SEO+Ppc Webinar Nov10

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  • 8/8/2019 SEO+Ppc Webinar Nov10

    1/30

    2010 Third Door Media, Inc.

    TheImpactofSearchandOnline

    Marketingon

    Branding:

    ResultsofRecentcomScore Research

    Thursday,November

    4,

    2010

    1PM

    EDT

    Speakers:

    JeremyHull,

    Range

    Online

    Media/iProspect

    EliGoodman,SearchEvangelist,comScore

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    2010Third Door Media, Inc.

    ViewingTips

    TurnOffPopUpBlockers

    Technicaldifficulties?

    ClickonHelp?link

    UseQ+Abox

    Submitting

    questions

    to

    speaker Q+Asessionatendofwebcast

    UseAskaQuestionboxtosubmitquestions

    Sendquestions

    at

    any

    time

    Twitterhashtag #smnow

  • 8/8/2019 SEO+Ppc Webinar Nov10

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    2010 Third Door Media, Inc.

    JeremyHull,

    SeniorAccount

    Leader,

    RangeOnlineMedia/iProspect

    JeremyHullisaSeniorAccountLeaderforRangeOnlineMedia,

    wherehe

    has

    become

    apassionate

    champion

    for

    online

    retailers.

    HeleadsmanyofRange'salphaandbetatestswithGoogle,Yahoo,

    andMSN.

    Hehas

    provided

    campaign

    analysis

    and

    strategic

    direction

    to

    NIKE,

    AccorHotels,Burberry,Timberland,Talbots,andNeimanMarcus

    anditsluxurysubsidiaries,includingHorchowandBergdorf

    Goodman.

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    2010 Third Door Media, Inc.

    iProspect Services Include:

    Natural Search Engine Optimization Paid Search Advertising Management

    Shopping Feed Online Display Advertising Management Global Search Engine Marketing Web Analytics/Attribution Modeling Reputation Management Other Search-Related Services

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    2010 Third Door Media, Inc.

    EliGoodman,

    SearchEvangelist,

    comScore

    EliGoodman

    leads

    the

    business

    development

    team

    for

    comScore's

    Searchdivision,whereheplaysanintegralroleineducatingthe

    Onlineindustryoninnovativemarketingtechniquesandstrategies.

    He

    is

    a

    11

    year

    veteran

    of

    the

    technology

    and

    market

    research

    industry,withexperienceinmarketingresearch,search,online

    media,andevents.

  • 8/8/2019 SEO+Ppc Webinar Nov10

    6/302010Third Door Media, Inc.

    BackgroundandResearchObjectives

    iProspectcommissionedcomScoretomeasuretheimpactofvariousonlinemediaassetson

    consumeropinions

    and

    intended

    behavior.

    Theimpactsofexposuretoorganicsearch,paidsearch,anddisplayadvertising(individually

    and

    in

    combination)

    were

    exploredtodeterminetheoptimalmediastrategy.

  • 8/8/2019 SEO+Ppc Webinar Nov10

    7/302010Third Door Media, Inc.

    Methodology

    2,261Respondents

    February2010

    May

    2010

    TestGroup

    Exposedtoanystandaloneorcombinationof

    DisplayAd,

    Organic

    Search,

    Paid

    search

    ControlGroup

    Notexposedtoanydigitalassets

    Surveybasedresponseswithin30daysofinitialexposure

  • 8/8/2019 SEO+Ppc Webinar Nov10

    8/302010Third Door Media, Inc.

    DigitalAssetBucketsControl

    OrganicSearchImpressions

    PaidSearch

    Impressions

    OnlineDisplayAdImpressions

    Organic+Paid

    Search

    Impressions

    OrganicSearch+OnlineDisplayAdImpressions

    PaidSearch

    +Online

    Display

    Ad

    Impressions

    OrganicSearch+PaidSearch+OnlineDisplayAdImpressions

  • 8/8/2019 SEO+Ppc Webinar Nov10

    9/302010Third Door Media, Inc.

    Methodology

    Resultsanalyzedbothinaggregateandbydefinedverticals

    5defined

    verticals:

    Retail

    Software Banking/Financial

    Hotel

    Insurance

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    Methodology NotableCaveats

    Wedidnottakethefollowinginfluencersintoaccount:

    Sequence

    of

    Exposure Creative/Messaging

    Page/Position/Size

    Frequencyof

    Exposure

    Weweightedatboththerespondentlevel(USPopulation)andtheBrandlevel(controlto

    matchexposed;

    brand

    distribution

    for

    more

    ubiquitousbrands)

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    AgeBase: TotalSample

    age. Whatisyourage?

    gend. Areyou?

    Base:Totalrespondents

    29% 22% 20% 27% 24% 22% 22%

    44%48% 50%

    44% 46% 45% 48%

    27% 30% 30% 29% 30% 33% 30%

    Organic Only Paid Only Display Only Organic + Paid Organic +Display

    Paid + Display Organic + Paid +Display

    18-34 years 35-54 years 55+ years

    (n=158)(n=289)(n=624)(n=135)(n=8,920)(n=349)(n=628)

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    12/302010Third Door Media, Inc.

    GenderBase: TotalSample

    age. Whatisyourage?

    gend. Areyou?

    Base:Totalrespondents

    31% 31% 29% 30% 32%40% 39%

    69% 69% 71% 70% 68% 60% 61%

    Organic Only Paid Only Display Only Organic + Paid Organic +Display

    Paid + Display Organic + Paid +Display

    Male Female

    (n=158)(n=289)(n=624)(n=135)(n=8,920)(n=349)(n=628)

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    HouseholdIncomeBase: TotalSample

    QHHI. Whichcategorybestdescribesyourtotalyearlyhousehold

    incomebeforetaxes? Pleasecombineallincomesforyour

    household.

    26% 23% 26% 20% 26% 24% 32%

    44% 46%49%

    49%49% 46%

    41%

    21% 24% 17% 24% 17% 22% 19%

    8% 7% 8% 7% 8% 9% 9%

    Organic Only Paid Only Display Only Organic + Paid Organic +Display

    Paid + Display Organic + Paid +Display

    Under $25K $25K to $74,999 $75K+ Prefer not to answer

    (n=158)(n=289)(n=624)(n=135)(n=8,920)(n=349)(n=628)

  • 8/8/2019 SEO+Ppc Webinar Nov10

    14/302010Third Door Media, Inc.

    SurveyQuestions Aided&UnaidedRecall

    Whenthinking

    about

    (name

    of

    vertical

    category

    here),

    which

    brands

    come

    to

    mind?

    Haveyouheardofanyofthefollowingbrands(15listed)?

    Howwouldyoudescribeyouroverallopinionsofeachofthefollowingbrands(from

    thoseidentifiedbyrespondentinQuestion2)?

    Inthefuture,howlikelyareyoutovisitthewebsitesofeachofthefollowingbrands

    (fromthoseidentifiedbyrespondentinQuestion2)?

    Inthefuture,howlikelyareyoutopurchaseaproductorservicefromeachofthe

    followingbrands(fromthoseidentifiedbyrespondentinQuestion2)?

    Howwouldyoudescribetheamountoftrustyouhaveineachofthefollowingbrands

    (fromthoseidentifiedbyrespondentinQuestion2)?

  • 8/8/2019 SEO+Ppc Webinar Nov10

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    PollingQuestion1

    Whichofthesebrandingmetricsismost

    importantto

    you?

    a) Brandrecall(aidedandunaided)

    b) Brandfavorability

    c) Likelihoodtovisitbrandssite

    d) Likelihood

    to

    purchase

    from

    brande) Brandtrust

  • 8/8/2019 SEO+Ppc Webinar Nov10

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    BrandingMetricsStudied

    1. Unaidedbrandrecall

    2. Aidedbrand

    recall

    3. Brandfavorability

    4. Likelihoodto

    visit

    brands

    site

    5. Likelihoodtopurchasefrombrand

    6. Brandtrust

  • 8/8/2019 SEO+Ppc Webinar Nov10

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    1.UnaidedBrandRecall

    Exposuretocombinationsoftwoorthreedigitalassetsismuchmore

    impactfulthanexposuretothoseassetsinisolation.

    Owningthesearchresultspagewithbothpaidandnaturallistings

    providesthebiggestliftinunaidedbrandrecall.

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    2.AidedBrandRecall

    OnlyPaidSearchalonedemonstratedsignificantincreaseinaided

    brandrecall.

    Nothinghappensinavacuumthesewere15wellknownbrands.

    Thisresultcouldsignifyevengreateropportunityforsmallerbrands

    inrelationtotheothersurveyquestions.

  • 8/8/2019 SEO+Ppc Webinar Nov10

    19/302010Third Door Media, Inc.

    3.BrandFavorability

    Allthreeexposuretypesalonegeneratedliftinbrandfavorability,

    withpaidsearchaloneprovidinga28%lift.

    Paidsearchplus displaydrovea40%liftfurtherproofofthebenefit

    ofowningthesearchresultspagewithbothpaidandnatural

    listings.

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    20/302010Third Door Media, Inc.

    4.LikelihoodToVisitBrandsSite

    WhilePaidSearchimpressionsaloneproduceda53%lift,the

    combinationof

    Paid

    Search

    +Organic

    produced

    a95%

    lift.

    Organic+Displayalsoproducedastrongliftof32%

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    5.LikelihoodToPurchaseFromBrand

    VerysimilartoBrandFavorabilityresults.

    PaidSearch

    is

    the

    most

    impactful

    of

    the

    individual

    assets,

    with

    a44%

    lift.

    PaidSearch+Organicdrovea73%lift.

  • 8/8/2019 SEO+Ppc Webinar Nov10

    22/302010Third Door Media, Inc.

    6.BrandTrust

    Onceagain

    Paid

    Search

    is

    the

    strongest

    individual

    asset

    (22%

    lift)

    and

    PaidSearch+Organicprovidedthelargestlift(50%).

  • 8/8/2019 SEO+Ppc Webinar Nov10

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    PollingQuestion2

    Whatisyourcurrentmarketingstrategy?

    PrimarilyPaidSearch

    PrimarilyDisplay

    PrimarilySEO

    (organic)

    Evenmixoftwooftheseprograms

    Even

    mix

    of

    all

    three

    programs

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    RetailVertical

    Exposuretopaidsearchimpressions=54%liftin

    likelihoodtopurchase(comparedto44%foraggregate).

    Displayimpressionsdrive5xthelikelihoodtovisita

    brandssiteand 7xthelikelihoodtopurchasethanthe

    aggregate.

    Norealliftsinretailbrandtrustaregeneratedbyany

    digitalassettypes.

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    2010Third Door Media, Inc.

    SoftwareVertical

    Unaidedbrandrecallonlycomesfromacombinationof

    allthreeassets(14%increase).

    Organicsearch,bothaloneandincombination,provides

    thebiggestlifts.

    Organicresultsareoftenviewedasthemostunbiasedofthechannelsstudiedandareheavilyusedtoevaluate

    productsintheBusinesstoBusinessenvironment.

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    2010Third Door Media, Inc.

    Banking/FinancialServicesVertical

    Displayad

    impressions

    are

    the

    only

    asset

    that

    increased

    unaidedbrandrecall,buttheyincreaseitby100%

    OrganicSearch+Displayproducetheonlyliftinlikelihood

    tovisitthebrandssite,brandtrust,andlikelihoodto

    purchase. Incombinationtheyprovide4xtheaggregate

    liftinlikelihoodtopurchase(64%).

  • 8/8/2019 SEO+Ppc Webinar Nov10

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    2010Third Door Media, Inc.

    Hotel/TravelVertical

    Organicsearchplusanycombinationofotherassets

    providefargreaterunaidedbrandawarenessthanthe

    aggregateresults.

    Organic+Displayprovides9xthelikelihoodtopurchase

    thanthe

    aggregate

    results.

    Hotelssawmoreofabrandliftacrossallsingleassetsand

    combinations

    of

    assets

    than

    any

    other

    vertical.

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    2010Third Door Media, Inc.

    InsuranceVertical

    Organicsearchproducesa150%liftinlikelihoodto

    purchase,a62%liftinbrandtrust,anda171%increasein

    likelihoodto

    visit

    the

    brands

    websiteall

    higher

    than

    the

    aggregateresults.

    Organic+Displayprovidesa129%liftinlikelihoodtovisit

    thebrands

    website,

    a46%

    lift

    in

    unaided

    brand

    recall,

    and50%increaseinbrandtrustallhigherthanthe

    aggregateresults.

    Paidsearchprovidedlessliftforinsurancethananyother

    vertical.

  • 8/8/2019 SEO+Ppc Webinar Nov10

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    2010Third Door Media, Inc.

    Summary

    Digitalmedia

    assets

    have

    the

    power

    to

    affect

    brand

    equity

    whetherusersclickonthemornot.

    Paid

    search

    impressions

    have

    the

    greatest

    impact

    on

    brand

    lift,

    bothinisolationandincombinationwithotherdigitalassets.

    Thecombinationofpaid+organicsearchimpressionsproduce

    thestrongest

    brand

    lift

    across

    most

    of

    the

    brand

    metrics

    measured.

    Onlinedisplay

    advertising

    is

    also

    effective

    at

    producing

    brand

    lift,

    butmakesitsstrongestcontributionwhenusedincombination

    withsearchengineresults.

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    Questions?

    http://www.iprospect.com/

    UpcomingSMNwebcast:Tuesday,November9,2010 1PMEST

    MeasuringtheValueofYourSocialMediaMarketing

    http://[email protected]

    http://twitter.com/SMNWebcasts