search trends and opportunities for the sophisticated marketer

© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage

Search Trends & Opportunities for the Sophisticated Marketer


Online Ad Spending Still Lags Media Share

Print Radio TV Internet

12%16%

31%28%

26%

9%

39%

13%

Media Time Ad Spend

% of Time Spent in Media vs. % of Advertising Spending, USA 2009

% o

f Tot

al C

onsu

mpt

ion

~$50BN Global

Opportunity

Source: Morgan Stanley.

© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage3

Resulting In Expectations of Future CPC Increases

Source: Jupiter Research, Paid Search Model

Growth of CPC & Search Volume

Costs per click are growing twice as fast as volume.


Where Can You Find Incremental Revenue? (…and ROI)


What is the Search Alliance?

5

Microsoft adCenter now powers US paid search results for Yahoo! and Bing, with International rollout in 2011.


Favorable Market Conditions Post-Transition

Conversion rates dipped during transition but ended 2010 13% higher

Cost Per Action (CPA) increased during transition but finished 17% lower


Best Practice: Perform a GAP Analysis

Compare adCenter keyword coverage to Google to identify Gaps

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VS.

GroupA

GroupB

GroupC

GroupD

GroupA

GroupB

GroupC

CAMPAIGN 123 CAMPAIGN 123


Best Practice: Pay Attention to Match Types

Bidding at the match type level on Yahoo-Bing increases traffic quality, conversion rates, and ROI.

Keyword Bid : $1.00

Broad Bid : $0.75

Phrase Bid : $1.10

Exact Bid : $2.00

Pre-Transition Post-Transition


Best Practice: Prepare For a Surge

Post-transition, advertisers have seen increased impressions and click volume.

Best Practice: • Thoughtfully increase adCenter budgets • Continue to review campaign and daily budgets • Organically expand high performing keywords


New Opportunities Abound on Facebook

More impressions

Lower Click-through

Lower Average CPC

Different Conversion Rates


Best Practice : Use Keywords to Find Interests


Best Practice : Test Images Before Copy

Images are the key driver for click-through rates

Draw attention to ads with contrasting colors

Link images to audience to increase relevance


Best Practice : Maintain the Facebook Experience


The Only Complete Facebook Marketing Solution

Apps

Ads

Analytics


Mobile has Reached its Inflection Point


Search will Dominate Mobile Ad Spending


Should Brands Invest in Mobile Search?

Some Facts:• Mobile search = 8-10%

of search queries, but only 2% of spend

• Mobile searches to quadruple in next 3 years, but revenue will still lag

• 3-5x higher click-through rates

Source: RBC Capital Markets


Best Practice – Mobile-specific Keywords

• Performance Increased 9.3% when AdCopy included mobile specific copy against desktop’s strongest performing copy


Best Practice – Invest in Branded Keywords

Start with Brand Keywords to get mobile learning• Protect your brand• Typically less competitive, savings in CPC led

to conversions being 7.4% more efficient• Understand the use cases for mobile


Best Practice – Utilize Mobile Capabilities• Click To Call• Click to Book• Maps• Coupons


3 Things to Remember

• Pick Your Battles

• Early Adopters Will Gain an Edge

• New Channels Require New Thinking

search trends and opportunities for the sophisticated marketer

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