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.

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.

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

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

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

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

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.

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

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

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