Vertical search trends in Retail & Shopping (Arjan ter Huurne - Maxlead, Search Congres 2013)...
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Transcript of Vertical search trends in Retail & Shopping (Arjan ter Huurne - Maxlead, Search Congres 2013)...
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Vertical Search trendsin Retail & Travel
Arjan ter HuurneIndustry Manager Retail & Travel
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Vertical Search trends in Retail & Travel
1. Wat is Vertical Search?
2. Vertical search in Travel
3. Vertical search in Retail
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Online advertentie uitgaves per branche
Totaal ‘Retail’: 22,7% !
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Search Engine Marketing (SEM)
SEAOnline aanbiedersKorte proposities
Outside-inActiematig
Direct resultaat
Betalen per klik
SEOForums
VergelijkingssitesLange teksten
Inside-outInformatiezoekers
Lange termijn
Gratis bezoekers
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Een derde search kanaal: Vertical Search
Vertical search
Horizontal search
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3 fases in search
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Vertical search in Google:LOCAL
Google Maps / Places
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Google Places: erg belangrijk voor Local search
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Local vertical search, restaurants
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Local search, generiek
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Google introduceert steeds meer vertical search
� Google Universal search + Knowledge Graph
� Videos
� Images
� Maps / Places
� Books
� Patents
� Google+ (Hashtags)
� Hotel Finder
� Flight Search
� Shopping
� Advisor (Financieel)
Vertical Search: ‘paid inclusion’ & tijdsinvestering
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Bing & Yahoo doen ook vertical search
� “Decision Engine”:
� Shopping (+Cashback)
� Travel
� Local
� Health
� Entertainment
� Local
� News
� Weather
� Finance
� Sports
� Flights
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Als Google geen vertical search mocht doen…
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TRAVEL
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Nederlandse vertical search in TRAVEL
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Vertical TRAVEL search in Google
Flight Search
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TRAVEL: Hotel Finder
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Hotel Price Ads in NL
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Cutting out the middle man
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Tips voor Travel partijen
⇒ Kies je ‘externe boekings-engines’ zorgvuldig
⇒(12-18% commissie)
⇒ Hou reviews & ratings binnenboord
⇒ Probeer direct te participeren in Hotel Finder, Hotel Price Ads & Flight Search
⇒ Claim op merknaam zoveel mogelijk ruimte op de SERP
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Google+: Claim ruimte op de SERP
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RETAIL
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RETAIL search engines
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Google Shopping: Product Listing Ads
Product Listing Ads: bovengemiddeld hoge ROI
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Vertical Product Search Engines
� Google Shopping
� Product marktplaatsen / White-label shops:
� Bol.com & Amazon
� Aggregators
� Beslist
� Fashionchick
� Productvergelijkers
� Kieskeurig
� Vergelijk.nl
� 2e hands & nieuw
� eBay
� Marktplaats
� Speurders
Retailers kunnen op deze platformen adverteren op basis van Product Feeds
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Cutting out the middle man
Kanaalconflict?
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Feed-based advertising voor Retailers
� First-mover advantage –begin snel met Google Shopping
� Gemiddelde CPA op Shopping beter dan elders
� Shopping wordt nu in Bèta uitgerold in België
� Feed-based advertising vereist ontzettend goede feeds: gebruik een tool zoals DataFeedWatch
� Play the winners, adverteer vooral je hardlopers:
� Populariteit / best-sellers
� Marge
� Concurrentiepositie & prijsstelling
� Voorraad & maatboog
� Totale orderwaarde & ROI
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Wat betekent dit nu voor (online) retailers?
� Google brengt consument direct in contact met producent
� White-label shops op Amazon & Bol vervagen de bekendheid van online winkelformules
⇒ Wat is de toegevoegde waarde van jouw shop?
⇒ Heb je unieke producten? Lever je unieke service?
⇒ Op prijs valt niet te concurreren
⇒ Wat is je onderscheidend vermogen?
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Key Take-aways
1. Wat is Vertical Search?
� Zoeken binnen 1 specifiek onderwerp. 35% van de zoekopdrachten vinden
plaats buiten ‘search engines’
2. Vertical Search in Travel?
� Richt Google Places & Google+ for Local Business goed in (gratis)
� Hou Reviews binnenboord
� Ga direct met Google werken voor Hotel Price Ads & Flight search
3. Vertical Search in Retail?
� Spring in de opportunity genaamd Google Shopping
� Zet ook andere feed-based advertising in & Play the winners
4. Hoe zet je Search in voor meer omzet?
Bedenk of creeër jouw onderscheidend vermogen en maak eengedegen Search strategie met daarin SEA, SEO & Vertical Search!