Paid Search in 2010 - Our Predictions - Net Media Planet
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In a 2010 analysis, predictions highlighted the growing importance of real-time and social search for paid advertising, alongside the emergence of mobile search as a crucial marketing channel. With increased caution among consumers, advertisers are urged to adopt best practices and innovative strategies in paid search to ensure better ROI. Additionally, the integration of online and offline marketing efforts, including social media advertising, was identified as key for capturing consumer attention and enhancing overall campaign effectiveness.
Paid Search in 2010 - Our Predictions - Net Media Planet
- 1. Paid Search in 2010: Our PredictionsSri Sharma. Managing Director11th February 2010
- 2. 1 Prediction OneReal Time & Social Search will make Paid Search more important for Advertisers
- 4. AuthorityTrust >Relevance >
- 5. But natural listings for Advertiser websites are continuing to be pushed down the page
- 6. Consider. . . Audit your SEO activity on a keyword level regularly Have a Paid Search strategy in place to replace lost converting traffic Proactively capture more new traffic sources e.g. content network, social networks
- 7. 2 Prediction TwoMobile Search becomes an important marketing channel in 2010
- 8. Mobile devices growing Smartphone/iPhoneiPadnetbooksmartbook
- 9. Travel searches grew 350% year on year 2008 vs 2009Source: Google UK
- 10. Opportunity of Location Based Search
- 12. Consider. . . Test mobile paid search activity in 2010 Have a competitor response strategy for mobile Click to Call Have specific goals for your mobile campaign Mobile Enablement
- 14. Consider. . . Test mobile paid search activity in 2010 Have a competitor response strategy for mobile Click to Call Have specific goals for your mobile campaign Mobile Enablement
- 16. 3 Prediction ThreeIncreased Pressure on ROI due to Cash Strapped Consumers.
- 17. UK out of recession. . . Uncertainty remains. . . .Consumers spending will remain careful in 2010
- 18. Consider. . . Ensure latest Paid Search best practice and innovation utilised Click Path Analysis and other targeting strategies Advanced Google content network targeting Automation Brand Protection and Competitor Monitoring Test payment linked to performance
- 20. Consider. . . Ensure latest Paid Search best practice and innovation utilised Click Path Analysis and other targeting strategies Advanced Google content network targeting Automation Brand Protection and Competitor Monitoring Test payment linked to performance
- 21. Brand Monitoring & Protection
- 22. Consider. . . Ensure latest Paid Search best practice and innovation utilised Click Path Analysis and other targeting strategies Advanced Google content network targeting Automation Brand Protection and Competitor Monitoring Test payment linked to performance
- 23. 4 Prediction FourSocial Media Advertising will take off in 2010
- 24. 20% of Tweets have brand terms in themSource: Twitter
- 25. Advanced Targeting, Advanced Optimisation, Volume Traffic creates Revenue Potential
- 26. Consider. . .Test Facebook advertising
- 27. 5 Prediction FiveThere will be a greater emphasis on Offline/Online Integration
- 28. Paid Search integrated with TV advertising helps close the deal
- 29. Consider. . . Enable capability for tracking online/ offline Identify KPIs / Measures for success Get online/offline together to be part of the strategic process Test integrated strategies
- 30. Top 3 Takeaways . . . Test mobile search Use best practice and innovation in Paid Search, e.g. Click Path analysis Test Facebook Social Media Advertising platform
- 31. Thank youDo you have any questions?E: sri@netmediaplanet.comT: +44 (0) 203 008 8321Tweet me: @srisharmawww.netmediaplanet.com2009
Editor's Notes
- #7: Make box more prominent.So what are some takeaways, some real actions that we can look to implement:Well, audit your SEO traffic volumes and activity on a keyword level regularly to identify if traffic is being lost. If you are in the retail sector and lets say you are working hard to be in top positions for high vol keywords like ‘lcdtvs’, last night I saw that the first result for was news on the new LG tv from Korean Times. The next 2 were from Twitter. So 1/3 of the SEO results were universal search and real time search.SEO agencies are often paid for arriving at a certain position the page, and this is getting tougher. Obviously lots of other factors contributing to making SEO tougher like Google Caffeine.- Have a PPC strategy in place to replace lost traffic and sales if required.Proactively look to new traffic sources now to avoid an issue later. Content network, Social networks… I’ll be coming onto both in later predictions so we’ll explore those more then.All channels important, SEO, PPC all, but need to be aware closely of impact of one on another.So in conclusion, the prediction again, Real Time and Social Search will make Paid Search more important in 2010.
- #8: Diff imageRead outPauseI was on a debate with Yahoo! And MSN 3 years ago when I got first asked if this would be the year for mobile. I said then 2010.So lets look at why.
- #9: Well,An ‘Always on’ culture is emerging. Searching online anytime, anywhere. When out on the weekend, rather than wait to go home to search for flights to australia (my wife is Australian) I used my wife’s iphone.With the increasing range of internet enabled devices, we as consumers are permanently mobile.