Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Search Advertising

1,387 views

Published on

  • Be the first to comment

  • Be the first to like this

Search Advertising

  1. 1. Aisling Blake
  2. 2. Search Advertising
  3. 3.  Grow sales through paid search 1. Don’t forget about SEO 2.3. Use the insights that search can provide4. Harness the growing trend for mobile search5. Maximise the effectiveness of other media through search
  4. 4. Search plays many roles Standalone Understand Predict product the consumer intent Not just technology, it plays an integral part of the marketing and media mix
  5. 5. Search drives more than online
  6. 6. Grow sales through paid search
  7. 7. Start with paid search
  8. 8. Brands canown keyword territories& occupy primereal estate on the SERP
  9. 9. Why invest in paid search? IMMEDIATE FLEXIBLE MEASURABLE SUPPORTS 45% OF THE BRAND ONLINE AD TEST & DRIVES SPEND IN SALES H1 2012
  10. 10. SMEs succeeding with Google AdWords
  11. 11. Don’t forget about SEO
  12. 12. Brands under-invest in SEO$35,000$30,000$25,000$20,000 Paid search$15,000 SEO$10,000 $5,000 $0 2009 2010 2011 2012 2013 2014 Source: Forrester’s Search Engine Marketing ModelMore difficult to prove Difficult to provide any Proof of success may ROI than PPC guaranteed results take up to 6 months
  13. 13. Start with your site
  14. 14. PPC & SEO are complementary
  15. 15. Use the insights that search can provide
  16. 16. We are all searching for something 5.5 searches per day 15% YOY increase in (highest in our peer group in searches in Ireland Europe) Value of time saved by the 20% of daily searches have consumer is 10:1 ROI never been seen before (McKinsey & Company, July 2011)
  17. 17. Use the data generated through search
  18. 18. Harness the growingtrend for mobile search
  19. 19. Mobile search is here to stay 140% increase in mobile searches over past 18 60% of months consumers search on their smartphones every day More searches on mobile than desktop (Japan) Source: Mobile Planet
  20. 20. You need separate mobile activity
  21. 21. Maximise the effectiveness ofother media through search
  22. 22. Search is the bridgebetween traditional media and online
  23. 23. TV is a large driver of search Be Make it Be there consistent easy
  24. 24.  Grow sales through paid search 1. Don’t forget about SEO 2.3. Use the insights that search can provide4. Harness the growing trend for mobile search5. Maximise the effectiveness of other media through search

×