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Search is Sexy -  Sri Sharma
 

Search is Sexy - Sri Sharma

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  • We work as an affiliate and as an agency, been around for 6 years, picked up a few awards along the way and most Most importantly we love PPC.
  • Consumers have more ways to searchMore ways to ‘find’ informationPeople use maps on mobiles over search engines to search for dstination information such as local shops and restaurantsRetargeting provides better advertisingDynamic display provides better more relevant targetingSocial networks like facebooktwitter – i can see real time informationA better experience of searchIf you look at google – google instant, PPC product/star listings/maps, natural listings – universal search with twitter and video and imageSocial and Search are getting closerGoogle have a version of social search coming, bing results now how facebook likes integratedSearch is better integrated with other channelsCross channel integration is more widely used providing visibility and insight more sophisticated attribution modelling being used by clientsROI remains priority No. 1- Above all partic with market climate, ROI remains priority NO. for brands through PPC and SEO
  • First area I want to talk about is SS. A very hot topic at the moment relevant for both SEO and PPC.So what’s all the hype and the fuss.
  • Situation:SM revenue is small but intent based PPC revenue is hugh.FB wants this revenue by providing relevant results to people using their social graph. And it’s working, FB has x2 the pageviews of Google and climbing. Consumers are browsing FB and leading to destination websites without the need for SEs.ComplicationGoogle is afraid to lose this revenue so must make itself more compelling by adding a social layer to its search offering – Social Search launched in oct09.QuestionSo what’s google doing to prevent this and will it work?
  • Situation:SM revenue is small but intent based PPC revenue is hugh.FB wants this revenue by providing relevant results to people using their social graph. And it’s working, FB has x2 the pageviews of Google and climbing. Consumers are browsing FB and leading to destination websites without the need for SEs.ComplicationGoogle is afraid to lose this revenue so must make itself more compelling by adding a social layer to its search offering – Social Search launched in oct09.QuestionSo what’s google doing to prevent this and will it work?
  • Social signal to improve relevancy of resultsImprove their own social graph using +1 and ~150M gmail users / google profilesuse of cross social network social graph by plugging into twitter and other social sitesIngoogle’s eyes this is a test and will expand if successful or learn from itI have some doubts because on SERPS I am not in the mindset to +1, but when it is on sites, then I will be
  • A bit like the FB/B tie up but FB is more compelling (more people on the network) and thumbs up far easier to understand.
  • A bit like the FB/B tie up but FB is more compelling (more people on the network) and thumbs up far easier to understand.
  • Need to get consumers interested in Google products earlier - Become a social destination.They may go all out and launch a social network but niche prods is working well so far such as google hotspot for mobile – which is the fastest growth spaceIt is a social networking for mobile called hotpot. It combines google maps with your friends’ suggestions on places to eat and visit. With 146million users of google mail versus facebook’s 600m users, google does have something it could do in the social networking space – community. Its trying to create its own community/ies to interest people and then bring them back to googleadwords which is 95% of googles revenue. But today people like facebook and this threat isnt going anywhere
  • Google+1 may or may not last. Lets look at the technicalities of Google+1 as an affiliate for PPC/SEO
  • SituationLast year saw an explosion of video content on YouTube. 35hrs of video uploaded every minute. Up 145% on 2009.ComplicationIt was also the year when Google display network advertising on YouTube would allow targeting down to individual video content – rather than channel wide as it used to be.QuestionWe wondered if we could leverage these 2 changes to drive incremental sales on an aff basisAnswerWe managed to do that and won 2 awards this year for it including Best Search Award from A4U in May 2011I’d like to share our approach.
  • First of all for those of you who havent seen it, this is a video overlay advert on YouTube
  • Display great for branding, we wanted sales so we focussed our energy on the desire and action stages of the buying cycle.To do that we needed to bringing the relevancy of search to displayGoing to talk through 4 steps we took to do that
  • Be ultra niche on the productUnderstand who the customer is in terms of demo age, gender and also psycho – likes, preferencesEg for a travel client, focus on one route, understand the target customer, what they like, age/gender and then…
  • Find videos to target by category, channel and unique video that fit the customer profile (demo and psycho)
  • Separate campaigns for different target demos – use tech to drive scale
  • If you can target video content that is in eg for a retail client, we targeted Rihanna videos as it fit the customer demo and psychographics. Lots of traffic and so lots of sales.
  • A core part of Google TV is that you see advertising and YouTube advertising is the closest thing to it. So is a training ground.Its not a great product yet and not available widely across europe.Also people say TV it is a lean back device not lean forward so not sales but perhaps for branding.It will be important one day and so YouTube is great training ground.------Google Tv is not live in the UK yet, expected in 2011.I really wanted to stand here today get Google TV and purchasing on your tv is going to be big in 2011. unfortunately that’s not going to happen.The issue of getting content onto Google TV and YouView as a preference for the terrestrial providers, it is going to be a few years before we see people seeing online ads on their tv and buying as mainstream
  • Google says 10% of its search traffic globally is mobile now. Much of that is for local information – pizzas...Much of mobile traffic in search is for local information not to purchase online.how can we maximise mobile for revenue transaction generation beyond local? / what we would like to do is actually maximise mobile for revenue and transactions online. I think 2 factors will influence this.Uptake of mobile search, research and buying by consumers - I think this is happening and I want to share some insights and ways to grow salesSimplicity of mobile commerce
  • This chart shows how sales for our retail clients have grown from 08 to 10. 170% so far and does show some signs of an exponential growth curve.So clearly besides the obvious, data shows that uptake of mobile search is on the up for transactions not just local search.
  • So what are some of the trends? By testing we can see diff things
  • NFC comms basedMakes mobile commerce easier. If it is easier, then more mobile search, more affiliate opportunity.Google spearheading this and Paypal very unhappy as they think their IP was stolen.Be able to bridge mobile activity to a sale in store:- Search for a product. Click ppc ad. Go instore and purchase, this will all feed back to Google Analytics/Adwords.
  • Google Offers (like Groupon) will help bridge desktop activity to offline activity. Probably in your adwords/analytics dashboard:Search for an offer in search or in Google offers. Save to Google Wallet. Go instore and redeem offer. This will appear in adwords/analytics.
  • Click path analysis (ppc alone, then across online, then across offline/online)

Search is Sexy -  Sri Sharma Search is Sexy - Sri Sharma Presentation Transcript

  • Search is Sexy
    Sri Sharma, Managing Director
    June, 2011
  • Introducing Net Media Planet
    Operate across 59 markets and 28 languages
    Over €90 million in client revenue annually
    Passionate about PPC
    We are an award winning paid search marketing agency operating on a performance basis
  • Where search is today
    1.
    Consumers have more ways to search
    A better user experience of search
    Social and search are getting closer
    Search is better integrated with other channels
    ROI remains No. 1 focus
    2.
    3.
    4.
    5.
  • Social Search
  • “social media advertising revenue to reach $4-5 Billion in 2011, paid search advertising to reach $30 Billion in 2011”
    Source Deloitte 2011 Technology and Media Report
  • “social media advertising revenue to reach $4-5 Billion in 2011, paid search advertising to reach $30 Billion in 2011”
    Source Deloitte 2011 Technology and Media Report
  • Improve relevancy using social signals
  • From across social networks
  • Get stickier/ more socially engaging
  • A quick look at Bing!
  • Become a social destination
  • No affect on QS but likely to affect CTR
    Unique to PPC text ad- so factor into optimisation
    Unique to SEO landing page - so factor into optimisation
    Soon to be on GDN and on websites
    Google +1 Consider ...
  • Driving Sales from YouTube
  • Our Approach: search meet display
  • Think Customer
    Understand your product
    Customer demographics
    Customer psychographics
  • Target relevant media
  • Build scale
    Extend themes
    Target specific demographics
    Update schedule regularly
  • Test
    Text ads vs Image ads
    Keep ads fresh
  • Take advantage of SOCIAL BUZZ
  • Test YouTube for affiliate sales and brand awareness for your affiliate site
    Find a fit between the customer and the product
    Target on a granular level - be hyper relevant
    Use Image ads over Text ads
    Take advantage of social media buzz
    Google TV?
    Consider ...
  • Drive Revenue
    from mobile
  • 170% growth in revenue from mobile paid search marketing
    Source: Net Media Planet (Retail)
  • Buying behaviour on mobile
  • Mobile & Tablet still have cheaper traffic than desktop
    CPC by device
    Source: Net Media Planet (Retail)
  • Mobile & tablet impressions are x% of desktop
    Impressions by device
    Source: Net Media Planet (Retail)
  • Target Tablets for higher AOV
    AOV by Device
    Source: Net Media Planet (Retail)
  • Tablet and Desktop conversion rates are similar
    Conversion rate by device
    Source: Net Media Planet (Retail)
  • Optimise by time of day
    Sales by Time of Day: Desktop vs Mobile vs Tablet
    Source: Net Media Planet (Retail)
  • Simplicity of mobile commerce - Click to call affiliate opportunities
  • NFC makes mobile easier
    Bridges online/offline
  • Affiliate revenue opportunities exist in mobile
    CPCs are lower on mobile and tablet devices
    Tablet users are affluent - target them
    Maximise sales through time of day optimisation
    More Click to Call affiliate opportunities
    PPC online to offline activity - Google Wallet
    Consider ...
  • Top 3 Takeaways . . .
    Really understand your target customer
    Use highly targeted PPC for branding and sales e.g. on YouTube and Facebook
    Use targeting in mobile PPC to grow sales
  • Thank you
    Do you have any questions?
    <name of presenter >
    <job title>
    E. <youremailaddress@netmediaplanet.com>
    T. +44 (0) 203 008 8321
    www.netmediaplanet.com