Good morning everyone. Today I’ll like to take the next half a hour talking about Search Marketing in 2011 and beyond.First, for those of you who we havent met, a bit background on myself and Net Media Planet.
Talk through about Net Media PlanetI am founder and managing director of Net Media Planet.We are a dedicated paid search marketing agency.2)Situation: It’s a fresh new year, we all want to maximise performance for our brands and see success – and we have brilliant plans to make this happenComplication: But reality is there is lots of things that can interfere with our plans – competitors being more innovative, macro climate – risk of double dip recession, stagflation – rising inflation/poor economy, job cuts in public sector namely NHS coming, recession riskQuestion:Within online marketing, search and partic paid search is 60% of that budget. So a big piece of the pie, so what we can control is making best use of this channel and doing this as effectively and innovatively as possible.Answerso today is all about saying how can we be smarter and more innovative in search and wider marketing in 2011So I would like to talk about how we can do this in 2011.First lets take a step back and look at where search is at at the start of 2011
Consumers have more ways to searchMore ways to ‘find’ informationPeople use maps on mobiles over search engines to search for dstination information such as local shops and restaurantsRetargeting provides better advertisingDynamic display provides better more relevant targetingSocial networks like facebooktwitter – i can see real time informationA better experience of searchIf you look at google – google instant, PPC product/star listings/maps, natural listings – universal search with twitter and video and imageSocial and Search are getting closerGoogle have a version of social search coming, bing results now how facebook likes integratedSearch is better integrated with other channelsCross channel integration is more widely used providing visibility and insight more sophisticated attribution modelling being used by clientsROI remains priority No. 1- Above all partic with market climate, ROI remains priority NO. for brands through PPC and SEO
So now we have a good view of where search is at the start of the year.Now with a view to maximising search and paid search marketing in 2011, lets look at 5 ways to do this.
SituationPeople are finding websites in new ways beyond search engines. Facebook is one of these. 1 in 6 page views in the uk is to facebook, that’s twice no. of page views to google. And from there be visiting end destination websites.ComplicationAnd google is understandably worried. Infact even the CEO Schmidt plans to step aside for founder Larry Page – to back to the perception of being a cool company – better brand image to consumers and less churn of staff jumping ship to facebookQuestionI think by looking at why Google is worried we can identify opportunities for brandsAnswerLets take a look
2 key concerns we are ...read off board95Loss of search traffic to facebookFacebook has an internal search engine powered by bing. Over 1billion searches per month. If people are finding end destination websites without the need to leave facebook, that could have a considerable hit on google’s revenues.
So google really needs to respond in the world of Social networking/what’s google doing about it?With 146million users of google mail versus facebook’s 600m users, google does have something it could do in the social networking space – community. Its trying to create its own community/ies to interest people and then bring them back to googleadwords which is 95% of googles revenue. This is a screengrab of google’s latest play in social networking for mobile called hotpot. It combines google maps with your friends’ suggestions on places to eat and visit. Perhaps this will be google me, its rumoured social network in planning.But today people like facebook and this threat isnt going anywhere
The 2nd concern for google is losing search rev to Bing!/Yahoo allianceBing/yahoo 6-10uk and 25% us and growingThis is because bing/!/yahoo providing an improved search solution – it actually competes with google now in terms of quality of listings and significant marketing budget globally behind it.Some early signs of taking share from google in us.Facebook and Bing have really challenged google and partnered to show facebook likes within bing search results.This is really powerful and google is going to have to do something smart to get one up on social search.
If google’s feeling the heat and responding fast, there is opportunity out there traffic and sales outside google
Situation:So customers have more touchpoints and marketing is getting more complex.Infact11.5% of all UK shoppers use mobiles to research before they shop in store or online. Complication:The issue we see regulary is that clients don’t have the clear visibility across channels to provide the insight they needQuestion:What is the data you need to be able to see and what are the types of insights that may come off it?Answer:I’d like to walk through an example for a travel sector brand
So lets take a step back and have a look at an example user journey in travel.Multi-channel attribution is the process of crediting a conversion to a specific set of marketing activities and touchpoints (and not just the last click). Multi-channel optimisation is optimising your marketing based on these findings.
That would be one of many scenarios that could be plotted in the chart here.What the chart shows:So for this travel brand, we can see how 3 channels – facebook, seo, ppc are contributing to sale. Y axis is % of salesIf we take the facebook channel, what the data shows is that facebook initiated (or was the first click for ) 31% of sales, contributed (was involved as a middle click in the click path to sale) to 54% of sales, and was the last click for 15% of sales (where facebook was a customer touchpoint in the path to sale)SEO – initiated 30%, contributed to 33% and was last click (converter) for 37% of sales (where SEO was a customer touchpoint in the path to sale)PPC – initiated 18%, contributed to 19% and was last click (converter) for 63% of sales (where ppc was a customer touchpoint in the path to sale)So what does this tell us. Well, it says that 37% of sales from PPC were not last click. If this came from generic PPC traffic, although not converting immediately this is leading to sales. So clearly PPC optimisation beyond last click is valid and valuable.Facebook advertising – 85% of sales from this channel were not from last click basis. So assuming this channel was not working was a full picture.
So could use – what if scenario planning – eg viewing attribution models of last click, equal weighted, first click…- Econometrics – statistical type attribution profile creation
Situation2010 saw an explosion of video content on YouTube. 35hrs of video uploaded every minute. Up 145% on 2009.ComplicationIt was also the year when Google display network advertising on YouTube would allow targeting down to individual video content – rather than channel wide as it used to be.QuestionWe wondered if we could leverage these 2 changes to improve results for our clients in 2010AnswerI’d like to share how we did this with TPS and it went to win an Econsultancy Innovation in Paid Search 2011 award
So the tool that Google/YouTube released was this.It enables creating a media schedule of actual videos you can target.
So we went to the client and said we wanted to test this new channel.We created the objectives…The approach we took was…
The adverts are video overlay adverts
We also saw the display advertising create a positive impact on search traffic:This was for a specific fragrance campaign on youtubeCommencingyoutube activity, we saw search network impressions rising from nothing. So youtube incremental salesBrand saliency and more sales in the search network
Social media buzz created – events/launchesYouTube integral part of Google TV. Leanback is designed specifically for viewing through googletv. If we are going to be ready for buying on our tvs, then display on youtube is really good training ground
A core part of Google TV is that you see advertising and YouTube advertising is the closest thing to it. So is a training ground.Google Tv is not live in the UK yet, expected in 2011.I really wanted to stand here today get Google TV and purchasing on your tv is going to be big in 2011. unfortunately that’s not going to happen.The issue of getting content onto Google TV and YouView as a preference for the terrestrial providers, it is going to be a few years before we see people seeing online ads on their tv and buying as mainstream
SituationOnline adv spend is still growing. Infact according to emarketer it is due to rise 19% in 2010.That said the focus on ROI that became critical in 2008 remains as priority no.1ComplicationBrands and board level are asking the question, are we getting the maximum value from ppc – where it is 60% of our adv spendQuestionHow can we identify if we are?AnswerOne way to do this is incrementality testing. And I’d like to talk you through how we have been looking at this most recently with a retail client
Lets look at what incrementality testing means. Incrementality is showing if one channel is providing incremental value on another and how much.Imagine your keyword space and for the case of this example, branded keyword space. You have your brand ad at the top and competitors below.We wanted to understand for this retail client, what the impact would be to overall search traffic, sales, bottom line profit if we switched off ppc across keyword categories and also the impact of switching off ppc at different times. Would seo pick up the sales? What is the incremental value that ppc brings to seo? All with seasonality factored in.
The first result was really interesting.So the chart shows 1stcol SEO only revenue, 2ndcol SEO+PPC revenuePPC drove incremental revenue and profit over SEO alone for this keyword category. Infact 30% incremental upliftFor diff reasons:More powerful messaging in ppc over seoProvides more coverage than seoPrevents loss of traffic to competitors
Now looking at data that has been normalised for seasonality into a 24hr view, we can see for some times of day for this keyword category, PPC was not driving incremental profit, so actually you were better off with only SEO running – even with competitors bidding in the space.Put that budget towards new experimentation
Google says 10% of its search traffic globally is mobile now. Much of that is for local information – pizzas...Much of mobile traffic in search is for local information not to purchase online.how can we maximise mobile for revenue transaction generation beyond local? / what we would like to do is actually maximise mobile for revenue and transactions online. I think 2 factors will influence this.Uptake of mobile search, research and buying by consumers Simplicity of mobile commerce
Mobilesquared says that by 2015 mobile search spend in uk will rise to 116million (that’s 1100% rise on 2010)A lot of you will trust that this feels right so i wanted to take a look at our data and see what it shows.
This chart shows how sales for our retail clients have grown from 08 to 10. 170% so far and does show some signs of an exponential growth curve.So clearly besides the obvious, data shows that uptake of mobile search is on the up for transactions not just local search.
The 2nd factor that will lead to meaningful sales from mobile is simplicity or ease of mobile commerce.And there are 3 forms emerging:Click to call – where the user searches on mobile and can click to be put through to a call centre.Mobile transactional site – and this is becoming more important, a few good examples in retail are amazon and next. Simple, just as you want it. Interestingly 41% of retailers plan to have mobile transactional sites in 2011 according to IMRG. So clearly 2011 is an important year for mobile reveneue in their eyes.NFC – mobile device with installed near field communications chip. Which allows your mobileto work as a credit card – for buying in store, easier buying online (no need for typing in your credit card details)Clearly mobile is rapidly growing in importance.
Click to call – on a keyword basis assign dynamic trackedno.sExpand into mobile – expand if the opportunity is there
Click path analysis (ppc alone, then across online, then across offline/online)