Online marketing and the future of search
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Online marketing and the future of search

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Listen as George Michie of RKG discusses online marketing and the future of search.

Listen as George Michie of RKG discusses online marketing and the future of search.

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  • 1. RKG | Rimm-Kaufman Group Paid Search SEO Social MediaMULTICHANNELATTRIBUTION Attribution CSEs Display
  • 2. Online Marketing: What’s New?> Search: trend data, ad formats, and more> Devices: the challenge and opportunities> Social Media: the spreading influence> Personalization: the future?> Measuring Success: more important than ever> What’s New at RKG?
  • 3. Paid Search Q1 Benchmarks> Non-Brand Paid Search• Ad Spend up 29%, Ad Clicks up 32%, CPC down 2% 4
  • 4. Paid Search Q1 Benchmarks> Non-Brand Click-Through Rate• Up 25% Year over Year 5
  • 5. Paid Search Q1 Benchmarks> Google Share Increasing• Controls 84% of clicks, 85% of spend 6
  • 6. Paid Search Q1 Benchmarks> Bing Non-Brand Volume Declines… …But traffic quality improves. 7
  • 7. PLAs have become hugely important 8
  • 8. Paid Search Q1 Benchmarks> Google Product Listing Ads• PLAs made up 11% of Google clicks, but at an 18%lower CPC 9
  • 9. Organic Search Q1 Benchmarks> Not Provided Query Level Rises to 21% 10
  • 10. Organic Search Q1 Benchmarks> Engine Share Google increased its lead in Q1 taking a 76% share of visits. 11
  • 11. Organic Search Q1 Benchmarks> Keyword Growth Despite (not provided) Impact 12
  • 12. Online Marketing: What’s New?> Search: trend data, ad formats, and more> Devices: the challenge and opportunities> Social Media: the spreading influence> Personalization: the future?> Measuring Success: more important than ever> What’s New at RKG?
  • 13. Organic Search Q1 Benchmarks > Mobile Trends• Mobile share hit 12% in Q1.• Bounce rates for mobile run 10-20% higher than Desktop. 14
  • 14. Paid Search Q1 Benchmarks> Mobile Performance• Mobile accounted for 13% of Q1 clicks• Google held a 91% share of mobile clicks 15
  • 15. The Device Matters 16
  • 16. Tablet DNA > 80% of usage 6 – 9 PM > 95% of usage over wifi > Higher traffic value than desktop/laptop > Lower cpcs by position than desktop/laptop > Huge range of ad formats > iPad > Kindle Fire 17
  • 17. Smartphone DNA > Significant traffic > 1/3 Local Intent > Poor ecom conversion > Apps pose tracking challenge > Drives people to stores > Drives people in stores to Amazon 18
  • 18. CSS versus M. versus Apps? > Apps can be powerful customer retention tools > Apps are problematic for new customers > M. seems a mixed bag > Google seems to be betting on smart rendering“60 % of major brands do not have anacceptable mobile experience”-- Jason Spero 19
  • 19. Online Marketing: What’s New?> Search: trend data, ad formats, and more> Devices: the challenge and opportunities> Social Media: the spreading influence> Personalization: the future?> Measuring Success: more important than ever> What’s New at RKG?
  • 20. Who wants to be a Billionaire? 21
  • 21. Organic Search Q1 Benchmarks> Traffic from Top Social Domains 22
  • 22. 23
  • 23. 24
  • 24. 25
  • 25. 26
  • 26. “New Girl” on Google 27
  • 27. “New Girl” on Bing 28
  • 28. Social Impacts on Search> Increased CTR for liked pages – images help => Improved Quality Score> Increased trust therefore conversion rates after the click, conceivably.> Organic Search: Social signals replacing or augmenting links? 29
  • 29. Online Marketing: What’s New?> Search: trend data, ad formats, and more> Devices: the challenge and opportunities> Social Media: the spreading influence> Personalization: the future?> Measuring Success: more important than ever> What’s New at RKG?
  • 30. The Goal of Search Engines 31
  • 31. It’s really about personalization 32
  • 32. Is this the Ultimate Search Engine? 33
  • 33. Online Marketing: What’s New?> Search: trend data, ad formats, and more> Devices: the challenge and opportunities> Social Media: the spreading influence> Personalization: the future?> Measuring Success: more important than ever> What’s New at RKG?
  • 34. Better Success Metrics Cost of Value of Traffic Traffic 35
  • 35. What is Value? 36
  • 36. What is Value? 37
  • 37. All Orders are Not Equally Valuable 38
  • 38. Margin Rates Vary 39
  • 39. Return Rates Vary 40
  • 40. Customer Lifetime Value Varies 41
  • 41. All Leads Aren’t Created Equal > “Cheap Car Insurance” > “Car Insurance” > “Lexus Insurance” 42
  • 42. Online isn’t the Whole Picture 43
  • 43. Last Touch vs Proper Attribution Paid Search Organic Brand Search Affiliate 44
  • 44. Diminishing Marginal Returns 45
  • 45. Averages Can Be Deceiving 46
  • 46. Incremental View is Scary 47
  • 47. Profit Maximization View 48
  • 48. Marginal Analysis 49
  • 49. Average ROI <> Incremental ROI 50
  • 50. Online Marketing: What’s New?> Search: trend data, ad formats, and more> Devices: the challenge and opportunities> Social Media: the spreading influence> Personalization: the future?> Measuring Success: more important than ever> What’s New at RKG?
  • 51. We’re Growing!> Top 10 Globally> Gaining Share> Technology Advantage> Expanding Services 52
  • 52. Great Partnerships with the EnginesGoogle’s Product Team on Partnering with RKG:"Quite balanced and veryknowledgeable indeed. It is great towork with such a savvy team.""This is a fantastic blog post. Theyreally get what were trying to dowith this feature, and all theircommentary and analysis of what itcan and cant do, and how to thinkabout using it today, I think is spoton. In other words, its a typical RKGblog post. " http://www.youtube.com/watch?v=eAJ6TnXmAUw Google Interviews RKG on DSA Experience 53
  • 53. Marketing Keeps Getting Harder Paid Search SEO Comparison Shopping Affiliates Conversion Optimization Display AdsBanner Ads Display RetargetingEmail Social Media Portal Placements Devices/ mobile sites/Ads In Apps Marketing Mix? 54
  • 54. 55
  • 55. RKG | Rimm-Kaufman Group Paid Search SEO Social MediaMULTICHANNELATTRIBUTION Attribution CSEs Display
  • 56. RKG Acquired AudetteMedia> SEOs Highly Regarded…by Google!!! 57
  • 57. CSEs: Proactive Management > RKG can drive results quickly and sustainably across multiple engines with a proactive approach. Engine Revenue by Month $16,000 $14,000 $12,000 $10,000 GoogleSales $8,000 Shopzilla $6,000 Amazon Google YOY Growth $4,000 $14,000 $2,000 $12,000 $- $10,000 $8,000 Sales 1 year prior $6,000 RKG RKG took over management $4,000 in July 2011 $2,000 $0 December January 58
  • 58. CSEs: Proactive Management RKG management began in July 2011 58% increase in YOY revenue, Jul-Dec 2011 92% increase in YOY revenue, Q4 2011 59
  • 59. Performance Display Results“The overall results wereextremely positive; the initial testrevealed a 123% lift in conversionrates for the Lane Bryant vs.control ads. The campaigngenerated thousands ofadditional orders within our ROItarget.“ Chris Kobus Former Online Marketing Manager Charming Direct 60
  • 60. Display Success > RKG continues to optimize a client’s Display campaigns, increasing sales while delivering at a sustainable A/S. Site Targeting2.00% 5.01.50% 4.0 3.01.00% 2.00.50% 1.00.00% 0.0 Month 1 Month 2 Month 3 ROAS CTR CR Retargeting 4.00% 12.0 10.0 3.00% 8.0 2.00% 6.0 4.0 1.00% 2.0 0.00% 0.0 Month 1 Month 2 Month 3 ROAS CTR CR 61
  • 61. Social Media Awareness Success4100large scale e-commerce retailer A fans added in 6 days Impressions seen of any content leveraging social ads to amplify the reach of a national contest: associated with brand duringFans generate an enormous amount of content. Weekly active user-ship remainssteady following promotion. contest 1500000 1000000 Daily Total 500000 Impressions 0 1 3 5 7 9 11 13 15 17 19 62
  • 62. Thank you for your business!>Q&A> George Michie> gmichie@rimmkaufman.com> (434) 970-1010 x 108> @georgemichie1 63