How Search Works, Christina Sagarduy, Man. Dir. Search, OMG EMEA


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Στην παρουσίαση αυτή, η κα. Christina Sagarduy, Managing Director Search, OMG, θα δώσει ενα σύντομο ιστορικό της πορείας του Search & Performance Marketing, θα τοποθετήσει την έννοια της αναζήτησης και των μηχανών αναζήτησης στο πλαίσιο της online συμπεριφοράς των καταναλωτών, και θα εξετάσει το ρόλο του Search Marketing ως κομμάτι του online media mix καθώς και offline δραστηριοτήτων τα οποία μπορούν να επηρρεάσουν το search.

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How Search Works, Christina Sagarduy, Man. Dir. Search, OMG EMEA

  1. 1. Paid Search Cristina Sagarduy Managing Director Search EMEA - Omnicom Media Group
  2. 2. Search is the gateway to your online touchpoints 81% of internet users enter sites via search engines Search is the most popular online activity after e-mail Growth of search proportional to growth of the Internet Search is important at all stages of the purchase funnel
  3. 3. Paid Search Paid Search Paid Search is Consumer Initiated Advertising – Advertising that is consumed proactively and triggered by a search query
  4. 4. How Do You Run a Paid Search Campaign? | Proprietary & Confidential4 Think on your objective Select Keywords Write Ad-Copy Choose Landing Page Set bid price (it is an auction) Track performance Evaluate & Optimise
  5. 5. Engage consumers at all stages of the purchase funnel Refine Research Decide Identify Associate Order No specific interest in something specific Opportunity to connect your brand with genre Prospective research products Generally prompted by non Search factors Strong interest in a product Refine process to select a product / Brand Has chosen the product/brands Use Search to ‘navigate to website Use Search to identify purchase point
  6. 6. Keyword Theme Map example engage with the query Eco car Low emissions Etc. Eco friendly auto Best eco friendly car Compare eco cars eco2 Blue Lion Blue efficiency Peugeot low emission 307 blue lion 307 offers Dealership names Dealership locator tool Peugeot resellers Associate Research Refine Decide Identify Etc. Etc. Etc. Etc. Top Funnel Mid Funnel Low Funnel
  7. 7. Purchase Funnel Example
  8. 8. Building Brand Via Search Create brand demand - customer engagement cycle Share of early phase media, adding key Awareness, Consideration and Inquiry Phase terms to campaigns Organize your accounts according to stages of Customer Engagement Aligned media buys and strategy with business goals
  9. 9. Search Behaviour is affected by External Factors News Offline Advertising Word of mouth Seasonality
  10. 10. Leveraging Search on other media channels to enhance your brand Key factors to consider: – TV rating vs. search click – Geo targeting of campaign – Creative management – Budget up-weights – Tag lines included in the keywords 39% of online searchers influenced by offline messages ultimately make a purchase 57% of online shoppers would be less likely to buy from a brand offline if they experienced problems online.
  11. 11. Summary Consumer interest and motivation is identified via search query Paid Search enables you to select, target and engage with the consumers who want to connect to you. Paid search allows you to tailored your message and content to individual consumer needs Paid Search can be measure and constantly refine to achieve greater success and ROI Search leverages the rest of your media efforts
  12. 12. Paid Search Cristina Sagarduy Managing Director Search EMEA - Omnicom Media Group