The most visible websites and advertisers in Google

Transcription

The most visible websites and
advertisers in Google search
Entertainment retail sector report
Issue 1 | January 2010
A 360˚ analysis of the most important search terms, trends and
benchmarking data for entertainment retailers. 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: CDs, DVDs, Blu-Ray DVDs and gaming consoles & games.
www.greenlightsearch.com
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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 January?
7
Natural search: CDs
8
Natural search: DVDs
9
Natural search: Blu-Ray DVDs
10
Natural search: gaming consoles & games
11
Paid search: which advertisers were most visible in January?
13
Paid search: ad copy analysis
14
Paid search: CDs
15
Paid search: DVDs
16
Paid search: Blu-Ray DVDs
17
Paid search: gaming consoles & games
18
Paid search bidding strategies
20
Integrated search: which websites/advertisers performed well?
22
Improving your website’s position and audience
24
About Greenlight
Entertainment sector report | Issue 1 | January 2010
Introduction
Research shows that when people look to purchase
entertainment products 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 January what did they
How the report was created
We have used industry data to classify 3,500 of the
most popular search terms that consumers use to find
entertainment products 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 entertainment products in January.
type — and who were they most likely to see in their
For natural search we then analysed the natural search
searches, and hence buy through or from?
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 entertainment retail sector.
We’ve assessed which retailers and aggregators 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 January
to look for and buy entertainment products.
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 120 of the 3,500 terms
analysed. Data was retrieved from Google regularly on a
daily basis during January 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
This sector report is based on search volumes for
January 2010.
visible websites in both natural and paid search created for
the entertainment retail sector.
On the following pages you will find market view data for the
brown goods industry as a whole, as well as by segment: CDs,
DVDs, Blu-Ray DVDs and gaming consoles & games.
Get in touch to discuss your site’s specific performance.
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2
Total audience size (22 million searches – January 2010)
Approximately how many searches were performed in January using terms
relating to CDs, DVDs, Blu-Ray DVDs and gaming consoles & games.
We have considered every search term and aggregated the number of times
each one was used in December and January to give an indication of the
number of searches.
There were 22 million searches
performed in January 2010 for
entertainment retail-related
keywords. This a slight decrease
of 16% since December, when 26
million searches were made.
Total number of entertainment retail-related searches
Terms for gaming consoles &
30,000,000
December 2009
20,000,000
January 2010
games were the most searched for,
with over 16 million searches made
in January.
15,000,000
10,000,000
Interestingly, whilst search
volume for CDs, DVDs and
5,000,000
gaming consoles & games
0
decreased since December,
1 00
1,
000,
0 00
000
0
searches for Blu-Ray DVDs
increased in January by 17%.
1000000
1500000
According to a Nielsen report,
Number of searches by type (January 2010)
2000000
2500000
44% of UK internet users bought
videos, DVDs and games in 2008,
CDs
1,495,697 | 7%
and 37% bought CDs. They saw
Blu-Ray DVDs
1,630,980 | 7%
the market grow considerably last
Gaming consoles & Games
16,962,447 | 75%
DVDs
2,677,793 | 12%
year, and we predict that this trend
will continue into 2010.
Source: Nielsen, 2008
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3
Keyword breakdown
Which were the most queried terms across CDs, DVDs, Blu-Ray DVDs and
In January 2010, ‘Nintendo DS
gaming consoles & games?
games’ was searched for 1.8 million
We initially analysed 3,500 keywords for this exercise, which cumulatively
times, which accounted for 8% of all
delivered 22 million searches in January 2010. Here we looked at which
entertainment retail searches.
individual terms were most searched for and the trends of the top search
terms from each segment displayed over the past 12 months.
The seven most searched for
Keyword breakdown (January 2010)
Nintendo DS games
1,830,000 | 8%
keywords were all gaming console &
games-related, which accounted for
Wii games
1,220,000 | 5%
36% of the total search volume.
Xbox 360
1,220,000 | 5%
Other keywords
9,769,917 | 43%
Searches for ‘Nintendo DS games’
DVDs
1,220,000 | 5%
steadily increased since June
2009, whilst queries for the other
PS3
1,000,000 | 4%
main terms increased markedly in
Wii
823,000 | 4%
October, as consumers looked to
purchase products for Christmas.
PS3 games
823,000 | 4%
CDs
823,000 | 4%
Although search volume for the main
Nintendo DS
673,000 | 3%
Blu-Ray
673,000 | 3%
Blu Ray
673,000 | 3%
terms decreased since December,
Nintendo Wii
673,000 | 3%
Xbox 360 games
673,000 | 3%
the number of searches performed
Xbox
673,000 | 3%
remained relatively high, since
consumers were browsing for
products in the January sales.
Search trends for the main terms over the previous 12 months
2,500,000
Nintendo DS games
DVDs
2,000,000
CDs
Blu Ray
1,500,000
1,000,000
500,000
0
Feb-09
Mar-09
Apr-09
May-09
Jun-09
Jul-09
Aug-09
Sep-09
Oct-09
Nov-09
Dec-09
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Jan-10
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4
Natural search
Which sites were most visible in January?
Amazon achieved 70% share
Given that UK web users conducted 22 million searches for entertainment
ranking at position one on
of voice in January 2010 through
retail products in January 2010, which brands were best positioned on
page one of Google natural search, and therefore most likely to gain the
searchers’ consideration?
Google for 332 of the 3,500
keywords analysed.
We have determined the best positioned, and hence most visible websites
in this sector based on the volumes for each keyword, and their respective
By comparison, Play.com ranked
ranking on page one of Google. These websites have been scored in the
at position one for 60 of the
league table below, which represents visibility to a total of 22 million searches
in January.
keywords analysed, including the
term ‘DVDs’ which accounted for
The top 60 most visible entertainment retail websites in natural search
1.2 million searches in January.
No.
Domain
Monthly
reached volume
Monthly
missed volume
Percentage
reached
However, compared to Amazon,
1
amazon.co.uk
15,908,510
6,857,927
70%
it attained lower visibility for high
2
play.com
11,990,127
10,776,310
53%
volume driving terms, which is
3
wikipedia.org
10,892,486
11,873,951
48%
why it achieved lesser visibility.
4
game.co.uk
9,854,199
12,912,238
43%
5
nintendo.com
5,556,348
17,210,088
24%
6
argos.co.uk
4,942,991
17,823,446
22%
7
nintendo.co.uk
4,885,547
17,880,890
21%
8
gamespot.com
4,615,282
18,151,155
20%
natural search, five were
9
ign.com
4,449,456
18,316,981
20%
multi-channel retailers, two were
10
asda-entertainment.co.uk
4,385,843
18,380,594
19%
manufacturer sites, two were
11
playstation.com
4,060,007
18,706,430
18%
review websites and one was an
12
hmv.com
3,811,941
18,954,496
17%
information site.
13
xbox.com
3,005,567
19,760,870
13%
14
gamestation.co.uk
2,252,971
20,513,466
10%
15
wii-consoles.co.uk
2,155,650
20,610,787
9%
16
gameseek.co.uk
1,888,972
20,877,465
8%
17
blueunplugged.com
1,538,486
21,227,951
7%
18
kelkoo.co.uk
1,506,992
21,259,445
7%
19
wii.com
1,486,093
21,280,344
7%
20
microsoft.com
1,453,714
21,312,723
6%
21
find-dvd.co.uk
1,421,003
21,345,434
6%
22
blu-ray.com
1,347,857
21,418,580
6%
23
cdwow.com
1,294,704
21,471,733
6%
24
blu-raydisc.com
1,180,400
21,586,037
5%
25
aweber.com
1,098,000
21,668,437
5%
Of the top 10 websites for
entertainment-related terms in
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5
The top 60 most visible entertainment retail websites in natural search
No.
Domain
Monthly
reached volume
Monthly
missed volume
Percentage
reached
26
dvd.co.uk
1,091,951
21,674,486
5%
27
lovefilm.com
1,091,423
21,675,014
5%
28
wiipreorder.co.uk
1,078,666
21,687,771
5%
29
pricerunner.co.uk
1,047,349
21,719,088
5%
30
compareconsoleprices.co.uk
1,024,388
21,742,049
4%
31
gametrailers.com
1,007,114
21,759,323
4%
32
blockbuster.co.uk
1,001,157
21,765,280
4%
33
dooyoo.co.uk
994,659
21,771,778
4%
34
pre-order-ps3.co.uk
835,258
21,931,178
4%
35
savebuckets.co.uk
754,676
22,011,761
3%
36
gamestock.co.uk
719,297
22,047,140
3%
37
highdefdigest.com
681,175
22,085,262
3%
38
pcworld.co.uk
678,113
22,088,324
3%
39
moneysupermarket.com
643,738
22,122,699
3%
40
xbox360-offers.co.uk
591,387
22,175,050
3%
41
corpdocs.co.uk
576,100
22,190,337
3%
42
nintendodsi.com
544,478
22,221,959
2%
43
sonypictures.com
539,880
22,226,557
2%
44
oxm.co.uk
535,110
22,231,327
2%
45
uk.net
526,995
22,239,442
2%
46
comet.co.uk
511,183
22,255,254
2%
47
ndsgames.com
484,580
22,281,857
2%
48
ebay.co.uk
468,139
22,298,298
2%
49
ciao.co.uk
447,255
22,319,182
2%
50
yahoo.com
442,378
22,324,059
2%
51
360bargains.co.uk
427,398
22,339,039
2%
52
whathifi.com
403,800
22,362,637
2%
53
cheapnintendowiiconsole.com
397,020
22,369,417
2%
54
bbc.co.uk
384,599
22,381,838
2%
55
cnet.com
376,856
22,389,581
2%
56
psp-hacks.com
364,000
22,402,437
2%
57
testfreaks.co.uk
363,374
22,403,063
2%
58
pspeur.org
360,000
22,406,437
2%
59
about.com
346,674
22,419,763
2%
60
pricegrabber.co.uk
336,202
22,430,235
1%
Wikipedia, which is a
non-entertainment retail site,
attained notable visibility due
to relevant content and credibility
through links.
Interestingly, Nintendo utilised two
domains (.com) and (.co.uk), which
ranked at positions five and seven
in our league table respectively.
Cumulatively, the brand achieved
45% visibility.
Only 14 websites were visible
for more than 10% of
entertainment-related searches in
January 2010, indicating that there
are massive gains to be made for
many players within the market.
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6
Natural search: CDs
Searches for CDs, including generic keywords and popular artists, accounted
for more than 1.4 million searches in January 2010. How did those searches
break down?
The term ‘CDs’ was searched for
823,000 times in January 2010,
which accounted for 55% of all
CDs
823,000 | 55%
searches for CDs. Websites which
Other keywords
465,397 | 31%
achieved visibility for that term
secured much of the overall share
of voice.
Play.com was the most visible
Rolling Stones CDs
9,900 | 1%
website, attaining 74% share of
Michael Jackson CDs
9,900 | 1%
voice through ranking at position
Music CD
9,900 | 1%
one for 27 keywords, including the
Pink Floyd CDs
12,100 | 1%
Beatles CDs
14,800 | 1%
Elvis Presley CDs
27,100 | 2%
most searched for term: ‘CDs’.
Music CDs
33,100 | 2%
Wikipedia achieved 70% visibility
CD
90,500 | 6%
due to relevant content on
CD-related products and credibility
Which websites were most visible for CD keywords?
through links.
No.
Domain
Monthly
reached volume
Monthly
missed volume
Percentage
reached
1
play.com
1,099,438
396,259
74%
2
wikipedia.org
1,040,973
454,724
70%
3
amazon.co.uk
898,083
597,614
60%
By contrast, Amazon (.co.uk),
ranked at position one for 117
4
hmv.com
866,532
629,165
58%
keywords; however, it achieved
5
cdwow.com
802,465
693,232
54%
lower visibility for the high volume
6
corpdocs.co.uk
576,100
919,597
39%
7
398,312
1,097,385
27%
8
drama.ac.uk
329,200
1,166,497
22%
to Play.com and Wikipedia, which
saw it attain third position in our
9
cduniverse.com
265,842
1,229,855
18%
10
dl.ac.uk
246,900
1,248,797
17%
11
mattscdsingles.com
182,610
1,313,087
12%
12
eil.com
179,655
1,316,042
12%
13
amazon.com
125,024
1,370,673
8%
14
sing365.com
99,904
1,395,792
7%
15
101cd.com
73,570
1,422,127
5%
16
about.com
70,283
1,425,414
5%
17
rl.ac.uk
57,610
1,438,087
4%
18
cdzone.co.uk
52,660
1,443,037
4%
19
elvisoncd.com
41,220
1,454,477
3%
20
ft.com
41,150
1,454,547
3%
driving terms, compared
league table.
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7
Natural search: DVDs
Searches for DVDs, including generic keywords and popular titles, accounted
for more than 2.6 million searches in January 2010. How did those searches
break down?
consisted of just two keywords:
‘DVDs’ and ‘DVD’, which
Other keywords
549,993 | 21%
Comedy DVDs
18,100 | 1%
67% of all DVD-related searches
cumulatively accounted for over
1.7 million searches in January.
Horror DVD
18,100 | 1%
DVDs
1,220,000 | 46%
Cheap DVDs
18,100 | 1%
Websites which achieved visibility
for those terms secured much of
Doctor Who DVD
22,200 | 1%
the overall share of voice.
Twilight DVD
22,200 | 1%
Play.com was the most visible
DVD releases
27,100 | 1%
website in January, attaining 84%
Disney DVDs
40,500 | 2%
share of voice through ranking
Childrens DVDs
40,500 | 2%
DVD box sets
60,500 | 2%
at position one for 23 keywords,
including the two most searched
Disney DVD
90,500 | 3%
for keywords: ‘DVDs’ and ‘DVD’.
DVD
550,000 | 21%
By comparison, although Amazon
Which websites were most visible for DVD keywords?
(.co.uk) ranked at position one for
No.
Domain
Monthly
reached volume
Monthly
missed volume
Percentage
reached
117 keywords, it achieved lower
1
play.com
2,248,111
429,202
84%
visibility for the high volume
2
amazon.co.uk
2,231,189
446,124
83%
driving terms (compared to
3
wikipedia.org
1,441,593
1,235,720
54%
4
find-dvd.co.uk
1,421,003
1,256,310
53%
5
hmv.com
1,238,327
1,438,986
46%
6
lovefilm.com
1,087,067
1,590,246
41%
7
dvd.co.uk
1,064,166
1,613,147
40%
8
blockbuster.co.uk
669,161
2,008,152
25%
9
665,700
2,011,613
25%
10
dvdboxoffice.com
268,958
2,408,355
10%
11
dvdtimes.co.uk
180,274
2,497,039
7%
12
go.com
149,135
2,528,178
6%
13
disney.co.uk
125,214
2,552,099
5%
14
cdwow.com
113,377
2,563,936
4%
15
ultimatedisney.com
102,176
2,575,137
4%
16
imdb.com
101,775
2,575,538
4%
17
dvdcollections.co.uk
96,561
2,580,752
4%
18
kelkoo.co.uk
93,761
2,583,552
4%
19
about.com
89,418
2,587,895
3%
20
amazon.com
74,920
2,602,393
3%
Play.com), which saw it attain
slightly lower visibility of 83%.
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8
Natural search: Blu-Ray DVDs
Searches for Blu-Ray DVDs, including generic keywords and popular titles,
accounted for more than 1.6 million searches in January 2010. How did those
searches break down?
The terms ‘Blu Ray’ and ‘Blu-Ray’
were searched for 673,000 times
each, cumulatively accounting for
Blu-Ray DVDs
40,500 | 2%
82% of all searches for
Other keywords
55,980 | 3%
Blu-Ray DVDs. This high
Blu Ray DVD
74,000 | 5%
Blu Ray
673,000 | 41%
percentage indicates that
Blu-Ray DVD
74,000 | 5%
consumers tend to utilise more
generic terms to search for Blu-Ray
Blu-Ray
673,000 | 41%
DVDs, compared to other products
featured in this sector report.
Wikipedia was the most visible
website, achieving 94% visibility
through ranking at position one
for the two most searched for
terms ‘Blu Ray’ and ‘Blu-Ray’.
Which websites were most visible for Blu-Ray DVD keywords?
Although Blu-Ray.com achieved
No.
Domain
Monthly
reached Volume
Monthly
missed volume
Percentage
reached
1
wikipedia.org
1,533,160
97,820
94%
2
blu-ray.com
1,347,857
283,123
83%
3
play.com
1,312,768
318,212
80%
4
amazon.co.uk
1,203,778
427,202
74%
on page one consistently for most
of the keywords.
5
blu-raydisc.com
1,180,400
450,580
72%
6
highdefdigest.com
680,920
950,060
42%
83% visibility, it did not rank
at position one for any of the
keywords analysed, rather it ranked
7
hmv.com
615,384
1,015,596
38%
8
sonypictures.com
539,880
1,091,100
33%
9
whathifi.com
403,800
1,227,180
25%
10
cdwow.com
187,504
1,443,476
11%
11
pocket-lint.com
94,220
1,536,760
6%
products, Zavvi achieved just 3%
visibility for Blu-Ray keywords,
12
about.com
76,745
1,554,235
5%
13
dvd-cloner.com
62,720
1,568,260
4%
14
zavvi.com
56,892
1,574,088
3%
15
myce.com
46,600
1,584,380
3%
16
totalblankmedia.com
32,400
1,598,580
2%
17
findanyfilm.com
32,400
1,598,580
2%
18
filmschoolrejects.com
29,600
1,601,380
2%
19
slashfilm.com
26,640
1,604,340
2%
20
rayinblu.com
24,300
1,606,680
1%
Despite considerable offline
marketing for entertainment
which saw it rank at position 14
in our league table in January.
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9
Natural search: gaming consoles & games
Searches for gaming consoles & games, including console-related keywords
and popular games titles, accounted for more than 16 million searches in
January 2010. How did those searches break down?
was searched for 1.8 million
times, which accounted for
Nintendo DS games
1,830,000 | 11%
11% of all searches for gaming
Wii games
1,220,000 | 7%
Other keywords
9,608,000 | 57%
The term ‘Nintendo DS games’
Xbox 360
1,220,000 | 7%
consoles & games in January.
Amazon was the most visible
website, achieving 68% share of
PS3
1,000,000 | 6%
voice through ranking at position
one for 93 keywords analysed.
Wii
823,000 | 5%
PS3 games
823,000 | 5%
Nintendo DS
673,000 | 4%
Xbox 360 games
673,000 | 4%
the terms ‘Wii games’ and ‘Xbox
360 games’, which cumulatively
Nintendo Wii
673,000 | 4%
accounted for 1.8 million searches
Xbox
673,000 | 4%
in January; however, it achieved
lower visibility for the high
Which websites were most visible for gaming consoles & games keywords?
No.
Domain
Monthly
reached Volume
Monthly
missed volume
Percentage
reached
1
amazon.co.uk
11,575,461
5,386,986
68%
2
game.co.uk
9,854,199
7,108,248
58%
3
play.com
7,329,810
9,632,637
43%
4
wikipedia.org
6,876,760
10,085,687
41%
5
nintendo.com
5,556,348
11,406,098
33%
6
argos.co.uk
4,942,965
12,019,482
29%
7
nintendo.co.uk
4,885,547
12,076,900
29%
8
gamespot.com
4,615,278
12,347,169
27%
9
ign.com
4,448,176
12,514,271
26%
10
playstation.com
4,060,007
12,902,440
24%
11
3,320,400
13,642,047
20%
12
xbox.com
3,005,568
13,956,880
18%
13
gamestation.co.uk
2,252,971
14,709,476
13%
14
wii-consoles.co.uk
2,155,650
14,806,797
13%
15
gameseek.co.uk
1,888,819
15,073,628
11%
16
blueunplugged.com
1,538,486
15,423,961
9%
17
wii.com
1,486,093
15,476,354
9%
18
microsoft.com
1,453,476
15,508,971
9%
19
kelkoo.co.uk
1,396,468
15,565,979
8%
20
aweber.com
1,098,000
15,864,447
6%
Game ranked at position one for
volume driving terms, compared
to Amazon.
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10
Paid search
Which advertisers were most visible in January?
Across the top 120 keywords,
We have conducted a detailed level of monitoring and analysis to determine
advertiser in January, achieving
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
73% share of voice. This was
they bid for, and the associated search volume for the keywords they bid on.
attained through bidding on 119
These advertisers have been scored in the league table below, which represents
terms, at an average ad position
visibility across the top 120 keywords in January 2010.
of four.
The top 60 most visible entertainment retail advertisers in paid search
No.
Advertiser
Share of voice
1
amazon.co.uk
73%
2
game.co.uk
45%
3
play.com
42%
4
very.co.uk
35%
5
31%
6
bidfun.co.uk
26%
7
gamestation.co.uk
22%
8
ebay.co.uk
21%
9
littlewoods.com
18%
10
argos.co.uk
18%
11
zavvi.com
18%
12
deals.ebay.co.uk
17%
13
viking-direct.co.uk
14%
14
asda.com
12%
15
12%
16
gameplay.co.uk
12%
17
dvd.co.uk
11%
18
nds-multi-games.com
10%
19
xbox.com
10%
20
tescoentertainment.com
9%
21
comet.co.uk
9%
22
ebuyer.com
8%
23
woolworthsentertainment.co.uk
6%
24
hmv.com
6%
25
swoopo.co.uk
5%
26
idasworld.co.uk
5%
27
dealtime.co.uk
4%
28
dialaphone.co.uk
4%
By comparison, although Game bid
at the same average ad position,
it bid on fewer keywords (28) and
less often, which saw it achieve
45% visibility.
GameStation bid on just 14 of
the keywords (at an average ad
position of six), yet it achieved a
notable share of voice and ranked
at position seven in our paid
search league table.
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11
The top 60 most visible entertainment retail advertisers in paid search (contd.)
In January, all of the top 10
No.
Advertiser
Share of voice
29
ask.com
4%
30
carphonewarehouse.com
4%
31
phones4u.co.uk
4%
32
easportsactive.co.uk
3%
Consistent with our natural
33
flutteroo.co.uk
3%
search analysis, only 19 websites
34
smartshopping.co.uk
3%
were visible for more than
35
ps3prices.co.uk
3%
10% of entertainment-related
36
playgamesuk.com
3%
searches, indicating that there
37
cduniverse.com
3%
38
shopzilla.co.uk
3%
39
sony.co.uk
3%
40
aido.com
3%
41
music.aol.co.uk
2%
42
johnlewis.com
2%
Despite extensive offline
43
marksandspencer.com
2%
marketing activity, HMV achieved
44
pixmania.co.uk
2%
just 6% share of voice in the paid
45
additionsdirect.co.uk
2%
search space, which saw it rank
46
pioneer.co.uk
2%
47
affordablemobiles.co.uk
2%
48
supaprice.co.uk
2%
49
petertyson.co.uk
2%
50
uknetguide.co.uk
2%
51
tesco.com
2%
52
nextdaygames.co.uk
2%
53
nintendowii.swoopo.co.uk
2%
54
games.bookmarks.excite.co.uk
2%
55
letsbuyit.co.uk
2%
56
moviesunlimited.com
2%
57
idealo.co.uk
2%
58
bookmarks.excite.co.uk
1%
59
uk.playstation.com
1%
60
blockbuster.co.uk
1%
advertisers in paid search were
multi-channel retailers.
are considerable gains to be
made for many advertisers within
the market.
at position 24 in our league table.
During January, it bid on 100
analysed keywords, at an average
ad position of four.
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12
Paid search: ad copy analysis
The table below shows which ad creatives featured most
creative, also taking into account ad position, search term volume
frequently across the top 120 entertainment retail keywords in the
and Google’s ad rotation. In addition, we have analysed how many
Google paid search space during January 2010. Share of voice is
unique creatives were present for each advertiser.
based on the number of times Google displayed the individual ad
No.
Advertiser
Ad creative
Unique
Share of
creatives voice
1
game.co.uk
Buy Nintendo DS Games
Get the Latest DS Titles from GAME.
Buy one get one free offer now on!
www.GAME.co.uk
28
ASDA Nintendo Wii
Great Prices on Nintendo Wii Consoles &
Accessories! Shop Now
ASDA.com/NintendoWii
6
Nintendo-ds Games
Low prices on nintendo-ds games.
Free UK Delivery on Amazon Orders
Amazon.co.uk
119
2
3
asda.com
amazon.co.uk
12%
Although Amazon was the most
visible advertiser, it was Game
which displayed the most visible
12%
individual ad creative. The Amazon
ad campaign included 119 unique
11%
creatives (compared to Game’s 28
and Asda's six) across which, it is
4
very.co.uk
Nintendo Ds Games
Get Gaming With Our Huge Selection Of
Computer Games, Free Returns!
www.very.co.uk
83
10%
likely, visibility was dispersed.
5
xbox.com
Xbox 360 Live
Do More With Your Xbox! Play Your Friends,
Watch HD Movies & Sky TV
www.Xbox.com/Live
4
9%
Game’s most visible individual
Nintendo DS Bundles
Buy Nintendo DS Bundles at GAME.
Free UK Delivery. From £109.99!
www.GAME.co.uk
28
Nintendo Wii Games
Buy New & Pre-Owned Wii Games.
Free UK Delivery at Gamestation!
www.Gamestation.co.uk
14
6
7
game.co.uk
gamestation.co.uk
ad creative achieved 12% share
8%
promotion on Nintendo DS games,
8%
amazon.co.uk
Wii - Games at Amazon
Low prices for Video Games and more.
Amazon.co.uk/videogames
119
7%
9
very.co.uk
DVD Boxsets & Collections
One Stop Shop For DVD Collections!
Buy Today & Get Next Day Delivery.
www.very.co.uk/DVD
83
7%
PS3 Slim - up to 90% off
Save up to 90% on brand new Playstation 3
Slim with 120GB disk!
www.bidfun.co.uk/sony-playstation-3
17
Xbox 360 - up to 90% off
Save up to 90% on this brand new Xbox
360 console with 120GB disk!
www.bidfun.co.uk/xbox-360
17
11
bidfun.co.uk
bidfun.co.uk
Of the top 15 individual ad
creatives, 12 were gaming consoles
& games-related (six alone
6%
advertised Nintendo DS games)
and three focused on DVDs. None
6%
of the top ad creatives promoted
CDs or Blu-Ray DVDs.
12
viking-direct.co.uk
Nintendo Ds Games
Make Sombody's Christmas this Year
Latest DS Games Releases in Stock
www.Viking-Direct.co.uk/DS_Games
24
6%
13
dvd.co.uk
Cheap Dvds
Cheap Dvds With Free UK Delivery at
dvd.co.uk
www.dvd.co.uk/cheap_dvds
20
6%
14
amazon.co.uk
Dvds at Amazon.co.uk
Over 10,000 DVDs under £10 Free UK
Delivery on Amazon Orders
Amazon.co.uk/Blu-ray
119
5%
15
gameplay.co.uk
Nintendo DS Games Cheap
Games for Nintendo DS Free UK Delivery
on All Games!
www.gameplay.co.uk
7
5%
stating: ‘Buy one get one free offer
now on’.
8
10
of voice, and displayed a sales
Interestingly, eight of the top ad
creatives stated delivery offers as
a unique selling point to incentivise
the consumer to click.
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13
Paid search: CDs
Monthly searches specifically for CDs, including generic keywords and
popular artists, accounted for more than 1.4 million searches in January. Here
we assess which advertisers were most visible for those keywords.
Amazon attained 83% visibility
in the paid search space through
bidding on all 30 of the keywords
No.
Advertiser
Share of voice
analysed, at an average ad position
1
amazon.co.uk
83%
of three.
2
59%
3
play.com
58%
4
dvd.co.uk
56%
5
music.aol.co.uk
49%
6
49%
7
ebay.co.uk
41%
8
cduniverse.com
39%
9
hmv.com
25%
10
oxfam.org.uk
22%
11
ask.com
18%
12
17%
13
secondspin.com
12%
14
kelkoo.co.uk
10%
15
everyclick.shop.com
6%
16
electrical-shopping.com
6%
17
marksandspencer.com
6%
18
youtube.co.uk
5%
DVD.co.uk and CDUniverse’s three)
19
gumtree.com
4%
across which, it is likely, visibility
20
tdwaterhouse.co.uk
4%
was dispersed.
By comparison, while
AsdaEntertainment bid at the same
average ad position of three, it
only bid on 24 keywords, which is
the reason that it achieved slightly
lower visibility than Amazon.
visible advertiser, it was DVD.co.uk
individual ad creative. The
Amazon campaign included 72
unique creatives (compared to
Which ad creatives were most visible for CD keywords?
No. Advertiser
Ad creative
Unique
creatives
Share of
voice
1
Buy Music Cds
Buy Music Cds With Free UK Delivery at
dvd.co.uk
www.dvd.co.uk/Cheap_CDs
3
56%
dvd.co.uk
56% visibility. Its ad creative was
generic, as were the other top ad
creatives; however, it did advertise
2
music.aol.co.uk
Music cds
Watch and listen to music With AOL - Music
for Everyone Free!
music.aol.co.uk
7
48%
3
CD Price Blitz at Tesco
Free UK Delivery on All CD's with Double
Clubcard points at Tesco!
www.tescoentertainment.com
8
46%
4
cduniverse.com
Buy CDs CD
Universe: Huge Selection, Low Prices, Audio
Samples & Reviews!
www.CDUniverse.com
3
30%
5
amazon.co.uk
Amazon UK CD Store
1000s of the Top Selling CDs Avail.
Free UK Delivery On Orders over £5
www.amazon.co.uk
72
29%
The DVD.co.uk ad creative achieved
‘free delivery’ to all UK consumers.
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Paid search: DVDs
Monthly searches specifically for DVDs, including generic keywords and
popular titles, accounted for more than 2.6 million searches in January. Here
we assess which advertisers were most visible for those keywords.
advertiser for DVD keywords,
attaining 91% visibility. This was
No.
Advertiser
Share of voice
achieved through bidding on 29 of
1
amazon.co.uk
91%
the 30 keywords analysed, at an
2
dvd.co.uk
72%
average ad position of four.
3
very.co.uk
66%
4
56%
5
zavvi.com
47%
6
45%
7
play.com
34%
8
aido.com
24%
9
23%
10
hmv.com
20%
11
moviesunlimited.com
15%
12
ebay.co.uk
14%
13
deals.ebay.co.uk
10%
14
uk.prweb.com
10%
15
littlewoods.com
8%
16
gumtree.com
7%
17
vivaverve.com
7%
Interestingly, in Amazon’s ad
18
cduniverse.com
6%
creative the advertiser promoted
19
viking-direct.co.uk
6%
its DVDs, yet displayed a URL for
20
actorshalloffame.org
6%
Blu-Ray products.
By contrast, although DVD.co.uk
bid at a higher average ad position
of three, it bid on just seven
keywords, which was the reason it
achieved lower visibility of 72%.
Attaining 62% visibility, Very
featured the most visible ad
creative, which advertised ‘DVD
boxsets & collections’.
Which ad creatives were most visible for DVD keywords?
No. Advertiser
Ad creative
Unique
creatives
Share of
voice
1
very.co.uk
DVD Boxsets & Collections
One Stop Shop For DVD Collections! Buy
Today & Get Next Day Delivery.
www.very.co.uk/DVD
58
62%
2
dvd.co.uk
Cheap Dvds
Cheap Dvds With Free UK Delivery at
dvd.co.uk
www.dvd.co.uk/cheap_dvds
5
51%
3
amazon.co.uk
Dvds at Amazon.co.uk
Over 10,000 DVDs under £10 Free UK
Delivery on Amazon Orders
Amazon.co.uk/Blu-ray
77
49%
4
DVD Price Blitz at Tesco
Buy all your favourite DVDs with
Free Delivery & Clubcard points.
www.tescoentertainment.com
8
40%
5
aido.com
Cheap DVDs, Fast Shipping
Best DVD Offers At Low Prices. Up To 50%
Off! Register Now.
www.Aido.com/CheapDVDs
3
24%
Of the top five ad creatives four
stated deliver offers to incentivise
consumers to click.
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Paid search: Blu-Ray DVDs
Monthly searches specifically for Blu-Ray DVDs, including generic keywords
and popular titles, accounted for more than 1.6 million searches in January.
Here we assess which advertisers were most visible for those keywords.
for Blu-Ray DVD keywords in
the paid search space. This was
No.
Advertiser
Share of voice
achieved through bidding on all 30
1
amazon.co.uk
91%
keywords analysed, at an average
2
play.com
87%
ad position of three.
3
56%
4
ebuyer.com
42%
5
zavvi.com
42%
6
sony.co.uk
38%
7
pioneer.co.uk
31%
8
petertyson.co.uk
29%
9
hmv.com
25%
10
25%
Achieving 62% visibility, Amazon
11
plusdvd.co.uk
16%
featured the most visible
12
ebay.co.uk
15%
13
hificorner.co.uk
14%
14
blockbuster.co.uk
13%
15
cvbmedia.co.uk
10%
16
10%
17
hdeverything.co.uk
9%
It is interesting to note that
18
inetvideo.com
6%
two of the top ad creatives,
19
rdvd.co.uk
5%
which were displayed by Ebuyer
20
very.co.uk
4%
and PeterTyson, advertised
By comparison, Play.com achieved
87% visibility by also bidding on
all 30 keywords, but it bid at a
lower average ad position of four.
individual ad creative, which
promoted ‘free delivery’ to all
UK consumers.
Blu-Ray players rather than
Which ad creatives were most visible for Blu-Ray DVD keywords?
No. Advertiser
Ad creative
Unique
creatives
Share of
voice
1
amazon.co.uk
Blu/ray at Amazon.co.uk
Top Rated Film & TV on DVD
Amazon.co.uk/dvd
75
62%
2
ebuyer.com
DVD Blu Ray Players
In Stock & Ready To Deliver For Just £124.99
From Ebuyer!
www.Ebuyer.com
1
42%
3
zavvi.com
Zavvi Blu Ray Offers
Amazing Movie Deals at Zavvi.com
Great Offers Everyday: Free P&P
www.zavvi.com/Blu_Ray
13
41%
4
petertyson.co.uk
Pioneer Blu-Ray Players
BDP120 & BDP320. New low prices
Free delivery, 2 years warranty
www.petertyson.co.uk
2
29%
5
70% Off DVDs At Woolies
Up to 70% off DVD Box Sets at
Woolworths today. Free delivery!
woolworthsentertainment.co.uk/DVD
11
23%
Blu- Ray DVDs.
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Paid search: gaming consoles & games
Monthly searches specifically for gaming consoles & games, including
console-related keywords and popular games titles, accounted for more than
16 million searches in January. Here we assess which advertisers were most
in paid search through bidding on
all 30 keywords analysed, at an
visible for those keywords.
average ad position of five.
No.
Advertiser
Share of voice
1
amazon.co.uk
69%
2
game.co.uk
59%
3
play.com
38%
4
very.co.uk
36%
four, it bid on fewer keywords (27),
5
bidfun.co.uk
33%
which is the reason it achieved
6
gamestation.co.uk
28%
lower visibility of 59%.
7
24%
8
argos.co.uk
23%
9
littlewoods.com
22%
10
ebay.co.uk
22%
11
deals.ebay.co.uk
20%
12
viking-direct.co.uk
17%
13
asda.com
16%
campaign included 206 unique
14
16%
creatives (compared to Game’s 25
15
gameplay.co.uk
15%
and Asda’s two) across which, it is
16
nds-multi-games.com
13%
likely, visibility was dispersed.
17
xbox.com
13%
18
zavvi.com
13%
19
comet.co.uk
12%
20
idasworld.co.uk
6%
By comparison, although Game bid
at a higher average ad position of
visible advertiser, it was Game
individual ad creative. The Amazon
Game’s ad creative attained 16%
visibility, which promoted its ‘Buy
one get one free offer’ for Nintendo
Which ad creatives were most visible for gaming consoles and games keywords?
No. Advertiser
Ad creative
Unique
creatives
Share of
voice
1
game.co.uk
Buy Nintendo DS Games
Get the Latest DS Titles from GAME.
Buy one get one free offer now on!
www.GAME.co.uk
25
16%
2
asda.com
ASDA Nintendo Wii
Great Prices on Nintendo Wii Consoles &
Accessories! Shop Now
ASDA.com/NintendoWii
2
16%
3
amazon.co.uk
Nintendo-ds Games
Low prices on nintendo-ds games.
Amazon.co.uk
206
14%
4
very.co.uk
Nintendo Ds Games
Get Gaming With Our Huge Selection Of
Computer Games, Free Returns!
www.very.co.uk
42
13%
5
xbox.com
Xbox 360 Live
Do More With Your Xbox! Play Your Friends,
Watch HD Movies & Sky TV
www.Xbox.com/Live
8
12%
DS games.
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17
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 retail clients, has found that
most entertainment retail-related search queries are performed over the
weekend, especially Sunday, with fewer searches made 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 25th January)
Consumer search behaviour
25%
HMV
Viking Direct
20%
Percentage of visibility
Game
Sony
15%
Zavvi
Very
10%
TescoEntertainment
AsdaEntertainment
5%
Play.com
Amazon
0%
Mon 25th
Tues 26th
Wed 27th
Thurs 28th
Fri 29th
Sat 30th
Sun 31st
Many advertisers appeared to vary
Sony seemed to best reflect consumer
Interestingly, VikingDirect appeared
bidding very little throughout the
search behaviour by increasing
to bid most between Monday and
week, thus underestimating the
bidding during the week; however, it
Wednesday, yet stopped bidding
importance of consumer search
decreased bidding on Sunday.
completely over the weekend, which
activity over the weekend.
opposed the consumer search trend.
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18
Hourly parting strategy
Our research, through working with various 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 increase 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; Tuesday 26th January)
35%
Consumer search behaviour
30%
Game
eBay
Percentage of visibility
25%
Very
20%
Zavvi
Argos
15%
TescoEntertainment
10%
AsdaEntertainment
5%
Play.com
Amazon
0%
Midnight - 4am
4am - 8am
8am - 12pm
12pm - 4am
4pm - 8pm
8pm - Midnight
Many advertisers appeared to
Game best reflected consumer
Argos seemed to halt bidding
implement similar strategies by
search behaviour as it outbid its
overnight but it overestimated
bidding at a constant rate throughout
competitors during the key evening
consumer search behaviour during
the day, then slightly increasing
period; however, it continued to bid at
the day and underestimated search
bidding between 8pm and midnight.
a high rate overnight.
activity in the evening.
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19
Integrated search
Which websites/advertisers performed well?
If we look at the visibility achieved by websites in natural search
voice overall? Here we have taken the top websites/advertisers
and the impression share gained by those websites as advertisers
across both mediums to give an indication of their integrated
in the paid search space, who obtained the most share of
search performance.
80%
70%
Strong natural
search visibility
amazon.co.uk
Strong integrated
search visibility
60%
Natural search visibility
play.com
50%
wikipedia.org
game.co.uk
40%
30%
Poor integrated
search visibility
nintendo.com
nintendo.co.uk
Strong paid
search visibility
argos.co.uk
gamespot.com
20%
ign.com
hmv.com
playstation.com
xbox.com
10%
gamestation.co.uk
littlewoods.com
zavvi.com
ebay.co.uk
bidfun.co.uk
deals.ebay.co.uk
very.co.uk
0%
0%
10%
20%
30%
40%
50%
6%
70%
80%
Paid search visibility
Amazon, Play.com and Game
Wikipedia attained strong visibility in
Very was close to achieving strong
achieved strong visibility in integrated
natural search, achieving 48% share
visibility in paid search, attaining
search, as all three attained
of voice; however, it lacked visibility in
35% share of voice, but achieved no
considerable share of voice in both
the paid search space.
visibility in natural search.
natural and paid search.
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20
The most visible entertainment retail brands in both natural and paid search
No.
Website / advertiser
Natural search
Paid search
1
amazon.co.uk
70%
73%
2
play.com
53%
42%
3
game.co.uk
43%
45%
4
19%
31%
5
wikipedia.org
48%
0%
6
argos.co.uk
22%
18%
Although Play.com attained
7
very.co.uk
0%
35%
slightly lower share of voice than
8
gamestation.co.uk
10%
22%
9
bidfun.co.uk
0%
26%
10
nintendo.com
24%
0%
11
ebay.co.uk
2%
21%
12
xbox.com
13%
10%
13
hmv.com
17%
6%
14
nintendo.co.uk
21%
0%
15
gamespot.com
20%
0%
16
ign.com
20%
0%
17
zavvi.com
0%
18%
significant gap between the top
18
littlewoods.com
0%
18%
three websites and the rest of the
19
playstation.com
18%
0%
entertainment retail brands.
20
deals.ebay.co.uk
0%
17%
21
dvd.co.uk
5%
11%
22
3%
12%
23
viking-direct.co.uk
0%
14%
many websites and advertisers
24
gameplay.co.uk
1%
12%
concentrated on either natural or
25
asda.com
0%
12%
paid search, but not on both.
26
comet.co.uk
2%
9%
27
nds-multi-games.com
0%
10%
28
0%
9%
29
wii-consoles.co.uk
9%
0%
30
gameseek.co.uk
8%
0%
31
kelkoo.co.uk
7%
1%
32
ebuyer.com
0%
8%
33
blueunplugged.com
7%
0%
34
wii.com
7%
0%
35
microsoft.com
6%
0%
36
0%
6%
37
find-dvd.co.uk
6%
0%
38
blu-ray.com
6%
0%
39
blockbuster.co.uk
4%
1%
40
cdwow.com
6%
0%
Amazon achieved position one in
our integrated search league table
due to its relatively equal exposure
in both natural and paid search.
Game in paid search, the brand
outcompeted its rival by 10%
in natural search, which saw it
achieve position two.
Interestingly, in terms of integrated
search visibility, there was a
In January, it appeared that
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21
Natural search: improve your website's position
Certain factors can affect your position in natural search results.
The entertainment retail sector is notoriously competitive with competition
up, down and across the supply chain, which is partly aided by the ease
Comprehensive ranking is based
on search engines being able to
with 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.
Links play a significant role in
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
the popular keywords and have made this content accessible to search engine
spiders — enabling them to index and include it in their searchable systems.
helping sites break through the
clutter and ascend rankings.
The best-performing sites have
all invested heavily in their
linking efforts.
But while good entertainment retail-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 entertainment
retail 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.
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22
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.
Consider seasonal trends and
mini campaigns, along with your
everyday keywords. Short spurts
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
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
Keyword landscape
advantage by incorporating and
Your keyword landscape should mirror the products and services provided,
testing as many ad copy versions
but also consider the customer search funnel (generic, branded and long
as possible.
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.
Google’s quality score is now
Before jumping straight into a paid search campaign, our advice is to plan
illustrated in the AdWords system,
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
to you as a brand.
allowing you to see exactly what
score you have.
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.
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23
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 | Email: insight@greenlight.co.uk
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.
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London office:
New York office:
Greenlight
Level 14
The Broadgate Tower
London
EC2A 2EW
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
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

The most visible websites and advertisers in Google

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