Search Marketing Predictions 2011

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Greenlight's Search Marketing Predictions – A review of 2010 and forecast for the search landscape in 2011

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Search Marketing Predictions 2011

  1. 1. <ul><li>Paid and Natural Search Predictions </li></ul><ul><li>Today’s Speakers: </li></ul><ul><li>Adam Bunn Hannah Kimuyu </li></ul><ul><li>Director of SEO Director of Paid Search </li></ul>
  2. 2. <ul><li>Paid and Natural Search Predictions </li></ul><ul><li>Earlier this year, Greenlight’s SEO and PPC teams shared their thoughts on what 2010 would deliver for search marketing. </li></ul><ul><li>How did they unfold? </li></ul><ul><li>What happened with Twitter and Google Integration, ‘Microhoo’, Google Audio Indexing and the expected changes to Google AdWords? </li></ul><ul><li>And what's in store for 2011... </li></ul>
  3. 3. Part 1 | 2010 Predictions Looking Back
  4. 4. <ul><li>Investment into “TwitFaceSpace” will continue to rise. </li></ul><ul><li>Google’s Twitter integration will change fundamentally. </li></ul><ul><li>Google factors the content of videos into page relevancy scores. </li></ul><ul><li>Internet use on mobile phones will accelerate and mobile search will take off. </li></ul><ul><li>Search will be a two horse race by the end of the year. </li></ul><ul><li>Google will find more ways to monetise the excess inventory in AdWords. </li></ul><ul><li>Winning the click will be more important than ever. </li></ul><ul><li>There will be increased spends on Google’s Contextual Network. </li></ul><ul><li>Latency becomes part of the Google algorithm. </li></ul><ul><li>Domain structure will play a bigger role for paid search. </li></ul>What Did We Predict?
  5. 5. <ul><li>“ Investment into “TwitFaceSpace” will continue to rise.” </li></ul><ul><li>What did the headlines say? </li></ul><ul><li>‘ Social networks command 23% of all internet time..’ </li></ul><ul><li>‘ Twitter’s ad model became a favourite for big brands in April 2010...’ </li></ul><ul><li>‘ Google adds Facebook status updates to real-time search...’ </li></ul><ul><li>‘ Bing, now with extra Facebook: See what your friends like and people search results...’ </li></ul><ul><li>‘ Google to show Twitter ads in real-time search...’ </li></ul>Twitter, Facebook et al.
  6. 6. <ul><li>“ Investment into “TwitFaceSpace” will continue to rise.” </li></ul><ul><li>How did the social media networks evolve? </li></ul><ul><li>Facebook has over 27 million active users, with over 60% of the UK population now using Facebook regularly. </li></ul><ul><li>The Facebook Homepage alones see’s up to 13 millions users a day, providing a prime advertising space for brands. </li></ul>Twitter, Facebook et al.
  7. 7. <ul><li>“ Investment into “TwitFaceSpace” will continue to rise.” </li></ul><ul><li>How did the social media networks evolve? </li></ul><ul><li>Facebook has over 27 million active users, with over 60% of the UK population now using Facebook regularly. </li></ul><ul><li>The Facebook Homepage alone see’s up to 13 million users a day, providing a prime advertising space for brands. </li></ul><ul><li>Further to this, Facebook has extended its advertising opportunities, focusing </li></ul><ul><li>on more engaging formats that already have improved reach and conversion </li></ul><ul><li>for the majority of advertisers. </li></ul>Twitter, Facebook et al.
  8. 8. <ul><li>“ Investment into “TwitFaceSpace” will continue to rise.” </li></ul><ul><li>How did the social media networks evolve? </li></ul><ul><li>Both Google and Bing have integrated social media updates into their search functions. </li></ul>Twitter, Facebook et al.
  9. 9. <ul><li>“ Investment into “TwitFaceSpace” will continue to rise.” </li></ul><ul><li>How did the social media networks evolve? </li></ul><ul><li>Both Google and Bing have integrated social media updates into their search functions. </li></ul><ul><li>With Google already indexing Twitter and MySpace updates </li></ul><ul><li>in real-time search results by close of 2009, </li></ul><ul><li>Google had also added in Facebook status updates in real-time </li></ul><ul><li>search by the end of Feb 2010. </li></ul>Twitter, Facebook et al.
  10. 10. <ul><li>“ Investment into “TwitFaceSpace” will continue to rise.” </li></ul><ul><li>How did the social media networks evolve? </li></ul>Twitter, Facebook et al. Although somewhat limited to organisations, businesses, celebrities and brands - due to the closer relationship between Microsoft’s Bing and Facebook.
  11. 11. <ul><li>“ Investment into “TwitFaceSpace” will continue to rise.” </li></ul><ul><li>How did the social media networks evolve? </li></ul>Twitter, Facebook et al. Although somewhat limited to organisations, businesses, celebrities and brands - due to the closer relationship between Microsoft’s Bing and Facebook. This was then followed by a partnership between Yahoo! and Twitter which not only takes in search but also a deeper integration of micro-blogging service tools.
  12. 12. <ul><li>“ Investment into “TwitFaceSpace” will continue to rise.” </li></ul><ul><li>How did the social media networks evolve? </li></ul>Twitter, Facebook et al. Although somewhat limited to organisations, businesses, celebrities and brands - due to the closer relationship between Microsoft’s Bing and Facebook. This was then followed by a partnership between Yahoo! and Twitter which not only takes in search but also a deeper, integration micro-blogging service tools. Quite recently, Google will now show Twitter ads in real-time search as well.
  13. 13. <ul><li>“ Investment into “TwitFaceSpace” will continue to rise.” </li></ul><ul><li>So has this lead to more investment into “TwitFaceSpace” </li></ul><ul><li>The simple answer – Yes. </li></ul><ul><li>The stats alone suggest that overall, Facebook’s advertising programme has seen a significant increase in the number of advertisers and the investments made. </li></ul>Twitter, Facebook et al.
  14. 14. <ul><li>“ Investment into “TwitFaceSpace” will continue to rise.” </li></ul><ul><li>So has this lead to more investment into “TwitFaceSpace” </li></ul><ul><li>The simple answer – Yes. </li></ul><ul><li>The stats alone suggest that overall, Facebook’s advertising programme has seen a significant increase in the number of advertisers and the investments made. </li></ul><ul><li>Using Greenlight’s client base as an example, we’ve certainly doubled our investment into Facebook alone. </li></ul>Twitter, Facebook et al.
  15. 15. <ul><li>“ Investment into “TwitFaceSpace” will continue to rise.” </li></ul><ul><li>So has this lead to more investment into “TwitFaceSpace” </li></ul><ul><li>The simple answer – Yes. </li></ul><ul><li>The stats alone suggest that overall, Facebook’s advertising programme has seen a significant increase in the number of advertisers and the investments made. </li></ul><ul><li>Using Greenlight’s client base as an example, we’ve certainly doubled our investment into Facebook alone. </li></ul><ul><li>And will be investing into Twitter, LinkedIn and My Space advertising programmes. </li></ul>Twitter, Facebook et al.
  16. 16. <ul><li>“ Investment into “TwitFaceSpace” will continue to rise.” </li></ul><ul><li>So has this lead to more investment into “TwitFaceSpace” </li></ul><ul><li>The simple answer – Yes. </li></ul><ul><li>The stats alone suggest that overall, Facebook’s advertising programme has seen a significant increase in the number of advertisers and the investments made. </li></ul><ul><li>Using Greenlight’s client base as an example, we’ve certainly doubled our investment into Facebook alone. </li></ul><ul><li>And will be investing into Twitter, LinkedIn and My Space advertising programmes. </li></ul><ul><li>The evolution of social media advertising has delivered extensive reach , that can be targeted in a more sophisticated way than search - and in some cases, it has the ability to achieve branding, customer engagement and acquisition. </li></ul>Twitter, Facebook et al.
  17. 17. <ul><li>“ Google’s Twitter integration will change fundamentally.” </li></ul>Google’s Twitter Integration
  18. 18. Google’s Twitter Integration
  19. 19. Google’s Twitter Integration
  20. 20. Google’s Twitter Integration
  21. 21. Google’s Twitter Integration
  22. 22. <ul><li>“ Google factors the content of videos into page relevancy scores.” </li></ul>Google Audio Indexing
  23. 23. Google Audio Indexing
  24. 24. <ul><li>“ Internet use on mobile phones will accelerate and mobile search will take off.” </li></ul><ul><li>We seemed so sure when we made this prediction, </li></ul><ul><li>Furthermore, the sizable investments made by Google and Yahoo! suggested that Mobile would be a major player in the 2010 search arena. But has the mobile market really grown? </li></ul>Mobile Search
  25. 25. <ul><li>“ Internet use on mobile phones will accelerate and mobile search will take off.” </li></ul><ul><li>We seemed so sure when we made this prediction, </li></ul><ul><li>Furthermore, the sizable investments made by Google and Yahoo! suggested that Mobile would be a major player in the 2010 search arena. But has the mobile market really grown? </li></ul><ul><li>The earlier part of the year certainly looked that way, </li></ul><ul><li>with growth increasing considerably month on month . </li></ul>Mobile Search
  26. 26. <ul><li>“ Internet use on mobile phones will accelerate and mobile search will take off.” </li></ul><ul><li>2010 has delivered, as predicted: </li></ul><ul><li>more interest from both advertisers and users </li></ul><ul><li>better search integration, e.g. Contextual ads now feature on mobile </li></ul><ul><li>increased investments into mobile platforms by advertisers and brands </li></ul>Mobile Search
  27. 27. <ul><li>“ Internet use on mobile phones will accelerate and mobile search will take off.” </li></ul><ul><li>One other way to look at this is by sector or vertical. </li></ul><ul><li>Largest sectors include: Retail, Entertainment, Media and Telecoms. </li></ul>Mobile Search
  28. 28. <ul><li>“ Internet use on mobile phones will accelerate and mobile search will take off.” </li></ul><ul><li>One other way to look at this is by sector or vertical. </li></ul><ul><li>Largest sectors include: Retail, Entertainment, Media and Telecoms. </li></ul><ul><li>Search now accounts for 54% (£20.2m) of all mobile ad spend </li></ul><ul><li>after a 41% year-on-year rise. </li></ul>Mobile Search
  29. 29. <ul><li>“ Internet use on mobile phones will accelerate and mobile search will take off.” </li></ul><ul><li>One other way to look at this is by sector or vertical. </li></ul><ul><li>Largest sectors include: Retail, Entertainment, Media and Telecoms. </li></ul><ul><li>Search now accounts for 54% (£20.2m) of all mobile ad spend </li></ul><ul><li>after a 41% year-on-year rise. </li></ul><ul><li>IAB also predicts continued growth for the mobile channel over the next five years. </li></ul>Mobile Search
  30. 30. <ul><li>“ Internet use on mobile phones will accelerate and mobile search will take off.” </li></ul><ul><li>One other way to look at this is by sector or vertical. </li></ul><ul><li>Largest sectors include: Retail, Entertainment, Media and Telecoms. </li></ul><ul><li>Search now accounts for 54% (£20.2m) of all mobile ad spend </li></ul><ul><li>after a 41% year-on-year rise. </li></ul><ul><li>IAB also predicts continued growth for the mobile channel over the next five years. </li></ul><ul><li>Suggesting it could reach £50 million ($77 million) in 2010 , and </li></ul><ul><li>an ambitious £285 million ($437 million) in 2014 in the UK alone. </li></ul>Mobile Search
  31. 31. <ul><li>“ Internet use on mobile phones will accelerate and mobile search will take off.” </li></ul><ul><li>Focusing specially on the retail sector we’ve seen a massive investment from advertisers/brands into making mobile ‘work’. </li></ul><ul><li>Our observations of the year have so far concluded, that retailers have benefitted the most from mobile, </li></ul>Mobile Search
  32. 32. <ul><li>“ Internet use on mobile phones will accelerate and mobile search will take off.” </li></ul><ul><li>Focusing specially on the retail sector we’ve seen a massive investment from advertisers/brands into making mobile ‘work’. </li></ul><ul><li>Our observations of the year have so far concluded, that retailers have benefitted the most from mobile, </li></ul><ul><li>With the ongoing developments with all Smart phones and not forgetting Apple’s iPhone, and their associated applications - the consumers’ intent to purchase is a lot easier now. </li></ul>Mobile Search
  33. 33. <ul><li>“ Internet use on mobile phones will accelerate and mobile search will take off.” </li></ul><ul><li>Focusing specially on the retail sector we’ve seen a massive investment from advertisers/brands into making mobile ‘work’. </li></ul><ul><li>Our observations of the year have so far concluded, that retailers have benefitted the most from mobile, </li></ul><ul><li>With the ongoing developments with all Smart phones and not forgetting Apple’s iPhone, and their associated applications - the consumers’ intent to purchase is a lot easier now. </li></ul><ul><li>We’ve also seen certain markets excel a little more, </li></ul><ul><li>for example Italy, Spain, Sweden, Germany, UK, and the U.S. </li></ul>Mobile Search
  34. 34. <ul><li>“ Internet use on mobile phones will accelerate and mobile search will take off.” </li></ul><ul><li>Focusing specially on the retail sector we’ve seen a massive investment from advertisers/brands into making mobile ‘work’. </li></ul><ul><li>Our observations of the year have so far concluded, that retailers have benefitted the most from mobile, </li></ul><ul><li>Females specifically are the leaders here... </li></ul><ul><li>‘ Women charge ahead in their use of the mobile Internet in their day-to-day lives </li></ul><ul><li>(particularly shopping)’ . </li></ul>Mobile Search
  35. 35. <ul><li>“ Internet use on mobile phones will accelerate and mobile search will take off.” </li></ul><ul><li>Females specifically are the leaders here... </li></ul>Mobile Search <ul><li>Women “want the entire mall” on their mobile (survey by miBuys) </li></ul><ul><li>Retail is top of the type of offers women are interesting in receiving on their mobile phones (53%) followed by concerts/events (21%), dining (16%) and cinema (7%). </li></ul>
  36. 36. <ul><li>“ Internet use on mobile phones will accelerate and mobile search will take off.” </li></ul><ul><li>Females specifically are the leaders here... </li></ul>Mobile Search <ul><li>Women “want the entire mall” on their mobile (survey by miBuys) </li></ul><ul><li>Retail is top of the type of offers women are interesting in receiving on their mobile phones (53%) followed by concerts/events (21%), dining (16%) and cinema (7%). </li></ul><ul><li>- The average female downloading content, using an Android device, downloads 21% more mobile content than the average man. </li></ul>
  37. 37. <ul><li>“ Internet use on mobile phones will accelerate and mobile search will take off.” </li></ul><ul><li>Females specifically are the leaders here... </li></ul>Mobile Search <ul><li>Women “want the entire mall” on their mobile (survey by miBuys) </li></ul><ul><li>Retail is top of the type of offers women are interesting in receiving on their mobile phones (53%) followed by concerts/events (21%), dining (16%) and cinema (7%). </li></ul><ul><li>- The average female downloading content, using an Android device, downloads 21% more mobile content than the average man. </li></ul><ul><li>- During April this year, women consumed twice the amount of mobile entertainment content as men- 4.5million downloads compared to 2.2million. </li></ul>
  38. 38. <ul><li>“ Search will be a two horse race by the end of the year.” </li></ul>Search A Two Horse Race?
  39. 39. Search A Two Horse Race?
  40. 40. Search A Two Horse Race?
  41. 41. <ul><li>“ Google will find more ways to monetise the excess inventory in AdWords.” </li></ul><ul><li>Yes they did, and to name a few... </li></ul><ul><li>The acquisition of Double Click, transforming the Google Content Network into Google Display Network, </li></ul><ul><li>Product Listings, </li></ul><ul><li>Site Links, </li></ul><ul><li>Comparison Ads, </li></ul><ul><li>Instant Search, </li></ul><ul><li>Video Ads, </li></ul><ul><li>YouTube expansion. </li></ul>AdWords Inventory
  42. 42. <ul><li>“ Google will find more ways to monetise the excess inventory in AdWords.” </li></ul><ul><li>Focusing on Google’s Site Links </li></ul><ul><li>Initially introduced at the back end of 2009 and highlighted it as Google’s next chapter in search advertising, and a major focus for AdWords in 2010. </li></ul><ul><li>The aim being to deliver new ad models, with richer information, in the most useful format to the end user. </li></ul>AdWords Inventory
  43. 43. <ul><li>“ Google will find more ways to monetise the excess inventory in AdWords.” </li></ul><ul><li>Initially introduced at the back end of 2009 and highlighted it as Google’s next chapter in search advertising, and a major focus for AdWords in 2010. </li></ul><ul><li>The aim being to deliver new ad models, with richer information, in the most useful format to the end user . </li></ul><ul><li>Similar to extra links seen in natural listings, these allow for additional links to be placed within a sponsored ad, targeting pages deeper in a site, thus making the landing pages more relevant to the searcher/viewer. </li></ul><ul><li>In June, Google rolled out Ad Sitelinks to all advertisers. </li></ul>AdWords Inventory
  44. 44. <ul><li>“ Google will find more ways to monetise the excess inventory in AdWords.” </li></ul><ul><li>The benefits of this highly adopted ad extension included: </li></ul><ul><li>Greater visibility and brand defence, a chance to steer the click away from the competition, </li></ul>AdWords Inventory
  45. 45. <ul><li>“ Google will find more ways to monetise the excess inventory in AdWords.” </li></ul><ul><li>The benefits of this highly adopted ad extension included: </li></ul><ul><li>Greater visibility and brand defence, a chance to steer the click away from the competition, </li></ul><ul><li>Increased landing relevancy and better visitor segmentation, key to gaining better quality traffic and improving conversion rates, </li></ul>AdWords Inventory
  46. 46. <ul><li>“ Google will find more ways to monetise the excess inventory in AdWords.” </li></ul><ul><li>The benefits of this highly adopted ad extension included: </li></ul><ul><li>Greater visibility and brand defence, a chance to steer the click away from the competition, </li></ul><ul><li>Increased landing relevancy and better visitor segmentation, key to gaining better quality traffic and improving conversion rates, </li></ul><ul><li>Displaying special offers, additional promotional messaging, </li></ul>AdWords Inventory
  47. 47. <ul><li>“ Google will find more ways to monetise the excess inventory in AdWords.” </li></ul><ul><li>The benefits of this highly adopted ad extension included: </li></ul><ul><li>Greater visibility and brand defence, a chance to steer the click away from the competition, </li></ul><ul><li>Increased landing relevancy and better visitor segmentation, key to gaining better quality traffic and improving conversion rates, </li></ul><ul><li>Displaying special offers, additional promotional messaging, </li></ul><ul><li>Ability to use symbols in Sitelinks, </li></ul>AdWords Inventory
  48. 48. <ul><li>“ Google will find more ways to monetise the excess inventory in AdWords.” </li></ul><ul><li>The benefits of this highly adopted ad extension included: </li></ul><ul><li>Greater visibility and brand defence, a chance to steer the click away from the competition, </li></ul><ul><li>Increased landing relevancy and better visitor segmentation, key to gaining better quality traffic and improving conversion rates, </li></ul><ul><li>Displaying special offers, additional promotional messaging, </li></ul><ul><li>Ability to use symbols in Sitelinks, </li></ul><ul><li>Higher click through rates. </li></ul>AdWords Inventory
  49. 49. <ul><li>“ Google will find more ways to monetise the excess inventory in AdWords.” </li></ul><ul><li>The benefits of this highly adopted ad extension included: </li></ul><ul><li>Greater visibility and brand defence, a chance to steer the click away from the competition, </li></ul><ul><li>Increased landing relevancy and better visitor segmentation, key to gaining better quality traffic and improving conversion rates, </li></ul><ul><li>Displaying special offers, additional promotional messaging, </li></ul><ul><li>Ability to use symbols in Sitelinks, </li></ul><ul><li>Higher click through rates. </li></ul><ul><li>Although viewed as one of the ways Google has found to monetise the excess inventory in AdWords – the addition of Site Links has been a positive addition to advertisers – contributing to increased returns from Paid Search. </li></ul>AdWords Inventory
  50. 50. <ul><li>“ Google will find more ways to monetise the excess inventory in AdWords.” </li></ul><ul><li>For more detailed information on this please see our White Paper on Google Site Links, which you can find on the Greenlight blog: </li></ul><ul><li>http://blog.greenlightsearch.com/greenlights_search_blog/2010/08/getting-the-most-out-of-ad-sitelinks.html </li></ul>AdWords Inventory
  51. 51. <ul><li>“ Winning the click will be more important than ever.” </li></ul>Winning The Click
  52. 52. Winning The Click
  53. 53. Winning The Click
  54. 54. Winning The Click
  55. 55. <ul><li>“ There will be increased spends on Google’s Contextual Network.” </li></ul><ul><li>‘ The acquisition of Double Click, transforming the Google Content Network into Google Display Network has pushed advertisers into investment more.’ </li></ul><ul><li>So what’s changed? </li></ul><ul><li>Tagged as ‘smart targeting for powerful impressions’ Google’s acquisition of Double Click has brought display advertising (with a twist) to search. </li></ul>Google Contextual Network
  56. 56. <ul><li>“ There will be increased spends on Google’s Contextual Network.” </li></ul><ul><li>So what’s changed? </li></ul><ul><li>The Google Display Network (GDN) includes a collection of websites that have partnered with Google, YouTube, and specific Google properties that display AdWords ads. </li></ul><ul><li>Multiple targeting options, </li></ul><ul><li>Multiple ad formats including: </li></ul>Google Contextual Network
  57. 57. <ul><li>“ There will be increased spends on Google’s Contextual Network.” </li></ul><ul><li>So what’s changed? </li></ul><ul><li>The Google Display Network (GDN) includes a collection of websites that have partnered with Google, YouTube, and specific Google properties that display AdWords ads. </li></ul><ul><li>Multiple targeting options, </li></ul><ul><li>Multiple ads formats including: Text Ads . </li></ul>Google Contextual Network
  58. 58. <ul><li>“ There will be increased spends on Google’s Contextual Network.” </li></ul><ul><li>So what’s changed? </li></ul><ul><li>The Google Display Network (GDN) includes a collection of websites that have partnered with Google, YouTube, and specific Google properties that display AdWords ads. </li></ul><ul><li>Multiple targeting options, </li></ul><ul><li>Multiple ads formats including: Rich Media . </li></ul>Google Contextual Network
  59. 59. <ul><li>“ There will be increased spends on Google’s Contextual Network.” </li></ul><ul><li>So what’s changed? </li></ul><ul><li>The Google Display Network (GDN) includes a collection of websites that have partnered with Google, YouTube, and specific Google properties that display AdWords ads. </li></ul><ul><li>Multiple targeting options, </li></ul><ul><li>Multiple ads formats including: Video . </li></ul>Google Contextual Network
  60. 60. <ul><li>“ There will be increased spends on Google’s Contextual Network.” </li></ul><ul><li>So what’s changed? </li></ul>Google Contextual Network Contextual Targeting Placement Targeting Remarketing Use keywords and themes to find the best placements for your message across the Google Display Network. Put your message on the websites you think are the best match for your business. You can show your ad on specific web pages, online videos, games, RSS feeds, and mobile sites that you select. You can even block your ads from sites you don't think are relevant. Communicate with people who’ve previously visited key pages on your website as they browse the other web pages in the Google Display Network. This powerful technology lets you match the right people with highly relevant messages for effective results. Visually your ads are presented in both text and banner (ad creative) formats. Various Banner formats, Rich Media, Video Ads. Various banner formats, Rich Media.
  61. 61. <ul><li>“ There will be increased spends on Google’s Contextual Network.” </li></ul><ul><li>We recently held a webinar about Google’s Display Network. The main headlines included: </li></ul><ul><li>- What is the Google Display Network (GDN) </li></ul><ul><li>- How to build a Display Campaign? </li></ul><ul><li>- Making the GDN deliver sales as well as brand awareness </li></ul><ul><li>- How to optimise a GDN campaign </li></ul><ul><li>- What the future looks like for the GDN </li></ul><ul><li>Also see a previous Greenlight webinar, which focused on the Google Display Network: </li></ul><ul><li>http://www.greenlightsearch.com/knowledge/webinars/17-google-display-network/ </li></ul>Google Contextual Network
  62. 62. <ul><li>“ There will be increased spends on Google’s Contextual Network.” </li></ul><ul><li>Highlights from the webinar included... </li></ul><ul><li>Google’s Display Network now reaches over 70% of unique users worldwide, </li></ul><ul><li>Targets users in more than 20 languages in over 100 countries, </li></ul>Google Contextual Network
  63. 63. <ul><li>“ There will be increased spends on Google’s Contextual Network.” </li></ul><ul><li>Highlights from the webinar included... </li></ul><ul><li>Google’s Display Network now reaches over 70% of unique users worldwide, </li></ul><ul><li>Targets users in more than 20 languages in over 100 countries, </li></ul><ul><li>It has its own Quality Score, relating mainly to the ‘relevancy’ of the ads/keywords to the placement (site). </li></ul><ul><li>The process for optimisation needs to be more specific for text based ads - fewer keywords, </li></ul>Google Contextual Network
  64. 64. <ul><li>“ There will be increased spends on Google’s Contextual Network.” </li></ul><ul><li>Highlights from the webinar included... </li></ul><ul><li>Google’s Display Network now reaches over 70% of unique users worldwide, </li></ul><ul><li>Targets users in more than 20 languages in over 100 countries, </li></ul><ul><li>It has its own Quality Score, relating mainly to the ‘relevancy’ of the ads/keywords to the placement (site). </li></ul><ul><li>The process for optimisation needs to be more specific for text based ads - fewer keywords, </li></ul><ul><li>Also think laterally for the placement targeting - this is where the behavioural and demographic targeting comes into play, </li></ul><ul><li>Introduction of ‘Category’ based targeting - again keep things focused but around themes, e.g. Technology customers. </li></ul><ul><li>Remarketing (also known as re-targeting) has been the saving grace - allowing you to re-target ‘lost’ customers. </li></ul>Google Contextual Network
  65. 65. <ul><li>“ There will be increased spends on Google’s Contextual Network.” </li></ul><ul><li>But more importantly...Google’s Display Network is powerful, it performs well and delivers. </li></ul>Google Contextual Network
  66. 66. <ul><li>“ Latency becomes part of the Google algorithm.” </li></ul>Site Speed
  67. 67. Site Speed “ ...today we’re including a new signal in our search ranking algorithms: site speed.”
  68. 68. <ul><li>“ Domain structure will play a bigger role for paid search.” </li></ul><ul><li>The outcome of this prediction hasn’t been as clear cut as the others. </li></ul>Paid Search & Domain Structure
  69. 69. <ul><li>“ Domain structure will play a bigger role for paid search.” </li></ul><ul><li>The outcome of this prediction hasn’t been as clear cut as the others. </li></ul><ul><li>Quite recently it seems Google has started to penalise advertisers if they use sub-domains, </li></ul><ul><li>Meaning your Quality Score is affected negatively, </li></ul><ul><li>So on this point, it seems the domain structure has played somewhat a bigger role in paid search . </li></ul>Paid Search & Domain Structure
  70. 70. <ul><li>“ Domain structure will play a bigger role for paid search.” </li></ul><ul><li>The outcome of this prediction hasn’t been as clear cut as the others. </li></ul><ul><li>Quite recently it seems Google has started to penalise advertisers if they use sub-domains, </li></ul><ul><li>Meaning your Quality Score is effected negatively, </li></ul><ul><li>So on this point, it seems the domain structure has played somewhat a bigger role in paid search. </li></ul><ul><li>Outside of this, the lines are still a little blurred and this side of Google’s Quality Score has still got more room for further development, </li></ul><ul><li>… in other words we expect to see more from the Landing Page Quality (LPQ) score. </li></ul>Paid Search & Domain Structure
  71. 71. <ul><li>“ Domain structure will play a bigger role for paid search.” </li></ul><ul><li>In addition to this, one quite noticeable trend for advertisers is adding the keyword or landing page category/product reference into the display URL. </li></ul>Paid Search & Domain Structure
  72. 72. <ul><li>“ Domain structure will play a bigger role for paid search.” </li></ul><ul><li>In addition to this, one quite noticeable trend for advertisers is adding the keyword or landing page category/product reference into the display URL. </li></ul><ul><li>Everyone’s doing it and so far, the effort has proven: </li></ul><ul><li>Increases relevancy of expected landing page, </li></ul><ul><li>Google is reading this url, and therefore checking with the landing page thus adding as a ‘consideration’ when assigning quality score. </li></ul>Paid Search & Domain Structure
  73. 73. <ul><li>Investment into “TwitFaceSpace” will continue to rise . </li></ul><ul><li>Google’s Twitter integration will change fundamentally. </li></ul><ul><li>Google factors the content of videos into page relevancy scores. </li></ul><ul><li>Internet use on mobile phones will accelerate and mobile search will take off. </li></ul><ul><li>Search will be a two horse race by the end of the year. </li></ul><ul><li>Google will find more ways to monetise the excess inventory in AdWords. </li></ul><ul><li>Winning the click will be more important than ever. </li></ul><ul><li>There will be increased spends on Google’s Contextual Network. </li></ul><ul><li>Latency becomes part of the Google algorithm. </li></ul><ul><li>Domain structure will play a bigger role for paid search. and </li></ul>How Did We Do?
  74. 74. Part 2 | Our Predictions for 2011
  75. 75. <ul><li>Google and Bing will offer app search before the year is out. </li></ul><ul><li>Display marketing will mirror much of what is search in practice. </li></ul>What Do We Predict?
  76. 76. <ul><li>Google and Bing will offer app search before the year is out. </li></ul><ul><li>Display marketing will mirror much of what is search in practice. </li></ul><ul><li>Google Vs. Bing hots up. </li></ul><ul><li>Y! “Rich ads in Search” proposition will take off, prompting Google to consider offering display style ads within the SERP. </li></ul>What Do We Predict?
  77. 77. <ul><li>Google and Bing will offer app search before the year is out. </li></ul><ul><li>Display marketing will mirror much of what is search in practice. </li></ul><ul><li>Google Vs. Bing hots up. </li></ul><ul><li>Y! “Rich ads in Search” proposition will take off, prompting Google to consider offering display style ads within the SERP. </li></ul><ul><li>Too much content on the web. </li></ul><ul><li>There will be massive growth in the contextual base pay per click model - pulling away from the search engine domain to advertisers such as such as Ebay or Amazon. </li></ul>What Do We Predict?
  78. 78. <ul><li>Google and Bing will offer app search before the year is out. </li></ul><ul><li>Display marketing will mirror much of what is search in practice. </li></ul><ul><li>Google Vs. Bing hots up. </li></ul><ul><li>Y! “Rich ads in Search” proposition will take off, prompting Google to consider offering display style ads within the SERP. </li></ul><ul><li>Too much content on the web. </li></ul><ul><li>There will be massive growth in the contextual base pay per click model - pulling away from the search engine domain to advertisers such as such as Ebay or Amazon. </li></ul><ul><li>Instant Previews are here to stay, making 2011 “web design year”. </li></ul><ul><li>Pre-targeting, Re-targeting, Re-marketing - will be a prerequisite of any search strategy. </li></ul>What Do We Predict?
  79. 79. <ul><li>Google and Bing will offer app search before the year is out. </li></ul><ul><li>Display marketing will mirror much of what is search in practice. </li></ul><ul><li>Google Vs. Bing hots up. </li></ul><ul><li>Y! “Rich ads in Search” proposition will take off, prompting Google to consider offering display style ads within the SERP. </li></ul><ul><li>Too much content on the web. </li></ul><ul><li>There will be massive growth in the contextual base pay per click model - pulling away from the search engine domain to advertisers such as such as Ebay or Amazon. </li></ul><ul><li>Instant Previews are here to stay, making 2011 “web design year”. </li></ul><ul><li>Pre-targeting, Re-targeting, Re-marketing - will be a prerequisite of any search strategy. </li></ul><ul><li>QR codes will replace “search online” calls to action in ATL advertising. </li></ul><ul><li>Google comparison ads will be rolled out across all finance (and perhaps more) vertical keywords. </li></ul>What Do We Predict?
  80. 80. <ul><li>We will be exploring these predictions in greater detail. </li></ul><ul><li>Watch out for an update on our blog: http://blog.greenlightsearch.com/ </li></ul>What Do We Predict?
  81. 81. <ul><li>Paid and Natural Search Predictions </li></ul>

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