Entertainment RetailJanuary 2011

Transcription

Sector Report
January 2011
A 360˚ analysis of the most important search terms, trends and benchmarking
data for entertainment retailers. This report provides an exclusive snapshot of
the online search and social media market for your sector right now. From the
size of your potential audience to the top performing companies, it’s all here.
Product focus: CDs, DVDs, Blu-Ray DVDs and gaming consoles & games.
Issue 5
Entertainment Retail
The most visible websites and
advertisers in Google search
Entertainment Retail Sector Report , Issue 5, January 2011
Conten ts
2
Introduction
3
Total audience size
4
Keyword breakdown
5
Natural search: which websites were most visible in January?
7
Natural search: CDs
8
Natural search: DVDs
9
Natural search: Blu-Ray DVDs
10
Natural search: gaming consoles & games
11
Paid search: which advertisers were most visible in January?
13
Paid search: ad copy analysis
14
Paid search: CDs
15
Paid search: DVDs
16
Paid search: Blu-Ray DVDs
17
Paid search: gaming consoles & games
18
Paid search bidding strategies
20
Integrated search: which websites/advertisers performed well?
22
Social media: which brands interacted well?
23
Improving your website’s position and audience
26
About Greenlight
Introduction
Research shows that when people look to purchase entertainment products they go
to a search engine. More often than not they go to Google, the search engine used
for 90% of all UK searches. So when people searched on Google in January what
did they type and who were they most likely to see in their searches and hence buy
through or from?
This report answers those questions by profiling search behaviour in the
entertainment retail sector. It analyses which retailers and aggregators were the
most visible in both natural and paid search results (and thus had the greatest share
of consideration) when UK-based searchers went to Google in January to look for
and buy entertainment products. The report also assesses which brands interacted
well on social media networks.
This sector report is based on search volume data for January 2011.
How the report was created
We have used industry data to classify 3,000 of the most popular search terms that consumers use to find
entertainment products and totalled the number of times each one was used. This gave a comprehensive
overview of the size of audience and a profile of how Google users went about their searches in January.
For natural search, we 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 having that keyword-specific visibility.
For paid search, we monitored the advertisers appearing in the sponsored links for the top 120 of the 3,000
terms analysed. Data was retrieved from Google regularly on a daily basis during January to ensure a fair
assessment of the paid search space and to take into account the ad rotation system employed by Google.
This data was then collated and league tables of the most visible websites in both natural and paid search were
created for the entertainment retail sector.
For social media, we assessed the top 15 brands in natural and paid search, based on the number of followers
and the level of interaction on their official Facebook and Twitter accounts.
On the following pages you will find market view data for the entertainment retail industry as a whole, as well
as by segment: CDs, DVDs, Blu-Ray DVDs and gaming consoles & games.
Total audience size (2 million searches — January 2011)
July
Approximately how many searches were performed in January using terms
relating to CDs, DVDs, Blu-Ray DVDs and gaming consoles & games.
Over 2 million searches for
entertainment retail-related
We have considered every search term and aggregated the number of times
each one was used in November, December and January to give an indication
of the number of searches.
keywords were performed in
January. This was a decrease
since December 2010, when
more than 3 million searches
were made; however, compared
Total number of entertainment retail-related searches
with our previous sector
report (October 2010) search
3,500,000
November
3,000,000
December
2,500,000
2,000,000
January
volume increased by 800,000.
This was due to the fact that
post‑Christmas, people were
looking to buy entertainment
products in the sales.
1,500,000
1,000,000
The gaming consoles & games
500,000
subsector was the most popular,
0
in terms of overall searches,
500,,000
500
000
with queries totalling 1.8 million,
which accounted for 87% of all
entertainment retail searches.
10,000,000
Number of searches by type (January 2011)
1500000
15,000,000
2000000
Blu Ray DVDs
57,309 | 3%
DVDs
172,502 | 8%
CDs, as a subsector, saw a 3%
decrease in its overall share of
CDs
49,605 | 2%
the market, compared with our
2500000
20,000,000
October report.
Although online sales for gifts
decreased by 76% between
December 2010 and January 2011,
year-on-year sales increased by
23%,* which is an early indication
of positive growth in the UK retail
market in 2011.
*Source: IMRG/Capgemini,
Gaming consoles & games
1,817,562 | 87%
3
www.greenlightsearch.com
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The most visible websites and advertisers in Google search
Keyword breakdown
Which were the most queried terms across CDs, DVDs, Blu-Ray DVDs and
gaming consoles & games?
In entertainment retail, the
keyword ‘Xbox’ was searched
We initially analysed 3,000 keywords for this exercise, which cumulatively
totalled 2 million searches in January 2011. Here we looked at which individual
terms were most searched for and the trends of the top search term from each
segment displayed over previous 12 months.
for the greatest number of
occasions, with 450,000 queries.
This accounted for 21% of all
searches and, compared with
Keyword breakdown (January 2011)
October, the term’s share of the
Xbox
450,000 | 21%
total search volume in the sector
Other keywords
603,978 | 29%
increased by 8%.
In general, the majority of the
analysed keywords attracted
PS3
246,000 | 12%
Xbox 360 games
49,500 | 2%
Playstation 3
49,500 | 2%
higher search volumes during Q4
2010 and this was due to the fact
that entertainment retail products
Nintendo Wii
49,500 | 2%
Wii Fit
60,500 | 3%
PS3 games
60,500 | 3%
DVD
60,500 | 3%
Xbox 360
135,000 | 6%
are popular gifts, especially in the
festive season.
Wii
110,000 | 5%
Wii games
74,000 | 4%
Playstation
74,000 | 4%
PSP
74,000 | 4%
As one can see from the search
trends graph, searches for the top
Search trends of the main terms over the previous 12 months
keywords peaked in December,
800,000
except for ‘CD’.
700,000
600,000
500,000
400,000
300,000
Xbox
200,000
DVD
100,000
Blu Ray
CD
0
Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11
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Get in touch to discuss your site’s specific performance.
4
Entertainment
Retail Sector Report , Issue 5, January 2011
Natural
Search
Which sites were most visible in January?
Given that UK web users conducted 2 million searches for entertainment
retail products in January 2011, which brands were best positioned on
page one of Google natural search and therefore most likely to gain the
searcher’s 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 for those terms on page one of Google. These websites have been
scored in the league table below, which represents visibility to a total of
2 million searches in January.
Wikipedia achieved the highest
visibility (70%) for entertainment
retail keywords. It ranked at
position one on Google for 43
keywords, including the term
‘DVD’, which was searched for
60,500 times in January.
Amazon remained the most
The top 60 most visible entertainment websites in natural search
visible retailer in natural search,
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
wikipedia.org
1,462,824
634,154
70%
2
amazon.co.uk
1,341,336
755,642
64%
3
game.co.uk
1,195,315
901,663
57%
4
play.com
899,465
1,197,513
43%
5
argos.co.uk
655,083
1,441,895
31%
compared with October, when it
6
xbox.com
652,400
1,444,578
31%
featured at the same position for
7
playstation.com
596,486
1,500,492
28%
343 terms.
8
ign.com
286,640
1,810,338
14%
9
hmv.com
259,997
1,836,981
12%
AsdaEntertainment and PCWorld
10
nintendo.co.uk
258,881
1,838,097
12%
fell out of the top 10 and were
11
asda-entertainment.co.uk
221,677
1,875,301
11%
replaced by IGN and HMV, which
12
guardian.co.uk
218,273
1,878,705
10%
ranked at positions eight and
13
nintendo.com
193,021
1,903,957
9%
nine respectively.
14
pcworld.co.uk
191,637
1,905,341
9%
15
wii-consoles.co.uk
187,907
1,909,070
9%
16
gamespot.com
185,438
1,911,540
9%
17
blockbuster.co.uk
178,555
1,918,423
9%
18
gadgets4nowt.co.uk
123,000
1,973,978
6%
19
psu.com
107,714
1,989,264
5%
20
wii.com
102,555
1,994,423
5%
21
cdwow.com
101,963
1,995,015
5%
22
uk.net
100,929
1,996,049
5%
23
wiipreorder.co.uk
93,908
2,003,070
4%
24
lovefilm.com
91,681
2,005,297
4%
25
compareconsoleprices.co.uk
91,655
2,005,323
4%
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achieving 64% visibility overall.
However, although it ranked at
position one for more keywords
than any other website in January
(245) this was a marked decrease
Share:
The top 60 most visible entertainment websites in natural search (contd.)
No. Domain
Reached
volume
Missed
volume
Percentage
reached
26
blueunplugged.com
74,125
2,022,853
4%
new entrants, PSU (a gaming forum)
27
gamestock.co.uk
69,024
2,027,954
3%
and Wii.com, which achieved a 5%
28
dvd.co.uk
65,939
2,031,039
3%
share of voice apiece.
29
dixons.co.uk
64,859
2,032,119
3%
30
computerandvideogames.com
63,474
2,033,504
3%
Although remaining in third
31
wiifit.com
60,500
2,036,478
3%
position, Game’s share of voice
32
eurogamer.net
60,306
2,036,672
3%
increased by 10%, which was
33
pspeur.org
59,200
2,037,778
3%
consistent, with our previous
34
currys.co.uk
59,092
2,037,886
3%
report, when its visibility rose by
35
xbox360-offers.co.uk
58,682
2,038,296
3%
7%. It ranked at position one for
36
find-dvd.co.uk
56,938
2,040,040
3%
37
ebay.co.uk
54,174
2,042,804
3%
38
simplygames.com
46,662
2,050,316
2%
39
gamestation.co.uk
40,878
2,056,100
2%
40
blu-ray.com
40,494
2,056,484
2%
41
kelkoo.co.uk
38,252
2,058,726
2%
42
testfreaks.co.uk
35,327
2,061,651
2%
43
richersounds.com
32,200
2,064,778
2%
44
pre-order-ps3.co.uk
31,972
2,065,006
2%
45
savebuckets.co.uk
31,970
2,065,008
2%
46
twitter.com
31,505
2,065,473
2%
47
pricerunner.co.uk
28,788
2,068,190
1%
48
thehut.com
28,539
2,068,439
1%
49
imdb.com
25,845
2,071,133
1%
50
comet.co.uk
23,823
2,073,155
1%
51
gumtree.com
22,985
2,073,993
1%
52
xbox-scene.com
22,500
2,074,478
1%
53
microsoft.com
21,079
2,075,899
1%
54
consolesandgadgets.co.uk
20,800
2,076,178
1%
55
mymemory.co.uk
20,335
2,076,643
1%
56
cnet.com
19,562
2,077,416
1%
57
gameplay.co.uk
19,323
2,077,655
1%
58
xbox-bundles.com
19,076
2,077,902
1%
59
tescodvdrental.com
18,905
2,078,073
1%
60
blu-raydisc.com
18,870
2,078,108
1%
Share:
In the top 20, there were only two
31 terms but featured at position
six for ‘Xbox’ and ‘PS3’.
Xbox.com increased its visibility
by 8% and it ascended from
position seven to six.
By comparison, PCWorld lost 5%
visibility since October and thus it
fell from ninth place to position 14
in our league table.
6
Natural search: CDs
Searches for CDs accounted for more than 49,000 searches in January 2011.
How did those searches break down?
The most popular search terms,
‘CD’ and ‘CDs’, cumulatively
accounted for 54% of all searches.
Other keywords
13,155 | 27%
CD
14,800 | 30%
Websites which ranked high on
page one of Google for those
keywords achieved high visibility in
this subsector overall.
Classical CDs
390 | 1%
Buy CD
480 | 1%
Music CD
590 | 1%
Cheap CD
590 | 1%
New CDs
1,000 | 2%
Buy CDs
1,300 | 3%
Play.com achieved the highest
visibility in natural search (78%)
through ranking at position one
for 14 keywords, such as ‘buy CDs’
Music CDs
1,600 | 3%
and ‘new CDs’.
CDs
12,100 | 24%
Cheap CDs
3,600 | 7%
Amazon remained in second
place, achieving 68% visibility.
Interestingly, in January it only
Which websites were most visible for CD keywords?
featured at position one for
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
play.com
38,904
10,701
78%
October, when it ranked at the
2
amazon.co.uk
33,792
15,813
68%
same position for 132 terms.
3
hmv.com
31,999
17,606
65%
On closer examination, it fell to
4
wikipedia.org
31,843
17,762
64%
5
cdwow.com
31,272
18,333
63%
6
bangcd.com
18,094
31,512
36%
7
17,467
32,138
35%
8
101cd.com
9,797
39,808
20%
9
cds.co.uk
9,680
39,925
20%
10
richersounds.com
5,920
43,685
12%
11
eil.com
5,117
44,488
10%
12
drama.ac.uk
4,840
44,765
10%
By comparison, EIL.com lost
13
find-cd.co.uk
4,491
45,114
9%
12% visibility and dropped from
14
halfords.com
4,440
45,165
9%
seventh place to position 11 in our
15
cduniverse.com
3,600
46,005
7%
league table.
16
cdscheap.co.uk
3,292
46,313
7%
17
tescoentertainment.com
2,739
46,866
6%
18
mattscdsingles.com
2,691
46,914
5%
19
amazon.com
2,146
47,459
4%
20
cdcomparison.co.uk
2,109
47,496
4%
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59 keywords, compared with
position two for a vast number of
those keywords.
BangCD saw a 17% increase in
visibility and it ascended from
eighth position to sixth.
Share:
Natural search: DVDs
Searches for DVDs accounted for more than 172,000 searches in January 2011.
How did those searches break down?
In January, the term ‘DVD’
attained the greatest number
of searches (60,500), which
Other keywords
45,902 | 27%
DVD
60,500 | 35%
accounted for 35% of all searches
in the subsector.
For DVD-related keywords,
Cheap DVD
1,900 | 1%
Play.com achieved 80% visibility
Disney DVDs
2,400 | 1%
and ranked at position one for 19
BBC DVD
2,400 | 1%
keywords, including ‘DVDs’ and
New DVD
2,900 | 2%
Disney DVD
2,900 | 2%
New DVDs
3,600 | 2%
Cheap DVDs
8,100 | 5%
‘new DVDs’.
DVDs
14,800 | 9%
Amazon ranked at position one
DVD releases
27,100 | 16%
for more keywords (93), such as
title-specific DVDs: ‘Harry Potter
DVD’ and ‘Jungle Book DVD’ (both
searched 1,300 times in January).
Which websites were most visible for DVD keywords?
However, it achieved lower visibility
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
play.com
138,295
34,207
80%
2
amazon.co.uk
129,134
43,368
75%
3
blockbuster.co.uk
94,733
77,769
55%
Find-DVD ranked at position
4
wikipedia.org
83,584
88,918
48%
eight, having previously been
5
lovefilm.com
71,166
101,336
41%
6
hmv.com
70,883
101,619
41%
7
dvd.co.uk
63,550
108,952
37%
8
find-dvd.co.uk
55,946
116,556
32%
9
38,858
133,644
23%
10
tescodvdrental.com
18,847
153,655
11%
11
cdwow.com
15,936
156,566
9%
12
dvdcollections.co.uk
13,869
158,633
8%
13
best-dvd-price.co.uk
13,235
159,267
8%
14
futuremovies.co.uk
12,658
159,844
7%
15
optimumreleasing.com
10,840
161,662
6%
16
imdb.com
10,721
161,781
6%
17
bbcshop.com
10,227
162,275
6%
18
dvdbargainalerts.co.uk
10,082
162,420
6%
19
thehut.com
9,993
162,509
6%
20
sendit.com
9,869
162,633
6%
Share:
for the high volume keywords,
compared with Play.com.
at position 13, as its visibility
increased by 24%.
8
Natural search: Blu-Ray DVDs
Searches for Blu-Ray DVDs accounted for more than 57,000 searches in
January 2011. How did those searches break down?
The keyword ‘Blu Ray’ was
searched for 33,100 times, which
represented 58% of all Blu-Ray
Other keywords
10,549 | 18%
DVD searches. Compared with
October, this was a considerable
Blu Ray DVDs
720 | 1%
Lord of the Rings Blu Ray
880 | 2%
increase in the overall share of the
search market as the term was only
Finding Nemo Blu Ray
880 | 2%
Disney Blu Ray
880 | 2%
searched for 9,900 times, which
Best Blu Ray
1,000 | 2%
accounted for 29% of all searches.
Blu Ray movies
1,600 | 3%
Blu Ray
33,100 | 58%
Blu Ray DVD
1,900 | 3%
Amazon attained the highest
visibility (77%) for Blu-Ray
Cheap Blu Ray
2,900 | 5%
DVD-related searches. It ranked
Blue Ray
2,900 | 5%
at position one for 24 keywords
and once again this included
title-specific keywords, such as
‘Finding Nemo Blu Ray’ and ‘Star
Which websites were most visible for Blu-Ray DVD keywords?
Trek Blu Ray’ (of which the latter
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
amazon.co.uk
44,413
12,896
77%
2
wikipedia.org
40,767
16,542
71%
3
blu-ray.com
40,447
16,862
71%
4
play.com
38,438
18,871
67%
5
richersounds.com
24,872
32,437
43%
6
blu-raydisc.com
18,870
38,439
33%
7
highdefdigest.com
18,192
39,117
32%
8
cdwow.com
15,816
41,493
28%
9
samsung.com
13,240
44,069
23%
10
cheapbluraymovies.co.uk
8,192
49,117
14%
By comparison, HMV lost 27%
11
zavvi.com
7,437
49,872
13%
visibility and thus it dropped from
12
hmv.com
6,819
50,490
12%
position five to 12.
13
lovefilm.com
5,677
51,632
10%
14
mymemory.co.uk
5,303
52,006
9%
Samsung achieved 23% visibility
15
thehut.com
4,951
52,358
9%
and it entered our league table at
16
4,696
52,612
8%
17
moneysavingexpert.com
3,240
54,069
6%
18
whathifi.com
3,064
54,244
5%
19
bluray-expert.co.uk
2,925
54,384
5%
20
which.co.uk
2,902
54,407
5%
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was searched for 480 times
in January).
Blu-Ray.com ranked at position
one for six of the keywords
analysed. It achieved a 71% share
of voice, which was a 9% increase
since our last report.
position nine, having not featured
in our top 20 websites in October.
Share:
Natural search: gaming consoles & games
Searches for gaming consoles & games accounted for more than 1.8 million
searches in January 2011. How did those searches break down?
The term ‘Xbox’ totalled 450,000
searches, which accounted for
Other keywords
385,062 | 21%
25% of all searches performed for
Xbox
450,000 | 25%
gaming consoles & games online.
Wikipedia achieved 72% visibility
Xbox 360 games
49,500 | 3%
and thus it ranked at the top of
our league table.
Playstation 3
49,500 | 3%
Nintendo Wii
49,500 | 3%
Wii Fit
60,500 | 3%
Game was the most visible
PS3
246,000 | 14%
retailer, achieving 66% visibility,
PS3 games
60,500 | 3%
which was an 8% increase since
Wii games
74,000 | 4%
October. It ranked at position one
PSP
74,000 | 4%
Playstation
74,000 | 4%
Wii
110,000 | 6%
Xbox 360
135,000 | 7%
for 31 keywords, including the
high volume terms: ‘PS3 game’
and ‘Wii game’.
Which websites were most visible for gaming consoles & games keywords?
Amazon, by contrast, increased
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
wikipedia.org
1,306,630
510,932
72%
replaced by Game in second
2
game.co.uk
1,194,960
622,602
66%
place. It ranked at position one
3
amazon.co.uk
1,133,998
683,564
62%
for 70 keywords, having featured
4
play.com
683,828
1,133,734
38%
at the same position for 86 terms
5
argos.co.uk
653,240
1,164,322
36%
6
xbox.com
652,371
1,165,191
36%
7
playstation.com
596,486
1,221,076
33%
8
ign.com
285,565
1,531,997
16%
9
nintendo.co.uk
258,881
1,558,681
14%
10
guardian.co.uk
214,529
1,603,033
12%
11
nintendo.com
193,021
1,624,541
11%
12
pcworld.co.uk
191,518
1,626,044
11%
Conversely, PCWorld dropped out
13
wii-consoles.co.uk
187,907
1,629,654
10%
of the top 10 (from position eight
14
gamespot.com
185,438
1,632,124
10%
to 12) as it lost 7% visibility.
15
160,656
1,656,906
9%
16
hmv.com
150,296
1,667,266
8%
17
gadgets4nowt.co.uk
123,000
1,694,562
7%
18
psu.com
107,714
1,709,848
6%
19
wii.com
102,555
1,715,007
6%
20
uk.net
100,929
1,716,633
6%
Share:
its visibility by 3%, yet it was
in October.
IGN saw its visibility increase
by 1%, hence it ascended from
position 11 to eighth.
10
Entertainment
Retail Sector Report , Issue 5, January 2011
Paid
Search
Which advertisers were most visible in January?
We have conducted a detailed level of monitoring and analysis to determine
which advertisers appeared most prominently in the paid search space. An
advertiser’s share of voice is based on: how often it was present in Google, which
ad position it bid for and the associated search volume for the keywords it bid on.
These advertisers have been scored in the league table below, which represents
visibility across the top 120 keywords in January 2011.
The top 60 most visible entertainment retail advertisers in paid search
Amazon was the most visible
advertiser in January, attaining
a 90% share of voice. Of the top
advertisers, it bid on the greatest
number of keywords analysed
(117), at an average ad position
of two. In our previous sector
No.
Advertiser
Share of voice
1
amazon.co.uk
90%
2
argos.co.uk
59%
3
play.com
53%
4
moneysupermarket.com
33%
5
hmv.com
27%
6
game.co.uk
27%
7
deals.ebay.co.uk
25%
8
littlewoods.com
20%
9
best-price.com
19%
10
johnlewis.com
19%
gap between first and second
11
carphonewarehouse.com
15%
place. In comparison to Amazon,
12
13%
Argos bid on 44 keywords, at an
13
11%
average ad position of four.
14
flutteroo.co.uk
10%
15
zavvi.com
9%
There was one new entrant into
16
uk.playstation.com
8%
the top 10, Best-Price, which had
17
thehut.com
8%
not previously featured in our
18
xboxkinectstock.com
7%
top 60 advertisers. It entered
19
budgetconsoles.co.uk
5%
in ninth position and achieved
20
madbid.com
5%
21
phones4u.co.uk
5%
22
very.co.uk
5%
23
ask.com
5%
24
dvd.co.uk
4%
25
boots.com
4%
26
xbox360monster.com
4%
27
empirestores.co.uk
4%
28
nintendo.co.uk
3%
report, it only achieved 58%
visibility through appearing for
11
|
T: +44 (0)20 7253 7000
118 keywords, at an average ad
position of four, which indicates
the advantage of bidding on
keywords at a high ad position.
Argos ranked at position two yet
it only achieved a 59% share of
voice, thus there was a massive
19% visibility by bidding on
position of eight.
Share:
The top 60 most visible entertainment retail advertisers in paid search (contd.)
No.
Advertiser
Share of voice
29
gamestation.co.uk
3%
30
sdcd.com
3%
31
bidfun.co.uk
3%
32
pricerunner.co.uk
3%
33
bidson.com
3%
34
nintendo-ds.gadget-bm.com
3%
35
booksprice.co.uk
3%
position five to 12), since our
36
price2price.com
3%
previous report. In October,
37
for-christmas.com
3%
it bid on 54 keywords, at an
38
gamesmerchant.co.uk
2%
average ad position of three,
39
ebay.co.uk
2%
whereas in January it appeared
40
direct.asda.com
2%
for 50 keywords, at an average ad
41
mobiles.co.uk
2%
position of four.
42
oxfam.org.uk
2%
43
supaprice.co.uk
2%
It is interesting to note that
44
gopspgo.co.uk
2%
although Game bid on 24 of the
45
bee.com
2%
46
kelkoo.co.uk
2%
47
bluecoot.com
2%
48
dialaphone.co.uk
2%
49
sky.com
2%
50
additionsdirect.co.uk
2%
51
nintendo-wii.gadget-bm.com
2%
52
totalpda.co.uk
1%
53
gameplay.co.uk
1%
54
panasonic.co.uk
1%
55
uk.best-price.com
1%
56
laughingdeals.com
1%
57
pricedumper.co.uk
1%
58
wiiaccessories.miniinthebox.com
1%
59
blockbuster.co.uk
1%
60
disneystore.co.uk
1%
Share:
Play.com saw a marked increase in
visibility (33%), hence it moved up
from seventh position to third.
TescoEntertainment lost 14%
visibility and dropped out of
the top 10 (descending from
keywords analysed, it still attained
a 27% share of voice. This may
be attributed to the fact that it
appeared frequently for the high
volume driving terms.
12
Paid search: ad copy analysis
The table below shows which ad creatives featured most frequently
across the top 120 entertainment retail keywords in the Google
paid search space during January 2011. Share of voice is based on
the number of times Google displayed the ad creative, also taking
into account ad position, search term volume and Google’s ad
rotation. In addition, we have analysed how many unique creatives
were present for each advertiser.
No. Domain
Ad creative
Unique
Share of
creatives voice
1
X-boxes at Amazon.co.uk
Low prices on x-boxes.
Free UK Delivery on Amazon Orders
www.amazon.co.uk
373
Xbox at Play.com
www.Play.com/Xbox
236
Buy X Box 360 Console
X Box 360 Console up to 43% off: Check great
offers & save big now!
best-price.com/X Box 360 Console
27
Video Game Consoles
Prices From Just £159.99.
Compare the Latest Offers Now!
Moneysupermarket.com/Microsoft
98
Free PS3 with Deal
Choose a Contract Phone from £20/m & Get a
Free PlayStation 3!
CarphoneWarehouse.com/Free_PS3
9
PS3 Console at Amazon
Low prices on PS3 console.
www.amazon.co.uk
373
PS3 at Play.com
www.Play.com/PS3
236
Buy Playstation 3 Online
Order the PS3 Slim online & get Free Delivery
from John Lewis.
www.johnlewis.com/playstation-3
14
PS3 Slim - From £249.99
250Gb PS3 Slim 2 new games.
Free UK Delivery. Only £289.99!
www.game.co.uk/PS3
36
Xbox 360 at Argos
Wide Range of Xbox 360
Find it at Argos this Christmas
www.Argos.co.uk/Xbox-360-Console
212
Kinect Xbox360 250GB £269
New Slim Xbox360, Kinect Sensor & Kinect
Adventures for only £269
XboxKinectStock.com
3
2
3
4
5
6
7
8
9
10
11
amazon.co.uk
play.com
best-price.com
amazon.co.uk
play.com
johnlewis.com
game.co.uk
argos.co.uk
xboxkinectstock.com
24%
featured the most visible ad
21%
18%
Xboxes; however, whilst it stated
that it had ‘low prices’ for this
15%
product, Amazon did not display a
specific price.
12%
Amazon and Play.com featured a
12%
high number of unique ad creatives,
displaying 376 and 236 adverts
11%
respectively yet XboxKinectStock
featured just three.
10%
As the top three keywords
10%
6%
ad creatives advertised one of
those three products. Many of
6%
the advertisers stated prices and
other unique selling points, such
Shop at Moneysupermarket.
Compare XBOX prices.
Moneysupermarket compares instantly
www.moneysupermarket.com/shopping
98
6%
13
amazon.co.uk
Xboz 360 at Amazon.co.uk
Low prices on xbox 360.
www.amazon.co.uk
373
6%
14
argos.co.uk
Xbox 360 at Argos
Wide Range of Xbox 360 Check, Reserve &
Collect for Free
www.Argos.co.uk/Xbox-360-Console
212
5%
15
deals.ebay.co.uk
PS3: Console on eBay
£249.99 Buy your gift now!
Only on eBay Daily Deals
deals.ebay.co.uk
177
5%
|
were ‘Xbox’, ‘PS3’ and ‘Xbox
360’, nearly all of the top 15
creative in January, which
advertised ‘free UK delivery’ for
12
13
Achieving 24% visibility, Amazon
T: +44 (0)20 7253 7000
as game bundles.
Share:
Paid search: CDs
Searches specifically for CDs accounted for more than 49,000 searches in
January. Here we assess which advertisers were most visible for those keywords.
Consistent with our previous
report, Amazon achieved a
dominant 95% share of voice
No.
Advertiser
Share of voice
1
amazon.co.uk
95%
2
hmv.com
83%
3
82%
4
play.com
79%
5
44%
6
kelkoo.co.uk
27%
7
ask.com
20%
8
oxfam.org.uk
15%
9
ebay.co.uk
14%
analysed but at a lower average ad
10
navyfederal.org
10%
position of three.
11
boots.com
9%
12
uk.best-price.com
8%
AsdaEntertainment, which had not
13
deals.ebay.co.uk
8%
previously featured in our October
14
cduniverse.com
8%
report, entered our league table in
15
supaprice.co.uk
6%
third position, with an 82% share
16
cvbmedia.co.uk
5%
17
best-price.com
5%
18
sdcd.com
4%
19
pricedumper.co.uk
4%
20
gumtree.com
4%
though bidding on 30 keywords, at
an average ad position of two.
HMV remained at position two in
our league table yet, compared with
October, it achieved a notable 15%
increase in visibility. Like Amazon,
it bid on all 30 of the keywords
of voice. Although it bid on 30
keywords at an average ad position
of three (the same as HMV), it
did not appear as often in the paid
search space.
Which ad creatives were most visible for CD keywords?
eBay lost the greatest share of voice
No. Domain
Ad creative
Unique
Share of
creatives voice
1
play.com
CDs at Play.com
Buy CDs from £6.99
Free Delivery on Everything!
www.Play.com/CDs
84
36%
2
amazon.co.uk
CD's at Amazon
Best Selling CDs from £8.99
www.amazon.co.uk/music
81
35%
Low Price CDs at ASDA
Low Prices & Free Delivery On All ASDA
Entertainment. Save Online!
ASDA-Entertainment.co.uk/CDs
6
Buy Music CDs at Tesco
Choose from a Wide Selection of CDs
Free Delivery & 2X Clubcard Points.
www.tescoentertainment.com
9
Low Price CDs at ASDA
Low Prices & Free Delivery On All ASDA
Entertainment. Save Online!
ASDA-Entertainment.co.uk/CDs
6
3
4
5
Share:
(13%) and it dropped from fifth
position to ninth in our league table.
Play.com featured the most visible
ad creative, which achieved 36%
29%
visibility. Its ad creative displayed
a specific price and it offered ‘free
25%
delivery on everything’ to incentivise
customers to purchase other
22%
products from the website.
14
Paid search: DVDs
Searches specifically for DVDs accounted for more than 172,000 searches in
January. Here we assess which advertisers were most visible for those keywords.
HMV and Amazon both achieved
87% visibility and featured at
the top of our league table. Both
No.
Advertiser
Share of voice
1
hmv.com
87%
2
amazon.co.uk
87%
3
59%
4
dvd.co.uk
43%
5
play.com
42%
6
41%
7
zavvi.com
35%
8
boots.com
34%
9
deals.ebay.co.uk
30%
HMV saw the greatest increase in
10
sdcd.com
28%
visibility in January (60%), thus it
11
booksprice.co.uk
26%
moved up from ninth position.
12
littlewoods.com
16%
13
oxfam.org.uk
13%
eBay, which had previously
14
ask.com
12%
ranked in seventh position, lost a
15
disneystore.co.uk
11%
25% share of voice and therefore
16
supaprice.co.uk
9%
17
bee.com
9%
18
url.org
7%
19
for-christmas.com
6%
20
ebay.co.uk
5%
advertisers bid at an average ad
position of three yet Amazon bid
on 29 keywords (compared to
HMV’s 27) and it appeared more
often. However, HMV achieved a
greater share of voice for the high
volume driving terms.
it dropped to position 20 in our
league table.
TescoEntertainment featured
the most visible ad creative,
which attained 34% visibility. It
Which ad creatives were most visible for DVD keywords?
advertised ‘1000’s of titles at low
No. Domain
Ad creative
Unique
Share of
creatives voice
1
DVDs at Tesco.com
1000s of Titles at Low Tesco Prices
11
34%
amazon.co.uk
DVDs at Amazon.co.uk
Over 10,000 DVDs under £10
Amazon.co.uk/Blu-ray
114
30%
3
sdcd.com
Super D
Wholesaler with the world's largest selection of
cds, dvds & blu-rays!
www.sdcd.com
4
28%
4
DVDs at ASDA
Buy The Latest DVDs At ASDA.
Plus Free Delivery! Buy Online.
ASDA-entertainment.co.uk/DVD
14
28%
5
hmv.com
DVD's at hmv.com
DVD's - Get The Latest Releases At Great Prices
Free UK Delivery!
hmv.com/DVD
83
25%
|
as double club card points for
online purchases.
2
15
cost prices’, ‘free delivery’ as well
T: +44 (0)20 7253 7000
Share:
Paid search: Blu-Ray DVDs
Searches specifically for Blu-Ray DVDs accounted for more than 57,000
searches in January. Here we assess which advertisers were most visible for
those keywords.
Amazon was the most visible
advertiser as it achieved 95%
visibility through bidding on
No.
Advertiser
Share of voice
1
amazon.co.uk
95%
2
hmv.com
80%
3
56%
4
sky.com
52%
5
panasonic.co.uk
46%
6
play.com
44%
7
laskys.com
30%
8
deals.ebay.co.uk
28%
9
blu-ray-dvd-player.crowdstorm.co.uk
23%
position of three, having bid on all
10
blockbuster.co.uk
19%
30 keywords (at position two) in
11
maplin.co.uk
16%
our last report.
12
dvdfab.net
14%
13
13%
Since October, TescoEntertainment
14
zavvi.com
9%
saw a 38% increase in visibility
15
supaprice.co.uk
9%
and it moved up the rankings from
16
willentrading.co.uk
9%
17
ask.com
8%
18
6%
19
pricedumper.co.uk
6%
20
thehut.com
5%
position of two.
Ranking in second place, HMV
achieved an 80% share of voice.
This was a 16% increase since
October, despite the fact that it bid
on 28 keywords, at an average ad
position 10 to three.
By comparison, Panasonic, which
had previously been the most
visible advertiser, lost a substantial
share of voice (39%) and hence it
Which ad creatives were most visible for Blu-Ray DVD keywords?
fell to fifth position.
No. Domain
Ad creative
Unique
Share of
creatives voice
1
Sky HD Official Site
Up to 50 HD Channels with Sky HD.
Get a Free Sky HD box. Learn how.
www.sky.com
6
Bluray DVDs at Tesco
Choose from a Wide Range of Titles
9
Panasonic Bluray Recorder
Free Your HD. Save & Record Your HD Memories
For Ever. More Here
www.panasonic.co.uk/freeyourhd
3
blu Ray' at Amazon
Big Savings on 'blu ray'
www.Amazon.co.uk/tv
79
Blu-ray at Play.com
www.Play.com/Blu-ray
20
2
3
4
5
sky.com
panasonic.co.uk
amazon.co.uk
play.com
Share:
51%
Sky entered our league table in
fourth position, having not featured
49%
in our top advertisers in October.
It achieved a 52% share of voice
43%
through bidding on 21 keywords, at
an average ad position of three.
36%
In addition, Sky also displayed the
26%
most visible ad creative, which
achieved 51% visibility.
16
Paid search: gaming consoles & games
Searches specifically for gaming consoles & games accounted for more than
1 million searches in January. Here we assess which advertisers were most
visible for those keywords.
Amazon attained a dominant
90% visibility, which was a 40%
increase since October. It bid
No.
Advertiser
Share of voice
1
amazon.co.uk
90%
2
argos.co.uk
72%
3
play.com
53%
4
40%
5
game.co.uk
33%
6
deals.ebay.co.uk
26%
7
johnlewis.com
23%
8
best-price.com
22%
9
littlewoods.com
22%
15. It achieved a 42% increase in
10
18%
visibility through bidding on all
11
hmv.com
14%
12
flutteroo.co.uk
12%
position of six. This is a notable
13
uk.playstation.com
10%
difference to October, when it
14
thehut.com
9%
only bid on 17 keywords, at an
15
xboxkinectstock.com
9%
average ad position of seven.
16
7%
17
zavvi.com
7%
18
6%
19
madbid.com
6%
20
phones4u.co.uk
6%
on all 30 keywords analysed,
at an average ad position of
three, having bid on 29 terms, at
position six in our last report.
Play.com ranked in third place
in our league table, having
previously featured at position
There was a lot of movement in
our paid search league table for
the gaming consoles & games
subsector. Several brands, such as
Very, Dibbing and ChoicesUK did
Which ad creatives were most visible for gaming consoles & games keywords?
No. Domain
Ad creative
Unique
Share of
creatives voice
1
amazon.co.uk
X-boxes at Amazon.co.uk
Low prices on x-boxes.
www.amazon.co.uk
110
29%
2
play.com
Xbox at Play.com
www.Play.com/Xbox
64
25%
Buy X Box 360 Console
X Box 360 Console up to 43% off: Check great
offers & save big now!
best-price.com/X Box 360 Console
5
Video Game Consoles
Prices From Just £159.99.
Compare the Latest Offers Now!
Moneysupermarket.com/Microsoft
84
Free PS3 with Deal
Choose a Contract Phone from £20/m & Get a
Free PlayStation 3!
CarphoneWarehouse.com/Free_PS3
9
3
4
5
best-price.com
17
not feature in our league table,
having all ranked in our top 10
in October.
Achieving a 29% share of voice,
Amazon displayed the most
|
22%
visible individual ad creative,
which promoted Xboxes and
18%
featured its complimentary free
delivery service to UK customers.
T: +44 (0)20 7253 7000
15%
Share:
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. Our analysis tracks
visibility of advertisers, in terms of bidding frequency, average ad position
and keywords bid on, rather than assessing other performance indicators,
such as sales and cost per acquisition. The data has then been broken down
further to reveal advertising behaviour by individual days of the week and
times of the day.
Day parting strategy
Our research, through working with various retail clients, established that
most entertainment retail-related search queries are performed over the
weekend, especially Sunday, with fewer searches made on weekdays. But did
advertisers reflect this day parting in its bidding strategies?
Ad count by day, over a 1-week period (chosen at random; week commencing 10th January)
Consumer search behaviour
Zavvi
30%
Kelkoo
25%
Best-Price
20%
Deals.eBay
TescoEntertainment
15%
AsdaEntertainment
10%
eBay
HMV
5%
Play.com
0%
Mon 10th
Share:
Tue 11th
Wed 12th
Thu 13th
Fri 14th
Sat 15th
Sun 16th
Amazon
It appeared that several brands,
Deals.eBay best reflected the
By contrast, eBay seemed to attain
such as Amazon and Zavvi, attained
consumer search trend, albeit
high visibility on Monday, which
a similar percentage of visibility
slightly, at the weekend; however,
gradually decreased throughout
throughout the week, thus not
it attained low visibility on Monday
the week, which conflicted with the
emulating the gradual rise in search
and Tuesday, hence it missed out on
consumer search trend.
activity from Monday to Sunday.
vital search visibility on those days.
18
Hourly parting strategy
Our research found that there is a considerable peak in consumer search
behaviour in the evening between 8pm and midnight. Search behaviour remains
relatively low throughout the day but starts to increase slightly from 12pm
onwards. Did advertisers consider these trends in their bidding strategies?
Ad count by hour, over a 1-day period (day chosen at random; Tuesday 11th January)
Consumer search behaviour
25%
Game
Zavvi
20%
Kelkoo
AsdaEntertainment
15%
Argos
10%
TescoEntertainment
eBay
5%
Play
HMV
0%
Midnight - 4am
4am - 8am
8am - 12pm
12pm - 4pm
4pm - 8pm
Amazon
Many advertisers attained high
eBay replicated the consumer search
AsdaEntertainment achieved high
visibility between midnight and 8am
behaviour the best as it achieved low
visibility between 8am and 12pm, when
and achieved a lower rate of visibility for
visibility overnight, which subsequently
search activity was reasonably low.
the rest of the day, thus underestimating
increased throughout the day, peaking
From that period onwards its visibility
consumer search behaviour during the
between 8pm and midnight.
drastically decreased, contrasting
crucial evening period.
19
8pm - Midnight
consumer search behaviour.
|
T: +44 (0)20 7253 7000
Share:
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 greatest 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%
wikipedia.org
Strong natural
search visibility
Strong integrated
search visibility
amazon.co.uk
60%
Natural search visibility
game.co.uk
50%
play.com
40%
argos.co.uk
xbox.com
30%
playstation.com
Poor integrated
search visibility
20%
Strong paid
search visibility
ign.com
10%
0%
nintendo.co.uk
hmv.com
guardian.co.uk
flutteroo.co.uk
0%
best-price.com
johnlewis.com
littlewoods.com
deals.ebay.co.uk
20%
40%
60%
80%
100%
Paid search visibility
Both Amazon and Play.com
Game achieved notable visibility in
Apart from Amazon and Play.com,
achieved strong integrated visibility
natural search (57%); however, it
Argos achieved strong visibility for
yet Amazon achieved a considerably
lacked visibility in paid search.
paid search, having almost doubled
greater share of voice in paid search.
its share of voice compared with our
October report.
Share:
20
The most visible entertainment retail websites in both natural and paid search
No.
Website / advertiser
Natural search
Paid search
Amazon featured at position one
1
amazon.co.uk
64%
90%
in our integrated search league
2
play.com
43%
53%
table, having achieved sizable
3
argos.co.uk
31%
59%
visibility in the paid search space
4
game.co.uk
57%
27%
5
wikipedia.org
70%
0%
6
hmv.com
12%
27%
7
0%
33%
8
xbox.com
31%
1%
9
playstation.com
28%
0%
10
deals.ebay.co.uk
0%
25%
By comparison, although Game
11
11%
11%
also saw its paid search visibility
12
littlewoods.com
0%
20%
increase by 32%, its natural search
13
best-price.com
0%
19%
14
johnlewis.com
0%
19%
15
nintendo.co.uk
12%
3%
16
0%
15%
17
ign.com
14%
0%
18
0%
13%
MoneySupermarket ranked in
19
guardian.co.uk
10%
0%
seventh place, having previously
20
flutteroo.co.uk
0%
10%
featured at position 12. Although
21
zavvi.com
1%
9%
it did not achieve any visibility
22
blockbuster.co.uk
9%
1%
in natural search, its paid search
23
nintendo.com
9%
0%
24
pcworld.co.uk
9%
0%
25
thehut.com
1%
8%
26
wii-consoles.co.uk
9%
0%
27
gamespot.com
9%
0%
28
uk.playstation.com
0%
8%
for natural and paid search,
29
dvd.co.uk
3%
4%
respectively. However, in January,
30
xboxkinectstock.com
0%
7%
it descended to position 39 as it
31
gadgets4nowt.co.uk
6%
0%
achieved the same percentage
32
0%
5%
33
psu.com
5%
0%
34
madbid.com
0%
5%
35
gamestation.co.uk
2%
3%
36
wii.com
5%
0%
37
phones4u.co.uk
0%
5%
38
cdwow.com
5%
0%
39
very.co.uk
0%
5%
40
ebay.co.uk
3%
2%
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in particular. Since October, its
share of voice in natural search
has remained the same yet its paid
search visibility increased by 32%.
visibility decreased by 4%, hence
it remained in second position in
our league table.
visibility increased by 16%.
In October, Very ranked at position
13, achieving 5% and 19% visibility
of visibility in natural search yet
only attained 5% visibility for
paid search.
Share:
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 user interaction with brands, we have monitored the
Facebook and Twitter accounts of the top 15 brands in our integrated league
table (see page 21) 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 January.
PlayStation once again ranked at
the top of our league table due to
its global audience reach. It had
close to 12 million followers on the
social media networks Facebook
and Twitter. This was almost double
the number of followers it had in
comparison to October.
PlayStation’s rival, Xbox, ranked at
position two, with more than 8 million
followers. It is interesting to note that
PlayStation interacted more with
consumers on its social media pages,
No.
Brand
SMPI
Posts
Tweets
per month per month
as it produced a greater number of
1
playstation.com
11,972,937
11,924,871
+
48,066
80
115
posts and tweets in January.
2
xbox.com
8,347,076
8,213,268
+
133,808
52
73
628,364
+
3
wikipedia.org
649,262
20,898
11
57
4
game.co.uk
137,750
119,511
+
18,239
11
620
5
argos.co.uk
79,914
69,301
+
10,613
30
40
Facebook page included information
6
amazon.co.uk
62,821
44,266
+
18,555
22
25
about upcoming tours as well as new
7
play.com
58,390
39,854
+
18,536
38
88
album releases.
8
hmv.com
41,931
31,402
+
10,529
90
721
9
johnlewis.com
40,811
35,720
+
5091
72
74
10
ebay.co.uk
31,691
29,731
+
1,960
36
58
11
23,674
19,800
+
3,874
23
154
12
littlewoods.com
21,196
18,634
+
2,562
49
93
13
13,780
0
+
13,780
N/A
53
=14
best-price.com
0
0
+
0
N/A
N/A
Nintendo did not have an official
=14
nintendo.co.uk
0
0
+
0
N/A
N/A
Facebook or Twitter page but there
HMV was the most interactive brand,
collectively displaying 811 posts and
tweets to its followers. Content on its
Amazon set up an official UK account
on both Twitter and Facebook in
November 2010. Since then, it has
managed to attract more than
62,000 followers.
are several appreciation groups
which have been set up by fans
on Facebook.
Share:
22
Natural search: improve your website's position
Content
The leading sites contain rich content on topics that surround the popular
keywords and have made this content accessible to search engine spiders to
index; however, good content is readily available and thus used by a large number
of sites. As such, the search engines need a further differentiator: link equity.
Comprehensive ranking is based
on search engines being able to
access relevant content across
your website.
Link equity
Search engines assess links to determine the credibility of websites because
links from third-party sites are considered similar to votes. These links encode
a considerable amount of latent and unbiased human judgement about the
quality of the linked-to website; therefore, search engines cut through the noise
of websites’ self-optimised content and ascertain the true worth of a site.
Links play a significant role in
helping sites break through the
clutter and ascend rankings.
The best-performing sites have
Your site
all invested heavily in their
To increase performance, invest into improving the quality, depth and breadth
of content around your targeted keywords. Ensure your site is accessible to
search engines, pointing to relevant pages within your own site, whilst also
focus on developing linking strategies around each product to improve the
quantity and quality of links from third-party websites.
linking strategies.
Paid search: improve your visibility and efficiency
Keyword landscape
Your keyword landscape should mirror the products and services provided, but
also consider the customer search funnel so that you are visible at all stages.
Consumer search behaviour is constantly changing, with an increasing number
utilising long tail and product-specific terms.
Consider seasonal trends and
mini campaigns, along with your
everyday keywords. Short spurts
of activity can help to drive up
Ad copy
your ROI.
Ad copy is the ‘shop window’ opportunity to differentiate your brand from
competitors. It acts as a sales and a branding opportunity, hence projecting
an accurate and positive message about your brand and products is essential.
Ad copy should be treated as
a sales opportunity — take
advantage by incorporating and
Relevancy and quality/index score
Every quality score relies on ‘relevancy’. Your keywords, campaigns, ad groups,
ad copy and landing pages must all reflect your products and services. Ensure
you create a campaign that focuses on relevancy throughout. This will lead to a
high score and thus assist in lowering your overall and individual cost-per-click.
testing as many ad copy versions
Bid and campaign management
illustrated in the AdWords
As paid search campaigns become larger and more complex they become
difficult to manage. Exploiting the long tail without sacrificing quality for
quantity is also a challenge, especially when managing copy with pricing and
specific products. Bid and campaign management technologies are vital tools
in an increasingly competitive marketplace.
system, allowing you to see
23
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T: +44 (0)20 7253 7000
as possible.
Google’s quality score is now
exactly what score you have.
Share:
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
make sure that you connect and
build a relationship with those
speaking to you.
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.
Share:
24
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
Simon Hollingsworth | Research Executive
+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.
25
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Share:
Can search and social media truly integrate?
Dear Reader, As the need for paid and natural search to integrate with
social media grows ever stronger, here at Greenlight we’re
keen to explore to what extent they are already integrated and
to uncover how companies like yours are working with these
disciplines at present. We’ve launched a survey to gather opinions of thought leaders
and influencers within digital marketing and we’d be delighted
if you would take part. As a thank you for participating, we will enter your name into
a prize draw to win an iPad2. You will also have full access to
the research findings report. The survey will take no more than 5 minutes to complete.
To take the survey visit
www.greenlightsearch.com/survey
The survey closes on Wednesday 18th May.
Thanks in advance for your participation.
Alicia Levy
Director and Co-Founder
Share:
26
adapt™
Our research shows that 80% of online marketers have limited knowledge of
how price competitive they really are. Despite knowing they could be losers in
a price war, they still aggressively push products through paid search.
Why?
No access to real-time data on how much competitors charge for the
same product.
Real-time price comparison bidding
for paid search
adapt™ compares your costs against competitors on like for like products. Within
seconds you have intelligence on your most price competitive brands, enabling
you to optimise your PPC campaign. Our proprietary technology remains the
only automated inventory management and price comparison platform.
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 | Head of Business Development
T: +44 (0)20 3326 6237 | E: [email protected] | W: greenlightsearch.com/technology
27
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T: +44 (0)20 7253 7000
Share:
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
Share:
28
Over the course of Q4, search
volume for gaming-related
keywords increased from 1.7
million searches in October to 2
million in December.
In December, poker-related
terms were the most searched
SEO, PPC & SOCIAL MEdIA
for; over 943,000 searches were
performed.
training
Interestingly, search volume
for casino terms increased by
24% since our previous sector
report (September 2009), whilst
volumes for poker and bingo
remained
relatively consistent.
The Greenlight Academy delivers innovative, timely
and
relevant courses, empowering online professionals to exploit
Many of our gaming clients have
all the advantages that search and social media marketing
can
seen a high number of referrals
offer a business.
from Russian search engines
to UK online gaming websites
• Wide selection of courses for online and marketing
(particularly casino sites) after
the ban on casinos was put into
professionals
effect by the Russian government
• Expert speakers – courses delivered by certified
digital
onJuly 1st 2009.
specialists
From our research, after the initial
• A range of levels available from beginner to advanced
keyword search, approximately
70% of consumers click through
to a site and then move onto other
pages within the same website,
indicating that gaming consumers
tend to be more interested in
brand than in specific products.
29
t: 020 7253 7000
e: [email protected]
www.greenlightsearch.com/SEMtraining
| T: +44 (0)20 7253 7000
Share:
Course dates
Wednesday 18th May 2011
Over the course of Q4, search
volume for gaming-related
Introduction to SEO & PPC (Manchester) – half day seminar (13:45 – 18:00)
keywords increased from 1.7
million searches in October to 2
Wednesday 15th June 2011
million in December.
Search Marketing Analytics – half day seminar (9.15 – 13:00)
Link Building Masterclass – half day seminar (13.45 – 17:30)In December, poker-related
terms were the most searched
Wednesday 13th July 2011
for; over 943,000 searches were
Social Media 101 – half day seminar (9.15 – 13:00)
Writing for the Web – half day seminar (13.45 – 17:30)
performed.
Interestingly, search volume
for casino terms increased by
Wednesday 21st September 2011
24% since our previous sector
Introduction to SEO – half day seminar (9:15 – 13:00)
Introduction to PPC – half day seminar (13:45 – 17:30)
Book now at
report (September 2009), whilst
volumes for poker and bingo
remained relatively consistent.
Many of our gaming clients have
www.greenlightsearch.com/SEMtraining
seen a high number of referrals
from Russian search engines
to UK online gaming websites
(particularly casino sites) after
the ban on casinos was put into
effectfrom...
by the Russian government
We’re proud to have trained a range of professionals
onJuly 1st 2009.
Santander, Harrods, Bauer Media, Thomas Cook, Yorkshire Building Society,
From our research, after the initial
Sky, Visit Britain, Ticketmaster, RBS, AA, Net-a-porter, Waitrose,
keyword search, approximately
Direct.gov.uk, Chartis Insurance, Laterooms.com, Swatch70%Group,
of consumers click through
to
a
site
and then move onto other
Zurich Financial Services
...and many more leading businesses.
pages within the same website,
indicating that gaming consumers
tend to be more interested in
brand than in specific products.
Share:
30
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) 212-946-4959
E: [email protected]
E: [email protected]
Greenlight is an award-winning full service search marketing agency that is focused
on delivering tailored and results-based programmes of organic SEO and paid search
optimisation. Our paid search programmes have helped clients achieve as much as
200% more return from their existing paid search spend, and our SEO campaigns
have created brand new revenue streams worth millions of pounds.
If you think your search engine marketing efforts could use some improvement or you
have any questions on this report, why not get in touch?

Entertainment RetailJanuary 2011

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