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Plaudit Design - TechPulse 2010
Plaudit Design - TechPulse 2010
Plaudit Design - TechPulse 2010
Plaudit Design - TechPulse 2010
Plaudit Design - TechPulse 2010
Plaudit Design - TechPulse 2010
Plaudit Design - TechPulse 2010
Plaudit Design - TechPulse 2010
Plaudit Design - TechPulse 2010
Plaudit Design - TechPulse 2010
Plaudit Design - TechPulse 2010
Plaudit Design - TechPulse 2010
Plaudit Design - TechPulse 2010
Plaudit Design - TechPulse 2010
Plaudit Design - TechPulse 2010
Plaudit Design - TechPulse 2010
Plaudit Design - TechPulse 2010
Plaudit Design - TechPulse 2010
Plaudit Design - TechPulse 2010
Plaudit Design - TechPulse 2010
Plaudit Design - TechPulse 2010
Plaudit Design - TechPulse 2010
Plaudit Design - TechPulse 2010
Plaudit Design - TechPulse 2010
Plaudit Design - TechPulse 2010
Plaudit Design - TechPulse 2010
Plaudit Design - TechPulse 2010
Plaudit Design - TechPulse 2010
Plaudit Design - TechPulse 2010
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Plaudit Design - TechPulse 2010

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Search Marketing: Trends & Updates 2010

Search Marketing: Trends & Updates 2010

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  • Regulatory approval received in February. Scheduled to complete by YE 2010
  • Place pages range from businesses (cafes, offices) to public sites (parks, transit stops).
  • Year after year, it’s been supposed to be the YEAR OF MOBILE. We may finally be close.
  • Transcript

    • 1. Search: Trends &amp; UpdatesJulie KosbabPlaudit Designwww.Plauditdesign.com<br />TechPulse 2010<br />
    • 2. Overview<br />Search Engine Market Share<br />Pay-Per-Click Market Size<br />Market Alert: Yahoo/Bing Search Deal<br />What&apos;s Hot: Local<br />What&apos;s Hot: Mobile<br />Pay-Per-Click: News &amp; Alternatives<br />
    • 3. Search Engine Market Share<br />
    • 4. Pay-Per-Click Market Size<br />2009 Estimated US Spend: $10.7 billion(Source: Interactive Advertising Bureau and PricewaterhouseCoopers)<br />
    • 5. Market Alert:Yahoo/Bing Search Deal<br />Announced July 2009<br />Bing to provide:<br />Algorithmic search results<br />Paid search results and management system<br />Support for self-service paid search advertisers<br />Yahoo to provide:<br />Sales force/support for high volume search advertisers<br />Integrated content related to search results<br />Interface for Yahoo.com presentation of results<br />
    • 6. Anticipated Impact:Yahoo/Bing Search Deal<br />Google will remain dominant player in search and PPC spend<br />Possible usage shifts after merger<br />Continued efforts to improve search experience by all players to seize market share<br />Bing continues to focus on travel, shopping, sport<br />PPC management streamlines with one less player<br />Bandwidth shift to Social PPC?<br />
    • 7. Local Search<br />
    • 8. Local Search<br />Google: At least 20% of searches have local intent<br />Yahoo: 100 Millionunique visitors permonth searchwith “local intent” <br />33% of searchesvia smartphones/mobile are localized<br />
    • 9. Local: Google Places<br />50 million US &apos;place pages&apos;<br />2 million business listings claimed by business owners<br />
    • 10. Local: Google Places<br />New Features:<br />Service area<br />Google photo shoots<br />Sponsored tags<br />Available in San Jose, Houston, Atlanta, Austin, and Washington DC; San Diego, Seattle, Boulder, Chicago and San Francisco coming soon<br />Coupons and mobile coupons<br />
    • 11. Local: Bing Maps<br />Fewer views, users<br />Integrated with several location-based mobile apps, Facebook pages<br />Powerful developer options for use on websites<br />
    • 12. Local: What It Means<br />Local businesses are being given prime search real estate<br />Localization of results allows many businesses to be visible around the same core concepts – in different geographies<br />Provides opportunity for businesses with limited online presence/budget to use Google for lead generation<br />
    • 13. Leveraging Local<br />Set up or claim your business&apos; &apos;place page&apos;<br />Even National firms!<br />Confirm business details<br />Address, phone, service area, categories<br />Ensure profile pages for your business exist on as many location-oriented sites as possible<br />YellowPages, Yelp, etc.<br />Geotag your website<br />
    • 14. Geotagging<br />
    • 15. Mobile<br />
    • 16. Rising Trend: Mobile<br />45.4 millionsmartphones owned in US(February 2010)<br />+21% over 2009<br />30% of users usebrowser on phoneregularly<br />Mobile browsingaccounts for 1.3% of all web use<br />Safari (iPhone) most popular browser<br />
    • 17. Search Engines &amp; Mobile<br />33% of mobile searches have local intent <br />Many others drive shopping activity locally<br />Google acquired mobile ad provider AdMob in late 2009<br />Microsoft – exclusive search/advertising content provider for Verizon phones<br />
    • 18. Going Mobile<br />Localization<br />Making your site local-friendly pays dividends in mobile<br />Accessibility<br />Is your website accessible to multiple platforms?<br />Advertising<br />Specific opportunity in PPC to target mobile devices<br />
    • 19. Pay-Per-Click:New Features, New Networks<br />
    • 20. Pay-Per-Click:Google Remarketing<br />Target users who visited your site but didn&apos;t transact when they visit other sites<br />Available on the Google Content Network.<br />
    • 21. Pay-Per-Click:Google Remarketing<br />Examples:<br />Offer free-ship discounts to individuals who previously browsed your site<br />Last minute sales for time-sensitive items (tickets, hotel rooms, etc.)<br />Event marketing<br />
    • 22. Pay-Per-Click: Google Remarketing<br />Usual Content Network rules apply<br />Monitor which network properties your ads run on<br />Be selective about opportunities<br />Experiment with image or video formats for lower CPCs<br />
    • 23. Pay-Per-Click:Google Click-to-Call<br />Intersection of local, mobile and paid search advertising<br />Include a phone number with ad<br />Displays as additional line of text on smartphones<br />Available to national advertisers<br />
    • 24. Bing: Cashback Ads for Retail<br />Offer rebates and incentives to online shoppers using Bing search.<br />Bing Cashback Search<br />Cost-Per-Click<br />Displays ad next to search results for relevant search terms<br />Invite-Only for Large Advertisers<br />Bing Cashback Shopping<br />Cost-Per-Acquisition<br />Customers search for a product in shopping Vertical Search and select to go to the advertiser’s site<br />Highest ranked product = lowest total cost (price – rebate + shipping)<br />
    • 25. Bing: Cashback Ads for Retail<br />Best for retailers who can compete on price/margin<br />Will gain exposure via Yahoo/Bing deal<br />Push for integration by Holiday 2010<br />
    • 26. Alternate PPC Networks for B2C:FacebookAds<br />Benefits<br />Reach: 400 million users<br />50% use daily<br />Target on location, age, gender, keywords, education, workplace, relationship status, relationship interest, language<br />Drawbacks:<br />User intent<br />ROI and effectiveness<br />Campaign tracking<br />Time to manage<br />
    • 27. Alternate PPC Networks for B2B:Business.com<br />Benefits<br />Reach: 8 million monthly visitors<br />Strong B2B audience<br />Target to categories within Business.com directory<br />Can provide multiple links within an ad for different actions<br />Drawbacks<br />No specific geotargeting<br />Campaign tracking<br />Time to manage<br />Cannot opt out of their distribution network<br />
    • 28. Alternate PPC Networks for B2B: LinkedIn.com<br />Benefits<br />Reach:<br />Professionally oriented<br />Can target based on geography, job title, company size or industry<br />Drawbacks<br />Campaign tracking<br />Awkward interface<br />Targeting limits<br />User intent<br />Time to manage<br />
    • 29. Questions?<br />

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