SESSION 4: Search Marketing18th June 2009 10.00am

Presented By: Cristina Sagarduy

1. Phones: Please ‘MUTE’ all phones

2. Mobiles: Please turn-off or move these

AWAY from your desk phones

3. Questions: Please write down any

questions and email sasha.duffitt@omd.com

Before we start…

Today’s agenda

• What is Search?• Defining Search Engine

Optimisation (SEO)• Defining Paid Search Engine

Marketing (PPC)• Defining & delivering Search

excellence• OMG Search product• How to sell search

4

What Is Search?

Search: Seeking – and finding – relevant and useful information.

Google’s Mission: Organize the world's information and make it universally accessible and useful.

5

Search: One of the most popular online activities

74.2 billionInternet searches conducted worldwide in June 08; that’s

11.1 searches for every person on Earth, in one month.

If every search were a mile, we’d go to the sun and back nearly 5 times every year.

Sources: comScore qsearch, June 2008, (divided over 30 days for per day value); world population as of July 2008, distance to the sun, Wikipedia.org.

$38,549 $42,525

$43,688$52,326

$21,106$23,797

$8,798$10,374

$7,325$8,484

$11,060 $19,384

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2007 2010

EMEA Ad Spend

Internet

Radio

Outdoor

Magazines

TV

Newspapers

6

Search will be 7% of EMEA media market by 2010

EMEA Total Media Market

$130bn $156bn

Sources: PriceWaterhouseCoopers Global Media and Entertainment Forecast 2007-2011

14% internet8%

Search represents nearly half all online ad spend in EMEA

CAGR 4.8%

2007 2010

$5,284$8,873

$4,186$6,307

$2,665$3,101

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2007 2010

EMEA Online Spend

OtherDisplaySearch

EMEA Internet Ad Spend

$11bn $19bn

CAGR 21%

2007 2010

49% search43%

What drives consumers to Search?

37%

30%

39%

20%

40%

67% of online search users are driven to search

for information about a particular company,

product, service or slogan by an offline channel

63% of searchusers who research

online, purchase offline

Source: iProspect, “Offline Channel Influence on Online Search Behavior,” 2007. (Q. Within the last six months, which of the following prompted you to go to a search engine to look for information on a particular company, product, service, or slogan? Select all that apply.)/ RAB Word of Mouse Study 2007.

Search engines: who are the players?

Search engines – the leader is only one

BG google.com 95%

CZ seznam.cz 59%

EE google.com 58%

HR google.com 98%

HU google.com 93%

LT google.com 97%

LV google.com 97%

PL google.com 92%

RO google.com 93%

RU yandex.ru 56%

SI google.com 79%

SK google.com 93%

UA google.com 61%

Google leads in 11 of 13 analyzed markets

In 8 countries reaches over 90% share (Croatia 98%, Lithuania and Lativa 97%!)

In majority of the markets where Google is the leader, second player do not reaches higher share than 4% (3 exceptions: Estonia, neti.ee – 37%, Slowenia, najdi.si 20%, Ukraine - Yandex 20%)

Czech Republic – seznam.cz – 59% (Google 34%)

Russia – yandex.com – 56% (Google 24%)

Source of data: gemius/Traffic [09.09.2008 – 06-10.2008]NOTE: The search engine ranking is calculated using the percentage of visits generated by search engines to sites using gemiusTraffic. Then an average from the percentage of visits is calculated for every search engine.

Search engines

2007 2008change (p.p.)

Latvia 90% 97% 7%Poland 84% 92% 8%Slovakia 88% 93% 5%Slovenia 67% 79% 12%Ukraine 54% 61% 7%Google is not only the leader in most of the CEE countries, but also strengthens it's position.

Neti.ee vs. Google in Estonia Google in selected countries

0%

10%

20%

30%

40%

50%

60%

70%

neti.ee google.com 26.12.2006-06.10.2008, weekly data.

Source of data: gemius/TrafficNOTE: The search engine ranking is calculated using the percentage of visits generated by search engines to sites using gemiusTraffic.Then an average from the percentage of visits is calculated for every search engine.

April 2008

Google is the market leader in search

Hungary95%

Poland92%

Ukraine64%

Croatia72%

Czech R.31%

Romania73%

Slovakia52%

Bulgaria56%

Lithuania

97%

Latvia97%

Estonia63%

Sources: Gemius CEE, Ipsos Mori surveys

Turkey90%

Search Marketing: What is it?

Pay Per Click Search Engine Optimisation

What is Search Engine Optimisation (SEO)?

• Forget the hype, SEO is about the process of making great web sites that earn traffic and convert visitors into customers

• Increasing visibility in the Search engines natural listings

Organic Search Results

In a Nutshell

Content

QualityRanking

Relevancy

Is to achieve a high, stable and long term presence at the top of the engines for phrases which have both high volume and which convert well

ADVANTAGES & DISADVANTAGES

Traffic – page ownershipBrand visibility

Lack of Control

Investment neededlong term

Difficult to get listed inthe top results for

competitive phrases

Difficult to estimate thereturn on investment

Paid Search

PaidSearch

Paid Search is Consumer Initiated Advertising – Advertising that is consumed proactively and

triggered by a search query

Paid Search : Google AdWordsTop sponsored ads: Up to 3 listings

Side sponsored ads: Up to 8 listings

Sponsored “Paid” AdvertisingAdvertisers can bid on these positions

How Paid Search Works?

1

Auction

Advertisers bid on different combinations of search queries in, what is

effectively, an auction

2

Positioning

Their position in the listings depends upon many factors including relevancy and bid price

3

Click

The advertisers pays each time their ad (link)

is clicked on

How the auction works: Google Quality Score

Contributing factors:CTR of accountCTR of keywordsAd text relevancyRelevancy of landing page to the keyword and Ad Copy Historical keyword performanceOther relevancy factors

Max CPC bid x Quality Score = rank/positionHigh Quality Score = Lower min. Cost per Click (CPC)

What/Who Can You Target?

Day of WeekChoose which days

you want your ads to run

GeographyCountries, cities,

areas and language

Time of Day

• 3 AM – 7 AM• 7 AM – 11 AM• 11 AM – 2 PM• 2 PM – 6 PM • 6 PM – 11 PM• 11 PM – 3 AM

Gender (content only)

Age Group (content only)

• 18 – 25• 25 – 35• 35 – 50• 50 – 65• 65+

The Power of Paid Search: Precision

Proactive Consumption: consumers seek out and indicate an active interest in specific content, products and/or services

Mass Customization: marketers can display a different listing to each consumer based on the perceived intent of his/her query

Instant Point-of-Need Direction: marketers can instantly direct interested consumers to a specific destination based on the query where they can engage with the brand

Dynamic, Performance-Based Pricing: marketers name their price in real-time and pay only for actual traffic delivered to their website.

Paid Search: Contextual targeting

Example Contextual Ad

24

Article about how the way you hold your glass reveals your personality:

Google Content Network ads below the article at bottom of the page:

Search versus Contextual targeting

Search Network Content Network

Use of search engine – demand driven No search engine but contextual or placement targeting

Keyword selection for desired visibility on search queries Keywords to define a theme

Generally high CTR in comparison with for example display Generally low CTR In comparison with Search

Match types No match types

QS at keyword level QS at campaign level

Include misspellings No misspellings

Better conversion rates due to improved targeting Generally lower conversion rates

Running a Paid Search Campaign

How Do You Run a Paid Search Campaign?

| Proprietary & Confidential27

Think of your objective (DR vs. Branding)

Select relevant Keywords

Write relevant Ad-Copy

Choose the most appropriate Landing Page

Set bid price according to priorities (it’s an auction)

Track overall performance and at a keyword level

Evaluate & Optimise continually

Small Car Generics

Nissan - Small CarsSimplify the city by driving a Nissan Small Car! Order a brochure today!www.nissan.co.uk

Brands

Nissan – Official SiteCheck out the Nissan range.Great value, affordable priceswww.nissan.co.uk

Search using the keyword nissan,

sometimes containing other

generic keywords but does not reference the name of a car

model

nissan, nissan car, new nissan

car

Keywords contain no reference to

nissan or a nissan car model but

relates to some kind of small car

small car, compact car, city

car

KEYWORD A singular word or phrase that is triggered based on what users type into a search engine – “search query”. This query reveals the users intention. Linking the right keyword, ad text and landing page to the query is the key to a successful paid search campaign.

Max Bid

Basic Elements of Search

keywords

copy

landing page

definition

Management, Tracking & Evaluation

Paid Search Technology– Measure your results real time– Tracking across media

– Time of the day– Day of the week

– Automate Bid Strategies – Understand path to conversion – Schedule and rotate Ad Copy – Testing; landing page, ad copy, keywords – Dynamically insert price points – Forecasting – Brand monitoring

Key players

OMG Search Product

The OMG Search Product

Fully Integrated– Across media channels

– TV and Radio

Strength & Depth of Resources– Experienced teams– Broad & consistent network– Significant supplier leverage

Maximum Agility– Strong budget management across media– Immediately focus on high performing elements– Exploit & manage demand & product changes

Technology– Full path to conversion tracking – Integrated with display and other digital activities– Optimise ROI to set KPIs – Maximise quality score

Transparency – Weekly report & Search Dashboard– 24/7 reporting access to account

Awareness

ResearchConsiderationConsumer

behaviourinforms media

strategy

Holistic optimisation

process

Systematic, holistic approach drives engagement & leverages all channels

USP Integrated: We extract maximum value from every single query

Sales

Selling Search

Who can benefit from search

Search Marketing

E-commerce

Drive customers to

the site to convert into actions (i.e.

Sales, Registrations

, etc)

Branding

Create direct brand

awareness or against

competitors

Testing

Testing platform (i.e. Messaging, )

Inform / Educate

To inform and / or educate

customers addressing

them to specific

content on / parts of the

site

Different KPIs for different clients

Goal

1. Sales

2. ROI

3. Leads

4. Sign Ups

5. Branding

User Action

High Purchase Volume

Sales with high profit margin

Enquiries / phone calls

Email address / form submission

Increased searches / impressions /

unique visitors

Direct response

Different actions for different goals

Gain clicks where the user will buy!

Direct response (ROI) BrandingFocus on visibility and messaging not immediate sales

How?

Focus on ‘purchase’ stage of buying

cycle

Use unambiguous keywords

Action driven ad text

Deep link to specific landing page

Base bidding on margins

How?

Focus on ‘awareness’ stage of buying

cycle

Use general industry keywords

Brand driven ad text

Base bidding on position and relevancy

Things to know before selling search

• Finance, E-commerce & Travel clients are key sectors for search

• Search is labour intensive, needs constant optimisation

• Results are not guaranteed (specially SEO); positions, CPCs, CPAs

• Consumers are prompted to search by external factors integration is a key selling

point

• Technology adds additional cost and additional labour

• Customer from travel and e-commerce are more advanced and can be demanding

• Transparency is key in search and can become a great selling point in CEE

How to sell search

• Understand your client use of search (and your client)

• Highlight Search Unique Selling Points– Proactively consume – Immediate; instant results – Flexible – Customisable– Measurable; It can work to a set target

• Show – examples of campaigns, copy and keywords with your client website and copy – how other people is using search– success metrics and how they will be optimise– Reporting – Scale of search regionally/globally

Typical Search Remuneration Models

Percentage Spend– Clients new to search and with good growth potential– Working with open budgets– Clear objectives– Tier structure– Clear Service Level Agreement

Retainer– Branding clients– Clients with Fixed budgets– Clear Service Level Agreement

Retainer + performance– CPA driven customers– Open budgets – Proven search results– Clear Service Level Agreement

Other chargeable fees – Set up fee– Technology cost

• Approximately 80 billion Internet searches are performed worldwide each month

• Search in EMEA is a $9 billion industry making it a vital part of the media mix

• Search is close to 50% of the overall online ad spend in EMEA

• Search is consumer initiated (demand driven)

• Google is the clear market leader and is continuing to grow

• Offline media should be planned and integrated with Search given its enormous impact

• Search serves most purposes: creating awareness, lead generation and / or customer

acquisition. Setting the right KPIs is essential for measurement and ensuring continued success

In summary

Search is highly measurable, targeted, customisable and it delivers fantastic results!

SESSION 6:Social & Viral Media22nd June 2009 10.00am

Presented By: Duncan Pointer & Remi Adjani