• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
SES London 2008 - Search Ad Platforms
 

SES London 2008 - Search Ad Platforms

on

  • 1,658 views

 

Statistics

Views

Total Views
1,658
Views on SlideShare
1,572
Embed Views
86

Actions

Likes
0
Downloads
9
Comments
0

4 Embeds 86

http://www.searchcowboys.com 57
http://smartrich.blogspot.com 27
http://www.slideshare.net 1
http://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    SES London 2008 - Search Ad Platforms SES London 2008 - Search Ad Platforms Presentation Transcript

    • 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