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Search Marketing
- 1. Your guide to Search Marketing IAB Search Council
- 2. Introducing the online consumer Back to index
- 6. We VALUE search as a tool 44 53 60 60 61 67 68 73 73 90 90 73 73 68 67 61 60 60 53 44 (Henley Centre/AOL 2004)
- 7. The web is a democracy- what is being said about your brand? In a recent survey of ACNielsen’s top 50 UK grocery brands, it was found that 40% of them had critical or negative commentary in the top 10 Google results. (Search is Brand, Market Senital/Weboptimiser, July 2005) If you can’t be found under the search terms that people are using to find you … then someone else, perhaps a competitor or disgruntled customer will take the visibility – and the resulting mindshare. Coca-Cola 3,4,7,8 Walker’s Crisps 2 Warburton’s Bakery 9 Cadbury’s Dairy Milk 10 Kingsmill 1,2 Bernard Matthews 5,9 KitKat 10 McCain 3 Flora 6 Fanta 3,6 Heinz Baked Beans 9 Google ranking of Negative site Source: ACNielsen, 6 th June 2005
- 8. The consumer is in control… The Economist, 8th April 2005
- 9. The story of Search so far…. Back to index
- 10. The growth of search £m Source: PricewaterhouseCoopers / Internet Advertising Bureau
- 11. Search and the media mix % share of revenues for Jan to June 2005 Source: PricewaterhouseCoopers / WARC Recruitment Classifieds / Internet Advertising Bureau / WARC IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures. Half year total - £490.8 Million
- 12. Huge Growth in Search Engine Marketing UK search marketing to experience strong growth in coming years Search marketing will experience strong near-term growth (Forrester Research, March 2005) Note: Forecast of UK commercial search market, including paid listings, contextual search, site optimisation and paid inclusion.
- 13. Search is expected to overtake radio before the end of 2007
- 14. Google is now the biggest media company on the planet
- 15. How Search Marketing works… Back to index
- 16. Paid for Search and Natural Search Sites appear in Natural listings because the site has been indexed by the search engine as being of relevance to the search term. Search Engine Optimisation is the process whereby a site can be optimised to be ‘search engine friendly’ in order to improve its natural position Sites appear in the sponsored links because they have paid search engines to appear here ‘ Pay per Click’ (PPC) is the buying model for this whereby the advertiser bids on certain keywords and pays for each click on their link
- 17. Keywords and Search Behaviour Back to index
- 20. How people search: your customer and their purchasing cycle Overture search results for March 2005 Bidding to position 1 (18 th April 2005) laptop 451,519 sony vaio 13,924 sony vaio z1 97 cheap sony vaio laptop 103 computer 444,202 £0.60 £0.57 £0.51 £0.19 £0.13
- 22. Paid for Search Back to index
- 23. There are 6 key provides of Paid for Search Your position in the list mostly depends on how much you are prepared to pay or ‘bid’ for a keyword (Google have a slightly different system) You only pay your keyword bid price when someone clicks upon your link 12p a click for no.1 position All providers offer the facility to bid on keywords relevant to your business so a link to your site and short description written by you appears in the sponsored search list when that word or phrase is part of a web search
- 24. Managing a Pay per Click (PPC) campaign Bid prices and conversions (click-throughs) need to be regularly tracked. Most providers offer a free ‘bid management’ tool which can be used to monitor this. The tool can be used to optimise a campaign by showing which keywords are performing the best. Each Paid for Search provider has a slightly different system and you need to be able to understand the listing strategies of each or hire an agency that can handle the whole process for you. How much you bid for a keyword should depend on what you can afford to pay for a ‘targeted lead’ (your ‘cost per acquisition’ or CPA) Working out your Cost Per Acquisition (CPA): ‘ Holiday cottage in Cornwall’: estimated searches at position 1 are 3,032 Current bid price: £1.54 per click Click-through rate: 3.73% Result: around 113 targeted leads for around £174 approx. £1.53 cost per lead (Overture, April 2005)
- 25. The ongoing process of a PPC campaign (adapted from an Overture chart) Writing compelling copy for the link headline and description Drives Quality of Leads Keyword research, monitoring of search behaviour and bid management Drives Quantities of Leads Making sure the website landing page is targeted Drives Conversion
- 27. Search Engine Optimisation Back to index
- 35. The future of Search… Back to index
- 37. With thanks to: http://www.yes-inspirations.blogspot.com
- 38. What about sending this to a friend or explore 1000’s of presentations http://www.yes-inspirations.blogspot.com /
Notas del editor
- According to Technorati (blog-monitoring company), a new blog is being created every second. Blogs are personal websites that are highly dependent on linking for their traffic. Because their currency is opinion, bloggers tend to be more outspoken that other web users. Blogging is already catching up with mainstream media in terms of becoming news sources in their own rights. There are also blogs out there by disgruntled customers that are dedicated to brand-bashing and these sites can often appear higher in search listings than the official sites of these brands.
- Assuming total online revenues of £2195m, with a 40% share for search totalling £878m. Radio is predicted to reach £671m.
- Search Marketing turns the concept of demographics on its head: “ you can segment your markets and target your marketing based on what people want rather than who they are ” (Weboptimiser)
- Talk to people in their own language. “ By telling you what people are looking for in their own words, in their own time and at their own PC, keyword research helps to turn communication paradigms upside down. Like having access to the largest, most honest and unself-conscious focus group in the world, keyword research gives you priceless insight into your target market”. You can formulate your PR strategy on what people wan to know Do keyword research once a month.
- Other forms of Paid Search include: Paid inclusion: listings are still subject to search engine’s algorithms but pay be to be included in exchange for more frequent updates and/or flexible listing descriptions. Trusted feed: web pages are submitted directly into the search engine’s index every 24hrs. A fixed cost-per-click is agreed in advance. Often used and limited to large sites with constantly updated content or a large database eg: travel sites, eBay..etc
- Taking the number one spot might not necessarily be the best strategy for the SME with limited resources. Some can get swamped by being in this position and cannot deliver on their promise.
- In order to make full advantage of the traffic you are directing to your website from your search campaign, make sure you are considering the quality and relevancy of your landing pages, the power of the calls to action and the number of steps a user has to take before completing a purchase. Some companies consider creating a dedicated microsite for each campaign in order to make sure the content is as relevant as possible to the search ad. This also helps with tracking conversions.
- Even the smallest of businesses can benefit from search. Search listings can be bought by credit card and can be capped at a low fixed price per click allowing the business to keep costs under control. By selecting very precise keywords and phrases relevant to the business, bid prices tend to be less expensive that those that are more general and vague.
- There are disadvantages: results can be slow, up-to-date knowledge and skills essential and there is no guarantee of position
- type in the service they require and postcode, geo-targeted by IP address,