We can see a rise in terms that indicate that consumers are looking for good deals and are also having financial concerns. Terms such as βnew dvd releasesβ have witnessed significant growth indicating that consumers are spending more time at home and looking for more economical forms of entertainment. Retail query growth is up 35%, however: Free delivery (40% YoY)Printable coupons (100% YoY)Discount vouchers (40% YoY)New dvd releases (50% YoY)Safe savings (100% YoY)Cheap loans(20% YoY)Source: Google insights for search John Lewis: Online +30%, overall 1% β 10 weeks to end 10 October 2008: John Lewis siteNext Directory: 60% of orders now online β September 08 β Next corporate siteArgos: Online check & reserve grew 50%, ecommerce a further 21% of sales β July 2008 β Internet Retailing July 2008Amazon: +41% YoY H108 β Amazon press release July 2008Marks and Spencer: Online +34%, overall +0.4% - M&S Press release 27 September 20078<number>
We are encountering an economic slowdown:Petrol prices are up 24%, food prices are up 10.6% and house prices have dropped 8.1% (Change in prices June 2007 to June 2008 BBC News)Sales of new cars down 21% on September last year (Society of Motor Manufacturers and Traders) <number>
Facing a downturn the best performing companies open up more of a performance gap over their competitors than during more buoyant economic conditions.They do this by continuing invest selectively in the best growth opportunities, ensuring they keep driving profitable areas hard and being rigourous about cost management. In doing this they build capabilities which sustain success in the future. βThereβs never a better time to steal market share than in a recession. In the Great Depression, W K Kellogg continued marketing his cereals as all his rivals were cutting back; in doing so, he pulled ahead of Post Cereals in sales, a change that has never been reversedβ (Advertising on the Edge, The Economist) 4
This time the downturn is different. Weβve never witnessed a downturn in a digital economy. GLOBALThere are 1.3 billion people online worldwide, representing nearly 20% of the worldβs population. [Source: internetworldstats.com, Dec 2007]<number><number><number><number>
Thereβs no stopping UK consumers in digital adoption and the UK consumer is out in front: By 2012 43 million people will be online each month, representing nearly 70% of the UK population.[Source: eMarketer, βUK Internet Users and Usageβ, Feb 2008]In the UK people spend more time online than residents of any other European country with an average of 33 hours per month online, visiting 3,252 pages.[Source: comScore World Metrix
This is a world where broadband has rapidly become a must-have. In the UK, 90% of people moving house say that they must have broadband immediately in the first month! 90%! About the same proportion say they can live without their microwave for that month. [Source: The Guardian May 2007 (1,700 people by tickbox.net for Eclipse Internet)]
Itβs evident from these statistics that during more troubled financial times people are turning to the internet either to find bargains /compare prices before they βhit the shopsβ or are purchasing online as they know thatβs where the best deals are found. 80% of internet users compare prices and options: Harris Interactive βDigital Influence Indexβ, Jun 20083/4 shoppers compare prices online before visiting the lowest price store: The Retail Bulletin, βConsumers seek out promotions than they were 12 months ago, Jun 200830% more actively seeking promotions than last year: Internet Retailing βI want to buy some cheeseβ, Feb 2008Online retail spend was up 38% YoY in H1 2008: IMRG Cpagenini e-Retail Sales Index, Jul 2008
Search acts as a barometer for what is on peopleβs minds and we are lucky at Google to be able to see the current trends and fastest rising terms.
When we look at UK results we can see the rise in key terms including:Petrol pricesSafe savingsGas pricesSearch is acting as a barometer for whatβs on consumersβ minds.
Search engines are considered more useful than personal recommendations when researching or considering products or services Search has become more important than word of mouth when researching products or services. Also 49% of online shoppers have changed their mind about which brand to buy following research on the web [Source: EIAA Study βNet Purchase Powerβ, Jan 2008] In addition to looking for products and services:68% of UK online users find health and medical information online [Source: eMarketer βsearch Activities Conducted Online according to Internet Users in Britain 2007β42% of European internet users access news online [Source: Jupiter Research βOnline News: Where to Successfully Engage Young Europeansβ, May 20008]<number>
Search Marketing can be a cost effective means for building your brand during a downturn. Recent research we conducted in the automotive sector indicates that a significant proportion of people discover new brands and models when researching online. You need to be present when consumers are making these decisions. <number><number>
SpΓ³jrzmy na branΕΌΔ technologicznΔ w szczegΓ³lnoΕci telefony komΓ³rkowe gdzie zauwaΕΌyΔ moΕΌna duΕΌΔ koncentracjΔ zakupΓ³w przenoszΔ cΔ siΔ online.MoΕΌna zauwaΕΌyΔ ΕΌe konsumenci szukajΔ bardzo intensywnie[CLICK]PrzeciΔtnie, przed zakupem konsumenci wyszukujΔ 8.5 haseΕ zwiΔ zanych z telefonami komΓ³rkowymi odwiedzajΔ 6 stron o telefonach komΓ³rkowych a proces zakupowy zajmuje im prawie 30 dni. [CLICK]SpΓ³jrzmy wiΔc na przykΕad osoby ktΓ³ra zbieraΕa duΕΌo informacjiSource: Comscore, October 2008. Understanding the Online UK retail Consumer β Mobile PhonesAnaliza procesu zakupu telefonΓ³w komΓ³rkowych u przykΕadowego konsumentaCO jest interesujacego w tym przykΕadzie?DΕugoΕΔ procesu zakupowegoβ wyraΕΊnie oznacza on, ΕΌe konsumenci dΕugo rozwazaja decyzje o zakupie, co dla reklamodawcΓ³w oznacza, ΕΌe powinni oni byΔ widoczni ciΔ glei zapewniΔ ΕΌe ich technologie Εledzenia konwersji pozwalajΔ na to, ΕΌeby zarejestrowaΔ zakupy tak odΕoΕΌone w czasieKonsument w naszym przykΕadzie wyszukiwaΕ 20 rΓ³ΕΌnych haseΕ zwiΔ zanych telefonami komΓ³rkowymi i odwiedziΕ 40 rΓ³ΕΌnych stron internetowych Konsument zmieniΕ zdanie co do marki i zamiast kupowaΔ u poΕrednika zakupiΕ telefon bezpoΕrednio od operatora.InteresujΔ ce jest ΕΌe zaraz przed dokonaniem zakupu uΕΌytkownik dokonaΕ jeszcze ostatniego wyszukiwania ogΓ³lnych haseΕ w celu sprawdznia czy pojawiΕy siΔ jakieΕ ciekawe okazje odiwedziΕ rΓ³wnieΕΌ stronΔ konkurencyjnego operatora. To jest jedynie jeden przykΕad podrΓ³ΕΌy uΕΌytkownika, nie moΕΌna generalizowaΔ na podstawie jednego przykΕadu. WaΕΌne jest jednak aby daΔ sobie sprawΔ, ze konsumenci krΔ ΕΌa po internecie, iΕΌe kaΕΌdy przypadek jest inny. Dla PΔ Εstwa jako reklamodawcΓ³w najwaΕΌniejsze jest to aby zapewniΔc ΕΌe wszystkie bazy sΔ pokryte, bo nieobecnoΕΔ na ktΓ³rymkolwiek etapie procesu zakupu moΕΌe oznaczaΔ ΕΌe reklamodawca traci w miejscu najbardziej istotnym dla podejmowania finalnej decyzji. Istotne jest rΓ³wnieΕΌ aby Reklamodawcy inaczej podchodzili do miernikΓ³w sukcesu na tych rΓ³ΕΌnych etapach procesu decyzyjnego.
It is clear to see the importance of having a strong SEM strategy combined with a solid SEO strategy in order that advertisers maximise their real-estate on the page when consumers are looking for them. This double pronged approach results in a significant brand uplift.
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Reach your audience more effectively and find the sites that they are more likely to be on.You can define very niche audiences and find relevant sites β small and large β which would otherwise be hard to reach. Actual aggregate user surfing patterns guide the site recommendations, as opposed to matching audience by content.
SkutecznoΕΔ miejsc docelowych: raport ten pozwala sprawdziΔ ktΓ³re strony naszej sieci partnerskiej przynoszΔ dla PaΕstwa np. najwiΔkszy wspΓ³Εczynnik konwersji, co pozwala na np. odpowiednie dopasowanie stawek dla tych stron, dziΔki czemu reklamy na tych stronach mogΔ uzyskaΔ jeszcze wiΔkszΔ ekspozycje i przyczyniΔ siΔ do podwyΕΌszenia tego wskaΕΊnika.SkutecznoΕΔ kampanii: Raport ten pozwala sprawdziΔ procentowo, ile razy wyΕwietlane byΕy PaΕstwa reklamy w stosunku do ΕΔ cznej liczby wyΕwietleΕ do ktΓ³rych paΕstwa reklama kwalifikowaΕa siΔ do wyΕwietlenia. Ponadto Raport ten pozwala oceniΔ przyczyny utraty okreΕlonej liczby wyΕwietleΕ- czy reklama utraciΕa zatem wyΕwietlenie za wzglΔdu na jej pozycjΔ poniewaΕΌ ranking reklamy nie byΕ wystarczajΔ cy do jej umieszczenia na pierwszej stronie wynikΓ³w wyszukiwania a moΕΌe reklama nie wyΕwietliΕa siΔ ze wzglΔdu na bieΕΌΔ ce ustawienia budΕΌetuTo narzΔdzie daje zatem moΕΌliwoΕΔ identyfikacji PaΕstwa potencjaΕu, popytu na usΕugi/produkty jakie oferujecie a dalej i odpowiednie dopasowanie dziaΕaΕ reklamowych.Aby uzyskaΔ wspomniane statystyki W sekcji Typ raportu naleΕΌy wybraΔ raport SkutecznoΕΔ kampanii a nastΔpnie w sekcji Ustawienia zaawansowane naleΕΌy zaznaczyΔ opcje udziaΕ w wyΕwietleniach, Utracony IS (pozycja), utracony IS budΕΌet.SkutecznoΕΔ wyszukiwanego hasΕa: raport ten pozwoli PaΕstwu zidentyfikowaΔ dokΕadne zapytania jakie wywoΕujΔ PaΕstwa reklamΔ a dalej odpowiednio rozszerzyΔ PaΕstwa listΔ sΕΓ³w kluczowych oraz dodaΔ negatywne sΕowa kluczowe by poprawiΔ wspΓ³Εczynnik konwersji czy teΕΌ jakoΕΔ samej reklamyOptymalizator konwersji: ; Optymalizator konwersji to funkcja programu AdWords, ktΓ³ra umoΕΌliwia zarzΔ dzanie kosztami reklam na podstawie okreΕlonych celΓ³w konwersji. Reklamodawca ustawia zatem maksymalny koszt CPA, a Optymalizator konwersji bΔdzie monitorowaΕ i korygowaΕ ceny ofertowe CPC zgodnie z zaΕoΕΌonym, docelowym CPA. GΕΓ³wne wymagania aby skorzystaΔ z tej funkcji to oczywiΕcie wΕΔ czone Εledzenie konwersji AdWords oraz dana Kampania musi uzyskaΔ co najmniej 50 konwersji w ciΔ gu ostatnich 30 dni. ZachΔcamy rΓ³wnieΕΌ do zapoznania siΔ z historiami sukcesu w naszym centrum pomocy AdWords w sekcji dotyczΔ cej optymalizatora konwersji.Google Analytics- narzΔdzie ktΓ³re pomoΕΌe PaΕstwu w polepszenie wskaΕΊnika konwersji, liczby rejestracji itp. Nie tylko dla ruchu internetowego przychodzΔ cego z AdWords.<number>
SEO- dziaΕania zmierzajΔ ce do osiΔ gniΔcia przez dany serwis internetowy jak najwyΕΌszej pozycji w wynikach wyszukiwania wyszukiwarek internetowych dla wybranych sΕΓ³w i wyraΕΌeΕ kluczowych SEM- Search Engine Marketing, czyli marketing w wyszukiwarkach - ogΓ³Ε dziaΕaΕ promocyjnych (kampanie linkΓ³w sponsorowanych, pozycjonowanie i optymalizacja stron WWW), ktΓ³re majΔ na celu uzyskanie jak najlepszych pozycji serwisu w (zarΓ³wno naturalnych, jak i pΕatnych) wynikach wyszukiwania, na wybrane sΕowa / frazy kluczowe wpisywane przez uΕΌytkownikΓ³w w zapytaniu do wyszukiwarki. ProszΔ panstwa okazuje si e zatem , ze najlepsza strategia jest strategia poΕΔ czenia wysiΕkΓ³w w zakresie zarΓ³wno SEO jak i SEM.Zacznijmy moΕΌe zatem od SEM. W zaleΕΌnoΕci od rankingu reklamy mogΔ byΔ wyΕwietlane na wyΕΌszych pozycjach. Stawki sΕΓ³w kluczowych to tylko jeden z wielu uwzglΔdnianych czynnikΓ³w. Trafne reklamy sΔ wyΕwietlane na wyΕΌszych pozycjach w zaleΕΌnoΕci od ich Wyniku JakoΕci. OgΓ³lnie wiΔksza liczba uΕΌytkownikΓ³w klikajΔ cych reklamΔ podczas wyszukiwania sΕΓ³w kluczowych (czyli lepszy wspΓ³Εczynnik klikalnoΕci) oznacza wyΕΌszy Wynik JakoΕci i wyΕΌszΔ pozycjΔ w rankingu. Wybranie trafnych sΕΓ³w kluczowych i tekstΓ³w reklam uΕatwia zarzΔ dzanie kosztami i zwiΔksza widocznoΕΔ reklam. Kolejnym waΕΌnym skΕadnikiem sukcesu jest poprawianie pozycji posiadanej witryny w wyszukiwarce i zwiΔkszanie jej widocznoΕci w organicznych wynikach wyszukiwania Google za pomocΔ wielu rΓ³ΕΌnych narzΔdzi. Centrum dla webmasterΓ³w zawiera informacje na temat zasad indeksowania witryn internetowych przez Google. Pozwala na przykΕad wyΕwietliΔ pozycjΔ witryny w indeksie oraz okreΕliΔ sposΓ³b jej indeksowania. <number>
Insights for Search can help you determine what message resonates best by looking at search volumes. Search popularity is a good indicator of what the world is searching for and what they are interested in. Letβs take the example that you are a car manufacturer and are launching a new car model - what message should you focus on - fuel efficiency? Safety? Engine performance? Letβs compare these three features as three different search terms to understand what people around the world are searching for.
As you can see, it appears that there is increased interest in fuel efficiency over other features such as safety and engine performance. Note that we can infer that the large increase earlier this year is likely due to the increasing fuel prices.You can also do further analysis by geographic region to see what message resonates by region - for example, if you use this same example but change the location to the UK, youβll find different results, as fuel prices are historically always high (ie. thereβs a higher emphasis on safety).
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Marketers can achieve more impact for less spend with search marketing than with other media. Search also has the ability to turbocharge other forms of media. As we can see search is now an integral part of consumer media and offline campaigns and influences will drive consumers to search so its vital for marketers to plan search campaigns accordingly. 57% of people have performed an online search after watching a TV ad - Internet Advertising Bureau, May 2008Likelihood of buying increases by more than 50% when TV and online are used together - iProspect & Jupiter, Aug 2007Search can produce the same shift in brand perception at up to 52% less cost than other media channels - Google internal study conducted by Milward Brown, 2007 26
Bardzo waΕΌne jest by w czasie recesji nie ograniczaΔ budΕΌetu marketingowego, dlatego, ze moΕΌe to powaΕΌnie zaszkodziΔ PaΕstwa marce. Tu mamy na myΕli nie tylko markΔ w rozumieniu produktΓ³w, ale rΓ³wnieΕΌ w rozumieniu Nazwy PaΕstwa sklepu czy tez firmy. PoniewaΕΌ wartoΕΔ produktu dla konsumenta nie bazuje wyΕΔ cznie na cenie, jak moΕΌemy to zobaczyΔ powyΕΌej, ale dla 84% ludzi marka odgrywa ogromnΔ role w procesie zakupu. (Milward Brown (2007, Brandz UK) βBrands that increase advertising during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost during good economic timesβProf John Quelch, Harvard Business School (Economist Intelligence Unit Survey, Advertising on the edge)<number>
You need to be religious about conversion. User experience matters. Every day, thousands of shopping trolleys just like these are cruelly dumped by shoppers all over the country. As many as two thirds of shopping trolleys are abandoned before a purchase is made.97% of customers expect their interactions with companies to be consistent and seamless, regardless of which medium they are using to communicate. [Source: The Retail Bulletin, βMulti channel strategy drives customers away, Feb 2008]A recent study by YouGov found that 19% of British online shoppers had abandoned a purchase because they could not find specific product information or could not ask questions. [Source: rightnow.com, Jan 2008]36% of online revenue is from repeat customers [Source: Forrester, βThe state of retailing onlineβ, May 2007]One in five would be willing to pay 10% more for goods at a site which offered more interactivity. [Source: vzaar.com, Nov 2007] 57% of online shoppers would be less likely to buy from a brand offline if they experienced problems online [Source: Tealeaf Press Release β2008 Tealeaf Survey Highlights Potential Multi-Billion Dollar Business <number>
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We are encountering an economic slowdown:Petrol prices are up 24%, food prices are up 10.6% and house prices have dropped 8.1% (Change in prices June 2007 to June 2008 BBC News)Sales of new cars down 21% on September last year (Society of Motor Manufacturers and Traders) 30<number>
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