search advertising

Aisling Blake

Search Advertising

1. Grow sales through paid search

2. Don’t forget about SEO

3. Use the insights that search can provide

4. Harness the growing trend for mobile search

5. Maximise the effectiveness of other media through search

Search plays many roles

Not just technology, it plays an integral part of the marketing and media mix

Standalone product

Understand the consumer

Predict intent

Search drives more than online

1

Grow sales through paid search

Start with paid search

Brands canown keyword territories& occupy prime real estate on the SERP

Why invest in paid search?

45% OF ONLINE AD SPEND IN H1 2012

IMMEDIATE MEASURABLEFLEXIBLE

TEST

SUPPORTS THE BRAND

& DRIVES SALES

SMEs succeeding with Google AdWords

2

Don’t forget about SEO

2009 2010 2011 2012 2013 2014$0

$5,000

$10,000

$15,000

$20,000

$25,000

$30,000

$35,000

Paid searchSEO

Brands under-invest in SEO

Source: Forrester’s Search Engine Marketing Model

More difficult to prove ROI than PPC

Difficult to provide any guaranteed

results

Proof of success may take up to 6 months

Start with your site

PPC & SEO are complementary

3

Use the insights that search can provide

5.5 searches per day(highest in our peer group in

Europe)

15% YOY increase in searches in Ireland

20% of daily searches have never been seen before

Value of time saved by the consumer is 10:1 ROI

(McKinsey & Company, July 2011)

We are all searching for something

Use the data generated through search

4

Harness the growing trend for mobile search

Mobile search is here to stay

140% increase in mobile searches over past 18

months

More searches on mobile than desktop (Japan)

60% of consumers search on

their smartphones

every day

Source: Mobile Planet

You need separate mobile activity

5

Maximise the effectiveness of other media through search

Search is the bridge between traditional

media and online

TV is a large driver of search

Be thereBe

consistent

Make it easy

1. Grow sales through paid search

2. Don’t forget about SEO

3. Use the insights that search can provide

4. Harness the growing trend for mobile search

5. Maximise the effectiveness of other media through search