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Range Online Media Search Ad Buyer’s Forum – SES Chicago 2006

Range Online Media Search Ad Buyer’s Forum – SES Chicago 2006. Search Engine CPCs Plummeting!!. Studies indicate CPCs are trending miraculously backwards!! Google Goes Non-Profit! Gravity Reverses! Search Marketers Take Weekend Off! Michael Richards is…. N-OT!. CPCS Are Rising!.

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Range Online Media Search Ad Buyer’s Forum – SES Chicago 2006

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  1. Range Online Media Search Ad Buyer’s Forum – SES Chicago 2006

  2. Search Engine CPCs Plummeting!! • Studies indicate CPCs are trending miraculously backwards!! • Google Goes Non-Profit! • Gravity Reverses! • Search Marketers Take Weekend Off! • Michael Richards is…

  3. N-OT!

  4. CPCS Are Rising! • RAISE YOURE HAND IF YOU THINK THIS IS TRUE…

  5. 2007 Planned Advertising Tactics • Search is part of the plan in the next 12 months.

  6. So more advertisers are spending more online… Jupiter Figures for Paid Search: JUPITERRESEARCH INTERNET ADVERTISING MODEL, 10/06 (US only)

  7. Just Friendly Competition? It’s true, search marketing is no longer a secret.

  8. There are only so many keywords and searches for all of those new dollars, right? • It will cost more to find a seat in this game.

  9. Dimension • Unless, of course, the search engines can add new dimension to this graph…

  10. What else could be driving up our costs? • Click Fraud? • Targeting Options? • Re-Targeting Options? • Optimization Tools? • Algorithmic Changes? • Distribution Changes? • Format Changes? • Affiliates?

  11. Impact of Affiliates on Brand Keywords Brand and Rising CPC Case Study: Financial Services • Direct & Affiliated Competition • An inflated brand CPC can relate to competition in the market and low CTR performance. • Normal Scenario • 30,000 click per week • Average brand CPC is $.06 • Competitive bidding pushed the CPC to over $0.15 • 150% increase in cost week over week • $2,700 per week in additional spend Optimal Gap

  12. Panama? • What does Panama mean to you? • Brand advertisers rejoice? • Non-Brand? • Find efficiency outside of bid optimization • Are your bid tools about to become irrelevant? • Get your creative testing ready • Get your landing page optimization going • Reconsider how you measure your return • Coordinate search with other marketing channels • Wait and see with the rest of us…

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