search marketing opportunities in 2011

© 2011 Net Media Planet

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


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


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

1.2.

3.

4.

5.


5 ways to unlock opportunities for Search Marketing in 2011


Maximise your reach


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


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

Consider ...


Improve your multi-channel optimisation


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


Facebook Advertising Natural Search PPC0%

10%

20%

30%

40%

50%

60%

70%

31% 30%

18%

54%

33%

19%15%

37%

63%

Initiator Contributor Converter

How different marketing channels contribute to sale as initiator, contributor

and last converting click

Source: Net Media Planet (Travel)


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

Consider ...


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


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


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


An increase in response and saliency

Search Network clicks & impressions

You Tube clicks & impressions


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 ...


Maximise the value of your Paid Search Marketing


Brand’s PPC

Competitor PPC

Brand’s SEO


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


Incrementality testing shows value of PPC compared to SEO

Source: Net Media Planet (Retail Vertical)


PPC incremental profit over 24hours

12:0

0 AM

1:00

AM

2:00

AM

3:00

AM

4:00

AM

5:00

AM

6:00

AM

7:00

AM

8:00

AM

9:00

AM

10:0

0 AM

11:0

0 AM

12:0

0 PM

1:00

PM

2:00

PM

3:00

PM

4:00

PM

5:00

PM

6:00

PM

7:00

PM

8:00

PM

9:00

PM

10:0

0 PM

11:0

0 PM

Incremental Profit

Source: Net Media Planet (Retail)


Run incrementality tests to optimise ROI across channels

Trial positional change tests

Consider ...


Drive Revenue from mobile


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

Source: Mobilesquared


170% growth in revenue from mobile paid search marketing

Sep-

08

Oct-0

8

Nov-0

8

Dec-0

8

Jan-

09

Feb-

09

Mar-0

9

Apr-0

9

May-0

9

Jun-

09

Jul-0

9

Aug-0

9

Sep-

09

Oct-0

9

Nov-0

9

Dec-0

9

Jan-

10

Feb-

10

Mar-1

0

Apr-1

0

May-1

0

Jun-

10

Jul-1

0

Aug-1

0

Sep-

10

Oct-1

0

Nov-1

0

Conversions Exponential (Conversions)

Source: Net Media Planet (Retail)

Trend Line

Indexed 100%


Simplicity of mobile commerce


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

Consider ...


Top 3 Takeaways . . .

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


Thank youDo you have any questions?Sri SharmaManaging DirectorE. [email protected]. +44 (0) 203 008 8321@netmediaplanet @srisharmawww.netmediaplanet.com

mailto:[email protected]

http://twitter.com/Srisharma




http://www.netmediaplanet.com/

search marketing opportunities in 2011

Business