This document summarizes a presentation on search engine strategies given by Mark Berendsen of Google Netherlands in 2009. The presentation covers developments in search marketing, including search for branding and conversion. It also discusses optimizing websites for usability testing and how search can speed up customer journeys. Additionally, the presentation addresses opportunities for search advertising during an economic slowdown by understanding changing consumer behavior, competition, and focusing on speed.

1. Search Engine Strategies 2009
Mark Berendsen
Industry Leader Agencies, Google Netherlands
March 17 2009
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2. Agenda
Developments in Search
Speeding up in a Slowdown
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3. Developments in Search
Search for Branding
Cross Media
Search for Conversion Share of Voice
Before the Click
After the Click
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4. Search for Conversion Framework
Tried
&
tested
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5. Website Usability
1. IDENTIFY
2. DIAGNOSE
3. TEST
4. IMPLEMENT
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6. 1. Identify
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7. 2. Diagnose
Header
Button
Blurb
Image
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8. 3. Test
Section Original Test Variations
Heading Advertise your Find new Attract more Find the people Reach new
business on Google customers with customers trying to find you customers on
Google Google
Blurb No matter what No matter what
Google AdWords Google AdWords
Whether you run a
your budget, you your budget, you
connects you with gives your business
small or a large
can display your can display your
potential customers targeted and
business,
ads on Google and ads on Google and
at precisely the measurable
advertising on
our advertising our advertising
magic moment - advertising results.
Google and our
network. Pay only if network. Connect
when they are You're in control of
advertising network
people click your with potential
actively searching the customers you
can work for you.
ads. customers at the
on terms related to target, the amount
There's no
magic moment
your business. you spend and the
minimum-spending
they're searching types of ads you
requirement and
for your products or deliver. Start
you only pay when
services, and only advertising today!
people actually
pay when people
click your ads.
click your ads.
Start Now Let's get started Sign up now Click to begin Try AdWords now
Button
Image How AdWords How to create your
works ad
Winning variation
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9. 4. Implement
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10. Multivariate testing drove 56% improvement in conversions
+ 56%
Header
Button
Blurb
Image
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11. Search for Branding
1 Offline triggers online search queries
2 Search increases the efficiency of TV, Print & Radio
Consumers associate search ranking with the success of the
3
company
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12. 1
1. Offline Triggers Online Search Queries
67% of online search
37% users are driven to
search for information
about a particular
30% company, product,
service, or slogan
by an offline
20%
channel
39%
40%
Source: iProspect, “Offline Channel Influence on Online Search Behavior,” 2007. (Q. Within the last six months, which of the
following prompted you to go to a search engine to look for information on a particular company, product, service, or slogan? Select
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all that apply.)/ RAB Word of Mouse Study 2007.

13. 2 Adding search increases efficiency of TV, Print
Radio
+10%
+9%
+3%
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14. Consumers associate search ranking with the success
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of the company
of users expect leading brands
71% to be on top of the search results page
of users expect leading brands
71% of users link placement to results page
66% to be on top of the search
company prominence
of users link placement to
36% company prominence
Source: iProspect, “Offline Channel Influence on Online Search Behavior,” 2007. (Q. Within the last six months, which of the following prompted you to go to a search engine to look for information
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on a particular company, product, service, or slogan? Select all that apply.)/ RAB Word of Mouse Study 2007.

15. From ‘holiday in the sun’ to First Choice
Travel
purchase in 33 days Example
HolidayRentals Teletext Holidays ebookers Hotels.com TUI TripAdvisor TUI
Visits
Thomas Cook
TravelRepublic First Choice TUI
TripAdvisors
TUI First Choice
First Choice AirTours
TUI AirTours
HolidayWatchdog Expedia
Thomas Cook Thomas Cook
AirTours First Choice First Choice
Tui First Choice
Olympic Holidays
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1 5 8 13 21 29
Day
Holiday in the sun Cheap Flights Cyprus Cyprus Palm Beach Hotel Thomson
Hotels Larnaca Cyprus Holidays
Searches
Spain Holidays Cyprus Holidays
Beau Rivage
Cyprus holidays
Hotel Cyprus
Europe Holidays
Holidays in the Sun
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Source: Comscore Research Paper October 2007

16. Speeding Up in a Slowdown
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17. Economic crisis in a digital age: offers unexpected opportunities
Source: Google Inights for Search 17
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18. This time, we’re digital
Broadband Consumers use Video uploaded
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penetration the internet for to YouTube every
80% 82%
hrs
personal or work minute
purposes
Use comparison Believe that if a Increase in online
80% 50% 25%
sites when product is not found sales in H1 2008
researching a online, is also not
product / service available offline
Sources: STIR, Elsevier Retail, ‘Webshops en de economische De markt voor online crisis’, 29 okt 2008, Emerce.nl, Onderzoek door TNS 18
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Infratest in opdracht van Google, juni 2008

19. Strong performance in e-commerce
Consumers Increase in Incoming traffic
50% 87% 20%
expected to number of iDEAL via chat
purchase payments in 2008
insurance online
Growth in 2008 to YOY increase in Growth in last 3
31% 48% 211%
224 million euro Christmas sales in years
2008
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20. Insights for business
1. Consumer
2. Competition
3. Speed
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21. Consumer: Understand changing behaviour
Car sales may be declining, but consumers continue to research online
Source: Bovag & Google Internal data 21
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22. Competition: Comes in all shapes and sizes
One to one marketing at scale
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23. Speed: Offer the products being searched
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24. Key Takeaways
Agencies play a large part in online marketing.
Google strongly supports this.
Development areas in search: after click and
search for branding.
Big opportunities, even in a recession.
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