A fresh take on search Roberto Hortal Head of eBusiness
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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 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
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
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
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
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
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
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
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
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