Entertainment retail April 2010

Transcription

Sector report
April 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.
Issue 2
Entertainment retail
The most visible websites and
advertisers in Google search
Entertainment retail sector report, Issue 2, April 2010
Co ntents
2
Introduction
3
Total audience size
4
Keyword breakdown
5
Natural search: which websites were most visible in April?
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 April?
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
Social media: which brands interacted most in April?
23
Improving your website’s position and audience
26
About Greenlight
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
April what did they type — and who were they most likely to see in their searches,
and hence buy through or from?
This report answers those questions by profiling search behaviour in the
entertainment retail sector. We have 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 April
to look for and buy entertainment products.
This sector report is based on search volumes for April 2010.
How the report was created
We have used industry data to classify 3,000 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 April.
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 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 3,000 terms
analysed. Data was retrieved from Google regularly on a daily basis during April 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 entertainment retail sector.
On the following pages you will find market view data for the entertainment retail industry as a whole, as well
as by segment: CDs, DVDs, Blu-Ray DVDs and gaming consoles & games.
Total audience size (17.2 million searches – April 2010)
Approximately how many searches were performed in April 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 February, March and April to give an indication of the
number of searches.
There were 17.2 million searches
performed in April 2010 for
entertainment retail-related
keywords. This a slight decrease
of 16% since March, when
20.5 million searches were made.
Total number of entertainment retail-related searches
Interestingly, latest figures from
25,000,000
February
20,000,000
March
15,000,000
April
the IMRG Capgemini e-Retail
Sales Index show a 3% decline in
sales, compared to March, which
is in line with seasonal trends, as
Mothering Sunday falls mid-late
10,000,000
March. However, compared to last
5,000,000
year, total sales online increased
by 13% in April, with shoppers
0
spending £4.4 billion on products.
5 00
5,
000,
0 00
000
0
Source: IMRG/Capgemini
1000000
(May 2010)
1500000
A survey conducted by Deloitte
2000000
Number of searches by type (April 2010)
found that in the UK 36% of
2500000
DVDs and 26% of video games
Blu-Ray DVDs
733,587 | 4%
were purchased online, and these
CDs
1,490,289 | 9%
percentages are set to increase
in 2010.
Gaming consoles & games
12,436,771 | 72%
DVDs
2,571,894 | 15%
Source: Deloitte, ‘The Retail
Review 2009’
Terms relating to gaming
consoles & games were the most
searched for, with over 12.4 million
searches performed in April.
3
www.greenlightsearch.com
|
T: +44 (0)20 7253 7000
The most visible websites and advertisers in Google search
Keyword breakdown
Which were the most queried terms across CDs, DVDs, Blu-Ray DVDs and
gaming consoles & games?
We initially analysed 3,000 keywords for this exercise, which cumulatively
delivered 17.2 million searches in April 2010. Here we looked at which
individual terms were most searched for and the trends the top search term
from each segment displayed over previous 12 months.
Keyword breakdown (April 2010)
The term ‘Nintendo DS games’
accounted for 1.5 million
searches in April 2010, which was
9% of all entertainment
retail-related searches.
We see that searches for
Nintendo DS games
1,500,000 | 9%
DVDs
1,220,000 | 7%
‘Nintendo DS games’ have
gradually decreased since
December, whilst queries for
Xbox 360
1,000,000 | 6%
Other keywords
8,197,541 | 48%
the other main terms remained
relatively constant in Q1 2010.
CDs
823,000 | 5%
PS3
823,000 | 5%
PS3 games
673,000 | 4%
Wii games
673,000 | 4%
Xbox 360 games
673,000 | 4%
Blu Ray
550,000 | 3%
Xbox 360 console DVD
550,000 | 3%
550,000 | 3%
It is interesting to note that in Q1
search volumes for all of the main
terms remained relatively high,
compared to Q2 and Q3 2009, as
consumers browsed for products
in the post-Christmas sales and
searched for gifts for Valentine’s
Day, Mother’s Day and Easter.
Search trends of the main terms over the previous 12 months
3,000,000
2,500,000
2,000,000
1,500,000
1,000,000
Nintendo DS games
DVDs
500,000
CDs
Blu Ray
0
May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10
Get in touch to discuss your site’s specific performance.
4
Entertainment
retail sector report, Issue 2, April 2010
Natural
Search
Which sites were most visible in April?
Given that UK web users conducted 17.2 million searches for entertainment
retail products in April 2010, 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
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 17.2 million
searches in April.
Amazon achieved 73% share
of voice in April 2010 through
ranking at position one on
Google for 325 of the 3,000
keywords analysed.
Play.com ranked at position one
for 40 of the keywords analysed,
including the term ‘DVDs’, which
The top 60 most visible entertainment websites in natural search
accounted for 1.2 million searches
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
amazon.co.uk
12,506,948
4,725,593
73%
2
wikipedia.org
11,048,330
6,184,211
64%
3
play.com
8,249,703
8,982,838
48%
4
game.co.uk
5,321,565
11,910,976
31%
5
hmv.com
4,767,656
12,464,885
28%
6
nintendo.com
4,084,487
13,148,054
24%
Of the top 10 websites
7
nintendo.co.uk
3,461,093
13,771,448
20%
in natural search, four were
8
playstation.com
3,155,203
14,077,338
18%
multi-product entertainment
9
gamespot.com
3,041,440
14,191,101
18%
retailers, three were video
10
ign.com
2,997,169
14,235,372
17%
game manufacturers, two were
11
asda-entertainment.co.uk
2,980,604
14,251,937
17%
review websites and one was an
12
xbox.com
2,789,709
14,442,832
16%
information site.
13
gamestation.co.uk
2,246,998
14,985,543
13%
14
argos.co.uk
2,178,187
15,054,354
13%
15
kelkoo.co.uk
1,606,390
15,626,151
9%
16
lovefilm.com
1,563,695
15,668,846
9%
17
blockbuster.co.uk
1,402,401
15,830,140
8%
18
microsoft.com
1,267,967
15,964,574
7%
19
find-dvd.co.uk
1,266,599
15,965,942
7%
20
gameseek.co.uk
1,186,155
16,046,386
7%
21
wii-consoles.co.uk
1,111,603
16,120,938
6%
22
dvd.co.uk
1,090,405
16,142,136
6%
23
cdwow.com
1,007,571
16,224,970
6%
24
gametrailers.com
937,630
16,294,911
5%
25
blueunplugged.com
890,550
16,341,991
5%
5
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in April. However, compared
to Amazon, it attained lower
visibility for the high volume
driving terms, which is the reason
it achieved 48% visibility.
The top 60 most visible entertainment websites in natural search (contd.)
No. Domain
Reached
volume
Missed
volume
Percentage
reached
26
pre-order-ps3.co.uk
870,069
16,362,472
5%
non-entertainment retail site,
27
pricerunner.co.uk
833,672
16,398,869
5%
attained notable visibility due to
28
pcworld.co.uk
787,877
16,444,664
5%
relevant content and credibility
29
compareconsoleprices.co.uk
759,406
16,473,135
4%
through links.
30
wii.com
747,510
16,485,031
4%
31
dooyoo.co.uk
746,961
16,485,580
4%
Amazon, Wikipedia and HMV
32
gamestock.co.uk
678,585
16,553,956
4%
all increased visibility since our
33
planetxbox360.com
670,634
16,561,907
4%
previous report in January (by
34
corpdocs.co.uk
658,400
16,574,141
4%
3%, 16% and 21% respectively).
35
moneysupermarket.com
611,110
16,621,431
4%
Conversely, Play.com, Game
36
blu-ray.com
602,276
16,630,264
3%
37
drama.ac.uk
576,100
16,656,441
3%
38
blu-raydisc.com
537,056
16,695,486
3%
39
360bargains.co.uk
515,666
16,716,875
3%
40
wiipreorder.co.uk
493,690
16,738,851
3%
41
body1.co.uk
473,776
16,758,765
3%
42
xpert4u.co.uk
452,769
16,779,772
3%
43
highdefdigest.com
440,632
16,791,909
3%
44
ebay.co.uk
427,092
16,805,449
2%
45
guardian.co.uk
426,415
16,806,126
2%
46
yahoo.com
400,415
16,832,126
2%
47
savebuckets.co.uk
368,939
16,863,602
2%
48
uk.net
361,086
16,871,455
2%
49
bbc.co.uk
354,796
16,877,745
2%
50
cduniverse.com
353,845
16,878,696
2%
51
gadgets4nowt.co.uk
332,210
16,900,331
2%
52
legalservices.gov.uk
329,200
16,903,341
2%
53
sonypictures.com
287,706
16,944,835
2%
54
testfreaks.co.uk
257,834
16,974,707
1%
55
cheapnintendowiiconsole.com
249,367
16,983,174
1%
56
cnet.com
249,051
16,983,490
1%
57
pspeur.org
240,800
16,991,741
1%
58
thedigitalfix.co.uk
239,588
16,992,953
1%
59
amazon.com
233,186
16,999,355
1%
60
ndscardsale.com
231,380
17,001,161
1%
Wikipedia, which is a
and Nintendo (.co.uk) all lost
share of voice (by 5%, 12% and
1% respectively).
Only 14 websites were visible for
more than 10% of entertainmentrelated searches in April 2010,
indicating that there are massive
gains to be made for many players
within the market.
6
Natural search: CDs
Searches for CDs accounted for more than 1.4 million searches in April 2010.
How did those searches break down?
The term ‘CDs’ was searched for
823,000 times in April 2010, which
accounted for 55% of all searches
for CDs. Websites which achieved
Other keywords
462,689 | 31%
visibility for that term secured
much of the overall share of voice.
CDs
823,000 | 55%
Rolling Stones CDs
9,900 | 1%
A number of non-retail websites,
such as LegalServices.gov, ranked
high on Google for the term ‘CDs’
Michael Jackson CDs
9,900 | 1%
as the keyword is an acronym
Pink Floyd CDs
12,100 | 1%
Beatles CDs
12,100 | 1%
for non-entertainment related
content. Therefore, many retailers
Classic Rock CD
14,800 | 1%
Elvis Presley CDs
Music CDs
CD
22,200 | 1%
33,100 | 2% 90,500 | 5%
are missing out on significant
search traffic in natural search.
Wikipedia attained 80% share
Which websites were most visible for CD keywords?
of voice, overtaking Play.com to
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
wikipedia.org
1,197,788
292,501
80%
report. This was achieved through
2
play.com
1,036,281
454,008
70%
ranking at position one on Google
3
amazon.co.uk
897,350
592,939
60%
for 42 keywords, including the
4
hmv.com
883,332
606,957
59%
5
cdwow.com
793,871
696,418
53%
6
corpdocs.co.uk
658,400
831,889
44%
7
drama.ac.uk
576,100
914,189
39%
8
416,097
1,074,192
28%
9
legalservices.gov.uk
329,200
1,161,089
22%
10
cduniverse.com
273,798
1,216,491
18%
that figure dropped to 19 in April,
11
eil.com
203,689
1,286,600
14%
which explains its loss in visibility.
12
mattscdsingles.com
188,714
1,301,576
13%
13
amazon.com
163,600
1,326,689
11%
In a 2009 survey by eMarketer,
14
cdzone.co.uk
86,400
1,403,889
6%
36% of UK consumers bought a
15
sing365.com
76,148
1,414,141
5%
CD after watching a music video
16
about.com
75,886
1,414,403
5%
17
dl.ac.uk
57,610
1,432,679
4%
18
991.com
49,867
1,440,422
3%
19
softshoe-slim.com
44,159
1,446,130
3%
20
rl.ac.uk
41,150
1,449,139
3%
7
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the top spot since our previous
term ‘CDs’.
Play.com lost 4% share of voice
since January. It previously ranked
at position one for 27 keywords, yet
on YouTube.
Source: eMarketer (March 2009)
Natural search: DVDs
Searches for DVDs accounted for more than 2.5 million searches in April
2010. How did those searches break down?
The two most searched for terms,
‘DVDs’ and ‘DVD’, cumulatively
accounted for over 1.7 million
Other keywords
533,244 20%
searches in April. Websites which
achieved visibility for those terms
secured much of the overall share
DVD releases
22,200 | 1%
Doctor Who DVD
22,200 | 1%
of voice.
DVDs
1,220,000 | 47%
Horror DVD
27,100 | 1%
Childrens DVDs
33,100 | 1%
Amazon replaced Play.com as
DVD box sets
40,500 | 2%
the most visible website,
Disney DVDs
49,500 | 2%
attaining 84% share of voice
Disney DVD
74,000 | 3%
through ranking at position one
for 126 keywords.
DVD
550,000 | 21%
By comparison, although Play.com
ranked at position one for the
main term, ‘DVDs’, it achieved top
Which websites were most visible for DVD keywords?
spot for only 15 additional terms,
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
amazon.co.uk
2,152,162
419,732
84%
2
play.com
2,142,471
429,423
83%
3
wikipedia.org
1,898,926
672,968
74%
HMV saw its share of voice
4
hmv.com
1,519,291
1,052,603
59%
increase by 13% since January
5
lovefilm.com
1,328,575
1,243,319
52%
6
find-dvd.co.uk
1,266,589
1,305,305
49%
7
blockbuster.co.uk
1,125,175
1,446,719
44%
8
dvd.co.uk
1,061,790
1,510,104
41%
9
660,161
1,911,733
26%
10
thedigitalfix.co.uk
239,588
2,332,306
9%
from position four to six, as HMV
11
imdb.com
171,264
2,400,630
7%
and LoveFilm deployed more
12
go.com
136,752
2,435,142
5%
aggressive marketing strategies
13
disney.co.uk
118,409
2,453,485
5%
since January.
14
whsmithentertainment.co.uk
113,520
2,458,374
4%
15
dvdcollections.co.uk
105,565
2,466,329
4%
16
bbc.co.uk
102,016
2,469,878
4%
17
kelkoo.co.uk
97,984
2,473,910
4%
18
ebay.co.uk
79,946
2,491,948
3%
19
cduniverse.com
79,574
2,492,320
3%
20
sendit.com
69,169
2,502,725
3%
which saw it attain slightly lower
visibility of 83%.
and it ascended our league table
from fifth position to fourth. By
contrast, although Find-DVD
lost just 4% visibility, it dropped
8
Natural search: Blu-Ray DVDs
Searches for Blu-Ray DVDs accounted for more than 733,000 searches in
April 2010. How did those searches break down?
The term ‘Blu Ray’ was searched
for 550,000 times, accounting for
Blu Ray movies
14,800 | 2%
Disney Blu Ray
9,900 | 1%
Blue Ray
18,100 | 2%
75% of all searches for Blu-Ray
Other keywords
8,687 | 1%
DVDs. This high percentage
indicates that consumers tend
Lord of the Rings Blu Ray
33,100 | 5%
to utilise more generic terms
Blu Ray DVD
49,500 | 7%
to search for Blu-Ray DVDs,
compared to other products
Blu Ray DVDs
49,500 | 7%
featured in this sector report.
Blu Ray
550,000 | 75%
Wikipedia was the most visible
website, achieving 93% visibility
through ranking at position one
for the most searched for term:
‘Blu Ray’.
Although Blu-Ray.com achieved
Which websites were most visible for Blu-Ray DVD keywords?
82% visibility, it ranked at
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
wikipedia.org
682,975
50,612
93%
2
blu-ray.com
602,276
131,310
82%
3
play.com
554,832
178,755
76%
Despite considerable offline
4
blu-raydisc.com
537,056
196,532
73%
marketing for entertainment
5
hmv.com
472,001
261,586
64%
6
highdefdigest.com
440,000
293,587
60%
7
amazon.co.uk
387,315
346,272
53%
8
sonypictures.com
287,706
445,881
39%
9
lovefilm.com
234,773
498,814
32%
10
getthebigpicture.net
165,000
568,587
22%
11
cdwow.com
61,875
671,712
8%
According to Yahoo, in 2009 over
12
cheapbluraymovies.co.uk
55,306
678,281
8%
31 million Blu-Ray DVDs were
13
zavvi.com
39,120
694,467
5%
purchased in the UK and sales will
14
digitaldirect.co.uk
35,169
698,418
5%
continue to rise in 2010.
15
theonering.net
33,100
700,487
5%
16
cinematical.com
29,790
703,797
4%
17
zath.co.uk
26,480
707,107
4%
18
filmschoolrejects.com
23,170
710,417
3%
19
dvd-cloner.com
22,421
711,166
3%
20
findanyfilm.com
19,800
713,787
3%
9
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position one for just four of the
keywords analysed.
products, Zavvi achieved just 5%
visibility for Blu-Ray keywords,
which saw it rank at position 13 in
our league table in April.
Source: Yahoo Advertising
Natural search: gaming consoles & games
Searches for gaming consoles & games accounted for more than 12.4 million
searches in April 2010. How did those searches break down?
The term ‘Nintendo DS games’
was searched for 1.5 million
times, which accounted for
Nintendo DS games
1,500,000 | 12%
12% of all searches for gaming
consoles & games.
Xbox 360
1,000,000 | 8%
Amazon was the most visible
Other keywords
5,194,771 42%
website, which achieved 73%
PS3
823,000 | 7%
visibility through ranking at position
one for 94 keywords analysed.
PS3 games
673,000 | 5%
Wii games
673,000 | 5%
Comparatively, Wikipedia
Xbox 360 games
673,000 | 5%
achieved position one for only 20
Xbox 360 console
550,000 | 4%
Xbox
450,000 | 4%
Wii
450,000 | 4%
keywords analysed. However, as
Nintendo DS
450,000 | 4%
it ranked on page one of Google
for over six hundred keywords, it
achieved 58% share of voice.
Which websites were most visible for gaming consoles & games keywords?
No. Domain
Reached
volume
Missed
volume
Percentage
reached
HMV achieved 15% visibility,
1
amazon.co.uk
9,070,120
3,366,651
73%
which saw it rank at position 14,
2
wikipedia.org
7,268,641
5,168,130
58%
having featured outside of our
3
game.co.uk
5,321,565
7,115,206
43%
top 20 websites in January. By
4
play.com
4,516,119
7,920,652
36%
contrast, Game lost 15% share
5
nintendo.com
4,084,487
8,352,284
33%
6
nintendo.co.uk
3,461,093
8,975,678
28%
7
playstation.com
3,147,963
9,288,808
25%
8
gamespot.com
3,041,440
9,395,331
24%
9
ign.com
2,996,279
9,440,492
24%
10
xbox.com
2,789,709
9,647,062
22%
11
gamestation.co.uk
2,246,998
10,189,773
18%
12
argos.co.uk
2,177,963
10,258,808
18%
13
1,902,480
10,534,291
15%
14
hmv.com
1,893,031
10,543,740
15%
15
kelkoo.co.uk
1,507,359
10,929,412
12%
16
microsoft.com
1,267,750
11,169,021
10%
17
gameseek.co.uk
1,186,002
11,250,769
10%
18
wii-consoles.co.uk
1,111,603
11,325,168
9%
19
gametrailers.com
937,630
11,499,141
8%
20
blueunplugged.com
890,550
11,546,221
7%
of voice, and was replaced at
position two by Wikipedia.
10
Entertainment
retail sector report, Issue 2, April 2010
Paid
Search
Which advertisers were most visible in April?
We have conducted a detailed level of monitoring and analysis to determine
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
they bid for, and the associated search volume for the keywords they bid on.
These advertisers have been scored in the league table below, which represents
visibility across the top 120 keywords in April 2010.
The top 60 most visible entertainment retail advertisers in paid search
No.
Advertiser
Share of voice
1
amazon.co.uk
69%
2
hmv.com
42%
3
game.co.uk
41%
4
very.co.uk
39%
5
ebay.co.uk
30%
6
tesco.com
28%
7
tescoentertainment.com
28%
8
argos.co.uk
20%
9
gamestation.co.uk
12%
10
marksandspencer.com
12%
11
12%
12
zavvi.com
10%
13
10%
14
nds-multi-games.com
10%
15
littlewoods.com
9%
16
sainsburys.co.uk
8%
17
asda.com
8%
18
johnlewis.com
7%
19
comet.co.uk
7%
20
ebuyer.com
7%
21
ask.com
7%
22
nextdaygames.co.uk
6%
23
greatuniversal.com
5%
24
bidfun.co.uk
5%
25
play.com
5%
26
sony.co.uk
5%
27
wdl.com
5%
28
viking-direct.co.uk
5%
Achieving 69% share of voice,
Amazon was the most visible
advertiser in April, as it bid on 118
of the 120 keywords analysed, at
an average ad position of four.
By comparison, although HMV
bid at the same average ad
position, it bid on fewer keywords
11
|
T: +44 (0)20 7253 7000
(111) and less often, which saw it
achieve 42% visibility.
Interestingly, NDS-Multi-Games
bid on just seven of the keywords
(at an average ad position of
four), yet it achieved a notable
share of voice and ranked at
position 14 in our league table.
The top 60 most visible entertainment retail advertisers in paid search (contd.)
No.
Advertiser
Share of voice
29
letsbuyit.co.uk
5%
30
flutteroo.co.uk
4%
31
cduniverse.com
4%
32
thehut.com
4%
33
best-xbox360-deals.co.uk
4%
34
uk.playstation.com
4%
35
izzyhasit.com
4%
entertainment-related searches,
36
dialaphone.co.uk
4%
indicating that there are massive
37
empirestores.co.uk
4%
gains to be made for many
38
cheapndsgames.webs.com
3%
advertisers within the market.
39
priceminister.co.uk
3%
40
secondspin.com
3%
Very and eBay increased
41
pcworld.co.uk
3%
visibility since our previous
42
swoopo.co.uk
3%
report in January (by 5% and
43
oxfam.org.uk
3%
9% respectively). Conversely,
44
music.aol.co.uk
3%
Amazon and Game both lost
45
carphonewarehouse.com
3%
46
dads-space.com
3%
47
dvd.co.uk
3%
48
petertyson.co.uk
3%
49
eknik.co.uk
3%
50
lovefilm.com
3%
51
budgetconsoles.co.uk
3%
52
kelkoo.co.uk
2%
53
additionsdirect.co.uk
2%
54
techso.co.uk
2%
55
uk.best-price.com
2%
56
aido.com
2%
57
laskys.com
2%
58
facebook.com
2%
59
supaprice.co.uk
2%
60
nintendo.co.uk
2%
In April, all of the top 10
advertisers in paid search were
multi-channel retailers.
Consistent with our natural
search analysis, only 14 websites
were visible for more than 10% of
share of voice over the same time
period (by 4% each).
12
Paid search: ad copy analysis
The table below shows which ad creatives featured most
frequently across the top 120 entertainment retail keywords
in the Google paid search space during April 2010. Share of
voice is based on the number of times Google displayed the
ad creative, also taking into account ad position, search term
volume and Google’s ad rotation. In addition, we have analysed
how many unique creatives were present for each advertiser.
No. Domain
Ad creative
Unique
Share of
creatives voice
1
DVD Boxsets & Collections
One Stop Shop For DVD Collections! Buy
Today & Get Next Day Delivery.
www.very.co.uk/DVD
197
Buy Nintendo DS Games
Get the Latest DS Titles from GAME. Buy one
get one free offer now on!
www.game.co.uk
57
Nintendo-ds Games
Low prices on nintendo-ds games. Free UK
Delivery on Amazon Orders.
Amazon.co.uk
347
DVDs from Only £5
1000s of titles at Low Tesco Prices Free
Delivery & 2x Clubcard points.
www.tescoentertainment.com
28
DVD's at hmv.com
DVD's - Get The Latest Releases At Great
Prices Free UK Delivery!
hmv.com/DVD
83
Nintendo DS Games
NDS Multi Games Cart with 300 Games and
Excellent service from £29.95.
www.NDS-Multi-Games.com/DS_Games
2
Buy Nintendo Wii Bundles
Nintendo Wii console bundles in stock now.
Shop at John Lewis.
www.johnlewis.com/nintendo-wii
1
Best Nintendo DS Deals
Hours Of Fun & Puzzles For All Ages Very! The
One Stop Shop For Gaming.
www.very.co.uk/gaming
197
DVDs & Blu Rays at Tesco
Buy & Enter the Competition to Win a Ticket
to the Football World Cup!
28
Bluray DVDs at Tesco
Fantastic Range Of Blu-Ray Out Now! Free
Delivery & 2X Clubcard points.
28
Dvds at Amazon.co.uk
Over 10,000 DVDs under £10 Free UK
Amazon.co.uk/Blu-ray
347
2
3
4
5
6
7
8
9
10
11
very.co.uk
game.co.uk
amazon.co.uk
hmv.com
nds-multi-games.com
johnlewis.com
very.co.uk
amazon.co.uk
10%
visible advertiser, it was Very
10%
9%
7%
and Game’s 57) across which, it is
likely, visibility was dispersed.
7%
Very’s most visible individual ad
7%
creative achieved 10% share of
voice, which focused on DVD
7%
boxsets and collections and
advertised ‘Next Day Delivery’.
6%
Of the top 15 individual ad
6%
creatives, nine were gaming
consoles & games-related (four
6%
alone advertised Nintendo DS
games), whilst four focused on
5%
DVDs and two advertised Blu-Ray
DVDs. None of the ad creatives
DS Games
Looking For DS Games? £29.99 For Multi Pack
DS Games!
NextDayGames.co.uk/7-Free-DS-Games
3
5%
13
game.co.uk
Nintendo DS Bundles
Buy Nintendo DS Bundles at GAME. Free UK
Delivery. From £109.99!
www.game.co.uk
57
5%
14
sainsburys.co.uk
Playstation 3 Consoles
Buy Online Now at Sainsbury's Named Day
Delivery just £4.95.
Sainsburys.co.uk
4
5%
15
asda.com
ASDA Wii Bundle - £175
Great Prices on Nintendo Wii
Consoles & Accessories! Shop Now
ASDA.com/NintendoWii
6
5%
|
campaign included 347 unique
creatives (compared to Very’s 197
nextdaygames.co.uk
which displayed the most visible
individual ad creative. The Amazon
12
13
Although Amazon was the most
T: +44 (0)20 7253 7000
promoted CDs.
Paid search: CDs
Searches specifically for CDs accounted for more than 1.4 million
searches in April. Here we assess which advertisers were most visible for
those keywords.
Amazon attained 88% visibility
in the paid search space through
bidding on all 30 of the keywords
No.
Advertiser
Share of voice
1
amazon.co.uk
88%
2
hmv.com
87%
3
79%
4
cduniverse.com
54%
5
secondspin.com
40%
6
music.aol.co.uk
37%
7
35%
8
oxfam.org.uk
32%
9
kelkoo.co.uk
29%
than Amazon. However, since
10
ask.com
25%
January, HMV’s share of voice
11
ebay.co.uk
25%
increased by 62%, which saw
12
gumtree.com
13%
it move from ninth position to
13
marksandspencer.com
7%
second in our league table.
14
cd-s.best-price.com
5%
15
cdmusicstore.shopperuk.com
5%
16
supaprice.co.uk
5%
17
priceminister.co.uk
4%
18
url.org
4%
19
buybooksandmusic.com
4%
20
play.com
4%
analysed, at an average ad
position of two.
By comparison, while HMV
also bid on all 30 keywords, it
bid at an average ad position of
three, which is the reason that it
achieved slightly lower visibility
Play.com lost 54% visibility and
dropped to position 20, having
ranked at position three in our
previous report.
Amazon displayed the most
visible individual ad creative,
Which ad creatives were most visible for CD keywords?
which advertised savings and
No. Domain
Ad creative
Unique
Share of
creatives voice
1
Buy Cds at Amazon.co.uk
Save now on millions of titles. Free UK Delivery
on Amazon Orders.
Amazon.co.uk/books
74
amazon.co.uk
57%
‘Free UK Delivery’. It is interesting
to note that the display URL is for
books rather than for CDs.
2
cduniverse.com
Buy CDs
CD Universe: Huge Selection, Low Prices, Audio
Samples & Reviews!
www.CDUniverse.com
6
53%
3
hmv.com
hmv.com - Official Site
CD: Find Great Prices & Offers. Free UK
Delivery at hmv.com.
hmv.com/CD
29
45%
4
hmv.com
CD's at hmv.com
CD's - Get The Latest Releases At Great Prices
Free UK Delivery!
hmv.com/CD
29
29%
5
secondspin.com
SecondSpin.com
Buy or sell used CDs, DVDs & Games online.
Huge selection, hot prices.
www.secondspin.com
2
29%
14
Paid search: DVDs
Searches specifically for DVDs accounted for more than 2.5 million
those keywords.
TescoEntertainment was the
most visible advertiser for DVD
keywords, having ranked at
No.
Advertiser
Share of voice
1
85%
2
hmv.com
81%
3
amazon.co.uk
79%
4
very.co.uk
72%
5
50%
6
greatuniversal.com
33%
7
wdl.com
32%
8
littlewoods.com
27%
9
zavvi.com
26%
at the same average ad position
10
ebay.co.uk
19%
of three and on more keywords
11
dvd.co.uk
18%
(27), it bid less often on the
12
priceminister.co.uk
17%
high volume driving terms than
13
lovefilm.com
15%
TescoEntertainment, which saw it
14
marksandspencer.com
8%
achieve lower visibility of 81%.
15
moviesunlimited.com
6%
16
booksprice.co.uk
6%
17
aido.com
6%
18
directdiskdev.com
6%
19
argos.co.uk
6%
20
deals.ebay.co.uk
4%
position four in our league table
in January. It achieved 85%
visibility (an increase of 29%)
through bidding on 23 of the 30
keywords analysed, at an average
ad position of three.
By comparison, although HMV bid
Attaining 68% visibility, Very
featured the most visible ad
creative, which advertised ‘DVD
boxsets & collections’ with ‘Next
Day Delivery’.
Which ad creatives were most visible for DVD keywords?
Interestingly, in Amazon’s ad
No. Domain
Ad creative
Unique
Share of
creatives voice
1
DVD Boxsets & Collections
One Stop Shop For DVD Collections! Buy
Today & Get Next Day Delivery.
www.very.co.uk/DVD
78
very.co.uk
68%
DVDs from Only £5
1000s of titles at Low Tesco Prices Free
Delivery & 2x Clubcard points.
15
50%
3
hmv.com
DVD's at hmv.com
DVD's - Get The Latest Releases At Great
Prices Free UK Delivery!
hmv.com/DVD
22
50%
4
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
84
37%
5
greatuniversal.com
Buy DVDs
Buy DVDs At Great Universal. Free
Delivery & Returns!
www.greatuniversal.com
12
30%
|
its DVDs, yet displayed a URL for
Blu-Ray products.
2
15
creative the advertiser promoted
T: +44 (0)20 7253 7000
Paid search: Blu-Ray DVDs
Searches specifically for Blu-Ray DVDs accounted for more than 733,000
those keywords.
Amazon attained 91% visibility
for Blu-Ray DVD keywords in paid
search through bidding on all
No.
Advertiser
Share of voice
1
amazon.co.uk
91%
2
84%
3
hmv.com
77%
4
sony.co.uk
46%
5
ebuyer.com
32%
6
petertyson.co.uk
26%
7
ebay.co.uk
26%
8
rdvd.co.uk
19%
9
zavvi.com
19%
space, which saw it achieve 84%
10
play.com
18%
visibility. However, since January,
11
hdeverything.co.uk
18%
its share of voice increased by
12
electrical-shopping.com
11%
74% and it ascended our league
13
richmondav.co.uk
11%
table from position 16 to two.
14
inetvideo.com
9%
15
empiremovieclub.co.uk
9%
16
8%
17
argos.co.uk
7%
18
hdmoviesource.com
7%
19
cvbmedia.co.uk
6%
20
deals.ebay.co.uk
6%
30 of the terms analysed, at an
average ad position of three.
Although TescoEntertainment
also bid on all 30 keywords and
at the same average ad position
of three, it appeared less often
than Amazon in the paid search
HMV increased its visibility by
52% and it ranked at position
three, having featured at position
nine in January. By contrast,
Play.com lost considerable
visibility (69%) since January and
it dropped from second position
Which ad creatives were most visible for Blu-Ray DVD keywords?
No. Domain
Ad creative
Unique
Share of
creatives voice
1
Bluray DVDs at Tesco
Fantastic Range Of Blu-Ray Out Now! Free
Delivery & 2X Clubcard points.
9
Blu Ray Films at hmv.com
Get The Latest Blu-Ray Releases At Great Prices
Free UK Delivery!
hmv.com/Bluray
4
hmv.com - Official Site
Blu Ray: Great Prices & Offers. Free UK
Delivery at hmv.com
hmv.com/Bluray
4
2
3
hmv.com
hmv.com
54%
to tenth in our league table.
Achieving 54% visibility,
TescoEntertainment featured the
40%
most visible individual ad creative,
which promoted ‘free delivery’
35%
and double ‘Clubcard points’ on
purchases to consumers.
4
amazon.co.uk
Blu/ray at Amazon.co.uk
Top Rated Film & TV on DVD Free UK Delivery
on Amazon Orders.
Amazon.co.uk/dvd
71
35%
5
petertyson.co.uk
Pioneer Blu-Ray Players
BDP120 BluRay now £129.90 Free delivery,
2 years warranty.
www.petertyson.co.uk
1
26%
16
Paid search: gaming consoles & games
Searches specifically for gaming consoles & games accounted for more than
12.4 million searches in April. Here we assess which advertisers were most
visible for those keywords.
Game attained 62% visibility in
the paid search space through
bidding on 24 of the keywords
No.
Advertiser
Share of voice
1
game.co.uk
62%
2
amazon.co.uk
61%
3
very.co.uk
41%
4
tesco.com
41%
5
ebay.co.uk
34%
6
argos.co.uk
27%
7
hmv.com
23%
8
gamestation.co.uk
18%
9
15%
of voice decreased by 8% and it
10
marksandspencer.com
15%
was replaced by Game at position
11
nds-multi-games.com
14%
one in our league table.
12
sainsburys.co.uk
12%
13
asda.com
12%
Tesco achieved 41% visibility
14
johnlewis.com
10%
in April and ranked at position
15
comet.co.uk
10%
four, having featured outside our
16
nextdaygames.co.uk
10%
17
viking-direct.co.uk
7%
18
letsbuyit.co.uk
7%
19
bidfun.co.uk
7%
20
zavvi.com
7%
analysed, at an average ad
position of five.
Although Amazon bid on more
keywords (29), it bid at a lower
average ad position of six, which
accounts for its slightly lower
visibility. Since January its share
league table in January.
Attaining 15% visibility, Game
displayed the most visible ad
creative, which promoted its
‘Buy one get one free offer’ for
Which ad creatives were most visible for gaming consoles & games keywords?
Nintendo DS games.
No. Domain
Ad creative
Unique
Share of
creatives voice
1
Buy Nintendo DS Games
Get the Latest DS Titles from GAME. Buy one
get one free offer now on!
www.game.co.uk
57
Nintendo-ds Games
Low prices on nintendo-ds games. Free UK
Amazon.co.uk
122
Nintendo DS Games
NDS Multi Games Cart with 300 Games and
Excellent service from £29.95.
www.NDS-Multi-Games.com/DS_Games
2
Buy Nintendo Wii Bundles
Nintendo Wii console bundles in stock now.
Shop at John Lewis.
www.johnlewis.com/nintendo-wii
1
Best Nintendo DS Deals
Hours Of Fun & Puzzles For All Ages Very!
The One Stop Shop For Gaming.
www.very.co.uk/gaming
97
2
3
4
5
game.co.uk
amazon.co.uk
nds-multi-games.com
johnlewis.com
very.co.uk
17
|
15%
81% of “pre-family” men in
the UK own a games console.
14%
Ownership is highest amongst
21-23 year olds and declines
11%
as age increases.* Therefore,
utilise demographically-targeted
10%
ad copies to maximise CTRs.
*Source: Bing, “Entertainment
T: +44 (0)20 7253 7000
9%
Insights” (Spring 2010)
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 19th April)
Consumer search behaviour
25%
Tesco
Argos
Game
Percentage of visibility
20%
AsdaEntertainment
Zavvi
15%
eBay
Very
10%
TescoEntertainment
HMV
5%
Mon 19th
Tue 20th
Wed 21st
Thu 22nd
Fri 23rd
Sat 24th
Sun 25th
Amazon
Many advertisers underestimated
Argos seemed to best reflect
Interestingly, AsdaEntertainment
the importance of increased
the consumer search behaviour
appeared to bid most between
consumer search activity over the
during the weekend; however, it
Monday and Wednesday and bid
weekend by appearing to vary
almost halted bidding on Monday
least over the weekend, which
paid search spending very little
and Tuesday, missing out on vital
directly opposed the consumer
throughout the week.
search traffic.
search trend.
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 20th April)
Consumer search behaviour
30%
MarksandSpencer
Tesco
25%
Percentage of visibility
Game
Zavvi
20%
AsdaEntertainment
15%
eBay
Very
10%
TescoEntertainment
HMV
5%
Midnight - 4am
19
4am - 8am
8am - 12pm
12pm - 4pm
4pm - 8pm
8pm - Midnight
Amazon
Many advertisers appeared to
eBay appeared to recognise the
Interestingly, MarksandSpencer
implement similar strategies
consumer search behaviour during
seemed to bid at a high rate and bid
by bidding at a constant rate
the key evening period; however,
least in the evening, which opposed
throughout the day, therefore,
it continued to bid at a high rate
the consumer search trend.
underestimating the critical period
between midnight and 4am, when
between 8pm and midnight.
search activity was at its lowest.
|
T: +44 (0)20 7253 7000
Integrated Search
Which websites/advertisers performed well?
voice overall? Here we have taken the top websites/advertisers
across both mediums to give an indication of their integrated
search performance.
If we look at the visibility achieved by websites in natural search
and the impression share gained by those websites as advertisers
in the paid search space, who obtained the most share of
80%
amazon.co.uk
70%
Strong integrated
search visibility
Strong natural
search visibility
wikipedia.org
Natural search visibility
60%
50%
play.com
40%
Poor integrated
search visibility
Strong paid
search visibility
game.co.uk
30%
hmv.com
nintendo.com
20%
nintendo.co.uk
playstation.com
gamespot.com
ign.com
xbox.com
argos.co.uk
gamestation.co.uk
10%
kelkoo.co.uk
ebay.co.uk
tescoentertainment.com tesco.com
0%
0%
10%
20%
30%
very.co.uk
40%
50%
60%
70%
80%
Paid search visibility
Amazon was the only brand
Wikipedia and Play.com attained
HMV and Game achieved strong
to achieve strong visibility in
strong visibility in natural search;
visibility in paid search, but at the
integrated search, as it attained a
however, both lacked visibility in
expense of natural search.
considerable share of voice in both
the paid search space.
natural and paid search.
20
The most visible entertainment retail websites in both natural and paid search
No.
Website / advertiser
Natural search
Paid search
Amazon achieved position one in
1
amazon.co.uk
73%
69%
our integrated search league table
2
game.co.uk
31%
41%
due to its relatively high exposure
3
hmv.com
28%
42%
across both mediums. However,
4
wikipedia.org
64%
0%
5
play.com
48%
5%
6
very.co.uk
0%
39%
7
ebay.co.uk
2%
30%
8
argos.co.uk
13%
20%
whilst its share of voice in natural
search increased by 3% since
January, its paid search visibility
decreased by 4%.
9
17%
12%
10
tesco.com
0%
28%
Game lost 1% visibility in paid
11
0%
28%
search and its share of voice
12
gamestation.co.uk
13%
12%
decreased by 22% in natural
13
nintendo.com
24%
0%
14
nintendo.co.uk
20%
2%
15
playstation.com
18%
0%
16
gamespot.com
18%
0%
17
ign.com
17%
0%
18
xbox.com
16%
0%
19
4%
10%
search, yet it ascended our league
table from third position to second,
as Play.com lost considerable
visibility since January, particularly
in paid search.
20
kelkoo.co.uk
9%
2%
HMV increased its natural search
21
marksandspencer.com
0%
12%
visibility by 11% and its share of
22
lovefilm.com
9%
3%
voice in paid search increased
23
zavvi.com
0%
10%
24
nds-multi-games.com
0%
10%
25
dvd.co.uk
6%
3%
26
littlewoods.com
0%
9%
by 36%, which saw the website
move from position 13 to three in
our league table.
27
sainsburys.co.uk
0%
8%
28
blockbuster.co.uk
8%
0%
By comparison, BidFun lost
29
asda.com
0%
8%
considerable visibility in paid
30
pcworld.co.uk
5%
3%
search and therefore it featured
31
microsoft.com
7%
0%
outside our integrated league
32
find-dvd.co.uk
7%
0%
33
gameseek.co.uk
7%
0%
34
johnlewis.com
0%
7%
35
comet.co.uk
0%
7%
36
ebuyer.com
0%
7%
37
ask.com
0%
7%
38
wii-consoles.co.uk
6%
0%
39
pricerunner.co.uk
5%
2%
40
nextdaygames.co.uk
0%
6%
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table in April, having ranked at
position nine in January.
The most Media
visible websites
and advertisers in Google search
Social
Marketing
Which brands were most visible in April?
People constantly engage in conversation about brands and products,
whether it is at home, at work or socializing with friends. The internet has
changed the role, pace and place of conversations and Facebook and Twitter
have become two of the most powerful outlets. These sites have become the
perfect medium for consumers and commentators to elevate discussions,
amplify views and give brands both positive and negative visibility.
PlayStation was the most followed
To gauge social media interaction with brands, we have monitored the
Facebook and Twitter accounts of the top 15 brands in our integrated league
table (see page 19) in order to assess how many ‘fans’ and ‘followers’ each
has. The table below ranks brands based on the cumulative value of their
‘fans’ and ‘followers’, a score which we have termed Social Media Popularity
Index (SMPI). It further analyses the proactivity of brands by considering the
number of ‘posts’ and ‘tweets’ brands produced for consumers to interact
with in April.
brand, producing a total of 634
entertainment retail brand, with
a combined following of over 1.4
million on Facebook and Twitter.
It also was the most interactive
‘posts’ and ‘tweets’ in April.
By contrast, Argos, which had
4,241 Facebook ‘fans’, did not
create a single ‘post’ in April
and therefore missed out on
potential interaction with social
media consumers.
No.
Brand
SMPI
Posts
per month
Tweets
per month
1
playstation.com
1,437,764
1,148,484 +
289,280
155
479
2
wikipedia.org
358,925
354,710 +
4,215
7
8
3
amazon.co.uk
62,179
62,179 +
0
2
N/A
4
play.com
25,411
19,15 +
6,255
32
36
5
game.co.uk
25,249
5,715 +
9,534
26
339
6
very.co.uk
16,195
14,041 +
2,154
230
173
7
hmv.com
15,043
10,858 +
4,185
79
418
8
nintendo.com
14,534
0+
N/A
95
9
argos.co.uk
8,394
4,241 +
4,153
0
19
10
ebay.co.uk
7,160
6,462 +
698
43
17
11
5,156
0+
N/A
90
12
gamestation.co.uk
4,901
4,100 +
13
40
account, Game_Offers, which
13
tesco.com
2,087
0+
2,087
N/A
0
promoted special offers and latest
14
777
0+
777
N/A
67
product releases to a following of
15
nintendo.co.uk
0
0+
0
N/A
N/A
1,151 consumers overall.
14,534
5,156
801
Very had the most active Facebook
page, which not only generated
press releases but also acted as
a customer service contact by
directly answering consumer
queries and complaints.
Although Amazon did not have
an official UK Twitter page, it had
an account dedicated to gaming
consoles and games specifically,
with a total of 250 ‘followers’.
Game had an affiliated Twitter
22
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 with
which data and systems can be scraped, integrated, white-labelled and
syndicated. This has resulted in a market where brands are competing with
their direct competitors and agents, as well as having all their affiliates in tow.
Consequently, rankings are difficult to achieve.
Comprehensive ranking is based
on search engines being able to
access relevant content across
your website.
Links play a significant role in
Characteristics of the leading sites
helping sites break through the
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.
clutter and ascend rankings.
Content
The best-performing sites have
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.
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.
all invested heavily in their
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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linking efforts.
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 of
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
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.
activity can help to drive up
your ROI.
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,
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.
testing as many ad copy versions
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
to you as a brand.
as possible.
Google’s quality score is now
illustrated in the AdWords system,
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.
24
Social media: keep tabs on your fans, friends and followers
In a world where the community holds the power, how do you as a brand
owner take part in a way that is beneficial to your brand awareness,
customer loyalty, reputation and general brand wellbeing? Greenlight’s
objective-orientated approach to Social Media Optimisation (SMO) does
just that, providing a flexible framework to deliver social media success
regardless of the brand or its aspirations — everything from understanding
consumer sentiment, to driving brand awareness, brand loyalty and
even acquisitions.
Specific targeting is extremely
important in the success and
cost effectiveness of your social
media campaign.
The best performing social
media campaigns utilise a variety
Research your audience
Not all social networking sites are the same — if you are trying to get into
conversations about your bridal shower gift site, then a site where the
dominant stories are about technology and gadgets is not for you. It is rare to
find a social media site specifying its main demographic, so this can be more
difficult than it looks.
of formats and platforms and
their content is available to
share, to engage and interest
their audience.
URLs and bookmarking
Engagement is key to building
Simple, user-friendly URLs are not only more memorable, but they are
more likely to be used in status updates and conversations. Make it easy
to ‘save’ your pages — use links, icons with call to action terms i.e. ‘follow us
on Twitter’.
social media optimisation, so
Content mobility
Ensure that your content is available in multiple formats. As well as PDFs,
videos and audio clips, remember to create something in PowerPoint, so that
your content can reach a destination such as SlideShare (which is also used
within LinkedIn).
Speak when you are spoken to
Participate in the conversations which affect you and your brand. If you are
seen to be engaging with your community, you are likely to build credibility
and have more people ‘listening’ to what you have to say. Your involvement
also means you will be better placed to know who your brand guardians and
assassins are and react accordingly.
Provide related information
If you have the scope for creating content, then do so. Some content is more
likely to become viral and spread through social networking sites than others,
but almost every industry has information that will be passed on.
Remember that SEO and SMO are related but not the same
Natural search and social media sit within their own channels, and whilst
there is indeed a relationship between them, each has to justify its existence
in its own right. That said; integrating natural search and Social Media
Optimisation within the same agency does offer many tangible benefits.
25
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make sure that you connect and
build a relaionship with those
speaking to you.
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
+44 (0)20 3326 6238 | E: 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.
26
London
New York
Level 14
11 Penn Plaza
The Broadgate Tower
New York
Primrose St, London
NY 10001
EC2A 2EW
T: +44 (0)20 7253 7000
T: (1) 212-835-1551
E: insight@greenlightsearch.com
E: insight@greenlightsearch.com
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?

Entertainment retail April 2010

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