The State of Search

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The State of Search

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Elisabeth Osmeloski, Director of Audience Development, Search Engine Land and Marketing Land, talks about her journey in selecting and implementing marketing automation, and the impact on revenue......

Elisabeth Osmeloski, Director of Audience Development, Search Engine Land and Marketing Land, talks about her journey in selecting and implementing marketing automation, and the impact on revenue that has come as a result.

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  • SORT OF KIDDING…. But it has been one of our most popular stories so far this year…

    The next biggest item was Panda 4.0 rollout –
  • Study / infographic by Conductor, April 2014
    – full article here:
    http://marketingland.com/infographic-effective-digital-marketing-channel-80701
  • Study / infographic by Conductor, April 2014

    - SEL / ML – 24% & 18% conv. Rate ORGANIC SEARCH to Subscribers
    – full article here:
    http://marketingland.com/infographic-effective-digital-marketing-channel-80701

  • But - where’s organic search on this list? Are you missing out?
  • These figures do not include mobile search, which is an increasingly large share of overall volume. Mobile now drives more than 30 percent of total US internet traffic.
  • After 15-20 years of hearing “SEO is Dead” – can we all just agree it’s not, and never will be?
  • Google rolls out ~500 to ~600 experiments / search changes in any given year.
    , Google is the IRS. SEOs are the Accountants necessary to stay on top of all the details.
  • Hummingbird & Semantic Search
  • Search Personas are an opportunity to apply audience insights & segment them based on where they are in the conversion funnel – by bucketing your landing pages / kws into groups, you can focus optimization efforts on content most likely to convert or drive users further down the funnel.
  • Many suspect Authorship was killed …. With the motive of driving more clicks back to PAID SEARCH ADS..
  • Many suspect Authorship was killed …. With the motive of driving more clicks back to PAID SEARCH ADS..
  • Of these in-the-trenches changes, the most important are:
    #4 – The old format sunsets in AUGUST 2014, just before holiday retail season
    #6 – mobile ads are growing
    #7 – could have significant implications for Google shopping
    #8 -  search queries are still available in AdWords. Interestingly, the Matched Search Queries report in the AdWords section of Google Analytics still exists and continues to populate.
    #9 - it shows that Google is sitting on yet another trove of data, this one garnered from its Google Consumer Surveys (GCS) platform. It also underscores a larger effort to find new ways to incorporate ratings and reviews into ads in ways that can’t be manipulated by advertisers.
  • Note:  RKG’s retail-heavy client base. Both Google and Bing saw spend increases overall.
    (3Qdigital, who manages >$300M in spend saw similar overall numbers (http://3qdigital.com/google/google-q2-mobile-plas-competition-rise/)
  • -Spending on image-based product ads up by 72% YoY in Q2.
    - Click share up 28% / CPCs up 35%
    -text ad spending rose by just 11% YoY
    Google PLAs generated 26 percent of Google PPC clicks overall
    50 percent of non-brand clicks among advertisers running both PLA and text ads.
    -Bing Product Ads became available to all advertisers at the end of March, drove 8% of Bing Ads non-brand clicks& spend.
    -Bing Product Ads generated 48 %higher revenue per click (RPC) than non-brand text ads — far outpacing Google’s 17 percent spread between PLAs and non-brand text ad RPC. CPCs were 8 percent lower and CTRs were 19 percent better.
  • -1st time smartphone PPC click share has surpassed tablet.
    -Tablet share of clicks remained flat at 18 percent compared to Q1 2014
    -Smartphone click share ticked up a point to 19 percent
    -Overall, mobile spend share hit 27.7 percent, up from 26.9 percent in Q1
    24.1 percent YoY
    -Smartphones generated 25 percent of cross-device conversions
    & 12 percent of single-device conversions.
    - RKG found Google’s cross-device estimates surfaced 7 percent more conversions overall & 14 percent more smartphone orders.
  • -Google’s overall average CPC stat doesn’t just reflect search.
    Enhanced Campaigns tie tablet and desktop bids together — it is no longer possible to bid separately for tablet traffic.
  • -1st time smartphone PPC click share has surpassed tablet.
    -Tablet share of clicks remained flat at 18 percent compared to Q1 2014
    -Smartphone click share ticked up a point to 19 percent
    -Overall, mobile spend share hit 27.7 percent, up from 26.9 percent in Q1
    24.1 percent YoY
    -Smartphones generated 25 percent of cross-device conversions
    & 12 percent of single-device conversions.
    - RKG found Google’s cross-device estimates surfaced 7 percent more conversions overall & 14 percent more smartphone orders.
  • Clicks are up by 30 percent, mobile clicks rose by 133 percent from the previous year.

    Adding Search Scale
    On the scale front — the number one request from advertisers — Bing is getting integrated into more third party platforms and devices as well as Microsoft’s own products, which should mean more search volume.

    Bing is now an integral part of the Windows platform, and Cortana, Microsoft’s digital assistant, is the latest to have Bing integration, including personalized interest cards appearing on the Bing home page.

    Apple announced in June that Bing would be included in its new version of Spotlight on the Mac OS X “Yosemite” operating system and iOS 8 mobile operating system — and dropping Google. Apple’s Siri already uses Bing for search. Amazon’s new Fire phone also uses Bing for search. And with Nokia, now owned by Microsoft, Bing gets in on both Windows phones and Android devices like the Nokia X phones.

    Other partners include Yelp, Netflix, Facebook and Foursquare.

    In another effort to help attract more big advertisers and deliver the scale they need, Bing Ads just increased the number of keywords advertisers can manage to 100,000. Pann says they’re planning to scale that to 1 million keywords by the end of the year.
  • search revenues were up and so were CPCs
    This was the 10th quarterly increase in search revenue for Yahoo
  • Aviate app was being quickly adopted and showed very high rates of engagement: more than 50 user interactions daily on average

    >$350mm acquisition

    In Flurry Yahoo gets both technology and reach (including internationally). Flurry operates its own in-app network but also can programmatically buy across mobile exchanges

    170,000 developers use Flurry Analytics
    Flurry sees app activity from 1.4 billion devices monthly
    Flurry sees 5.5 billion app sessions per day
    Flurry Analytics is in 7 apps per device on average
    8,000 publishers monetize with Flurry
    Flurry works with mobile developers in 150 countries
    Flurry was an early leader in mobile analytics before becoming an ad platform/network. Both pieces (targeting and reach) are critical to Yahoo’s continued display growth.
  • After adding the lead generation cards, Mount Washington College’s (MWC) conversion rate increased 101 percent at a 55 percent lower cost per lead. The brand’s follower rate also tripled.

    what advice he would give to other Twitter advertisers. Here are his suggestions:
    Always separate mobile and desktop.

    Engagement rates and conversion rates will be different between the two and need to be managed accordingly.

    Use engagement rates as an early proxy, but they aren’t always a predictor for conversion rates. Wait until you get enough conversion data before making big decisions on segments, copy, etc.

    From a bidding perspective, be very hands on, particularly at launch. “If you wait too long to act, the tweet might already be decaying.” Twitter requires very active campaign management.
    Constantly test. Langrtry says they are always trying new creative and evolving targeting. They exclude poor performing targets, test new audiences and pull out top performing interest and usernames and give them their own budgets.

Transcript

  • 1. BIGGEST SEARCH STORY OF THE YEAR SO FAR? The State of Search #MKTGNATION14
  • 2. BIGGEST SEARCH STORY OF THE YEAR SO FAR?
  • 3. GOOGLE MOVES PIXELS IN LOGO story: Google's Logo Moves Some Pixels Around
  • 4. CAPTURING AN AUDIENCE where are you finding your most valuable fans?
  • 5. CAPTURING AN AUDIENCE ...in a digital world, all marketers are in audience development
  • 6. MOST EFFECTIVE MARKETING CHANNELS via: Conductor, April 2014
  • 7. MOST EFFECTIVE MARKETING CHANNELS via: Conductor, April 2014
  • 8. Email Clear Leader  32% use frequently  14% never use PPC / Paid Search  35% never use MULTI-CHANNEL MARKETING source: Marketo Marketing Trend Watch Planning Edition 2014
  • 9. SEARCH SHARE: U.S. Google 68% Bing 19% Yahoo 10% Others 3% Market Share source: ComScore, June 2014 Desktop searches via: Yahoo Search Share Falls Below 10 Percent For “All-Time Low”
  • 10. ORGANIC SEARCH
  • 11. IS SEO DEAD? video+slideshow: Marshall Simmonds, June 2014
  • 12. WHY SEO STILL MATTERS via: Marshall Simmonds, June 2014 Google is the IRS, SEO’s are the accountants
  • 13. SEARCHER INTENT via: FAQ: Google's Hummingbird Algorithm
  • 14. SEARCHER PERSONAS via: What SEOs Need To Know About Personas
  • 15. LOCAL SEARCH via: Google Local Carousel Spinning Out Of Control What Matters?
  • 16. WILL GOOGLE+ SURVIVE? via: Google+ Will Not Die But May Change
  • 17. BUT… AUTHORSHIP IS DEAD via: Google Giveth & Google Taketh Away Author Icons
  • 18. PAID SEARCH
  • 19. PAID SEARCH: YTD via: The 10 Most Important Paid Search Developments So Far In 2014 1. Bing Ads Launches PLAs / Mobile Version in Beta 2. Bing Ads Combines Desktop & Tablet Traffic 3. Bing Ads URL Auto-Tagging 4. Google Shopping Campaigns for PLAs 5. Google Testing Ads on Knowledge Graph Panels 6. Step Inside AdWords (Underscores the growth of App Marketing/Mobile ads ) 7. Google Acquires (Amazon Talent) via Rangespan 8. Google Brings [NOT PROVIDED] to Ads 9. AdWords Editor w/ Bid Strategies Support 10.Google Debuts AdWords consumer Ratings Annotations
  • 20. PAID SEARCH: SPEND TRENDS via: RKG Q2 Report: Spend Up 23% YoY
  • 21. PAID SEARCH: PLAs vs. TEXT ADS via: RKG Q2 Report: Spend Up 23% YoY
  • 22. PAID SEARCH: DEVICE TRENDS via: RKG Q2 Report: Spend Up 23% YoY
  • 23. PAID SEARCH: GOOGLE via: Why Google’s Reported CPC Declines Can’t Tell The Story Of “A Mobile Advertising Problem”
  • 24. PAID SEARCH: GOOGLE via: RKG Q2 Report: Spend Up 23% YoY
  • 25. PAID SEARCH: BING ADS plus: Bing Ads Lays Out Plans For Coming Year: More Scale, New Ad Formats, Eventually Automation
  • 26. PAID SEARCH: YAHOO via: Yahoo Earnings Disappoint, But Search & Mobile Revenue Up
  • 27. YAHOO: MOBILE FOCUS via: Yahoo Seeks To Grow Mobile Display With Flurry Acquisition
  • 28. MOBILE SEARCH
  • 29. MOBILE SEO via: Mobile SEO Best Practices
  • 30. Google Now Sending Searches to Apps “we’re expanding it to work for English content worldwide. And we’re including 24 more apps… THE NEXT SEO FRONTIER via: Kerry Dean, SMX Advanced June 2014 – Google Search Blog Apr. 3, 2014
  • 31. THE NEXT SEO FRONTIER via: Kerry Dean, SMX Advanced June 2014
  • 32. VOICE SEARCH via: Google Goes All-In With “OK, Google” Hands-Free Search OK, Google…
  • 33. PREDICTIVE & ASSISTED SEARCH via: Google Now - When Google Searches Before You Think To
  • 34. PREDICTIVE & ASSISTED SEARCH via: Cortana, Microsoft’s Predictive Search Challenger To Google Now & Siri
  • 35. SEARCH & SOCIAL
  • 36. TRENDS via:
  • 37. #OPTIMIZATION via: Your Guide To All Things Hashtag Analytics & Optimization
  • 38. TWITTER CARDS via: How Adobe Used Twitter Lead Gen Cards To Drive Enrollments For A Brand New Online College
  • 39. BIGGEST SEARCH STORY OF THE YEAR SO FAR? Visit our sites to sign up now…. To keep up on the latest trends in search marketing, Get our daily newsletters! SUBSCRIB E!