Uncovering Advanced Paid Search Strategies

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    24-May-2015
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Allen will provide a checklist of qualities advertisers should look for in search partners to bring PPC campaigns to the next level, including traffic quality, targeting and tracking, and service. Experience level: Advanced Target audience: Merchants/Advertisers Niche/vertical: Search Advertising Allen Hammock, Director, LookSmart (Twitter @brainvat)

Transcript of Uncovering Advanced Paid Search Strategies

  • 1. Affiliate Summit East 2010
    Uncovering Advanced Paid Search Strategies
    Allen Hammock
    Director, LookSmart

2. 8/12/2010
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Company Overview
LookSmart at a Glance
PPC Search Advertising Network
Search Pioneer: Founded in 1997; IPO in 1999; Ad Network since 2003
Headquartered in San Francisco;represented in New York City and London
NASDAQ (LOOK)
Employees: 70
3. Keyword PPC Search: Market Structure & Opportunity
What is a Search Ad Network?
Keyword Based

  • PPC Auction

4. Qualified UsersNon-Proprietary Traffic

  • Syndicated networks

5. No owned-and-operated search engine 6. Monetize traffic that doesnt originate on Big 3 search enginesHighly diverse Traffic Types, Origins, Performance and Value

  • Intentional: search boxes, toolbars, domain navigation

7. Contextual: web pages, email messages, social media8/12/2010
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8. Keyword PPC Search: Market Structure & Opportunity
Non-Proprietary Search - An Important Part of a Diversified Online Ad Campaign
Source:Based on IDC, March 2009
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9. Keyword PPC Search: Market Structure & Opportunity
How Does Search Fit In?
Versus Display Networks?

  • Higher effective CPM

10. Targeting advantage, for now 11. Display is adapting (retargeting)Versus CPA Networks?

  • Higher volume potential

12. Risk shifted to buyer 13. Competing based on CPC, not based on deliveryVersus SEO/Organic Strategies?

  • Never choose between SEO and SEM

14. Enhance your SEO through SEM 15. Measure the combined effectiveness8/12/2010
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16. 8/12/2010
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Keyword PPC Search: Market Structure & Opportunity
Where is the Traffic Coming From?

  • Small Publishers and Search Sites

17. Domains 18. Networks 19. Contextual 20. Email 21. Social