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Roberto Hortal A Fresh Take on Search - Brandrepublic
1. A fresh take on search
Roberto Hortal
Head of eBusiness
2. The search landscape
Sponsored search grew 52% to £1.2b in 2006,
57.8% of total online ad spend – the largest
share, and growing the fastest
Set to overtake national newspapers (£1.9b)
264 searches per second, or 706M a month
Google rules
Sources: IAB UK online adspend 2006, Hitwise, Nielsen/Netratings Aug 2006
3. The basics of search
Natural search results
Relevance: content and metadata
Popularity: PageRank
Sponsored search
Quality score: CTR, ad relevance, keyword
relevance, landing page relevance
Eligibility: CPC limits
Position: ad rank vs. competing ads
4. The economics of search
Average keyword price rose 16.5% in Q3 2006
to $1.48.
Most expensive keywords above $80
Average search PPC conversion is 3.6% (4.2%
for organic search)
Channel and keyword scarcity
Easy, affordable brand protection
Relevance – keywords and landing pages
Sources: Keyword Price Index (Fathom online), Cyberwire, Marketing Sherpa
5. Aggregators and search
The new intermediary
Higher in the search value chain: from general
price comparison to deep product awareness
Customer champion or commoditisation agent?
Pushing keyword prices even higher
Charge for access, move towards display/PPC
Aggregator landscape expanding -
fragmentation, consolidation should follow
6. Affiliates and search
Why affiliates?
Reaching others’ loyal customers
Controlling cost
SEO: building your pages’ rank
Brand protection or brand extension?
Different types of affiliates - diverse strategies
Potential pitfalls: the link counter and the
affiliate cost spiral
7. Social networks and search
Google is NOT a search engine, it’s a
Reputation Management Engine
MLNW: participate &trust vs. infiltrate & control
Social Media Optimisation = SEO 2.0. A long
term game with many moving parts
Be useful, be relevant, encourage
sharing
Not a Second Life, a richer first life
Sources: Wired - Clive Thompson
8. Search through mobile
Next year’s biggest thing... since the early 90s
Local entertainment – cinema, fast food,
drinking, taxis – followed by local traffic info
Convergence and virtualization – UMPC, Foleo,
sub subnotebooks, iGoogle, Web desktops
Availability and relevance, not device, will be
key
Early mover advantage up for grabs?
Sources: m-spatial
9. Future touchpoint
A dominant Google – mail, talk, apps, checkout,
desktop, earth, gears, radio, maps
Will search become ubiquitous?
Will deliberate search go away?
What will brand ads be in the world of Google?
The social phenomenon
Brands as friends
Customers even more firmly at the driving seat
10. A fresh take on search
Thank you
Roberto Hortal
Head of eBusiness
roberto.hortal@uk.royalsun.com