A fresh take on search




      Roberto Hortal
    Head of eBusiness
The search landscape

    Sponsored search grew 52% to £1.2b in 2006,
     57.8% of total online ad spend – the largest
 ...
The basics of search

    Natural search results
         Relevance: content and metadata
         Popularity: PageRank...
The economics of search

    Average keyword price rose 16.5% in Q3 2006
     to $1.48.
    Most expensive keywords abov...
Aggregators and search

    The new intermediary
    Higher in the search value chain: from general
     price compariso...
Affiliates and search

    Why affiliates?
         Reaching others’ loyal customers
         Controlling cost
       ...
Social networks and search

    Google is NOT a search engine, it’s a
     Reputation Management Engine
    MLNW: partic...
Search through mobile

    Next year’s biggest thing... since the early 90s
    Local entertainment – cinema, fast food,...
Future touchpoint

    A dominant Google – mail, talk, apps, checkout,
     desktop, earth, gears, radio, maps
         ...
A fresh take on search



Thank you
         Roberto Hortal
       Head of eBusiness

    roberto.hortal@uk.royalsun.com
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Roberto Hortal A Fresh Take on Search - Brandrepublic

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Roberto Hortal A Fresh Take on Search - Brandrepublic

  1. 1. A fresh take on search Roberto Hortal Head of eBusiness
  2. 2. The search landscape   Sponsored search grew 52% to £1.2b in 2006, 57.8% of total online ad spend – the largest share, and growing the fastest   Set to overtake national newspapers (£1.9b)   264 searches per second, or 706M a month   Google rules Sources: IAB UK online adspend 2006, Hitwise, Nielsen/Netratings Aug 2006
  3. 3. The basics of search   Natural search results   Relevance: content and metadata   Popularity: PageRank   Sponsored search   Quality score: CTR, ad relevance, keyword relevance, landing page relevance   Eligibility: CPC limits   Position: ad rank vs. competing ads
  4. 4. The economics of search   Average keyword price rose 16.5% in Q3 2006 to $1.48.   Most expensive keywords above $80   Average search PPC conversion is 3.6% (4.2% for organic search)   Channel and keyword scarcity   Easy, affordable brand protection   Relevance – keywords and landing pages Sources: Keyword Price Index (Fathom online), Cyberwire, Marketing Sherpa
  5. 5. Aggregators and search   The new intermediary   Higher in the search value chain: from general price comparison to deep product awareness   Customer champion or commoditisation agent?   Pushing keyword prices even higher   Charge for access, move towards display/PPC   Aggregator landscape expanding - fragmentation, consolidation should follow
  6. 6. Affiliates and search   Why affiliates?   Reaching others’ loyal customers   Controlling cost   SEO: building your pages’ rank   Brand protection or brand extension?   Different types of affiliates - diverse strategies   Potential pitfalls: the link counter and the affiliate cost spiral
  7. 7. Social networks and search   Google is NOT a search engine, it’s a Reputation Management Engine   MLNW: participate &trust vs. infiltrate & control   Social Media Optimisation = SEO 2.0. A long term game with many moving parts   Be useful, be relevant, encourage sharing   Not a Second Life, a richer first life Sources: Wired - Clive Thompson
  8. 8. Search through mobile   Next year’s biggest thing... since the early 90s   Local entertainment – cinema, fast food, drinking, taxis – followed by local traffic info   Convergence and virtualization – UMPC, Foleo, sub subnotebooks, iGoogle, Web desktops   Availability and relevance, not device, will be key   Early mover advantage up for grabs? Sources: m-spatial
  9. 9. Future touchpoint   A dominant Google – mail, talk, apps, checkout, desktop, earth, gears, radio, maps   Will search become ubiquitous?   Will deliberate search go away?   What will brand ads be in the world of Google?   The social phenomenon   Brands as friends   Customers even more firmly at the driving seat
  10. 10. A fresh take on search Thank you Roberto Hortal Head of eBusiness roberto.hortal@uk.royalsun.com

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