Measuring Search Marketing Efficiency: Which lens to use? Laurent Bousis manages the Search Agency iProspect. He will explain the influence Search Marketing has on other media channels and vice-versa. He goes through the methods of measuring in several media channels. He will also share his experience on the influence between them in order to come up with a vision on the measuring methodology of Search Marketing Efficiency from a business and cross-media perspective.

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2. Measuring Search Marketing EfficiencyWhich Lens to Use? Laurent Bousis – iProspect Belgium 14h20 – 14h40

3. Measuring Search Marketing Efficiency Nowadays, we have a whole set of tools to measure search marketing efficiency: (non exhaustive  ) 3

4. 4 It’s about the Right Tool for the Right Job !

5. 5 Do you want to focus on the Brush Strokes?

6. Paid Search Measurement Tools The paid search tools provided by the search engines are excellent to find out every detail about your paid search campaigns in terms of clicks, click through rate, cost per click. 6

7. Paid Search Measurement Tools They can even measure whether basic interaction on your website (purchase, signup, pageview, …) was achieved or not in terms of conversions, conversion rate, cost per conversion, paid search funnel history, … 7

8. Paid Search Measurement Tools These tools only look at what happens with paid search and are oblivious to natural search for example: 8 These tools do not look at natural searches

9. 9 Do you want to focus on the Color Mixture?

10. Paid + Natural Search Measurement Tools What makes a surfer click on your paid search ad or on your natural search result? To measure the interaction between paid search and natural search, you need to combine these paid search tools with on site tracking tools (web analytics)

11. Paid + Natural Search Measurement Tools An example on brand searches: 11 Search Volume (Adwords) X % CTR (Adwords) 100 – X – Y % CTR Y % CTR (Google Analytics)

12. Paid + Natural Search Measurement Tools You are still only looking at what happens within search engines and are oblivious to the bigger picture Where are searches coming from? What is prompting the searches? Their evolution? 12

13. 13 Do you want to focus on the Composition?

14. Online Measurement Tools Where are searches coming from? What is prompting the searches? To fully measure the interaction between search and the other online channels, you need to also use off-site tracking tools (adservers) 14

15. Online Measurement Tools An example of Display & Search Interaction on brand searches: © 2010 iProspect Belgium Study – Impact of Display Impressions on Searches 15

16. Online Measurement Tools You are still only looking at what happens online  What about your TV/Radio/Out of Home ads (CIM MDB 2010) ? (Internet does not include Google Adwords figures) 16

17. 17 Do you want to see the Full Picture?

18. Offline + Online Measurement Tools No easy way to bridge the gap between offline and online measurements in an automated & real-time way On roadmap of several tool providers and agencies In the meantime, impact of offline advertisement on search marketing efficiency can be evaluated post campaign 18

19. Offline + Online Measurement Tools An example of TV & Search Interaction on Nicorette : Searches on Google increased by 253% Clicks on paid search ads increased by 305% © 2008 iProspect Belgium Study – Impact of TV on Searches 19

20. Offline + Online Measurement Tools Use this insight and experience to predict the impact on (and adapt) your search marketing efficiency in function of your other offline & online actions. But also in function of your competitors’ offline & online actions ! 20

21. 21 Do you want to see the Full Picture? In the meantime…

22. More About the Starry Night by Vincent Van Gogh 22 www.googleartproject.com

23. More About Search Marketing Efficiency 23 Download our 2011 SEM Whitepaper with up to Date Belgium Market Insights www.iprospect.be Contact me at laurent.bousis@iprospect.be iProspect Belgium Managing Director Visit us at iProspect Belgium SA NV Rue du Moulin à Papier 55 Papiermolenstraat Bruxelles 1160 Brussel - Belgium