Search, Display & Retargeting Mix

1. Search, Display & Retargeting Mix
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

2. Basic Search Marketer’s Thinking
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

3. But let’s look at advertising as a whole
(just for a second…)
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

4. Standard Marketing Funnel
Branding
Drive Awareness
Opinion
Consideration
Preference
Purchase
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

5. Advertising Concepts
To Inform To Convince To Relate
• 1950’s to late •1990’s till •2005 to date.
1990’s ~2005
• Inform •Convince •Create a mutual
consumers on Consumers your relationship with
your product consumers
product is better
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

6. Advertising Concepts
To Inform To Convince To Relate
• 1950’s to late •1990’s till •2005 to date.
1990’s ~2005
• Inform •Convince •Create a mutual
consumers on Consumers your relationship with
your product consumers
product is better
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

7. Advertising Concepts
To Inform To Convince To Relate
• 1950’s to late •1990’s till •2005 to date.
1990’s ~2005
• Inform •Convince •Create a mutual
consumers on Consumers your relationship with
your product consumers
product is better
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

8. Search is a super interesting
consumer behavior
And must dealt as one (not only) behavior
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

9. This is my typical day at the office..
9:00 am
8:00 am What’s on the
Read my FB news?
Feed
10:00 am
5:00 pm SMS
4:00 pm
Read through Research on B2B
6:00 pm some industry Marketing
Spend some websites
time on my
facebook
7:30 pm Where are my
friends?
Waze my way to
a restaurant
10:30 pm
Search Google
and place a lead
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

10. Search will always be a huge driver
for high quality conversions
But Search only
answers existing demand
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

11. Advertising Created Demand
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

12. The Solution is Multi Channel
Mobile
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

13. Media Efficiency Pyramid
High
Cost
Premium
Display
Demand
Contextual Generation
Retargeting &
Audience Display
Demand Social
Collection
Paid Search
Low
Cost
Organic Search
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

14. Media, Metrics – Matrix!!
Search Social Display Video
Desktop
• Organic • Fan Base • Premium • Premium
• Paid • Engagement • Exchange • Networks
Tablet • ROI • Contextual
• Audience
• Retargeting
Mobile
Ad Serving, Analytics , Testing & Optimization
Rev
CPM CPC CPL CPS
Share
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

15. Key Takeaways
Search is Still Key Driver
We are now on a multi-screen environment
We need to create demand
Do Search, but don’t remember marketing 101
Manage your Media and Metrics Matrix
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044