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%

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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