Στην παρουσίαση αυτή, η κα. Christina Sagarduy, Managing Director Search, OMG, θα δώσει ενα σύντομο ιστορικό της πορείας του Search & Performance Marketing, θα τοποθετήσει την έννοια της αναζήτησης και των μηχανών αναζήτησης στο πλαίσιο της online συμπεριφοράς των καταναλωτών, και θα εξετάσει το ρόλο του Search Marketing ως κομμάτι του online media mix καθώς και offline δραστηριοτήτων τα οποία μπορούν να επηρρεάσουν το search.

1. Paid Search
Cristina Sagarduy
Managing Director Search EMEA - Omnicom Media Group

2. Search is the gateway to your online touchpoints
81% of internet users
enter sites via search
engines
Search is the most popular
online activity after e-mail
Growth of search
proportional to growth of the
Internet
Search is important at all
stages of the purchase
funnel

3. Paid Search
Paid
Search
Paid Search is Consumer Initiated Advertising –
Advertising that is consumed proactively and
triggered by a search query

4. How Do You Run a Paid Search Campaign?
| Proprietary & Confidential4
Think on your objective
Select Keywords
Write Ad-Copy
Choose Landing Page
Set bid price (it is an auction)
Track performance
Evaluate & Optimise

5. Engage consumers at all stages of the
purchase funnel
Refine
Research
Decide
Identify
Associate
Order
No specific interest in something specific
Opportunity to connect your brand with genre
Prospective research products
Generally prompted by non Search factors
Strong interest in a product
Refine process to select a product / Brand
Has chosen the product/brands
Use Search to ‘navigate to website
Use Search to identify purchase point

6. Keyword Theme Map example
engage with the query
Eco car
Low
emissions
Etc.
Eco friendly
auto
Best eco
friendly car
Compare eco
cars
eco2 Blue Lion
Blue
efficiency
Peugeot low
emission
307 blue lion 307 offers
Dealership
names
Dealership
locator tool
Peugeot
resellers
Associate
Research
Refine
Decide
Identify
Etc.
Etc.
Etc.
Etc.
Top Funnel
Mid Funnel
Low Funnel

7. Purchase Funnel Example

8. Building Brand Via Search
Create brand demand - customer engagement cycle
Share of early phase media, adding key Awareness, Consideration and
Inquiry Phase terms to campaigns
Organize your accounts according to stages of Customer Engagement
Aligned media buys and strategy with business goals

9. Search Behaviour is affected by External Factors
News
Offline Advertising
Word of mouth
Seasonality

10. Leveraging Search on other media channels to enhance
your brand
Key factors to consider:
– TV rating vs. search click
– Geo targeting of campaign
– Creative management
– Budget up-weights
– Tag lines included in the keywords
39% of online searchers influenced by offline messages
ultimately make a purchase
57% of online shoppers would be less likely to buy
from a brand offline if they experienced problems
online.

11. Summary
Consumer interest and motivation is identified via search
query
Paid Search enables you to select, target and engage with the
consumers who want to connect to you.
Paid search allows you to tailored your message and content
to individual consumer needs
Paid Search can be measure and constantly refine to achieve
greater success and ROI
Search leverages the rest of your media efforts

12. Paid Search
Cristina Sagarduy
Managing Director Search EMEA - Omnicom Media Group