Brown Goods August 2011

Transcription

Sector Report
August 2011
A 360˚ analysis of the most important search terms, trends and benchmarking
data in the brown goods sector. This report provides an exclusive snapshot of
the online search and social media market for your sector right now. From the
size of your potential audience to the top performing companies, it’s all here.
Product focus: cameras and camcorders, DVD players and recorders,
entertainment products, PCs and laptops and TVs.
Issue 9
Brown Goods
The most visible websites, advertisers
and brands in Google search.
Flights
sector report, Issue 9, March 2011
Introduction
At Greenlight, we pride ourselves on being at the forefront of thought leadership
within the search industry. Our dedicated Research Division is able to track,
record and analyse consumer search behaviour in any market vertical, which in
turn leads to the creation of our industry renowned Sector Reports.
Each report examines the total search engine audience size; the most visible websites in
Google natural search and paid media results; paid media ad copy analysis and budget
allocation strategies on how to improve your website’s audience reach. Additionally, we
have included some new features to our Social Media analysis.
Furthermore, we are proud to introduce Greenlight’s magazine. Each quarter, a new trending
focus in the Search industry will be introduced by COO, Andreas Pouros, or CEO, Warren
Cowan. Our directors of paid media, natural search and social media will comment on how
the topic plays into each aspect of search and what consequences, negative or positive,
they might have in the future.
We hope you enjoy our revamped report and magazine and look forward to your comments
and feedback.
If you have any questions, please feel free to contact our Sales and Marketing team at:
insight@greenlightsearch.com.
Kind regards,
Alicia Levy
Chief Marketing Officer
31
www.greenlightsearch.com
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The most visible websites, advertisers and brands in Google search
Contents
3
Executive Summary
4
Total audience size
5
Keyword breakdown
6
Natural search: which websites were most visible in August?
8
Natural search: cameras and camcorders
9
Natural search: DVD players and recorders
10
Natural search: entertainment products
11 Natural search: PCs and laptops
12
Natural search: TVs
13
Paid media: which advertisers were most visible in August?
15
Paid media: ad copy analysis
16
Paid media: cameras and camcorders
17
Paid media: DVD players and recorders
18
Paid media: entertainment products
19
Paid media: PCs and laptops
20
Paid media: TVs
21
Paid media bidding strategies
23
Social media: which brands interacted well?
25
Integrated search: which websites/advertisers performed well?
26
Learn more about out research
Get in touch to discuss your site’s specific performance.
2
Brown Goods Sector
Report, Issue 9, August 2011
Executive
Summary
This latest report profiles search behaviour in the brown goods sector. It analyses which brands, retailers and review
sites were the most visible in both natural and paid media results (and thus had the greatest share of consideration)
when UK consumers searched for brown goods on Google. The report also assesses which brands interacted well on
social media networks. In our analysis we established that:
In August, more than 1.5 million searches were made online for brown
goods‑related keywords.
Searches for PC’s and laptops were popular, with more than 532,000 searches
having been made in August.
Searches for the keyword ‘iPod’ were high, with more than 165,000 queries having
been made.
Amazon was the most visible website in the natural search listings, achieving
68% visibility.
Amazon was also the most visible advertiser in the paid media space, achieving a
55% share of voice.
Appliances Online was the most visible brand in our social media analysis,
achieving a Klout score of 71.
Amazon ranked at the top of our integrated league table, as it achieved high levels
of visibility in both the natural search listings and paid media space.
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Total audience size (1.5 million searches – August 2011)
Approximately how many searches were performed in August using terms
relating to brown goods?
In August, more than 1.5 million
searches were made on Google UK
July
We have considered every search term and aggregated the number of times
each one was used in June, July and August to give an indication of the number
of searches.
for brown goods-related keywords.
PC and laptop product terms
(which include brand terms such
as Acer and Toshiba) were the
most searched for, totalling over
Total number of brown goods-related searches
532,000 searches in August.
2,000,000
June
Searches for entertainment
products were also high,
July
1,500,000
accounting for 34% of all
August
1,000,000
searches made for the sector.
500,000
0
500,,000
Number of searches by product type (August 2011)
10,000,000
1500000
DVD players and recorders
103,947 | 7%
15,000,000
2000000
2500000
20,000,000
TVs
175,653 | 12%
PCs and laptops
532,613 | 35%
Cameras and camcorders
183,174 | 12%
Entertainment products
508,657 | 34%
4
Brown GoodsSearch
Sector Report, Issue 9, August 2011
Natural
Keyword breakdown
Which were the most queried terms across all brown goods search terms?
We initially analysed 940 keywords for this exercise, which cumulatively
accounted for 1.5 million searches in August 2011. Here we looked at which
individual terms were most searched for and the trends of the top search terms
from each segment displayed over the previous 12 months.
In August, the search term ‘iPod’
was queried 165,000 times,
accounting for 11% of all searches
made for the sector.
Interestingly, four of the top 10
Keyword breakdown (August 2011)
iPod
165,000 | 11%
keywords related to PCs and
laptops, indicating the importance
Laptops
135,000 | 9%
for multi channel retailers.
As can be seen in the graph below,
iPod nano
60,500 | 4%
Cheap laptops
49,500 | 3%
searches for the keyword ‘iPod’
have varied quite a lot over the
past few months.
Laptops direct
40,500 | 3%
Other keywords
897,544 | 60%
Computer
40,500 | 3%
Camera
33,100 | 2%
Headphones
33,100 | 2%
Digital camera
27,100 | 2%
Portable DVD player
22,200 | 1%
Search trends for the main brown goods terms over the previous 12 months
250,000
200,000
150,000
100,000
iPod
Laptops
50,000
Camera
Portable DVD player
0
Samsung TVGT6
Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11
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Jul-11 Aug-11
Which sites were most visible in August?
Given that UK web users conducted 1.5 million searches for brown
goods products in August 2011, which brands were best positioned on
page one of Google natural search and therefore most likely to gain the
searcher’s consideration?
We have determined the best positioned and hence most visible websites
in this sector, based on the volumes for each keyword and their respective
ranking for those terms on page one of Google. These websites have been
scored in the league table below, which represents visibility to a total of 1.5
million searches in August.
In August, Amazon was the most
visible website for brown goodsrelated keywords, achieving
a 68% share of voice through
ranking at position one for 141
keywords, including ‘headphones’.
Wikipedia attained a 62% share
of voice through ranking at
The top 60 most visible brown goods websites in natural search
position one for 45 keywords.
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
amazon.co.uk
665,117
844,337
68%
2
wikipedia.org
574,557
934,897
62%
3
comet.co.uk
550,178
959,276
41%
4
pcworld.co.uk
441,416
1,068,038
30%
5
tesco.com
437,767
1,071,687
30%
6
argos.co.uk
404,766
1,104,688
25%
7
currys.co.uk
384,730
1,124,724
23%
8
apple.com
310,210
1,199,244
23%
9
ebuyer.com
278,420
1,231,034
21%
10
laptopsdirect.co.uk
278,018
1,231,436
16%
11
johnlewis.com
197,012
1,312,442
15%
12
richersounds.com
184,989
1,324,465
11%
13
toshiba-europe.com
178,066
1,331,388
11%
14
dixons.co.uk
145,117
1,364,337
7%
15
sony.co.uk
138,728
1,370,726
6%
16
which.co.uk
132,947
1,376,507
5%
17
jessops.com
118,916
1,390,538
5%
18
laptopsdirect.ie
116,919
1,392,535
4%
19
dabs.com
116,185
1,393,269
4%
20
cnet.co.uk
99,644
1,409,810
4%
21
studentcomputers.co.uk
94,125
1,415,329
4%
22
dell.com
84,536
1,424,918
4%
23
cameras.co.uk
81,105
1,428,349
4%
24
play.com
80,357
1,429,097
3%
25
iheadphones.co.uk
72,667
1,436,787
3%
6
Brown Goods Sector Report, Issue 9, August 2011
The top 60 most visible brown goods websites in natural search (contd.)
No. Domain
Reached
volume
Missed
volume
Percentage
reached
26
hifiheadphones.co.uk
69,928
1,439,526
5%
our top 10, having ranked in our
27
toshiba.co.uk
69,389
1,440,065
5%
previous report at position 11 with
28
techradar.com
67,609
1,441,845
4%
a 14% share of voice.
29
whatdigitalcamera.com
66,648
1,442,806
4%
30
meshcomputers.com
65,029
1,444,425
4%
Since our previous report
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pixmania.co.uk
62,610
1,446,844
4%
(December 2010), John Lewis saw
32
trustedreviews.com
62,478
1,446,976
4%
its share of voice increase by 6%
33
val-u-computers.co.uk
60,861
1,448,593
4%
and it ascended our league table
34
laptopshop.co.uk
58,551
1,450,903
4%
from position 23 to eleventh place.
35
dell.co.uk
57,423
1,452,031
4%
36
sennheiser.co.uk
49,607
1,459,847
3%
37
novatech.co.uk
48,525
1,460,929
3%
38
saveonlaptops.co.uk
45,947
1,463,507
3%
39
acerdirect.co.uk
45,405
1,464,049
3%
40
misco.co.uk
43,652
1,465,802
3%
41
canon.co.uk
42,712
1,466,742
3%
42
bose.co.uk
41,684
1,467,770
3%
43
superfi.co.uk
40,372
1,469,082
3%
44
panasonic.co.uk
39,736
1,469,718
3%
45
whathifi.com
38,760
1,470,694
3%
46
pcadvisor.co.uk
37,669
1,471,785
2%
47
moneysavingexpert.com
36,268
1,473,186
2%
48
samsung.com
35,697
1,473,757
2%
49
advancedmp3players.co.uk
35,567
1,473,887
2%
50
electronicworldtv.co.uk
33,964
1,475,490
2%
51
portableuniverse.co.uk
32,649
1,476,805
2%
52
arbico.co.uk
32,581
1,476,873
2%
53
bbc.co.uk
31,863
1,477,591
2%
54
soundandvision.co.uk
31,766
1,477,688
2%
55
3wisemonkeys.co.uk
30,465
1,478,989
2%
56
directtvs.co.uk
29,796
1,479,658
2%
57
maplin.co.uk
27,997
1,481,457
2%
58
halfords.com
27,983
1,481,471
2%
59
digitaldirect.co.uk
27,395
1,482,059
2%
60
palicomp.co.uk
27,250
1,482,204
2%
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Comet was a new entrant to
Natural search: cameras and camcorders
Searches for cameras and camcorders (including brand terms) accounted
for more than 183,000 searches in August 2011. How did those searches
break down?
Camera
33,100 | 18%
In August, the search term
‘camera’ was queried 33,100
times, accounting for 18% of all
searches made for the subsector.
Amazon was the most visible
Other keywords
71,974 | 39%
website, achieving a 77% share of
Digital camera
27,100 | 15%
voice through ranking at position
one for 22 keywords including the
keyword ‘waterproof camera’.
Jessops ranked at position one for
Waterproof camera
14,800 | 8%
Nikon camera
2,900 | 2%
Panasonic camcorder
2,900 | 2%
Compact digital camera
3,600 | 2%
Canon camera
4,400 | 2%
21 keywords and achieved a 65%
share of voice.
SLR camera
9,900 | 5%
Camcorder
8,100 | 4%
HD camcorder
4,400 | 2%
(December 2010), Sony saw its
Which websites were most visible for camera and camcorder searches?
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
amazon.co.uk
140,192
42,982
77%
2
jessops.com
118,916
64,258
65%
3
wikipedia.org
85,831
97,343
47%
4
cameras.co.uk
81,105
102,069
44%
5
whatdigitalcamera.com
66,648
116,526
36%
6
currys.co.uk
65,732
117,442
36%
7
sony.co.uk
60,491
122,683
33%
8
argos.co.uk
52,834
130,340
29%
9
canon.co.uk
42,712
140,462
23%
10
dixons.co.uk
32,401
150,773
18%
11
trustedreviews.com
26,221
156,953
14%
12
which.co.uk
24,507
158,667
13%
13
pcworld.co.uk
19,487
163,687
11%
14
cnet.co.uk
19,269
163,905
11%
15
comet.co.uk
18,293
164,881
10%
16
panasonic.co.uk
17,949
165,225
10%
17
olympus.co.uk
17,492
165,682
10%
18
camerasunderwater.co.uk
15,356
167,818
8%
19
nikon.co.uk
14,645
168,529
8%
20
digital-cameras.com
14,152
169,022
8%
visibility increase by 20% and it
ascended our league table from
position 13 to seventh place.
8
Natural search: DVD players and recorders
Searches for DVD players and recorders (including brand terms) accounted
for more than 103,000 searches in August 2011. How did those searches
break down?
Portable DVD player
22,200 | 21%
‘portable DVD player’ was
queried 22,200 times, accounting
for 21% of all searches made for
the subsector.
Other keywords
32,447 | 31%
website, achieving an 85%
DVD player
14,800 | 14%
at position one for 43 keywords,
including ‘portable DVD player’.
Free DVD player
2,900 | 3%
Car DVD player
2,900 | 3%
DVD player software
3,600 | 3%
Comet ranked at position one for
DVD recorder
8,100 | 8%
Multi region DVD player
3,600 | 3%
DVD recorders
3,600 | 3%
seven keywords, achieving a 62%
DVD players
5,400 | 5%
share of voice. Interestingly, since
Portable DVD players
4,400 | 4%
our previous report (December
2010), it saw its visibility increase
Which websites were most visible for DVD player and recorder searches?
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
amazon.co.uk
88,337
15,610
85%
2
comet.co.uk
64,474
39,473
62%
3
richersounds.com
63,869
40,078
61%
4
currys.co.uk
53,237
50,710
51%
5
argos.co.uk
53,058
50,889
51%
6
tesco.com
39,554
64,393
38%
7
which.co.uk
37,351
66,596
36%
8
toshiba.co.uk
27,958
75,989
27%
9
halfords.com
25,320
78,627
24%
10
wikipedia.org
25,080
78,867
24%
11
sony.co.uk
19,544
84,403
19%
12
3wisemonkeys.co.uk
16,997
86,950
16%
13
play.com
12,570
91,377
12%
14
pcworld.co.uk
12,445
91,502
12%
15
dvdvideosoft.com
10,652
93,295
10%
16
dixons.co.uk
8,247
95,700
8%
17
moneysavingexpert.com
7,491
96,456
7%
18
videolan.org
6,546
97,401
6%
19
cnet.com
6,088
97,858
6%
20
blazevideo.com
5,682
98,265
5%
9
share of voice through ranking
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by 47% and it ascended our
league table from position 12 to
second place.
Natural search: entertainment products
Searches for entertainment products, such as audio, MP3 and personal video
players (including brand terms) accounted for more than 508,000 searches
in August 2011. How did those searches break down?
In August, the keyword ‘iPod’
was queried 165,000 times,
accounting for 32% of all
iPod
165,000 | 32%
Other keywords
164,357 | 32%
searches made for the subsector.
one for 68 keywords, including
the search term ‘headphones’.
MP3 player
9,900 | 2%
Apple ipod
9,900 | 2%
Apple ranked at position one for
Wireless speakers
9,900 | 2%
Wireless headphones
9,900 | 2%
Sennheiser headphones
9,900 | 2%
MP3 players
18,100 | 4%
seven keywords, achieving a 57%
iPod nano
60,500 | 12%
share of voice.
Speakers
18,100 | 4%
Headphones
33,100 | 7%
John Lewis was a new entrant
to our league table, having not
Which websites were most visible for entertainment product searches?
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
amazon.co.uk
338,391
170,196
67%
2
wikipedia.org
314,942
193,645
62%
3
apple.com
288,166
220,421
57%
4
argos.co.uk
214,936
293,651
42%
5
tesco.com
204,605
303,982
40%
6
comet.co.uk
149,607
358,980
29%
7
johnlewis.com
91,596
416,991
18%
8
iheadphones.co.uk
72,667
435,920
14%
9
hifiheadphones.co.uk
69,928
438,659
14%
10
pcworld.co.uk
68,236
440,350
13%
11
play.com
63,288
445,300
12%
12
pixmania.co.uk
54,371
454,216
11%
13
richersounds.com
51,765
456,822
10%
14
sennheiser.co.uk
49,600
458,987
10%
15
bose.co.uk
41,684
466,903
8%
16
superfi.co.uk
38,970
469,617
8%
17
whathifi.com
37,062
471,525
7%
18
cnet.co.uk
35,989
472,598
7%
19
advancedmp3players.co.uk
35,567
473,020
7%
20
sony.co.uk
35,270
473,317
7%
featured in our previous report
(December 2010).
10
Natural search: PCs and laptops
Searches for PCs and laptops (including brand terms) accounted for more than
532,000 searches in August 2011. How did those searches break down?
‘laptops’ was queried 135,000
times, accounting for 25% of all
Laptops
135,000 | 25%
searches for the subsector.
Other keywords
177,113 | 33%
PC World was the most visible
one for 31 keywords.
Cheap laptops
49,500 | 9%
Laptops Direct achieved a 52%
Gaming laptops
12,100 | 2%
Best laptop
12,100 | 2%
share of voice through ranking
Laptops direct
40,500 | 8%
Desktop PC
14,800 | 3%
Acer laptops
14,800 | 3%
Gaming PC
18,100 | 3%
at position one for nine search
terms, including the high volume
Toshiba laptops
18,100 | 3%
Computer
40,500 | 8%
keyword ‘laptops’.
Which websites were most visible for PC and laptop searches?
(December 2010), Comet saw its
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
pcworld.co.uk
324,409
208,314
61%
ascended our league table from
2
laptopsdirect.co.uk
278,015
254,708
52%
fifth to third place.
3
comet.co.uk
238,344
294,379
45%
4
ebuyer.com
222,262
310,461
42%
5
toshiba-europe.com
170,478
362,244
32%
6
tesco.com
148,296
384,427
28%
7
currys.co.uk
147,672
385,051
28%
8
laptopsdirect.ie
115,647
417,076
22%
9
dabs.com
109,483
423,240
21%
10
studentcomputers.co.uk
94,125
438,598
18%
11
johnlewis.com
85,366
447,357
16%
12
dell.com
84,533
448,190
16%
13
wikipedia.org
81,076
451,647
15%
14
meshcomputers.com
65,029
467,694
12%
15
val-u-computers.co.uk
60,861
471,862
11%
16
laptopshop.co.uk
58,551
474,172
11%
17
dell.co.uk
57,423
475,300
11%
18
novatech.co.uk
48,392
484,331
9%
19
saveonlaptops.co.uk
45,947
486,776
9%
20
acerdirect.co.uk
45,398
487,325
9%
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visibility increase by 23% and it
Natural search: TVs
Searches for TVs (including brand terms) accounted for more than 175,000
searches in August 2011. How did those searches break down?
In August, the keywords
‘Samsung TV’ and ‘television’
were each queried 22,200 times,
Samsung TV
22,200 | 13%
cumulatively accounting for
26% of all searches made for
Other keywords
52,653 | 30%
the subsector.
Television
22,200 | 13%
Currys was the most visible
website, achieving a 47% share
Cheap TV
14,800 | 8%
of voice and ranked first in our
league table.
Plasma TV
6,600 | 4%
Cheap televisions
6,600 | 4%
Comet achieved a 44% share of
Panasonic TV
12,100 | 7%
Cheap LCD TV
6,600 | 4%
Flat screen TV
9,900 | 6%
Digital TV
9,900 | 6%
one for five keywords, including
Televisions
12,100 | 7%
‘buy TV’.
Which websites were most visible for TV searches?
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
currys.co.uk
84,958
96,065
47%
saw its visibility increase by 18%
2
comet.co.uk
79,459
101,564
44%
and it ascended our league table
3
richersounds.com
69,355
111,668
38%
from position 13 to third place.
4
wikipedia.org
67,628
113,395
37%
5
dixons.co.uk
66,956
114,067
37%
6
amazon.co.uk
53,306
127,717
29%
7
argos.co.uk
43,467
137,556
24%
8
tesco.com
39,836
141,187
22%
9
electronicworldtv.co.uk
33,964
147,059
19%
10
ebuyer.com
30,985
150,038
17%
11
soundandvision.co.uk
30,649
150,374
17%
12
directtvs.co.uk
29,765
151,258
16%
13
digitaldirect.co.uk
26,898
154,125
15%
14
samsung.com
23,704
157,319
13%
15
bbc.co.uk
23,514
157,509
13%
16
freesat.co.uk
22,960
158,063
13%
17
cheap-lcd-tv.co.uk
19,517
161,506
11%
18
sky.com
18,424
162,598
10%
19
panasonic.co.uk
17,800
163,224
10%
20
pcworld.co.uk
16,839
164,184
9%
(December 2010), Richer Sounds
12
Brown Goods
Sector Report, Issue 9, August 2011
Paid
Media
Paid media: Which advertisers were most visible in August?
We have conducted a detailed level of monitoring and analysis to determine
which advertisers appeared most prominently in the paid media space. An
advertiser’s share of voice is based on: how often they were present in Google,
which ad position they bid for, and the associated search volume for the
keywords they bid on. These advertisers have been scored in the league table
below, which represents visibility across the top 150 keywords in August 2011.
The top 60 most visible brown goods advertisers in paid media
In August, Amazon was the most
visible advertiser, achieving
a 55% share of voice through
bidding on 149 keywords, at an
average ad position of four.
Tesco attained a 46% share
No.
Advertiser
Share of voice
1
amazon.co.uk
55%
2
tesco.com
46%
3
johnlewis.com
29%
4
dell.com
26%
5
littlewoods.com
21%
6
comet.co.uk
21%
7
argos.co.uk
18%
8
shopcompare.co.uk
15%
9
which.co.uk
15%
10
bestbuy.co.uk
13%
11
pcworld.co.uk
12%
12
sainsburys.co.uk
11%
13
marksandspencer.com
11%
14
lenovo.com
10%
15
currys.co.uk
10%
16
moneysupermarket.com
9%
17
ebuyer.com
9%
18
panasonic.co.uk
8%
19
very.co.uk
8%
20
dinopc.com
8%
21
apple.com
8%
22
kandco.com
7%
23
viking-direct.co.uk
7%
24
microsoft.com
7%
25
ebay.co.uk
7%
26
iheadphones.co.uk
6%
27
save-clever.co.uk
5%
28
superfi.co.uk
5%
of voice through bidding on
85 keywords, at an average ad
13
|
T: +44 (0)20 7253 7000
position of four.
Littlewoods, Shop Compare,
Which and Best Buy were all new
entrants to the top 10 of our paid
media table.
The top 60 most visible brown goods advertisers in paid media (contd.)
No.
Advertiser
Share of voice
29
pixmania.co.uk
5%
30
sevenoakssoundandvision.co.uk
5%
31
maplin.co.uk
5%
32
boots.com
4%
33
cheap-ipods.commboo.co.uk
4%
34
laptopsdirect.co.uk
4%
35
bose.co.uk
4%
its visibility increase by 4% and
36
hp.com
4%
it ascended our league table from
37
intel.com
4%
position 19 to eleventh place.
38
pcspecialist.co.uk
4%
39
headphoneworld.com
4%
40
dialaphone.co.uk
3%
41
ipodprices.co.uk
3%
42
cyberpowersystem.co.uk
3%
43
kelkoo.co.uk
3%
44
sony.co.uk
3%
45
uk.insight.com
3%
46
samsung.com
3%
47
millraceshop.com
3%
48
groupon.co.uk
2%
49
asda.com
2%
50
easypc-uk.com
2%
51
carphonewarehouse.com
2%
52
ziinga.com
2%
53
vibox.co.uk
2%
54
medion.com
2%
55
arbico.co.uk
2%
56
whichonehowmuch.co.uk
2%
57
portableuniverse.co.uk
2%
58
mp3-players.ecompare.co.uk
2%
59
lowpriceshopper.co.uk
2%
60
ukdigitalcameras.co.uk
2%
Of the top 10 advertisers, Amazon
bid on the largest number
of keywords (149) and Shop
Compare bid on the least (34).
(December 2010) PC World saw
14
Paid media: ad copy analysis
The table below shows which ad creatives featured most frequently
across the top 150 brown goods keywords in the Google paid media
space during August 2011. Share of voice is based on the number of
times Google displayed the individual ad creative, also taking into
account ad position, search term volume and Google’s ad rotation.
In addition, we have analysed how many unique creatives were
present for each advertiser.
No. Domain
Ad creative
Unique
Share of
creatives voice
1
Apple iPod - £35
Buy & Save Big on Apple iPod
Today's Lowest UK Prices Are Here
www.shopcompare.co.uk
23
Buy -ipod at Amazon Big Savings on -ipod. | amazon.co.uk
Free UK Delivery on Amazon Orders
www.amazon.co.uk/-ipod
1,353
iPods At M&S
Variety Of iPods.M&S Free 2 Yr Guarantee.
Buy Today!
www.marksandspencer.com/AppleShop
124
Laptops at Littlewoods
Buy Now Pay Later on Laptopsat
Littlewoods with Free Delivery!
www.littlewoods.com/laptops
146
Digital Cameras Online
Buy digital cameras at John Lewis.
Wide range with Free Delivery!
www.johnlewis.com/digital-cameras
186
Headphones Huge Sale - Free UK Delivery - low UK prices
Massive Sale Huge Range Headphones
www.iheadphones.co.uk
30
Dell UK - Official Site | Dell.com
Amazing Dell Offers With 2nd Gen Intel® Core™.
Buy Online Now!
www.dell.com/uk
142
Buy -ipod at Amazon Big Savings on -ipod | amazon.co.uk
1,353
2
3
4
5
6
7
8
shopcompare.co.uk
amazon.co.uk
marksandspencer.com
littlewoods.com
johnlewis.com
iheadphones.co.uk
dell.com
amazon.co.uk
9%
Shop Compare displayed the most
9%
8%
Amazon displayed the most
7%
4%
Shop Compare displayed the
least (23).
4%
Many of these ad creatives
3%
featured customer care offerings,
such as stating warranties
3%
and free delivery services, to
incentivise the consumer to click.
Apple iPod - £35 | Shopcompare.co.uk
Buy & Save Big on Apple iPod
23
3%
10
save-clever.co.uk
- 63% Off iPods
Up to 63% off iPods!
Get the best price, buy now.
www.save-clever.co.uk/iPods
68
3%
11
dell.com
Dell® Laptop Deals Buy Dell Laptops With 2nd Gen Intel® Core™.
Shipped in 24 hours.
www.dell.com/uk
142
3%
12
dell.com
Dell® Computer Deals | Dell.com
Save On Computers With 2nd Gen Intel® Core™.
www.dell.com/uk
142
3%
13
lenovo.com
Lenovo Laptop Sale | Lenovo.com
Save on ThinkPad T Series Laptops with Intel®
Core™ i5. Buy Now!
www.lenovo.com/uk
29
3%
14
littlewoods.com
50% Off Laptops | Littlewoods.com
Selected Laptops Up To 50% off
Get Free Delivery & Free Returns!
www.littlewoods.com/PriceCrash
146
3%
15
amazon.co.uk
Ipod-nano at Amazon.co.uk Low prices on Ipod-nano.
www.amazon.co.uk/ipod-nano
1353
3%
|
diverse ad campaign, displaying
1,353 unique ad creatives whilst
shopcompare.co.uk
visible individual ad creative,
advertising Apple iPod’s for £35.
9
15
Achieving a 9% share of voice
T: +44 (0)20 7253 7000
Paid media: cameras and camcorders
Searches for cameras and camcorders (including brand terms) accounted for
more than 183,000 searches in August 2011. Here we assess which advertisers
were most visible for those keywords.
advertiser bidding on all 30 of the
keywords analysed, at an average
No.
Advertiser
Share of voice
1
amazon.co.uk
58%
2
johnlewis.com
54%
3
panasonic.co.uk
50%
4
tesco.com
50%
5
which.co.uk
40%
6
comet.co.uk
34%
7
littlewoods.com
32%
8
viking-direct.co.uk
30%
9
currys.co.uk
27%
10
argos.co.uk
26%
its visibility increase by 26% and
11
bestbuy.co.uk
25%
it ascended our league table from
12
boots.com
21%
seventh to third place.
13
kandco.com
15%
14
ukdigitalcameras.co.uk
14%
Attaining a 28% share of voice,
15
12%
John Lewis displayed the most
16
whichonehowmuch.co.uk
11%
17
pixmania.co.uk
11%
18
camcorders.ecompare.co.uk
10%
19
very.co.uk
9%
20
greatdigitaldeals.co.uk
9%
ad position of five.
By comparison, John Lewis bid on
23 keywords at a lower average
ad position of four, achieving a
54% share of voice.
(December 2010), Panasonic saw
advertising digital cameras online.
Which ad creatives were most visible for camera and camcorder searches?
No. Domain
Ad creative
Unique
Share of
creatives voice
1
johnlewis.com
Digital Cameras Online
Buy digital cameras at John Lewis.
Wide range with Free Delivery!
www.johnlewis.com/digital-cameras
70
28%
2
which.co.uk
Which? Camera Review | Which.co.uk
Digital Cameras Reviewed Online
Get The Full Picture with Which
www.which.co.uk/Camera
35
20%
3
panasonic.co.uk
Lumix Digital Cameras Capture the moments that matter
Find the complete Lumix Range here.
www.panasonic.co.uk/Lumix_Digital
63
18%
4
boots.com
Digital Camera Deals
Get Free Boots Advantage Points
on any Digital Camera Today!
www.boots.com/TreatStreet
19
17%
5
which.co.uk
Which? Camera Review
Digital Cameras Reviewed Online
Get The Full Picture with Which
www.which.co.uk/Camera
35
13%
16
Paid media: DVD players and recorders
Searches for DVD players and recorders (including brand terms), accounted
for more than 103,000 searches in August 2011. Here we assess which
advertisers were most visible for those keywords.
advertiser, achieving a 73% share
of voice through bidding on all 30
No.
Advertiser
Share of voice
1
amazon.co.uk
73%
2
tesco.com
52%
3
49%
4
ebuyer.com
40%
5
comet.co.uk
28%
6
maplin.co.uk
28%
7
johnlewis.com
25%
8
apple.com
25%
9
ebay.co.uk
22%
10
argos.co.uk
21%
Supermarket saw its visibility
11
real.com
18%
increase by 17% and it ascended
12
boots.com
16%
our league table from fourth to
13
bestbuy.co.uk
15%
third place.
14
pricerunner.co.uk
14%
15
superfi.co.uk
13%
Achieving a 15% share of voice,
16
panasonic.co.uk
12%
Apple displayed the most visible
17
samsung.com
8%
18
uplayer.us.com
7%
19
dvd-cheap-players.supaprice.co.uk
7%
20
cheap-dvd-recorder.supaprice.co.uk
7%
of the keywords analysed, at an
average ad position of three.
Tesco achieved 52% visibility
through bidding on 17 keywords, at
an average ad position of four.
(December 2010), Money
individual ad creative, advertising
portable video players.
Which ad creatives were most visible for DVD player and recorder searches?
No. Domain
Ad creative
Unique
Share of
creatives voice
1
apple.com
Portable Video Player The thinner, faster, 601g iPad 2.
See the amazing HD video quality.
www.apple.com/uk/ipad
13
15%
2
maplin.co.uk
DVD Player
Only £19.99 in the Maplin Sale.
Maplin: The Electronics Specialists
www.maplin.co.uk/Summer_Sale
85
14%
3
Compare Portable DVD
Great deals on Portable DVD Players
and avoid the horror of haggling!
www.moneysupermarket.com/Shopping
72
11%
4
real.com
RealPlayer® Free Download
Download Videos & Watch Them On Any
Device You Want, w/ new RealPlayer.
www.real.com/New_RealPlayer
3
11%
5
Compare DVD Players
Find great deals on DVD Players
and rise above the high street!
www.moneysupermarket.com/Shopping
72
10%
17
|
T: +44 (0)20 7253 7000
Paid media: entertainment products
Searches for entertainment products (including brand terms), accounted
for more than 508,000 searches in August 2011. Here we assess which
advertisers were most visible for those keywords.
advertiser, achieving 84%
visibility through bidding on
No.
Advertiser
Share of voice
1
amazon.co.uk
84%
2
shopcompare.co.uk
37%
3
tesco.com
37%
4
marksandspencer.com
28%
5
johnlewis.com
26%
6
argos.co.uk
25%
7
comet.co.uk
24%
8
iheadphones.co.uk
17%
9
save-clever.co.uk
15%
10
which.co.uk
13%
a 37% share of voice; however, it
11
cheap-ipods.commboo.co.uk
12%
bid on four keywords, at a lower
12
bose.co.uk
12%
average ad position of four.
13
superfi.co.uk
12%
14
headphoneworld.com
11%
Achieving a 27% share of
15
apple.com
11%
voice, Shop Compare displayed
16
ipodprices.co.uk
10%
the most visible individual ad
17
ebay.co.uk
10%
18
ebuyer.com
9%
19
8%
20
asda.com
7%
position of three.
Shop Compare attained 37%
visibility through bidding on
seven keywords, at an average ad
position of three.
By comparison, Tesco also achieved
creative, advertising specials on
Apple iPod’s.
Which ad creatives were most visible for entertainment product searches?
No. Domain
Ad creative
Unique
Share of
creatives voice
1
shopcompare.co.uk
Apple iPod - £35
Buy & Save Big on Apple iPod.
6
27%
2
amazon.co.uk
Buy -ipod at Amazon Big Savings on -ipod. | amazon.co.uk
302
25%
3
marksandspencer.com
iPods At M&S
Variety Of iPods.
M&S Free 2 Yr Guarantee. Buy Today!
www.marksandspencer.com/AppleShop
22
24%
4
iheadphones.co.uk
Headphones Huge Sale - Free UK Delivery - low UK prices
Massive Sale Huge Range Headphones
www.iheadphones.co.uk
30
10%
5
amazon.co.uk
Buy -ipod at Amazon Big Savings on -ipod | amazon.co.uk
302
10%
18
Paid media: PCs and laptops
Searches for PCs and laptops (including brand terms), accounted for more
than 532,000 searches in August 2011. Here we assess which advertisers
were most visible for those keywords.
Dell was the most visible
advertiser, achieving a 71% share
of voice through bidding on
No.
Advertiser
Share of voice
1
dell.com
71%
2
tesco.com
47%
3
littlewoods.com
41%
4
pcworld.co.uk
34%
5
lenovo.com
28%
6
dinopc.com
23%
7
sainsburys.co.uk
21%
8
amazon.co.uk
21%
9
johnlewis.com
19%
10
microsoft.com
19%
saw its visibility increase by 18%
11
very.co.uk
15%
and it ascended our league able
12
kandco.com
14%
from fifth to third place.
13
bestbuy.co.uk
13%
14
laptopsdirect.co.uk
12%
Attaining a 19% share of voice,
15
hp.com
11%
Littlewoods displayed the most
16
which.co.uk
11%
17
argos.co.uk
11%
18
intel.com
11%
19
pcspecialist.co.uk
11%
20
cyberpowersystem.co.uk
8%
position of three.
Tesco attained 47% visibility
through bidding on 14 keywords,
at an average ad position of four.
(December 2010), Littlewoods
advertising a ‘buy now pay later’
scheme on laptops.
Which ad creatives were most visible for PC and laptop searches?
No. Domain
Ad creative
Unique
Share of
creatives voice
1
littlewoods.com
Laptops at Littlewoods
Buy Now Pay Later on Laptops
at Littlewoods with Free Delivery!
www.littlewoods.com/laptops
39
19%
2
dell.com
Dell UK - Official Site | Dell.com
Amazing Dell Offers With 2nd Gen Intel® Core™.
Buy Online Now!
www.dell.com/uk
133
10%
3
dell.com
Dell® Laptop Deals Buy Dell Laptops With 2nd Gen Intel® Core™.
www.dell.com/uk
133
9%
4
dell.com
Dell® Computer Deals | Dell.com
Save On Computers With 2nd Gen Intel® Core™.
www.dell.com/uk
133
9%
5
lenovo.com
Lenovo Laptop Sale | Lenovo.com
Save on ThinkPad T Series Laptops
with Intel® Core™ i5. Buy Now!
www.lenovo.com/uk
29
9%
19
|
T: +44 (0)20 7253 7000
Paid media: TVs
Searches for TVs (including brand terms), accounted for more than 175,000
searches in August 2011. Here we assess which advertisers were most visible
for those keywords.
Tesco was the most visible
advertiser, achieving a 64%
share of voice through bidding
No.
Advertiser
Share of voice
1
tesco.com
64%
2
amazon.co.uk
60%
3
currys.co.uk
53%
4
johnlewis.com
37%
5
comet.co.uk
34%
6
bestbuy.co.uk
32%
7
24%
8
littlewoods.com
20%
9
sainsburys.co.uk
16%
10
ziinga.com
16%
John Lewis saw its visibility
11
sky.com
15%
increase by 2% and it ascended
12
15%
our league table from seventh to
13
forbesdirect.tv
14%
fourth place.
14
very.co.uk
14%
15
ebuyer.com
12%
Achieving a 14% share of voice,
16
pixmania.co.uk
10%
Forbes Direct TV displayed
17
viking-direct.co.uk
10%
18
groupon.co.uk
10%
19
dialaphone.co.uk
10%
20
panasonic.co.uk
9%
on 29 keywords, at an average ad
position of five.
Amazon achieved 60% visibility
through bidding on all 30 of the
keywords analysed, at an average
ad position of five.
Since our December 2010 report,
the most visible individual ad
creative, advertising a wide
variety of televisions for rent.
Which ad creatives were most visible for TV searches?
No. Domain
Ad creative
Unique
Share of
creatives voice
1
forbesdirect.tv
Forbes Direct Rentals
Rental of Television, Video
DVD, Plasma, LCD and White Goods
www.forbesdirect.tv
3
14%
2
ziinga.com
Cheap TV
40'' LED TV Sold for £104
Nintendo Wii Sold for £14
www.ziinga.com
12
12%
3
johnlewis.com
Buy TVs at John Lewis
Choose from our range of top brand
LCD & Plasma TVs with Free Delivery
www.johnlewis.com/televisions
39
9%
4
Bargain TVs
Compare & get the best Price.
All major Brands. Save money here.
www.moneysupermarket.com/TVs
56
6%
5
virginmedia.com
Virgin Media Digital TV | virginmedia.com
6 months half price on TV packages
plus free installation with TiVo
www.virginmedia.com
14
6%
20
Paid media bidding strategies
We have monitored Google closely to identify who was advertising in the
paid media space, and when they chose to advertise. Our analysis tracks
visibility of advertisers, in terms of bidding frequency, average ad position
and keywords bid on, rather than assessing other performance indicators,
such as sales and cost per acquisition. The data has then been broken down
further to reveal advertising behaviour by individual days of the week and
times of the day.
Day parting strategy
Our research, through working with various brown goods retailers, has found
that most brown goods-related search queries are performed over the weekend,
particularly Sunday, with fewer searches on weekdays. But did advertisers
reflect this day parting in their bidding strategies?
Ad count by day, over a 1-week period (chosen at random; week commencing 22nd August)
Consumer search behaviour
25%
Currys
Panasonic
Littlewoods
20%
Which
eBay
15%
Money Supermarket
Comet
10%
John Lewis
Tesco
5%
Mon 22nd
Tue 23rd
Wed 24th
Thu 25th
Fri 26th
Sat 27th
Sun 28th
The majority of advertisers,
Littlewoods appeared to not
By contrast, Curry appeared to
such as Panasonic and Money
to recognise consumer search
overestimate consumer search
Supermarket, recognised consumer
behaviour, achieving a high
behaviour later on in the week.
search behaviour.
percentage of visibility early on in
the week, when search behaviour
was at its lowest.
21
Amazon
|
T: +44 (0)20 7253 7000
Hourly parting strategy
Our research has found that there is a considerable peak in consumer search
behaviour in the evening between 8pm and midnight. Search behaviour
remains relatively low throughout the day, but starts to rise slightly from 12pm
onwards. Did advertisers consider these trends in their bidding strategies?
Ad count by hour, over a 1-day period (day chosen at random; Thursday 23rd August)
Consumer search behaviour
Currys
35%
Panasonic
30%
eBay
25%
Which
Littlewoods
20%
Money Supermarket
15%
Comet
10%
John Lewis
Tesco
5%
Midnight - 4am
4am - 8am
8am - 12pm
12pm - 4pm
4pm - 8pm
8pm - Midnight
Amazon
The majority of advertisers
eBay appeared to recognise search
Comet appeared to underestimate
appeared to achieve a relatively
behaviour in the evening; however,
search behaviour in the
consistent percentage of visibility
it overestimated search activity in
evening period.
throughout the day examined.
the early hours of the morning.
22
Brown Goods
Sector Marketing
Social
Media
Which brands had the most influence?
Social media provides consumers with a dynamic platform upon which to talk about and engage with brands. Smart brands recognise the
importance of effectively employing this medium in order to inspire positive conversation around their products. The most influential brands
engage on a daily basis with consumers, driving traffic to their online and offline properties.
To gauge their influence, we’ve had a look at the top 15 brands and measured their engagement by monitoring their fans and followers across
various social media platforms, shown in the table below. Facebook, Twitter, LinkedIn and YouTube presences were all measured, whilst Klout
scores have been obtained, quantifying the influence of that brand across the social networks analysed.
No.
Brand
YouTube
Uploads
YouTube
Subscribers
1
Appliances Online
3,633
18,262
31
283
111
71
2
Asda
21,559
37,326
4,268
62
33
68
3
Littlewoods
4,856
46,743
719
29
65
65
4
Argos
15,838
132,960
0
158
182
60
5
Amazon
26,110
64,717
527
0
0
60
6
John Lewis
11,769
223,050
5,191
80
925
60
7
PriceRunner
3,248
27,643
97
329
22
59
8
Tesco
10,870
374,930
17,840
0
0
50
9
Which
3,348
0
567
864
4,514
47
10
Comet
2,400
17,397
1,254
164
79
46
11
Dixons
2,384
877
3,095
0
0
42
12
eSpares
1,213
1,060
42
261
770
36
13
Currys
31
556
346
0
0
13
14
Coopelectrical Shop
0
0
0
0
0
0
15
Appliances Direct
0
0
0
2
0
0
23
Twitter
Facebook
LinkedIn
Klout Score
Appliances Online ranked at the top
Of the brands analysed, Amazon
By comparison, Tesco had the
of our league table, as it achieved a
had the largest following on its
largest number of fans on its
Klout score of 71.
Twitter account (26,110).
Facebook account (374,930).
|
T: +44 (0)20 7253 7000
This word cloud outlines the
topics associated with the primary
brown goods keywords during the
month of August. Amongst other
search terms, ‘help’ and ‘available’
were a predominant focus of user
generated discussion.
Top Bloggers in the Brown Goods sector:
Below are 3 of the top bloggers in the Brown Goods sector, ranked according to authority and number of mentions. You’ll notice that many of
these blogs revolve around lifestyle and hobbies as well as brown goods.
Stuart Miles
http://www.pocket-lint.com/
Created in 2003, UK-based Pocket Lint offers independent reviews on all the latest gadgets. It covers everything from Apps, to
Satnav, to Coffee Machines. CEO and founder, Stuart Miles, has been a technology journalist since 1998 and written for a number
of publications both in the mainstream media and IT Press in the UK.
Electric Pig
http://www.electricpig.co.uk
“Laced with a fat dollop of unabashed gut-felt opinion”, Electric Pig brings its readers the latest technology reviews,
videos and image galleries. Claiming to be the only tech you need, Electric Pig cuts away the fluff and delivers the latest
news and most relevant trends in the world of gadgets.
Chip Chick
http://www.chipchick.com/
ChipChick delivers its readers “tech and gadgets from a girls’ perspective”. One of the few, if not the only, gadget
and technology blog of its kind, ChipChick writes for a predominantly female audience. The blog is managed by
Helena Stone, providing a wide range of in-depth articles covering products and features that often go unnoticed
by other major blogs.
24
Brown
Goods Sector
Integrated
Search
Which websites/advertisers performed well?
overall? Here we have taken the top websites/advertisers
across both mediums to give an indication of their integrated
search performance.
If we look at the visibility achieved by websites in natural search
and the impression share gained by those websites as advertisers
in the paid media space, who obtained the most share of voice
50%
amazon.co.uk
40%
wikipedia.org
Natural search visibility
comet.co.uk
30%
pcworld.co.uk
Strong natural
search visibility
Strong integrated
search visibility
tesco.com
argos.co.uk
currys.co.uk
apple.com
20%
laptopsdirect.co.uk
Poor integrated
search visibility
Strong paid
media visibility
ebuyer.com
johnlewis.com
richersounds.com
toshiba-europe.com
10%
which.co.uk
sony.co.uk
dell.com
panasonic.co.uk
shopcompare.co.uk
bestbuy.co.uk
0%
0%
10%
littlewoods.com
20%
30%
40%
50%
60%
Paid media visibility
In August, both Amazon and
Comet, Argos, PC World,
John Lewis was close to achieving
Tesco achieved strong integrated
Wikipedia and Currys achieved
strong paid media visibility;
search visibility.
strong natural search visibility.
however, it fell just short of
achieving it.
25
|
T: +44 (0)20 7253 7000
The most visible brown goods websites in natural search and paid media
No.
Website / advertiser
Natural search
Paid media
Amazon featured at the top
1
amazon.co.uk
44%
55%
of our league table due to
2
tesco.com
29%
46%
its high visibility in both the
3
comet.co.uk
36%
21%
natural search listings and paid
4
argos.co.uk
27%
18%
5
johnlewis.com
13%
29%
6
pcworld.co.uk
29%
12%
7
wikipedia.org
38%
0%
8
currys.co.uk
25%
10%
9
dell.com
6%
26%
search and paid media visibility
10
apple.com
21%
8%
increase by 26% and 24%,
media space.
Since our previous report,
Tesco saw both its natural
11
ebuyer.com
18%
9%
respectively; hence it ascended
12
which.co.uk
9%
15%
our league table from fifth to
13
laptopsdirect.co.uk
18%
4%
14
littlewoods.com
0%
21%
15
shopcompare.co.uk
0%
15%
16
bestbuy.co.uk
0%
13%
17
richersounds.com
12%
0%
18
sony.co.uk
9%
3%
measures of visibility across both
19
toshiba-europe.com
12%
0%
the natural search listings and
second place.
The majority of advertisers
attained relatively equal
20
panasonic.co.uk
3%
8%
paid media space, indicating that
21
sainsburys.co.uk
0%
11%
Brown Goods brands use both
22
marksandspencer.com
0%
11%
forms of marketing in order to
23
iheadphones.co.uk
5%
6%
24
lenovo.com
0%
10%
25
dixons.co.uk
10%
0%
26
0%
9%
27
pixmania.co.uk
4%
5%
8%
28
very.co.uk
0%
29
dinopc.com
0%
8%
30
jessops.com
8%
0%
31
laptopsdirect.ie
8%
0%
32
dabs.com
8%
0%
33
superfi.co.uk
3%
5%
34
kandco.com
0%
7%
35
viking-direct.co.uk
0%
7%
36
bose.co.uk
3%
4%
37
microsoft.com
0%
7%
38
ebay.co.uk
0%
7%
39
cnet.co.uk
7%
0%
40
maplin.co.uk
2%
5%
gain high levels of visibility.
26
London
New York
Level 14
11 Penn Plaza
The Broadgate Tower
New York
Primrose St, London
NY 10001
EC2A 2EW
T: +44 (0)20 7253 7000
T: (1) 212-946-4959
E: insight@greenlightsearch.com
Greenlight is a leading independent Search and Social Media marketing agency, the largest of its
kind in Europe and the fastest growing. With over 100 blue-chip clients, Greenlight is recognised
worldwide for its commitment to delivering record ROI for clients and investing in the future of
digital marketing.
Greenlight is considered the premier thought leader, publishing widely read industry reports,
original research, speaking at trade events and delivering a highly respected digital marketing
training programme via the Greenlight Academy.
If your online marketing efforts need improvement or you have any questions on this report, why
not get in touch?
September 2011 | ISSue 01
the
mAGAzinE
Social media Edition
the ‘SOcial Search’ PhenOMenOn
Greenlight’s COO Andreas Pouros explains why social
media and search are not competing concepts
as some of the so-called experts
would have you believe.
GreenliGht acadeMy
Learn from our SEO, PPC and social media experts.
Find out what courses we currently have on offer!
60 SecOndS
Giedre Guntulionyte of Reiss takes
Greenlight’s 60 second interview.
adaM Bunn
Matthew whiteway
anna O’Brien
“What you do with social media
can now directly impact your
rankings in addition to building
and defining your brand, so it’s
an activity with multiple benefits.”
“There has been much debate
of late regarding the impact of
social media on SEO, but social
media engagement within
AdWords?”
“Good social media isn’t hard to
spot. The fact of the matter is if
it’s been successful you’ve seen
it, read it or had a friend tell you
about it on the tube.”
THE GREENLIGHT BOARD
Warren Cowan | CEO
Warren has worked exclusively in the search marketing industry for 13 years and
founded Greenlight in 2001. As well as leading the business in its growth and
influence, Warren takes an active role in product development and is hands-on
in service delivery for numerous client accounts.
Andreas Pouros | COO
Andreas has been involved in search for 11 years, joining Greenlight in 2003.
He is an expert in both business and technological principles and directs
Greenlight’s client services and implementation teams. Andreas also plays a
pivotal role in product development and business growth strategy.
Alicia Levy | CMO
Alicia has worked in digital marketing for 12 years and joined Greenlight
in 2003 to set up its paid search division. As managing Director of
Paid Search, Alicia was at the helm of Greenlight’s PPC technology launches
including the multi-award winning Adapt. in her current role, Alicia provides a
strategic lead in product development, marketing and training.
1
FOREWORD
Andreas Pouros | COO
I recall vividly in the summer of 2000,
Warren and I were discussing an article
that had been widely read within the
search industry. Its title proclaimed,
concisely and emphatically - ‘SEO is dead’.
social media provides additional data, insight and
information that needs to be stored, understood,
labelled, indexed and retrieved quickly and
conveniently.
if something produces content, data or information
then ‘search’ has an important role to play, regardless of
whether that information is indexed from pages on the
traditional Web or from what people do or say across
various platforms and networks.
it suggested that due to the emergence of paid
media, natural search results would disappear
entirely from search engine results pages within
about 12 months. i took the content of this article
to heart, depressed by the notion that we’d just got
started, with so many ideas and aspirations to turn
SEO into a kickass marketing channel and discipline,
and it would all come to a crashing close.
The opportunity that this ‘social search’ phenomenon
offers to brands and marketers is monumental. in the
pages that follow we look at social search from the
perspective of natural search, paid media and social
media marketing itself, forming a primer for those that
want to gain a sensible appreciation of what’s
happening and how to respond as a marketer or
business owner. We hope it inspires some innovation in
your own businesses as it has in our own.
Warren however, to his everlasting credit, did not
agree. To ‘search’, he said, was a basic human activity,
not dissimilar to those other behaviours that define
us as a species, such as reading, conversing, trading,
and sharing. The nature of search would invariably
change and Greenlight would have to with it, but the
need to search in some form or another would survive
us all.
Finally, if you have historically received our sector
reports, you’ll find these in the centre of this
magazine. We toyed with the idea of going digital only,
given that we had heard multiple reports that print was
dead, but we asked 50 marketers whether they’d be
more likely to read a printed magazine from us than a
digital one, and 90% of them said the former. it just
goes to show that when someone proclaims the death
of something, you should always question it and always
trust your own research.
Every year thereafter i would read a markedly similar
article proclaiming the death of SEO for any number
of different reasons. Then came the ‘PPC is dead’
articles too, just for good measure. Every time they
would completely miss the point; Google may lose
out to Facebook, the mobile phone may replace the
desktop for many activities, apps may become the
main method of retrieving information, pizza may give
way to the calzone, but the human activity of
searching the collected and indexed knowledge of
the human race will remain a crucial process into the
future, and experts will be required to facilitate and
optimise that process.
11 years later, we’ve delivered over £2bn of
incremental sales to our clients with SEO, and
each year it’s more than the last. Warren was right.
if you consider social media within this context too, it
becomes clear that social media and search are not
competing concepts as some of the so-called
experts would have you believe; quite
the contrary....
2
ADAM BUNN
Director of SEO
Social Signals as an algorithmic Variable
One of my favourite ways to look at SEO is through the lens of
history. That’s not just because I have a geeky fascination with
historical events in the industry, but because history brings an
important context to new developments in SEO that you simply can’t
get by looking at things in isolation. This applies to “social signals”
just as much as anything else.
Nowadays the near
universal adoption of
the likes of Twitter
and Facebook means
that almost any site
can leverage the
combination of truly
great content and
effective use of social
media.
if you go back far enough, to a time before there were proper search engine
algorithms, there was Yahoo!, categorising and rating sites in a tedious manual
process in its web directory. Some early search engines were toying with
algorithmically scoring sites, but they were mostly too busy dealing with the
challenges of crawling and indexing the web to create any particularly good methods
of actually rating content.
Because the people at Yahoo! were better at rating content than those early search
engines, Yahoo! ruled the roost. SEO was born; a skill set that at the time largely
consisted of being able to fill in a submission form.
Then search engines got better. Companies like AltaVista pushed the boundaries
of what was possible with automatically analysing web pages, creating complex
algorithms that could categorise and score pages on a scale that human editors never
could. As AltaVista grew in market share and other search engines progressed their
own algorithms, manual review dwindled in importance. SEO began to properly take
shape, and optimising titles, meta keywords, page content, URLs and headings was
what mattered.
Unfortunately for AltaVista and its ilk, relying solely on on-page factors has one major downfall, namely that it’s very
easy to game such a system. As the commercial potential of the web became more and more apparent that’s exactly
what spammers started to do. Eventually, software capable of reverse engineering a search engine algorithm in a
matter of minutes meant that search engines were fighting a losing battle against spam.
What the engines needed was some sort of information about what sites users liked in order to supplement the often
suspect information they had collected from the sites themselves. Lacking that information directly they of course
settled on links, which, in various guises, have dominated search engine algorithms since the turn of the century.
When you look at the progression of the various algorithmic factors and how their importance has waxed and waned
over time, it becomes very clear that social signals are the next in a long line of natural evolutions within SEO.
History, and the fact that social signals are what links always were a proxy for, tells us that they will grow in importance
as an algorithmic signal, until they in turn are supplanted by whatever unforeseen development occurs within SEO in
the future.
Social signals have been part of search engine algorithms for around a year now, so that means there is now a direct
overlap between SEO and social media (there’s been an indirect overlap for many years, in the sense that social media
helps to catalyse link building activity to a site – but i’ll come to that in a minute). in truth the “overlap” is more
parasitic than symbiotic, but that’s okay. The point here is that what you do with social media can now directly impact
your rankings in addition to building and defining your brand, so it’s an activity with multiple benefits.
3
it’s the first problem that has led Greenlight to create
GOSSiP, a one stop combined SEO and social media
platform that facilitates the creation of content and
the easy management of social conversations about
your brand. i’m particularly excited about GOSSiP,
precisely because it will help our clients to engage
users in a more real time, social fashion, opening up a
whole world of creative approaches to SEO that simply
haven’t existed for those companies before.
GOSSiP which is about to launch, i believe will become
a lynchpin in the online marketing strategies of brands
worldwide, because the benefits – both SEO and
social – are too great to ignore.
So what sort of social signals might search engines be
looking for in particular?
The obvious one would be how many times your site
is linked to, from or mentioned on social media sites.
Like normal links though, social links and mentions
aren’t going to be judged solely on quantity. it’s fair
to say that search engines learnt that lesson a long
time ago! Quality is an important signal as well, and
in social media that means the reputation and
authority of the person linking to you. in simple
terms: links from profiles with lots of fans, followers,
re-tweets, and so on, are worth far more.
As for the second problem, social media is the perfect
vehicle for sharing content online. Of course, social
media already existed back when the idea of “content
as king” first gained popularity, but this was mainly in
the form of Digg and Delicious, two social
news/bookmarking websites that, while really
catalysing the idea of link bait in the first place, were
frequented largely by people interested in the internet
and technology. This severely limited the type of sites
that could gain much benefit from them.
And what of the indirect overlap? For all the recent
hype about social links and mentions directly
improving rankings, right now it’s still the indirect
benefits of social media that marketers should
predominantly focus on, if they want to supercharge
their SEO efforts. in about 2003/2004, the phrase
“content is king” started being bandied about as a
clarion call to SEOs to abandon traditional link
building and start producing great content on their
sites, to which – lo and behold - links would naturally
flood in. it’s a seductive idea with a lot of potential,
but one that has a couple of inherent problems.
nowadays the near universal adoption of the likes of
Twitter and Facebook means that almost any site can
leverage the combination of truly great content and
effective use of social media to potentially generate
hundreds or even thousands of natural links in the
space of a few days. That’s the kind of SEO ranking
impact that no other approach to SEO can easily match
and, of course, by happy coincidence, the social
mentions you need to satisfy the direct algorithmic
signals the search engines are looking for will be a
natural by-product of this activity as well.
Firstly, most brands struggle to host and promote
content of a compelling enough nature on their
corporate websites, for a variety of reasons. This is
a problem that we come up against at Greenlight all
the time - often the site communicates a brand image
that the kind of content in question isn’t consistent
with, or iT exercises such control over what gets
changed, and then the very thought of being able to
produce regular content for users is a pipe dream.
in conclusion, social signals as part of SEO aren’t new,
nor really are they a particularly radical departure for
the search engines. But they are coming of age, and
will only grow in importance in the coming years as the
engines get more confident in gathering, interpreting
and using the data they have at their disposal.
inevitably some companies will be left behind as SEO
takes this, it’s next of many evolutions – make sure
yours isn’t one of them!
Finally, content is only “king” if people get to see it.
You could have the most mind blowing, compelling
and shareable content in the world (“link bait” as we
call it) but if nobody views it to begin with that flood
of links you’re expecting won’t be forthcoming.
www.greenlightsearch.com/search-engine-optimisation
4
MATT WHITEWAy
Client Services Director
The role and impact of
social extensions in
paid media
Google has long been the
catalyst and evolution of
search, however Google has
come up against a fierce and
game-changing competitor.
The competition in question
is not however a singular
brand or company, it is a
completely new
marketing channel – social
media. Rather than fight
it, Google have embraced
social media within its results
pages, and for advertisers and
marketers alike, it is
important to fully understand
the benefits and potential
shortcomings of Google’s
“social extensions”, namely
Seller ratings, and Plus One.
What has changed?
Google continue to change
the landscape of search, both
from a natural perspective,
and paid. Their constant
refinement of the AdWords
system is what keeps us
marketers on our toes and
eager to find and test new
ways of driving incremental
revenue to our clients.
in 2011 alone Google has rolled out a
number of improvements, including
advanced remarketing, improved logic
to serving of sitelinks, umpteen
refinements to ad creative and display
urls’, local extensions, enhanced
tablet and mobile targeting, instant
preview, and a new version of Google
Analytics.
Arguably, two of the most
significant features for Google to roll
out across AdWords were their “social
extensions”, namely Seller Ratings,
and Plus One. There has been much
debate of late regarding the impact of
social media on SEO, but social media
Engagement within AdWords? - This
really was something different for us
to think about and digest.
What are Social Extensions?
Seller rating extensions (Fig 1.0)
display the merchant star rating
for companies that meet a certain
criteria. The ad extension will show up
below the paid media ad in question
and show the merchant star rating,
along with the number of reviews
present on Google Product Search.
in addition, you can click through the
review total to read the reviews on
Google Product Search. needless to
say, merchants that qualify for seller
rating extensions have an advantage
as shoppers are determining which
ads to click through on Google. Again,
minor enhancements to paid media
ads can make a big difference,
particularly when competition is fierce
and budgets are limited.
in April 2011 saw the launch of
Google’s latest development to....
Fig 1.0 – Seller Rating Extensions
5
leverage the social graph for their search
results. While the company has used
social cues from Twitter and Flickr for
more than a year to improve organic
rankings, Google have now created their
own recommendation function and extending it to both paid media and organic
search.
The feature is simply called “Plus One”
(Fig 2.0). You will be familiar with
Facebook adverts and likes, the concept
is not dissimilar. When users are logged
into Google, they will be able to rate
individual search results and adverts by
clicking the “Plus One” symbol. Their
friends will then see the endorsement.
Fig 2.0 – Plus One
Social Extensions’ impact on Paid media
As yet, these social extensions have
not direct impact on the all-important,
mysterious holy grail of Google Quality
Score, however we can safely assume
that it is only a matter of time before
these, and other social signals start to
have an influencing factor on the
algorithm, and therefore performance on
the account.
marketers are already finding ways to
utilise these extensions to influence a
number of key performance indicators
(KPi’s) such as Click-thru Rate (CTR)
Cost per Click (CPC) and Conversion
Rate (CVR). For example, advertisers
wanting to stand out from the crowd in
the SERP have, with good effect,
implemented the Seller Rating
extension within their AdWords
account.
We initially found for a number of
advertisers that having the Seller
Ratings as part of the adcopy....
resulted in an increase in CTR, which over time improved Quality Score. However, with an increasing number of
advertisers using Seller Ratings, these quick win improvements in CTR are arguably no longer possible, or at least are
not as significant as they once were.
The Plus One extension on the other hand has a far greater potential impact on the performance of an advertiser’s paid
search campaign. i, as a user, am likely to be more inclined to buy something from a site if it has been recommended, or
Plus One’d by someone within my “circles” and therefore trust.
The Shortfalls of Social Extensions
Both social extensions do lend themselves to brands that sell good products / services and/or provide good levels of
services. All brands are going to want to achieve as many positive seller ratings as possible, as well as being Plus One’d
by vast numbers of users. in theory, this should mean i am able to see which advertiser is likely to give me a pleasurable
shopping / user experience, after all, users are not going to Plus One or provide a positive seller rating if they receive
poor experience right? Well, there are either functionality flaws or limitations which mean that users are not
necessarily going to be aware of any negative levels of feedback. Firstly, Google allows users to Plus One an ad but not
a negative one. So again, in theory an advertiser may have 20 Plus One’s, yet 1000 people have had a very poor level of
service and would have negative One’d them given the opportunity or functionality. Therefore, on face value the
advertiser with 20 Plus one’s looks good value and one where i would have little reservation in spending my money with.
Presumably then, Seller Ratings would be far more impartial as they allow for users to add a negative review should they
wish. However, unfortunately it is not quite so clear cut as the advertiser can opt in (providing they achieve a certain,
very easily achieved, criteria), or opt out of displaying the Seller Ratings. Again, theoretically, if an advertiser received
a number of negative reviews which could have a detrimental impact on KPi’s such as CTR, and CVR, they could simply
disable the ad extension, once again potentially hiding valuable social signals away from the end user.
Arguably, it is too early to really understand the full impact of Plus One on paid media results and it’s not really
something as marketers we can completely influence. With Seller Ratings on the other hand, marketers have some
interesting choices to make. By implementing Seller Ratings, are you prepared to sacrifice one of the most significant
influencers of CTR in paid media – Site Links? if your strategy is to target the positions down the right hand side of the
SERP, positive Seller Ratings can give you a step change in performance and should at least be part of a comprehensive
testing schedule.
The future of Social Extensions and Paid media
i wish i knew what the future of paid media looked like, but given the developments and refinements that Google
continues to make, we should not be surprised to see a far more joined up social and paid media experience, one that
integrates more than just Google’s Plus One and Seller Ratings into Google’s SERP (Fig 3.0)
Fig 3.0 – new socially enabled Paid media Ads?
integrating search results that your friends have engaged with would be a far easier integration for someone like
Facebook than Google’s approach of trying to create its own social network and then shoehorning it into the search
results pages. Google also has another major obstacle, the development that had set them apart from the competition
– Quality Score. Personally i think Google are still trying to work out how to implement social engagement to its Quality
Score algorithm, without sacrificing the main reason people chose to use it – relevancy and quality of results.
Ultimately Google will find a way and it is clear that social media and social extensions within paid media are here to
stay and continue to grow, so its time to fully embrace it and find innovative ways to continue to drive performance for
advertisers.
6
ANNA O’BRIEN
Director of Social Media
Simple Steps for Becoming Socially Superb
Good social media isn’t hard to spot. The fact of the matter is if it’s been
successful you’ve seen it, read it or had a friend tell you about it on the
tube. A good social media campaign is much like a good piece of
Hubba Bubba— tasty, sticky and nearly impossible to get out of your
hair…err head. At the risk of taking this mastic analogy too far and getting
myself into a gummy mess, I’d also like to note there is no universally
approved taste bud tingler. Your bubble gum might be another person’s
bad Chinese leftovers. What I am saying, in a somewhat convoluted way,
is that it is impossible to please every single member of society with your
social media program. Know your market, design for them and
remember- “haters gonna hate.”
The importance of Brand in Building a Social media Program.
A perfect social media program will naturally vary for each brand based on the company, sector, and multitude of other
variables. However, social media ideas are all grown from a single seed - the brand. A good brand is the
personality and charm of your product, service, or organization. if your brand were able to speak, shake hands and kiss
babies- it would be your social media. Social media serves as the core of the modern consumers’ brand experience.
Funnily enough, the word brand actually comes from a norse word meaning “to burn,” except instead of burning cattle
here, we’re burning exclusivity and value into the brains of potential consumers. When first hitting the social media
whiteboard, a company should make sure they know who they are. Put three employees in the room and ask them to
describe your brand in three words. if your answers vary widely, you don’t just have a social media problem- you have
a branding problem. The easiest way to un-muddle a brand is revisit existing brand guidelines and ensure they shine
through in your social media program. Any new media campaign should feel like a natural extension of the brand
experience in any other channel. it should not be used too single-handedly; for the best results all types of media
should be aligned on the same definition of brand.
Word-up, Use Your Ear before You Open Your mouth.
As a kid my parents were quite patriotic and were convinced i’d be the next president of the United States. Thus, as a
child i was suited up for stereotypical white collar activities such as ballet, piano, fencing, and public speaking. From
the tender age of 8 i began oration and by 16 i was competing in national speech and debate competitions. From my
years of speech training one thing simple fact stood out: The more i knew about judges, the more convincing i could
be. i could tailor my words to them and the speech would transcend from text to meaning.
in social media the bridge to meaning is just as important. The more a brand knows about their customers and fans the
more they can tailor content to their needs. Then it’s not just a Facebook update or a promotion, it’s something fans
genuinely care about and want to share. And when people want to share, that’s when social media is most effective.
The starting point for every major brand should be immersing themselves in online discussion around their brand. This
doesn’t mean you’ll like what you hear. it will, however, give you a basis for improvement.
Customer service is a natural extension of any social media program. Once the quickest route to a person for help
is discovered, people will use it. it seems social media is quickly becoming that route. While it can be challenging to
handle every mini-crises that flies across your desk, it can also be deeply rewarding. in order to effectively start brand
dialogue with a customer you have to first earn their trust. Resolving problems and taking an active role in improving
brand perception is the quickest way to gain that trust.
7
make starting the conversation easy
When creating content or a campaign or promotion, make sure that starting the dialogue is the easiest part.
if engaging with the brand is too hard, no one will do it. Simple. That means, even with the best intention, brands can
fail. it takes a bit of quick thinking and focus on the basic elements of communication to make engagement not only
simple, but fun.
For example, a few months ago while making a quick trip to sort out my finances at a local bank, i got in discussion
with a teller, Tina. She had “my daughter is a pyro” written on her nametag; of course i had to ask her about it. We then
ended up having a delightful conversation about her daughter’s career as a fireworks designer at Disneyland. After this
discussion i realized the strategic beauty of that nametag. That little plastic placard leveraged many of the relationship
building tactics social media fanatics evangelize digitally, offline.
4
it was non-evasive: if i didn’t want to talk to Tina, i didn’t have to. The conversation would have to be started
by me, the customer.
4
it was easy: The phrase on the name tag gave both of us an easy and immediate discussion point.
4
it was neutral: Unlike other badges that say “ask me about bladdity blah promotion” this badge has
nothing to do with sales. i knew if i asked about its meaning i wouldn’t be pressured into something i really
didn’t want or need.
4
it was interesting: it made me want to talk to Tina.
in the end, i left the bank with a better opinion of it. i also realized that small efforts to build dialogue with consumers
can be just as important as a large scale campaign.
Be Clever. Be original. Be you.
One of the things i find most interesting about business is that no matter what industry, product, or country, every
brand has another company they utterly love to hate. The social media result of this natural occurring phenomenon is
a deep desire to one up your opposition. if they have a Facebook store, you’re going to have a better one. if they have
a sweepstakes, your brand is going to give away a bigger prize. This goes on and on with no real creativity, and the
result is just ever expanding executions of the same ideas.
While the bigger and better game can be your best friend when trying to sell a project through, the “but so and so
did it” game often forces brands to lose focus and originality. i’m not suggesting that brands avoid doing everything
their competition does, because there will always be some cross over. However, the drive should be on creating truly
original work that evokes something from your audience. in social media creativity is the king and the brands that
embrace that are the ones that ultimately succeed.
make mistakes and Evolve
Brands are going to fail. i like to be upfront about it; it’s inevitable. People make mistakes, and the first reaction is
always going to be to close up shop and move on. it’s a natural human response. However, with social media (and
consequently any marketing channel) that is the wrong approach. instead, brands should ask questions, dive into
what caused a planned effort to go awry. Putting this information to good use, a company can restart, rebuild and
grow.
Even when things go as planned there are always opportunities for a brand to evolve and grow. For some, evolution
might be as simple as changing how customer complaints are dealt with. For others, that change could be an
incorporation of a new technology that revolutionizes a customer’s digital experience. Wherever your brands stand
it’s important to be aware that change is a necessary part of social media. in an area of marketing where things
change literally every six months, you shouldn’t expect your three year plan to stay completely on track. instead,
embrace the bumps in the road and help your brand grow into something socially superb.
8
At Greenlight, we pride ourselves on being the pioneers of thought leadership within
the search industry. From our Sector Reports to our Greenlight Academy training
programmes, we strive to offer companies and individuals the unique opportunity to
gain contemporary and relevant insight into the search industry.
Greenlight Academy
The Greenlight Academy is our training division through which we offer the most advanced
and comprehensive search training courses in the country.
Our programmes are designed to meet the needs of business’s or individuals interested in
understanding and using search and social media. Our courses on offer range from
an ’introduction to SEO and PPC’ to ‘Link Building masterclasses’.
“i recently attended the Social media for Business course hosted by Greenlight’s Social media
Director, Anna O’Brien. it was absolutely brilliant and i would recommend it to anyone looking to
broaden their knowledge of Social media for business in the online marketing space.”
Ashish Khungar | Search Specialist | Dixons Retail Plc
Sector Reports
Our industry renowned sector reports are used within the search industry to
benchmark websites and brands’ visibility against that of their competitors.
Each report examines the total search engine audience size; the most visible
websites in Google natural search and paid media results; paid media ad copy
analysis; budget allocation strategies and social media analysis.
We have now also included a magazine at the back of our reports featuring
articles from the Greenlight Board and Directors of natural search, paid media
and social media. Our latest edition focuses on the ‘Social Search phenomenon’.
Roundtables
Our filmed roundtable discussions are designed to provide an open
environment for debate and discussion on a regular basis.
in recent weeks, we have successfully hosted Fashion and Finance themed
roundtables. Participants from major brands, including Debenhams, next,
Reiss, Barclays Wealth and Google Finance gathered to discuss what
issues they have experienced with search and social within their sectors.
“The Greenlight Fashion Roundtable was really interesting for us as a
small brand. We gained insight into what larger fashion brands and retailers
are doing, as well as what we can do better. We’ve learnt a lot.”
Guusje Wentrup | Ecommerce and marketing Coordinator | miH Jeans
For further information on Greenlight Academy please contact academy@greenlightsearch.com
To download our sector reports and view our roundtable videos, visit www.greenlightsearch.com
9
Greenlight’s Online Search & Social Interaction Platform (GOSSIP)
The GOSSIP platform:
4 is a managed solution designed to allow global organisations to respond to the search and social
demands of modern online business.
4 Provides a home for all your media assets – press releases, videos, Twitter and blog posts, guides,
surveys, forums, polls, widgets, graphics, podcasts, promotions, voucher codes, and much more.
4 Empowers marketers to engage more effectively with journalists, social networks, and consumers by
giving them direct, rapid publishing power for the first time.
4 Responds directly to the very real danger that big brands will be left behind due to their relative
inability to be dynamic in the online search and social spheres.
Essentially, brands are often great at being corporations, but need GOSSIP to build leadership in the
fast-paced world of real time search and social media.
Greenlight’s solutions are used by many of the world’s best known brands to enhance their performance
why don’t you join them?
10
Greenlight,
Level 14, The Broadgate Tower,
Primrose Street,
London, EC2A 2EW
Natural Search
|
Paid Media
|
Social Media
|
Web Dev
T: +44 (0)20 7253 7000
|
Training
|
Technology

Brown Goods August 2011

Transcription

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