seo+ppc webinar nov10
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8/8/2019 SEO+Ppc Webinar Nov10
1/30
2010 Third Door Media, Inc.
TheImpactofSearchandOnline
Marketingon
Branding:
ResultsofRecentcomScore Research
Thursday,November
4,
2010
1PM
EDT
Speakers:
JeremyHull,
Range
Online
Media/iProspect
EliGoodman,SearchEvangelist,comScore
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8/8/2019 SEO+Ppc Webinar Nov10
2/30
2010Third Door Media, Inc.
ViewingTips
TurnOffPopUpBlockers
Technicaldifficulties?
ClickonHelp?link
UseQ+Abox
Submitting
questions
to
speaker Q+Asessionatendofwebcast
UseAskaQuestionboxtosubmitquestions
Sendquestions
at
any
time
Twitterhashtag #smnow
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8/8/2019 SEO+Ppc Webinar Nov10
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2010 Third Door Media, Inc.
JeremyHull,
SeniorAccount
Leader,
RangeOnlineMedia/iProspect
JeremyHullisaSeniorAccountLeaderforRangeOnlineMedia,
wherehe
has
become
apassionate
champion
for
online
retailers.
HeleadsmanyofRange'salphaandbetatestswithGoogle,Yahoo,
andMSN.
Hehas
provided
campaign
analysis
and
strategic
direction
to
NIKE,
AccorHotels,Burberry,Timberland,Talbots,andNeimanMarcus
anditsluxurysubsidiaries,includingHorchowandBergdorf
Goodman.
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8/8/2019 SEO+Ppc Webinar Nov10
4/30
2010 Third Door Media, Inc.
iProspect Services Include:
Natural Search Engine Optimization Paid Search Advertising Management
Shopping Feed Online Display Advertising Management Global Search Engine Marketing Web Analytics/Attribution Modeling Reputation Management Other Search-Related Services
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8/8/2019 SEO+Ppc Webinar Nov10
5/30
2010 Third Door Media, Inc.
EliGoodman,
SearchEvangelist,
comScore
EliGoodman
leads
the
business
development
team
for
comScore's
Searchdivision,whereheplaysanintegralroleineducatingthe
Onlineindustryoninnovativemarketingtechniquesandstrategies.
He
is
a
11
year
veteran
of
the
technology
and
market
research
industry,withexperienceinmarketingresearch,search,online
media,andevents.
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8/8/2019 SEO+Ppc Webinar Nov10
6/302010Third Door Media, Inc.
BackgroundandResearchObjectives
iProspectcommissionedcomScoretomeasuretheimpactofvariousonlinemediaassetson
consumeropinions
and
intended
behavior.
Theimpactsofexposuretoorganicsearch,paidsearch,anddisplayadvertising(individually
and
in
combination)
were
exploredtodeterminetheoptimalmediastrategy.
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8/8/2019 SEO+Ppc Webinar Nov10
7/302010Third Door Media, Inc.
Methodology
2,261Respondents
February2010
May
2010
TestGroup
Exposedtoanystandaloneorcombinationof
DisplayAd,
Organic
Search,
Paid
search
ControlGroup
Notexposedtoanydigitalassets
Surveybasedresponseswithin30daysofinitialexposure
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8/8/2019 SEO+Ppc Webinar Nov10
8/302010Third Door Media, Inc.
DigitalAssetBucketsControl
OrganicSearchImpressions
PaidSearch
Impressions
OnlineDisplayAdImpressions
Organic+Paid
Search
Impressions
OrganicSearch+OnlineDisplayAdImpressions
PaidSearch
+Online
Display
Ad
Impressions
OrganicSearch+PaidSearch+OnlineDisplayAdImpressions
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8/8/2019 SEO+Ppc Webinar Nov10
9/302010Third Door Media, Inc.
Methodology
Resultsanalyzedbothinaggregateandbydefinedverticals
5defined
verticals:
Retail
Software Banking/Financial
Hotel
Insurance
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8/8/2019 SEO+Ppc Webinar Nov10
10/302010Third Door Media, Inc.
Methodology NotableCaveats
Wedidnottakethefollowinginfluencersintoaccount:
Sequence
of
Exposure Creative/Messaging
Page/Position/Size
Frequencyof
Exposure
Weweightedatboththerespondentlevel(USPopulation)andtheBrandlevel(controlto
matchexposed;
brand
distribution
for
more
ubiquitousbrands)
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8/8/2019 SEO+Ppc Webinar Nov10
11/302010Third Door Media, Inc.
AgeBase: TotalSample
age. Whatisyourage?
gend. Areyou?
Base:Totalrespondents
29% 22% 20% 27% 24% 22% 22%
44%48% 50%
44% 46% 45% 48%
27% 30% 30% 29% 30% 33% 30%
Organic Only Paid Only Display Only Organic + Paid Organic +Display
Paid + Display Organic + Paid +Display
18-34 years 35-54 years 55+ years
(n=158)(n=289)(n=624)(n=135)(n=8,920)(n=349)(n=628)
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8/8/2019 SEO+Ppc Webinar Nov10
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GenderBase: TotalSample
age. Whatisyourage?
gend. Areyou?
Base:Totalrespondents
31% 31% 29% 30% 32%40% 39%
69% 69% 71% 70% 68% 60% 61%
Organic Only Paid Only Display Only Organic + Paid Organic +Display
Paid + Display Organic + Paid +Display
Male Female
(n=158)(n=289)(n=624)(n=135)(n=8,920)(n=349)(n=628)
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8/8/2019 SEO+Ppc Webinar Nov10
13/302010Third Door Media, Inc.
HouseholdIncomeBase: TotalSample
QHHI. Whichcategorybestdescribesyourtotalyearlyhousehold
incomebeforetaxes? Pleasecombineallincomesforyour
household.
26% 23% 26% 20% 26% 24% 32%
44% 46%49%
49%49% 46%
41%
21% 24% 17% 24% 17% 22% 19%
8% 7% 8% 7% 8% 9% 9%
Organic Only Paid Only Display Only Organic + Paid Organic +Display
Paid + Display Organic + Paid +Display
Under $25K $25K to $74,999 $75K+ Prefer not to answer
(n=158)(n=289)(n=624)(n=135)(n=8,920)(n=349)(n=628)
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8/8/2019 SEO+Ppc Webinar Nov10
14/302010Third Door Media, Inc.
SurveyQuestions Aided&UnaidedRecall
Whenthinking
about
(name
of
vertical
category
here),
which
brands
come
to
mind?
Haveyouheardofanyofthefollowingbrands(15listed)?
Howwouldyoudescribeyouroverallopinionsofeachofthefollowingbrands(from
thoseidentifiedbyrespondentinQuestion2)?
Inthefuture,howlikelyareyoutovisitthewebsitesofeachofthefollowingbrands
(fromthoseidentifiedbyrespondentinQuestion2)?
Inthefuture,howlikelyareyoutopurchaseaproductorservicefromeachofthe
followingbrands(fromthoseidentifiedbyrespondentinQuestion2)?
Howwouldyoudescribetheamountoftrustyouhaveineachofthefollowingbrands
(fromthoseidentifiedbyrespondentinQuestion2)?
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8/8/2019 SEO+Ppc Webinar Nov10
15/302010Third Door Media, Inc.
PollingQuestion1
Whichofthesebrandingmetricsismost
importantto
you?
a) Brandrecall(aidedandunaided)
b) Brandfavorability
c) Likelihoodtovisitbrandssite
d) Likelihood
to
purchase
from
brande) Brandtrust
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8/8/2019 SEO+Ppc Webinar Nov10
16/302010Third Door Media, Inc.
BrandingMetricsStudied
1. Unaidedbrandrecall
2. Aidedbrand
recall
3. Brandfavorability
4. Likelihoodto
visit
brands
site
5. Likelihoodtopurchasefrombrand
6. Brandtrust
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8/8/2019 SEO+Ppc Webinar Nov10
17/302010Third Door Media, Inc.
1.UnaidedBrandRecall
Exposuretocombinationsoftwoorthreedigitalassetsismuchmore
impactfulthanexposuretothoseassetsinisolation.
Owningthesearchresultspagewithbothpaidandnaturallistings
providesthebiggestliftinunaidedbrandrecall.
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8/8/2019 SEO+Ppc Webinar Nov10
18/302010Third Door Media, Inc.
2.AidedBrandRecall
OnlyPaidSearchalonedemonstratedsignificantincreaseinaided
brandrecall.
Nothinghappensinavacuumthesewere15wellknownbrands.
Thisresultcouldsignifyevengreateropportunityforsmallerbrands
inrelationtotheothersurveyquestions.
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8/8/2019 SEO+Ppc Webinar Nov10
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3.BrandFavorability
Allthreeexposuretypesalonegeneratedliftinbrandfavorability,
withpaidsearchaloneprovidinga28%lift.
Paidsearchplus displaydrovea40%liftfurtherproofofthebenefit
ofowningthesearchresultspagewithbothpaidandnatural
listings.
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8/8/2019 SEO+Ppc Webinar Nov10
20/302010Third Door Media, Inc.
4.LikelihoodToVisitBrandsSite
WhilePaidSearchimpressionsaloneproduceda53%lift,the
combinationof
Paid
Search
+Organic
produced
a95%
lift.
Organic+Displayalsoproducedastrongliftof32%
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8/8/2019 SEO+Ppc Webinar Nov10
21/302010Third Door Media, Inc.
5.LikelihoodToPurchaseFromBrand
VerysimilartoBrandFavorabilityresults.
PaidSearch
is
the
most
impactful
of
the
individual
assets,
with
a44%
lift.
PaidSearch+Organicdrovea73%lift.
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8/8/2019 SEO+Ppc Webinar Nov10
22/302010Third Door Media, Inc.
6.BrandTrust
Onceagain
Paid
Search
is
the
strongest
individual
asset
(22%
lift)
and
PaidSearch+Organicprovidedthelargestlift(50%).
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8/8/2019 SEO+Ppc Webinar Nov10
23/302010Third Door Media, Inc.
PollingQuestion2
Whatisyourcurrentmarketingstrategy?
PrimarilyPaidSearch
PrimarilyDisplay
PrimarilySEO
(organic)
Evenmixoftwooftheseprograms
Even
mix
of
all
three
programs
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8/8/2019 SEO+Ppc Webinar Nov10
24/302010Third Door Media, Inc.
RetailVertical
Exposuretopaidsearchimpressions=54%liftin
likelihoodtopurchase(comparedto44%foraggregate).
Displayimpressionsdrive5xthelikelihoodtovisita
brandssiteand 7xthelikelihoodtopurchasethanthe
aggregate.
Norealliftsinretailbrandtrustaregeneratedbyany
digitalassettypes.
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8/8/2019 SEO+Ppc Webinar Nov10
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2010Third Door Media, Inc.
SoftwareVertical
Unaidedbrandrecallonlycomesfromacombinationof
allthreeassets(14%increase).
Organicsearch,bothaloneandincombination,provides
thebiggestlifts.
Organicresultsareoftenviewedasthemostunbiasedofthechannelsstudiedandareheavilyusedtoevaluate
productsintheBusinesstoBusinessenvironment.
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8/8/2019 SEO+Ppc Webinar Nov10
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2010Third Door Media, Inc.
Banking/FinancialServicesVertical
Displayad
impressions
are
the
only
asset
that
increased
unaidedbrandrecall,buttheyincreaseitby100%
OrganicSearch+Displayproducetheonlyliftinlikelihood
tovisitthebrandssite,brandtrust,andlikelihoodto
purchase. Incombinationtheyprovide4xtheaggregate
liftinlikelihoodtopurchase(64%).
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8/8/2019 SEO+Ppc Webinar Nov10
27/30
2010Third Door Media, Inc.
Hotel/TravelVertical
Organicsearchplusanycombinationofotherassets
providefargreaterunaidedbrandawarenessthanthe
aggregateresults.
Organic+Displayprovides9xthelikelihoodtopurchase
thanthe
aggregate
results.
Hotelssawmoreofabrandliftacrossallsingleassetsand
combinations
of
assets
than
any
other
vertical.
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8/8/2019 SEO+Ppc Webinar Nov10
28/30
2010Third Door Media, Inc.
InsuranceVertical
Organicsearchproducesa150%liftinlikelihoodto
purchase,a62%liftinbrandtrust,anda171%increasein
likelihoodto
visit
the
brands
websiteall
higher
than
the
aggregateresults.
Organic+Displayprovidesa129%liftinlikelihoodtovisit
thebrands
website,
a46%
lift
in
unaided
brand
recall,
and50%increaseinbrandtrustallhigherthanthe
aggregateresults.
Paidsearchprovidedlessliftforinsurancethananyother
vertical.
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8/8/2019 SEO+Ppc Webinar Nov10
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2010Third Door Media, Inc.
Summary
Digitalmedia
assets
have
the
power
to
affect
brand
equity
whetherusersclickonthemornot.
Paid
search
impressions
have
the
greatest
impact
on
brand
lift,
bothinisolationandincombinationwithotherdigitalassets.
Thecombinationofpaid+organicsearchimpressionsproduce
thestrongest
brand
lift
across
most
of
the
brand
metrics
measured.
Onlinedisplay
advertising
is
also
effective
at
producing
brand
lift,
butmakesitsstrongestcontributionwhenusedincombination
withsearchengineresults.
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8/8/2019 SEO+Ppc Webinar Nov10
30/30
Questions?
http://www.iprospect.com/
UpcomingSMNwebcast:Tuesday,November9,2010 1PMEST
MeasuringtheValueofYourSocialMediaMarketing
http://searchmarketingnow.comwebcasts@searchmarketingnow.com
http://twitter.com/SMNWebcasts
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