1. Paid for Search Thomas Miles, Planning Director, Lavender* Feb 2010
2. Search = A Statement of intent 11% of all actions online
3. The basics 3 Rank 1 to 3 of PPC Sponsored Results Natural (Organic) SEO Result. Rank 3 to 8 of PPC Sponsored Result
4. Search has an ever increasing role in all categories up 63% year-on-year Source: Google internal data
5. With overall spending increasing Home & Contents Insurance category leaders average $63k spend per quarter for 11k clicks Source: Google internal data
6. It should play a key part in every company’s communications mix
8. 83% 83% Lift In Pages Viewed Lift In Dollars Per Purchaser in-store 26% 11% Increased engagement drives pre-shopping JC Penny 68% As site engagement increases… 46% Dollars per purchaser in-store increases… 37% Display Only Search Only Search & Display (Yahoo, 2007) *: Lift vs. Control Group 8 Multi-media approach works best
9. Increased engagement drives pre-shopping But you need to find an equilibrium Tuesday to Wednesday - 21% drop in display impressions resulted in a 40% drop in branded search sales Friday to Saturday – 28% drop in display impressions resulted in a 63% drop in branded search sales (OMD Search, 2009) 9
10. Decision Awareness Research Needs-based terms: Flights to Sydney General search terms: Cheap flights Loyalty Broad pages allowing individual exploration Product Pages Plan around decision making journey Purchase Value-add terms: Sightseeing in Sydney Targeted terms: Travelocity Purchase Pages Purchase Pages Generic search Branded search
15. & It’s all about positioning 47% of searches result in no clicks on returned results 90% of users click on first page 75% of clicks from 1st five results: 1st 42% 2nd 12% 3rd 8% 4th 6% 5th 5% (AOL leaked data, 2008)
16. Yet if you’re lucky some categories have leeway People completing multipleclicks on page one Car insurance LCD TV Mobile Phones Home Loan Hotel People moving onto page two Car insurance LCD TV Mobile Phones Home Loan Hotel (Research International, 2008)
18. Summary You can’t ignore search Don’t plan a campaign without it Understand the decision-making process Specifically investing in awareness & research phase Understand your audience’s behaviour Be top 5
