The document discusses trends in search engine marketing, including: 1) Google remains the dominant search engine and recipient of pay-per-click spending, though the Yahoo/Bing partnership may impact market share. 2) Local search is a growing trend, with over 20% of searches having local intent, and Google Places and Bing Maps providing local business listings. 3) Mobile search is rising rapidly as smartphone ownership increases, comprising 1.3% of web usage, and 33% of mobile searches have local intent. 4) New pay-per-click features include Google remarketing targeting previous site visitors and Bing's cashback ads, while alternative networks like Facebook Ads and Business.

1. Search: Trends & UpdatesJulie KosbabPlaudit Designwww.Plauditdesign.comTechPulse 2010

2. OverviewSearch Engine Market SharePay-Per-Click Market SizeMarket Alert: Yahoo/Bing Search DealWhat's Hot: LocalWhat's Hot: MobilePay-Per-Click: News & Alternatives

3. Search Engine Market Share

4. Pay-Per-Click Market Size2009 Estimated US Spend: $10.7 billion(Source: Interactive Advertising Bureau and PricewaterhouseCoopers)

5. Market Alert:Yahoo/Bing Search DealAnnounced July 2009Bing to provide:Algorithmic search resultsPaid search results and management systemSupport for self-service paid search advertisersYahoo to provide:Sales force/support for high volume search advertisersIntegrated content related to search resultsInterface for Yahoo.com presentation of results

6. Anticipated Impact:Yahoo/Bing Search DealGoogle will remain dominant player in search and PPC spendPossible usage shifts after mergerContinued efforts to improve search experience by all players to seize market shareBing continues to focus on travel, shopping, sportPPC management streamlines with one less playerBandwidth shift to Social PPC?

7. Local Search

8. Local SearchGoogle: At least 20% of searches have local intentYahoo: 100 Millionunique visitors permonth searchwith “local intent” 33% of searchesvia smartphones/mobile are localized

9. Local: Google Places50 million US 'place pages'2 million business listings claimed by business owners

10. Local: Google PlacesNew Features:Service areaGoogle photo shootsSponsored tagsAvailable in San Jose, Houston, Atlanta, Austin, and Washington DC; San Diego, Seattle, Boulder, Chicago and San Francisco coming soonCoupons and mobile coupons

11. Local: Bing MapsFewer views, usersIntegrated with several location-based mobile apps, Facebook pagesPowerful developer options for use on websites

12. Local: What It MeansLocal businesses are being given prime search real estateLocalization of results allows many businesses to be visible around the same core concepts – in different geographiesProvides opportunity for businesses with limited online presence/budget to use Google for lead generation

13. Leveraging LocalSet up or claim your business' 'place page'Even National firms!Confirm business detailsAddress, phone, service area, categoriesEnsure profile pages for your business exist on as many location-oriented sites as possibleYellowPages, Yelp, etc.Geotag your website

14. Geotagging

15. Mobile

16. Rising Trend: Mobile45.4 millionsmartphones owned in US(February 2010)+21% over 200930% of users usebrowser on phoneregularlyMobile browsingaccounts for 1.3% of all web useSafari (iPhone) most popular browser

17. Search Engines & Mobile33% of mobile searches have local intent Many others drive shopping activity locallyGoogle acquired mobile ad provider AdMob in late 2009Microsoft – exclusive search/advertising content provider for Verizon phones

18. Going MobileLocalizationMaking your site local-friendly pays dividends in mobileAccessibilityIs your website accessible to multiple platforms?AdvertisingSpecific opportunity in PPC to target mobile devices

19. Pay-Per-Click:New Features, New Networks

20. Pay-Per-Click:Google RemarketingTarget users who visited your site but didn't transact when they visit other sitesAvailable on the Google Content Network.

21. Pay-Per-Click:Google RemarketingExamples:Offer free-ship discounts to individuals who previously browsed your siteLast minute sales for time-sensitive items (tickets, hotel rooms, etc.)Event marketing

22. Pay-Per-Click: Google RemarketingUsual Content Network rules applyMonitor which network properties your ads run onBe selective about opportunitiesExperiment with image or video formats for lower CPCs

23. Pay-Per-Click:Google Click-to-CallIntersection of local, mobile and paid search advertisingInclude a phone number with adDisplays as additional line of text on smartphonesAvailable to national advertisers

24. Bing: Cashback Ads for RetailOffer rebates and incentives to online shoppers using Bing search.Bing Cashback SearchCost-Per-ClickDisplays ad next to search results for relevant search termsInvite-Only for Large AdvertisersBing Cashback ShoppingCost-Per-AcquisitionCustomers search for a product in shopping Vertical Search and select to go to the advertiser’s siteHighest ranked product = lowest total cost (price – rebate + shipping)

25. Bing: Cashback Ads for RetailBest for retailers who can compete on price/marginWill gain exposure via Yahoo/Bing dealPush for integration by Holiday 2010

26. Alternate PPC Networks for B2C:FacebookAdsBenefitsReach: 400 million users50% use dailyTarget on location, age, gender, keywords, education, workplace, relationship status, relationship interest, languageDrawbacks:User intentROI and effectivenessCampaign trackingTime to manage

27. Alternate PPC Networks for B2B:Business.comBenefitsReach: 8 million monthly visitorsStrong B2B audienceTarget to categories within Business.com directoryCan provide multiple links within an ad for different actionsDrawbacksNo specific geotargetingCampaign trackingTime to manageCannot opt out of their distribution network

28. Alternate PPC Networks for B2B: LinkedIn.comBenefitsReach:Professionally orientedCan target based on geography, job title, company size or industryDrawbacksCampaign trackingAwkward interfaceTargeting limitsUser intentTime to manage

29. Questions?