search marketing: a specialty · 44% of companies currently using ppc just started doing so in the...

Search Marketing: A Specialty

6/21/2007 :: 2

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

Email

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