Transcript Reporting

Quality of the Live Click
Search
Darran Snatchfold
Trade Research Manager
different
engines
used differently?
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
”
Clue One: Previous Purchasing
The Live audience is more
likely to…
often refer to the internet
before making a purchase
bought the last product
sourced on the internet
spent more than £2,000
online in the last 6 months
108
103
104
108
111
105
Index 100 = Average UK Internet User
Source: TGI Internet Wave 10
Searches per Session
Clue Two: The Search Session
Source: Comscore QSearch
2.8
5.9
Clue Three: The Law of Search
a search on Live Search is
Percentage of Searches That Contain 3 or More Terms
50%
more likely than a search
done on Google to contain
3 or more terms
Source: Hitwise UK
20
18
13
more
different
focus
engines
Does more focus to the
search lead to a successful
site visit?
“success
means different things to different people
Someone
”
Success From The Search Click Depends on the Audience,
Campaign and Product
Audience Purchase Stage
Late
Early
Direct Action
Campaign Objective
Low
Product Consideration
AIDA
Levels
Awareness
High
Therefore Measuring The Success From Search
Should Come in More Than One Form
greater
higher
engagement
conversions
£
Relevant Measures of
Success
“time
(media) puts too much emphasis on numbers, not quality... the
is the
most precious
asset rightisnow.
involvement and
interactivity
of consumers
moreIf we
can important
be worth their
that's the highest
thanengagement,
absolute numbers
benchmark for advertising
Jim Stengel, CMO, Procter & Gamble
”
Search
Results
Click
Site
BUT it is not time spent searching that leads to your success…
You
are
on theiraround
short-list
They
aremore
less
to be
surfing
looking
at
the competition
But more
timelikely
on your
site…
The greater the
theiropportunity
commitment
they
to your
have brand
to connect
learn
beyond
about
with
initial
your
yourbrand
search
brand
Search
Results
Click
Site
Average Time Spent on Destination Site By
Searchers Coming from…
00:03:30
00:03:00
00:02:30
00:04:36
00:04:00
00:03:37
00:04:30
00:03:58
and it is time on their site
that advertisers are paying
for with Live Search…
00:05:00
00:05:18
00:05:30
00:02:00
Average
Source: NNR UK
Google
Yahoo!
Live
47%
34%
15%
longer than
those from…
the Live Search click will stay…
Source: NNR UK
longer than
the…
longer than
those from…
Oh No… the methodology
Real Trend
findings based on 3 months data
Robust
taken from the Nielsen Netratings MegaView Search
panel of approximately 5,000 households.
Methodology
‘Stickiness’ Varies
Average Time Spent on Destination Site Clicked Through To, by Category
Electronics
Electronics
00:03:55
00:03:06
Travel
Travel
00:05:02
00:03:56
Home & Fashion
00:05:06
00:04:15
Finance
Automotive
Entertainment
Lifestyle
00:02:00
Source: NNR UK
00:05:17
00:04:36
00:04:48
00:06:58
00:07:48
00:04:57
00:05:59
00:04:00
00:06:00
00:09:07
00:08:00
00:10:00
Longer Engagement
18%
62%
12%
38%
34%
82%
15%
20%
Vs
£
£
Does more focus to the search speed up the leap from
search to conversion?
greater
different
engines
more
focus
engagement
34%
more time spent
on the advertiser’s
site
*visit to a secured page of the destination site
Source: NNR MegaView Search UK
higher
conversions
?
Not again…
True Trend
findings based on 3 months data
Robust
taken from the Nielsen Netratings MegaView Search
panel of approximately 5,000 households.
Methodology
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.
Secured Leads To Success
Returning Customer
Access Account
New Customer
Enter Payment Details
Secured Page
New Lead
Enter Personal Details
Percentage of All Click-throughs that Continue to Secure
Page of Destination Site
5%
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…
4.6%
4%
4.1%
3%
2%
2.7%
2.1%
1%
0%
Total
Source: NNR UK
Google
Yahoo
Live
Greater Returns
For UK advertisers, the Live searcher is…
70%
more likely than the average searcher
to convert* within their site visit
and
over
twice
as likely as those coming from Google
135
41
185
119
34
42 33 60
41
106
52
5
£
£
Don’t Believe Me?
Oft quoted US
study by
WebSideStory:
58%
more likely than a Google
MSN 6.03%
Yahoo! 4.03%
searcher to convert
Google 3.83%
Remember The Value of Search Beyond The Immediate
Take the example of Travel…
Timing of Conversion
initial
search
during
initial
search
session
10%
1-4
weeks
after
5-8
weeks
after
45%
45%
lifetime
worth?
Online Travel Searches in UK Within 8 weeks of Search
Source: Comscore 2006
and then…
42%
Source: EIAA 2005
of UK internet users
research holidays online
and purchase offline
Live Search the click that counts
different
engines
more
focus
2 new measures…
*visit to a secured page of the destination site
Source: NNR MegaView Search UK
greater
engagement
34%
more time
spent on the
site
better
results
70%
more likely
to convert*
within their
site visit
1 conclusion…
the click from Live Search is the most
likely to succeed for advertisers