Part 2: Paid Search and Web Analytics

Michael Carney,

Strategic Planning Director, Media Counsel

Author, Trade Me Success Secrets

Blog: http://mediacounselblog.co.nz

2

80% Natural

Source: eMarketer Dashboard, September 2009, 2.Hitwise, June 2009

Data is based on four-week rolling periods (ending Oct. 3, 2009, and Aug. 29, 2009) from the Hitwise sample of 10 million U.S. Internet users.

Subject June 2008

Sept 2009

Year Over Year % Change

One word 32.42% 24.32% - 25%

Two Words 29.92% 23.55% - 21%

Three Words

19.24% 20.52% + 1%

4 Words 10.16% 13.69% + 35%

5 Words 4.60% 7.99% + 74%

6 Words 1.79% 4.30% + 240%

7 Words 0.96% 2.33% + 243%

8+ words 0.89% 3.35% + 376%

Longer search queries, 4-8+ words, have increased up to

+72% between June 2008 and Sept 2009.

Shorter search queries - those averaging one to two words long - have decreased up to -23%.

Three Search Modes

A. Browse

Browsers more likely to respond to “natural” search results

For Browsers: Focus on SEO

B. B. Window ShoppingWindow Shopping

Close to a purchase decision, but ...

Descriptive Terms Work Well

BEST! CHEAPEST! REVIEW

Try To Convert Them

** Limited Time Only

C. Buy Now

70-inch Sony Bravia LCD TV

They’re Ready To BuyTempt Them With Hot Offers

• IAB New Zealand Online Advertising Insight Q3 2009• IAB Australia Online Advertising Expenditure Report March 2009

• IAB UK Fact Sheet: Online adspend - H1 2009

14

M A R K E T M A T U R I T Y

• Source: Comscore qSearch, Searches for August 2009

15

209MILLION

Monthly searchers on Google Sites in New Zealand

16

Clothing & Retailers(3.7 million keyword opportunities across top 40+ terms; New Zealand; June 2009)

Se

arc

h V

olu

me

Searches for Products

96%

3.7 millionopportunities to speak to customers in June 2009

Source: internal Google tools

17

Inde

xed

Que

ry V

olum

e: J

an 0

7 =

100

Query Volume in Key Categories(weekly query volume index, New Zealand, Jan 07 =100)

Monthly Query Volume Growth(year on year, New Zealand)

Source: internal Google tools

1 in 3 for:•Clothing •Entertainment•(incl Books)

1 in 2 for:

•Beauty & Skincare•Soft Homewares•Toys•Consumer Electronics•Furniture

2 in 3 for:

•Computers & Gaming

Total: 3,220 respondents (400 per category)Source: ACRS “The Internet’s Role in Offline Purchase Behaviour”, Jan 08 & Feb 09

81%of internet users enter websites via a search engine

Source: Forrester Research Inc., “UK Internet User Monitor”

7 Search Tips

1. Watch The Clock

21

Google Confidential and Proprietary 2222Source: Example only

3. Use Long Tail Keywords

23

4. Go Negative

24

5. Think (Anti) Seasonal

25

6. Words Really Matter26

7. Use the free Google Tools

27

• Keyword Tool • Search Query Performance Reports• AdWords Editor• Dynamic Keyword Insertion Tool

Google Confidential and Proprietary 3

Am I creating effective content?

How do I improve site interaction?

How can I make my marketing campaigns more effective & accountable?

How are users engagingwith my site?

Where and why are visitors abandoning my shopping cart?

Print Ad PR Mention

SearchCampaignLaunch

31

Promoted Videos AdsAdvertisers bid on these positions

Organic “Natural” Search ResultsCost free; results are based on

YouTube ranking algorithm of relevance to search query