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Search has evolved
It has gone to all sorts of new places
Agenda
Agenda


         What
         Where
         When
What
The new face of search
The new body of search
Agenda
Voice, Gesture, Ambient
Agenda
Beyond the search box
Agenda
Media Types


          Owned
           Paid
          Earned
Agenda
An Alternative View


         Attention
         Intention
           Social
Agenda
Paid Search is social
Agenda
Google+ Pages
Agenda
Google Direct
Agenda
Search by Surfacing
Agenda
Attention Wars in Search
Agenda
Multi-signal, not just social


  Content        Social        Link       Technical   Personal


    Local       Author       Confidence    Topical    Behaviour


  Timeliness   Portability    Factual     Original      Safe
Where
Agenda
Different platforms
Agenda
Search to Site
… but wait?
Agenda




  What if they
    don’t buy
 straight away?
Agenda
Win back their attention
Agenda
Unique retargeting
Agenda
Impact on search terms
Agenda
Search Retargeting
When
Tell me when


 Attention : Early : CPM
  Intention : Late : CPC
  Social : Always : Bank
Agenda
The 2012 challenge
Thanks!

@AndrewGirdwood

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Criteo: Beyond the search box

Editor's Notes

  1. Interesting time in search; companies taking different paths
  2. It’s not all bad
  3. Click through rate optimisation, RDF, mobile as a ranking factor
  4. The senses – smartphoneMarissa Mayer, Google, “Today’s phones are almost likepeople” ; eyes – camera, ears – microphone, skim – touch.
  5. Search sits across all three groups;
  6. This describes the techniques and tactics you might use
  7. You earn these +1s out of the search box. Impact on CTR which Google will not normalise. +1 switching and landing page evolution
  8. Bigmouthmedia + Econsultancy day happening today; most brands don’t think they moved fast enough on Google+These pages connect with your AdWords account.
  9. Brand impact of search. In fact; if consumers learn to do this en mass – how does your web strategy work? Land grab for +keywords.
  10. Google’s related toolbar
  11. Google’s putting PPC ads on the bottom of the SERPS too
  12. Bing: Behaviour, Social, Link
  13. CTR optimisation; annotation
  14. All that hard work.. But what happens if they don’t buy straight awayWith search you can generally afford for them to keep trying; especially SEO since clicks are free – but this is becoming less affordable in PPC.
  15. Most PPC/Search agencies already have budget for a giant display network – Google.
  16. Not “personalised” because it’s anonymous. I like the term “unique”.second bite at the cherry
  17. Fell of the back of a truck -- Encourage brand terms, Navigation and dominant searches
  18. Will https searches harm search retargeting platforms? Is Google being dastardly?