Transcript Search Engine Marketing

An Introduction to
eb.search
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Eyeblaster Overview
Search Engine Marketing
Presenting eb.search & a fully
integrated solution for your online
digital campaigns
Eyeblaster Overview
Eyeblaster Overview
The Global Leader in Digital Advertising
Eyeblaster is the global leader in rich media advertising technology
and the provider of the Eyeblaster Rich Media Platform (RMP)
 Founded in 1999
 15 Offices in 11 countries
 More than 130 employees
 Used by thousands of agencies, publishers and creative shops
 800 live campaign at any given moment
 Serving billion of impression every month
Global Digital Media and Marketing Management
Superior Technology & Expert Service Spanning 13 Countries
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Digital ad serving and campaign management since 1999
Recognized rich media pioneer and digital campaign management leader
Offices in all key digital markets providing 24/7/365 coverage
Eyeblaster Overview
Global Leader in Digital Marketing Solutions
 Pioneer in proving the branding value of online
advertising
 Platform serves billions of ad impressions per month
• More than 15,000 campaigns for premium brands
have run on the platform
 First rich media provider approved by Yahoo!, AOL,
and MSN
• More than 2,500 websites and networks worldwide
support the Eyeblaster platform
 Used by more than 2,500 agencies, publishers and creative shops
worldwide
 International world class network operations
 Winner of multiple awards from organizations including ClickZ, MediaPost,
IAB, and AD:TECH
Eyeblaster’s Customers and Partners
Deep Relationships with Leading Brands, Agencies and Publishers
The Eyeblaster 1999-2004
Innovative Rich Media Solutions Pioneer
Rich Media
 Extended
consumer /
brand
interaction
 Multiple ways
to measure
success
 Greater
response &
conversion
The Eyeblaster Portfolio
Integrated Digital Media Management Solutions That Work
Advertising Campaign Management (ACM) Suite
Rich Media
 Extended
consumer /
brand
interaction
 Multiple ways
to measure
success
 Greater
response &
conversion
Campaign
Management
 Complete
Control
 Workflow
efficiency
 In-depth
reporting
visibility
 Automated
optimization
 Greater ROI
Search
Management
 Centralized
management
across major
engines
 Fully
automated
bid mgmt. to
ROI and CPA
targets
Emerging
Media
Channels
 Expanded
reach
 Gaming
 Mobile
 Dedicated
product
team to
develop and
integrate
Global Support
Services
 Centralized
Global Control
 Local
presence and
foreign market
expertise
What is Search Engine Marketing?
What is Search Engine Marketing?
Search Engine Marketing – A Definition
Search Engine Marketing (SEM) is the
function of submitting and positioning
listings with the major search engines to
attain maximum exposure and return on
investment (ROI) for an advertiser.
Search Engine
Marketing (SEM)
=
Search Engine
+
Optimisation
(SEO)
Pay Per Click
Advertising
(PPC)
Search Engine Optimisation (SEO)
Natural/Organic Listings
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SEO is a process of obtaining high rankings in the search results of a search
engine with the aim to increase relevant website traffic.
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Search engines do not charge for the placement of these listings, also
known as natural or organic listings.
Pay Per Click (PPC) Advertising
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PPC is a form of advertising on Search Engines.
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Sponsored listings
Search Engines charge for of ads that have been clicked on.
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Clearly marked as ‘Sponsored links’.
Why PPC Advertising?
Growth of Search in the past 5 years
Search & Directories ad expenditure in Australia had an
upward growth of nearly 70% in the past year.
69.4%
Source: ABVS Online Expenditure Report April – June 2006
Search Engine Reach v.s. Audience Growth
Search Engines
reach over 90% of
the active online
population.
Source: Nielsen//NetRatings Netview Panel Based Data for Work and Home June 06
Expected Growth of PPC Advertising
Search Advertising (or paid search) revenues are forecasted to
reach $380 Million in Australia by year 2009.
All the more reason to be part of a massively growing media space where
advertisers are investing more money for high return on investment.
Source: Frost & Sullivan Australia – The Paid Search Industry 2006
Main Players in the Australian Market
Approximately 70% market share
Approximately 27% of market share.
Search Engine Properties (AU)
Advertising on both Google Adwords and Yahoo! Search
Marketing also means that ads are shown in their vast network of
search engines and portals.
Search Engine Content Partner Networks (AU)
The opportunity exists to show contextually
targeted ads alongside relevant content on both
Google Adwords’ and Yahoo! Search Marketing’s
content network sites.
How does PPC Advertising Work?
3 simple steps
1. Select a list of keywords that
target consumers/users
searching for information to
your business.
2. Ads are shown on the
Sponsored Listings section of
the search engine results.
3. Drive users who click on the
ads directly to the webpage
that is relevant to the
keyword.
Benefits of PPC Advertising
Benefits of PPC Advertising
High Reach
• Reaching the relevant target audience with contextual and geographical
targeting.
Cost Effective
• Very little initial investment to get started, unlike other forms of media.
• Charged only for actual clicks.
Timing
• Ads are shown to the your audience at the right time with the right message
Measurable
• Results are easily measured to understand the return on investment of PPC.
Immediate
• Self serve paid search campaigns can be live in as little as 24 hours,
• Unlike many other media formats
Controlled & Flexible
• Unlike general search results, Paid Search allows control of the messaging in
their listing and can be started and stopped as seen fit by the advertiser
Targeted Reach - Google’s Geo-targeting Features
Targeting options: ads can be targeted by location
• Regional/Local
• Country
• Global & Customized Targeting
Regional / Local targeting example
• Target ads to an audience that is relative to your business.
• This targeting is useful when its unlikely the advertiser will generate
business from people outside a set geographical area such as a
specific state.
Country Targeting
• Campaigns can also be targeted to 27 countries around
the world.
• Targeting is beneficial for businesses that provide products
to audiences in specific countries.
Countries include (not limited to):
• Cana
• India
• China
• Ireland
• Denmark
• Italy
• Finland
• Japan
• France
• Netherlands
• Germany
• New Zealand
Globalized and Customised targeting
• Not commonly used, but offers highly-specific targeted
businesses a solution to advertise their services without
overexposure.
• Suitable for businesses such as catering services.
Reaching a Wider Audience - Content Match
Users see ads while surfing the web or using applications where the
content is relevant within Google’s or Yahoo! Search’s content network
properties.
There is a choice to opt into the content network for more reach.
Content Matched ads
appearing alongside relevant
content on Gmail.
Cost Effective
PPC Advertising is charged only when a user responds to an ad.
Ads are charged on a cost per click-basis.
Three simple steps from an advertiser’s perspective:
1.
Select keywords that are relevant to the advertiser’s business.
2.
Assign maximum bids to each keyword; the higher the bid, the
higher the position on the search engine sponsored listing results*.
3.
Each time a user clicks on an ad driven by a keyword, the cost per
click price of that keyword will be charged.
Note*:
Google’s Paid Search product
(AdWords), ranks sponsored
results based factors including
bid price and “Quality Score”
Yahoo’s Paid Search product
(YSM) ranks sponsored results
based strictly on bid price
with an entirely visible bid
landscape.
Timing
Ads are seen by users looking to research and purchase.
Reach your audience at the right time, with the right message.
1. Users search
for the
information
related to
your business
or service.
2. Use
eb.search/Google’s
DayPart feature to
schedule your ads to
show during times at
which have proven
to generate most
conversions.
3. RESULT – The user will see your ad as an
answer to their search query. You
have just connected a potential
customer to your business!!
Measurable
The success of PPC advertising can be measured quantitatively,
through the use of eb.search’s technology.
A tracking code can be placed on the lead/acquisition pages, to
measure the return on investment generated by the PPC advertising
campaign.
Using
eb.search
gives the
added benefit
of being able
to track &
assign value to
the last 5 clicks
leading to a
transaction.
Next Generation Search – The Future of Search
Expanding the Search Universe
1. Click to call
3. Local Search
2. Convergent
Technologies
4. Weblogs
Click to Call
Search for a product or service and get connected with the advertiser using
VoIP technology
1. Search: “Refinance”
2. Click on the phone icon.
3. Search Engine connects you to your desired service at no cost
Convergent Technologies
With the emergence of handhelds, mobile 3G technology and easy
access of content via various portable devices, Search will not longer
be limited to your pc.
Seeing the potential of new
technologies, Search engines
have customised their interfaces to
the mobile phone browsers. The
issue of usability still exists.
Seeing the potential, too,
are participating
publishers, such as Real
Estate.com and IM
services. With these
growing trends, it opens
a whole new platform for
search advertising.
Mobile PPC Advertising
“Yahoo had already been testing
mobile sponsored search in Japan and
the U.K. In early September, Google
announced that it was testing a mobile
version of its popular AdWords ad
offering, MediaWeek points out.
Response rates of mobile pay-per-click
ads tend to be higher than online
because of increased relevance and
reduced ad clutter.”
Source: www.marketingvox.com The Voice Online Marketing “Yahoo Launches Mobile Search
Sponsored Listings” 5 October, 2006
Local Search
Currently in Australia, the
search paradigm has shifted
to local search.
TrueLocal users the Leader
Newspaper network’s
classifieds
In the U.S. the market has
moved towards even
more customised local
services, such as
Yahoo!’s real-time
responses for local
search and Google
maps.
Local Search in the Gaining Presence in 06
comScore in another study also found that performing a
local search precedes consumers' taking action: 47
percent of local searchers in 2Q06 said they visited a
local merchant as a result of their search behavior; also,
41 percent made other offline contact and 37 percent
made contact online as a result of conducting a local
search.
About 41 percent of those conducting a local search
searched for something in their home area rather than
information on businesses in locales they intended to visit.
Among those searching in their home area, 59 percent
searched for a restaurant or something entertainmentrelated, such as a theater, theme park or an attraction
for sightseeing; 52 percent searched for a specific
business phone number or address.
comScore defines local search as those that consumers
conduct on the local or directory (Yellow Pages) sections
of leading search sites, and other searches identified as
having local intent.
Source: The Voice of Online Marketing www.marketingvox.com 19/10/2006
Blog Search
With growing popularity – particularly amongst Generation Y – is the WEBLOG,
or ‘blogging’, contextual targeting becomes increasing relevant, where we
can depict communities with a common interest. Marketing responses may
also be identified through Blog searching tools.
However ……
Search Marketing Is Not Easy!
Advertising in PPC Search can be a very daunting task:
 The average company will have a list of over 17k individual keywords
that they are bidding on. Many have tens of thousands.
 To get maximum exposure, an advertiser must run on all of the major
search networks (Google, Yahoo! & MSN)
 The bid landscape, and therefore and advertisers position in paid listings
changes constantly
 Imagine trying to manually manage:
• Tens of thousands of keywords for multiple clients
• Intensely competitive and changing bid landscape
• Global and domestic campaigns across multiple search engines
• Maintaining control over and maximizing your ROI
eb.search Overview
World-leading SEM Technology Partnership
eb.search and BidBuddy
 eb.search is partnered with the world’s first, fully integrated search
engine campaign management system – BidBuddy
 Robust, proven technology with 6 years of development
 $250mm of PPC business in 2006
 98% client retention rate
 Tried and true, world-class SEM technology solution is now an
integrated part of Eyeblaster
 Confidence in technology, support and service
 Designed to deliver you maximum traffic volumes while ensuring that you
get the best value from your budget
 Fully integrated features from keyword research to budgetary reporting of
results to provide you with the right volumes at the optimum value
eb.search Overview
Leading Edge Technology
 First to market in 1999, the BidBuddy suite is a robust and proven Search
campaign management and comprehensive reporting suite
 EB.Search uses officially-approved Search Engine APIs to gather cost data,
including Google, Yahoo & MSN
 EB.Search has a proprietary redirect tracking system ensuring near to 100%
data accuracy
 EB.Search actually changes bid-prices reducing costs by up to 30% and it
can close-the-loop by managing to specific CPA or ROAS targets
eb.search Overview
Used By Top Marketers World-wide
Introduction
Key advantages
 Comprehensive live bid landscape with API connections to Yahoo!,
Google and MSN
 Keyword de-duplication, Thesaurus, misspelling suggestions and 2nd
stage interrogation
 Fully-automated, non-stop optimization of budget in line with CPA
and ROI targets
 ACM integration provides:
 Tracking and sales reporting de-duplication
 Path to conversion visibility across display and search
 Greater understanding of the interplay between search and display >>>
better optimization
eb.search Overview
Secret Weapons
Competitive Advantages
 Advanced keyword research tool
 Find more specifically relevant, less expensive keywords
 Efficiently expand targeting and reach, lower CPA, greater ROI
 Streamlines keyword research process
 Weighted click optimization and reporting
 Better understand the relative value of keywords in user conversion path
 Superior visibility allows more effective campaign management
 Assign greater value to keywords in conversion path
 Ability to add offline sales data
 Gain a complete picture of true conversion of activity
 More accurate measurement of CPA and ROI
eb.search Overview
Nuts & Bolts
System & Support
 On site training and account set-up
 Account manager assigned for day-to-day support
 Officially approved API connections to Google, Yahoo! & MSN
 Proprietary redirect tracking system provides near 100% data accuracy
 98% system up-time, 24/7/365 monitoring
 Configurable for multi-level security – control access as required
 Integrate with 3rd Party Databases
 Zero Client Install, browser based
 Can be customized & white labelled to carry agency brand
eb.search Overview
Bottom-line advantages
Total Control 24-7-365
 Centralized, comprehensive, “at a glance” visibility into all live
campaigns, competitive bid landscapes
 Allows for quick, easy decision making and efficient use of time
 Unique features providing greater control and visibility
 Gain competitive advantage with respect to campaign efficiency
through keyword research tool, weighted click feature, ability to append
off-line sales data and day parting
 Unique % of spend vs. CPC cost structure
 Even distribution of cost across keywords, bid rates and campaign budget
 Less expensive, more robust
eb.search Overview
Better Results
Benefits across the board
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Save Time
Manage keywords, bids and reports across all search engines in one place
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Greater ROI
Automate bid management to reach CPA targets

Smarter Decisions
At-a-glance view of competitive landscape and granular control

Proven, Reliable and Scaleable
PPC management for major brands globally since 1999

Comprehensive Visibility
Reporting & tracking across engines and across display + search

Save $
Highly competitive, predictable cost structure further increasing ROI
Introduction
Key features
 eb.search eliminates the complexities of search bid management by
providing solutions to manage multiple campaigns across geographical
markets, for all the major engines in one easy-to-use interface
 Simple and user friendly keyword bid management
 Powerful keyword research tool
 ROI Tracking, automatic optimization and reporting
 Stand-alone or integrated with Eyeblaster ACM display ad server
The Right Technology for Success
One-stop shop
Our proprietary EB.Search Suite provides a one-stop shop for all aspects of paid
search marketing
eb.search PPC
 The first Pay-Per-Click (PPC) search management service in the world and
the first to be approved, licensed and accredited by all major global search
engines
 EB.Search PPC bid management is designed to deliver you maximum traffic
volumes whilst ensuring that you get the best value from your budget
 Our system manages the whole process from keyword research through to
budgetary reporting of results to provide you with the right volumes at the
optimum value
Benefit: fully-functional strategic management of all search engines campaigns
from a single interface, streamlining
processes and enabling superior optimisation
eb.search PPC
An example of EB.Search PPC, showing multiple strategies for multiple search
engines in a single interface
eb.search ROI
 Tracks the effectiveness of all online marketing campaigns.
 Provides comprehensive real-time ROI tracking with cost per sale analysis by
provider, referrer and keyword
 Enables you to assess the cost and performance of each campaign and so
adapt your online marketing strategies and budget accordingly
 Full access and visibility of your campaign online
Benefit: you gain 20:20 vision of your campaign to enable
you to make the right decisions and act on them to maximise
performance against your objectives.
eb.search ROI
An example of EB.Search ROI showing Keyword-Specific ROI & sales data
eb.search CPA
 The most advanced real-time Cost Per Acquisition (CPA) management
solution in the industry
 Enables you to:
 continually calculate costs
 immediately adjust target spending
 manage campaign budgets and benefit from a highly controlled
marketing spend
 Only effective way to manage thousands of keywords across all the engine
Benefit: fully-automated non-stop optimisation of your
advertising spend - the most effective ROAS and budget
management system available.
Keyword Research
Utilizing search term suggestion tools
Weighted Clicks
Track and assign value to multiple clicks
leading up to a transaction
Referrer report
Visibility in traffic origin
Identification of potential
fraudulent clicks
USP’s
Flexible and Fully Integrated
 EB.Search is a zero client installation – no software is needed
 EB.Search can be customised and white labelled
 EB.Search is configurable for multi level security access
 EB.Search can be fully integrated with 3rd party data systems for deeper ROAS
analysis
 EB.Search is integrated with Eyeblaster ACM for cross media campaign
management, analysis & optimisation.
USP’s
Heritage and Resources
 6 years and over 120,000 hours of development in conjunction with The
Search works; Europe’s largest and best search agency.
 26 Full Time Staff with over 100 years of development experience.
 Capacity For Growth; our management team have worked at businesses as
diverse as Yahoo!, Microsoft, Foviance, Mindshare, Air Miles and Securicor
 Search Technology Built For Intermediary Businesses. – Our Tools have been
built by search specialists for search specialists
USP’s
Client Services
 Of significant value to our clients throughout the world is our Client Services
team, available on site or remotely for training, implementation, consultancy
& support services.
 Each eb.search account will have a dedicated local Account Manager
available 9am to 6pm.
 Second Tier support centre is staffed with people with agency experience –
we offer strategic as well and technical advice & support.
 Streamlined process minimises administrative work for the client, a significant
differentiator from competitors.
USP’s
Integration with ACM
 Tracking and Sales de-duplication of PPC and Display advertising.
 Unified tracking Pixel for post click activity (only one tag shared by both
systems).
 Data analysis integration (better understanding of the relation between PPC
campaigns and display campaigns => optimisation improved).
Benefit: single platform to combine the processes of both search
and display campaigns, enabling marketers to easily and effectively
manage their digital marketing needs across the digital landscape.
Thank You!