Search Marketing

Marketing Upside Down

How online search is turning marketing on it’s head

What is Search Marketing?

Kids drum sets

$$

Consumers

The Old Way:

Marketer

A Marketer…Identifies a market,

ConsumersConsumersConsumersConsumersConsumers

The Old Way:

Marketer


Chooses target customers

ConsumersConsumers

The Old Way:

Consumers

Marketer


Chooses target customers,Learns their needs

ConsumersConsumers

The Old Way:

Consumers

Marketer


Chooses target customers,Learns their needs,

Crafts a message

=

ConsumersConsumers

The Old Way:

Consumers

Marketer



Crafts a message,

=

Learns their media preferences

ConsumersConsumers

The Old Way:

Consumers

Marketer



Crafts a message,

=

Learns their media preferences,

And delivers the message.

ConsumersConsumers

The Old Way:

Consumers

Marketer



Crafts a message,Learns their media preferences,


So when the need arises

ConsumersConsumers

The Old Way:

Consumers

Marketer



Crafts a message,Learns their media preferences,


So when the need arises,The marketer’s product comes to mind.

The New Way:

ConsumersConsumersConsumers

Marketer Consumer

A Consumer…

Expresses a product need,

Marketer?X$

Sales Person

To a Sales Person

$

Sales Page

The New Way:

ConsumersConsumersConsumers

Marketer Consumer

A Consumer…

Expresses a product need,

To a Sales PersonWho sells the product.

$

“Lookingforness”

Unprecedented drop in acquisition cost

1/50

Good, but not perfect.

The Old Way The New Way

Search Marketing In Two Words:

Data Language

A Day of GPSgps magellan (4.15%) garmin gps (1.91%) palm gps (1.52%) gps review (1.51%) gps receiver (1.34%) gps watch (1.06%) TIMEX gps (0.90%) pda gps software (0.84%) casio gps watch (0.78%) gps receivers (0.77%) gps systems (0.76%) magellan gps handspring (0.74%) laptop gps (0.73%) gps m navman series (0.72%) delorme earthmate gps receiver (0.71%) automobile gps navigation system (0.68%) gps navigation system (0.67%) gps tracking (0.65%) auto gps system (0.60%) gps for palm (0.59%) delorme earthmate gps (0.59%) gps for cars (0.59%) Magellan gps (0.58%) gps software (0.57%) used gps (0.56%) magellangps (0.54%) gps laptop receiver (0.52%) copilot gps (0.49%) cellular gps phone (0.49%) car gps (0.49%) gps phone (0.46%) gps wrist watch (0.46%) Delorme gps (0.46%) car gps system (0.45%) gpsmap (0.44%) lowrance gps (0.44%) Hand held gps (0.43%) gps system (0.43%) garmin aviation gps (0.43%) gps reviews (0.43%) gps navigation (0.41%) earthmate gps (0.41%) aviation gps (0.40%) hand held gps system (0.38%) garmin gps 125 (0.38%) garmin hand held gps (0.37%) palm gps software (0.36%) automotive gps (0.36%) navman gps 500 (0.35%) gps auto navigation (0.34%) pda gps (0.34%) gps global positioning system (0.34%) earthmate gps receiver (0.33%) IPAQ gps (0.33%) gps for ipaq (0.32%) garmin vista gps (0.32%) gps mobile phone (0.32%) gps pda (0.31%) gps palm (0.30%) distance gps speed timex (0.30%) magellan meridian gps gps receiver (0.02%) lowrance gps devices (0.02%) garmin etrex vista gps receiver (0.02%) gps track system (0.02%) color garmin gps iii streetpilot voice (0.02%) bc 307 gps (0.02%) car gps in navigation system (0.02%) gps III plus (0.02%) gps for tungsten w (0.02%) gps coordinates (0.02%) gps bluetooth (0.02%) garmin streetpilot gps (0.02%) garmin map 76 gps (0.02%) garmin gpsmap 2010 gps receivers (0.02%) whistler gps (0.02%) sanyo gps (0.02%) buy gps (0.02%) pgpsoftware (0.02%) magellan meridian gold gps receivers (0.02%) magellan gps 300 (0.02%) lowrance ifinder plus gps devices (0.02%) lowrance ifinder gps receivers (0.02%) haicom gps (0.02%) gpsmap 2010 (0.02%) antenna antenna gps (0.02%) gpsmap 162 (0.02%) gps vehicle navigation (0.02%) car gps systems (0.02%) gps navigators (0.02%) gps navigator pharos pocket (0.02%) gps cell phone (0.30%) gps navigator (0.30%) portable gps (0.29%) gps fish finder (0.29%) gps antenna (0.29%) gps garmin (0.29%) magellan gps software (0.28%) navman gps (0.28%) gps maps (0.28%) auto gps (0.28%) marine gps (0.27%) gps dell axim (0.27%) megellan gps (0.27%) garmin gps 40 (0.27%) gps devices (0.26%) tom tom gps (0.26%) personal gps (0.24%) magellan gps companion (0.24%) gps ipaq (0.24%) gps navigation software (0.24%) cf gps (0.24%) gps (0.00%) car navigation systems gps review (0.00%) gps hiking reviews (0.00%) cf gps software (0.00%) vista gps reviews (0.00%) gps epinions (0.00%) waterproof mapping gps handheld (0.00%) what is the best handheld gps on the market (0.00%) where cqn i find a handheld gps with waas (0.00%) where to find garmin gps etrex personal navigator (0.00%) gps discounters (0.00%)

1,293 permutations in a single day

No permutation with more than 5% of volume

747 (57%) single instance

What is this?

• Patriotic rug• Round rug• 36” rug• Braided rug• Beaded rug• Welcome mat• Cotton rug• Washable rug• Bath Mat• Bathroom rug• Theme rug• Red White and Blue Rug• American Rug• Flag Rug• Stars and Stripes rug

Thank You

;)

Keyword distribution

Keyword Percentile

1

100

Pe

rce

nta

ge

of

To

tal

Qu

eri

es

1

16

Cu

mu

lati

ve

Pe

rce

nta

ge

100

1

50 / 20

16 / 1

80 / 60

webcam infraredtelevision 32 inchsushi platemultimedia storagehadley furnitureback up camerastriper fishingrv toiletsottomans leatherkyocera mita printersgolf ball picturecasket pricesbuy azaleasclay piperadio microphonefan pullchaise lounges indoorpacemaker batteriesmarble top console tablescomforters and duvetsshrimp saucegas weed eatershp ze4000nylons for menkaraoke microphonesglass tub doorsbuy a clarinetdorm room rugsfinger oximeter hot butter sunglasses

The Battle For Customers

Google is now…

Worth $165 billion dollars in market capitalization

The fastest growing 4 year old public company in history

3 times for valuable than Disney

11 times more valuable than GM

Leading the fastest growing segment of marketing

155% annual sales growth over last 5 years

Business

Search Marketing