Search Marketing: A Specialty
Search Marketing: A Specialty
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Our Digital Media Planet
AAAA Digital ConferenceJune 2007 - New York
Search Engine Marketing
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One Big Digital Media Planet
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Media consumption shifting to digital
Source: Forrester
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New consumer reality
Emerging generation ofMedia Searchers, Sharers, & Creators
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Search is a key component to the overall digital experience
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Search users are getting more sophisticated
Source: eMarketer
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Search users are getting more sophisticated
Source: Accenture
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All kinds of research on search behavior
Search engines accounted for a quarter of visits to US shopping and classifieds Web sites in May 2007 Hitwise
39% of online video viewers use search engines to find videos OPA/OTX
Travel-related searchers who made a purchase online did so 1.7x times Media Contacts
Meaning, the 1st purchase is just the beginning of the customer relationship
Once online, 80% of internet traffic begins at a search engine Haris Interactive
41% of web users find brands through search rather than just typing a URL into their browser DoubleClick
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Marketers see the value
“In the next three years, do you think marketing will be less effective,
about the same, or more effective in each of the following?”
Source: Forrester
0% 20% 40% 60% 80% 100%
Less effective About the same More effective
9%
1%
4%
12%
13%
8%
10%
23%
40%
26%
33%
53%
46%
53%
44%
13%
23%
21%
23%
29%
38%
34%
62%
52%
68%
61%
40%
49%
44%
53%
78%
75%
75%
65%
58%
55%
56%
14%
8%
7%
7%
7%
5%
3%
3%
Search engine marketing
Web sites
Wireless
Online display ads
Online classifieds
Product placement
Direct mail
Radio
Outdoor
Magazine
Television
Newspaper
Yellow pages
Print classifieds
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But how are marketers using search
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Taking a larger share of online ad spend
Source: eMarketer
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Taking a larger share of online ad spend
Source: eMarketer
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Taking a larger share of online ad spend
Source: eMarketer
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Consolidation … because ad dollars follow traffic & efficiency
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Consolidation … because ad dollars follow traffic & efficiency
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Represents 75% of search activity
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It’s not a level playing field though
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It’s not a level playing field though
44% of companies currently using PPC
just started doing so in the last two
years
36% of advertisers in a SEMPO study
say their search dollars are coming
from new budgets and are not shuffling
their media allocation mix
CPC prices continue to climb
Likely advertisers funding campaigns
by stealing from Peter to pay Paul and
will have a higher year over
percentage growth
Likely advertisers have been doing this
more than 2-years and will have a
lower year over year growth of search
spend due to diminishing returns
In aggregate yes, but if you remove the
top five industries CPCs are only up
~10%
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Search is changing
“More than any other factor, relevance drives SEM growth. They keyword phrase an
individual enters into a search engine describes his interest in a particular item or service or
topic. For a search engine then to display a marketer’s advertisement or organic text link at
that moment of interest creates a compelling connection between the individual’s intent and
the marketer’s offering”
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Search is changing
“More than any other factor, relevance drives SEM growth. They keyword phrase an
individual enters into a search engine describes his interest in a particular item or service or
topic. For a search engine then to display a marketer’s advertisement or organic text link at
that moment of interest creates a compelling connection between the individual’s intent and
the marketer’s offering”
Search is inherently a part of all of these and users intersect
with search at different times with very different
framesets/behavior
Are they an information seeker?
Are they conducting discovery-orientated queries?
Or using search purely as navigation?
This is critically important as search becomes more complex
Expanding beyond clicks, CTR, and online sales
Personalized search and message segmentation
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Personalized search increases the need for smart natural search
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Quality content
Social bookmarking
CGM
Interlinking and site architecture
RSS and content distribution
Link baiting versus link building
Widgets, pipes, gadgets and what ever the engines offer next
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Everyone sees the value in search but the options are still daunting
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Everyone sees the value in search but the options are still daunting
86% of search marketer performance evaluations were based on campaign metrics
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1) Come up with a game plan that suits your business
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1) Come up with a game plan that suits your business
The main goal of search engines is to return the most relevant web pages accordingly to user’s demand.
Search engines have a dynamic database of web pages, which are fed by a mix of natural and sponsored listings
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1) Come up with a game plan that suits your business
Each search engine has its own proprietary algorithm to select and order web pages.
Better natural positioning provides credibility and visibility for a company’s web
site
While Sponsored search provides control and immediate optimizations.
The main goal of search engines is to return the most relevant web pages accordingly to user’s demand.
Search engines have a dynamic database of web pages, which are fed by a mix of natural and sponsored listings
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2) Integrate natural & sponsored search efforts
The eye is drawn to the top of the page and only a small percentage make it to the bottom. It is important to rank well organically as well as being represented in sponsored results.
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A good SEM strategy will pay off
Benefits of ranking well in PPC and SEO
Capture greater percentage of search results page
Reinforces quality of brand to users
Opportunity to use different messaging tactics
Limits competitors ability to steal traffic
A brand can own the majority of a page
Competitors are pushed off and down
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3) Don’t manage SEM in a vacuum
Recognize the significant importance of search as a part of a larger effort.
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3) Don’t manage SEM in a vacuum
Recognize the significant importance of search as a part of a larger effort.
Build & Optimize your search
strategy in alignment with ALL
marketing and media
communications efforts,
BOTH online AND offline
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Search is a vital part of the new marketer tool kit
Mark
ete
rs toolk
it
Old tool kit New tool kit
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Data and research
Display
Search
Direct
Offline
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Data and research
Display
Search
Direct
Offline
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Search will be a key part of emerging platforms & services
Search
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Search will be a key part of emerging platforms & services
Search
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Insight on Search Marketing
www.mediacontacts.com
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Our Digital Media Planet
Thank You