harnessing the power of search networks

Harnessing the Power of Search Networks

Allen Hammock

SMX & eMetrics Melbourne, November 2010

WHAT’S THE DIFFERENCE?

search engines vs. search networks

Keyword PPC Search Market

Google, 54.60%

Yahoo!, 11.90%Microsoft, 5.90%

AOL, 3.90%

News Corp, 2.00%

IAC (Ask Jeeves), 1.10%

Non-Proprietary,

20.60%

Source: Based on IDC, March 2009

CPC Comparison

$0.00 $0.10 $0.20 $0.30 $0.40 $0.50 $0.60 $0.70

Google

Search Networks

Engines vs. Networks

• Proprietary Engine

– UX stability

– Uniformity of results

– Habitual usage

– Greater breadth of

terms

– Much higher

competition & CPCs

• Search Network

– Extreme diversity of

sites

– Non-habitual usage

– High concentration of

head terms

– CPCs substantially

lower

Search Network Traffic Sources

Network Traffic

Small Publishers

Domainers

Contextual

In-Text

Toolbars

Social Nets

Affiliate/SEM

• Common Traits

– Keyword targeting

– Demonstrated search

intent

– Not conforming to

Google de-facto

standard for search

experience

FINDING VALUE IN SEARCH AD

NETWORKS

the mining strategy

Proprietary Search Strategy

Keyword Portfolios

Bid/Position Management

Creative A/B Testing

Funnel Optimization

Re-Targeting

The Mining Strategy

Adjust Targeting

Network Segmentation

Test Sources

Promote Core Traffic

Remove Debris

Calculate ROI

Re-allocate Budgets

Recycle Sources

Key Concepts

• Targeting

• Segmentation

• Mining vs Core Traffic

• Recycling

Targeting

• Proprietary Search

– Increasingly narrow

terms

– Deep lists of tail

terms

– Brand keywords

• Search Networks

– Broader matching to

increase reach

– Category mining

– Brand terms less

important

Segmentation

• Picking a starting point

– Go where other

advertisers have found

success

– Competition/price

pressure much less of a

concern

– Find sales reps who

know where to begin

your search

Mining vs Core Traffic

• Core traffic

– Funds the mining program

– Achieves ROI at or well above expectations

– Consistent, reliable delivery

• Mining traffic

– Fuels incremental growth (net contribution)

– Must be sandboxed

– Constant state of change

Recycling

• Maintaining and growing the program– Do not expect long-term

consistency from any particular source

– Recycle previously tested sources into mining program

– Demote core traffic to mining when it fails to meet minimum requirements

EVALUATING SEARCH

NETWORKS

keys to success

Search Network Checklist

Experience with the network

Great tools support

Flexible pricing & payment options

Low start-up risk

Outstanding customer service

Manage Your Expectations

• Do’s

– Expect the network to do a lot of heavy

lifting

– Expect the network to deliver against your

goals

• Do Not’s

– Expect overnight results

– Expect parity with other search programs

Allen HammockTwitter: @brainvat

Email: allen@adlux.com