ppc_engine_vendor_panel-frederick_vallaeys.ppt
TRANSCRIPT
How to respond to a down economy
“When times are tough, it is time to invest, not cut. This comes from years of research dating back to Ogilvy’s Alex Biel and Millward Brown interaction surveys. All show that if we cut marketing during such times, the impact is damaging and it can take you longer to get back to where you were.”
—Sir Martin Sorrell, chief executive,WPP Group, as quoted in MediaWeek, October 7, 2008
Online Marketing Benefits:
• Measurability
• Granular targeting
• Interactivity and engagement
“We see more people turning to online because it’s much more efficient in terms of time and money.”
Michael Boylson, CMO, J.C. Penney
Consumers Go Online in Tight Times
-11% same-store sales
+21% online sales
-7.4% same-store sales
+8.7% online sales
Source: The New York Times, “To Save Gas, Shoppers Stay Home and Click,” July 2008.
Consumer behavior reflects economic trends
U.S. searches for “safe investments” on Google.com
U.S. searches for “fuel efficient cars” on Google.com
Source: Google Insights for Search. Query numbers are normalized and presented on a scale of 0-100 relative to Google queries over time.
Sep 2008
Mar 2008
Track Trends With Google Insights for Search
www.google.com/insights/search
• Narrow data to specific categories, like finance, health, and sports.
• Anticipate demand for your business so you can budget and plan accordingly.
• Know where to find your customers. See how search volume is distributed across regions and cities.
Strategies
Ads
• Focus on your value proposition
Keywords
• Your keywords should reflect consumer trends
Website
• Build trust
• Offer something for the bargain hunter
• If not now, maybe later
Measure
Optimize
Decisionand
Purchase Cycle
Holiday Trends for 2008
Both research and shopping will start early this year
• 31% of consumers plan to start holiday shopping and research before Halloween.
• 57% will start before Thanksgiving.
Consumers will spend more time looking for deals
• 43% of consumers plan to do more comparison shopping.
There are 5 fewer shopping days between Thanksgiving and Christmas than last year
Source: OTX/ Google 2008 Holiday Shopping Intentions Survey, 9/16-9/24 2008, n=10,039
Product Update
Some changes since last year…
• First Page Bids
• Conversion Optimizer
• More detailed metrics
Product Update
Some changes since last year…
• First Page Bids
• Conversion Optimizer
• More detailed metrics
• Display ad builder
Product Update
Some changes since last year…
• First Page Bids
• Conversion Optimizer
• More detailed metrics
• Display ad builder
• Analytics enhancements
Analytics
Custom Reports
Advanced Segments
Learn more Wednesday at 10:15am: Analytics Vendors and Package Implementation
Product Update
Some changes since last year…
• First Page Bids
• Conversion Optimizer
• More detailed metrics
• Display ad builder
• Analytics enhancements
• Website Optimizer