15.07.2010 Track 3 Search Simon Greenman Eur. Directories


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Werbeplanung.at Summit 10

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15.07.2010 Track 3 Search Simon Greenman Eur. Directories

  1. 1. Searching All Over the World<br />A View From Outside Austria<br />Simon Greenman<br />Werbeplanung.at Summit 10<br />Managing Director - Online, European Directories<br />Vienna, 15th-16th July 2010<br />
  2. 2. Introduction<br />Simon Greenman, MD Online - European Directories<br />Who is European Directories?<br />Local search and lead generation company<br />Total revenues circa €700M in 2009<br />Operations in eight countries – Finland, Sweden, Denmark, Netherlands, Austria, Czech, Slovakia and Poland<br />Leading country brands including<br />Over 740,000 small business customers serviced by over 3,000 sales representatives<br />So what can we learn from other countries? Lets take a look at what is happening around the world.<br />2<br />Commercial in Confidence<br />European Directories Country Footprint<br />
  3. 3. How Much Advertising is Online?*<br />Austria is an under developed market for online advertising. 8% of total advertising is online versus 17-33% in other markets.<br />* groupM Autumn 2009 “This Year, Next Year Worldwide media and marketing forecasts”<br />** all in EUR at exchange rate 8/7/10<br />
  4. 4. How Much Paid Search is Online?*<br />Compared to highly developed markets, paid search is a tiny fraction of total advertising market. 3% compared to 13% in Netherlands and 21% in UK.<br />* groupM Autumn 2009 “This Year, Next Year Worldwide media and marketing forecasts”<br />** all in EUR at exchange rate 8/7/10<br />
  5. 5. What About the Online Media Mix?<br />Compared to highly developed markets such as Netherlands and UK, Paid Search in Austria is much a smaller part of online media mix.<br />* groupM Autumn 2009 “This Year, Next Year Worldwide media and marketing forecasts”<br />** all in EUR at exchange rate 8/7/10<br />
  6. 6. Huge Growth To Come in Austrian Paid Search Market<br />While CAGR growth rate in Austria of 45% has been in the middle of the range, Austria is starting from a very low base.<br /><ul><li>groupM Autumn 2009 “This Year, Next Year Worldwide media and marketing forecasts”</li></ul>** all in EUR at exchange rate 8/7/10<br />
  7. 7. And Search is Cheap in Austria (for Now)!*<br />Search is cheap in Austria for now, with prices in the relatively mature US market consistently 10x Austria.<br />* Data courtesy of Matchcraft, inc<br />** all in EUR at exchange rate 8/7/10<br />
  8. 8. So What Should You Do?<br />Take advantage of the “good times.” SEM is:<br />Cheap and has a fantastic ROI in many categories; and <br />Relatively little effort to design and manage campaigns.<br />But recognise that prices will rise along with the time and complexity of campaign management. What should you do?<br />Buy clicks smartly based on tracking and optimisation technology<br />Maximise ROI of search spend by maximising website conversion<br />Ensure that your traffic is from multiple sources. Look at vertical search sites.<br />
  9. 9. How to Win Online - Compare the Meerkat Example<br />9<br />
  10. 10. Vertical Specialists with Strong Brands Get ‘Free’ Traffic & Gain Share….“Compare the Meerkat”<br />10<br />‘car insurance’ queries -20% in two years<br />‘compare the market’ queries +400%<br />
  11. 11. Driving Website Effectiveness – Increase Conversion Rates<br />11<br />
  12. 12. Driving Website Conversion – Examples of Enhancing Your Website<br />12<br />Email Sign Up<br />Test<br /><ul><li>Having the sign up above the fold increased sign ups by 38%
  13. 13. Above the fold and new creative increased sign ups by 89%</li></ul>Landing Page<br />Test<br /><ul><li>Changing the landing page on high vol. driving term reduced bounce rate by 37%
  14. 14. Per visitor value increased by 107%</li></ul>Site Search Results Test<br /><ul><li>Testing the ‘ideal’ search results reduced search exits by 19%
  15. 15. Applied across all searches would increase revenues by 4.1%</li></ul>Product Category Test<br /><ul><li>Changing product category page to large images and 2x3 layout increased add to basket by 10%
  16. 16. This turn increased conversion by 6%</li></li></ul><li>So What Should You Do?Choose A Proven Partner<br />Choose an online marketing partner that is experienced in a broad range of online products and media<br />Talk to Herold! They offer a full suite of lead generation products across print, online, mobile and even TV. Offer turn-key products such as:<br />Yellow Pages Directories<br />Websites<br />Video<br />SEM<br />Affiliate Marketing<br />Banner advertising<br />The key is that your partner understands how the market will evolve and can guide you through this changing landscape.<br />13<br />Commercial in Confidence<br />
  17. 17. But The World of Online Is Changing Very Quickly!<br />30 billion references in 2008<br />100 years old<br />76 billion searches in July 2009<br />11 years old<br />480 million registered users<br />6 years old<br />400 million active users<br />8 billion minutes of usage every day<br />1.4 million business fan pages<br />5 years old<br />Plan to Change Your Plan! <br />Especially Mobile and Facebook<br />5 years old<br />25 million unique visitors in Aug 2009<br />4 years old<br />Over 1 billion video views a day<br />11,575 views per second<br />2 years old<br />7.5 million phones sold in last three months<br />2 years old<br />58 million global visitors in Sep 2009<br />2 years old<br />20 million unique visitors in May 2009<br />
  18. 18. Searching All Over the World<br />Simon Greenman<br />s . greenm a n @ europe a ndirectories . com<br />Managing Director - Online, European Directories<br />Vienna, 15thJuly 2010<br />