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15.07.2010 Track 3 Search Simon Greenman Eur. Directories
 

15.07.2010 Track 3 Search Simon Greenman Eur. Directories

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Werbeplanung.at Summit 10

Werbeplanung.at Summit 10

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    15.07.2010 Track 3 Search Simon Greenman Eur. Directories 15.07.2010 Track 3 Search Simon Greenman Eur. Directories Presentation Transcript

    • Searching All Over the World
      A View From Outside Austria
      Simon Greenman
      Werbeplanung.at Summit 10
      Managing Director - Online, European Directories
      Vienna, 15th-16th July 2010
    • Introduction
      Simon Greenman, MD Online - European Directories
      Who is European Directories?
      Local search and lead generation company
      Total revenues circa €700M in 2009
      Operations in eight countries – Finland, Sweden, Denmark, Netherlands, Austria, Czech, Slovakia and Poland
      Leading country brands including
      Over 740,000 small business customers serviced by over 3,000 sales representatives
      So what can we learn from other countries? Lets take a look at what is happening around the world.
      2
      Commercial in Confidence
      European Directories Country Footprint
    • How Much Advertising is Online?*
      Austria is an under developed market for online advertising. 8% of total advertising is online versus 17-33% in other markets.
      * groupM Autumn 2009 “This Year, Next Year Worldwide media and marketing forecasts”
      ** all in EUR at exchange rate 8/7/10
    • How Much Paid Search is Online?*
      Compared to highly developed markets, paid search is a tiny fraction of total advertising market. 3% compared to 13% in Netherlands and 21% in UK.
      * groupM Autumn 2009 “This Year, Next Year Worldwide media and marketing forecasts”
      ** all in EUR at exchange rate 8/7/10
    • What About the Online Media Mix?
      Compared to highly developed markets such as Netherlands and UK, Paid Search in Austria is much a smaller part of online media mix.
      * groupM Autumn 2009 “This Year, Next Year Worldwide media and marketing forecasts”
      ** all in EUR at exchange rate 8/7/10
    • Huge Growth To Come in Austrian Paid Search Market
      While CAGR growth rate in Austria of 45% has been in the middle of the range, Austria is starting from a very low base.
      • groupM Autumn 2009 “This Year, Next Year Worldwide media and marketing forecasts”
      ** all in EUR at exchange rate 8/7/10
    • And Search is Cheap in Austria (for Now)!*
      Search is cheap in Austria for now, with prices in the relatively mature US market consistently 10x Austria.
      * Data courtesy of Matchcraft, inc
      ** all in EUR at exchange rate 8/7/10
    • So What Should You Do?
      Take advantage of the “good times.” SEM is:
      Cheap and has a fantastic ROI in many categories; and
      Relatively little effort to design and manage campaigns.
      But recognise that prices will rise along with the time and complexity of campaign management. What should you do?
      Buy clicks smartly based on tracking and optimisation technology
      Maximise ROI of search spend by maximising website conversion
      Ensure that your traffic is from multiple sources. Look at vertical search sites.
    • How to Win Online - Compare the Meerkat Example
      9
    • Vertical Specialists with Strong Brands Get ‘Free’ Traffic & Gain Share….“Compare the Meerkat”
      10
      ‘car insurance’ queries -20% in two years
      ‘compare the market’ queries +400%
    • Driving Website Effectiveness – Increase Conversion Rates
      11
    • Driving Website Conversion – Examples of Enhancing Your Website
      12
      Email Sign Up
      Test
      • Having the sign up above the fold increased sign ups by 38%
      • Above the fold and new creative increased sign ups by 89%
      Landing Page
      Test
      • Changing the landing page on high vol. driving term reduced bounce rate by 37%
      • Per visitor value increased by 107%
      Site Search Results Test
      • Testing the ‘ideal’ search results reduced search exits by 19%
      • Applied across all searches would increase revenues by 4.1%
      Product Category Test
      • Changing product category page to large images and 2x3 layout increased add to basket by 10%
      • This turn increased conversion by 6%
    • So What Should You Do?Choose A Proven Partner
      Choose an online marketing partner that is experienced in a broad range of online products and media
      Talk to Herold! They offer a full suite of lead generation products across print, online, mobile and even TV. Offer turn-key products such as:
      Yellow Pages Directories
      Websites
      Video
      SEM
      Affiliate Marketing
      Banner advertising
      The key is that your partner understands how the market will evolve and can guide you through this changing landscape.
      13
      Commercial in Confidence
    • But The World of Online Is Changing Very Quickly!
      30 billion references in 2008
      100 years old
      76 billion searches in July 2009
      11 years old
      480 million registered users
      6 years old
      400 million active users
      8 billion minutes of usage every day
      1.4 million business fan pages
      5 years old
      Plan to Change Your Plan!
      Especially Mobile and Facebook
      5 years old
      25 million unique visitors in Aug 2009
      4 years old
      Over 1 billion video views a day
      11,575 views per second
      2 years old
      7.5 million phones sold in last three months
      2 years old
      58 million global visitors in Sep 2009
      2 years old
      20 million unique visitors in May 2009
    • Searching All Over the World
      Simon Greenman
      s . greenm a n @ europe a ndirectories . com
      Managing Director - Online, European Directories
      Vienna, 15thJuly 2010