Com Score Beyond Sem Webinar Oct09

Beyond SEM: Extending the Impact of Search Data
for Strategic Business Decisions

Eli Goodman, Search Evangelist
October 22, 2009

Beyond SEM: Extending the Impact of Search Data for Strategic
Business Decisions

Product
Research &
Development

Online/Offline
Branding
Impact

SEO /Editorial
Search Search &
Research Display Synergy

Demographic &
PR & Buzz
Cognographic
Management
Analysis

© comScore, Inc. Proprietary and Confidential. 2

Agenda

SEO/Editorial Research

Product Research & Development

Search & Display Synergy

Branding with Search

 CPG Use Case

 YouTube Opportunities


SEO/Editorial
Research
SEO Research – Quantifying Themes

Top Exact Terms Driving Search Clicks
Terms Total Click Volume
WebMD 1.04 MM
Pill Identifier 574 K Drugs/Brands &
Swine Flu Symptoms 471 K Disease/Condition names
dominate top Health Industry
Weight Watchers 369 K Search Traffic
Ovulation Calculator 307 K
24 Hour Fitness 246 K
Kaiser Permanente 205 K
Calorie Counter 184 K
Amoxicillin 164 K
Planned Parenthood 123 K
© comScore, Inc. Proprietary and Confidential. 4 Source: comScore Marketer

SEO/Editorial
Research
SEO Research – Quantifying Themes

Top Themes Driving Search Clicks
Terms Total Click Volume
Symptoms 6.3 MM “Symptoms” is far and away
Flu 3.9 MM the most prevalent theme
How 2.0 MM
Quantify your SEO/Content
Pregnancy 1.8 MM ideas
Weight 1.7 MM
Consider Editorial decisions
Side Effects 1.6 MM
based on Topic volumes
Cancer 1.5 MM
Diet 1.4 MM
Insurance 1.1 MM
Disease 944 K

Agenda





 CPG Use Case



Product
Research &
Product Research & Development – “iPhone” Development

 Online Search Q&A can serve as enormous
Focus Groups
– Yahoo! Answers et al

 Analyze all types of Feedback
– Questions
– Complaints
– App Wish List
– Quantify requests for alternate carriers
(Verizon) & competing products (Palm Pre)

 Protect against alternative schemes
– “Unlock iPhone” vs. “Jailbreak iPhone”


Product
Research &
Product Research & Development – “Jailbreak iPhone” Development

“Jailbreak” is larger
than “Unlock”
 Over 717K searches
in Sept. 09


Agenda





 CPG Use Case



Search & Display Synergy – Display Ads Successfully Search &
Display Synergy
Drive Trademark Search Activity

% Making a TM/Brand Search
0.9%

0.7%
0.6%
0.5%
0.5%
0.4%
0.3%
0.2%

% Lif t: 52.3% % Lif t: 46.0% % Lif t: 40.3% % Lif t: 38.1%

Week of f irst Weeks 1-2 af ter Weeks 1-3 af ter Weeks 1-4 af ter
exposure f irst exposure f irst exposure f irst exposure
Control Test

© comScore, Inc. Proprietary and Confidential. 10 Source: comScore Campaign Effectiveness, results from 139 studies

Search &
Display Synergy
Search & Display Synergy – Searcher Cross Visitation

59.4% of “Nike”
Searchers visited CBS
Interactive

Nike.com delivered
negligible display ads on
CBS Interactive

Great opportunity for
optimized campaigns

Search &
Display Synergy
Search & Display Synergy – Music Consumption Behaviors

Nike rarely advertises on
Music sites

Even on Viacom: most
advertising on
Nickelodeon, not MTV

Quantify the behavior to
focus your test campaign
decisions

Source: comScore Marketer

Agenda





 CPG Use Case



Branding
What is Branding?

 The American Marketing Association (AMA) defines a brand as a
"name, term, sign, symbol or design, or a combination of them
intended to identify the goods and services of one seller or group
of sellers and to differentiate them from those of other sellers.

© comScore, Inc. Proprietary and Confidential. 14 Source: About.com Marketing

Branding
The CPG Industry

 $700+ Billion in Annual Sales
 23% of Sales Spent on Marketing

12% on Trade Marketing

5% on Consumer Promotion

5% on Advertising

Only 1% on Internet


Problem: Search has long been considered a direct Branding
response medium

Let’s put ourselves in a CPG brand manager’s shoes and compare search
marketing to the classic branding vehicle – television:
 Text search ads ≠ emotional connection
– TV is perfect emotion-based advertising
 Search is extremely trackable
– TV much less so
 Search often occurs close to the bottom of the funnel
– Most TV ads focus on awareness & affinity (higher in the funnel)
 Search ads ALWAYS have a call-to-action (e.g. a click)
– Majority of TV ads do not encourage users “buy now” or “call now”

So, not surprising that brand marketers consider
search to be a DR channel

Branding
Problem: Majority of advertising dollars go to branding

 We all agree that more traditional ad spending should move online, but….

80% of online ad dollars are spent on direct
response

75% of traditional ad dollars are spent on
branding


Branding
Solution 1: Richer search marketing canvas

 The organic results continue to get richer, but sponsored results have
mostly stayed the same…

Two embedded
videos

Nothing but
text.

Shopping results
w/ prices


Branding
Solution 1: Richer search marketing canvas

…but some engines are beginning to experiment with richer ad presentations

Logo and
clickable video
(tied to brand
promotion)


Solution 2: Use search to drive users to brand Branding
experiences

Example: KraftFoods.com is almost exclusively a branding vehicle


Solution 2: Use search to drive users to brand Branding
experiences

 Search is a major source of traffic for KraftFoods.com – Almost 30% of
clicks are from sponsored results in Q2/Q3 2009


How does a search-driven brand experience Branding
hold up to TV?

Now let’s go back to the four challenges I listed earlier:
 Does it allow for an emotional connection?
– KraftFoods.com provides resources for families with tight budgets & schedules
 Is it trackable?
– Much more trackable than TV!
 Does it reach consumers at the top of the funnel?
– Allows Kraft to introduce brand messages as consumers are formulating meal
ideas
 Is there a call to action?
– No overt CTA – KraftFoods.com is focused on awareness & affinity

Sounds like branding to me.


Branding
Searches on YouTube

3.4 Billion in Sept 09

Youtube.com Searches up 42% Year over Year


Branding
YouTube SEM Opportunities – Generic & Basic Terms

Retail searches mostly generic

Exception:
Branded “commercials” searching

Great Opportunities exist for Video
Promotion
SEM – promote your own Videos & Channel

YouTube Promoted Videos marketplace
much less crowded than Search Engine
SEM


Branding
YouTube SEM – Longer Tail Opportunities

Longer Tail Phrases – Lack of Promoted Video results
Most companies only deliver standard Paid Search text links

Opportunity for promotion of videos with Longer Tail phrases

Branding
YouTube Channels & Search Campaigns – Is It Worth the Time?

Retailers Utilizing YouTube with Success
(both Channels and Promoted Videos)
 JC Penney August 09:
– 165K Unique Visitors
– 339K Visits

 Target August 09:
– 630K Visits

 AMI Clubwear August 09
(smaller retailer, only 239K
total UVs):
– 19K Visits

© comScore, Inc. Proprietary and Confidential. 26 Source: comScore Source/Loss

Summary

 Don’t get caught up in long tail analysis
– Group together thematic term sets to quantify topics
 Search Data isn’t just for acquisition
– It speaks volumes about your customer base and their needs/wants
 The Purchase Funnel is an interdependent network
– Search activity both impacts and is impacted by other advertising mediums
 Branding dollars are moving online
– Be in the position to capitalize on these opportunities
 Remember how important Search is to non-search engines
– Social Media impacts search activity and offers search marketing opportunities


Thank You!

Eli Goodman
egoodman@comscore.com

Com Score Beyond Sem Webinar Oct09

Recommandé

Recommandé

Contenu connexe

Similaire à Com Score Beyond Sem Webinar Oct09

Similaire à Com Score Beyond Sem Webinar Oct09 (20)

Com Score Beyond Sem Webinar Oct09