Aisling Blake
Search Advertising
 Grow sales through paid search 1. Don’t forget about SEO 2.3. Use the insights that search can provide4. Harness the gr...
Search plays many roles    Standalone       Understand          Predict      product       the consumer         intent    ...
Search drives more than online
Grow sales through paid search
Start with paid search
Brands canown keyword territories& occupy primereal estate on the SERP
Why invest in paid search? IMMEDIATE        FLEXIBLE   MEASURABLE                 SUPPORTS      45% OF                 THE...
SMEs succeeding with Google AdWords
Don’t forget about SEO
Brands under-invest in SEO$35,000$30,000$25,000$20,000                                                                    ...
Start with your site
PPC & SEO are complementary
Use the insights that search can provide
We are all searching for something       5.5 searches per day           15% YOY increase in   (highest in our peer group i...
Use the data generated through search
Harness the growingtrend for mobile search
Mobile search is here to stay     140% increase in mobile      searches over past 18        60% of            months      ...
You need separate mobile activity
Maximise the effectiveness ofother media through search
Search is the bridgebetween traditional  media and online
TV is a large driver of search                       Be        Make it    Be there                    consistent    easy
 Grow sales through paid search 1. Don’t forget about SEO 2.3. Use the insights that search can provide4. Harness the gr...
Search Advertising
Search Advertising
Search Advertising
Search Advertising
Search Advertising
Search Advertising
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  • Search Advertising

    1. 1. Aisling Blake
    2. 2. Search Advertising
    3. 3.  Grow sales through paid search 1. Don’t forget about SEO 2.3. Use the insights that search can provide4. Harness the growing trend for mobile search5. Maximise the effectiveness of other media through search
    4. 4. Search plays many roles Standalone Understand Predict product the consumer intent Not just technology, it plays an integral part of the marketing and media mix
    5. 5. Search drives more than online
    6. 6. Grow sales through paid search
    7. 7. Start with paid search
    8. 8. Brands canown keyword territories& occupy primereal estate on the SERP
    9. 9. Why invest in paid search? IMMEDIATE FLEXIBLE MEASURABLE SUPPORTS 45% OF THE BRAND ONLINE AD TEST & DRIVES SPEND IN SALES H1 2012
    10. 10. SMEs succeeding with Google AdWords
    11. 11. Don’t forget about SEO
    12. 12. Brands under-invest in SEO$35,000$30,000$25,000$20,000 Paid search$15,000 SEO$10,000 $5,000 $0 2009 2010 2011 2012 2013 2014 Source: Forrester’s Search Engine Marketing ModelMore difficult to prove Difficult to provide any Proof of success may ROI than PPC guaranteed results take up to 6 months
    13. 13. Start with your site
    14. 14. PPC & SEO are complementary
    15. 15. Use the insights that search can provide
    16. 16. We are all searching for something 5.5 searches per day 15% YOY increase in (highest in our peer group in searches in Ireland Europe) Value of time saved by the 20% of daily searches have consumer is 10:1 ROI never been seen before (McKinsey & Company, July 2011)
    17. 17. Use the data generated through search
    18. 18. Harness the growingtrend for mobile search
    19. 19. Mobile search is here to stay 140% increase in mobile searches over past 18 60% of months consumers search on their smartphones every day More searches on mobile than desktop (Japan) Source: Mobile Planet
    20. 20. You need separate mobile activity
    21. 21. Maximise the effectiveness ofother media through search
    22. 22. Search is the bridgebetween traditional media and online
    23. 23. TV is a large driver of search Be Make it Be there consistent easy
    24. 24.  Grow sales through paid search 1. Don’t forget about SEO 2.3. Use the insights that search can provide4. Harness the growing trend for mobile search5. Maximise the effectiveness of other media through search
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