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Paid Search 101
We live in themicrowave age             Hi!
If something takes two    seconds, it is one    second too long
We seekinstant gratification
When we wantsomething, wego search for it
So this means...
Marketers,this is your  ‘Eureka’ moment
Now that you know consumers search foranything and everything,   you know you can   engage with them  through Paid Search ...
But first: What is Paid Search?
Paid Search is query based advertising,derived from what a user is searching on            search engines
Umm...what does that mean?
ThinkPush vs. PullTV, Display,                  SearchPrint, etc.
Search = on-demand audience • Users are actively looking for something so   you have to give it to them • Push mediums rea...
How is Paid Search Perceived?
No, it’s not sexy, but...
It is efficient!     100 MPG
Ok, it’s efficient but  is it effective?
Paid Search is very effective
How so, you ask?
Paid Search is a conversation
Users want someone  to talk to them
Think about it: if shewants to talk, would you      ignore her?         (I sure wouldn’t!)
But first you have to        listen
And once you listen, you’ll knowwhat users want so you can give them what they’re looking for
That’s when the fun begins!
So how does it work?
The foundation of search   all begins with a...       (drumroll)        SEARCH!
130,000,000,000
That’s how many global  searches there are     every month!
That equates to:4,333,333,333 searches per day 180,555,556 searches per hour   3,009,259 searches per minute      50,154 s...
Yeah, that’s a lot.    I know.
How come there are so many searches?  What are people   searching for?
Everything & Anything
Users aren’t one dimensional   They’re dynamic: one   minute they could belooking for recipes and the    next they could b...
Therefore, the Searcheconomy is user-driven
Users dictate thedemand for a product   or information
Which makes keywords    the currency
The goal is to extract value outof the numerous conversations
Sort of like turning this
Into this
Once value is determined, you can help consumers satisfy their itch  with what they are looking for
In the long run,this can turn into   brand loyalty
Which will make  you look like a    marketingsuperhero in front of management
So the moral of the     story is:
Consumers are talking   You have to listenOnce you do, you can havemeaningful conversations
Now, go get ‘em!
Search 101
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Search 101

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Search 101

  1. 1. Paid Search 101
  2. 2. We live in themicrowave age Hi!
  3. 3. If something takes two seconds, it is one second too long
  4. 4. We seekinstant gratification
  5. 5. When we wantsomething, wego search for it
  6. 6. So this means...
  7. 7. Marketers,this is your ‘Eureka’ moment
  8. 8. Now that you know consumers search foranything and everything, you know you can engage with them through Paid Search (Feel free to celebrate)
  9. 9. But first: What is Paid Search?
  10. 10. Paid Search is query based advertising,derived from what a user is searching on search engines
  11. 11. Umm...what does that mean?
  12. 12. ThinkPush vs. PullTV, Display, SearchPrint, etc.
  13. 13. Search = on-demand audience • Users are actively looking for something so you have to give it to them • Push mediums reach out to the masses, who may or may not necessarily be looking for something • Not as engaged since intent is missing
  14. 14. How is Paid Search Perceived?
  15. 15. No, it’s not sexy, but...
  16. 16. It is efficient! 100 MPG
  17. 17. Ok, it’s efficient but is it effective?
  18. 18. Paid Search is very effective
  19. 19. How so, you ask?
  20. 20. Paid Search is a conversation
  21. 21. Users want someone to talk to them
  22. 22. Think about it: if shewants to talk, would you ignore her? (I sure wouldn’t!)
  23. 23. But first you have to listen
  24. 24. And once you listen, you’ll knowwhat users want so you can give them what they’re looking for
  25. 25. That’s when the fun begins!
  26. 26. So how does it work?
  27. 27. The foundation of search all begins with a... (drumroll) SEARCH!
  28. 28. 130,000,000,000
  29. 29. That’s how many global searches there are every month!
  30. 30. That equates to:4,333,333,333 searches per day 180,555,556 searches per hour 3,009,259 searches per minute 50,154 searches per second (You get the point)
  31. 31. Yeah, that’s a lot. I know.
  32. 32. How come there are so many searches? What are people searching for?
  33. 33. Everything & Anything
  34. 34. Users aren’t one dimensional They’re dynamic: one minute they could belooking for recipes and the next they could besearching for blue sweaters
  35. 35. Therefore, the Searcheconomy is user-driven
  36. 36. Users dictate thedemand for a product or information
  37. 37. Which makes keywords the currency
  38. 38. The goal is to extract value outof the numerous conversations
  39. 39. Sort of like turning this
  40. 40. Into this
  41. 41. Once value is determined, you can help consumers satisfy their itch with what they are looking for
  42. 42. In the long run,this can turn into brand loyalty
  43. 43. Which will make you look like a marketingsuperhero in front of management
  44. 44. So the moral of the story is:
  45. 45. Consumers are talking You have to listenOnce you do, you can havemeaningful conversations
  46. 46. Now, go get ‘em!

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