Beyond SEM: Extending the Impact of Search Data
for Strategic Business Decisions




Eli Goodman, Search Evangelist
Octobe...
Beyond SEM: Extending the Impact of Search Data for Strategic
Business Decisions


                                       ...
Agenda

SEO/Editorial Research

Product Research & Development

Search & Display Synergy

Branding with Search

   CPG Us...
SEO/Editorial
                                                                                                            ...
SEO/Editorial
                                                                                                         Res...
Agenda

SEO/Editorial Research

Product Research & Development

Search & Display Synergy

Branding with Search

   CPG Us...
Product
                                                                                                   Research &
Prod...
Product
                                                                                                                  ...
Agenda

SEO/Editorial Research

Product Research & Development

Search & Display Synergy

Branding with Search

   CPG Us...
Search & Display Synergy – Display Ads Successfully                                                                       ...
Search &
                                                                                                           Displa...
Search &
                                                                                                         Display ...
Agenda

SEO/Editorial Research

Product Research & Development

Search & Display Synergy

Branding with Search

   CPG Us...
Branding
What is Branding?




 The American Marketing Association (AMA) defines a brand as a
  "name, term, sign, symbol...
Branding
The CPG Industry

 $700+ Billion in Annual Sales
 23% of Sales Spent on Marketing



                          ...
Problem: Search has long been considered a direct                           Branding
response medium

Let’s put ourselves ...
Branding
Problem: Majority of advertising dollars go to branding

 We all agree that more traditional ad spending should ...
Branding
Solution 1: Richer search marketing canvas

 The organic results continue to get richer, but sponsored results h...
Branding
Solution 1: Richer search marketing canvas

…but some engines are beginning to experiment with richer ad presenta...
Solution 2: Use search to drive users to brand                            Branding
experiences

Example: KraftFoods.com is...
Solution 2: Use search to drive users to brand                             Branding
experiences

 Search is a major sourc...
How does a search-driven brand experience                                    Branding
hold up to TV?

Now let’s go back to...
Branding
Searches on YouTube




                                                                      3.4 Billion in Sept...
Branding
YouTube SEM Opportunities – Generic & Basic Terms




                                                           ...
Branding
YouTube SEM – Longer Tail Opportunities




         Longer Tail Phrases – Lack of Promoted Video results
       ...
Branding
YouTube Channels & Search Campaigns – Is It Worth the Time?


              Retailers Utilizing YouTube with Succ...
Summary

 Don’t get caught up in long tail analysis
  – Group together thematic term sets to quantify topics
 Search Dat...
Thank You!




Eli Goodman
egoodman@comscore.com
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Com Score Beyond Sem Webinar Oct09

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Com Score Beyond Sem Webinar Oct09

  1. 1. Beyond SEM: Extending the Impact of Search Data for Strategic Business Decisions Eli Goodman, Search Evangelist October 22, 2009
  2. 2. Beyond SEM: Extending the Impact of Search Data for Strategic Business Decisions Product Research & Development Online/Offline Branding Impact SEO /Editorial Search Search & Research Display Synergy Demographic & PR & Buzz Cognographic Management Analysis © comScore, Inc. Proprietary and Confidential. 2
  3. 3. Agenda SEO/Editorial Research Product Research & Development Search & Display Synergy Branding with Search  CPG Use Case  YouTube Opportunities © comScore, Inc. Proprietary and Confidential. 3
  4. 4. SEO/Editorial Research SEO Research – Quantifying Themes Top Exact Terms Driving Search Clicks Terms Total Click Volume WebMD 1.04 MM Pill Identifier 574 K Drugs/Brands & Swine Flu Symptoms 471 K Disease/Condition names dominate top Health Industry Weight Watchers 369 K Search Traffic Ovulation Calculator 307 K 24 Hour Fitness 246 K Kaiser Permanente 205 K Calorie Counter 184 K Amoxicillin 164 K Planned Parenthood 123 K © comScore, Inc. Proprietary and Confidential. 4 Source: comScore Marketer
  5. 5. SEO/Editorial Research SEO Research – Quantifying Themes Top Themes Driving Search Clicks Terms Total Click Volume Symptoms 6.3 MM “Symptoms” is far and away Flu 3.9 MM the most prevalent theme How 2.0 MM Quantify your SEO/Content Pregnancy 1.8 MM ideas Weight 1.7 MM Consider Editorial decisions Side Effects 1.6 MM based on Topic volumes Cancer 1.5 MM Diet 1.4 MM Insurance 1.1 MM Disease 944 K © comScore, Inc. Proprietary and Confidential. 5 Source: comScore Marketer
  6. 6. Agenda SEO/Editorial Research Product Research & Development Search & Display Synergy Branding with Search  CPG Use Case  YouTube Opportunities © comScore, Inc. Proprietary and Confidential. 6
  7. 7. Product Research & Product Research & Development – “iPhone” Development  Online Search Q&A can serve as enormous Focus Groups – Yahoo! Answers et al  Analyze all types of Feedback – Questions – Complaints – App Wish List – Quantify requests for alternate carriers (Verizon) & competing products (Palm Pre)  Protect against alternative schemes – “Unlock iPhone” vs. “Jailbreak iPhone” © comScore, Inc. Proprietary and Confidential. 7 Source: comScore Marketer
  8. 8. Product Research & Product Research & Development – “Jailbreak iPhone” Development “Jailbreak” is larger than “Unlock”  Over 717K searches in Sept. 09 © comScore, Inc. Proprietary and Confidential. 8 Source: comScore Marketer
  9. 9. Agenda SEO/Editorial Research Product Research & Development Search & Display Synergy Branding with Search  CPG Use Case  YouTube Opportunities © comScore, Inc. Proprietary and Confidential. 9
  10. 10. Search & Display Synergy – Display Ads Successfully Search & Display Synergy Drive Trademark Search Activity % Making a TM/Brand Search 0.9% 0.7% 0.6% 0.5% 0.5% 0.4% 0.3% 0.2% % Lif t: 52.3% % Lif t: 46.0% % Lif t: 40.3% % Lif t: 38.1% Week of f irst Weeks 1-2 af ter Weeks 1-3 af ter Weeks 1-4 af ter exposure f irst exposure f irst exposure f irst exposure Control Test © comScore, Inc. Proprietary and Confidential. 10 Source: comScore Campaign Effectiveness, results from 139 studies
  11. 11. Search & Display Synergy Search & Display Synergy – Searcher Cross Visitation 59.4% of “Nike” Searchers visited CBS Interactive Nike.com delivered negligible display ads on CBS Interactive Great opportunity for optimized campaigns © comScore, Inc. Proprietary and Confidential. 11 Source: comScore Marketer
  12. 12. Search & Display Synergy Search & Display Synergy – Music Consumption Behaviors Nike rarely advertises on Music sites Even on Viacom: most advertising on Nickelodeon, not MTV Quantify the behavior to focus your test campaign decisions © comScore, Inc. Proprietary and Confidential. 12 Source: comScore Marketer
  13. 13. Agenda SEO/Editorial Research Product Research & Development Search & Display Synergy Branding with Search  CPG Use Case  YouTube Opportunities © comScore, Inc. Proprietary and Confidential. 13
  14. 14. Branding What is Branding?  The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers. © comScore, Inc. Proprietary and Confidential. 14 Source: About.com Marketing
  15. 15. Branding The CPG Industry  $700+ Billion in Annual Sales  23% of Sales Spent on Marketing 12% on Trade Marketing 5% on Consumer Promotion 5% on Advertising Only 1% on Internet © comScore, Inc. Proprietary and Confidential. 15
  16. 16. Problem: Search has long been considered a direct Branding response medium Let’s put ourselves in a CPG brand manager’s shoes and compare search marketing to the classic branding vehicle – television:  Text search ads ≠ emotional connection – TV is perfect emotion-based advertising  Search is extremely trackable – TV much less so  Search often occurs close to the bottom of the funnel – Most TV ads focus on awareness & affinity (higher in the funnel)  Search ads ALWAYS have a call-to-action (e.g. a click) – Majority of TV ads do not encourage users “buy now” or “call now” So, not surprising that brand marketers consider search to be a DR channel © comScore, Inc. Proprietary and Confidential. 16
  17. 17. Branding Problem: Majority of advertising dollars go to branding  We all agree that more traditional ad spending should move online, but…. 80% of online ad dollars are spent on direct response 75% of traditional ad dollars are spent on branding © comScore, Inc. Proprietary and Confidential. 17
  18. 18. Branding Solution 1: Richer search marketing canvas  The organic results continue to get richer, but sponsored results have mostly stayed the same… Two embedded videos Nothing but text. Shopping results w/ prices © comScore, Inc. Proprietary and Confidential. 18
  19. 19. Branding Solution 1: Richer search marketing canvas …but some engines are beginning to experiment with richer ad presentations Logo and clickable video (tied to brand promotion) © comScore, Inc. Proprietary and Confidential. 19
  20. 20. Solution 2: Use search to drive users to brand Branding experiences Example: KraftFoods.com is almost exclusively a branding vehicle © comScore, Inc. Proprietary and Confidential. 20
  21. 21. Solution 2: Use search to drive users to brand Branding experiences  Search is a major source of traffic for KraftFoods.com – Almost 30% of clicks are from sponsored results in Q2/Q3 2009 © comScore, Inc. Proprietary and Confidential. 21
  22. 22. How does a search-driven brand experience Branding hold up to TV? Now let’s go back to the four challenges I listed earlier:  Does it allow for an emotional connection? – KraftFoods.com provides resources for families with tight budgets & schedules  Is it trackable? – Much more trackable than TV!  Does it reach consumers at the top of the funnel? – Allows Kraft to introduce brand messages as consumers are formulating meal ideas  Is there a call to action? – No overt CTA – KraftFoods.com is focused on awareness & affinity Sounds like branding to me. © comScore, Inc. Proprietary and Confidential. 22
  23. 23. Branding Searches on YouTube 3.4 Billion in Sept 09 Youtube.com Searches up 42% Year over Year © comScore, Inc. Proprietary and Confidential. 23
  24. 24. Branding YouTube SEM Opportunities – Generic & Basic Terms Retail searches mostly generic Exception: Branded “commercials” searching Great Opportunities exist for Video Promotion SEM – promote your own Videos & Channel YouTube Promoted Videos marketplace much less crowded than Search Engine SEM © comScore, Inc. Proprietary and Confidential. 24
  25. 25. Branding YouTube SEM – Longer Tail Opportunities Longer Tail Phrases – Lack of Promoted Video results Most companies only deliver standard Paid Search text links Opportunity for promotion of videos with Longer Tail phrases © comScore, Inc. Proprietary and Confidential. 25
  26. 26. Branding YouTube Channels & Search Campaigns – Is It Worth the Time? Retailers Utilizing YouTube with Success (both Channels and Promoted Videos)  JC Penney August 09: – 165K Unique Visitors – 339K Visits  Target August 09: – 330K Unique Visitors – 630K Visits  AMI Clubwear August 09 (smaller retailer, only 239K total UVs): – 12K Unique Visitors – 19K Visits © comScore, Inc. Proprietary and Confidential. 26 Source: comScore Source/Loss
  27. 27. Summary  Don’t get caught up in long tail analysis – Group together thematic term sets to quantify topics  Search Data isn’t just for acquisition – It speaks volumes about your customer base and their needs/wants  The Purchase Funnel is an interdependent network – Search activity both impacts and is impacted by other advertising mediums  Branding dollars are moving online – Be in the position to capitalize on these opportunities  Remember how important Search is to non-search engines – Social Media impacts search activity and offers search marketing opportunities © comScore, Inc. Proprietary and Confidential. 27
  28. 28. Thank You! Eli Goodman egoodman@comscore.com

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