"maximise your investment in search engine advertising" nick jones category development...
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"Maximise your investment in Search Engine Advertising"
Nick Jones
Category Development Director
Issues for Today
Search engine advertising is now an essential element of online marketing, but unless one understands how best to manage campaigns it can be, at best, frustrating or, at worst, an expensive drain on resources.
How to manage search engine advertising campaigns and find out what analysis tools are the best to use. Hear how to substantially improve return on your investment in search engine marketing and what the future holds for this important aspect of the online world.
Agenda
How Overture sponsored search works
Overture and the Travel Sector
Optimise your campaign
The future of search
Sponsored search in action
User clicks on paid link, triggering payment of bid price to Overture
Businesses set up account and submit listings:• Search-terms• Titles• Descriptions• Bid amount per click-through
User submitssearch
1
2
3
4
Listings ordered bybid price
Where will you appear with Overture?
Reach over80% of allUK internetUsers*
* Nielsen//NetRatings Apr-Jun 2004
Q4 ‘00 Q4 ‘02Q3 ‘02Q1 ‘02
Overture International Market Launches
Q2 ‘03 Q1 ‘04Q3 ‘03 Q4 ‘04
2H’05
Next Launches
Overture – sponsored search pioneer
Q1 ‘05
UK DE FR HKCABRTW
AUFI SEDKNL
AT CHNLES
IT KR
JP CN
Who is using Overture?
Agenda
How Overture sponsored search works
Overture and the Travel Sector
Optimise your campaign
The future of search
Why is Travel important to us?
Impressions By Sector (April 04 to March 05)
1% 3% 3% 2% 3%5%
16%
13%1%2%3%3%10%
3%4%
6%
1%1%4%
16%
Adult Apparel & Footwear Automotive Business Services
Education & Career Electronics & Appliances Entertainment & Leisure Financial Services
Food & Drink Gambling Health & Beauty Home & Garden
IT & Computing Lifestyle Not Allocated Other
Professional Services Property Telecoms Travel
Travel Client Management
Overture has operated sector based account management since January 2002
Travel Category Manager based in UK office
Dedicated Travel Account Managers based in UK office
Backed up by dedicated Travel editors in our Dublin facility
Travel Team work on optimisation, research, information sharing & training
Airline Network – optimisation in action
To ensure maximum effectiveness of the campaign, AirNet’s search listings were optimised: Ways of writing more compelling titles and descriptions were suggested Overture advised that the search term was always included in titles and
descriptions – as well as price, where appropriate
Airline Network, an independent UK travel company, chose Overture as a form of online advertising that offered good return on investment, cost-control and the ability to track and analyse results.
By quoting prices in the titles and descriptions of its search listings, AirNet can drive people with realistic expectations to the site (who convert better as a result!)
Airline Network- communicating business change
Through the Overture campaign, Airline Network is able to target customers searching independently for car hire or hotels.
Sponsored search proved an effective means of communicating additional services: Immediate; Transparent; Flexible
“Overture’s sponsored search should be the first on the list of any online marketing programme.”
“Overture’s sponsored search should be the first on the list of any online marketing programme.”
Traditionally, Airline Network’s target market was customer looking for flights. This focus needed to switch to additionally target those looking for car hire and hotels.
Agenda
How Overture sponsored search works
Overture and the Travel Sector
Optimise your campaign
The future of search
Optimising sponsored search
Search TermResearch &
Targeting
Drives Quantities
of Leads
Title & Description
Targeting
Drives Quality of
Leads
Landing Page Targeting
Drives Conversions
Simply Type in a search term relevant to your web site
The ‘Count’ shown next to each term refers to the number of UK consumers who searched for that term in the previous month
Search term research:how BIG is your market?
A list of related terms will appear
Segment and target
Best Practice: Match the Terms (and Pages) to Customers’ IntentsBest Practice: Match the Terms (and Pages) to Customers’ Intents
Cu
stom
er N
eedK
eywo
rd
Attrib
utes
Exam
ples
“What is out there to meet my need?”
“How can I learn about a product or service?”
Informational terms
Product classes
Problem descriptions
Cheap holiday
Family holiday
Winter holiday
“What brands and features are there?”
“What is distinct about this one?”
Features
Brand names
Differentiators
Cheap Spain holiday
Hawaii holiday
Luxury winter holiday
LearningLearning ShoppingShopping BuyingBuying
“I want that one, Daddy!”
“Who stocks this model number?”
Product code
Locations
Nicknames
Cheap Thomson holiday in Spain
Maui golf resort
Mark Warner ski holiday
What will I actually need to pay?
Know your CPA
Work out what you can afford to pay for a ‘targeted lead’
Use simple maths to set some goals Consult an expert to help you benchmark Figures are current as of 18th April 2005
Scenario…
“Holiday Cottage in Cornwall” - Estimated searches at position 1 are 3,032Current Cost - £1.54 per click-throughClick-through rate: - 3.73%
= 113 Targeted Leads for £174.02
Let us say 1 in 10 click-throughs equates to a sale with an average profit of £100
RESULT: 11 sales worth £1,100 for £174.02
Writing titles and descriptions– top 5 tips
1. ResearchUnderstand your target audience and how they search – Overture’s tools at www.uk.overture.com can help.
2. HonestyBe honest and factual in your descriptions – this is what attracts consumers. Avoid superlatives, but if you really are the best, back it up with evidence on your site.
3. EmphasisWhere possible, include the search term in both your title and description – this gives you a 50% higher click-through rate.
4. DeeplinkingGive a direct URL to the relevant content – to give faster processing time and higher quality user experience.
5. RelevanceAbove all, make sure your search term, title/description and website are all directly relevant to each other.
Travel – account optimisation and best practices
Concentrate on products where you make moneyThis may sound obvious, but make sure your focus is on destinations or products which provide the best yield. Once you have identified your focus, list on as many relevant terms as possible
Measure and optimise your terms by closely tracking all conversions and adjust bid prices according to CPA targetsMargins are narrow for Travel – make your terms count and don’t pay more than you need to
Categorise your account by destination, product group and performance to allow you to manage your campaign easily and effectively
Pay close attention to seasonalitySearch volume can double from month to month (e.g. Dec – Jan) so make sure budget is in place to capture the maximum number of leads to your site. Time offline for you means more bookings for your competitors
Travel – account optimisation and best practices
Look out for seasonal campaigns sent out by your account manger E.g. Valentines breaks terms, last minute deals (August/September), or skiing terms. These terms have a short shelf life but convert well - due to the lower number of advertisers bidding and a high degree of relevancy to the user
Change your copy regularly Use it to message special offers (e.g.. free travel insurance) to the user. Make your copy stand out from the crowd by reflecting your USP
Make sure your Title and Description (T&D) copy is consistent with the content on your siteIf a user sees “Holidays from £99” in your Title make sure this is reflected on your site or risk losing the user
Deep link to relevant contentTravel site homepages are often complicated and can be confusing. If a user is searching for “holiday in Spain”, send them straight to the content
Travel – account optimisation and best practices
Use full suite of Overture Search Products
Advanced Match – allows you to capture users searching with extended search strings. E.g. “Luxury Holiday in Mauritius in May”. Every year searchers use more complex terms in the final (buying) stage – make sure you reach them by opting into Advanced Match
Travel Negatives – set up within DTC to improve relevance of Advanced Match Results
Content Match – enables you to broaden your reach and capture buyers at the research stage of the buying cycle. See the example Content Match implementation that follows…
Advanced Match - Example
Your Keywords: Cottage in France
With Advanced Match your keywords would appear with results for the following
and more:
Looking for a cottage in France Rent cheap cottage in France Find a cottage in France
Overture’s Content Match
Benefits
Increased Traffic
Traffic Quality
Premium Partner Network
Quality mapping
Good Conversion Rates
Separate Bidding
Branding
Real-time online interface
Search terms
Bid value
Tracking conversions:Conversion Counter
Overture’s free, easy-to-use conversion tracking tool
Tracks number of conversions (eg. sales, registrations, newsletter sign-ups, etc.) generated by Overture listings
Conversion data is displayed for overall accounts, in addition to detailed conversion data for each keyword and match type
Tracking conversions: Marketing Console & Search Optimiser
Marketing ConsoleProvides insight into online channels and how to effectively convert leads into sales Measures performance of online marketing campaigns across channels - comparing the relative performance of:
Paid Placement Emails Banners Paid Inclusion Affiliate Programs
Search OptimiserAutomate sponsored search bidding strategies based on performance driven recommendations
Advertiser Search Strategies
Set Campaign Goals
Competitive ResearchSeasonal Trends
Review Performance
Conversion Tracking Bid Optimisation
Identify & Segment Audience
Categories
Optimise Customer Experience
Title & Description Optimisation
Landing Page Optimisation
Test and Optimise
Agenda
How Overture sponsored search works
Overture and the Travel Sector
Optimise your campaign
Mobile search
Mobile search
WAP AD
WAP Site
