media guardian – ‘search finding the right mix’ lyndsay menzies – md bigmouthmedia uk 4...
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Media Guardian – ‘Search finding the right mix’
Lyndsay Menzies – MD bigmouthmedia UK
4 October 2007
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The Search Landscape
• Increasingly competitive– UK search market will grow by 58% during the year, up from £1.41billion in
2006– The UK is expected to account for over 50% of all online ad spend in
Western Europe in 2007 (eMarketer, July 07) • Expensive to get wrong• Increased investment required – difficult to rely on one channel
now• Increase opportunities make good decisions more critical –
PPC, SEO, Video, mobile, ad serving where should you be ?!• Huge gains from striking the balance
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Where we are today – SEO
• Good content is crucial – for your users, to encourage linking
• Quality / ‘influence’ is key – be an authority • Buzz is big ! • Give brand a voice – online PR • Search engines move the goal posts but the same broad
rules apply• Formats changing – ‘one box’, hybrid results • Personalised search • Local search
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Where we are today- PPC
• Quality score • Content network is a viable option once again • Demographic targeting improvements • Paid Search expanding in scope
• Tools for multi-national or agency accounts; MCC and Google Uploader
• Increasing transparency• View only access to accounts• Content Network reports
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How are users changing ?
• Users are becoming more sophisticated • User ‘need’ is increasing – more interaction with a
brand on a higher level • Impatience is increasing • Opinion is ‘king’ • The web is (more) experience lead – can your brand
exploit this ?• Expectation of personalised results • Trust is important
– 40% of searches end in no result – 50% of searches are refined
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What do you want to achieve ?
• Conversion– Sale, registration
• Brand exposure – Profile, ‘buzz’, interaction
• BOTH ?!
• How can you use search to achieve it ? …
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Key Considerations
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Coding Team
Press / Media Teams
Legal !
Content Team
Suppliers (Links)
CopywritingDesigners
Championing SearchInvolve all stakeholders
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In-house Pitfalls to be aware of …
• NO specific objectives set• Lack of budget• Budget wasted through lack of economies of scale • Online opportunities are missed – by viewing OM as
one channel not many• Lack of measurement or review• Lack of integration between PPC/ SEO and other types
of OM
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Considerations –‘traditional’ channels
Know the limitations of your channels ..SEO
– You need to invest in your site – ongoing !
– Content is crucial
– You have less control over messaging
PPC
– You need to invest in your pages
– You need to track
– Brand vs generic debate
Affiliates
–You may end up paying for non converted sales
–You need to police your affiliates
–If you have a direct competitor who has bigger purse strings
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Identifying your users
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What kind of behaviour is your target audience displaying ?
– Research vs buy ?– Generic vs ‘tail search’– Where do brand searches come ?
• Existing users – navigational searches • Post research – ‘last click’ • Impulse clicks – after seeing brand related advertising – on or
offline
.
0% 25% 50% 75% 100%
2005
2006
2007
Navigational Non-Navigational
20% increase in navigational
searches in past two years
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Interacting with your users
– Know your customer segmentation – Where are they likely to be ?
• Google, Yahoo! – mainstream search • Social media portals • Directory based searching
– What makes your users tick ?– Gather data & apply (with caution !)
• Virgin Wines
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Searcher Profiles
Intention Media• When the “user” already has an “intent”.
• The user intents to research or purchase something specific
• For example,
– Paid search– Organic search– Affiliate
• (could also be Attention Media)
Attention Media• When the users
attention needs to be won
• For example,
– TV– Banner
advertising– Posters
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Searcher Profiles
Social Media• When the user has some form of relationship with and can interact
with the medium • For example,
– Forums– Blogs– Social Networks
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Define your audience
• Searcher profiling – take the time to define ! • Assign attributes to the profile
– What is their value to the site ?– What is their propensity to defer ? (deference cycle)– What is their propensity to search by proxy ? (very low to very high)
‘Business traveller’
•high value,
•low deference, •medium search by proxy
‘Silver surfer’ •Mid/ high value,
•High deference,
•low search by proxy
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What role does search play ? Example – working parent browsing
• 9.30pm Monday – search for ‘ flights to Florida’ click on organic adverts as part of research
• 10pm Wednesday – check email receive an email link from friend to Handbag.com sees upgrade advert (OMP) for BA.com on home page
• Saturday 4pm – search for ‘direct flights to Florida from Manchester’ click on affiliate PPC ad
• Saturday 4.45pm – brand search on BA.com click on Paid search (high instance of last click bookings)
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• Click Path Analysis – becoming increasingly important
• Helps to determine the true value of keywords that involved in the buying path.
• Shows that searches often start with generic terms, include tail terms and end in brand terms
•Find the ‘TRUE ROI’
Click One“short break ”
Click Two“activity break UK”
Click Three“brand”
SALE
Tracking the click path
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Standing out from the crowd - being an early adopter
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Social Search
• Social Media Optimisation increasingly popular. Marketers experimenting with brand campaigns with poor ROI tracking.
• Future: Growing importance of social and trust networks. Social will become one of digital’s best “attention media” marketing.
• Future: Better ROI tracking.• Future: Growing challenge of bloggers and forums
resenting unethical and aggressive social marketers.
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Search InnovationsAtomisation
• Your online advertising• Press release distribution sites• ‘Media’ sites – ‘official’ coverage of you• Affiliates (not always in your knowledge)• Search Engines (whether they click or not)• In E-mails• Partner sites (trade affiliations, government sites.)• Directories• Blogs/Communities – people talking about you• Virtual Worlds – e.g. Second Life• The desktop
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Yahoo! Answers http://uk.answers.yahoo.com
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Search InnovationsGadgets / Widgets
Southwest Airlines - Ding!
• Desktop Application• Launched Feb 2005• 2 million subscribers• $130m in revenues
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Search InnovationsGadgets / Widgets
Ryanair - Bing!
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iGoogle / Google Gadgets
• Use specific RSS feeds which are updated daily
• Think about your customer segment !
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Become an authority
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Integrating Search‘Catch Phrases’
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Search interfaces are changing…
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Future Proofing the Site Local Business Ads
Google Mapsnow availableon mobilephones
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Future Proofing the Site Social Buttons
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Key Influence ForumsWhere savvy shoppers go first
• Significant influence gained from loyal communities• They have gained trust due to their impartial status• Users are extremely savvy • Useful to detect how good your offer is / what your users think• Can send traffic spikes to your website
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Key Influence ForumsTraffic Spikes
• Look at traffic, conversions and user comments
• Monitor in-store performance
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Early adoption benefitsSecond Life - Aloft Hotel
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What should you take from this ?
• Opportunities are increasing
• You will get the hard sell
• Do your homework ! (or get your team to!)
• Not everything works – ask for hard facts / case studies unless its in your innovations budget
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How do you get the mix right ?
•Test carefully – if you can track
•Track – make sure you use this data wisely. Define the data that is useful and use wisely.
•Only be seduced by hard facts (unless it falls into your innovations budget!)
• ‘Fail fast rule’ –
… be prepared to try and fail,
…but when you fail …fail fast !
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How do you balance your efforts & budget ?
• What's important to you ?
• When can you not afford to fail ? (Retailer at Xmas, Airline in January )
• Employ a budget approach that reflect this (no static month on month budgets !)
• 80:20 rule
• Hold your team / agency accountable – where they can be
• ‘Bread and butter’ vs innovation – set aside innovation budget. Get buy in !
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bigmouthmedia.com
Questions …
Thank You!