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Aisling Blake
Search Advertising
1. Grow sales through paid search
2. Don’t forget about SEO
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
Search plays many roles
Not just technology, it plays an integral part of the marketing and media mix
Standalone product
Understand the consumer
Predict intent
Search drives more than online
1
Grow sales through paid search
Start with paid search
Brands canown keyword territories& occupy prime real estate on the SERP
Why invest in paid search?
45% OF ONLINE AD SPEND IN H1 2012
IMMEDIATE MEASURABLEFLEXIBLE
TEST
SUPPORTS THE BRAND
& DRIVES SALES
2
Don’t forget about SEO
2009 2010 2011 2012 2013 2014$0
$5,000
$10,000
$15,000
$20,000
$25,000
$30,000
$35,000
Paid searchSEO
Brands under-invest in SEO
Source: Forrester’s Search Engine Marketing Model
More difficult to prove ROI than PPC
Difficult to provide any guaranteed
results
Proof of success may take up to 6 months
Start with your site
PPC & SEO are complementary
3
Use the insights that search can provide
5.5 searches per day(highest in our peer group in
Europe)
15% YOY increase in searches in Ireland
20% of daily searches have never been seen before
Value of time saved by the consumer is 10:1 ROI
(McKinsey & Company, July 2011)
We are all searching for something
Use the data generated through search
4
Harness the growing trend for mobile search
Mobile search is here to stay
140% increase in mobile searches over past 18
months
More searches on mobile than desktop (Japan)
60% of consumers search on
their smartphones
every day
Source: Mobile Planet
You need separate mobile activity
5
Maximise the effectiveness of other media through search
Search is the bridge between traditional
media and online
TV is a large driver of search
Be thereBe
consistent
Make it easy
1. Grow sales through paid search
2. Don’t forget about SEO
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
