importance of search

*The agency for the consumer ageCopyright © Lavender* 2009

Lavender*

Paid for SearchThomas Miles, Planning Director, Lavender* Feb 2010

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Search = A Statement of intent

11% of all actions online

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3

The basics

Natural (Organic) SEO Result.

Rank 1 to 3 of PPC Sponsored Results

Rank 3 to 8 of PPC Sponsored Result

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Search has an ever increasing role in all categories

Source: Google internal data

up 63% year-on-year

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With overall spending increasing

Home & Contents Insurance category leaders average $63k spend per quarter for 11k clicks

Source: Google internal data

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It should play a key part in every company’s communications mix

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Offline Advertising Drives Online Response & overall efficiencies in CPC & CPA

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Lavender* 8

Increased engagement drives pre-shopping

68%

37%

46%

Display Only Search Only Search & Display

As site engagement increases…

Dollars per purchaser in-store increases…

Lift In Pages Viewed

Lift In Dollars Per Purchaser in-store

*: Lift vs. Control Group

11%

26%

83% 83%

(Yahoo, 2007)

Multi-media approach works best

JC Penny

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Increased engagement drives pre-shopping

Tuesday to Wednesday - 21% drop in display impressions resulted in a 40% drop in branded search salesFriday to Saturday – 28% drop in display impressions resulted in a 63% drop in branded search sales

(OMD Search, 2009)

But you need to find an equilibrium

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Awareness

General search terms:

Cheap flights

Broad pages allowing

individual exploration

Research

Needs-based terms:

Flights to Sydney

Product Pages

Purchase

Value-add terms:

Sightseeing in Sydney

Decision Loyalty

Targeted terms:

Travelocity

Purchase Pages

Purchase Pages

Plan around decision making journey

Generic search Branded search

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SEARCH BEHAVIOUR

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Search behaviour changes by generation

90% 10%

Gen Y

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70% 30%

Gen X

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50% 50%

Baby Boomers

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(AOL leaked data, 2008)

& It’s all about positioning

• 47% of searches result in no clicks on returned results

• 90% of users click on first page

• 75% of clicks from 1st five results:– 1st 42% – 2nd 12% – 3rd 8% – 4th 6%

– 5th 5%

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People completing multiple clicks on page one

People moving onto page two

Car insurance LCD TV Mobile Phones Home Loan Hotel

(Research International, 2008)

Car insurance LCD TV Mobile Phones Home Loan Hotel

Yet if you’re lucky some categories have leeway

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Making it work for you

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Summary

–You can’t ignore search

–Don’t plan a campaign without it

–Understand the decision-making process

• Specifically investing in awareness & research phase

–Understand your audience’s behaviour

–Be top 5