Search Advertising
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The document discusses several ways that brands can leverage search advertising to grow sales. It recommends starting with paid search campaigns due to their immediate and measurable impact. It also stresses the importance of SEO which can take longer to see results but provides lasting benefits. Additionally, it suggests using search data insights to understand customers better and inform marketing strategies. The document also notes the rising trend of mobile search and need for mobile-optimized content and campaigns. Finally, it proposes that search can help amplify other media like TV by driving related searches.
Search Advertising
- 3. 鏤 Grow sales through paid search 1. 鏤 Dont forget about SEO 2. 3. Use the insights that search can provide 4. Harness the growing trend for mobile search 5. Maximise the effectiveness of other media through search
- 4. Search plays many roles Standalone Understand Predict product the consumer intent Not just technology, it plays an integral part of the marketing and media mix
- 5. Search drives more than online
- 7. Grow sales through paid search
- 8. Start with paid search
- 9. Brands can own keyword territories & occupy prime real estate on the SERP
- 10. Why invest in paid search? IMMEDIATE FLEXIBLE MEASURABLE SUPPORTS 45% OF THE BRAND ONLINE AD TEST & DRIVES SPEND IN SALES H1 2012
- 11. SMEs succeeding with Google AdWords
- 13. Dont forget about SEO
- 14. Brands under-invest in SEO $35,000 $30,000 $25,000 $20,000 Paid search $15,000 SEO $10,000 $5,000 $0 2009 2010 2011 2012 2013 2014 Source: Forresters Search Engine Marketing Model More difficult to prove Difficult to provide any Proof of success may ROI than PPC guaranteed results take up to 6 months
- 15. Start with your site
- 16. PPC & SEO are complementary
- 18. Use the insights that search can provide
- 19. We are all searching for something 5.5 searches per day 15% YOY increase in (highest in our peer group in searches in Ireland Europe) Value of time saved by the 20% of daily searches have consumer is 10:1 ROI never been seen before (McKinsey & Company, July 2011)
- 20. Use the data generated through search
- 22. Harness the growing trend for mobile search
- 23. Mobile search is here to stay 140% increase in mobile searches over past 18 60% of months consumers search on their smartphones every day More searches on mobile than desktop (Japan) Source: Mobile Planet
- 24. You need separate mobile activity
- 26. Maximise the effectiveness of other media through search
- 27. Search is the bridge between traditional media and online
- 28. TV is a large driver of search Be Make it Be there consistent easy
- 29. 鏤 Grow sales through paid search 1. 鏤 Dont forget about SEO 2. 3. Use the insights that search can provide 4. Harness the growing trend for mobile search 5. Maximise the effectiveness of other media through search
Editor's Notes
- #12: http://www.youtube.com/watch?v=lej9L8jNb34&feature=relmfu