How Yahoo! Does Merchandising & Search Marketing for the Holidays By Jon Lautenschlager
Yahoo! Search Marketing
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Transcript of Yahoo! Search Marketing
![Page 1: Yahoo! Search Marketing](https://reader035.fdocuments.us/reader035/viewer/2022062216/55a25cee1a28ab962b8b475f/html5/thumbnails/1.jpg)
YAHOO! SEARCH MARKETINGAugust 31, 2010
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2Yahoo! Search Marketing ©2009 All Rights Reserved
Search in the Philippines What are the Netizens Doing?
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Search emerging as the top online activity
63 65 6368
58
77
2 3 1 2 3Rank
Email Messenger Search
2009 2010 2009 2010 2009 2010
1
Past Month Usage (%)
Base: Past month Internet users aged 10+ across National Urban PhilippinesSource: Yahoo!-Nielsen Net Index 2010
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30
40
34 35
25
31
37
24 24
31 32 33
27
2224
2927
17
Note: 2009 data is based on Q4 sample while 2010 data is based on 12-month rolling sample
It is not just a Metro Manila Phenomenon
Base: Males and Females aged 10+ across all socio-economic classes in National Urban PhilippinesSource: Nielsen Media Index 2009
Total Luzon Visayas Mindanao
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Total Age Gender SEC
The Young and the ‘not-so-young’ driving
this trend
Base: Past month Internet users aged 10+ across National Urban PhilippinesSource: Yahoo!-Nielsen Net Index 2010
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Entertainment-related content the key driver
Items searched online (%)
Base: Past month Internet users aged 10+ across National Urban Philippines who have used a search engine in the past monthSource: Yahoo!-Nielsen Net Index 2010
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Why Marketers Need to Take Search
Seriously
9/3/2010http://adage.com/searchmarketing/article?article_id=108777 7
Radio
Game Kiosk
Web
TV
Mobile
Search
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Why Marketers Need to
Take Search Seriously
TV keyword connections
› Many marketers are still nowhere when it comes to
continuing the conversation with the consumer after
running a branding commercial and remaining top of mind
through the buying cycle.
› Search should be the hub of an integrated advertising
campaign.
• The reason is simple - the Internet is where consumers now go to
research and decide about what products they should buy.
• Laptops share the couch as consumers watch TV, according to
a SIMM study that showed 66.2% of consumers regularly use TV
and the Internet simultaneously
9/3/2010Yahoo! Presentation, Confidential 8
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Why Marketers Need to
Take Search Seriously
9/3/2010Yahoo! Presentation, Confidential 9
"Marketers are basically used to a spray-and-pray kind of world ... and hope
it reaches the right audience -- and they are taking the same type of
approach online.“
~ Peter Hershberg, Managing Partner at Reprise Media.
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Why Marketers Need to
Take Search Seriously
Connect the dots
› Search agencies state that just a minority of marketing
plans include search media.
• No one has yet estimated how many dollars are lost by not
integrating search, but anecdotally the potential hit to marketers
is huge.
• "The risk to marketers is they do a great job creating interest and
awareness...then someone sees a search and doesn't see your
brand, so they go nowhere.”
9/3/2010Yahoo! Presentation, Confidential 10
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Why Marketers Need to
Take Search Seriously
9/3/2010Yahoo! Presentation, Confidential 11
"Search is the place where the consumer connects the dots and, if you are
not there, they will not seek you out online and not engage with you offline.“
~ Cam Balzer, Director of search Strategy, DoubleClick.
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Yahoo! Search Marketing?
9/3/2010Yahoo! Presentation, Confidential 12
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Yahoo! Search Marketing
•Extensive Reach
•Yahoo! Searchers
•Integration between Search and Display
•Integration between Online and Offline
•Worry-free and personal account servicing
who will develop your search strategy and
optimize your campaign for you!
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Yahoo! is #1 across all Age Groups
14
Total 25-64 years 35-44 years 45-54 years
% w
ho h
ave
vis
ite
d t
he s
ite
in
th
e p
ast m
onth
25-34 years 55-64 years
Philippines (P30D Reach %)
Source: Synovate PAX Q4 2008 – Q3 2009 (Base: PAX adults aged 25-64 years with Internet access)
* PAX measures approximately the top 20% of adults aged 25-64 years old
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Products Offering
CONTENT
MATCH
PRON 2.0 RON 2.0 MESSENGE
R
SPOTLIGHT
Besides Sponsored Search, we also provide powerful positions for you
to advertise. Free impressions, you pay only when your ads is clicked.
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Sponsored Search & Content Match
Tap your consumers at their point
of interest for Sponsored Search
Drive additional targeted leads
under Content Match
Reach customers through articles,
reviews & more
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3 Steps to Create Ad
3 simple steps will drive you to the
amazing online advertising channel
•Keywords
•Ads creative (T&Ds)
•Bid and Ad position
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Step 1: Select Relevant Keywords
Keywords for air ticket :
ticket 、air ticket、airline、plane
tickets …
Keywords for hotel package:
hotel 、 hostel 、youth hostel 、hotel
offers …
Keywords for car rental:
car rental 、 rent cars 、car for hire …
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Keyword Selection Strategy
Core Keywords
e.g.
Travel
Campaign Keywords
e.g. Holiday,
lucky draw,
discounted air tickets
Marginal Keywords
e.g. membership
Core Keywords
Campaign
KeywordsMarginal
Keywords
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Step 2: Write and Test Effective Ads
Keywords about
air ticket:
Version B:
Keywords about
hotel package:
Version B:
Version A: • Air France Travel Air Tickets
Air tickets at attractive prices. Book now.
Version A:
Version A:
Version A: • Special Hotel Packages on Hotel Club
Choose from a variety of hotel packages and save up to 60%.
Version A: • Air France – Air Tickets on Offer
Book your air tickets today to enjoy great deals and low prices.
• Hotel Club – Special Hotel Packages Rates
Find great deals and hotel packages for all budgets.
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Example: Keywords about air ticket
Set daily spend limit and maximum bid of keywords.
The maximum bid is one of the key factors that will effect the ad ranking.
Step 3: Set Budget
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Advertisers pay only when
the listing is clicked
CPC - Click Charging Model
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Building Brand Based Relationships
Acquire leads and new customers
Take advantage of one of the largest user bases on the net
Bid Management and Tracking
Campaign Reporting
Dedicated Account ManagementData and Research Resources Industry Expertise
Meet Your
Advertising
Objectives
Campaign
Resources
Industry
Leading
Tools
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Searching and ShowingWhy the need to integrate with Display?
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Lift vs. Control
Hitting Searchers With Display Ads:
Advertising is most effective when someone is exposed to both search & display advertising
Engagement Search & Display
Lift in Share
of pages viewed↑ 68%
Lift in Share
of Time Spent↑ 66%
Lift in Offline Sales ↑ 89%
Lift in Online Sales ↑ 249%
Maximize The Effectiveness of Online Advertising
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Search and Display work better together
comScore, Media Metrix and Ad Network Report, U.S., October 2008
comScore, Media Metrix, U.S., September 2008
•Display is able to create further branding and awareness leading to search
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Integrating for better sales
•Working with search and display together will bring about a greater impact on the campaign
Source: Y! research – Close the Loop Dec 2006
– Lift vs. Control
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Well SearchedCase studies of success
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Finance client ran search ads on
Yahoo! Messenger Spotlight
Objective was to get applications for
the client’s financial product
Results
Within 18 hours, client received over
50 applications from the YM!
Spotlight ads
Finance Client
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Telco client wanted to promote the
launch of its latest product
Client ran ads on sponsored search,
including placements on PRON
Results
Client maintained a number 1
ranking in search results during the
campaign period
High CTR of over 4% on keywords
Telco Client
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Background
Display campaign pushing for the
budget packages of a local airline
focusing on the following countries:
- PH - ID - VN
- TH - SG - HK
-CN - MC
- 2 week duration in December
Results
41,499 Clicks @ CTR of .27% from
15.3 M Impressions
SEA – 36,288 clicks @.36% CTR
Campaign 1Background
Display campaign creating awareness
for the anniversary of an airline.
Included messages for discounted
tickets, mileage program and special
promos. Markets covered:
- PH - SG - HK
- CN - TH - VN
- US - AU
Results
Total Campaign:
Display – 64,973 Clicks @ .64% CTR
Display - 54,534 clicks @ .85% CTR
Search – 12,570 Clicks @ 5.22% CTR
Campaign 2
More than 40% increase in CTR from previous campaign
Airline Client
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Summary
Why do people search?
When do people search?
Who are the searchers?
How much is search volume related to my product/service?
What searchers do after searching keywords?
People are seeking for solutions. Search is driven by demand.
When they need the solution or plan for something.
Doesn’t matter. They are interested in solutions (product/services).
Doesn’t matter. You have to capture all. Every search is precious and
means one person interested in your product/service.
30-40% people click ads in Yahoo.
Searchers find solutions they need. Advertisers get high ROI.
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A BIG Yahoo! Thank You!