Overture OME Conf

Information about Overture OME Conf

Published on March 27, 2008

Author: Samuel

Source: authorstream.com

Content

Slide1:  Company confidential – do not circulate Overture Search Marketing Juan Carlos Fernandez – Managing Director Overture Spain OME - 23 June 2005 Agenda:  Agenda The Search Marketplace Overture : Fast Facts Overview of Model Content Match Internet Penetration Worldwide:  Internet Penetration Worldwide *PriceWaterhouseCoopers, July 04 **Economist Intelligence Unit, Nov04 ***Int'l Telecommunications Union, latest figure available is 2003 ****eMarketer, Feb05 *****Economist Intelligence Unit, May04 ******Economist Intelligence Unit, Oct04 Population: CIA World Factbook, July 2004 est. Internet, the 5th media :  Internet, the 5th media Advertising Investments on Internet * in million euros In 2004 Internet advertising in Spain reached 20,1% of total advertising expenditure, which represented a 670% annual growth* 2003 * Fuente: PWC – IAB 2004 20.1% 2004 +670% Search as a marketing tool:  Search as a marketing tool Consumers use search more than any other Internet application except e-mail 1 85% of EU users first discover Web sites through search engines 2 70% of all e-commerce transactions originate from a search query 3 Search engines are the best way for customers to find businesses: 1 – Jupiter Research report, Sept. 2002; eMarketer Interactive Marketing report, Nov. 2002 2 - Graphics, Visualization & Usability (GVU) Center User Study 3 – Forrester/IAB Advertising Investments and sponsored search:  Advertising Investments and sponsored search Source : PriceWaterhouseCoopers, IAB, sept 2004 The sponsored search have represented 40% of the online advertising investments in the United States during the 1st semester 2004 The sponsored search have represented 39.5% of the online advertising investments in the United Kingdom in 2004 Rising Investments in the United States…:  * eMarketer, Search Engine Marketing, Feb. 2005 Evolution of the sponsored search market in the USA : 7,4 billion dollars in 2008 * (in billions) Rising Investments in the United States… Everything as it is in Europe….:  Everything as it is in Europe…. * Forrester, Europe’s Search Engine Marketing Forecast, 2004 to 2010, Mar 05 Evolution of the sponsored search market in Europe : 2,6 billion euros in 2010 * (in billions) ….and in Spain as well:  ….and in Spain as well * Forrester, Europe’s Search Engine Marketing Forecast, 2004 to 2010, Mar 05 Evolution of the sponsored search market in Spain : 24,8 million euros in 2010 * (in million Euros) 7,5 % of total online advertising in 2010 Travel Trends 2005:  Travel Trends 2005 By 2009 customers will spend 70% of their budget online. A 269% increase from 2004 Source: 2004 Forrester Research Agenda:  Agenda The Search Marketplace Overture : Fast Facts Overview of Model Content Match Fast Facts:  Fast Facts Mission: ‘Deliver the right advertising to the right user at the right time and for the right price anywhere in the world and on any digital device’ Founded in 1997 in Pasadena, CA, USA Invented Pay-for-Performance™ search marketing, a new way for web companies to drive traffic to their site Over 100,000 active, paying advertisers worldwide 1,500 employees with offices in: Pasadena, California, USA [HQ] San Francisco, USA New York, USA Tokyo, Japan Seoul, Korea Sydney, Australia Dublin, Ireland [Int’l HQ] London, United Kingdom Munich, Germany Paris, France Milan, Italy Amsterdam, Netherlands Madrid, Spain Stockholm, Sweden Overture’s Global Marketplace :  Q4 ‘00 Q4 ‘02 Q3 ‘02 Q1 ‘02 Overture International Market Launches Q2 ‘03 Q1 ‘04 Q3 ‘03 Q4 ‘04 1H’05 Next Launches Overture’s Global Marketplace Q1 ‘05 UK DE FR HK CABRTW AUFI SEDKNL AT CHNLES IT KR JP CN Overture Europe: where are we?:                                                                         Overture Europe: where are we? Agenda:  Agenda The Search Marketplace Overture : Fast Facts Overview of Model Content Match Slide16:  A new model of on-line advertising The user makes a query Algorithmic results Sponsored link : Title Description URL Advertisers list Overview of model:  Overview of model “Deliver the right advertising to the right user at the right time” Partners = Demographic Awareness Users Media Drawn to Content Customer proposition Relevancy Revenue Objectives Advertisers Online Offline Agencies Resellers Conversions Branding Results Goals Objectives Overture Powerful Engine Continually Optimizing Partner & Seller Targeting Offers Sponsored search Content Match Site Match* Local Match** Measure, Tune, Refine Measure, Tune, Optimize What is Sponsored Search?:  What is Sponsored Search? Paid Placement Search (Sponsored Search) brings together a consumer searching for a particular product or service with a business advertising that product or service in search results Overture Network Some of our main European partners:  Overture Network Some of our main European partners Overture Network European Reach :  Overture Network European Reach * Nielsen Netratings March ’05 More than 81% of Spanish internet users* ** Nielsen Netratings Oct ’04 *** Nielsen Netratings Jan’05 74% of Swedish internet users* Reaches majority of Austrian and Swiss internet users**** ****Nielsen//NetRatings Jan-Mar 04 Slide21:  Overture Spanish Network : more than 81% internet users Precision Match: 200 million searches Content Match: 150 million page views The Paid Search Performance Triangle:  The Paid Search Performance Triangle Travel – Account Optimisation and Best Practices:  Travel – Account Optimisation and Best Practices Concentrate on products where you make money This may sound obvious, but make sure your focus is on destinations or products which provide the best yield. Once you have identified your focus, list on as many relevant terms as possible Measure and optimise your terms by closely tracking all conversions and adjust bid prices according to CPA targets Margins are narrow for Travel – make your terms count and don’t pay more than you need to Categorise your account by destination, product group and performance to allow you to manage your campaign easily and effectively Pay close attention to seasonality Search volume can double from month to month (e.g. Dec – Jan) so make sure budget is in place to capture the maximum number of leads to your site. Time offline for you means more bookings for your competitors Travel – Account Optimisation and Best Practices:  Travel – Account Optimisation and Best Practices Look out for seasonal campaigns sent out by your account manger E.g. Valentines breaks terms, last minute deals (August/September), or skiing terms. These terms have a short shelf life but convert well - due to the lower number of advertisers bidding and a high degree of relevancy to the user Optimise your copy regularly Use it to message special offers (e.g.. free travel insurance) to the user. Make your copy stand out from the crowd by reflecting your USP Make sure your Title and Description (T&D) copy is consistent with the content on your site If a user sees “Holidays from £99” in your Title make sure this is reflected on your site or risk losing the user Always reflect the user’s search query in your T&D copy Deep link to relevant content Travel site homepages are often complicated and can be confusing. If a user is searching for “holiday in Spain”, send them straight to the content Slide25:  Tools to position each campaign Some of our 100,000 global advertisers:  Some of our 100,000 global advertisers Agenda:  Agenda The Search Marketplace Overture : Fast Facts Overview of Model Content Match Overture’s Suite of Search Marketing Products:  Overture’s Suite of Search Marketing Products Products Bid to receive premium placement on the search results page Places search results on relevant content-based pages of distribution partners Sponsored Search (ex Precision Match) Content Match Content Match:  Content Match Content Match:  Content Match The Future of Search:  The Future of Search Performance and ROI will remain key factors in determining any campaign Contextual Advertising Localisation will become paramount for SMEs New platforms e.g. Mobile Personalisation Slide32:  Company confidential – do not circulate Thanks ! [email protected]

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