Paid Search Predictions for 2010: Real Time, Mobile, ROI
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Net Media Planet Invites seminars: Sri Sharma, our MD and Founder talking about what he sees are the challenges ahead for paid search marketing, as well as highlighting the opportunities that new developments and technology will provide. The presentation shares concepts and changes including: o Targeting an increasingly mobile consumer. o Developing a strategy to address the opportunities and challenges posed by real time search. o The benefits of online and offline integration for cashed-strapped marketers. o Election year and the effect on consumer behaviour and search.
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Paid Search Predictions for 2010: Real Time, Mobile, ROI
- 1. Paid Search in 2010: Our Predictions Sri Sharma. Managing Director 11th February 2010
- 2. 1 Prediction One Real Time & Social Search will make Paid Search more important for Advertisers
- 4. Authority Trust > Relevance >
- 5. But natural listings for Advertiser websites are continuing to be pushed down the page
- 6. Consider. . . Audit your SEO activity on a keyword level regularly Have a Paid Search strategy in place to replace lost converting traffic Proactively capture more new traffic sources e.g. content network, social networks
- 7. 2 Prediction Two Mobile Search becomes an important marketing channel in 2010
- 8. Mobile devices growing Smartphone/iPhone iPad netbook smartbook
- 9. Travel searches grew 350% year on year 2008 vs 2009 Source: Google UK
- 10. Opportunity of Location Based Search
- 12. Consider. . . Test mobile paid search activity in 2010 Have a competitor response strategy for mobile Click to Call Have specific goals for your mobile campaign Mobile Enablement
- 14. Consider. . . Test mobile paid search activity in 2010 Have a competitor response strategy for mobile Click to Call Have specific goals for your mobile campaign Mobile Enablement
- 16. 3 Prediction Three Increased Pressure on ROI due to Cash Strapped Consumers.
- 17. UK out of recession. . . Uncertainty remains. . . . Consumers spending will remain careful in 2010
- 18. Consider. . . Ensure latest Paid Search best practice and innovation utilised Click Path Analysis and other targeting strategies Advanced Google content network targeting Automation Brand Protection and Competitor Monitoring Test payment linked to performance
- 20. Consider. . . Ensure latest Paid Search best practice and innovation utilised Click Path Analysis and other targeting strategies Advanced Google content network targeting Automation Brand Protection and Competitor Monitoring Test payment linked to performance
- 21. Brand Monitoring & Protection
- 22. Consider. . . Ensure latest Paid Search best practice and innovation utilised Click Path Analysis and other targeting strategies Advanced Google content network targeting Automation Brand Protection and Competitor Monitoring Test payment linked to performance
- 23. 4 Prediction Four Social Media Advertising will take off in 2010
- 24. 20% of Tweets have brand terms in them Source: Twitter
- 25. Advanced Targeting, Advanced Optimisation, Volume Traffic creates Revenue Potential
- 26. Consider. . . Test Facebook advertising
- 27. 5 Prediction Five There will be a greater emphasis on Offline/Online Integration
- 28. Paid Search integrated with TV advertising helps close the deal
- 29. Consider. . . Enable capability for tracking online/ offline Identify KPIs / Measures for success Get online/offline together to be part of the strategic process Test integrated strategies
- 30. Top 3 Takeaways . . . Test mobile search Use best practice and innovation in Paid Search, e.g. Click Path analysis Test Facebook Social Media Advertising platform
- 31. Thank you Do you have any questions? E: sri@netmediaplanet.com T: +44 (0) 203 008 8321 Tweet me: @srisharma www.netmediaplanet.com 2009
Notas do Editor
- Make box more prominent.So what are some takeaways, some real actions that we can look to implement:Well, audit your SEO traffic volumes and activity on a keyword level regularly to identify if traffic is being lost. If you are in the retail sector and lets say you are working hard to be in top positions for high vol keywords like ‘lcdtvs’, last night I saw that the first result for was news on the new LG tv from Korean Times. The next 2 were from Twitter. So 1/3 of the SEO results were universal search and real time search.SEO agencies are often paid for arriving at a certain position the page, and this is getting tougher. Obviously lots of other factors contributing to making SEO tougher like Google Caffeine.- Have a PPC strategy in place to replace lost traffic and sales if required.Proactively look to new traffic sources now to avoid an issue later. Content network, Social networks… I’ll be coming onto both in later predictions so we’ll explore those more then.All channels important, SEO, PPC all, but need to be aware closely of impact of one on another.So in conclusion, the prediction again, Real Time and Social Search will make Paid Search more important in 2010.
- Diff imageRead outPauseI was on a debate with Yahoo! And MSN 3 years ago when I got first asked if this would be the year for mobile. I said then 2010.So lets look at why.
- Well,An ‘Always on’ culture is emerging. Searching online anytime, anywhere. When out on the weekend, rather than wait to go home to search for flights to australia (my wife is Australian) I used my wife’s iphone.With the increasing range of internet enabled devices, we as consumers are permanently mobile.