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Darran Snatchfold Trade Research Manager

Quality of the Live Click. Darran Snatchfold Trade Research Manager. different. engines. used differently?. Apparently So…. “.

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Darran Snatchfold Trade Research Manager

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  1. Quality of the Live Click Darran Snatchfold Trade Research Manager

  2. different engines used differently?

  3. Apparently So… “ portals rich in content and services may tend to appeal toward a more buyer friendly demographic. Google, meanwhile, may appeal to more browsers – those with less of an intent to buy ” WebSideStory

  4. 111 108 108 105 104 Clue One: Previous Purchasing The Live audience is more likely to… often refer to the internet before making a purchase 103 bought the last product sourced on the internet spent more than £2,000 online in the last 6 months Index 100 = Average UK Internet User Source: TGI Internet Wave 10

  5. Clue Two: The Search Session 2.8 Searches per Session 5.9 Source: Comscore QSearch

  6. 18 Clue Three: The Law of Search a search onLive Search is Percentage of Searches That Contain 3 or More Terms 50% 20 more likely than a search done on Google to contain 3 or more terms 13 Source: Hitwise UK

  7. more focus different engines Does more focus to the search lead to a successful site visit?

  8. “ successmeans different things to different people ” Someone

  9. AudiencePurchase Stage Late Early CampaignObjective Direct Action Awareness AIDA ProductConsideration Levels Low High Success From The Search Click Depends on the Audience, Campaign and Product

  10. greater higher engagement conversions £ Therefore Measuring The Success From Search Should Come in More Than One Form Relevant Measures of Success

  11. “ time is the most precious asset right now. If we can be worth their engagement, that's the highest benchmark for advertising (media) puts too much emphasis on numbers, not quality... theinvolvementandinteractivity of consumers is more important than absolute numbers ” Jim Stengel, CMO, Procter & Gamble

  12. Site Click Search Results BUT it is not time spent searching that leads to your success…

  13. You are more likely to be on their short-list They are less likely tobe surfing around They are less likely tobe looking at the competition But more time onyoursite…

  14. The greater the opportunity they have tolearn about your brand The greatertheircommitment to your brand beyond initial search The greater the opportunity they have toconnect with your brand

  15. Search Results Click Site Average Time Spent on Destination Site By Searchers Coming from… and it is time on their site that advertisers are paying for with Live Search… Source: NNR UK

  16. 47% longer than those from… 34% longer than the… 15% longer than those from… theLive Search clickwill stay… Source: NNR UK

  17. Oh No… the methodology Real Trend findings based on 3 months data Robust Methodology taken from the Nielsen Netratings MegaView Search panel of approximately 5,000 households.

  18. ‘Stickiness’ Varies Average Time Spent on Destination Site Clicked Through To, by Category Source: NNR UK

  19. 18% 62% 12% 38% 34% 82% 15% 20% Longer Engagement Vs £ £

  20. Does more focus to the search speed up the leap from search to conversion? greater engagement different more higher conversions engines focus 34% ? more time spent on the advertiser’s site *visit to a secured page of the destination site Source: NNR MegaView Search UK

  21. Not again… True Trend findings based on 3 months data Robust Methodology taken from the Nielsen Netratings MegaView Search panel of approximately 5,000 households. Plus… to open this analysis up to the full range of advertiser sites, we have assumed a ‘conversion’ has occurred when a searcher enters a secured area of the destination site.

  22. Secured Leads To Success Returning CustomerAccess Account New CustomerEnterPayment Details Secured Page New LeadEnterPersonal Details

  23. Percentage of All Click-throughs that Continue to Secure Page of Destination Site evidence that the MSN/Live Searcher is more likely to bring immediate returns...and further evidence of more immediate goal-orientated searching as opposed to browsing… Source: NNR UK

  24. 185 135 119 106 60 42 41 52 34 41 33 5 £ £ Greater Returns For UK advertisers, theLive searcheris… 70% more likely than theaverage searcherto convert* within their site visit twice and over as likely as those coming fromGoogle

  25. 58% more likely than a Google searcher to convert Don’t Believe Me? Oft quoted US study by WebSideStory: MSN 6.03% Yahoo! 4.03% Google 3.83%

  26. and then… 42% of UK internet users research holidays online and purchase offline Source: EIAA 2005 Remember The Value of Search Beyond The Immediate Take the example of Travel… Timing of Conversion during initial search session 1-4weeks after 5-8weeks after initial search lifetime worth? 10% 45% 45% Online Travel Searches in UK Within 8 weeks of Search Source: Comscore2006

  27. Live Searchthe click that counts greater different more better results engagement engines focus 34% 70% more time spent on the site 2 new measures… more likely to convert* within their site visit *visit to a secured page of the destination site Source: NNR MegaView Search UK

  28. the click from Live Search is the most likely to succeed for advertisers 1 conclusion…

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