Brown goods sector report
Transcription
Brown goods sector report
The most visible websites and advertisers in Google search Brown goods sector report Issue 4 | November 2009 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 search 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, PC's and laptops, and TV's. www.greenlightsearch.com | T: +44 (0)20 7253 7000 The most visible websites and advertisers in Google search Contents 2 Introduction 3 Total audience size 4 Keyword breakdown 5 Natural search: which websites were most visible in November? 7 Natural search: cameras and camcorders 8 Natural search: DVD players and recorders 9 Natural search: entertainment products 10 Natural search: PC's and laptops 11 Natural search: TV's 12 Paid search: which advertisers were most visible in November? 14 Paid search: ad copy analysis 15 Paid search: cameras and camcorders 16 Paid search: DVD players and recorders 17 Paid search: entertainment products 18 Paid search: PC's and laptops 19 Paid search: TV's 20 Paid search bidding strategies 22 Integrated search: which websites/advertisers performed well? 24 Natural search: improve your website's position 25 Paid search: improve your visibility and efficiency 26 Request a bespoke report Brown Goods sector report | Issue 4 | November 2009 Introduction Research shows that when people look to research and purchase brown goods they go to a search engine. And more often than not they go to Google, the search engine used for 90% of all UK searches. So when people searched on Google in November what did they How the report was created We have used industry data to classify 940 of the most popular search terms that consumers use to find brown goods and totalled the number of times each one was used. This gives an indication of the size of audience and a profile of how Google users went about their search for brown goods products in November. type — and who were they most likely to see in their searches, and hence buy through or from? For natural search we then analysed the natural search rankings on Google to see which websites and brands were positioned on page one for each term. That way, we were This report answers those questions by profiling search behaviour in the brown goods sector. We’ve assessed which brands, retailers and review sites were the most visible in both natural and paid search results (and hence had the greatest share of consideration) when UK-based searchers went to Google in November to look for and buy brown goods. This sector report is based on search volumes for November 2009. able to build up an aggregate view of the most commonly appearing and prominent websites, as well as the respective size of the audience they were reaching as a result of their having that keyword-specific visibility. For paid search we monitored the advertisers appearing in the sponsored links for the top 150 of the 940 terms analysed. Data was retrieved from Google regularly on a daily basis during November to ensure a fair assessment of the paid search space, and to take into account the ad rotation system employed by Google. This data was then collated, and league tables of the most visible websites in both natural and paid search created for the brown goods sector. On the following pages you will find market view data for the brown goods industry as a whole, as well as by segment: cameras and camcorders, DVD players and recorders, entertainment products, PC's and laptops, and TV's. Get in touch to discuss your site’s specific performance. www.greenlightsearch.com | T: +44 (0)20 7253 7000 2 Brown Goods sector report | Issue 4 | November 2009 Total audience size (20.5 million searches, November 2009) Approximately how many searches were performed in November using terms relating to brown goods? There were 20.5 million searches performed in November 2009 for We have considered every search term and aggregated the number of times each one was used in September, October and November to give an indication of the number of searches. brown goods-related keywords. This is a significant increase since October, when 15.2 million searches were made. Total number of brown goods-related searches 25,000,000 September 20,000,000 October 15,000,000 November Entertainment product terms (which include MP3 players, personal video players, audio and ipod products, and brand terms such as Logitech and Apple) were 10,000,000 the most searched for, with over 5,000,000 7.5 million searches made 0 in November. 5,00 000, 0 00 000 0 IMRG states that consumer 1000000 confidence in online shopping 1500000 has grown in 2009, as 93% 2000000 of people planned to shop Number of searches by product type (November 2009) 2500000 online for festive and New Year DVD players and recorders 1,531,076 | 7% gifts, including brown goods. Source: IMRG, November 2009 Cameras and camcorders 2,627,458 | 13% Entertainment products 7,518,417 | 37% According to Google, 'online Christmas shopping started much earlier this year with TV’s 3,925,431 | 19% consumers more focused than ever in finding inspiration for their Christmas purchases' Source: Google, November 2009 PC’s and laptops 4,946,966 | 24% Get in touch to discuss your site’s specific performance. www.greenlightsearch.com | T: +44 (0)20 7253 7000 3 Brown Goods sector report | Issue 4 | November 2009 Keyword breakdown Which were the most queried terms across all brown goods search terms? The term ‘Televisions’ accounted We initially analysed 940 keywords for this exercise, which cumulatively for 2.7 million searches in delivered 20.5 million searches in November 2009. Here we looked at which individual terms were most searched for and the trends the top search terms November 2009, which was 13% of from each segment displayed over the previous six months. all brown goods-related searches. Keyword breakdown (November 2009) The most searched for brand term Televisions 2,740,000 | 13% was Apple’s ‘ipod’, which totalled 1.8 million searches in November, accounting for 9% of the overall search volume. ipod 1,830,000 | 9% Other keywords 8,640,348 | 42% We can see that all of the top MP3 players 1,220,000 | 6% keywords from each segment saw total search volume increase Laptops 1,000,000 | 5% considerably in November. For example, searches for the term Desktop pcs 1,000,000 | 5% ‘Televisions’ increased by 22%, Digital camera 823,000 | 4% Speakers 450,000 | 2% from 2.2 million in October to ipod nano 823,000 | 4% Headphones 450,000 | 2% MP3 player 450,000 | 2% Camera 450,000 | 2% 2.7 million in November. Laptop computers 673,000 | 3% Search trends for the main brown goods terms over the past six months 3,000,000 Digital camera DVD players 2,500,000 iPod Laptops 2,000,000 Televisions 1,500,000 1,000,000 500,000 0 Jun-09 Jul-09 Get in touch to discuss your site’s specific performance. Aug-09 Sep-09 Oct-09 Nov-09 www.greenlightsearch.com | T: +44 (0)20 7253 7000 4 Brown Goods sector report | Issue 4 | November 2009 Natural search Which sites were most visible in November? Amazon was the most visible Given that UK web users conducted 20.5 million searches for brown 61% share of voice in November website in natural search, achieving goods products in November 2009, which brands were best positioned on page one of Google natural search, and therefore most likely to gain the searchers’ consideration? We have determined the best positioned, and hence most visible websites 2009 through ranking at position one on page one of Google for 106 of the 940 keywords analysed. in this sector based on the volumes for each keyword, and their respective ranking on page one of Google. These websites have been scored in the league table below, which represents visibility to a total of 20.5 million searches in November. 33% visibility, through ranking at position one on Google page one The top 60 most visible brown goods websites in natural search for 43 of the terms analysed. No. Domain Monthly reached volume Monthly missed volume Percentage reached 1 amazon.co.uk 12,540,309 8,011,059 61% 2 kelkoo.co.uk 6,866,994 13,684,374 33% 3 wikipedia.org 6,078,654 14,472,714 30% 4 pcworld.co.uk 5,442,275 15,109,093 26% 5 currys.co.uk 4,726,180 15,825,188 23% 6 argos.co.uk 4,152,624 16,398,744 20% 7 tesco.com 4,034,097 16,517,271 20% 8 apple.com 3,570,691 16,980,677 17% 9 moneysupermarket.com 3,550,861 17,000,507 17% 10 pixmania.co.uk 3,258,510 17,292,858 16% 11 savebuckets.co.uk 2,971,042 17,580,326 14% 12 digitaldirect.co.uk 2,793,315 17,758,053 14% 13 laptopsdirect.co.uk 2,409,278 18,142,090 12% 14 ebuyer.com 2,384,306 18,167,062 12% 15 richersounds.com 2,345,010 18,206,358 11% 16 ciao.co.uk 2,229,156 18,322,212 11% 17 comet.co.uk 2,011,334 18,540,034 10% 18 cnet.co.uk 1,972,651 18,578,717 10% 19 advancedmp3players.co.uk 1,769,271 18,782,097 9% 20 jessops.com 1,762,577 18,788,791 9% 21 ipod.org.uk 1,464,000 19,087,368 7% 22 pricerunner.co.uk 1,284,202 19,267,166 6% 23 reviewcentre.com 1,139,910 19,411,458 6% 24 whatdigitalcamera.com 1,122,831 19,428,537 5% 25 studentcomputers.co.uk 1,066,718 19,484,650 5% Get in touch to discuss your site’s specific performance. By comparison, Kelkoo achieved Of the top 20 sites in our natural search league table, 14 were retailers, four were aggregators and two were information sites. www.greenlightsearch.com | T: +44 (0)20 7253 7000 5 Brown Goods sector report | Issue 4 | November 2009 The top 60 most visible brown goods websites in natural search (contd.) AdvancedMP3Players and No. Domain Monthly reached volume Monthly missed volume Percentage reached 26 cameras.co.uk 1,019,002 19,532,366 5% 27 johnlewis.com 980,121 19,571,247 5% 28 misco.co.uk 908,037 19,643,331 4% 29 iheadphones.co.uk 854,617 19,696,751 4% 30 photoradar.com 844,385 19,706,983 4% 31 desktoppcs.org.uk 835,550 19,715,818 4% 32 val-u-computers.co.uk 800,465 19,750,903 4% entertainment products, whilst 33 which.co.uk 767,257 19,784,111 4% Jessops retail camera and 34 bbc.co.uk 762,889 19,788,479 4% camcorder products. 35 ilounge.com 733,608 19,817,760 4% 36 dooyoo.co.uk 733,438 19,817,930 4% 37 nextag.co.uk 724,242 19,827,126 4% 38 hifiheadphones.co.uk 715,276 19,836,092 3% 39 dpreview.com 711,782 19,839,586 3% 40 headphoneworld.com 682,725 19,868,643 3% attaining 17% visibility, which is 41 laptopreviews.org.uk 680,977 19,870,391 3% lower compared to its direct retail 42 testfreaks.co.uk 672,844 19,878,524 3% competitors for brown goods. 43 itreviews.co.uk 662,456 19,888,912 3% 44 trustedreviews.com 604,921 19,946,447 3% 45 pricegrabber.co.uk 599,615 19,951,753 3% 46 sony.co.uk 595,331 19,956,037 3% 47 dell.co.uk 569,458 19,981,910 3% 48 unbeatable.co.uk 559,477 19,991,891 3% 49 play.com 551,725 19,999,643 3% content and credibility through 50 easyishop.co.uk 549,000 20,002,368 3% links. Wikipedia was the most 51 cnet.com 536,029 20,015,339 3% visible information site, attaining 52 mp3players.co.uk 488,000 20,063,368 2% 30% share of voice, which saw 53 sennheiser.co.uk 467,400 20,083,968 2% it rank at position three in our 54 reghardware.co.uk 460,097 20,091,271 2% 55 ebay.co.uk 445,139 20,106,229 2% 56 nikon.co.uk 411,180 20,140,188 2% 57 winamp.com 409,381 20,141,987 2% 58 laptopshop.co.uk 390,612 20,160,756 2% 59 pcadvisor.co.uk 378,171 20,173,197 2% 60 dell.com 375,221 20,176,147 2% Get in touch to discuss your site’s specific performance. Jessops both achieved 9% share of voice, ranking at positions 19 and 20 respectively, despite retailing a small range of products (compared to the overall market). AdvancedMP3Players retail Despite considerable offline marketing activity, Comet ranked at position 17 in our league table, Of the top 60 websites, 14 were brown goods information or review sites. These websites achieved notable visibility due to relevant natural search league table. www.greenlightsearch.com | T: +44 (0)20 7253 7000 6 Brown Goods sector report | Issue 4 | November 2009 Natural search: cameras and camcorders Searches for cameras and camcorders (including brand terms), accounted for more than 2.6 million searches in November 2009. How did those searches break down? searched for 823,000 times in November 2009, which Digital camera 823,000 | 31% Other keywords 750,458 | 29% The term ‘Digital camera’ was accounted for 31% of camera and camcorder-related searches. 48% of camera and camcorder product searches composed of just two terms: ‘Digital camera’ Olympus digital camera 40,500 | 2% and ‘Camera’. Websites which achieved visibility for those terms Pink digital camera 49,500 | 2% Camera 450,000 | 17% Digital camera memory cards 60,500 | 2% HD camcorder 60,500 | 2% secured much of the share of voice overall. Digital camera accessories 74,000 | 3% Camcorder Camera accessories 135,000 | 5% 74,000 | 3% Camcorder accessories 110,000 | 4% Jessops was the most visible website, attaining 67% visibility. This was achieved through Which websites were most visible for camera and camcorder searches? ranking on Google page one, No. Domain Monthly reached volume Monthly missed volume Percentage reached position one for 22 keywords, 1 jessops.com 1,762,577 865,601 67% including the second most queried 2 amazon.co.uk 1,633,320 994,858 62% term: ‘Camera’. 3 kelkoo.co.uk 1,476,870 1,151,308 56% 4 whatdigitalcamera.com 1,122,831 1,505,347 43% 5 pixmania.co.uk 1,083,314 1,544,864 41% By comparison, Amazon achieved 62% share of voice because 6 cameras.co.uk 1,019,002 1,609,176 39% 7 wikipedia.org 930,681 1,697,497 35% 8 photoradar.com 844,385 1,783,793 32% 9 dpreview.com 711,782 1,916,396 27% 10 nikon.co.uk 411,180 2,216,998 16% 11 trustedreviews.com 369,210 2,258,968 14% 12 pcworld.co.uk 263,502 2,364,676 10% 13 cnet.co.uk 237,977 2,390,201 9% 14 pricerunner.co.uk 232,025 2,396,153 9% 15 nextag.co.uk 208,150 2,420,028 8% 16 camera-obscura.net 180,000 2,448,178 7% 17 camera.org 180,000 2,448,178 7% 18 digital-cameras.com 150,652 2,477,526 6% 19 camcorderinfo.com 143,826 2,484,352 5% 20 warehouseexpress.com 142,693 2,485,485 5% Get in touch to discuss your site’s specific performance. it attained lower visibility for high volume driving keywords, compared to Jessops. www.greenlightsearch.com | T: +44 (0)20 7253 7000 7 Brown Goods sector report | Issue 4 | November 2009 Natural search: DVD players and recorders Searches for DVD players and recorders (including brand terms), accounted for more than 1.5 million searches in November 2009. How did those searches break down? The terms ‘DVD players’ and ‘Portable dvd player’ were queried 301,000 times each in November Other keywords 269,076 | 18% 2009, cumulatively accounting for DVD players 301,000 | 20% 40% of all DVD player and recorder product searches. Car dvd players 18,100 | 1% Panasonic dvd recorder 18,100 | 1% Car dvd player 27,100 | 2% Amazon was the most visible HD dvd player 33,100 | 2% website, attaining 91% share of voice through ranking on Google Multi region dvd player 33,100 | 2% page one, position one for 26 DVD recorder 90,500 | 6% Portable dvd player 301,000 | 20% keywords, including the three most searched for terms: ‘DVD Portable dvd players 110,000 | 7% players’, ‘Portable dvd player’ and DVD recorders 165,000 | 11% ‘DVD player’. DVD player 165,000 | 11% Kelkoo achieved 69% share of Which websites were most visible for DVD player and recorder searches? voice through ranking on the first No. Domain Monthly reached volume Monthly missed volume Percentage reached page of Google at position one for 1 amazon.co.uk 1,387,607 143,469 91% 16 keywords, but achieved lower 2 kelkoo.co.uk 1,057,423 473,653 69% visibility for high volume driving 3 comet.co.uk 854,828 676,248 56% 4 ciao.co.uk 621,377 909,699 41% 5 which.co.uk 488,444 1,042,632 32% 6 wikipedia.org 415,143 1,115,933 27% 7 richersounds.com 372,805 1,158,271 24% 8 3wisemonkeys.co.uk 340,025 1,191,051 22% 9 reviewcentre.com 314,052 1,217,024 21% 10 pixmania.co.uk 276,772 1,254,304 18% 11 moneysupermarket.com 275,429 1,255,647 18% 12 tesco.com 266,011 1,265,065 17% 13 radioandtelly.co.uk 226,558 1,304,518 15% 14 testfreaks.co.uk 215,644 1,315,432 14% 15 avsmedia.com 164,946 1,366,130 11% 16 videolan.org 146,276 1,384,800 10% 17 unbeatable.co.uk 135,131 1,395,945 9% 18 dooyoo.co.uk 128,799 1,402,277 8% 19 dvdvideosoft.com 128,123 1,402,953 8% 20 toshiba.co.uk 107,908 1,423,168 7% Get in touch to discuss your site’s specific performance. terms, compared to Amazon. www.greenlightsearch.com | T: +44 (0)20 7253 7000 8 Brown Goods sector report | Issue 4 | November 2009 Natural search: entertainment products Searches for entertainment products, such as audio, MP3 and personal video players (including brand terms), accounted for more than 7.5 million searches in November 2009. How did those searches break down? The most searched for term ‘ipod’ totalled 1.8 million searches in November, accounting for 24% of Other keywords 1,577,917 | 21% ipod 1,830,000 | 24% entertainment product searches. 51% of entertainment product Audio speakers 90,500 | 1% searches composed of just three MP4 player 90,500 | 1% terms: ‘ipod’, ‘MP3 players’ and Computer speakers 90,500 | 1% Wireless headphones 110,000 | 1% ‘ipod nano. Websites which achieved visibility for those terms Floor standing speakers 135,000 | 2% secured much of the share of Earphones 201,000 | 3% MP3 players 1,220,000 | 16% Speakers 450,000 | 6% voice overall. Amazon was the most visible Headphones 450,000 | 6% MP3 player 450,000 | 6% ipod nano 823,000 | 11% website, achieving 69% visibility. This was achieved through ranking on Google page one at Which websites were most visible for entertainment product searches? position one for 68 keywords, No. Domain Monthly reached volume Monthly missed volume Percentage reached including high volume driving 1 amazon.co.uk 5,185,963 2,332,454 69% terms, such as ‘Speakers’ and 2 wikipedia.org 3,793,009 3,725,408 50% ‘Wireless headphones’. 3 apple.com 3,137,930 4,380,487 42% 4 moneysupermarket.com 2,460,150 5,058,267 33% 5 kelkoo.co.uk 2,197,257 5,321,160 29% By comparison, Wikipedia ranked on page one, position one for eight 6 savebuckets.co.uk 2,072,860 5,445,557 28% 7 advancedmp3players.co.uk 1,769,271 5,749,146 24% 8 argos.co.uk 1,492,346 6,026,071 20% 9 ipod.org.uk 1,464,000 6,054,417 19% lower visibility for high volume 10 pcworld.co.uk 1,353,900 6,164,517 18% keywords, compared to Amazon. 11 currys.co.uk 1,114,265 6,404,152 15% 12 ciao.co.uk 902,515 6,615,902 12% 13 iheadphones.co.uk 854,617 6,663,800 11% 14 ilounge.com 733,041 6,785,376 10% 15 hifiheadphones.co.uk 715,276 6,803,140 10% 16 headphoneworld.com 682,725 6,835,692 9% 17 richersounds.com 554,750 6,963,667 7% 18 easyishop.co.uk 549,000 6,969,417 7% 19 reviewcentre.com 542,496 6,975,921 7% 20 bbc.co.uk 518,402 7,000,014 7% Get in touch to discuss your site’s specific performance. keywords analysed, and it attained www.greenlightsearch.com | T: +44 (0)20 7253 7000 9 Brown Goods sector report | Issue 4 | November 2009 Natural search: PC's and laptops Searches for PC's and laptops (including brand terms), accounted for more than 4.9 million searches in November 2009. How did those searches break down? The two most searched for terms ‘Laptops’ and ‘Desktop pcs’ totalled 1 million searches Other keywords 929,966 | 19% each in November, cumulatively Laptops 1,000,000 | 20% accounting for 40% of PC and laptop product searches. Laptop computer 60,500 | 1% Laptops direct 60,500 | 1% PCWorld was the most visible Toshiba laptops 74,000 | 1% website, achieving 76% visibility. Desktop computers 90,500 | 2% This was achieved through Acer laptops 90,500 | 2% ranking on Google page one at Computer shop 165,000 | 3% Desktop pcs 1,000,000 | 20% Computers 201,000 | 4% position one for 29 keywords, including high volume driving Cheap laptops 301,000 | 6% terms, such as ‘Desktop pcs’ Computer 301,000 | 6% and ‘Computer’. Laptop computers 673,000 | 14% LaptopsDirect ranked on page Which websites were most visible for PC and laptop searches? one, position one for 19 keywords No. Domain Monthly reached volume Monthly missed volume Percentage reached analysed, including the term 1 pcworld.co.uk 3,747,834 1,199,132 76% ‘Laptops’, but it attained lower 2 laptopsdirect.co.uk 2,407,998 2,538,968 49% visibility for other high volume 3 ebuyer.com 2,199,513 2,747,453 44% 4 tesco.com 1,807,141 3,139,825 37% 5 kelkoo.co.uk 1,599,375 3,347,591 32% 6 amazon.co.uk 1,482,121 3,464,845 30% 7 studentcomputers.co.uk 1,066,718 3,880,248 22% 8 misco.co.uk 907,055 4,039,911 18% 9 savebuckets.co.uk 855,480 4,091,486 17% 10 currys.co.uk 850,127 4,096,839 17% 11 desktoppcs.org.uk 835,550 4,111,416 17% 12 val-u-computers.co.uk 800,465 4,146,501 16% 13 pricerunner.co.uk 757,974 4,188,992 15% 14 laptopreviews.org.uk 680,977 4,265,989 14% 15 moneysupermarket.com 679,380 4,267,586 14% 16 ciao.co.uk 611,429 4,335,537 12% 17 wikipedia.org 596,315 4,350,651 12% 18 itreviews.co.uk 588,393 4,358,573 12% 19 dell.co.uk 569,458 4,377,508 12% 20 comet.co.uk 528,416 4,418,550 11% Get in touch to discuss your site’s specific performance. keywords, compared to PCWorld. www.greenlightsearch.com | T: +44 (0)20 7253 7000 10 Brown Goods sector report | Issue 4 | November 2009 Natural search: TV's Searches for TV's (including brand terms), accounted for more than 3.9 million searches in November 2009. How did those searches break down? HD tv 40,500 | 1% The term ‘Televisions’ totalled 2.7 million searches in November, accounting for 70% of TV Other keywords 381,931 | 10% product searches. Websites Portable tv 40,500 | 1% which achieved visibility for that Panasonic tv 60,500 | 2% Televisions 2,740,000 | 70% Samsung tv 74,000 | 2% keyword secured much of the share of voice overall. Plasma televisions 74,000 | 2% Plasma tv 74,000 | 2% Amazon was the most visible Flat screen tv 74,000 | 2% website, achieving 73% visibility. Television 165,000 | 4% This was achieved through ranking on Google page one LCD televisions 201,000 | 5% for high volume driving terms, such as ranking at position three for the most searched for term: ‘Televisions’. Which websites were most visible for TV searches? No. Domain Monthly reached volume Monthly missed volume Percentage reached Currys achieved 70% share of voice for TV product keywords, 1 amazon.co.uk 2,851,299 1,075,432 73% which was achieved almost solely 2 currys.co.uk 2,758,116 1,168,615 70% through ranking on page one, 3 digitaldirect.co.uk 2,563,138 1,363,593 65% 4 argos.co.uk 2,476,190 1,450,541 63% 5 tesco.com 1,929,700 1,997,031 49% position one for the most searched for term: ‘Televisions’. However, it 6 pixmania.co.uk 1,459,844 2,466,887 37% attained lower visibility for other 7 cnet.co.uk 1,429,385 2,497,346 36% high volume keywords, compared 8 richersounds.com 1,417,455 2,509,276 36% 9 johnlewis.com 919,552 3,007,179 23% 10 kelkoo.co.uk 536,069 3,390,662 14% 11 lcdtvreviews.org.uk 372,574 3,554,157 9% 12 wikipedia.org 343,504 3,583,227 9% 13 unbeatable.co.uk 313,776 3,612,954 8% 14 directtvs.co.uk 263,200 3,663,531 7% 15 discountlcdtv.co.uk 220,796 3,705,935 6% 16 bbc.co.uk 219,466 3,707,265 6% 17 televisions.com 195,840 3,730,891 5% 18 plasmatvreviews.org.uk 182,788 3,743,943 5% 19 comet.co.uk 161,956 3,764,775 4% 20 sky.com 149,629 3,777,102 4% Get in touch to discuss your site’s specific performance. to Amazon. www.greenlightsearch.com | T: +44 (0)20 7253 7000 11 Brown Goods sector report | Issue 4 | November 2009 Paid search Which advertisers were most visible in November 2009? Across the top 150 keywords, We have conducted a detailed level of monitoring and analysis to determine advertiser in November attaining which advertisers appeared in the paid search space. An advertiser’s share of voice is based on: how often they were present in Google, which ad position Amazon was the most visible 42% visibility. This was achieved they bid for, and the associated search volume for the keywords they bid on. through bidding on 147 keywords, These advertisers have been scored in the league table below, which represents at an average ad position of six. visibility across the top 150 keywords in November 2009. Although Sony bid at a higher The top 60 most visible brown goods advertisers in paid search average ad position of three, it No. Advertiser Share of voice 1 amazon.co.uk 42% 2 sony.co.uk 35% 3 johnlewis.com 29% 4 ebay.co.uk 28% 5 comet.co.uk 23% 6 argos.co.uk 22% Of the top 10 advertisers in paid 7 moneysupermarket.com 21% search, nine were brown goods 8 dell.com 17% retailers whilst only one was an 9 tesco.com 17% 10 pixmania.co.uk 15% 11 dixons.co.uk 14% 12 store.apple.com 13% 13 shopping.aol.co.uk 13% 14 play.com 12% 15 lge.com 11% 16 lowest-ipod-prices.co.uk 11% 17 very.co.uk 11% 18 sainsburys.co.uk 10% 19 hp.com 10% 20 panasonic.co.uk 9% 21 littlewoods.com 9% 22 televisions-discount.shopcompare.eu 8% 23 pcspecialist.co.uk 8% 24 mp3players.lightinthebox.com 8% 25 sky.com 7% 26 dinopc.com 7% 27 ebuyer.com 6% 28 three.co.uk 6% bid on fewer keywords (120) Get in touch to discuss your site’s specific performance. and less often; thus, it achieved slightly lower visibility (35%) than Amazon. aggregator: MoneySupermarket. www.greenlightsearch.com | T: +44 (0)20 7253 7000 12 Brown Goods sector report | Issue 4 | November 2009 The top 60 most visible brown goods advertisers in paid search (contd.) No. Advertiser Share of voice 29 shop.philips.co.uk 6% 30 marksandspencer.com 6% everyday keywords,keywords. at an average Short adspurts position 31 currys.co.uk 6% of seven, activityyet can it achieved help to drive 11%up 32 greatuniversal.com 5% your visibility ROIand ranked at position 16 in 33 pricerunner.co.uk 5% our league table. 34 apple.com 4% 35 bidfun.co.uk 4% 36 cube247.co.uk 4% 37 iheadphones.co.uk 4% 38 canon.co.uk 4% ad at position copy versions 31 in our as league possible. table, 39 maplin.co.uk 4% as it attained 6% visibility, which is 40 headphoneworld.com 4% 41 mchmedia.co.uk 4% 42 pcworld.co.uk 3% 43 camerabox.co.uk 3% 44 cheapest-ipod.com 3% lower compared to its direct retail Google’s quality score is now competitors for brown goods. It bid illustrated in the AdWords system, on only 27 keywords, at an average allowing you to see exactly what position of five. score you have. 45 sonystyle.co.uk 3% 46 shopzilla.co.uk 3% 47 cheap-lcd-tv.co.uk 3% 48 speakerpoint.co.uk 3% 49 televisions.crowdstorm.co.uk 3% 50 which.co.uk 3% 51 serversdirect.co.uk 3% 52 computerplanet.co.uk 3% 53 dabs.com 2% 54 tv.samsung.com 2% 55 cybermarket.co.uk 2% 56 viking-direct.co.uk 2% 57 misco.co.uk 2% 58 digitalcameras.shopcompare.eu 2% 59 cheap-television.com 2% 60 samsung.com 2% Get in touch to discuss your site’s specific performance. Consider Interestingly, seasonal Lowest-ipod-Prices trends and mini bid on campaigns, just six of the along 150with analysed your Ad copy should be treated as a selling Despitepoint considerable – take advantage offline by incorporating marketing activity, and testing Currys as ranked many www.greenlightsearch.com | T: +44 (0)20 7253 7000 13 Brown Goods sector report | Issue 4 | November 2009 Paid search: ad copy analysis The table below shows which ad creatives featured most ad creative, also taking into account ad position, search term frequently across the top 150 brown goods keywords in the volume and Google’s ad rotation. In addition, we have analysed Google paid search space during November 2009. Share of voice how many unique creatives were present for each advertiser. is based on the number of times Google displayed the individual No. Domain Ad creative Unique Share of creatives voice 1 dixons.co.uk TVs at Dixons Free Delivery on All TVs at Dixons. Samsung, LG, Panasonic and More. www.Dixons.co.uk/Cheap-TVs 35 9% 2 ebay.co.uk MP3 Players on eBay Low price mp3 players & accessories Feed your passion on eBay.co.uk! www.ebay.co.uk/mp3 468 9% 3 lge.com LG Seamless Entertainment Feast your senses on the innovative design of the full LG TV range lge.com/uk 5 9% 4 johnlewis.com Buy now from John Lewis Free Delivery on the latest MP3 players at John Lewis. www.johnlewis.com/apple-ipod 65 8% 5 johnlewis.com Laptops at John Lewis Buy laptop computers online with 2 Year Guarantee & Free Delivery www.johnlewis.com/laptops 65 8% 6 lowest-ipod-prices.co.uk Cheap Nano, Classic,Touch We have the cheapest prices online. Buy online. With free delivery. www.lowest-ipod-prices.co.uk/iPods 5 8% 7 mp3players.lightinthebox. com Mp3 Players All MP3 Types, Factory-Direct Price Quality MP3s with 24/7 Support. MP3Players.LightInTheBox.com 2 8% moneysupermarket.com Televisions Comparison Compare 1146 cheap Televisions and find a real low price! moneysupermarket.com/shopping 80 iPod at The Apple Store New iPod nano, iPod touch, iPod shuffle & iPod classic. Ships free. store.apple.com/uk/ipod 20 Buy Electronics at Amazon Big Savings on Electronics & More! Free UK Delivery on Amazon Orders Amazon.co.uk/electronics 615 Buy Televisions Buy Televisions Online. Save Online Great Range & Great Prices at AOL. Shopping.aol.co.uk/Television 112 Cheap l-pod Nano, Classic, Touch, Shufle... New lpods in stock! Order Now www.pixmania.co.uk 102 Top Spec Computers. Design your own computer and we'll build it for you at bargain prices! www.pcspecialist.co.uk 3 8 9 10 11 12 13 store.apple.com amazon.co.uk shopping.aol.co.uk pixmania.co.uk pcspecialist.co.uk individual ad creative across all brown goods keywords, achieving 9% share of voice. The ad creative promoted Dixons’ free delivery offer ‘on all TVs’. Amazon and eBay featured diverse ad campaigns, displaying 615 and 468 unique ad creatives respectively, whilst LG featured only five ad creatives in November. Interestingly, Comet featured 647 7% unique creatives, yet none ranked in our individual ad creative league 7% table because, it is likely, overall visibility was dispersed. 6% Of the top 15 ad creatives, five 6% focused on TV's, four on MP3 players, three on ipods and one 6% focused on laptops and computers apiece. One ad creative was 5% generic, which was displayed by Amazon, stating: ‘buy electronics 14 amazon.co.uk Sony Televisions - Sale Buy Sony Televisions - On Sale, Buy Your Sony Bravia TV & Save Now! Amazon.co.uk 615 5% 15 littlewoods.com Mp3 Players Find The Perfect Gift Online. Now With Free Delivery In Time For Xmas www.littlewoods.com 278 4% Get in touch to discuss your site’s specific performance. Dixons featured the most visible from Amazon’. www.greenlightsearch.com | T: +44 (0)20 7253 7000 14 Brown Goods sector report | Issue 4 | November 2009 Paid search: cameras and camcorders Monthly searches specifically for cameras and camcorders accounted for more than 2.6 million searches in November. Here we assess which advertisers were most visible for those keywords. Amazon attained 58% visibility for camera and camcorder products in the paid search space. This was No. Advertiser Share of voice 1 amazon.co.uk 58% the 30 keywords analysed, at an 2 argos.co.uk 58% average position of six. 3 sony.co.uk 46% 4 johnlewis.com 44% 5 tesco.com 38% 6 canon.co.uk 33% 7 camerabox.co.uk 28% 8 play.com 24% 9 moneysupermarket.com 23% 10 pixmania.co.uk 23% 11 ebay.co.uk 22% 12 comet.co.uk 21% 13 digitalcameras.shopcompare.eu 17% 14 shopping.aol.co.uk 17% 15 panasonic.co.uk 16% 16 sainsburys.co.uk 16% 17 littlewoods.com 12% Of the top individual ad creatives, 18 samsung.com 11% none were price-specific; instead, 19 buyspares.co.uk 8% three advertisers focused on 20 warehouseexpress.com 7% Argos also achieved 58% visibility by bidding at a higher average ad position of four. However, it bid less often than Amazon. Achieving 29% visibility, Argos featured the most visible individual ad creative, which promoted ‘free delivery on orders over £50’ for camera purchases. the ‘range’ of camera products available to consumers. Which ad creatives were most visible for camera and camcorder searches? No. Domain Ad creative Unique creatives Share of voice 1 argos.co.uk Big Camera Deals at Argos Free Delivery on Orders Over £50 Enter Code PFD at The Checkout! www.Argos.co.uk/Digital_Cameras 64 29% 2 johnlewis.com Buy Digital Cameras Order a new digital camera online at John Lewis with Free Delivery! www.johnlewis.com/digital-cameras 16 22% 3 canon.co.uk Canon Digital Cameras Explore a great range of cameras from Canon. Take more than pictures www.canon.co.uk 34 19% 4 johnlewis.com Digital Cameras Online Visit John Lewis online today to see our new digital camera range! www.johnlewis.com/digital-cameras 16 18% 5 tesco.com Digital Cameras at Tesco Great Range & Savings on Cameras. Next Day Delivery on Orders by 12pm www.Tesco.com/Digital_Cameras 16 18% Get in touch to discuss your site’s specific performance. achieved through bidding on all of www.greenlightsearch.com | T: +44 (0)20 7253 7000 15 Brown Goods sector report | Issue 4 | November 2009 Paid search: DVD players and recorders Monthly searches specifically for DVD players and recorders accounted for more than 1.5 million searches in November. Here we assess which advertisers were most visible for those keywords. Argos was the most visible advertiser for DVD player and recorder searches, attaining No. Advertiser Share of voice 58% visibility. This was achieved 1 argos.co.uk 58% through bidding on 28 keywords 2 ebay.co.uk 52% analysed, at an average ad position 3 amazon.co.uk 51% of four. 4 comet.co.uk 42% 5 sony.co.uk 40% 6 moneysupermarket.com 38% 7 sainsburys.co.uk 36% 8 very.co.uk 33% 9 maplin.co.uk 22% 10 greatuniversal.com 20% 11 wedodigital.co.uk 16% 12 marshallward.co.uk 14% 13 play.com 13% 14 ebuyer.com 10% 15 shop.philips.co.uk 10% 16 nextag.co.uk 9% 17 tlcbroadcast.co.uk 9% 18 willentrading.co.uk 9% 19 philips.com 9% 20 dvd-player.crowdstorm.co.uk 8% eBay bid on more keywords (29), but at a lower average ad position of five, which is the reason for it achieving slightly lower share of voice: 52%. Maplin displayed the most visible individual ad creative, which attained 19% visibility. Its ad copy was both price and product specific, stating: ‘Was £199.99 Now £129.99’ for a TV DVD product. It is interesting to note that Which ad creatives were most visible for DVD player and recorder searches? No. Domain Ad creative Unique creatives Share of voice 1 9" Portable TV DVD Sale DVD With Digital TV & Swivel Screen Was £199.99 Now £129.99 At Maplin! www.Maplin.co.uk/Portable_DVD 5 19% maplin.co.uk 208 and 149 unique ad creatives respectively (not seen in this table), whilst Maplin displayed only five in November. 2 moneysupermarket.com Cheapest DVD Players Compare 231 cheap DVD Players and find a real low price! moneysupermarket.com/shopping 25 16% 3 wedodigital.co.uk Portable DVD - 55% Off Combined Digital TV DVD Player. 10 - 15" Screens. From Just £169. www.wedodigital.co.uk/Portable_DVD 4 14% 4 marshallward.co.uk Dvd Players Discover An Online Department Store Full Of Big Brands At Marshall Ward www.marshallward.co.uk 7 13% 5 sainsburys.co.uk Cheap Portable Dvd Players Great Deals on DVD, VCR, Blu-Ray Players. Bargain Prices - Buy Now www.Sainsburys.co.uk/Players 40 10% Get in touch to discuss your site’s specific performance. Comet and Amazon featured www.greenlightsearch.com | T: +44 (0)20 7253 7000 16 Brown Goods sector report | Issue 4 | November 2009 Paid search: entertainment products Monthly searches specifically for entertainment products accounted for more than 7.5 million searches in November. Here we assess which advertisers were most visible for those keywords. Amazon attained 60% visibility for entertainment products in the paid search space. This was achieved No. Advertiser Share of voice through bidding on all of the 30 1 amazon.co.uk 60% keywords analysed, at an average 2 ebay.co.uk 42% ad position of six. 3 store.apple.com 37% 4 pixmania.co.uk 32% 5 johnlewis.com 31% 6 lowest-ipod-prices.co.uk 30% 7 mp3players.lightinthebox.com 21% 8 comet.co.uk 20% 9 argos.co.uk 20% 10 sony.co.uk 18% 11 moneysupermarket.com 16% 12 littlewoods.com 16% 13 very.co.uk 14% 14 bidfun.co.uk 12% 15 sainsburys.co.uk 12% 16 play.com 11% 17 iheadphones.co.uk 11% 18 pricerunner.co.uk 11% 19 headphoneworld.com 11% eBay displayed the most visible 20 shopping.aol.co.uk 10% individual ad creative, which By comparison, although eBay bid on the same number of keywords and at the same average ad position as Amazon, it bid less often; therefore, it achieved lower visibility (42%) than Amazon. Interestingly, Lowest-ipod-Prices and LightintheBox displayed just five and two ad creatives in November respectively, whilst eBay displayed 133. attained 25% visibility. Its ad copy Which ad creatives were most visible for entertainment product searches? No. Domain Ad creative Unique creatives Share of voice 1 ebay.co.uk MP3 Players on eBay Low price mp3 players & accessories Feed your passion on eBay.co.uk! www.ebay.co.uk/mp3 133 25% 2 johnlewis.com Buy now from John Lewis Free Delivery on the latest MP3 players at John Lewis. www.johnlewis.com/apple-ipod 6 23% 3 lowest-ipod-prices. co.uk Cheap Nano, Classic,Touch We have the cheapest prices online. Buy online. With free delivery. www.lowest-ipod-prices.co.uk/iPods 5 22% 4 mp3players. lightinthebox.com Mp3 Players FAll MP3 Types, Factory-Direct Price Quality MP3s with 24/7 Support. MP3Players.LightInTheBox.com 2 21% 5 store.apple.com iPod at The Apple Store New iPod nano, iPod touch, iPod shuffle & iPod classic. Ships free. store.apple.com/uk/ipod 15 18% Get in touch to discuss your site’s specific performance. was focused on ‘MP3 players’, which accounted for 1.2 million searches in November. www.greenlightsearch.com | T: +44 (0)20 7253 7000 17 Brown Goods sector report | Issue 4 | November 2009 Paid search: PC's and laptops Monthly searches specifically for PC's and laptops accounted for more than 4.9 million searches in November. Here we assess which advertisers were most visible for those keywords. Dell attained 70% visibility for PC and laptop searches in the paid search space. This was achieved No. Advertiser Share of voice through bidding on 28 of the 30 1 dell.com 70% keywords analysed, at an average 2 hp.com 41% ad position of three. 3 johnlewis.com 39% 4 sony.co.uk 34% 5 pcspecialist.co.uk 33% 6 dinopc.com 27% 7 three.co.uk 25% 8 tesco.com 24% 9 comet.co.uk 20% 10 cube247.co.uk 18% 11 amazon.co.uk 15% 12 pcworld.co.uk 14% 13 play.com 12% 14 sonystyle.co.uk 12% 15 ebay.co.uk 11% 16 moneysupermarket.com 11% 17 serversdirect.co.uk 11% 18 computerplanet.co.uk 11% 19 dabs.com 10% Dell’s top ad creative achieved 20 ebuyer.com 9% only 15% share of voice, despite it By contrast, although HP bid at the same average ad position as Dell, it bid on only 17 of the 30 keywords; therefore, it achieved lower visibility (41%). JohnLewis displayed the most visible individual ad creative, which attained 33% visibility. Its ad copy was focused on customer care, stating: ‘2 Year Guarantee & Free Delivery’. being the most visible advertiser. Which ad creatives were most visible for PC and laptop searches? No. Domain Ad creative Unique creatives Share of voice 1 Laptops at John Lewis Buy laptop computers online with 2 Year Guarantee & Free Delivery www.johnlewis.com/laptops 11 33% johnlewis.com ad creatives (compared to JohnLewis’ 11) across which, it is likely, visibility was dispersed. 2 pcspecialist.co.uk Top Spec Computers. Design your own computer and we'll build it for you at bargain prices! www.pcspecialist.co.uk 3 22% 3 three.co.uk Laptops From 3 Great Range of Laptops from £20pm Free Internet For Everyone. Buy Now www.three.co.uk/laptops 29 17% 4 dell.com Wireless Desktops Dell PCs With Intel Technology. Shop Now At The Official Site. www.Dell.com/uk 117 15% 5 hp.com Laptops from HP Choose from a great range of quality Laptops from HP www.hp.com/uk 38 13% Get in touch to discuss your site’s specific performance. Its campaign featured 117 unique www.greenlightsearch.com | T: +44 (0)20 7253 7000 18 Brown Goods sector report | Issue 4 | November 2009 Paid search: TV's Monthly searches specifically for TV's accounted for more than 3.9 million searches in November. Here we assess which advertisers were most visible for those keywords. Sony and Dixons attained 56% visibility for TV's in the paid search space. Both brands No. Advertiser Share of voice 1 dixons.co.uk 56% 2 sony.co.uk 56% 3 lge.com 54% 4 televisions-discount.shopcompare.eu 40% 5 moneysupermarket.com 36% 6 panasonic.co.uk 35% 7 shopping.aol.co.uk 31% 8 amazon.co.uk 30% 9 sky.com 29% 10 comet.co.uk 28% 11 currys.co.uk 21% 12 tesco.com 19% 13 ebay.co.uk 16% 14 johnlewis.com 13% 15 cheap-lcd-tv.co.uk 13% 16 televisions.crowdstorm.co.uk 12% 17 tv.samsung.com 12% 18 shop.philips.co.uk 10% 19 cheap-television.com 10% Dixons displayed the most visible 20 uk.lcdtvprices.net 9% individual ad creative, which 21 of the 30 keywords analysed, at an average ad position of four. By comparison, although LG bid on more keywords; 30, at a higher average ad position of two, it bid less often; therefore, it achieved slightly lower visibility (54%) than Sony and Dixons. Interestingly, AOLShopping and LG displayed just 12 and five unique ad creatives in November respectively, whilst Amazon displayed 92. attained 44% visibility. The ad Which ad creatives were most visible for TV searches? No. Domain Ad creative Unique creatives Share of voice 1 dixons.co.uk TVs at Dixons Free Delivery on All TVs at Dixons. Samsung, LG, Panasonic and More. www.Dixons.co.uk/Cheap-TVs 22 44% 2 lge.com LG Seamless Entertainment Feast your senses on the innovative design of the full LG TV range lge.com/uk 5 43% 3 moneysupermarket.com Televisions Comparison Compare 1146 cheap Televisions and find a real low price! moneysupermarket.com/shopping 15 33% 4 shopping.aol.co.uk Buy Televisions Buy Televisions Online. Save Online Great Range & Great Prices at AOL. Shopping.aol.co.uk/Television 12 28% 5 amazon.co.uk Sony Televisions - Sale Buy Sony Televisions - On Sale, Buy Your Sony Bravia TV & Save Now! Amazon.co.uk 92 23% Get in touch to discuss your site’s specific performance. achieved this through bidding on creative promoted Dixons’ 'free delivery offer on all TVs’. www.greenlightsearch.com | T: +44 (0)20 7253 7000 19 Brown Goods sector report | Issue 4 | November 2009 Paid search bidding strategies We have monitored Google closely to identify who was advertising in the paid search space, and when they chose to advertise. 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 16th November) Consumer search behaviour 30% Play Very 25% Percentage of visibility MoneySupermarket 20% JohnLewis eBay 15% Sony 10% AOLShopping 5% Comet Argos 0% Mon 16th Tues 17th Wed 18th Thurs 19th Fri 20th Sat 21st Sun 22nd Amazon Advertisers appeared to implement It is surprising to note that most As per consumer search behaviour, similar bidding strategies by advertisers decreased bidding all of the advertisers increased increasing paid search activity from dramatically on Wednesday. bidding over the weekend. Wednesday to Friday and bidding at However, many underestimated the a constant rate over the weekend. importance of Sunday. Get in touch to discuss your site’s specific performance. www.greenlightsearch.com | T: +44 (0)20 7253 7000 20 Brown Goods sector report | Issue 4 | November 2009 Hourly parting strategy Our research through working with brown goods retail clients 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; Friday 20th November) Consumer search behaviour Percentage of visibility 35% Play 30% Very 25% MoneySupermarket JohnLewis 20% eBay 15% AOLShopping 10% Sony Argos 5% Comet 0% Midnight - 4am 4am - 8am 8am - 12pm 12pm - 4pm 4pm - 8pm 8pm - midnight Amazon Many brown goods advertisers did eBay’s bidding strategy best reflected Interestingly, Sony and Very not appear to recognise the increase that of consumer search during appeared to bid least during the in consumer search activity between the key periods between 12pm evening and most between 4am and 8pm and midnight. and midnight, although it bid most 12pm. This bidding strategy directly between midnight and 4am. opposed the consumer search trend. Get in touch to discuss your site’s specific performance. www.greenlightsearch.com | T: +44 (0)20 7253 7000 21 Brown Goods sector report | Issue 4 | November 2009 Integrated search Which brands performed well overall? If we look at the visibility achieved by websites in natural of voice overall? Here we have taken the top websites/advertisers search and the impression share gained by those websites as across both mediums to give an indication of their integrated advertisers in the paid search space, who obtained the most share search performance. 80% 70% amazon.co.uk Natural search visibility 60% 50% Strong natural search visibility Strong integrated search visibility Poor integrated search visibility Strong paid search visibility 40% kelkoo.co.uk 30% wikipedia.org pcworld.co.uk currys.co.uk 20% tesco.com argos.co.uk apple.com savebuckets.co.uk digitaldirect.co.uk moneysupermarket.com pixmania.co.uk ebuyer.com 10% comet.co.uk johnlewis.com play.com dell.com 0% 0% 10% sony.co.uk ebay.co.uk dixons.co.uk 20% 30% 40% 50% 60% Paid search visibility Amazon was the only brand to Kelkoo was close to achieving Sony achieved strong visibility in the achieve strong integrated visibility, strong visibility in natural search, paid search space, but at the expense as it attained considerable share of attaining 33% share of voice. of natural search. voice in both natural and paid search. However, it lacked visibility in the paid search space. Get in touch to discuss your site’s specific performance. www.greenlightsearch.com | T: +44 (0)20 7253 7000 22 Brown Goods sector report | Issue 4 | November 2009 The most visible brown goods websites in both natural and paid search No. Website / advertiser Natural search Paid search 1 amazon.co.uk 61% 42% 2 argos.co.uk 20% 22% 3 moneysupermarket.com 17% 21% 4 sony.co.uk 3% 35% 5 tesco.com 20% 17% 6 johnlewis.com 5% 29% 7 kelkoo.co.uk 33% 0% 8 comet.co.uk 10% 23% 9 pixmania.co.uk 16% 15% 10 pcworld.co.uk 26% 3% 11 ebay.co.uk 2% 28% 12 wikipedia.org 30% 0% 13 currys.co.uk 23% 6% 14 apple.com 17% 4% 15 dell.com 2% 17% search, but achieved 35% visibility 16 ebuyer.com 12% 6% in paid search. 17 play.com 3% 12% 18 savebuckets.co.uk 14% 0% 19 dixons.co.uk 0% 14% 20 digitaldirect.co.uk 14% 0% 21 store.apple.com 0% 13% only 14% integrated search 22 shopping.aol.co.uk 0% 13% visibility, which is relatively low 23 laptopsdirect.co.uk 12% 0% compared its direct competitors, 24 richersounds.com 11% 0% 25 lge.com 0% 11% 26 pricerunner.co.uk 6% 5% 27 ciao.co.uk 11% 0% 28 lowest-ipod-prices.co.uk 0% 11% 29 very.co.uk 0% 11% Amazon achieved position one in 30 sainsburys.co.uk 0% 10% 31 hp.com 0% 10% 32 cnet.co.uk 10% 0% 33 panasonic.co.uk 0% 9% 34 littlewoods.com 0% 9% 35 advancedmp3players.co.uk 9% 0% 36 jessops.com 9% 0% 37 televisions-discount.shopcompare.eu 0% 8% 38 iheadphones.co.uk 4% 4% 39 pcspecialist.co.uk 0% 8% 40 mp3players.lightinthebox.com 0% 8% Get in touch to discuss your site’s specific performance. our integrated search league table due to its relatively equal exposure across both mediums. Kelkoo achieved no visibility in the paid search space, relying solely on natural search, which saw it achieve 33% visibility. By comparison, Sony attained just 3% share of voice in natural Dixons ranked at position 19 in our league table, as it achieved for example, Argos and Comet, who achieved 42% and 33% visibility respectively. www.greenlightsearch.com | T: +44 (0)20 7253 7000 23 Brown Goods sector report | Issue 4 | November 2009 Natural search: improve your website's position Certain factors can affect your position in natural search results. The brown goods sector is notoriously competitive with competition up, down and across the supply chain, which is partly aided by the ease with Comprehensive ranking is based on search engines being able to which data and systems can be scraped, integrated, white-labelled and access relevant content across syndicated. This has resulted in a market where brands are competing with your website. their direct competitors and agents, as well as having all their affiliates in tow. Consequently, rankings are difficult to achieve. Characteristics of the leading sites The leading sites excel in two key areas: content and link equity. That is, they contain a depth and breadth of content and they build good, ethical links. Content Many of the leading sites contain rich content on all the topics that surround Links play a significant role in helping sites break through the clutter and ascend rankings. The best-performing sites have the popular keywords and have made this content accessible to search all invested heavily in their engine spiders — enabling them to index and include it in their searchable linking efforts. systems. But while quality brown goods-related content is a foundation to build on, it can only be part of the equation since it is readily available and therefore used by a large number of sites. As such, the search engines need a further differentiator to help them sort through the sheer volume of brown goods-related sites available. That differentiator is link equity. Link equity Search engines use links as the primary way to determine the credibility of websites because links from third-party websites are considered similar to votes. And in the eyes of search engines these links encode a considerable amount of latent and unbiased human judgement about the quality of the linked-to website. This popularity-based indicator is exactly what search engines need in order to cut through the noise of brand websites’ self-optimised content, and ascertain the true worth of a site. The top ranking sites pursue these kinds of strategies aggressively and comprehensively at a keyword level, hence their considerable success. Your site In order for your site to perform better, considerable investment should be made into improving the quality, depth and breadth of content around the keyword topics appraised here. You should ensure your site is accessible to search engines. In addition, you should focus on developing linking strategies around each product to rapidly and dramatically improve the quantity and quality of links from third-party websites, and point to the relevant pages within your own website. Get in touch to discuss your site’s specific performance. www.greenlightsearch.com | T: +44 (0)20 7253 7000 24 Brown Goods sector report | Issue 4 | November 2009 Paid search: improve your visibility and efficiency Certain factors can affect your position in paid search. Attaining a low cost-per-click and an affordable cost-per-sale has become a key challenge in today’s marketplace. Characteristics of the leading advertisers From the data recorded, leading advertisers excel in two key areas: breadth and depth of keywords and unique ad copy. Although we cannot draw exact Consider seasonal trends and mini campaigns, along with your everyday keywords. Short spurts of activity can help to drive up your ROI. conclusions on bidding strategy, it is possible that these leading advertisers are also using a bid management tool of some type to assist in the budget and ROI management of their campaign activity. Ad copy should be treated as a sales opportunity — take advantage Keyword landscape by incorporating and testing as Your keyword landscape should mirror the products and services provided, many ad copy versions as possible. but also consider the customer search funnel (generic, branded and long tail keywords), thus allowing you to be visible at all stages of the cycle. Consumers are changing their search habits, with more utilising the long tail and searching via product-specific terms. Before jumping straight into a paid search campaign, our advice is to plan out your keyword strategy. Consider it almost as a mind map of a customer’s search journey, allowing you to consider every keyword permutation available Google’s quality score is now illustrated in the AdWords system, allowing you to see exactly what score you have. to you as a brand. Ad copy Ad copy is seen as the ‘shop window’ opportunity in paid search and therefore aligning the message with the keyword and differentiating yourself from your competitors is imperative. As well as being seen as a sales opportunity, ad copy is also a branding opportunity and therefore projecting an accurate and positive message about your brand and products is essential. Relevancy and quality/index score Behind every score ‘relevancy’ is the key driver — your keywords, campaigns, ad groups, ad copy and landing pages must all reflect your products and services. When building a search strategy, ensure you create a campaign that focuses on relevancy throughout; this will lead to a high score, thus assisting in lowering your overall and individual cost-per-click. Bid and campaign management PPC needs to be managed effectively and to an optimal level. As campaigns become larger and more complex they become difficult to manage. Bid and campaign management technologies have become the only option in the face of an increasingly competitive marketplace. Exploiting the long tail without sacrificing quality for quantity is also a challenge, especially when managing copy with pricing and specific products. Get in touch to discuss your site’s specific performance. www.greenlightsearch.com | T: +44 (0)20 7253 7000 25 Brown Goods sector report | Issue 4 | November 2009 Request a bespoke report If you would like to know exactly what share of search traffic your company is currently attracting, why not get in touch? We can show you the exact size of your market based on the keywords that matter to you most and we can measure how well you are capturing this market through your current search activity. Our sector reports are a great way to benchmark your company’s search performance. They provide a solid foundation on which to plan future search activity and help realign your search strategy. Contact Natalie Gyte | Research Manager T: +44 (0)20 3326 6238 | E: insight@greenlightsearch.com Disclaimer: The information provided in this report is for information only and should not be relied upon to enter into any business transaction or to make any commercial decision. Whilst Greenlight has made every effort to ensure the accuracy of this report, Greenlight cannot accept any liability for any error or inaccuracy found within this document and no warranty is provided regarding its completeness or its suitability for any purpose. The content of the report is the copyright of Greenlight Marketing Limited. The reader may use and circulate the report within its own business organisation. However, it is not permitted to exploit, distribute, sell or otherwise make use of the report for commercial gain. It is permitted to reproduce extracts of the report for public interest, provided that the publisher credits Greenlight as the source of the work. Get in touch to discuss your site’s specific performance. www.greenlightsearch.com | T: +44 (0)20 7253 7000 26 London office: New York office: Greenlight 101 Moorgate London EC2M 6SL Greenlight 11 Penn Plaza New York NY 10001 T: +44 (0)20 7253 7000 T: (1) 212-835-1551 E: insight@greenlightsearch.com E: insight@greenlightsearch.com www.greenlightsearch.com www.greenlightsearch.com About Greenlight Greenlight is an award-winning full service search marketing agency that is focused on delivering tailored and results-based programmes of organic SEO and paid search optimisation. Our paid search programmes have helped clients achieve as much as 200% more return from their existing paid search spend, and our SEO campaigns have created brand new revenue streams worth millions of pounds. If you think your search engine marketing efforts could use some improvement or you have any questions on this report, why not get in touch? © Greenlight Marketing Ltd 2009