within our service provides
        • A range of payment models
          • Tenancy, CPM, CPC
        • A range of formats
          • banners, buttons, directory listings, sponsored links etc.
    9. Self service advertising?
      • Typically not applicable in B2B
        • Is there a long tail of advertisers to address?
    10. Functional examples
      • Looking for “guys?”
    11. Functional examples
      • Looking for “guys?”
    12.  
    13.  
    14.  
    15. Questions?

    + Andy BlackAndy Black, 2 years ago

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