Ophir Cohen, CEO Universal McCann Search [email protected] +972-52-4466044 http://www.usearch.co.il Search, Display & Retargeting Mix
May 13, 2015
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
Search, Display & Retargeting Mix
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
Basic Search Marketer’s Thinking
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
But let’s look at advertising as a whole (just for a second…)
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
Branding Standard Marketing Funnel
Drive Awareness
Opinion
Consideration
Preference
Purchase
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
Advertising Concepts
To Inform
• 1950’s to late 1990’s
• Inform consumers on your product
To Convince
•1990’s till ~2005 •Convince Consumers your product is better
To Relate
•2005 to date. •Create a mutual relationship with consumers
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
To Inform
• 1950’s to late 1990’s
• Inform consumers on your product
To Convince
•1990’s till ~2005 •Convince Consumers your product is better
To Relate
•2005 to date. •Create a mutual relationship with consumers
Advertising Concepts
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
Advertising Concepts
To Inform
• 1950’s to late 1990’s
• Inform consumers on your product
To Convince
•1990’s till ~2005 •Convince Consumers your product is better
To Relate
•2005 to date. •Create a mutual relationship with consumers
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
Search is a super interesting consumer behavior
And must dealt as one (not only) behavior
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
SMS
10:00 am
What’s on the news?
9:00 am
Read my FB Feed
8:00 am
Research on B2B Marketing
4:00 pm
Read through some industry
websites
5:00 pm
Spend some time on my facebook
Waze my way to a restaurant
Where are my friends?
Search Google
and place a lead
6:00 pm
7:30 pm
10:30 pm
This is my typical day at the office..
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
Search will always be a huge driver for high quality conversions
But Search only answers existing demand
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
Advertising Created Demand
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
The Solution is Multi Channel
Mobile
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
Media Efficiency Pyramid
Premium Display
Contextual Retargeting &
Audience Display
Social
Paid Search
Organic Search
Demand Generation
Demand Collection
Low Cost
High Cost
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
Media, Metrics – Matrix!!
Search
• Organic
• Paid
Social
• Fan Base
• Engagement
• ROI
Display
• Premium
• Exchange
• Contextual
• Audience
• Retargeting
Video
• Premium
• Networks
Desktop
Tablet
Mobile
Ad Serving, Analytics , Testing & Optimization
CPM CPC CPL CPS Rev
Share
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
Key Takeaways
Search is Still Key Driver
We are now on a multi-screen environment
We need to create demand
Do Search, but don’t remember marketing 101
Manage your Media and Metrics Matrix