Search Marketing: Trends & Updates 2010

1. Search: Trends & UpdatesJulie KosbabPlaudit Designwww.Plauditdesign.com TechPulse 2010

2. Overview Search Engine Market Share Pay-Per-Click Market Size Market Alert: Yahoo/Bing Search Deal What's Hot: Local What's Hot: Mobile Pay-Per-Click: News & Alternatives

3. Search Engine Market Share

4. Pay-Per-Click Market Size 2009 Estimated US Spend: $10.7 billion(Source: Interactive Advertising Bureau and PricewaterhouseCoopers)

5. Market Alert:Yahoo/Bing Search Deal Announced July 2009 Bing to provide: Algorithmic search results Paid search results and management system Support for self-service paid search advertisers Yahoo to provide: Sales force/support for high volume search advertisers Integrated content related to search results Interface for Yahoo.com presentation of results

6. Anticipated Impact:Yahoo/Bing Search Deal Google will remain dominant player in search and PPC spend Possible usage shifts after merger Continued efforts to improve search experience by all players to seize market share Bing continues to focus on travel, shopping, sport PPC management streamlines with one less player Bandwidth shift to Social PPC?

7. Local Search

8. Local Search Google: At least 20% of searches have local intent Yahoo: 100 Millionunique visitors permonth searchwith “local intent” 33% of searchesvia smartphones/mobile are localized

9. Local: Google Places 50 million US 'place pages' 2 million business listings claimed by business owners

10. Local: Google Places New Features: Service area Google photo shoots Sponsored tags Available in San Jose, Houston, Atlanta, Austin, and Washington DC; San Diego, Seattle, Boulder, Chicago and San Francisco coming soon Coupons and mobile coupons

11. Local: Bing Maps Fewer views, users Integrated with several location-based mobile apps, Facebook pages Powerful developer options for use on websites

12. Local: What It Means Local businesses are being given prime search real estate Localization of results allows many businesses to be visible around the same core concepts – in different geographies Provides opportunity for businesses with limited online presence/budget to use Google for lead generation

13. Leveraging Local Set up or claim your business' 'place page' Even National firms! Confirm business details Address, phone, service area, categories Ensure profile pages for your business exist on as many location-oriented sites as possible YellowPages, Yelp, etc. Geotag your website

14. Geotagging

15. Mobile

16. Rising Trend: Mobile 45.4 millionsmartphones owned in US(February 2010) +21% over 2009 30% of users usebrowser on phoneregularly Mobile browsingaccounts for 1.3% of all web use Safari (iPhone) most popular browser

17. Search Engines & Mobile 33% of mobile searches have local intent Many others drive shopping activity locally Google acquired mobile ad provider AdMob in late 2009 Microsoft – exclusive search/advertising content provider for Verizon phones

18. Going Mobile Localization Making your site local-friendly pays dividends in mobile Accessibility Is your website accessible to multiple platforms? Advertising Specific opportunity in PPC to target mobile devices

19. Pay-Per-Click:New Features, New Networks

20. Pay-Per-Click:Google Remarketing Target users who visited your site but didn't transact when they visit other sites Available on the Google Content Network.

21. Pay-Per-Click:Google Remarketing Examples: Offer free-ship discounts to individuals who previously browsed your site Last minute sales for time-sensitive items (tickets, hotel rooms, etc.) Event marketing

22. Pay-Per-Click: Google Remarketing Usual Content Network rules apply Monitor which network properties your ads run on Be selective about opportunities Experiment with image or video formats for lower CPCs

23. Pay-Per-Click:Google Click-to-Call Intersection of local, mobile and paid search advertising Include a phone number with ad Displays as additional line of text on smartphones Available to national advertisers

24. Bing: Cashback Ads for Retail Offer rebates and incentives to online shoppers using Bing search. Bing Cashback Search Cost-Per-Click Displays ad next to search results for relevant search terms Invite-Only for Large Advertisers Bing Cashback Shopping Cost-Per-Acquisition Customers search for a product in shopping Vertical Search and select to go to the advertiser’s site Highest ranked product = lowest total cost (price – rebate + shipping)

25. Bing: Cashback Ads for Retail Best for retailers who can compete on price/margin Will gain exposure via Yahoo/Bing deal Push for integration by Holiday 2010

26. Alternate PPC Networks for B2C:FacebookAds Benefits Reach: 400 million users 50% use daily Target on location, age, gender, keywords, education, workplace, relationship status, relationship interest, language Drawbacks: User intent ROI and effectiveness Campaign tracking Time to manage

27. Alternate PPC Networks for B2B:Business.com Benefits Reach: 8 million monthly visitors Strong B2B audience Target to categories within Business.com directory Can provide multiple links within an ad for different actions Drawbacks No specific geotargeting Campaign tracking Time to manage Cannot opt out of their distribution network

28. Alternate PPC Networks for B2B: LinkedIn.com Benefits Reach: Professionally oriented Can target based on geography, job title, company size or industry Drawbacks Campaign tracking Awkward interface Targeting limits User intent Time to manage

29. Questions?