search marketing opportunities in 2011

© 2011 Net Media Planet

Search Marketing Opportunities in 2011Sri Sharma, Managing Director26th January 2011

© 2011 Net Media Planet

Introducing Net Media Planet

6 years experience as a leading Paid Search Marketing specialist agencyServices across paid search, display, social media advertising and multi-channel attributionExpertise in managing large complex accountsProvider of global paid search marketing services to leading brands across retail, finance and travel sectors

We are a dedicated Paid Search Marketing agency

© 2011 Net Media Planet

Where search is todayConsumers have more ways to search

A better user experience of search

Social and search are getting closer

Search is better integrated with other channels

ROI remains No. 1 focus

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© 2011 Net Media Planet

5 ways to unlock opportunities for Search Marketing in 2011

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Maximise your reach

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Google concernsLoss of search revenue to FacebookLoss of search revenue to Bing!/Yahoo

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© 2011 Net Media Planet

© 2011 Net Media Planet

Maximise full search engines coverageTrial social advertising for engagement or direct responseExtend targeted display network coverage

Consider ...

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Improve your multi-channel optimisation

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The User Journey in Travel

Consumer sees a TV advert for an airline sale offer

Reminded through a display advert on Facebook. Click s advert to visit website

Researches competitor airline offers

Uses search engine, visits original website through PPC. Researches travel dates

Reminded of sale ending by viewing an advert in Print

Uses a search engine to visit original website through SEO. Buys his airline ticket

© 2011 Net Media Planet

Facebook Advertising Natural Search PPC0%

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63%

Initiator Contributor Converter

How different marketing channels contribute to sale as initiator, contributor

and last converting click

Source: Net Media Planet (Travel)

© 2011 Net Media Planet

Create a multi channel view of your overall marketingScenario plan alternative attribution models beyond last clickGenerate insights that lead to more profitable strategies

Consider ...

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Increase use of Paid Search Marketing on YouTube and prepare for Google TV

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© 2011 Net Media Planet

ObjectiveExplore a new channel for reaching customersRaise the profile of The Perfume ShopDrive a positive ROI

ApproachTarget The Perfume Shop audience - celebrity fans, 16-36, femalesTarget key celebrity video content with specific celebrity branded perfume advertsExecute on scale using methodology/technology

© 2011 Net Media Planet

© 2011 Net Media Planet

9 million views of The Perfume Shop video advertising, comparable to TV reach+236% ROI on a view through basisHigher Revenue than from PPC on search engines

Results

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An increase in response and saliency

Search Network clicks & impressions

You Tube clicks & impressions

© 2011 Net Media Planet

Trial YouTube Google display advertisingTarget your customer audience - be ultra relevantTake advantage of social media buzzYouTube as a testing ground for Google TV (YouTube.com/leanback)

Consider ...

© 2011 Net Media Planet

© 2011 Net Media Planet

Maximise the value of your Paid Search Marketing

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Brand’s PPC

Competitor PPC

Brand’s SEO

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To identify the incremental value that PPC brings to SEO across keyword categories and time

Measure PPC+SEO channels versus SEO only channel across keyword categories Measure across time incrementsNormalize seasonality

Objective

Approach

© 2011 Net Media Planet

Incrementality testing shows value of PPC compared to SEO

Source: Net Media Planet (Retail Vertical)

© 2011 Net Media Planet

PPC incremental profit over 24hours

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Incremental Profit

Source: Net Media Planet (Retail)

© 2011 Net Media Planet

Run incrementality tests to optimise ROI across channels

Trial positional change tests

Consider ...

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Drive Revenue from mobile

© 2010 Net Media Planet

“Mobile search advertising spend will rise from £10M in 2010 to £500M by 2015.”

Source: Mobilesquared

© 2011 Net Media Planet

170% growth in revenue from mobile paid search marketing

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Conversions Exponential (Conversions)

Source: Net Media Planet (Retail)

Trend Line

Indexed 100%

© 2011 Net Media Planet

Simplicity of mobile commerce

© 2011 Net Media Planet

Review your mobile approach - traffic/sales by channelsCreate the right mobile commerce infrastructureTrial click to call technologyExpand into mobile paid search

Consider ...

© 2011 Net Media Planet

Top 3 Takeaways . . .

Expand highly targeted activity across Facebook and YouTubeOptimise beyond last clickBecome mobile ready

© 2011 Net Media Planet

Thank youDo you have any questions?Sri SharmaManaging DirectorE. sri@netmediaplanet.comT. +44 (0) 203 008 8321@netmediaplanet @srisharmawww.netmediaplanet.com