SES London 2008 - Search Ad Platforms

Compare & Contrast: Ad Program Strategies SES 2008 – Richard Gregory Latitude Group COO

Why use multiple platforms?

Why use multiple platforms?
Reach - Want as much business as possible.
Other platforms may have a smaller market share – but you wouldn’t ignore the long tail.
Put more simply; your competitors are, so why aren't you?
Unique functionality
Subtle nuances in similar offerings.

Unique Features
Demographic Targeting
Spend where it counts for the right customer
Target by Age, Income (US) and Locations.

Unique Features
Bulk Upload from 3rd party sources – saves time / uniform structure
Ad Generator – Combine various USPs into ad’s

Unique Features
Adwords Editor - bulk upload & download tool
Account Snapshot Summary – Alerts / last 7 days KPI data / Tips

Unique Features
Adscheduling - Set a schedule to increase / reduce bids hourly
Supported by hourly reporting.
Compliment other marketing channels such as radio, print or TV

Location Targeting
Yahoo! - WhereOnEarth system…only regional not cities.
Google – “Geo-targeting”
Microsoft – Geographical location targeting
All options limited by poor UK IP structure.
Invaluable for clients with specific outlets, e.g. a car dealerships

Content networks
Google
allows multiple ad types: Text / image / video / mobile
Multiple payment models, CPC/CPM/CPA
Site Exclusion
Yahoo
Increase traffic to site
Text ads similar to Google system – cpc basis
Microsoft
Nothing in Europe yet.

Other Players
Distributes ads over two networks the Core and Precision.
Has cheaper clicks but traffic can convert at lower rates
Can supply logos with PPC ads
In 2007 launched their own ad serving platform in the US. They will be looking to use it to extend their UK market share which is around 5%
Specialises in local and vertical search, with cheap clicks but relatively low volume

The Moan Slide!
No Gambling ads
Most Expensive Network
Keyword Generation and estimator tools are poor

No contextual network.
Can only target times in 3 hour chunks.
<5% UK market share
Only 3 countries in which you can serve ads – UK, US and France.
KW mapping dumbing down search? home insurance = house insurance ???
No Ad-Scheduling available
Slower Ad Editorial – No live review process as with Google

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SES London 2008 - Search Ad Platforms

by Richard Gregory

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