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SES London 2008 - Search Ad Platforms


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SES London 2008 - Search Ad Platforms

  1. 1. Compare & Contrast: Ad Program Strategies SES 2008 – Richard Gregory Latitude Group COO
  2. 2. Why use multiple platforms?
  3. 3. Why use multiple platforms? <ul><li>Reach - Want as much business as possible. </li></ul><ul><li>Other platforms may have a smaller market share – but you wouldn’t ignore the long tail. </li></ul><ul><li>Put more simply; your competitors are, so why aren't you? </li></ul><ul><li>Unique functionality </li></ul><ul><li>Subtle nuances in similar offerings. </li></ul>
  4. 4. Unique Features <ul><li>Demographic Targeting </li></ul><ul><ul><li>Spend where it counts for the right customer </li></ul></ul><ul><ul><li>Target by Age, Income (US) and Locations. </li></ul></ul>
  5. 5. Unique Features <ul><li>Bulk Upload from 3rd party sources – saves time / uniform structure </li></ul><ul><li>Ad Generator – Combine various USPs into ad’s </li></ul>
  6. 6. Unique Features <ul><li>Adwords Editor - bulk upload & download tool </li></ul><ul><li>Account Snapshot Summary – Alerts / last 7 days KPI data / Tips </li></ul>
  7. 7. Unique Features <ul><li>Adscheduling - Set a schedule to increase / reduce bids hourly </li></ul><ul><ul><li>Supported by hourly reporting. </li></ul></ul><ul><ul><li>Compliment other marketing channels such as radio, print or TV </li></ul></ul>
  8. 8. Location Targeting <ul><li>Yahoo! - WhereOnEarth system…only regional not cities. </li></ul><ul><li>Google – “Geo-targeting” </li></ul><ul><li>Microsoft – Geographical location targeting </li></ul><ul><li>All options limited by poor UK IP structure. </li></ul><ul><li>Invaluable for clients with specific outlets, e.g. a car dealerships </li></ul> 
  9. 9. Content networks <ul><li>Google </li></ul><ul><ul><li>allows multiple ad types: Text / image / video / mobile </li></ul></ul><ul><ul><li>Multiple payment models, CPC/CPM/CPA </li></ul></ul><ul><ul><li>Site Exclusion </li></ul></ul><ul><li>Yahoo </li></ul><ul><ul><li>Increase traffic to site </li></ul></ul><ul><ul><li>Text ads similar to Google system – cpc basis </li></ul></ul><ul><li>Microsoft </li></ul><ul><ul><li>Nothing in Europe yet. </li></ul></ul>
  10. 10. Other Players <ul><li>Distributes ads over two networks the Core and Precision. </li></ul><ul><li>Has cheaper clicks but traffic can convert at lower rates </li></ul><ul><li>Can supply logos with PPC ads </li></ul><ul><li>In 2007 launched their own ad serving platform in the US. They will be looking to use it to extend their UK market share which is around 5% </li></ul><ul><li>Specialises in local and vertical search, with cheap clicks but relatively low volume </li></ul>
  11. 11. The Moan Slide! <ul><li>No Gambling ads </li></ul><ul><li>Most Expensive Network </li></ul><ul><li>Keyword Generation and estimator tools are poor </li></ul>  <ul><li>No contextual network. </li></ul><ul><li>Can only target times in 3 hour chunks. </li></ul><ul><li><5% UK market share </li></ul><ul><li>Only 3 countries in which you can serve ads – UK, US and France. </li></ul><ul><li>KW mapping dumbing down search? home insurance = house insurance ??? </li></ul><ul><li>No Ad-Scheduling available </li></ul><ul><li>Slower Ad Editorial – No live review process as with Google </li></ul>