importance of search
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*The agency for the consumer ageCopyright © Lavender* 2009
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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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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