beyond search engines: the brave new world of retargeting data
DESCRIPTION
In a recent webinar, Magnetic and comScore presented new data on search activity to provide marketers with a better understanding of search data and the true power of intent. View the full presentation to learn how search data from beyond the search engine is becoming a valuable asset for search and display campaigns.TRANSCRIPT
Beyond Search Engines: The Brave New World of Retargeting Data
Eli Goodman, Media Evangelist, comScore, Inc. @LosBuenosJames Green, CEO, Magnetic @jamesANGreen
*A copy of today’s presentation will be sent to all attendees within 48 hours
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Our Presenters
Eli Goodman
Media EvangelistcomScore, Inc.
James GreenCEOMagnetic
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comScore Customer Knowledge Platform: A granular 360° view of the multitude of online activities for 2 million global users
Designed to be representative of the total online population.TRUSTe certified for information privacy & security.
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Magnetic Combines the Intent of Search with Scale from Display
USER SEARCHESFor “iPhone” or
“phone”
USER CONSIDERS OPTIONSiPhone, Droid, BlackBerry,
Palm Pre
USER SEES TARGETED AD for iPhone when in consideration mode
USER CONVERTSVisits Apple.com,
checks out products, purchases iPhone
Search retargeting focuses on targeting customers with display advertising based on user search history
1 3 42
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Agenda
• State of Search
• Searcher Intent
• Search Engines vs. Non Search Engines
• Understanding the Search Experience
• Reaching Consumers with Marketing Messages
• Beyond Google & Search Engines
• New Data Insights for Retargeting
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qSearch 2.0: Trends in the Search Market: Total Searches This Year
28.5 billion searches: 7% year-over-year growth
Jan-11 Apr-11 Jul-11 Oct-11 Jan-12
26.724.3
26.7 25.6 27.2 26.6 27.4 27.3 27.1 28.3 28.3 29.5 28.5 +7%
Change vs. January-11
Source: comScore qSearch 2.0
Total U.S. Searches for all qSearch properties (Billions)
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Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 -
50.0
100.0
150.0
200.0
250.0
300.0
350.0
400.0
-
20.0
40.0
60.0
80.0
100.0
120.0
221.7 216.1 217.7 217.0 218.5 219.1 220.9 221.7 224.7 227.5 226.7 226.4 226.7
120.5 112.7
122.5 118.0
124.3 121.2 124.1 123.2 120.4 124.5 124.8 130.5
125.7
qSearch 2.0: Trends in the Search Market: Total Unique Searchers & Search Intensity
Search growth is driven by both increased intensity and searchers
Unique Searchers (MM) vs. Search Intensity
+4%
Change vs. January-11
+2%
Source: comScore qSearch 2.0
Unique Searchers
Searches Per Searcher
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“Search Engines” defined as properties falling under the Search/Navigation category in qSearch
+9%
+3%
+7%
Change vs. January-11
Total U.S. Searches (Billions)
qSearch 2.0: Trends in the Search Market: Search Engines vs. Non-Search Engines
Alternative search properties maintain strong growth: this includes search at portals, directories, resources, multimedia, and social networking sites.
Source: comScore qSearch 2.0
Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12
17.215.7 17.3 16.7 17.6 17.3 17.8 17.9 18.1 19.2 18.7 19.1 18.7
9.58.6
9.4 8.99.6 9.3 9.6 9.4 8.9
9.2 9.6 10.4 9.9
26.724.3
26.725.6
27.2 26.6 27.4 27.3 27.128.3 28.3
29.528.5
Search Engines
Non-Search Engines
Total Searches
Search engines account for the majority of searches at 18.7 billion searches in January 2012
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Jan-11 Apr-11 Jul-11 Oct-11 Jan-120
100
200
300
400
500
600
700
800
900
159.6
800.8
365.6350.4
705.0
Source: comScore qSearch 2.0
Alternative Search Properties: Searches (MM)
Change vs. January-11
Apple Inc.-10%
eBay-6%
craigslist, inc.+8%
qSearch 2.0: Alternative Search Properties: Searches
Among the top alternative search properties, eBay leads the pack with 801MM searches
Amazon Sites+42%
Facebook.com-43%
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Jan-11 Apr-11 Jul-11 Oct-11 Jan-120
10
20
30
40
50
60
70
80
16.3
50.1 49.3
50.9
38.2
Source: comScore qSearch 2.0
Alternative Search Properties: Unique Searchers (MM)
Apple Inc.+5%
eBay+11%
craigslist, inc.+4%
Amazon Sites+28%
Facebook.com-21%
qSearch 2.0: Alternative Search Properties: Unique Searchers
Change vs. January-11
Amazon, eBay, Apple, and Craigslist show increases in searcher base from a year ago
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Interpreting IntentWhy it’s difficult but important.
Why it’s difficult
– Imagine a stranger walks up to you and utters two words completely out of context, then stares and waits for a response.
Why it’s important
– Obvious: Present results that are relevant to what the user is trying to accomplish“iPod” vs. “iPod support”
“Chicago” the city vs. “Chicago” the musical
– Increasingly Important: Vertically specialized presentations
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Search engines are constantly looking for ways to interpret and respond to intent
How it’s done by the engines
– Algorithmically Historical query and click logs
User-level data
Keyword analysis
– ConversationallySearch suggestions
Query refinement
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All the major web search engines have developed technologies to better elicit intent from users
Fairly ambiguous query. Product research? Price? Location? Support?
Category level refinements
Query logs
Search history
These are all attempts by the engine to
“converse” with the user to better
understand intent
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If engines are confident they understand intent, they can present specialized results
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A true analysis of search intent should include ALL search activity on the web
Web search – Still (and probably always) the 800 pound gorilla
Search channels
Site/specialized search
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Searches on Non-Search Engines are up to 14% longer than those on Search Engines
Source: comScore qSearch June 2010
Jan-11 Feb-11 Mar-11 Apr-11 May-11
Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-122.9
3
3.1
3.2
3.3
3.4
3.5
3.6
3.7
Non Search Engine
Search Engines
14% Difference
Greater specificity while searching equates to deeper funnel stages
Intent becomes easier to determine the more specific you are with your search
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All Searches Shopping Searches
Non-Search EnginesSearch Engines
Shopping Search over-indexes heavily on Non-Search Engines
35%
65%
46%
54%
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Travel search also gathers more than its fair share
All Searches Travel Searches
Non-Search EnginesSearch Engines
35%
65%
40%
60%
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New Searching on Search Engines Dominated by Brands
Non-Search Engine news searching is solely story related
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• State of Search
• Searcher Intent
• Search Engines vs. Non Search Engines
• Understanding the Search Experience
• Reaching Consumers with Marketing Messages
• Beyond Google & Search Engines
• New Data Insights for Retargeting
Agenda
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The Age of Data-Driven Advertising
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Samsung PN43E450
Understand Your Search Experience
1 What was your last search?
2 Where did you initiate the search?
3 What site did your search lead you to?
4 Did you search again?
Flat Screen TV
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When Can Marketers Reach Their Audience?
Initial search Consideration Phase Revised Search
Product research, reviews, prices
Brand research, product information
New flat screen tv
Retargeting Opportunity
Samsung PN43E450
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Looking Beyond Google
Search Data
Shopping Comparison E-Commerce
Vertical SitesSearch Engines*
* Top five search engine entities, comScore 2012
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Search Data
Search Environments
Higher Intent
* Top five search engine entities, comScore 2012
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Search Data for Retargeting
13 BillionSearches
Automotive81MM
searches
Business/Finance196MM
searches
Shopping1.9B
searches
Travel206MM
searches
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Key Takeaways
• Search continues to grow as it becomes more and more ingrained in our daily lives
• Understanding search intent is critical to your marketing efforts
• While there are a variety of ways to determine intent, non-search engine searching offers strong indicators
• The most optimal time to reach customers is AFTER they’ve searched or signaled intent
• Billions of searches occur beyond the search engine
• Develop a retargeting strategy for non-search engine data
• Understand sources of data and where true intent is found
• Key verticals for search retargeting include: Finance, Travel, Retail, Auto
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Thank you!
Eli [email protected]@LosBuenos
James [email protected] @jamesANGreen