Search is Sexy
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Net Media Planet is an award-winning paid search marketing agency that operates across 59 markets and 28 languages, generating over €90 million in annual client revenue. The document discusses recent developments in search marketing, including the growing importance of social signals and mobile/tablet advertising. It provides recommendations for leveraging these trends such as targeting relevant media, customizing ads based on device, and analyzing mobile sales data to improve performance. The key takeaways are to deeply understand customers, use hyper-targeted ads like on YouTube for incremental sales, and analyze mobile data to grow performance.
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Search is Sexy
- 1. Search is Sexy! Sri Sharma, Managing Director June, 2011
- 2. Introducing Net Media Planet Operate across 59 markets and 28 languages Over €90 million in client revenue annually Passionate about PPC We are an award winning paid search marketing agency operating on a performance basis
- 3. Where search is today 1. Consumers have more ways to search A better user experience of search Social and search are getting closer Search is better integrated with other channels ROI remains No. 1 focus 2. 3. 4. 5.
- 5. “social media advertising revenue to reach $4-5 Billion in 2011, paid search advertising to reach $30 Billion in 2011” Source Deloitte 2011 Technology and Media Report
- 6. Improve relevancy using social signals
- 7. From across social networks
- 8. Get stickier / more socially engaging
- 9. A quick look at Bing !
- 10. Become a social destination
- 11. Still an experiment No affect on QS (yet) but likely to affect CTR Unique to PPC text ad- so factor into optimisation Unique to SEO landing page - so factor into optimisation Available on websites and GDN Will support 44 languages, English only currently Google +1 Consider ...
- 12. Driving Sales from YouTube
- 14. Our Approach: search meet display
- 15. Think Customer Customer demographics Customer psychographics
- 18. Build scale Extend themes Target demographics individually Update schedule regularly
- 20. Test Text ads vs Image ads Keep ads fresh
- 21. Take advantage of SOCIAL BUZZ
- 23. Test YouTube for affiliate sales and brand awareness for your affiliate site Find a fit between the customer and the product Target on a granular level - be hyper relevant Use Image ads over Text ads Take advantage of social media buzz Google TV? Consider ...
- 25. Drive Revenue from mobile
- 26. 170% growth in revenue from mobile paid search marketing Source: Net Media Planet (Retail)
- 27. Mobile & tablet impressions are growing Impressions by device Source: Net Media Planet (Retail)
- 28. Mobile & Tablet still have cheaper traffic than desktop CPC by device Source: Net Media Planet (Retail)
- 29. Tablet and Desktop conversion rates are similar Conversion rate by device Source: Net Media Planet (Retail)
- 30. Target Tablets for higher AOV AOV by Device Source: Net Media Planet (Retail)
- 31. Optimise your PPC by time of day % Sales by Time of Day: Desktop vs Mobile vs Tablet Indexed 100% Source: Net Media Planet (Retail)
- 32. Simplicity of m-commerce Affiliate click to call
- 33. Simplicity of m-commerce NFC bridges online/offline
- 35. Target devices to improve ROI Tablet users are affluent - target them Maximise sales through time of day optimisation More Click to Call affiliate opportunities PPC online to offline activity - Google Wallet Consider ...
- 36. Top 3 Takeaways . . . Really understand your target customer Use hyper targeted PPC for incremental salese.g. on YouTube Analyse your mobile sales to grow performance
- 37. Thank you Do you have any questions? Twitter: @netmediaplanet @srisharma Blog: http://www.netmediaplanet.com/blog
Notas del editor
- Good morning everyone. My name is Sri Sharma, MD and Founder of Net Media PlanetThere’s a lot of innovation in search today.I want to take this session talking through 3 areas of innovation – mobile, video and social search, demystify them and try to share some ideas of how to use them to improve your paid search results/performance from aff marketing.Show of hands – how many affs, merchants, aff networks
- We work as an affiliate and as an agency, been around for 7 years, picked up a few awards along the way and most Most importantly we love PPC.
- Consumers have more ways to searchMore ways to ‘find’ informationPeople use maps on mobiles over search engines to search for dstination information such as local shops and restaurantsRetargeting provides better advertising – and this is an area of growth in aff marketingDynamic display provides better more relevant targetingSocial networks like facebook– people are finding end destinations based on what their friends’ like without even visiting a search enginetwitter – i can see real time informationA better experience of searchIf you look at google – google instant, PPC product/star listings/maps, natural listings – universal search with twitter and video and imageSocial and Search are getting closerGoogle have a version of social search coming, bing results now how facebook likes integratedSearch is better integrated with other channelsHow many affs in the room using ppc to get traffic to their sites?Affs using ppc as one channel of manyMerchants starting to use attribution modelling to pay different types of affs for their contribution to saleROI remains priority No. 1- Above all partic with market climate, ROI remains priority NO. for merchants and affiliates alike through PPC and SEOSo what does that mean? Well it means there are more ways to use search (and I’m gonnapartic focus on paid search) to drive incremental sales to your site and so improve performanceSo now lets look at 3 areas of innovation – social, video and mobile, demystify them and share some ideas to improve performance
- First area I want to talk about is SS. A very hot topic at the moment relevant for both SEO and PPC.So what’s all the hype and the fuss.
- Situation:SM revenue is small but intent based PPC revenue is hugh.FB wants this revenue by providing relevant results to people using their social graph. And it’s working, FB has x2 the pageviews of Google and climbing. Consumers are browsing FB and leading to destination websites without the need for SEs. People searching within facebook (tie up with Bing).ComplicationGoogle is afraid to lose this revenue so must make itself more compelling by adding a social layer to its search offering – Social Search launched in oct09.QuestionSo what’s google doing to prevent this and will it work?
- Social signal to improve relevancy of resultsIn the SERPS, we will see the +1 and be able to ‘like’ an ad or landing pageBehind the scenes:Improve their own social graph using +1 and ~150M gmail users / google profilesIngoogle’s eyes this is a test and will expand if successful or learn from itI have some doubts because on SERPS I am not in the mindset to +1, but when it is on sites, then I will be
- use of cross social network social graph by plugging into twitter and other social sites
- Today ,I use google because the result are so good. Very transactional.What Google wants to do is make it more emotional, a place where I see what my friends like.A bit like the FB/B tie up but FB is more compelling (more people on the network) and thumbs up far easier to understand.
- A bit like the FB/B tie up but FB is more compelling (more people on the network) and thumbs up far easier to understand.
- Need to get consumers interested in Google products earlier - Become a social destination.They may go all out and launch a social network but niche prods is working well so far such as google hotspot for mobile – which is the fastest growth spaceIt is a social networking for mobile called hotpot. It combines google maps with your friends’ suggestions on places to eat and visit. With 146million users of google mail versus facebook’s 700m users, google does have something it could do in the social networking space – community. Its trying to create its own community/ies to interest people and then bring them back to googleadwords which is 95% of googles revenue. But today people like facebook and this threat isnt going anywhere
- Lets look at Google+1 and what it means as an affiliate for PPC/SEOThat said, Google+1 may or may not last, it is an experiment today.
- SituationLast year saw an explosion of video content on YouTube. 35hrs of video uploaded every minute. Up 145% on 2009.ComplicationIt was also the year when Google display network advertising on YouTube would allow targeting down to individual video content – rather than channel wide as it used to be.QuestionWe wondered if we could leverage these 2 changes to drive incremental sales on an aff basisAnswerWe managed to do that and won 2 awards this year for it including Best Search Award from A4U in May 2011I’d like to share our approach.
- First of all for those of you who havent seen it, this is a video overlay advert on YouTube
- Display great for branding, we wanted sales so we focussed our energy on the desire and action stages of the buying cycle.To do that we needed to bringing the relevancy of search to displayGoing to talk through 4 steps we took to do that
- Be ultra niche on the product – not necessarily selling every prod the merchant hasUnderstand who the customer is in terms of demo age, gender and also psycho – Interests, Activities, and OpinionsEgTPS – celebrity perfumesDemo/psycho16-35FemaleLoves celebrity gossipLoves that celebrityBuys for themselves
- First of all for those of you who havent seen it, this is a video overlay advert on YouTubeMade campaign more profitable than from search
- Find videos to target by category, channel and unique video that fit the customer profile (demo and psycho)
- Separate campaigns for different target demos – use tech to drive scale
- Good ctr is 0.15-0.25%
- When rihanna released only girl in sep10, we knew there would be lots of traffic on youtubeIf you can target video content that is in eg for a retail client, we targeted Rihanna videos as it fit the customer demo and psychographics. Lots of traffic and so lots of sales.
- YouTube is a core part of G TV. Lots of hype in 2010 and gone very quiet now. A bit of a flop so far because no terrestrial channel access.That said, one day as tv becomes more digitised, on youtube or other platforms optimising search for this channel is going to be really important and will definitely lead to sales. So well worth being ahead on it.
- How many people using mobile to drive aff sales?How many people are targeting mobile seperately from their ppc campaigns?Google says over 10% of its search traffic globally is mobile now. Much of that is for local information – pizzas...Much of mobile traffic in search is for local information not to purchase online.how can we maximise mobile for revenue transaction generation beyond local? / what we would like to do is actually maximise mobile for revenue and transactions online. I think 2 factors will influence this.Uptake of mobile search, research and buying by consumers - I think this is happening and I want to share some insights and ways to grow salesSimplicity of mobile commerceWhat to share what we are seeing and how we can apply it to your aff campaigns
- This chart shows how sales for our retail clients have grown from 08 to 10. 170% so far and does show some signs of an exponential growth curve.So clearly besides the obvious, data shows that uptake of mobile search is on the up for transactions not just local search.
- Mobile are 7% of desktopTablet are 5.5% of desktop
- Mobile 57% less than desktopTablet 28% less than desktop
- Mobile follows the same trend as tablet% of mobile and tablet sales (sales by hour / total in a day) is higher that that for desktop at certain times of dayIn the morning (6-10) and night (22-24)Also worth having separate campaigns for mobile and tablet and desktop
- NFC comms basedMakes mobile commerce easier. If it is easier, then more mobile search, more affiliate opportunity.Google spearheading this and Paypal very unhappy as they think their IP was stolen.Be able to bridge mobile activity to a sale in store:- Search for a product. Click ppc ad. Download an offer/incentive to your google wallet (perhaps aff based – open source platform) Go instore and purchase, this will all feed back to your reporting system eggoogle analytics.
- Google Offers (like Groupon) will help bridge desktop activity to offline activity. Probably in your adwords/analytics dashboard:Search for an offer in search or in Google offers. Save to Google Wallet. Go instore and redeem offer. This will appear in adwords/analytics.
- Click path analysis (ppc alone, then across online, then across offline/online)