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 ! Juancarlos.fernandez@overture.com