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Plaudit Design - TechPulse 2010


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.


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