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Harnessing Vertical Search


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Presentation by Iain Fletcher of Convera at the AOP Vertical Search seminar on Jan 21st 2008

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Harnessing Vertical Search

  1. 1. AOP - Harnessing Specialised Search January 22, 2008
  2. 2. Customers include:
  3. 4. About Digital Marketing <ul><li>Increasing complexity </li></ul><ul><li>Much more a science than an art </li></ul><ul><li>Try something </li></ul><ul><li>Measure what happens </li></ul><ul><li>Adjust something </li></ul><ul><li>Try something else……. </li></ul>
  4. 5. Key Strategy Put the leavers of power in the hands of the editors and marketers
  5. 6. <ul><li>Win back search traffic from the big guys </li></ul><ul><li>Widgets and search toolbar syndication </li></ul>Search as a traffic generator
  6. 7. Intelligence from search <ul><li>“ Hold the front page” </li></ul><ul><li>Content gaps? </li></ul><ul><li>“ Cross sell” traffic within your portfolio </li></ul><ul><li>Support email and offline marketing </li></ul><ul><li>Build additional value into your subscriber databases </li></ul>
  7. 8. Revenue opportunities <ul><li>Run-of-site </li></ul><ul><ul><li>Search results pages provide additional page views for general advertising </li></ul></ul><ul><li>Category sponsorships </li></ul><ul><ul><li>Typically tenancy </li></ul></ul>
  8. 9. Keyword targeting <ul><li>Advertisers understand AdWords, and most already use it (CPC model) </li></ul><ul><li>Sell a unique combination of demographic and keyword targeting </li></ul><ul><li>Integrated ad server within our service provides </li></ul><ul><ul><li>A range of payment models </li></ul></ul><ul><ul><ul><li>Tenancy, CPM, CPC </li></ul></ul></ul><ul><ul><li>A range of formats </li></ul></ul><ul><ul><ul><li>banners, buttons, directory listings, sponsored links etc. </li></ul></ul></ul>
  9. 10. Self service advertising? <ul><li>Typically not applicable in B2B </li></ul><ul><ul><li>Is there a long tail of advertisers to address? </li></ul></ul>
  10. 11. Functional examples <ul><li>Looking for “guys?” </li></ul>
  11. 12. Functional examples <ul><li>Looking for “guys?” </li></ul>
  12. 16. Questions?