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15.07.2010 Track 3 Search Erica Schmidt iProspect
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15.07.2010 Track 3 Search Erica Schmidt iProspect


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  • There is evidence from Google to suggest that iPhone users perform 50 times more search than users of other handsets. And interestingly, it’s a different type of search than at home on the PC. On their mobiles, people are generally looking for information that is more immediately actionable.
  • We ran a test to see what the best position was to be in to drive click through and found that, for non-branded keywords it was best to be next to the organic results. So, if the keyword was in position 3, the PPC ad did best in position 5, in position 2, it was best to be in position 4, etc.
  • Sit, Walk, Slouch
  • Transcript

    • 1. Search Integration & Convergence
    • 2. Putting the consumer first
    • 3. Offline channels drive search 37% 20% 67% of online search users are driven to search for information about a particular company, product, service or slogan by an offline channel TV Press Radio Outdoor Source: iProspect, ‘Offline channel influence on online search behaviour, 2007 30% 17%
    • 4. Search-Offline Marketing Integration
    • 5.
      • mobile search can be
      • 50 times
      • greater on sophisticated devices
      Consumers search more and more via their mobiles
    • 6. Amplification
      • Next to traditional media (Radio and Print) Verbund invested in Q4 2009 5% of their media budget in a PPC campaign.
      • As a result of that Verbund generated 2009 2.5 more orders than 2008 (with a similar budget).
      • Since that PPC is an integrated part in the all-year strategy of Verbund.
    • 7. Bought, Owned and Earned The new media paradigm Bought Owned Earned
    • 8.
      • Non-branded PPC CTR Increases When Next to Organic Result
      Test position adjustments for PPC keywords to measure impact on PPC CTR 1.99% PPC CTR increased to 6.88% CTR Case Study: Organic & Paid Interaction
    • 9. Sit, Walk, Slouch Convergence & The Year of Mobile
    • 10. Thank you