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34 PrecisionMarketing February 22 2008
Special Report Report subject Search Marketing
where advertisers list millions of words, do deliver a better ROI then pounds will flow One company providing Web analytic solu-
phrases and sentences. A search for ‘holiday in there, but the volumes generated must make tions is Coremetrics. It has just moved into
USA’ would bring up hundreds of websites but any investment worthwhile.” Europe having made its name in the US where
‘self-catering cabin holidays in Yosemite’ Hannah Kimuyu, PPC media director EMEA over 1,000 online business sites – generating
would produce a more targeted answer. at Greenlight, believes advertisers should look $15bn-worth of transactions – use its software.
Online advertising specialist Summit Media beyond vertical search engines. She says there “Advertisers need a more informed under-
has launched a product called Portfolio Man- is now more demand for contextual search – standing of what customers are looking for and
ager designed to increase the return from pay- where ads on websites or mobile phones are how they search. This is not just about target-
per-click marketing campaigns. It means an relevant to the content the user is viewing. ing via search engines but improving the con-
advertiser can manage all its products with Kimuyu cites the example of the small version rate when people actually visit a
just one feed of more than 50 million keywords Grant Whiteside search engine Miva which introduced its Pre- website,” says Coremetric vice-president and
published across numerous search engines. ‘There will always be a mix cision Targeting Network last year so adver- general manager of Europe Richard Sheppard.
“Advertisers can see what is happening of advertisers targeting tisers could be visible vertically on its partner Large search engines may deliver volume
around individual products and devise specific different audiences. Some sites. Google AdSense and Microsoft adCenter and vertical engines a niche audience, but the
marketing creatives around those products. can afford to look at are two other contextual advertising programs. most important metric is how many new cus-
You can even manage online campaigns based volume as a valid key “When it comes to spending money on tomers and extra sales do the clicks generate?
on different factors such as stock levels,” says performance indicator’ search, advertisers are taking some of the Of course, with advertisers concerned about
client services director Ben Latham. power back because they are demanding more clicks and rankings they can miss out on sales
Marketers must be clear about what their relevance. In response, the big search engines because their website is so difficult to use. Vis-
campaign objectives are before any decision have all promised a much better contextual itors must be able to find what they are looking
can be made about which search engines to offering in 2008,” says Kimuyu. for. If a person has to spend ages navigating a
use. It is likely more quality sales leads for a It is vital advertisers spend time devising a site they will leave without making a purchase.
B2B product will come through a vertical search strategy. “Marketers need to ask how Darren Jamieson, content editor at SEO
search engine, yet the volumes generated by a search will enhance their business and decide agency Just Search, says getting visitors to a
general engine would suit an advertiser aim- how important paid search really is to them,” site is not the final step. “We come across many
ing at a mass market. adds Kimuyu. “They need to research how sites that spend a lot on SEO or PPC to get traf-
Grant Keller, EMEA director at Accelera- their customers explore the Internet and what fic, but they will not get the conversions they
tion, says businesses must analyse the bid their competitors are doing in this space.” want just by throwing money at search,” he
management and reporting technology offered Indeed, search marketing is becoming more says. “In fact, making a site user-friendly and
by each search engine. strategic as advertisers appreciate the impor- easy to navigate is really the first thing people
“Some of the more vertical engines may offer tance of online sales. According to research by should be spending their money on.”
no integration with your own bid management Forrester, spending on search will soar 80 per Whether Google’s very wealthy founders
platform,” he says. “If smaller search engines cent to €8.1bn by 2012, up from €4.5bn today. would agree with that one is up for debate. a71
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