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Action Connect!on

  1. 1. SESSION 4: Search Marketing<br />18th June 2009 10.00am<br />Presented By: Cristina Sagarduy<br />
  2. 2. Before we start…<br />Phones: Please ‘MUTE’ all phones <br />Mobiles: Please turn-off or move these AWAY from your desk phones<br />Questions: Please write down any questions and email<br />
  3. 3. Today’s agenda<br />What is Search?<br />Defining Search Engine Optimisation (SEO)<br />Defining Paid Search Engine Marketing (PPC)<br />Defining & delivering Search excellence<br />OMG Search product<br />How to sell search<br />
  4. 4. What Is Search?<br />4<br />Google’s Mission:Organize the world&apos;s information and make it universally accessible and useful.<br />
  5. 5. Search: One of the most popular online activities<br />74.2 billion<br />Internet searches conducted worldwide in June 08; that’s 11.1 searches for every person on Earth, in one month.<br />If every search were a mile, we’d go to the sun and back nearly 5 times every year.<br />Sources: comScore qsearch, June 2008, (divided over 30 days for per day value); world population as of July 2008, distance to the sun, <br />5<br />
  6. 6. Search will be 7% of EMEA media market by 2010<br />EMEA Total Media Market<br />EMEA Internet Ad Spend<br />CAGR 4.8%<br />CAGR 21%<br />$130bn<br />$156bn<br />$11bn<br />$19bn<br />8%<br />14% internet<br />49% search<br />43%<br />2010<br />2007<br />2010<br />2007<br />Search represents nearly half all online ad spend in EMEA<br />6<br />Sources: PriceWaterhouseCoopers Global Media and Entertainment Forecast 2007-2011<br />
  7. 7. What drives consumers to Search? <br />67%of online search users are driven to search for information about a particular company, product, service or slogan by an offline channel <br />37%<br />30%<br />20%<br />39%<br />63%of searchusers who research online, purchase offline<br />40%<br />Source: iProspect, “Offline Channel Influence on Online Search Behavior,” 2007. (Q. Within the last six months, which of the following prompted you to go to a search engine to look for information on a particular company, product, service, or slogan? Select all that apply.)/ RAB Word of Mouse Study 2007.<br />
  8. 8. Searchengines: who are the players? <br />
  9. 9. Searchengines – the leader isonly one<br />Source of data:gemius/Traffic[09.09.2008 – 06-10.2008]<br />NOTE: The search engine ranking is calculated using the percentage of visits generated by search engines to sites using gemiusTraffic.<br />Then an average from the percentage of visits is calculated for every search engine.<br />
  10. 10. Search engines<br />Neti.eevs. Google in Estonia<br />Google in selectedcountries<br />April 2008<br />Google is not only the leader in most of the CEE countries, but also strengthens it&apos;s position.<br />Source of data:gemius/Traffic<br />NOTE: The search engine ranking is calculated using the percentage of visits generated by search engines to sites using gemiusTraffic.<br />Then an average from the percentage of visits is calculated for every search engine.<br />
  11. 11. Google is the market leader in search<br />Czech R.<br />31%<br />Turkey<br />90%<br />Hungary<br />95%<br />Romania<br />73%<br />Poland<br />92%<br />Slovakia<br />52%<br />Ukraine<br />64%<br />Latvia<br />97%<br />Bulgaria<br />56%<br />Croatia<br />72%<br />Lithuania<br />97%<br />Estonia<br />63%<br />Sources: Gemius CEE, Ipsos Mori surveys<br />
  12. 12. Search Marketing: What is it? <br />Pay Per Click<br />Search Engine Optimisation<br />
  13. 13. What is Search Engine Optimisation (SEO)?<br />Forget the hype, SEO is about the process of making great web sites that earn traffic and convert visitors into customers<br />Increasing visibility in the Search engines natural listings<br />
  14. 14. Organic Search Results<br />
  15. 15. In a Nutshell<br />Content<br />Ranking<br />Quality<br />Is to achieve a high, stable and long term presence at the top of the engines for phrases which have both high volume and which convert well<br />Relevancy<br />
  16. 16. Advantages & Disadvantages<br />Lack of Control<br />Difficult to get listed in<br />the top results for<br />competitive phrases<br />Traffic – <br />page ownership<br />Brand visibility<br />Investment needed<br />long term<br />Difficult to estimate the<br />return on investment<br />
  17. 17. Paid Search <br />Paid Search is Consumer Initiated Advertising – Advertising that is consumed proactively and triggered by a search query<br />PaidSearch<br />
  18. 18. Paid Search : Google AdWords<br />Top sponsored ads: Up to 3 listings<br />Sponsored “Paid” Advertising<br />Advertisers can bid on these positions<br />Side sponsored ads: Up to 8 listings<br />
  19. 19. How Paid Search Works?<br />Auction<br />Positioning<br />Click<br />Advertisers bid on different combinations of search queries in, what is effectively, an auction<br />Their position in the listings depends upon many factors including relevancy and bid price<br />The advertisers pays each time their ad (link) is clicked on<br />1<br />2<br />3<br />
  20. 20. How the auction works: Google Quality Score<br />Contributing factors:<br />CTR of account<br />CTR of keywords<br />Ad text relevancy<br />Relevancy of landing page to the keyword and Ad Copy <br />Historical keyword performance<br />Other relevancy factors<br />Max CPC bid x Quality Score = rank/position<br />High Quality Score = Lower min. Cost per Click (CPC)<br />
  21. 21. Time of Day<br /><ul><li>3 AM – 7 AM
  22. 22. 7 AM – 11 AM
  23. 23. 11 AM – 2 PM
  24. 24. 2 PM – 6 PM
  25. 25. 6 PM – 11 PM
  26. 26. 11 PM – 3 AM</li></ul>What/Who Can You Target?<br />Day of Week<br />Choose which days you <br />want your ads to run<br />Geography<br />Countries, cities, areas and language<br />Gender (content only)<br />Age Group (content only)<br /><ul><li> 18 – 25
  27. 27. 25 – 35
  28. 28. 35 – 50
  29. 29. 50 – 65
  30. 30. 65+</li></li></ul><li>The Power of Paid Search: Precision<br /><ul><li>Proactive Consumption: consumers seek out and indicate an active interest in specific content, products and/or services
  31. 31. Mass Customization: marketers can display a different listing to each consumer based on the perceived intent of his/her query
  32. 32. Instant Point-of-Need Direction: marketers can instantly direct interested consumers to a specific destination based on the query where they can engage with the brand
  33. 33. Dynamic, Performance-Based Pricing: marketers name their price in real-time and pay only for actual traffic delivered to their website. </li></li></ul><li>Paid Search: Contextual targeting <br />
  34. 34. Example Contextual Ad<br />Article about how the way you hold your glass reveals your personality:<br />Google Content Network ads below the article at bottom of the page:<br />24<br />
  35. 35. Search versus Contextual targeting <br />
  36. 36. Running a Paid Search Campaign<br />
  37. 37. How Do You Run a Paid Search Campaign?<br /><ul><li> Think of your objective (DR vs. Branding)
  38. 38. Select relevant Keywords
  39. 39. Write relevant Ad-Copy
  40. 40. Choose the most appropriate Landing Page
  41. 41. Set bid price according to priorities (it’s an auction)
  42. 42. Track overall performance and at a keyword level
  43. 43. Evaluate & Optimise continually</li></ul>| Proprietary & Confidential<br />27<br />
  44. 44. Small Car Generics<br />Brands<br />Basic Elements of Search<br />KEYWORD A singular word or phrase that is triggered based on what users type into a search engine – “search query”. This query reveals the users intention. Linking the right keyword, ad text and landing page to the query is the key to a successful paid search campaign.<br /> Search using the keyword nissan, sometimes containing other generic keywords but does not reference the name of a car model<br /> Keywords contain no reference to nissan or a nissan car model but relates to some kind of small car <br />definition<br />keywords<br /> nissan, nissan car, new nissan car <br /> small car, compact car, city car <br />Nissan - Small Cars<br />Simplify the city by driving a Nissan <br />Small Car! Order a brochure today!<br /><br />Nissan – Official Site<br />Check out the Nissan range.<br />Great value, affordable prices<br /><br />Max Bid<br />copy<br />landing page<br />
  45. 45. Management, Tracking & Evaluation<br />Paid Search Technology<br />Measure your results real time<br />Tracking across media<br />Time of the day<br />Day of the week<br />Automate Bid Strategies <br />Understand path to conversion <br />Schedule and rotate Ad Copy <br />Testing; landing page, ad copy, keywords <br />Dynamically insert price points <br />Forecasting <br />Brand monitoring<br />Key players<br />
  46. 46. OMGSearch Product<br />
  47. 47. The OMG Search Product<br />Fully Integrated<br /><ul><li>Across media channels
  48. 48. TVand Radio </li></ul> Strength & Depth of Resources<br /><ul><li>Experienced teams
  49. 49. Broad & consistent network
  50. 50. Significant supplier leverage </li></ul> Maximum Agility<br /><ul><li>Strong budget management across media
  51. 51. Immediately focus on high performing elements
  52. 52. Exploit & manage demand & product changes </li></ul>Technology<br /><ul><li>Full path to conversion tracking
  53. 53. Integrated with display and other digital activities
  54. 54. Optimise ROI to set KPIs
  55. 55. Maximise quality score</li></ul>Transparency <br /><ul><li>Weekly report&Search Dashboard
  56. 56. 24/7 reporting access to account </li></li></ul><li>USP Integrated: We extract maximum value from every single query<br />Holistic optimisation<br />process<br />Consumer behaviour<br />informs media strategy<br />Sales<br />Systematic, holistic approach drives engagement & leverages all channels<br />
  57. 57. Selling Search <br />
  58. 58. Who can benefit from search<br />Search Marketing<br />Inform / Educate<br />E-commerce<br />Branding<br />Testing<br />To inform and / or educate customers addressing them to specific content on / parts of the site<br />Drive customers to the site to convert into actions (i.e. Sales, Registrations, etc)<br />Create direct brand awareness or against competitors<br />Testing platform (i.e. Messaging, )<br />
  59. 59. Different KPIs for different clients <br />Goal<br />Sales<br />ROI<br />Leads<br />Sign Ups<br />Branding<br />User Action<br />High Purchase Volume<br />Sales with high profit margin <br />Enquiries / phone calls<br />Email address / form submission<br />Increased searches / impressions / unique visitors<br />Direct response<br />
  60. 60. Different actions for different goals<br />Branding<br />Direct response (ROI)<br />Focus on visibility and messaging not immediate sales<br />Gain clicks where the user will buy!<br />How?<br />Focus on ‘purchase’ stage of buying cycle<br />Use unambiguous keywords<br />Action driven ad text<br />Deep link to specific landing page<br />Base bidding on margins<br />How?<br />Focus on ‘awareness’ stage of buying cycle<br />Use general industry keywords<br />Brand driven ad text<br />Base bidding on position and relevancy<br />
  61. 61. Things to know before selling search <br />Finance, E-commerce & Travel clients are key sectors for search<br />Search is labour intensive, needs constant optimisation<br />Results are not guaranteed (specially SEO); positions, CPCs, CPAs<br />Consumers are prompted to search by external factors integration is a key selling point<br />Technology adds additional cost and additional labour <br />Customer from travel and e-commerce are more advanced and can be demanding <br />Transparency is key in search and can become a great selling point in CEE<br />
  62. 62. How to sell search <br />Understand your client use of search (and your client) <br />Highlight Search Unique Selling Points<br />Proactively consume <br />Immediate; instant results <br />Flexible <br />Customisable<br />Measurable; It can work to a set target <br />Show <br />examples of campaigns, copy and keywords with your client website and copy <br /> how other people is using search<br />success metrics and how they will be optimise<br />Reporting <br />Scale of search regionally/globally <br />
  63. 63. Typical Search Remuneration Models<br />Percentage Spend<br />Clients new to search and with good growth potential<br />Working with open budgets<br />Clear objectives<br />Tier structure<br />Clear Service Level Agreement <br />Retainer<br />Branding clients<br />Clients with Fixed budgets<br />Clear Service Level Agreement <br />Retainer + performance<br />CPA driven customers<br />Open budgets <br />Proven search results<br />Clear Service Level Agreement <br />Other chargeable fees <br />Set up fee<br />Technology cost <br />
  64. 64. In summary <br />Approximately 80 billion Internet searches are performed worldwide each month<br />Search in EMEA is a $9 billion industry making it a vital part of the media mix<br />Search is close to 50% of the overall online ad spend in EMEA<br />Search is consumer initiated (demand driven)<br />Google is the clear market leader and is continuing to grow<br />Offline media should be planned and integrated with Search given its enormous impact<br />Search serves most purposes: creating awareness, lead generation and / or customer acquisition. Setting the right KPIs is essential for measurement and ensuring continued success<br />Search is highly measurable, targeted, customisable and it delivers fantastic results!<br />
  65. 65. SESSION 6:Social & Viral Media<br />22nd June 2009 10.00am<br />Presented By: Duncan Pointer & Remi Adjani<br />