Your SlideShare is downloading. ×
15.07.2010 Track 3 Search Erica Schmidt iProspect
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

15.07.2010 Track 3 Search Erica Schmidt iProspect

364

Published on

Werbeplanung.at Summit 10

Werbeplanung.at Summit 10

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
364
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
36
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • 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. http://www.denuology.com/why-the-ipad-will-be-a-hit/ Sit, Walk, Slouch Convergence & The Year of Mobile
    • 10. Thank you

    ×