SEARCH ENGINEMARKETINGEMERGING TRENDS PRESENTED BY SCOTT WALLDREN
Agenda ‣ Search 101 ‣ Local Targeting ‣ Mobile Targeting ‣ Social Targeting? ‣ The Future1
Search & The Conversion Funnel Awareness “Unawareness” Research Consideration Compare Options Search Ready to Buy Engine Conversion Marketing ConversionOne reason Paid Search provides such great ROI is due to it providing the last clickthat occurs before conversion.Collaborating and measuring interactions with Offline, Display, and other tactics canprovide insights that inform the best Marketing Mix.2
Paid & Organic Search What’s the difference? Paid Search • Advertisers pay for placement in search results • Some control over rank and frequency within search listings • Control of ad copy and landing page Organic Search • Unpaid listings (FREE) • Websites appear based on relevancy • Less control over copy and landing page5
Modern Haiku: The Search Ad UnitOrganic (SEO)TitleURLSnippetSite Links
Modern Haiku: The Search Ad UnitPaid Search (PPC) Headline Display URL Ad Text Site Links… Plus Boxes & Ad Extensions: Location, Click to Call, Product Extensions, etc.
Where Are People Searching?Google:• Largest index• Focuses on “concept matching” queries 3% 2%• Favors “authority” sites (domain age, back links, type of domain).• Personalizes search results based on user’s history and location. 14%Bing: • Emphasizes on-page elements (keywords in page 15% titles, content, anchor text, URLs). • Discovers new sites quickly but removes older 66% pages slowly. • Difficulty indexing sites with broken links or long dynamic URLs. • Integrates Facebook and social media within search results. Google Bing Yahoo Ask AOLYahoo!:• Now powered by Bing algorithm as of summer 2010.• Format varies from Bing, but majority of listings are the same. Chart data source: Hitwise
Google Today Paid Search (PPC) Organic Search (SEO) Video Search (SEO) Real Time Search (Social) Shopping (Feeds) Local (Feeds)9
Targeting Capabilities at a Glance• Language Targeting: Search can target users based on language preference.• GEO Targeting: Search can geographically target a specific region or location• Device Targeting: Search can target mobile devices and—on Google—even specific mobile devices such as the iPad.• Demographic Targeting: Bing Search allows marketers to bid incrementally on gender and age ranges. Google Content also allows marketers to increase bids or exclude targeting some of these criteria.
GoogleWhat Is It?+ is Google’s version of the Facebook and its “Like”button, with the goal of allowing Google users to publiclyvote for or “like” content on the web.Does Anyone Use It?• Mashable (case study online)• H&M• Cadbury• Red Bull
Google (continued)How It Works1. Users must first have or create a Google Profile.2. After logging into a Google Profile, the + button will appear in both Google properties (search results, AdWords ads, etc.) as well as third party on-site functionality similar to Facebook’s “Like” button.3. When a user +’s something, the + button will turn red and the + will be added to the + tab of their Google Profile as well as recommending the +’d links to the user’s contact list from Gmail, Google Talk, Google Contacts, and any people being followed on Google Reader.
Google ImplicationsPotential Game Changer? Too Soon to Tell…• Google+ will factor into an ad’s ability to serve.• Google+ shares a common infrastructure between Paid and Organic Search results, meaning organic rankings could benefit from smart Paid Search campaigns and vice versa.• Currently, users must be logged in to see personalized + results for both SEO and Paid Search. This creates barriers to adoption.
The Future?‣ Delivering The Most Relevant Results will drive innovation. Increased targeting = Increased ROI%‣ Considerations about Privacy "We are very early in the total information we have within Google. The algorithms will get better and we will get better at personalization." - Eric Schmidt, CEO of Google, 2007