Brown goods sector report

Transcription

The most visible websites and
advertisers in Google search
Brown goods sector report
Issue 4 | November 2009
A 360˚ analysis of the most important search terms, trends and
benchmarking data in the brown goods sector. This report provides
an exclusive snapshot of the search market for your sector right
now. From the size of your potential audience to the top performing
companies, it’s all here.
Product focus: cameras and camcorders, DVD players and recorders,
entertainment products, PC's and laptops, and TV's.
www.greenlightsearch.com
|
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The most visible websites
and advertisers in Google search
Contents
2
Introduction
3
Total audience size
4
Keyword breakdown
5
Natural search: which websites were most visible in November?
7
Natural search: cameras and camcorders
8
Natural search: DVD players and recorders
9
Natural search: entertainment products
10
Natural search: PC's and laptops
11
Natural search: TV's
12
Paid search: which advertisers were most visible in November?
14 Paid search: ad copy analysis
15
Paid search: cameras and camcorders
16
Paid search: DVD players and recorders
17
Paid search: entertainment products
18
Paid search: PC's and laptops
19
Paid search: TV's
20
Paid search bidding strategies
22
Integrated search: which websites/advertisers performed well?
24
Natural search: improve your website's position
25
Paid search: improve your visibility and efficiency
26
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Brown Goods sector report | Issue 4 | November 2009
Introduction
Research shows that when people look to research
and purchase brown goods they go to a search engine.
And more often than not they go to Google, the search
engine used for 90% of all UK searches. So when
people searched on Google in November what did they
How the report was created
We have used industry data to classify 940 of the most
popular search terms that consumers use to find brown
goods and totalled the number of times each one was used.
This gives an indication of the size of audience and a profile
of how Google users went about their search for brown goods
products in November.
type — and who were they most likely to see in their
searches, and hence buy through or from?
For natural search we then analysed the natural search
rankings on Google to see which websites and brands were
positioned on page one for each term. That way, we were
This report answers those questions by profiling search
behaviour in the brown goods sector. We’ve assessed
which brands, retailers and review sites were the most
visible in both natural and paid search results (and
hence had the greatest share of consideration) when
UK-based searchers went to Google in November to
look for and buy brown goods. This sector report is
based on search volumes for November 2009.
able to build up an aggregate view of the most commonly
appearing and prominent websites, as well as the respective
size of the audience they were reaching as a result of their
having that keyword-specific visibility.
For paid search we monitored the advertisers appearing in
the sponsored links for the top 150 of the 940 terms analysed.
Data was retrieved from Google regularly on a daily basis
during November to ensure a fair assessment of the paid
search space, and to take into account the ad rotation system
employed by Google.
This data was then collated, and league tables of the most
visible websites in both natural and paid search created for
the brown goods sector.
On the following pages you will find market view data for
the brown goods industry as a whole, as well as by segment:
cameras and camcorders, DVD players and recorders,
entertainment products, PC's and laptops, and TV's.
Get in touch to discuss your site’s specific performance.
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2
Total audience size (20.5 million searches, November 2009)
Approximately how many searches were performed in November using terms
relating to brown goods?
There were 20.5 million searches
performed in November 2009 for
We have considered every search term and aggregated the number of times
each one was used in September, October and November to give an indication
of the number of searches.
brown goods-related keywords.
This is a significant increase
since October, when 15.2 million
searches were made.
Total number of brown goods-related searches
25,000,000
September
20,000,000
October
15,000,000
November
Entertainment product terms
(which include MP3 players,
personal video players, audio and
ipod products, and brand terms
such as Logitech and Apple) were
10,000,000
the most searched for, with over
5,000,000
7.5 million searches made
0
in November.
5,00
000,
0 00
000
0
IMRG states that consumer
1000000
confidence in online shopping
1500000
has grown in 2009, as 93%
2000000
of people planned to shop
Number of searches by product type (November 2009)
2500000
online for festive and New Year
DVD players and recorders
1,531,076 | 7%
gifts, including brown goods.
Source: IMRG, November 2009
Cameras and camcorders
2,627,458 | 13%
Entertainment products
7,518,417 | 37%
According to Google, 'online
Christmas shopping started
much earlier this year with
TV’s
3,925,431 | 19%
consumers more focused than
ever in finding inspiration for their
Christmas purchases'
Source: Google, November 2009
PC’s and laptops
4,946,966 | 24%
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3
Keyword breakdown
Which were the most queried terms across all brown goods search terms?
The term ‘Televisions’ accounted
We initially analysed 940 keywords for this exercise, which cumulatively
for 2.7 million searches in
delivered 20.5 million searches in November 2009. Here we looked at which
individual terms were most searched for and the trends the top search terms
November 2009, which was 13% of
from each segment displayed over the previous six months.
all brown goods-related searches.
Keyword breakdown (November 2009)
The most searched for brand term
Televisions
2,740,000 | 13%
was Apple’s ‘ipod’, which totalled
1.8 million searches in November,
accounting for 9% of the overall
search volume.
ipod
1,830,000 | 9%
Other keywords
8,640,348 | 42%
We can see that all of the top
MP3 players
1,220,000 | 6%
keywords from each segment
saw total search volume increase
Laptops
1,000,000 | 5%
considerably in November. For
example, searches for the term
Desktop pcs
1,000,000 | 5%
‘Televisions’ increased by 22%,
Digital camera
823,000 | 4%
Speakers
450,000 | 2%
from 2.2 million in October to
ipod nano
823,000 | 4%
Headphones
450,000 | 2%
MP3 player
450,000 | 2%
Camera
450,000 | 2%
2.7 million in November.
Laptop computers
673,000 | 3%
Search trends for the main brown goods terms over the past six months
3,000,000
Digital camera
DVD players
2,500,000
iPod
Laptops
2,000,000
Televisions
1,500,000
1,000,000
500,000
0
Jun-09
Jul-09
Aug-09
Sep-09
Oct-09
Nov-09
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4
Natural search
Which sites were most visible in November?
Amazon was the most visible
Given that UK web users conducted 20.5 million searches for brown
61% share of voice in November
website in natural search, achieving
goods products in November 2009, which brands were best positioned on
page one of Google natural search, and therefore most likely to gain the
searchers’ consideration?
We have determined the best positioned, and hence most visible websites
2009 through ranking at position
one on page one of Google for 106
of the 940 keywords analysed.
in this sector based on the volumes for each keyword, and their respective
ranking on page one of Google. These websites have been scored in the league
table below, which represents visibility to a total of 20.5 million searches
in November.
33% visibility, through ranking at
position one on Google page one
The top 60 most visible brown goods websites in natural search
for 43 of the terms analysed.
No.
Domain
Monthly
reached volume
Monthly
missed volume
Percentage
reached
1
amazon.co.uk
12,540,309
8,011,059
61%
2
kelkoo.co.uk
6,866,994
13,684,374
33%
3
wikipedia.org
6,078,654
14,472,714
30%
4
pcworld.co.uk
5,442,275
15,109,093
26%
5
currys.co.uk
4,726,180
15,825,188
23%
6
argos.co.uk
4,152,624
16,398,744
20%
7
tesco.com
4,034,097
16,517,271
20%
8
apple.com
3,570,691
16,980,677
17%
9
moneysupermarket.com
3,550,861
17,000,507
17%
10
pixmania.co.uk
3,258,510
17,292,858
16%
11
savebuckets.co.uk
2,971,042
17,580,326
14%
12
digitaldirect.co.uk
2,793,315
17,758,053
14%
13
laptopsdirect.co.uk
2,409,278
18,142,090
12%
14
ebuyer.com
2,384,306
18,167,062
12%
15
richersounds.com
2,345,010
18,206,358
11%
16
ciao.co.uk
2,229,156
18,322,212
11%
17
comet.co.uk
2,011,334
18,540,034
10%
18
cnet.co.uk
1,972,651
18,578,717
10%
19
advancedmp3players.co.uk
1,769,271
18,782,097
9%
20
jessops.com
1,762,577
18,788,791
9%
21
ipod.org.uk
1,464,000
19,087,368
7%
22
pricerunner.co.uk
1,284,202
19,267,166
6%
23
reviewcentre.com
1,139,910
19,411,458
6%
24
whatdigitalcamera.com
1,122,831
19,428,537
5%
25
studentcomputers.co.uk
1,066,718
19,484,650
5%
By comparison, Kelkoo achieved
Of the top 20 sites in our natural
search league table, 14 were
retailers, four were aggregators and
two were information sites.
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5
The top 60 most visible brown goods websites in natural search (contd.)
AdvancedMP3Players and
No.
Domain
Monthly
reached volume
Monthly
missed volume
Percentage
reached
26
cameras.co.uk
1,019,002
19,532,366
5%
27
johnlewis.com
980,121
19,571,247
5%
28
misco.co.uk
908,037
19,643,331
4%
29
iheadphones.co.uk
854,617
19,696,751
4%
30
photoradar.com
844,385
19,706,983
4%
31
desktoppcs.org.uk
835,550
19,715,818
4%
32
val-u-computers.co.uk
800,465
19,750,903
4%
entertainment products, whilst
33
which.co.uk
767,257
19,784,111
4%
Jessops retail camera and
34
bbc.co.uk
762,889
19,788,479
4%
camcorder products.
35
ilounge.com
733,608
19,817,760
4%
36
dooyoo.co.uk
733,438
19,817,930
4%
37
nextag.co.uk
724,242
19,827,126
4%
38
hifiheadphones.co.uk
715,276
19,836,092
3%
39
dpreview.com
711,782
19,839,586
3%
40
headphoneworld.com
682,725
19,868,643
3%
attaining 17% visibility, which is
41
laptopreviews.org.uk
680,977
19,870,391
3%
lower compared to its direct retail
42
testfreaks.co.uk
672,844
19,878,524
3%
competitors for brown goods.
43
itreviews.co.uk
662,456
19,888,912
3%
44
trustedreviews.com
604,921
19,946,447
3%
45
pricegrabber.co.uk
599,615
19,951,753
3%
46
sony.co.uk
595,331
19,956,037
3%
47
dell.co.uk
569,458
19,981,910
3%
48
unbeatable.co.uk
559,477
19,991,891
3%
49
play.com
551,725
19,999,643
3%
content and credibility through
50
easyishop.co.uk
549,000
20,002,368
3%
links. Wikipedia was the most
51
cnet.com
536,029
20,015,339
3%
visible information site, attaining
52
mp3players.co.uk
488,000
20,063,368
2%
30% share of voice, which saw
53
sennheiser.co.uk
467,400
20,083,968
2%
it rank at position three in our
54
reghardware.co.uk
460,097
20,091,271
2%
55
ebay.co.uk
445,139
20,106,229
2%
56
nikon.co.uk
411,180
20,140,188
2%
57
winamp.com
409,381
20,141,987
2%
58
laptopshop.co.uk
390,612
20,160,756
2%
59
pcadvisor.co.uk
378,171
20,173,197
2%
60
dell.com
375,221
20,176,147
2%
Jessops both achieved 9% share
of voice, ranking at positions
19 and 20 respectively, despite
retailing a small range of products
(compared to the overall market).
AdvancedMP3Players retail
Despite considerable offline
marketing activity, Comet ranked
at position 17 in our league table,
Of the top 60 websites, 14 were
brown goods information or review
sites. These websites achieved
notable visibility due to relevant
natural search league table.
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6
Natural search: cameras and camcorders
Searches for cameras and camcorders (including brand terms), accounted for
more than 2.6 million searches in November 2009. How did those searches
break down?
searched for 823,000 times in
November 2009, which
Digital camera
823,000 | 31%
Other keywords
750,458 | 29%
The term ‘Digital camera’ was
accounted for 31% of camera and
camcorder-related searches.
48% of camera and camcorder
product searches composed of
just two terms: ‘Digital camera’
Olympus digital camera
40,500 | 2%
and ‘Camera’. Websites which
achieved visibility for those terms
Pink digital camera
49,500 | 2%
Camera
450,000 | 17%
Digital camera memory cards
60,500 | 2%
HD camcorder
60,500 | 2%
secured much of the share of
voice overall.
Digital camera accessories
74,000 | 3%
Camcorder
Camera accessories
135,000 | 5%
74,000 | 3%
Camcorder accessories
110,000 | 4%
Jessops was the most visible
website, attaining 67% visibility.
This was achieved through
Which websites were most visible for camera and camcorder searches?
ranking on Google page one,
No.
Domain
Monthly
reached volume
Monthly
missed volume
Percentage
reached
position one for 22 keywords,
1
jessops.com
1,762,577
865,601
67%
including the second most queried
2
amazon.co.uk
1,633,320
994,858
62%
term: ‘Camera’.
3
kelkoo.co.uk
1,476,870
1,151,308
56%
4
whatdigitalcamera.com
1,122,831
1,505,347
43%
5
pixmania.co.uk
1,083,314
1,544,864
41%
By comparison, Amazon achieved
62% share of voice because
6
cameras.co.uk
1,019,002
1,609,176
39%
7
wikipedia.org
930,681
1,697,497
35%
8
photoradar.com
844,385
1,783,793
32%
9
dpreview.com
711,782
1,916,396
27%
10
nikon.co.uk
411,180
2,216,998
16%
11
trustedreviews.com
369,210
2,258,968
14%
12
pcworld.co.uk
263,502
2,364,676
10%
13
cnet.co.uk
237,977
2,390,201
9%
14
pricerunner.co.uk
232,025
2,396,153
9%
15
nextag.co.uk
208,150
2,420,028
8%
16
camera-obscura.net
180,000
2,448,178
7%
17
camera.org
180,000
2,448,178
7%
18
digital-cameras.com
150,652
2,477,526
6%
19
camcorderinfo.com
143,826
2,484,352
5%
20
warehouseexpress.com
142,693
2,485,485
5%
it attained lower visibility for
high volume driving keywords,
compared to Jessops.
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7
Natural search: DVD players and recorders
Searches for DVD players and recorders (including brand terms), accounted
for more than 1.5 million searches in November 2009. How did those searches
break down?
The terms ‘DVD players’ and
‘Portable dvd player’ were queried
301,000 times each in November
Other keywords
269,076 | 18%
2009, cumulatively accounting for
DVD players
301,000 | 20%
40% of all DVD player and recorder
product searches.
Car dvd players
18,100 | 1%
Panasonic dvd recorder
18,100 | 1%
Car dvd player
27,100 | 2%
HD dvd player
33,100 | 2%
website, attaining 91% share of
voice through ranking on Google
Multi region dvd player
33,100 | 2%
page one, position one for 26
DVD recorder
90,500 | 6%
Portable dvd player
301,000 | 20%
keywords, including the three
most searched for terms: ‘DVD
Portable dvd players
110,000 | 7%
players’, ‘Portable dvd player’ and
DVD recorders
165,000 | 11%
‘DVD player’.
DVD player
165,000 | 11%
Kelkoo achieved 69% share of
Which websites were most visible for DVD player and recorder searches?
voice through ranking on the first
No.
Domain
Monthly
reached volume
Monthly
missed volume
Percentage
reached
page of Google at position one for
1
amazon.co.uk
1,387,607
143,469
91%
16 keywords, but achieved lower
2
kelkoo.co.uk
1,057,423
473,653
69%
visibility for high volume driving
3
comet.co.uk
854,828
676,248
56%
4
ciao.co.uk
621,377
909,699
41%
5
which.co.uk
488,444
1,042,632
32%
6
wikipedia.org
415,143
1,115,933
27%
7
richersounds.com
372,805
1,158,271
24%
8
3wisemonkeys.co.uk
340,025
1,191,051
22%
9
reviewcentre.com
314,052
1,217,024
21%
10
pixmania.co.uk
276,772
1,254,304
18%
11
275,429
1,255,647
18%
12
tesco.com
266,011
1,265,065
17%
13
radioandtelly.co.uk
226,558
1,304,518
15%
14
testfreaks.co.uk
215,644
1,315,432
14%
15
avsmedia.com
164,946
1,366,130
11%
16
videolan.org
146,276
1,384,800
10%
17
unbeatable.co.uk
135,131
1,395,945
9%
18
dooyoo.co.uk
128,799
1,402,277
8%
19
dvdvideosoft.com
128,123
1,402,953
8%
20
toshiba.co.uk
107,908
1,423,168
7%
terms, compared to Amazon.
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8
Natural search: entertainment products
Searches for entertainment products, such as audio, MP3 and personal video
players (including brand terms), accounted for more than 7.5 million searches
in November 2009. How did those searches break down?
The most searched for term ‘ipod’
totalled 1.8 million searches in
November, accounting for 24% of
Other keywords
1,577,917 | 21%
ipod
1,830,000 | 24%
entertainment product searches.
51% of entertainment product
Audio speakers
90,500 | 1%
searches composed of just three
MP4 player
90,500 | 1%
terms: ‘ipod’, ‘MP3 players’ and
Computer speakers
90,500 | 1%
Wireless headphones
110,000 | 1%
‘ipod nano. Websites which
achieved visibility for those terms
Floor standing speakers
135,000 | 2%
secured much of the share of
Earphones
201,000 | 3%
MP3 players
1,220,000 | 16%
Speakers
450,000 | 6%
voice overall.
Headphones
450,000 | 6%
MP3 player
450,000 | 6%
ipod nano
823,000 | 11%
website, achieving 69% visibility.
ranking on Google page one at
Which websites were most visible for entertainment product searches?
No.
Domain
Monthly
reached volume
Monthly
missed volume
Percentage
reached
including high volume driving
1
amazon.co.uk
5,185,963
2,332,454
69%
terms, such as ‘Speakers’ and
2
wikipedia.org
3,793,009
3,725,408
50%
‘Wireless headphones’.
3
apple.com
3,137,930
4,380,487
42%
4
2,460,150
5,058,267
33%
5
kelkoo.co.uk
2,197,257
5,321,160
29%
By comparison, Wikipedia ranked
on page one, position one for eight
6
savebuckets.co.uk
2,072,860
5,445,557
28%
7
1,769,271
5,749,146
24%
8
argos.co.uk
1,492,346
6,026,071
20%
9
ipod.org.uk
1,464,000
6,054,417
19%
lower visibility for high volume
10
pcworld.co.uk
1,353,900
6,164,517
18%
keywords, compared to Amazon.
11
currys.co.uk
1,114,265
6,404,152
15%
12
ciao.co.uk
902,515
6,615,902
12%
13
iheadphones.co.uk
854,617
6,663,800
11%
14
ilounge.com
733,041
6,785,376
10%
15
hifiheadphones.co.uk
715,276
6,803,140
10%
16
headphoneworld.com
682,725
6,835,692
9%
17
richersounds.com
554,750
6,963,667
7%
18
easyishop.co.uk
549,000
6,969,417
7%
19
reviewcentre.com
542,496
6,975,921
7%
20
bbc.co.uk
518,402
7,000,014
7%
keywords analysed, and it attained
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9
Natural search: PC's and laptops
Searches for PC's and laptops (including brand terms), accounted for
more than 4.9 million searches in November 2009. How did those searches
break down?
The two most searched for
terms ‘Laptops’ and ‘Desktop
pcs’ totalled 1 million searches
Other keywords
929,966 | 19%
each in November, cumulatively
Laptops
1,000,000 | 20%
accounting for 40% of PC and
laptop product searches.
Laptop computer
60,500 | 1%
Laptops direct
60,500 | 1%
PCWorld was the most visible
Toshiba laptops
74,000 | 1%
Desktop computers
90,500 | 2%
Acer laptops
90,500 | 2%
ranking on Google page one at
Computer shop
165,000 | 3%
Desktop pcs
1,000,000 | 20%
Computers
201,000 | 4%
including high volume driving
Cheap laptops
301,000 | 6%
terms, such as ‘Desktop pcs’
Computer
301,000 | 6%
and ‘Computer’.
Laptop computers
673,000 | 14%
LaptopsDirect ranked on page
Which websites were most visible for PC and laptop searches?
one, position one for 19 keywords
No.
Domain
Monthly
reached volume
Monthly
missed volume
Percentage
reached
analysed, including the term
1
pcworld.co.uk
3,747,834
1,199,132
76%
‘Laptops’, but it attained lower
2
laptopsdirect.co.uk
2,407,998
2,538,968
49%
visibility for other high volume
3
ebuyer.com
2,199,513
2,747,453
44%
4
tesco.com
1,807,141
3,139,825
37%
5
kelkoo.co.uk
1,599,375
3,347,591
32%
6
amazon.co.uk
1,482,121
3,464,845
30%
7
studentcomputers.co.uk
1,066,718
3,880,248
22%
8
misco.co.uk
907,055
4,039,911
18%
9
savebuckets.co.uk
855,480
4,091,486
17%
10
currys.co.uk
850,127
4,096,839
17%
11
desktoppcs.org.uk
835,550
4,111,416
17%
12
val-u-computers.co.uk
800,465
4,146,501
16%
13
pricerunner.co.uk
757,974
4,188,992
15%
14
laptopreviews.org.uk
680,977
4,265,989
14%
15
679,380
4,267,586
14%
16
ciao.co.uk
611,429
4,335,537
12%
17
wikipedia.org
596,315
4,350,651
12%
18
itreviews.co.uk
588,393
4,358,573
12%
19
dell.co.uk
569,458
4,377,508
12%
20
comet.co.uk
528,416
4,418,550
11%
keywords, compared to PCWorld.
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T: +44 (0)20 7253 7000
10
Natural search: TV's
Searches for TV's (including brand terms), accounted for more
than 3.9 million searches in November 2009. How did those searches
break down?
HD tv
40,500 | 1%
The term ‘Televisions’ totalled
2.7 million searches in November,
accounting for 70% of TV
Other keywords
381,931 | 10%
product searches. Websites
Portable tv
40,500 | 1%
which achieved visibility for that
Panasonic tv
60,500 | 2%
Televisions
2,740,000 | 70%
Samsung tv
74,000 | 2%
keyword secured much of the
share of voice overall.
Plasma televisions
74,000 | 2%
Plasma tv
74,000 | 2%
Flat screen tv
74,000 | 2%
Television
165,000 | 4%
ranking on Google page one
LCD televisions
201,000 | 5%
for high volume driving terms,
such as ranking at position
three for the most searched for
term: ‘Televisions’.
Which websites were most visible for TV searches?
No.
Domain
Monthly
reached volume
Monthly
missed volume
Percentage
reached
Currys achieved 70% share of
voice for TV product keywords,
1
amazon.co.uk
2,851,299
1,075,432
73%
which was achieved almost solely
2
currys.co.uk
2,758,116
1,168,615
70%
through ranking on page one,
3
digitaldirect.co.uk
2,563,138
1,363,593
65%
4
argos.co.uk
2,476,190
1,450,541
63%
5
tesco.com
1,929,700
1,997,031
49%
position one for the most searched
for term: ‘Televisions’. However, it
6
pixmania.co.uk
1,459,844
2,466,887
37%
attained lower visibility for other
7
cnet.co.uk
1,429,385
2,497,346
36%
high volume keywords, compared
8
richersounds.com
1,417,455
2,509,276
36%
9
johnlewis.com
919,552
3,007,179
23%
10
kelkoo.co.uk
536,069
3,390,662
14%
11
lcdtvreviews.org.uk
372,574
3,554,157
9%
12
wikipedia.org
343,504
3,583,227
9%
13
unbeatable.co.uk
313,776
3,612,954
8%
14
directtvs.co.uk
263,200
3,663,531
7%
15
discountlcdtv.co.uk
220,796
3,705,935
6%
16
bbc.co.uk
219,466
3,707,265
6%
17
televisions.com
195,840
3,730,891
5%
18
plasmatvreviews.org.uk
182,788
3,743,943
5%
19
comet.co.uk
161,956
3,764,775
4%
20
sky.com
149,629
3,777,102
4%
to Amazon.
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T: +44 (0)20 7253 7000
11
Paid search
Which advertisers were most visible in November 2009?
Across the top 150 keywords,
We have conducted a detailed level of monitoring and analysis to determine
advertiser in November attaining
which advertisers appeared in the paid search space. An advertiser’s share of
voice is based on: how often they were present in Google, which ad position
42% visibility. This was achieved
they bid for, and the associated search volume for the keywords they bid on.
through bidding on 147 keywords,
These advertisers have been scored in the league table below, which represents
at an average ad position of six.
visibility across the top 150 keywords in November 2009.
Although Sony bid at a higher
The top 60 most visible brown goods advertisers in paid search
average ad position of three, it
No.
Advertiser
Share of voice
1
amazon.co.uk
42%
2
sony.co.uk
35%
3
johnlewis.com
29%
4
ebay.co.uk
28%
5
comet.co.uk
23%
6
argos.co.uk
22%
Of the top 10 advertisers in paid
7
21%
search, nine were brown goods
8
dell.com
17%
retailers whilst only one was an
9
tesco.com
17%
10
pixmania.co.uk
15%
11
dixons.co.uk
14%
12
store.apple.com
13%
13
shopping.aol.co.uk
13%
14
play.com
12%
15
lge.com
11%
16
lowest-ipod-prices.co.uk
11%
17
very.co.uk
11%
18
sainsburys.co.uk
10%
19
hp.com
10%
20
panasonic.co.uk
9%
21
littlewoods.com
9%
22
televisions-discount.shopcompare.eu
8%
23
pcspecialist.co.uk
8%
24
mp3players.lightinthebox.com
8%
25
sky.com
7%
26
dinopc.com
7%
27
ebuyer.com
6%
28
three.co.uk
6%
bid on fewer keywords (120)
and less often; thus, it achieved
slightly lower visibility (35%)
than Amazon.
aggregator: MoneySupermarket.
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T: +44 (0)20 7253 7000
12
The top 60 most visible brown goods advertisers in paid search (contd.)
No.
Advertiser
Share of voice
29
shop.philips.co.uk
6%
30
marksandspencer.com
6%
everyday
keywords,keywords.
at an average
Short
adspurts
position
31
currys.co.uk
6%
of seven,
activityyet
can
it achieved
help to drive
11%up
32
greatuniversal.com
5%
your
visibility
ROIand ranked at position 16 in
33
pricerunner.co.uk
5%
our league table.
34
apple.com
4%
35
bidfun.co.uk
4%
36
cube247.co.uk
4%
37
iheadphones.co.uk
4%
38
canon.co.uk
4%
ad
at position
copy versions
31 in our
as league
possible.
table,
39
maplin.co.uk
4%
as it attained 6% visibility, which is
40
headphoneworld.com
4%
41
mchmedia.co.uk
4%
42
pcworld.co.uk
3%
43
camerabox.co.uk
3%
44
cheapest-ipod.com
3%
lower compared to its direct retail
Google’s quality score is now
competitors for brown goods. It bid
illustrated in the AdWords system,
on only 27 keywords, at an average
allowing you to see exactly what
position of five.
score you have.
45
sonystyle.co.uk
3%
46
shopzilla.co.uk
3%
47
cheap-lcd-tv.co.uk
3%
48
speakerpoint.co.uk
3%
49
televisions.crowdstorm.co.uk
3%
50
which.co.uk
3%
51
serversdirect.co.uk
3%
52
computerplanet.co.uk
3%
53
dabs.com
2%
54
tv.samsung.com
2%
55
cybermarket.co.uk
2%
56
viking-direct.co.uk
2%
57
misco.co.uk
2%
58
digitalcameras.shopcompare.eu
2%
59
cheap-television.com
2%
60
samsung.com
2%
Consider
Interestingly,
seasonal
Lowest-ipod-Prices
trends and
mini
bid on
campaigns,
just six of the
along
150with
analysed
your
Ad copy should be treated as a
selling
Despitepoint
considerable
– take advantage
offline by
incorporating
marketing activity,
and testing
Currys as
ranked
many
|
T: +44 (0)20 7253 7000
13
Paid search: ad copy analysis
The table below shows which ad creatives featured most
ad creative, also taking into account ad position, search term
frequently across the top 150 brown goods keywords in the
volume and Google’s ad rotation. In addition, we have analysed
Google paid search space during November 2009. Share of voice
how many unique creatives were present for each advertiser.
is based on the number of times Google displayed the individual
No. Domain
Ad creative
Unique
Share of
creatives voice
1
dixons.co.uk
TVs at Dixons
Free Delivery on All TVs at Dixons. Samsung,
LG, Panasonic and More.
www.Dixons.co.uk/Cheap-TVs
35
9%
2
ebay.co.uk
MP3 Players on eBay
Low price mp3 players & accessories Feed your
passion on eBay.co.uk!
www.ebay.co.uk/mp3
468
9%
3
lge.com
LG Seamless Entertainment
Feast your senses on the innovative design of
the full LG TV range
lge.com/uk
5
9%
4
johnlewis.com
Buy now from John Lewis
Free Delivery on the latest MP3 players at
John Lewis.
www.johnlewis.com/apple-ipod
65
8%
5
johnlewis.com
Laptops at John Lewis
Buy laptop computers online with 2 Year
Guarantee & Free Delivery
www.johnlewis.com/laptops
65
8%
6
Cheap Nano, Classic,Touch
We have the cheapest prices online. Buy
online. With free delivery.
www.lowest-ipod-prices.co.uk/iPods
5
8%
7
mp3players.lightinthebox.
com
Mp3 Players
All MP3 Types, Factory-Direct Price Quality
MP3s with 24/7 Support.
MP3Players.LightInTheBox.com
2
8%
Televisions Comparison
Compare 1146 cheap Televisions and find a
real low price!
moneysupermarket.com/shopping
80
iPod at The Apple Store
New iPod nano, iPod touch, iPod shuffle & iPod
classic. Ships free.
store.apple.com/uk/ipod
20
Buy Electronics at Amazon
Big Savings on Electronics & More! Free UK
Delivery on Amazon Orders
Amazon.co.uk/electronics
615
Buy Televisions
Buy Televisions Online. Save Online Great
Range & Great Prices at AOL.
Shopping.aol.co.uk/Television
112
Cheap l-pod
Nano, Classic, Touch, Shufle... New lpods in
stock! Order Now
www.pixmania.co.uk
102
Top Spec Computers.
Design your own computer and we'll build it
for you at bargain prices!
www.pcspecialist.co.uk
3
8
9
10
11
12
13
store.apple.com
amazon.co.uk
shopping.aol.co.uk
pixmania.co.uk
pcspecialist.co.uk
individual ad creative across all
brown goods keywords, achieving
9% share of voice. The ad creative
promoted Dixons’ free delivery
offer ‘on all TVs’.
Amazon and eBay featured
diverse ad campaigns, displaying
615 and 468 unique ad creatives
respectively, whilst LG featured
only five ad creatives in November.
Interestingly, Comet featured 647
7%
unique creatives, yet none ranked
in our individual ad creative league
7%
table because, it is likely, overall
visibility was dispersed.
6%
Of the top 15 ad creatives, five
6%
focused on TV's, four on MP3
players, three on ipods and one
6%
focused on laptops and computers
apiece. One ad creative was
5%
generic, which was displayed by
Amazon, stating: ‘buy electronics
14
amazon.co.uk
Sony Televisions - Sale
Buy Sony Televisions - On Sale, Buy Your Sony
Bravia TV & Save Now!
Amazon.co.uk
615
5%
15
littlewoods.com
Mp3 Players
Find The Perfect Gift Online. Now With Free
Delivery In Time For Xmas
www.littlewoods.com
278
4%
Dixons featured the most visible
from Amazon’.
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T: +44 (0)20 7253 7000
14
Paid search: cameras and camcorders
Monthly searches specifically for cameras and camcorders accounted
for more than 2.6 million searches in November. Here we assess which
advertisers were most visible for those keywords.
Amazon attained 58% visibility for
camera and camcorder products
in the paid search space. This was
No.
Advertiser
Share of voice
1
amazon.co.uk
58%
the 30 keywords analysed, at an
2
argos.co.uk
58%
average position of six.
3
sony.co.uk
46%
4
johnlewis.com
44%
5
tesco.com
38%
6
canon.co.uk
33%
7
camerabox.co.uk
28%
8
play.com
24%
9
23%
10
pixmania.co.uk
23%
11
ebay.co.uk
22%
12
comet.co.uk
21%
13
digitalcameras.shopcompare.eu
17%
14
shopping.aol.co.uk
17%
15
panasonic.co.uk
16%
16
sainsburys.co.uk
16%
17
littlewoods.com
12%
Of the top individual ad creatives,
18
samsung.com
11%
none were price-specific; instead,
19
buyspares.co.uk
8%
three advertisers focused on
20
warehouseexpress.com
7%
Argos also achieved 58% visibility
by bidding at a higher average ad
position of four. However, it bid
less often than Amazon.
Achieving 29% visibility, Argos
featured the most visible
individual ad creative, which
promoted ‘free delivery on orders
over £50’ for camera purchases.
the ‘range’ of camera products
available to consumers.
Which ad creatives were most visible for camera and camcorder searches?
No. Domain
Ad creative
Unique
creatives
Share of
voice
1
argos.co.uk
Big Camera Deals at Argos
Free Delivery on Orders Over £50 Enter Code
PFD at The Checkout!
www.Argos.co.uk/Digital_Cameras
64
29%
2
johnlewis.com
Buy Digital Cameras
Order a new digital camera online at John
Lewis with Free Delivery!
www.johnlewis.com/digital-cameras
16
22%
3
canon.co.uk
Canon Digital Cameras
Explore a great range of cameras from Canon.
Take more than pictures
www.canon.co.uk
34
19%
4
johnlewis.com
Digital Cameras Online
Visit John Lewis online today to see our new
digital camera range!
www.johnlewis.com/digital-cameras
16
18%
5
tesco.com
Digital Cameras at Tesco
Great Range & Savings on Cameras. Next Day
Delivery on Orders by 12pm
www.Tesco.com/Digital_Cameras
16
18%
achieved through bidding on all of
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T: +44 (0)20 7253 7000
15
Paid search: DVD players and recorders
Monthly searches specifically for DVD players and recorders accounted for
more than 1.5 million searches in November. Here we assess which advertisers
were most visible for those keywords.
Argos was the most visible
advertiser for DVD player and
recorder searches, attaining
No.
Advertiser
Share of voice
58% visibility. This was achieved
1
argos.co.uk
58%
through bidding on 28 keywords
2
ebay.co.uk
52%
analysed, at an average ad position
3
amazon.co.uk
51%
of four.
4
comet.co.uk
42%
5
sony.co.uk
40%
6
38%
7
sainsburys.co.uk
36%
8
very.co.uk
33%
9
maplin.co.uk
22%
10
greatuniversal.com
20%
11
wedodigital.co.uk
16%
12
marshallward.co.uk
14%
13
play.com
13%
14
ebuyer.com
10%
15
shop.philips.co.uk
10%
16
nextag.co.uk
9%
17
tlcbroadcast.co.uk
9%
18
willentrading.co.uk
9%
19
philips.com
9%
20
dvd-player.crowdstorm.co.uk
8%
eBay bid on more keywords (29),
but at a lower average ad position
of five, which is the reason for it
achieving slightly lower share of
voice: 52%.
Maplin displayed the most visible
attained 19% visibility. Its ad
copy was both price and product
specific, stating: ‘Was £199.99 Now
£129.99’ for a TV DVD product.
It is interesting to note that
Which ad creatives were most visible for DVD player and recorder searches?
No. Domain
Ad creative
Unique
creatives
Share of
voice
1
9" Portable TV DVD Sale
DVD With Digital TV & Swivel Screen Was
£199.99 Now £129.99 At Maplin!
www.Maplin.co.uk/Portable_DVD
5
19%
maplin.co.uk
208 and 149 unique ad creatives
respectively (not seen in this
table), whilst Maplin displayed
only five in November.
2
Cheapest DVD Players
Compare 231 cheap DVD Players and find a
real low price!
25
16%
3
wedodigital.co.uk
Portable DVD - 55% Off
Combined Digital TV DVD Player. 10 - 15"
Screens. From Just £169.
www.wedodigital.co.uk/Portable_DVD
4
14%
4
marshallward.co.uk
Dvd Players
Discover An Online Department Store Full Of
Big Brands At Marshall Ward
www.marshallward.co.uk
7
13%
5
sainsburys.co.uk
Cheap Portable Dvd Players
Great Deals on DVD, VCR, Blu-Ray Players.
Bargain Prices - Buy Now
www.Sainsburys.co.uk/Players
40
10%
Comet and Amazon featured
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T: +44 (0)20 7253 7000
16
Paid search: entertainment products
Monthly searches specifically for entertainment products accounted for more
than 7.5 million searches in November. Here we assess which advertisers
were most visible for those keywords.
Amazon attained 60% visibility for
entertainment products in the paid
search space. This was achieved
No.
Advertiser
Share of voice
through bidding on all of the 30
1
amazon.co.uk
60%
keywords analysed, at an average
2
ebay.co.uk
42%
ad position of six.
3
store.apple.com
37%
4
pixmania.co.uk
32%
5
johnlewis.com
31%
6
30%
7
21%
8
comet.co.uk
20%
9
argos.co.uk
20%
10
sony.co.uk
18%
11
16%
12
littlewoods.com
16%
13
very.co.uk
14%
14
bidfun.co.uk
12%
15
sainsburys.co.uk
12%
16
play.com
11%
17
iheadphones.co.uk
11%
18
pricerunner.co.uk
11%
19
headphoneworld.com
11%
eBay displayed the most visible
20
shopping.aol.co.uk
10%
By comparison, although eBay bid
on the same number of keywords
and at the same average ad
position as Amazon, it bid less
often; therefore, it achieved lower
visibility (42%) than Amazon.
Interestingly, Lowest-ipod-Prices
and LightintheBox displayed
just five and two ad creatives in
November respectively, whilst
eBay displayed 133.
attained 25% visibility. Its ad copy
Which ad creatives were most visible for entertainment product searches?
No. Domain
Ad creative
Unique
creatives
Share of
voice
1
ebay.co.uk
MP3 Players on eBay
Low price mp3 players & accessories Feed your
passion on eBay.co.uk!
www.ebay.co.uk/mp3
133
25%
2
johnlewis.com
Buy now from John Lewis
Free Delivery on the latest MP3 players at
John Lewis.
www.johnlewis.com/apple-ipod
6
23%
3
lowest-ipod-prices.
co.uk
Cheap Nano, Classic,Touch
We have the cheapest prices online. Buy online.
With free delivery.
www.lowest-ipod-prices.co.uk/iPods
5
22%
4
mp3players.
lightinthebox.com
Mp3 Players
FAll MP3 Types, Factory-Direct Price Quality
MP3s with 24/7 Support.
MP3Players.LightInTheBox.com
2
21%
5
store.apple.com
iPod at The Apple Store
New iPod nano, iPod touch, iPod shuffle & iPod
classic. Ships free.
store.apple.com/uk/ipod
15
18%
was focused on ‘MP3 players’,
which accounted for 1.2 million
searches in November.
|
T: +44 (0)20 7253 7000
17
Paid search: PC's and laptops
Monthly searches specifically for PC's and laptops accounted for more than
4.9 million searches in November. Here we assess which advertisers were
most visible for those keywords.
Dell attained 70% visibility for PC
and laptop searches in the paid
search space. This was achieved
No.
Advertiser
Share of voice
through bidding on 28 of the 30
1
dell.com
70%
keywords analysed, at an average
2
hp.com
41%
ad position of three.
3
johnlewis.com
39%
4
sony.co.uk
34%
5
pcspecialist.co.uk
33%
6
dinopc.com
27%
7
three.co.uk
25%
8
tesco.com
24%
9
comet.co.uk
20%
10
cube247.co.uk
18%
11
amazon.co.uk
15%
12
pcworld.co.uk
14%
13
play.com
12%
14
sonystyle.co.uk
12%
15
ebay.co.uk
11%
16
11%
17
serversdirect.co.uk
11%
18
computerplanet.co.uk
11%
19
dabs.com
10%
Dell’s top ad creative achieved
20
ebuyer.com
9%
only 15% share of voice, despite it
By contrast, although HP bid at the
same average ad position as Dell, it
bid on only 17 of the 30 keywords;
therefore, it achieved lower
visibility (41%).
JohnLewis displayed the most
visible individual ad creative,
which attained 33% visibility. Its
ad copy was focused on customer
care, stating: ‘2 Year Guarantee &
Free Delivery’.
being the most visible advertiser.
Which ad creatives were most visible for PC and laptop searches?
No. Domain
Ad creative
Unique
creatives
Share of
voice
1
Laptops at John Lewis
Buy laptop computers online with 2 Year
Guarantee & Free Delivery
www.johnlewis.com/laptops
11
33%
johnlewis.com
ad creatives (compared to
JohnLewis’ 11) across which, it is
likely, visibility was dispersed.
2
pcspecialist.co.uk
Top Spec Computers.
Design your own computer and we'll build it for
you at bargain prices!
www.pcspecialist.co.uk
3
22%
3
three.co.uk
Laptops From 3
Great Range of Laptops from £20pm Free
Internet For Everyone. Buy Now
www.three.co.uk/laptops
29
17%
4
dell.com
Wireless Desktops
Dell PCs With Intel Technology. Shop Now At
The Official Site.
www.Dell.com/uk
117
15%
5
hp.com
Laptops from HP
Choose from a great range of quality Laptops
from HP
www.hp.com/uk
38
13%
Its campaign featured 117 unique
|
T: +44 (0)20 7253 7000
18
Paid search: TV's
Monthly searches specifically for TV's accounted for more than 3.9 million
searches in November. Here we assess which advertisers were most visible
for those keywords.
Sony and Dixons attained 56%
visibility for TV's in the paid
search space. Both brands
No.
Advertiser
Share of voice
1
dixons.co.uk
56%
2
sony.co.uk
56%
3
lge.com
54%
4
40%
5
36%
6
panasonic.co.uk
35%
7
shopping.aol.co.uk
31%
8
amazon.co.uk
30%
9
sky.com
29%
10
comet.co.uk
28%
11
currys.co.uk
21%
12
tesco.com
19%
13
ebay.co.uk
16%
14
johnlewis.com
13%
15
cheap-lcd-tv.co.uk
13%
16
televisions.crowdstorm.co.uk
12%
17
tv.samsung.com
12%
18
shop.philips.co.uk
10%
19
cheap-television.com
10%
Dixons displayed the most visible
20
uk.lcdtvprices.net
9%
21 of the 30 keywords analysed, at
an average ad position of four.
By comparison, although LG bid
on more keywords; 30, at a higher
average ad position of two, it bid
less often; therefore, it achieved
slightly lower visibility (54%) than
Sony and Dixons.
Interestingly, AOLShopping and
LG displayed just 12 and five
unique ad creatives in November
respectively, whilst Amazon
displayed 92.
attained 44% visibility. The ad
Which ad creatives were most visible for TV searches?
No. Domain
Ad creative
Unique
creatives
Share of
voice
1
dixons.co.uk
TVs at Dixons
Free Delivery on All TVs at Dixons. Samsung,
LG, Panasonic and More.
www.Dixons.co.uk/Cheap-TVs
22
44%
2
lge.com
LG Seamless Entertainment
Feast your senses on the innovative design of
the full LG TV range
lge.com/uk
5
43%
3
Televisions Comparison
Compare 1146 cheap Televisions and find a real
low price!
15
33%
4
shopping.aol.co.uk
Buy Televisions
Buy Televisions Online. Save Online Great Range
& Great Prices at AOL.
Shopping.aol.co.uk/Television
12
28%
5
amazon.co.uk
Sony Televisions - Sale
Buy Sony Televisions - On Sale, Buy Your Sony
Bravia TV & Save Now!
Amazon.co.uk
92
23%
achieved this through bidding on
creative promoted Dixons’ 'free
delivery offer on all TVs’.
|
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19
Paid search bidding strategies
We have monitored Google closely to identify who was advertising in the
paid search space, and when they chose to advertise. The data has then been
broken down further to reveal advertising behaviour by individual days of
the week and times of the day.
Day parting strategy
Our research, through working with various brown goods retailers, has
found that most brown goods-related search queries are performed over
the weekend, particularly Sunday, with fewer searches on weekdays. But, did
advertisers reflect this day parting in their bidding strategies?
Ad count by day, over a 1-week period (chosen at random; week commencing 16th November)
Consumer search behaviour
30%
Play
Very
25%
Percentage of visibility
MoneySupermarket
20%
JohnLewis
eBay
15%
Sony
10%
AOLShopping
5%
Comet
Argos
0%
Mon 16th
Tues 17th
Wed 18th
Thurs 19th
Fri 20th
Sat 21st
Sun 22nd
Amazon
Advertisers appeared to implement
It is surprising to note that most
As per consumer search behaviour,
similar bidding strategies by
advertisers decreased bidding
all of the advertisers increased
increasing paid search activity from
dramatically on Wednesday.
bidding over the weekend.
Wednesday to Friday and bidding at
However, many underestimated the
a constant rate over the weekend.
importance of Sunday.
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20
Hourly parting strategy
Our research through working with brown goods retail clients has found
that there is a considerable peak in consumer search behaviour in the
evening between 8pm and midnight. Search behaviour remains relatively
low throughout the day, but starts to rise slightly from 12pm onwards. Did
advertisers consider these trends in their bidding strategies?
Ad count by hour over a 1-day period (day chosen at random; Friday 20th November)
Consumer search behaviour
Percentage of visibility
35%
Play
30%
Very
25%
MoneySupermarket
JohnLewis
20%
eBay
15%
AOLShopping
10%
Sony
Argos
5%
Comet
0%
Midnight - 4am
4am - 8am
8am - 12pm
12pm - 4pm
4pm - 8pm
8pm - midnight
Amazon
Many brown goods advertisers did
eBay’s bidding strategy best reflected
Interestingly, Sony and Very
not appear to recognise the increase
that of consumer search during
appeared to bid least during the
in consumer search activity between
the key periods between 12pm
evening and most between 4am and
8pm and midnight.
and midnight, although it bid most
12pm. This bidding strategy directly
between midnight and 4am.
opposed the consumer search trend.
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21
Integrated search
Which brands performed well overall?
If we look at the visibility achieved by websites in natural
of voice overall? Here we have taken the top websites/advertisers
search and the impression share gained by those websites as
across both mediums to give an indication of their integrated
advertisers in the paid search space, who obtained the most share
search performance.
80%
70%
amazon.co.uk
Natural search visibility
60%
50%
Strong natural
search visibility
Strong integrated
search visibility
Poor integrated
search visibility
Strong paid
search visibility
40%
kelkoo.co.uk
30%
wikipedia.org
pcworld.co.uk
currys.co.uk
20%
tesco.com
argos.co.uk
apple.com
savebuckets.co.uk
digitaldirect.co.uk
pixmania.co.uk
ebuyer.com
10%
comet.co.uk
johnlewis.com
play.com
dell.com
0%
0%
10%
sony.co.uk
ebay.co.uk
dixons.co.uk
20%
30%
40%
50%
60%
Paid search visibility
Amazon was the only brand to
Kelkoo was close to achieving
Sony achieved strong visibility in the
achieve strong integrated visibility,
strong visibility in natural search,
paid search space, but at the expense
as it attained considerable share of
attaining 33% share of voice.
of natural search.
voice in both natural and paid search.
However, it lacked visibility in the
paid search space.
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22
The most visible brown goods websites in both natural and paid search
No.
Website / advertiser
Natural search
Paid search
1
amazon.co.uk
61%
42%
2
argos.co.uk
20%
22%
3
17%
21%
4
sony.co.uk
3%
35%
5
tesco.com
20%
17%
6
johnlewis.com
5%
29%
7
kelkoo.co.uk
33%
0%
8
comet.co.uk
10%
23%
9
pixmania.co.uk
16%
15%
10
pcworld.co.uk
26%
3%
11
ebay.co.uk
2%
28%
12
wikipedia.org
30%
0%
13
currys.co.uk
23%
6%
14
apple.com
17%
4%
15
dell.com
2%
17%
search, but achieved 35% visibility
16
ebuyer.com
12%
6%
in paid search.
17
play.com
3%
12%
18
savebuckets.co.uk
14%
0%
19
dixons.co.uk
0%
14%
20
digitaldirect.co.uk
14%
0%
21
store.apple.com
0%
13%
only 14% integrated search
22
shopping.aol.co.uk
0%
13%
visibility, which is relatively low
23
laptopsdirect.co.uk
12%
0%
compared its direct competitors,
24
richersounds.com
11%
0%
25
lge.com
0%
11%
26
pricerunner.co.uk
6%
5%
27
ciao.co.uk
11%
0%
28
0%
11%
29
very.co.uk
0%
11%
Amazon achieved position one in
30
sainsburys.co.uk
0%
10%
31
hp.com
0%
10%
32
cnet.co.uk
10%
0%
33
panasonic.co.uk
0%
9%
34
littlewoods.com
0%
9%
35
9%
0%
36
jessops.com
9%
0%
37
0%
8%
38
iheadphones.co.uk
4%
4%
39
pcspecialist.co.uk
0%
8%
40
0%
8%
our integrated search league table
due to its relatively equal exposure
across both mediums.
Kelkoo achieved no visibility in the
paid search space, relying solely
on natural search, which saw it
achieve 33% visibility.
By comparison, Sony attained
just 3% share of voice in natural
Dixons ranked at position 19 in
our league table, as it achieved
for example, Argos and Comet,
who achieved 42% and 33%
visibility respectively.
|
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23
Natural search: improve your website's position
Certain factors can affect your position in natural search results.
The brown goods sector is notoriously competitive with competition up,
down and across the supply chain, which is partly aided by the ease with
Comprehensive ranking is based
on search engines being able to
which data and systems can be scraped, integrated, white-labelled and
access relevant content across
syndicated. This has resulted in a market where brands are competing with
your website.
their direct competitors and agents, as well as having all their affiliates in tow.
Consequently, rankings are difficult to achieve.
Characteristics of the leading sites
The leading sites excel in two key areas: content and link equity. That is, they
contain a depth and breadth of content and they build good, ethical links.
Content
Many of the leading sites contain rich content on all the topics that surround
Links play a significant role in
helping sites break through the
clutter and ascend rankings.
The best-performing sites have
the popular keywords and have made this content accessible to search
all invested heavily in their
engine spiders — enabling them to index and include it in their searchable
linking efforts.
systems. But while quality brown goods-related content is a foundation to
build on, it can only be part of the equation since it is readily available and
therefore used by a large number of sites. As such, the search engines need
a further differentiator to help them sort through the sheer volume of brown
goods-related sites available. That differentiator is link equity.
Link equity
Search engines use links as the primary way to determine the credibility
of websites because links from third-party websites are considered
similar to votes. And in the eyes of search engines these links encode a
considerable amount of latent and unbiased human judgement about the
quality of the linked-to website. This popularity-based indicator is exactly
what search engines need in order to cut through the noise of brand websites’
self-optimised content, and ascertain the true worth of a site. The top ranking
sites pursue these kinds of strategies aggressively and comprehensively at a
keyword level, hence their considerable success.
Your site
In order for your site to perform better, considerable investment should be
made into improving the quality, depth and breadth of content around the
keyword topics appraised here. You should ensure your site is accessible to
search engines. In addition, you should focus on developing linking strategies
around each product to rapidly and dramatically improve the quantity and
quality of links from third-party websites, and point to the relevant pages
within your own website.
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24
Paid search: improve your visibility and efficiency
Certain factors can affect your position in paid search. Attaining a low
cost-per-click and an affordable cost-per-sale has become a key challenge in
today’s marketplace.
Characteristics of the leading advertisers
From the data recorded, leading advertisers excel in two key areas: breadth
and depth of keywords and unique ad copy. Although we cannot draw exact
Consider seasonal trends and
mini campaigns, along with your
everyday keywords. Short spurts
of activity can help to drive up
your ROI.
conclusions on bidding strategy, it is possible that these leading advertisers
are also using a bid management tool of some type to assist in the budget and
ROI management of their campaign activity.
Ad copy should be treated as a
sales opportunity — take advantage
Keyword landscape
by incorporating and testing as
Your keyword landscape should mirror the products and services provided,
many ad copy versions as possible.
but also consider the customer search funnel (generic, branded and long
tail keywords), thus allowing you to be visible at all stages of the cycle.
Consumers are changing their search habits, with more utilising the long tail
and searching via product-specific terms.
Before jumping straight into a paid search campaign, our advice is to plan
out your keyword strategy. Consider it almost as a mind map of a customer’s
search journey, allowing you to consider every keyword permutation available
Google’s quality score is now
illustrated in the AdWords system,
allowing you to see exactly what
score you have.
to you as a brand.
Ad copy
Ad copy is seen as the ‘shop window’ opportunity in paid search and therefore
aligning the message with the keyword and differentiating yourself from your
competitors is imperative. As well as being seen as a sales opportunity, ad
copy is also a branding opportunity and therefore projecting an accurate and
positive message about your brand and products is essential.
Relevancy and quality/index score
Behind every score ‘relevancy’ is the key driver — your keywords, campaigns,
ad groups, ad copy and landing pages must all reflect your products and
services. When building a search strategy, ensure you create a campaign that
focuses on relevancy throughout; this will lead to a high score, thus assisting
in lowering your overall and individual cost-per-click.
Bid and campaign management
PPC needs to be managed effectively and to an optimal level. As campaigns
become larger and more complex they become difficult to manage. Bid and
campaign management technologies have become the only option in the face
of an increasingly competitive marketplace. Exploiting the long tail without
sacrificing quality for quantity is also a challenge, especially when managing
copy with pricing and specific products.
|
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25
Request a bespoke report
If you would like to know exactly what share of search traffic your company
is currently attracting, why not get in touch? We can show you the exact
size of your market based on the keywords that matter to you most and we
can measure how well you are capturing this market through your current
search activity.
Our sector reports are a great way to benchmark your company’s search
performance. They provide a solid foundation on which to plan future search
activity and help realign your search strategy.
Contact
Natalie Gyte | Research Manager
T: +44 (0)20 3326 6238 | E: [email protected]
Disclaimer:
The information provided in this report is for information only and should not be relied upon to enter
into any business transaction or to make any commercial decision. Whilst Greenlight has made
every effort to ensure the accuracy of this report, Greenlight cannot accept any liability for any error
or inaccuracy found within this document and no warranty is provided regarding its completeness
or its suitability for any purpose. The content of the report is the copyright of Greenlight Marketing
Limited. The reader may use and circulate the report within its own business organisation. However,
it is not permitted to exploit, distribute, sell or otherwise make use of the report for commercial gain.
It is permitted to reproduce extracts of the report for public interest, provided that the publisher
credits Greenlight as the source of the work.
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26
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T: +44 (0)20 7253 7000
T: (1) 212-835-1551
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E: [email protected]
About Greenlight
Greenlight is an award-winning full service search marketing agency that is
focused on delivering tailored and results-based programmes of organic SEO and
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Our paid search programmes have helped clients achieve as much as 200% more
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If you think your search engine marketing efforts could use some improvement or you
have any questions on this report, why not get in touch?
© Greenlight Marketing Ltd 2009

Brown goods sector report

Transcription

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