White goods May 2010

Transcription

Sector report
May 2010
A 360˚ analysis of the most important search terms, trends and benchmarking
data in the white goods sector. This report provides an exclusive snapshot of
the search market for your sector right now. From the size of your potential
audience to the top performing companies, it’s all here.
Report focus: dishwasher and laundry products, cooking products and
refrigeration products.
Issue 6
White goods
The most visible websites and
advertisers in Google search
White goods sector report, Issue 6, May 2010
Co ntents
2
Introduction
3
Total audience size
4
Keyword breakdown
5
Natural search: which websites were most visible in May?
7
Natural search: dishwasher and laundry products
8
Natural search: cooking products
9
Natural search: refrigeration products
10
Paid search: which advertisers were most visible in May?
12
Paid search: ad copy analysis
13
Paid search: dishwasher and laundry products
14
Paid search: cooking products
15
Paid search: refrigeration products
16
Paid search bidding strategies
18
Integrated search: which websites/advertisers performed well?
20
Social media: which brands interacted well?
21
Improving your website’s position and audience
24
About Greenlight
Introduction
Research shows that when people look to purchase white goods they go to a
search engine and more often than not they go to Google, the search engine used
for 90% of all UK searches. So when people searched on Google in May what did
they type — and who were they most likely to see in their searches, and hence buy
with or through?
This report answers those questions by profiling search behaviour in the white
goods sector. We have assessed which brands, aggregators and review sites were
the most visible in both natural and paid search results (and hence had the greatest
share of consideration) when UK-based searchers went to Google in May to look
for and buy white goods.
This sector report is based on search volumes for May 2010 data.
How the report was created
We have used industry data to classify 790 of the most popular search terms that consumers use to find white
goods and totalled the number of times each one was used. This gives an indication of the size of audience and
a profile of how Google users went about their search for white goods products in May.
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 90 of the 790 terms
analysed. Data was retrieved from Google regularly on a daily basis during May 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 white goods sector.
On the following pages you will find market view data for the white goods industry as a whole, as well as by
segment; dishwasher and laundry products, cooking products and refrigeration products.
Total audience size (6.1 million searches — May 2010)
Approximately how many searches were performed in May using terms
relating to white goods?
We have considered every search term and aggregated the number of times
each one was used in March, April and May to give an indication of the number
of searches.
There were 6.1 million searches
performed in May 2010 for
white goods-related keywords.
Although this was a 17% decrease
in search volume compared to
March, it was a slight increase
since April, when 5.8 million
Total number of white goods-related searches
searches were made.
8,000,000
March
7,000,000
April
6,000,000
5,000,000
May
4,000,000
Overall, the white goods sector
has prospered during Q1 and Q2
2010. March was a particularly
strong month, in terms of sales;
3,000,000
for example, JohnLewis reported
2,000,000
growth of over 20%, year-on-year,
1,000,000
in white goods sales.
0
Source: IMRG/Capgemini
1,000,
1,
0,00
000
0
(April 2010)
1000000
Refrigeration product terms
1500000
accounted for 37% of the total
Number of searches by type (May 2010)
2000000
search volume, with over
2.2 million searches made in May.
Dishwasher and Laundry keywords
1,931,519 | 31%
2500000
Refrigeration keywords
2,253,420 | 37%
Cooking keywords
1,947,094 | 32%
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 all white goods-related
search terms?
We initially analysed 790 keywords for this exercise, which cumulatively
delivered 6.1 million searches in May 2010. Here we have looked at which
individual terms were most searched for and which brands are most searched
for in the white goods sector.
The term ‘Fridge freezer’ was
searched for 450,000 times in
May 2010, accounting for 7% of
all white goods-related searches.
Amazon was the most searched
Keyword breakdown (May 2010)
for brand in May, as it retails
Fridge freezer
450,000 | 7%
products for verticals other than
Washing machine
368,000 | 6%
white goods. Less established
Washing machines
301,000 | 5%
retailers, such as PriceRunner
received lower search volume for
Fridge freezers
201,000 | 3%
brand-related terms.
Dishwasher
201,000 | 3%
Dishwashers
165,000 | 3%
Other keywords
3,711,033 | 61%
Building and retaining brand trust is
Freezer
165,000 | 3%
crucial in the white goods market.
Fridge
165,000 | 3%
In a survey conducted by Mintel,
Range cookers
135,000 | 2%
Refrigerators
135,000 | 2%
Cookers
135,000 | 2%
half of UK consumers buy from
well-known brands that they trust,
but only one in eight purchase from
the same brand for most of their
large kitchen appliances.
Source: Mintel, ‘White Goods
Number of searches for white goods brands and retailers (May 2010)
Report’ (April 2010)
12,000,000
10,000,000
8,000,000
6,000,000
Amazon | 10,832,430
Currys | 2,369,108
Argos | 9,239,980
Comet | 1,619,039
Tesco | 5,108,200
Sainsburys | 1,511,570
JohnLewis | 2,949,900
Dixons | 398,891
MarksandSpencer | 2,757,250
PriceRunner | 178,620
4,000,000
2,000,000
0
2 00
2,
000,
0 00
000
0
Get in touch to discuss your site’s specific performance.
1 00
1,
000,
0 00
000
0
4
White goodsSearch
sector report, Issue 6, May 2010
Natural
Which sites were most visible in May?
Given that UK web users conducted 6.1 million searches for white
goods products in May 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 6.1 million
searches in May.
Kelkoo achieved 64% visibility
through ranking at position one
on Google for 58 of the 790
keywords analysed, including
the term ‘Fridge freezers’, which
was searched for 201,000 times
in May.
Comet achieved 61% visibility
The top 60 most visible white goods websites in natural search
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
kelkoo.co.uk
3,917,498
2,209,635
64%
2
comet.co.uk
3,761,610
2,365,523
61%
3
pricerunner.co.uk
2,386,945
3,740,188
39%
4
argos.co.uk
2,062,320
4,064,813
34%
5
coopelectricalshop.co.uk
1,908,939
4,218,194
31%
9%, whilst Kelkoo’s visibility
6
wikipedia.org
1,888,276
4,238,857
31%
decreased by 2%.
7
currys.co.uk
1,375,569
4,751,564
22%
8
which.co.uk
1,348,129
4,779,004
22%
The top 10 most visible sites
9
comparestoreprices.co.uk
1,320,322
4,806,811
22%
included: five multi-channel
10
tesco.com
1,179,243
4,947,890
19%
retailers, three aggregators,
11
ciao.co.uk
1,108,857
5,018,276
18%
a review site and an
12
amazon.co.uk
1,099,985
5,027,148
18%
information website.
13
reviewcentre.com
1,072,729
5,054,404
18%
14
washerhelp.co.uk
831,975
5,295,158
14%
Despite considerable offline
15
johnlewis.com
797,905
5,329,228
13%
marketing activity, Dixons
16
fridgefreezer.org
632,075
5,495,058
10%
17
rangecookers.co.uk
583,635
5,543,498
10%
18
beko.co.uk
578,698
5,548,435
9%
19
unbeatable.co.uk
553,609
5,573,524
9%
20
nextag.co.uk
521,089
5,606,044
9%
21
appliancesdirect.co.uk
514,685
5,612,448
8%
22
dealtime.co.uk
485,980
5,641,153
8%
23
moneysupermarket.com
399,680
5,727,453
7%
24
shopping.com
382,831
5,744,302
6%
25
rangemaster.co.uk
311,368
5,815,765
5%
5
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T: +44 (0)20 7253 7000
for 35 of the terms analysed,
including the keyword ‘Freezer’,
which was searched for 165,000
times in May. Since February
its share of voice increased by
featured outside our top 60
websites for white goods
products, having ranked at
position 40 in February, when it
achieved 2% visibility.
The top 60 most visible white goods websites in natural search (contd.)
No. Domain
Reached
volume
Missed
volume
Percentage
reached
26
reevoo.com
282,444
5,844,689
5%
increase by 10% since our
27
ogormans.co.uk
260,032
5,867,101
4%
previous report, which saw it
28
bizrate.co.uk
254,799
5,872,334
4%
ascend our league table from
29
youtube.com
240,840
5,886,293
4%
fifteenth to seventh. By contrast,
30
appliancecity.co.uk
233,508
5,893,625
4%
Ciao lost 11% visibility and it
31
rangecookersdirect.co.uk
232,276
5,894,857
4%
dropped from position five to 11.
32
dooyoo.co.uk
226,100
5,901,033
4%
33
electricshop.com
217,347
5,909,786
4%
Achieving 10% share of voice,
34
dishwasherreviews.org.uk
184,076
5,943,057
3%
the most visible white goods
35
somucheasier.co.uk
174,150
5,952,983
3%
manufacturer in May was
36
paramountzone.com
173,000
5,954,133
3%
37
neff.co.uk
170,315
5,956,818
3%
38
fridge.co.uk
169,632
5,957,501
3%
39
pixmania.co.uk
158,171
5,968,962
3%
40
britannialiving.co.uk
156,735
5,970,398
3%
41
sust-it.net
146,156
5,980,977
2%
42
priceinspector.co.uk
144,906
5,982,227
2%
43
rangecooker.org.uk
136,398
5,990,735
2%
44
minifridge.co.uk
130,380
5,996,753
2%
45
techradar.com
120,210
6,006,923
2%
46
hotpoint.co.uk
119,392
6,007,741
2%
47
fixya.com
114,939
6,012,194
2%
comparisons online and purchase
48
bosch-home.co.uk
110,904
6,016,229
2%
products on the internet, and one
49
idealo.co.uk
110,562
6,016,571
2%
in eight browse the shops first
50
filmlondon.org.uk
108,000
6,019,133
2%
and then buy online.
51
ethicalconsumer.org
97,444
6,029,689
2%
Source: Mintel, ‘White Goods
52
microwave.org.uk
93,686
6,033,447
2%
53
howstuffworks.com
93,520
6,033,613
2%
54
obrienscamping.co.uk
87,650
6,039,482
1%
55
espares.co.uk
86,234
6,040,899
1%
56
ebay.co.uk
84,078
6,043,055
1%
57
stovesonline.co.uk
81,809
6,045,324
1%
58
regale.co.uk
79,787
6,047,346
1%
59
elica.co.uk
77,870
6,049,263
1%
60
yahoo.com
77,276
6,049,857
1%
Currys saw its share of voice
RangeCookers, which produces
cooking appliances, as well
as retailing other white goods
products on its website.
Multi-channel marketing is crucial
in the white goods industry. In the
UK, four in 10 consumers use the
internet to compare prices and
then buy in store, one in five make
Report’ (April 2010)
6
Natural search: dishwasher and laundry products
Searches for dishwasher and laundry products, such as dishwashers, washing
machines and tumble dryers (including brand terms), accounted for more than
1.9 million searches in May 2010. How did those searches break down?
The term ‘Washing machine’
was searched for 450,000 times
in May, which accounted for
8% of dishwasher and laundry
Washing machine
450,000 | 8%
product searches.
Dishwashers
368,000 | 6%
Washing machines
301,000 | 5%
Dishwasher
201,000 | 3%
Other keywords
3,590,340 | 61%
Bosch washing machines
201,000 | 3%
Tumble dryers
165,000 | 3%
Bosch washing machine
165,000 | 3%
Tumble dryer condenser
165,000 | 3%
Tumble dryer
135,000 | 2%
Washing machine for sale
135,000 | 2%
Achieving 67% share of voice,
Kelkoo was the most visible
website for dishwasher and
laundry keywords, which was a
decrease of 9% since February.
This was achieved through
appearing at position one for 21
keywords; however, of those terms,
‘Slimline dishwasher’ was the most
searched for keyword, totalling just
40,500 searches in February.
Which websites were most visible for dishwasher and laundry product searches?
No. Domain
Reached
volume
Missed
volume
Percentage
reached
By comparison, Comet ranked
1
kelkoo.co.uk
1,296,392
635,127
67%
at position one for only four
2
comet.co.uk
1,269,697
661,822
66%
terms in May, yet its share of
3
pricerunner.co.uk
995,453
936,066
52%
voice increased by 23% since
4
washerhelp.co.uk
831,975
1,099,544
43%
5
wikipedia.org
754,699
1,176,820
39%
6
currys.co.uk
701,985
1,229,534
36%
7
reviewcentre.com
686,483
1,245,036
36%
8
argos.co.uk
679,654
1,251,865
35%
9
639,482
1,292,037
33%
10
ciao.co.uk
584,630
1,346,889
30%
of voice by 12% since February
11
which.co.uk
555,939
1,375,580
29%
and ascended from position
12
tesco.com
437,349
1,494,170
23%
12 to six. Conversely, Argos
13
378,992
1,552,527
20%
lost 12% visibility and fell from
14
208,830
1,722,689
11%
third position to eighth in our
15
shopping.com
185,413
1,746,106
10%
16
dishwasherreviews.org.uk
184,076
1,747,443
10%
17
somucheasier.co.uk
174,150
1,757,369
9%
18
johnlewis.com
163,852
1,767,667
8%
19
dooyoo.co.uk
146,157
1,785,362
8%
20
reevoo.com
143,502
1,788,017
7%
7
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February, which saw it move from
fourth position to second in our
league table.
Currys increased its share
league table.
Natural search: cooking products
Searches for cooking products, such as cookers, ovens and microwaves
(including brand terms), accounted for more than 1.9 million searches in May
2010. How did those searches break down?
The terms ‘Range cookers’,
‘Cookers’, ‘Microwave’, ‘Electric
cooker’ and ‘Gas cooker’ were
Range cookers
135,000 | 7%
searched for 135,000 times each in
Cookers
135,000 | 7%
May, cumulatively accounting for
35% of cooking product searches.
Microwave
135,000 | 7%
Electric cooker
135,000 | 7%
Other keywords
800, 694 | 41%
website, attaining 53% share of
voice (an increase of 1%), which
saw it replace Comet at position
Gas cooker
135,000 | 7%
one since February. This was
Ovens
90,500 | 5%
achieved through ranking
at position one for 12 of the
Cooker
90,500 | 5%
Gas cookers
60,500 | 3%
Microwave ovens
Cooker hoods 74,000 | 4%
60,500 | 3%
keywords analysed.
Range cooker
90,500 | 5%
Consistent with our previous
Which websites were most visible for cooking product searches?
report, Comet achieved 52%
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
kelkoo.co.uk
1,020,994
921,200
53%
position one for 10 of the keywords
2
comet.co.uk
1,006,489
935,705
52%
analysed, including three of the five
3
wikipedia.org
713,485
1,228,709
37%
most searched for terms: ‘Cookers’,
4
amazon.co.uk
699,428
1,242,766
36%
‘Electric cooker’ and ‘Gas cooker’.
5
rangecookers.co.uk
583,635
1,358,559
30%
6
argos.co.uk
544,279
1,397,915
28%
7
pricerunner.co.uk
463,918
1,478,276
24%
8
409,237
1,532,957
21%
9
tesco.com
395,466
1,546,728
20%
10
389,273
1,552,921
20%
11
364,027
1,578,167
19%
12
beko.co.uk
312,402
1,629,792
16%
February, which saw it move from
13
rangemaster.co.uk
310,848
1,631,346
16%
position 10 to five.
14
which.co.uk
280,668
1,661,526
14%
15
johnlewis.com
242,133
1,700,061
12%
16
232,276
1,709,918
12%
17
unbeatable.co.uk
223,658
1,718,536
12%
18
dealtime.co.uk
210,676
1,731,518
11%
19
currys.co.uk
188,622
1,753,572
10%
20
reviewcentre.com
183,089
1,759,105
9%
visibility through ranking at
Although Argos lost just 3% share
of voice, it dropped from third
position to sixth in our league
table. By contrast, RangeCookers
increased its visibility by 8% since
8
Natural search: refrigeration products
Searches for refrigeration products, such as fridges, freezers and fridge-freezers
(including brand terms), accounted for more than 2.2 million searches in May
2010. How did those searches break down?
The term ‘Fridge freezer’ was
searched for 450,000 times
in May, accounting for 20% of
Fridge freezer
450,000 | 20%
refrigeration product searches.
Other keywords
612,120 | 27%
website, achieving 71% visibility
Fridge freezers
201,000 | 9%
3 way fridge
33,100 | 1%
Upright freezer
33,100 | 1%
(a decrease of 1% since February)
for 25 terms, including the
Smeg fridge
33,100 | 1%
Fridges
90,500 | 4%
Freezer
165,000 | 7%
American fridge freezer
90,500 | 4%
second most searched for term:
‘Fridge freezers’.
Fridge
165,000 | 7%
Chest freezer
110,000 | 5%
Mini fridge
135,000 | 6%
Consistent with our February
Refrigerators
135,000 | 6%
report, Comet made gains on
Kelkoo, as it increased its visibility
by 3%. Comet ranked at position
Which websites were most visible for refrigeration product searches?
one for 14 keywords, including the
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
kelkoo.co.uk
1,600,112
653,308
71%
2
comet.co.uk
1,485,424
767,996
66%
Argos saw its share of voice
3
pricerunner.co.uk
927,573
1,325,847
41%
increase by 14% since February.
4
905,429
1,347,991
40%
By contrast, ReviewCentre lost
5
argos.co.uk
838,387
1,415,033
37%
15% visibility and dropped from
6
fridgefreezer.org
632,075
1,621,345
28%
7
532,093
1,721,327
24%
8
which.co.uk
511,522
1,741,898
23%
9
currys.co.uk
484,962
1,768,458
22%
10
wikipedia.org
420,093
1,833,327
19%
11
johnlewis.com
391,920
1,861,500
17%
12
tesco.com
346,428
1,906,992
15%
13
ciao.co.uk
341,239
1,912,181
15%
14
amazon.co.uk
316,204
1,937,216
14%
15
unbeatable.co.uk
259,135
1,994,285
11%
16
nextag.co.uk
247,451
2,005,969
11%
17
bizrate.co.uk
245,083
2,008,337
11%
18
beko.co.uk
242,772
2,010,648
11%
19
dealtime.co.uk
226,323
2,027,097
10%
20
reviewcentre.com
203,157
2,050,263
9%
9
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high volume driving term ‘Freezer’.
position six to 20 since February.
The most
visible websites and advertisers in Google search
Paid
Search
Which advertisers were most visible in May?
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 90 keywords in May 2010.
Across the top 90 keywords,
AppliancesOnline was the most
visible advertiser in May, attaining
71% visibility, which was an
increase of 35% since February.
This was achieved through bidding
The top 60 most visible white goods advertisers in paid search
on 85 keywords, at an average ad
No.
Advertiser
Share of voice
1
appliancesonline.co.uk
71%
2
currys.co.uk
65%
3
dixons.co.uk
61%
4
johnlewis.com
61%
5
comet.co.uk
34%
6
littlewoods.com
28%
7
asda.com
26%
8
tesco.com
19%
9
argos.co.uk
19%
10
panasonic.co.uk
19%
11
marksandspencer-appliances.com
17%
position one with 74% share of
12
365electrical.com
16%
voice, but it dropped to position
13
sainsburys.co.uk
13%
four, attaining 61% in May. It bid
14
homebase.co.uk
12%
on fewer keywords (71, as opposed
15
bootskitchenappliances.com
9%
to 74) and at a lower average ad
16
laskys.com
9%
position of six (previously four).
17
amazon.co.uk
8%
18
tradingpost-appliances.co.uk
8%
19
kelkoo.co.uk
8%
20
choice.co.uk
7%
21
rangecookers.co.uk
7%
22
pricerunner.co.uk
5%
23
kitchenscience.co.uk
4%
24
gemonogram.eu
4%
25
very.co.uk
4%
26
appliance-reviews.co.uk
4%
27
ebay.co.uk
4%
28
4%
position of five. (It had previously
appeared for 53 keywords at the
same average ad position).
Although Currys bid at a higher
average ad position of three, it bid
less often and on fewer keywords
(65), which is the reason it
achieved lower visibility of 65%.
JohnLewis had previously achieved
10
The top 60 most visible white goods advertisers in paid search (contd.)
No.
Advertiser
Share of voice
29
appliance-world.co.uk
4%
30
minicoolers.co.uk
3%
31
brands-uncovered.co.uk
3%
32
marksandspencer.com
3%
33
appliancecity.co.uk
3%
34
whitebox.co.uk
3%
35
cookers.shopcompare.eu
3%
36
stovecentre.co.uk
3%
Tesco lost most share of voice
37
domesticappliancesonline.com
3%
since our previous report in
38
2%
February (a 25% loss), which
39
alexanders-direct.co.uk
2%
saw it drop from position four to
40
mooresappliances.co.uk
2%
eight in our league table. It bid
41
falconappliances.co.uk
2%
on 29 terms, at an average ad
42
mercury-appliances.co.uk
2%
position of three in May, having
43
microwaveovens.shopcompare.eu
2%
previously bid on 50 terms at the
44
rangemaster.co.uk
2%
45
pixmania.co.uk
2%
46
cookers.applianceprices.net
2%
47
premierrange.co.uk
2%
48
premierelectrics.co.uk
2%
49
stovesareus.co.uk
2%
50
moben.co.uk
2%
51
2%
52
aga-web.co.uk
2%
53
marshallward.co.uk
2%
54
refrigerators.applianceprices.net
1%
55
lakeland.co.uk
1%
56
shopcompare.eu
1%
57
thekitchen.ikea.co.uk
1%
58
microwaves.wardscatering.co.uk
1%
59
bunnyappliancewarehouse.co.uk
1%
60
empirestores.co.uk
1%
11
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Of the top 10 advertisers
in paid search, eight were
multi-channel retailers, whilst
one was specifically a white
goods retailer (AppliancesOnline)
and one was a white goods
manufacturer (Panasonic).
same position.
By comparison, Littlewoods
moved from position 38 to six
through a 25% increase in share
of voice, and Panasonic, which
had not previously featured in our
top 60 advertisers, entered
at tenth place in May, achieving
19% visibility.
Paid search: ad copy analysis
The table below shows which ad creatives featured most
frequently across the top 90 white goods keywords in the Google
paid search space during May 2010. Share of voice is based on the
number of times Google displayed the individual ad creative, also
taking into account ad position, search term volume and Google’s
ad rotation. In addition, we have analysed how many unique
creatives were present for each advertiser.
No. Domain
Ad creative
Unique
Share of
creatives voice
1
Buy Fridge Freezers
In Stock For 24/48hr Delivery Price Match
Promise Available
AppliancesOnline.co.uk/BuyNow
115
Cookers Available
Now In Stock For 24/48hr Delivery Price Match
Promise Available
AppliancesOnline.co.uk/Cookers
115
Washing Machines Online
Buy washing machines at John Lewis with Free
Delivery & 2 Yr Guarantee
www.johnlewis.com/washing-machines
70
Fridge Freezers Online
Buy fridge freezers at John Lewis. Free
Delivery & 2 Year Guarantee!
www.johnlewis.com/fridge-freezers
70
Dixons Fridge Freezers
Unbeatable Value With Dixons.co.uk Huge Stock
Online, Free Delivery
www.Dixons.co.uk/Fridge_Freezer
59
Next Day Delivery
Sale Now On - Buy Online Massive choice with
huge stocks
www.365electrical.com
56
Buy Washing Machines
Promise Available
AppliancesOnline.co.uk/Washers
115
Amazingly Low Web Prices on Fridge Freezers.
Huge Stock Online
www.Dixons.co.uk/Fridge_Freezers
59
2
3
4
5
6
7
8
johnlewis.com
johnlewis.com
dixons.co.uk
365electrical.com
dixons.co.uk
16%
AppliancesOnline featured
the most visible individual ad
12%
creative, achieving 16% share of
voice. The ad creative focused
10%
on ‘Fridge Freezers’, promoting
‘24/48hr delivery’ and a ‘price
9%
match promise’. The second most
visible ad creative, also displayed
9%
by AppliancesOnline, was almost
identical but advertised ‘cookers’.
9%
AppliancesOnline featured a
9%
highly diverse ad campaign,
displaying 115 unique ad creatives,
9%
compared to 42 displayed
by Asda and 56 displayed by
9
asda.com
Washing Machines at ASDA
A large range of washing machines delivered to
your door from ASDA.
ASDA.com/WashingMachines
42
6%
365Electrical and Currys.
10
johnlewis.com
Free Delivery on Fridges
Buy fridges online at John Lewis. Free
www.johnlewis.com/fridges
70
6%
Most ad creatives displayed
Panasonic Fridge-Freezers
Advanced LEDs That Lock In Your Vitamins.
Truely Fresh Thinking.
panasonic.co.uk/intelligent-living
70
Fridges Available Now
Promise Available
AppliancesOnline.co.uk/Fridges
115
11
12
panasonic.co.uk
prices, discounts and offers; for
6%
example, ‘free delivery’, ‘2 year
guarantee’, ‘sale now on’ and
5%
‘5% off all orders’, were all used
to incentivise the consumer to
13
Buy Single Ovens
Promise Available
AppliancesOnline.co.uk/SingleOvens
115
5%
14
currys.co.uk
Currys Electric Cookers
Get 5% Off All Orders Over £199 with Code
MAY5. Hurry Ends Soon.
www.Currys.co.uk/electric-cookers
56
5%
15
dixons.co.uk
Dixons Washing Machines
Washing Machines Huge Stock Online
Free Del & Recycling With Dixons
www.Dixons.co.uk/Washing_Machine
59
4%
click through.
12
Paid search: dishwasher and laundry products
Monthly searches specifically for dishwasher and laundry products accounted
for more than 1.9 million searches in May. Here we assess which advertisers
were most visible for those keywords.
Dixons attained 81% visibility for
dishwasher and laundry products
in paid search through bidding on
No.
Advertiser
Share of voice
1
dixons.co.uk
81%
2
currys.co.uk
74%
3
72%
4
asda.com
68%
5
johnlewis.com
64%
6
tesco.com
59%
7
comet.co.uk
55%
8
panasonic.co.uk
19%
9
365electrical.com
18%
more keywords (28) and at the
10
pricerunner.co.uk
16%
same average ad position of four,
11
kitchenscience.co.uk
15%
achieving 74% visibility, a drop of
12
argos.co.uk
14%
10% since February, which saw it
13
laskys.com
13%
relinquish the top spot.
14
littlewoods.com
11%
15
domesticappliancesonline.com
10%
16
9%
17
whitebox.co.uk
7%
18
premierelectrics.co.uk
7%
19
5%
20
brands-uncovered.co.uk
5%
27 of the 30 keywords analysed,
at an average ad position of four.
Since February, it increased its
visibility by 7% and ascended our
league table from position two
to one.
By comparison, Currys bid on
All of the top five ad creatives for
dishwasher and laundry keywords
advertised washing machines,
with a range of offers from ‘2
year guarantee’ to ‘Free del and
recycling’. It is interesting to
note, however, that no advertiser
Which ad creatives were most visible for dishwasher and laundry product searches?
No. Domain
Ad creative
Unique
Share of
creatives voice
1
johnlewis.com
Washing Machines
Online Buy washing machines at John Lewis with
Free Delivery & 2 Yr Guarantee
www.johnlewis.com/washing-machines
25
43%
2
Buy Washing Machines
Promise Available
AppliancesOnline.co.uk/Washers
58
36%
3
asda.com
Washing Machines at ASDA
A large range of washing machines delivered to
your door from ASDA.
ASDA.com/WashingMachines
19
24%
4
dixons.co.uk
Dixons Washing Machines
Washing Machines Huge Stock Online,
Free Del & Recycling With Dixons
www.Dixons.co.uk/Washing_Machine
36
18%
5
currys.co.uk
Buying a Washing Machine?
Free Del & Recycling on All Orders With Great
Range & Online Stock
www.Currys.co.uk/Washing_Machines
29
16%
13
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featured a specific price incentive.
Paid search: cooking products
Monthly searches specifically for cooking products accounted for more than
1.9 million searches in May. Here we assess which advertisers were most
visible for those keywords.
AppliancesOnline was the most
visible advertiser for cooking
products, increasing its visibility
No.
Advertiser
Share of voice
1
66%
2
johnlewis.com
51%
3
currys.co.uk
50%
4
littlewoods.com
37%
5
dixons.co.uk
34%
6
argos.co.uk
22%
7
22%
8
amazon.co.uk
19%
9
rangecookers.co.uk
19%
however, it lost 16% share of voice
10
homebase.co.uk
13%
and therefore dropped to position
11
kelkoo.co.uk
11%
two in May.
12
comet.co.uk
11%
13
very.co.uk
11%
The most visible ad creative was
14
sainsburys.co.uk
11%
shown by AppliancesOnline,
15
panasonic.co.uk
10%
attaining 33% visibility. The
16
gemonogram.eu
9%
17
marksandspencer.com
8%
18
365electrical.com
8%
19
8%
20
cookers.shopcompare.eu
7%
by 53% since February. This was
achieved through bidding on 25
keywords analysed, at an average
ad position of four.
JohnLewis had previously been
the most visible advertiser,
achieving 67% in February;
ad copy focused on the term
‘Cookers’ and advertised its ‘Price
match promise’.
Which ad creatives were most visible for cooking product searches?
No. Domain
Ad creative
Unique
Share of
creatives voice
1
Cookers Available
Promise Available
AppliancesOnline.co.uk/Cookers
16
33%
2
Buy Single Ovens
Promise Available
AppliancesOnline.co.uk/SingleOvens
16
15%
3
currys.co.uk
Currys Electric Cookers
Get 5% Off All Orders Over £199 with Code
MAY5. Hurry Ends Soon.
www.Currys.co.uk/electric-cookers
8
13%
4
johnlewis.com
Buy Microwaves Online
Buy stylish & practical appliances for your
kitchen at John Lewis!
www.johnlewis.com/microwaves
15
11%
5
tradingpost-appliances.
co.uk
£750 Off Rangemaster
Package Deals.Up to £750 Off Range,
Hood & Splashback Packages.
Tradingpost-Appliances.co.uk/
11
11%
14
Paid search: refrigeration products
Monthly searches specifically for refrigeration products accounted for more
than 2.2 million searches in May. Here we assess which advertisers were
most visible for those keywords.
AppliancesOnline and Currys
both attained 74% visibility for
refrigeration products in the
No.
Advertiser
Share of voice
1
74%
2
currys.co.uk
74%
3
dixons.co.uk
73%
4
johnlewis.com
68%
5
comet.co.uk
42%
6
littlewoods.com
31%
7
31%
8
panasonic.co.uk
26%
9
sainsburys.co.uk
22%
10
365electrical.com
21%
JohnLewis lost the most share of
11
argos.co.uk
19%
voice since our previous report
12
asda.com
19%
(16%), which saw it drop from
13
17%
position one to position four in
14
homebase.co.uk
15%
our league table. It consistently
15
choice.co.uk
14%
bid on 27 of the keywords
16
laskys.com
13%
17
tesco.com
11%
18
kelkoo.co.uk
8%
19
minicoolers.co.uk
8%
20
alexanders-direct.co.uk
6%
paid search space. This was
an increase of 17% and 6%
respectively. AppliancesOnline
achieved this through bidding on
30 keywords, at an average ad
position of four, and Currys on
22 keywords, at an average ad
position of three.
analysed but bid at an average
ad position of five in May, as
opposed to three in February.
AppliancesOnline displayed the
most visible ad creative, again
Which ad creatives were most visible for refrigeration product searches?
No. Domain
Ad creative
Unique
Share of
creatives voice
1
Buy Fridge Freezers
Promise Available
AppliancesOnline.co.uk/BuyNow
41
39%
johnlewis.com
Fridge Freezers Online
Buy fridge freezers at John Lewis. Free
www.johnlewis.com/fridge-freezers
30
23%
3
dixons.co.uk
Unbeatable Value With Dixons.co.uk Huge Stock
Online, Free Delivery
www.Dixons.co.uk/Fridge_Freezer
19
22%
4
dixons.co.uk
Amazingly Low Web Prices on Fridge Freezers.
Huge Stock Online
www.Dixons.co.uk/Fridge_Freezers
19
21%
5
johnlewis.com
Free Delivery on Fridges
Buy fridges online at John Lewis. Free
www.johnlewis.com/fridges
30
14%
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incentive. It displayed more
individual ad creatives than other
advertisers; 41, compared to only
2
15
utilising its ‘Price match promise’
T: +44 (0)20 7253 7000
19 displayed by Dixons.
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 white goods retailers, has
found that most white goods-related search queries are performed over the
weekend, particularly Sunday, with fewer searches on weekdays. But, did
advertisers reflect this day parting in their bidding strategies?
Ad count by day, over a 1-week period (chosen at random; week commencing Monday 24th May)
23%
Consumer search behaviour
21%
Percentage of visibility
19%
Littlewoods
17%
Asda
15%
Comet
13%
Argos
11%
AppliancesOnline
9%
Dixons
7%
Currys
5%
Mon 24th
Tue 25th
Wed 26th
Thu 27th
Fri 28th
Sat 29th
Sun 30th
JohnLewis
The majority white goods
Many advertisers also
It is interesting to note that
advertisers overestimated the
underestimated the importance of
advertisers such as JohnLewis,
importance of bidding at the
increased bidding at the weekend,
Currys and Dixons hardly varied
beginning of the week, when
when consumer search behaviour
their bidding strategies across the
consumer search behaviour was
was at its highest.
days, instead bidding at a constant
relatively low.
rate throughout the week.
16
Hourly parting strategy
Our research has found that there is a considerable peak in consumer search
behaviour in the evening between 8pm and midnight. Search behaviour
remains relatively low throughout the day, but starts to rise slightly from 12pm
onwards. Did advertisers consider these trends in their bidding strategies?
Ad count by hour, over a 1-day period (day chosen at random; Tuesday 11th May)
23%
Consumer search behaviour
Percentage of visibility
21%
19%
Comet
17%
Asda
15%
Littlewoods
Argos
13%
Dixons
11%
Currys
9%
JohnLewis
7%
Midnight - 4am
4am - 8am
8am - 12pm
12pm - 4pm
4pm - 8pm
8pm - Midnight
It would seem that the majority
By contrast, advertisers then
Argos showed this most, by bidding
of advertisers overestimated the
underestimated the importance of
predominantly overnight between
importance of bidding during the day,
bidding from 8pm to midnight, when
midnight and 4am and least during
particularly from midnight to 4am,
consumer search behaviour is at
the 8pm to midnight period, which
when searches are at their lowest.
its highest.
directly opposed the consumer
search trend.
17
AppliancesOnline
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Integrated Search
Which websites/advertisers performed well?
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
voice overall? Here we have taken the top websites/advertisers
across both mediums to give an indication of their integrated
search performance.
80%
70%
kelkoo.co.uk
60%
comet.co.uk
Strong integrated
search visibility
Natural search visibility
Strong natural
search visibility
50%
40%
pricerunner.co.uk
argos.co.uk
30%
wikipedia.org
Poor integrated
search visibility
Strong paid
search visibility
20%
currys.co.uk
which.co.uk
ciao.co.uk
reviewcentre.com
tesco.com
amazon.co.uk
johnlewis.com
10%
panasonic.co.uk
0%
asda.com
marksandspencer-appliances.co.uk
0%
10%
dixons.co.uk
littlewoods.com
20%
30%
40%
50%
60%
70%
80%
Paid search visibility
No site or advertiser achieved
Comet and Kelkoo achieved strong
Currys, JohnLewis, Dixons and
strong visibility across both
visibility in natural search achieving
AppliancesOnline achieved strong
natural and paid search. White
61% and 64% respectively;
visibility in the paid search space,
goods brands appeared to focus on
however, both lacked visibility in
but at the expense of natural
either natural or paid search, but
the paid search space.
search, with AppliancesOnline and
not on both.
Dixons achieving 0% visibility.
18
The most visible white goods websites in both natural and paid search
No.
Website / advertiser
Natural search
Paid search
Comet achieved position one in
1
comet.co.uk
61%
34%
our integrated search league table
2
currys.co.uk
22%
65%
due to its high visibility in the
3
johnlewis.com
13%
61%
natural search space in particular.
4
kelkoo.co.uk
64%
8%
5
0%
71%
6
dixons.co.uk
0%
61%
7
argos.co.uk
34%
19%
Since February, its natural and
paid search visibility increased by
9% and 18% respectively.
8
pricerunner.co.uk
39%
5%
9
tesco.com
19%
19%
Since our previous report,
10
31%
0%
JohnLewis dropped from position
11
wikipedia.org
31%
0%
one to position three in our league
12
littlewoods.com
0%
28%
table. This was due to a loss in
13
asda.com
0%
26%
14
amazon.co.uk
18%
8%
15
which.co.uk
22%
1%
16
22%
0%
natural search visibility of 4%
and a loss in paid search visibility
of 13%.
17
panasonic.co.uk
0%
19%
18
ciao.co.uk
18%
0%
Of the top 10 white goods
19
reviewcentre.com
18%
0%
websites, eight were direct
20
0%
17%
retailers and two were price
21
rangecookers.co.uk
10%
7%
comparison sites. The price
22
365electrical.com
0%
16%
comparison sites appeared to
23
washerhelp.co.uk
14%
0%
24
sainsburys.co.uk
0%
13%
25
homebase.co.uk
0%
12%
26
7%
4%
27
fridgefreezer.org
10%
0%
search, with the exception of
28
8%
2%
Comet, which displayed the most
integrated campaign.
29
beko.co.uk
9%
0%
30
0%
9%
31
unbeatable.co.uk
9%
0%
32
laskys.com
0%
9%
33
nextag.co.uk
9%
0%
34
0%
8%
35
dealtime.co.uk
8%
0%
36
rangemaster.co.uk
5%
2%
37
choice.co.uk
0%
7%
38
appliancecity.co.uk
4%
3%
39
4%
2%
40
shopping.com
6%
0%
19
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focus more on natural search
rather than paid search, while
retailers focused more on paid
The most Media
visible websites
and advertisers in Google search
Social
Marketing
Which brands interacted well?
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.
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 May.
Wikipedia was the most followed
brand in social media, with a
combined following of 372,648 on
Facebook and Twitter, despite its
lack of interaction.
Interestingly, some brands
received negative consumer
commentary, such as Dixons and
Currys, which perhaps affected
their ability to interact.
By contrast, some other brands,
particularly AppliancesOnline,
No.
Brand
SMPI
Posts
per month
Tweets
per month
1
wikipedia.org
372,648
367,517 +
5,131
6
11
2
amazon.co.uk
22,856
464 +
22,392
0
2
3
argos.co.uk
8,790
4,278 +
4,512
0
30
4
asda.com
5,516
0+
N/A
91
5
littlewoods.com
2,439
1,404 +
146
152
competitions which a large
6
tesco.com
2,231
0+
N/A
0
number of consumers entered.
7
dixons.co.uk
1,962
902 +
1,060
1
0
8
1,418
1,013 +
405
71
179
9
kelkoo.co.uk
512
262 +
0
28
10
pricerunner.co.uk
224
9+
215
0
11
11
currys.co.uk
189
189 +
0
0
N/A
=12
johnlewis.com
0
0+
0
N/A
N/A
=12
0
for the sales by sending them
0+
0
N/A
N/A
information about the best
=12
which.co.uk
0
0+
0
N/A
N/A
upcoming deals or inviting them
=12
comet.co.uk
0
0+
0
N/A
N/A
to preview events.
5,516
1,035
2,231
250
received excellent consumer
feedback and interacted
extremely well. AppliancesOnline
consistently answered every query
or problem posed on Facebook
and constantly ran various
30% of adults wait for the sales
to get a better product for their
budget*. Retailers should utilise
social media to communicate
with those consumers who wait
*Source: Mintel, “White Goods
Report” (April 2010)
20
Natural search: improve your website's position
Certain factors can affect your position in natural search results. The white
goods 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 quality white goods-related content is a foundation to build on, it
can only be part of the equation since it is readily available and therefore
used by a large number of sites. As such, the search engines need a further
differentiator to help them sort through the sheer volume of white goodsrelated 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’ selfoptimised 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
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.
of 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.
22
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.
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make sure that you connect and
build a relationship 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.
24
Adapt™
Improve ROI by optimising your paid search campaigns around what
you actually sell!
Adapt is our inventory management platform for paid search, designed
specifically for large e-commerce websites. Working with your live database,
Adapt manages and optimises your paid search campaigns around constantly
changing sales priorities.
The inventory management platform
for paid search
Adapt builds and launches real-time campaigns that reflect your current
pricing, timing, margins, stock levels and budget requirements. So when you
need your paid search strategy to adapt to new sales goals, Adapt does this
quickly and automatically — allowing you to sell more of what matters, more
efficiently and profitably.
SearchSentry™
Monitor who’s bidding on your brand name, when and where
SearchSentry, the world’s first real-time brand monitoring platform,
provides the ultimate in brand defence by working out how and when
your brand is being compromised within the paid search channels of major
search engines.
Paid search brand defence without
compromise
SearchSentry alerts you each time your brand is targeted by a competitor. It
informs you who is bidding against your brand name, when, how frequently
and what they are saying in their ads — enabling you to measure your brand
control and take action.
Quant™
Achieve maximum ROI from your paid search budget
Quant is our intelligent automation platform for managing paid search.
Developed by our in-house PhDs and search specialists, Quant works out
how to increase ROI without increasing budget, and models and predicts how
changes in ad spend will impact on overall profits.
The intelligent automation platform
for paid search
Quant does this by analysing historical performance data, to understand
the relationships between keyword bid prices, visibility, audience capture and
conversion and revenue. Even the most accomplished PPC marketer couldn’t
possibly undertake analysis of the scale and depth Quant achieves on a
daily basis.
To find out more about Greenlight technologies contact Ian Hucklesby | Business Development Manager
T: +44 (0)20 3326 6237 | E: ian.hucklesby@greenlightsearch.com
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Learn more about our research
Download free reports
Our research division produces market sector reports on an ongoing basis,
covering a broad range of industries including: banking, brown & white goods,
car hire, flights, fashion retail, gaming, holidays, hotels, insurance and many
more. To download our FREE reports go to:
www.greenlightsearch.com/sectorreports
Watch free webinars
We also run a programme of webinars dissecting, explaining and taking
questions on our industry research. Learn more about these FREE and
exclusive events at:
www.greenlightsearch.com/events/webinars
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?

White goods May 2010

Transcription

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