SES London 2008 - Search Ad Platforms

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  • 1. Compare & Contrast: Ad Program Strategies SES 2008 – Richard Gregory Latitude Group COO
  • 2. Why use multiple platforms?
  • 3. 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.
  • 4. Unique Features
    • Demographic Targeting
      • Spend where it counts for the right customer
      • Target by Age, Income (US) and Locations.
  • 5. Unique Features
    • Bulk Upload from 3rd party sources – saves time / uniform structure
    • Ad Generator – Combine various USPs into ad’s
  • 6. Unique Features
    • Adwords Editor - bulk upload & download tool
    • Account Snapshot Summary – Alerts / last 7 days KPI data / Tips
  • 7. 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
  • 8. 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
     
  • 9. 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.
  • 10. 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
  • 11. 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