How Search Works, Christina Sagarduy, Man. Dir. Search, OMG EMEA
12
Paid Search Cristina Sagarduy Managing Director Search EMEA - Omnicom Media Group
Transcript of How Search Works, Christina Sagarduy, Man. Dir. Search, OMG EMEA
Paid SearchCristina SagarduyManaging Director Search EMEA - Omnicom Media Group
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
Paid Search
PaidSearch
Paid Search is Consumer Initiated Advertising –Advertising that is consumed proactively and
triggered by a search query
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
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 productsGenerally prompted by non Search factors
Strong interest in a productRefine process to select a product / Brand
Has chosen the product/brandsUse Search to ‘navigate to website
Use Search to identify purchase point
Keyword Theme Map exampleengage with the query
Eco car Low emissions Etc.
Eco friendlyauto
Best eco friendly car
Compare eco cars
eco2 Blue Lion Blue efficiency
Peugeot low emission 307 blue lion 307 offers
Dealershipnames
Dealershiplocator tool
Peugeot resellers
Associate
Research
Refine
Decide
Identify
Etc.
Etc.
Etc.
Etc.
Top Funnel
Mid Funnel
Low Funnel
Purchase Funnel Example
Building Brand Via SearchCreate 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
Search Behaviour is affected by External Factors
News
Offline Advertising
Word of mouth
Seasonality
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.
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
Paid SearchCristina SagarduyManaging Director Search EMEA - Omnicom Media Group
