10 ways to use search beyond sem - omma global ny 2009
DESCRIPTION
If you're only using search data to improve your SEM programs, you're missing the boat. Here are 10 ways to leverage search data beyond the SEM channel.TRANSCRIPT
Beyond the Click: Planners Use Search Beyond SEM
Today’s Presenters
• Aaron Goldman, Managing Partner, Connectual • Alex Hooshmand, VP, Product and Operations,
BlueKai • Brett Goffin, Head of Industry, Retail, Google • Stacie Susens, Associate Director, Client Strategy
& Development, Resolution Media• Eli Goodman, Search Evangelist, comScore
10 Ways to Use Search Data Beyond SEM
1. (Re)Define your audience
Source: Microsoft adCenter Labs
Women 18-34
2. Competitive Intelligence
Source: AdGooroo
Sitters & Nannies
Training, Job Hunting
General Listings, Background
Checks
Live-Ins, AuPairs
Disabilities, Non-profits
3. Refine your USP
Source: Twitter Search
Safety
Cost
Convenience
Location
4. Adjust your product line/features
Source: AdGooroo
Let’s watch the pets too!
5. Decide what markets to support
Source: Google Insights for Search
Time to open the Alaska branch!
6. (Re)Develop your Web site
Source: Microsoft adCenter Labs
Focus on Depth of Content, Info, and Engagement. Don’t Drive Straight to Lead Forms!
7. Tweak your non-search advertising creative
Source: Yahoo Buzz
Ads should make moms feel good
about themselves!
8. Inform your online display media buys
Source: comScore Marketer
Buy CafeMom, HotChalk and
Disney!
9. Measure performance of offline ads
Source: Google
9. Measure performance of offline ads
Source: Google
0%
100%
200%
300%
400%
500%
600%
700%
1/17/2006 1/22/2006 1/27/2006 2/1/2006 2/6/2006 2/11/2006 2/16/2006 2/21/2006 2/26/2006 3/3/2006
Pontiac Internal Benchmark Competitive Set
Jan 31st
Feb 13th 6:00 – 7:00PM
Feb 17th & 18th
Feb 22nd
5:00-6:00PM
Feb 24th
5:00 – 6:00PM
Hourly
10. Predict elections
Source: http://www.findresolution.com/2008/11/can-google-predict-election.html
10. Predict elections
Source: Google Insights for Search
10. Predict elections
Source: Google Insights for Search
10. Predict elections
Source: CNN
10. Predict elections
Source: http://digitalseachange.blogspot.com/2008/11/googling-next-president.html