- Greenlight
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- Greenlight
Sector Report May 2012 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 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: Audio & Accessories, Cameras & Camcorders, PCs & Laptops, Phones & Accessories, TVs & DVD players. Issue 12 Brown Goods The most visible websites, advertisers and brands on Google UK Flights sector report, Issue 9, March 2011 Introduction Flights sector report, Issue 9, March 2011 Introduction Greenlight’s industry renowned Sector Reports provide you with a comprehensive insight into the Search industry. Our reports analyse the most visible websites and advertisers on Google UK in the natural search listings and paid media space as well as which brands were most visible in the social media sphere. With the the Natural Natural Search, Search, Paid Paid Media Media and and Social Social Media Media data data provided provided by by Hydra, Hydra, we we are are able able to With to track, record analyse consumer search behaviour in any market vertical a monthly track, record andand analyse consumer search behaviour in any market vertical on on a monthly basis. basis. Each report report examines examines the the total total search search engine engine audience audience size; size; the the most most visible visible websites websites and and Each advertisers in Google’s natural search and paid media results; paid media ad copy analysis and advertisers in Google’s natural search and paid media results; paid media ad copy analysis and budget allocation strategies on how to improve your website’s audience reach. Additionally, budget allocation strategies on how to improve your website’s audience reach. Additionally, our reports reports feature feature aa social social media media section section which which looks looks at at the the visibility visibility of of the the top top 15 15 integrated integrated our websites in the social media space. websites in the social media space. You will additionally find the latest edition of Greenlight’s Magazine accompanying this We are also proud to present the latest edition of Greenlight’s Magazine. This quarter’s edition quarter’s Sector Report. Following on from the success of the Google and Greenlight focuses on the results of Greenlight’s Search and Social Media Survey 2011/2012. In this Conference in March of this year, this latest edition focuses on the different stages involved edition, our in house experts discuss the findings of the survey which asked 500 internet users in the buying cycle process with insightful articles from both our in house experts and guest for their thoughts and views on Mobile, Facebook Advertising, Fan Acquisition and searching writers from Google. online in multiple languages. We hope you enjoy the latest version of our Sector Report and Magazine. If you have any We hope you enjoy thefree latest version our of our sector and magazine. questions, please feel to contact Sales and report Marketing team at: If you have any questions, please feel free to contact our Sales and Marketing team at: [email protected]. [email protected] Kind regards, Alicia Levy Chief Marketing Officer 3 1 www.greenlightsearch.com www.greenlightsearch.com www.greenlightdigital.com | | T: +44 (0)20 7253 7000 T: +44 (0)20 7253 7000 The most visible websites, advertisers and brands on Google UK. Contents 3 Executive Summary 4 Total audience size 5 Natural search: which websites were most visible in May? 6 Natural search: Audio & Accessories 7 Natural search: Cameras & Camcorders 8 Natural search: PCs, laptops & tablets 9 Natural search: Phones & accessories 10 Natural search: TVs & DVD players 12 Paid media: which advertisers were most visible in May? 13 Paid media: Audio & Accessories 14 Paid media: Cameras & Camcorders 15 Paid media: PCs, laptops & tablets 16 Paid media: Phones & accessories 17 Paid media: TVs & DVD players 18 Paid media bidding strategies 19 Integrated search: which websites/advertisers performed well? 21 Social media: which brands interacted well? 22 Disclaimer: learn more about our research Get in touch to discuss your site’s specific performance. 2 Brown Goods Sector Report, Issue 12, May 2012 Executive Summary This latest report profiles search behaviour in the brown goods sector. It analyses which brands, retailers and review sites were the most visible in both natural and paid media results (and thus had the greatest share of consideration) when UK consumers searched for brown goods on Google. The report also assesses which brands interacted well on social media networks. In our analysis we established that: In May, more than 7 million searches were made for brown goods-related keywords. Searches for PCs & Laptops remained the most popular, accounting for more than 50% of all searches made for the sector. The search term ‘iPhone 5’ was queried 450,000 times, accounting for 6% of all searches made for the sector. Apple was the most visible brown goods-related website, achieving a 46% share of voice. Amazon UK was the most visible advertiser in the paid media space, achieving a 30% share of visibility. Amazon UK ranked at the top of our integrated search league table, as it achieved sizable visibility in the natural search and paid media listings. YouTube ranked at the top of our social media analysis, achieving a Klout score of 100. 3 www.greenlightdigital.com | T: +44 (0)20 7253 7000 The most visible websites, advertisers and brands on Google UK. Total audience size (7 million searches – May 2012) Approximately how many searches were performed in May using terms relating to Audio & Accessories, Cameras & Camcorders, PCs & Laptops, Phones & Accessories, and TVs & DVD players? In May, more than 7 million searches were made for brown goods-related keywords. Number of searches by product type (May 2012) TVs & DVD players 406,382 | 6% Searches for PCs & Laptops were Cameras & Camcorders 315,006 | 4% popular, accounting for 50% of all searches made for the sector. Audio & accessories 725,978 | 10% Interestingly, as can be seen in the line graph below, searches for the keyword ‘iPad 3’ decreased PCs & Laptops 3,504,621 | 50% in May. Phones & Accessories 2,116,229 | 30% Search trends for the main brown goods terms over the previous 12 months 2,500,000 2,000,000 1,500,000 1,000,000 iPhone 5 iPad 3 500,000 MP3 converter TV 0 Camera Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Get in touch to discuss your site’s specific performance. 4 Brown GoodsSearch Sector Report, Issue 12, May 2012 Natural Which sites were most visible in May? Given that UK web users conducted 7 million searches for brown goods products in May 2012, which individual terms were most searched for and which websites were most visible in the natural listings on Google UK? In May, the keyword ‘iPhone 5’ was queried 450,000 times, accounting for 6% of all searches Keyword breakdown (May 2012) iPhone 5 450,000 | 6% iPad 3 301,000 | 4% Blackberry 301,000 | 4% made for the sector. Apple was the most visible brown iPad 201,000 | 3% goods-related website, achieving Amazon Kindle 201,000 | 3% a 46% share of voice through Kindle 165,000 | 2% iPhone 4s 165,000 | 2% ranking at position one for the MP3 converter 165,000 | 2% HTC 135,000 | 2% search term ‘iPhone’. Mac 135,000 | 2% Amazon UK attained a 35% share of visibility through ranking at position one for 121 keywords, Other keywords 4,849,216 | 69% including ‘wireless speakers’. The top 20 most visible brown goods websites in natural search No. Domain Reached volume Missed volume Percentage reached 1 wikipedia.org 3,267,341 3,801,242 46% 2 apple.com 2,630,507 4,438,076 37% 3 amazon.co.uk 2,489,230 4,579,353 35% 4 pcworld.co.uk 1,437,223 5,631,360 20% 5 tesco.com 1,429,481 5,639,102 20% 6 techradar.com 1,057,569 6,011,014 15% 7 argos.co.uk 915,214 6,153,369 13% 8 currys.co.uk 842,037 6,226,546 12% 9 comet.co.uk 826,897 6,241,686 12% 10 cnet.co.uk 809,378 6,259,205 11% 11 youtube.com 788,803 6,279,780 11% 12 o2.co.uk 691,884 6,376,699 10% 13 mobilefun.co.uk 681,482 6,387,101 10% 14 cnet.com 659,189 6,409,394 9% 15 gsmarena.com 624,022 6,444,561 9% 16 phones4u.co.uk 602,006 6,466,577 9% 17 carphonewarehouse.com 590,349 6,478,234 8% 18 trustedreviews.com 568,148 6,500,435 8% 19 vodafone.co.uk 558,131 6,510,452 8% 20 amazon.com 535,321 6,533,262 8% 5 www.greenlightdigital.com | T: +44 (0)20 7253 7000 The most visible websites, advertisers and brands on Google UK. Natural search: Audio & accessories Searches for Audio & Accessories (including brand terms) accounted for more than 725,000 searches in May 2012. How did these searches break down? In May, the keyword ‘MP3 converter’ was searched for 165,000 times, accounting for MP3 converter 165,000 | 23% Other keywords 200,578 | 28% 23% of all searches made for the subsector. Amazon UK was the most visible website, achieving a 41% share of voice through ranking at position Free mp3 downloads 18,100 | 2% iPod 110,000 | 15% iPod classic 18,100 | 2% one for 34 keywords, including ‘portable MP3 player’. MP3 download 22,200 | 3% Download music 22,200 | 3% iPod shuffle 22,200 | 3% MP3 33,100 | 5% Apple attained a 38% share of Free music downloads 74,000 | 10% visibility, and ranked third for the iPod nano 40,500 | 6% search term ‘audio books’. Which websites were most visible for audio & accessories product searches? No. Domain Reached volume Missed volume Percentage reached 1 amazon.co.uk 296,409 429,496 41% 2 apple.com 275,881 450,024 38% 3 wikipedia.org 263,843 462,062 36% 4 youtube-mp3.org 210,166 515,738 29% 5 video2mp3.net 177,397 548,508 24% 6 argos.co.uk 163,829 562,076 23% 7 tesco.com 157,876 568,029 22% 8 vidtomp3.com 155,744 570,161 21% 9 beemp3.com 154,271 571,634 21% 10 pcworld.co.uk 144,165 581,740 20% 11 listentoyoutube.com 140,742 585,163 19% 12 flvto.com 137,720 588,185 19% 13 mp3raid.com 130,097 595,808 18% 14 koyotesoft.com 117,370 608,535 16% 15 which.co.uk 102,695 623,210 14% 16 www.last.fm 102,203 623,702 14% 17 searchmp3.mobi 96,942 628,963 13% 18 play.com 96,136 629,769 13% 19 nch.com.au 84,277 641,628 12% 20 comet.co.uk 79,884 646,021 11% Get in touch to discuss your site’s specific performance. 6 Brown Goods Sector Report, Issue 12, May 2012 Natural search: Cameras & camcorders Searches for Cameras & Camcorders (including brand terms) accounted almost 315,000 searches in May 2012. How did these searches break down? In May, the search term ‘camera’ was queried 33,100 times, accounting for 11% of all searches Camera 33,100 | 11% made for the subsector. Canon cameras 27,100 | 9% Amazon UK was the most visible website, achieving a 62% share of voice through ranking at position Digital camera 22,200 | 7% Other keywords 166,806 | 53% term ‘camera’. Cameras 18,100 | 6% Jessops attained a 52% share of Digital cameras 9,900 | 3% Olympus cameras 6,600 | 2% voice through ranking at position Camera reviews 9,900 | 3% Nikon cameras 8,100 | 3% Camcorder 6,600 | 2% Digital camera reviews 6,600 | 2% one for the high volume search term ‘cameras’. Which websites were most visible for cameras & camcorders product searches? No. Domain Reached volume Missed volume Percentage reached 1 amazon.co.uk 193,748 121,258 62% 2 jessops.com 164,495 150,511 52% 3 argos.co.uk 127,157 187,849 40% 4 currys.co.uk 125,453 189,553 40% 5 whatdigitalcamera.com 97,817 217,189 31% 6 wikipedia.org 91,935 223,071 29% 7 cnet.co.uk 78,225 236,781 25% 8 canon.co.uk 69,501 245,505 22% 9 trustedreviews.com 68,902 246,104 22% 10 comet.co.uk 63,808 251,198 20% 11 pixmania.co.uk 62,662 252,344 20% 12 techradar.com 54,576 260,430 17% 13 parkcameras.com 45,365 269,641 14% 14 which.co.uk 44,514 270,492 14% 15 sony.co.uk 43,855 271,151 14% 16 google.co.uk 38,346 276,660 12% 17 nikon.co.uk 35,364 279,642 11% 18 dixons.co.uk 33,512 281,494 11% 19 ephotozine.com 29,733 285,273 9% 20 panasonic.co.uk 27,835 287,171 9% 7 three for the high volume search www.greenlightdigital.com | T: +44 (0)20 7253 7000 The most visible websites, advertisers and brands on Google UK. Natural search: PCs, laptops & tablets Searches PCs & Laptops products (including brand terms) accounted for more than 3.5 million searches in May 2012. How did these searches break down? In May, the keyword ‘iPad 3’ was searched for 301,000 times, accounting for 9% of all searches iPad 3 301,000 | 9% made for the subsector. iPad 201,000 | 6% Amazon Kindle 201,000 | 6% Kindle 165,000 | 5% Mac 135,000 | 4% Other keywords 2,144,621 | 61% iPod touch 110,000 | 3% iPad 2 74,000 | 2% Laptops 74,000 | 2% Kobo 49,500 | 1% Amazon Kindle books 49,500 | 1% Apple was the most visible brown goods-related website, achieving a 50% share of voice. Amazon UK attained a 47% share of visibility through ranking at position one for 175 keywords, including the high volume search term ‘Amazon Kindle books’. Which websites were most visible for PCs, laptops & tablets searches? No. Domain Reached volume Missed volume Percentage reached 1 apple.com 1,742,399 1,762,802 50% 2 wikipedia.org 1,658,837 1,846,364 47% 3 amazon.co.uk 1,627,945 1,877,256 46% 4 pcworld.co.uk 1,189,886 2,315,316 34% 5 tesco.com 912,173 2,593,028 26% 6 amazon.com 531,177 2,974,024 15% 7 currys.co.uk 520,170 2,985,031 15% 8 comet.co.uk 452,538 3,052,663 13% 9 argos.co.uk 404,576 3,100,625 12% 10 mobilefun.co.uk 318,451 3,186,750 9% 11 laptopsdirect.co.uk 266,492 3,238,709 8% 12 google.com 256,648 3,248,553 7% 13 techradar.com 247,480 3,257,721 7% 14 ebuyer.com 243,858 3,261,343 7% 15 cnet.com 198,360 3,306,841 6% 16 cnet.co.uk 180,990 3,324,211 5% 17 engadget.com 166,522 3,338,679 5% 18 guardian.co.uk 166,437 3,338,764 5% 19 three.co.uk 159,574 3,345,627 5% 20 pcadvisor.co.uk 157,380 3,347,821 4% Get in touch to discuss your site’s specific performance. 8 Brown Goods Sector Report, Issue 12, May 2012 Natural search: Phones & accessories Searches for Phones & Accessories (including brands) accounted for more than 2.1 million searches in May 2012. How did these searches break down? In May, the keyword ‘iPhone 5’ was queried 450,000 times, accounting for 21% of all searches iPhone 5 450,000 | 21% Other keywords 633,729 | 30% made for the subsector. O2 was the most visible brown goods-related website, achieving a 33% share of voice through Blackberry 301,000 | 14% ranking at position one for four search terms, including ‘i phone 4’. Samsung Galaxy 49,500 | 2% Mobile phones 60,500 | 3% TechRadar attained a 32% share Sony Ericsson 60,500 | 3% of voice; through ranking at iPhone 4s 165,000 | 8% iPhone 4 60,500 | 3% Nokia 90,500 | 4% iPhone 110,000 | 5% position one for 15 keywords, including ‘latest iPhone’. HTC 135,000 | 6% Which websites were most visible for phones & accessories searches? No. Domain Reached volume Missed volume Percentage reached 1 wikipedia.org 1,061,564 1,054,666 50% 2 o2.co.uk 700,746 1,415,483 33% 3 techradar.com 683,792 1,432,437 32% 4 youtube.com 615,290 1,500,939 29% 5 apple.com 558,672 1,557,557 26% 6 phones4u.co.uk 543,760 1,572,469 26% 7 gsmarena.com 531,040 1,585,188 25% 8 vodafone.co.uk 524,545 1,591,684 25% 9 carphonewarehouse.com 513,587 1,602,642 24% 10 t3.com 481,925 1,634,304 23% 11 cnet.com 474,309 1,641,920 22% 12 cnet.co.uk 452,472 1,663,757 21% 13 blackberry.com 378,656 1,737,573 18% 14 mobilefun.co.uk 332,595 1,783,634 16% 15 technobuffalo.com 315,000 1,801,229 15% 16 tesco.com 256,914 1,859,316 12% 17 dialaphone.co.uk 255,318 1,860,911 12% 18 trustedreviews.com 238,816 1,877,413 11% 19 pocket-lint.com 226,300 1,889,929 11% 20 computerworld.com 225,000 1,891,229 11% 9 www.greenlightdigital.com | T: +44 (0)20 7253 7000 The most visible websites, advertisers and brands on Google UK. Natural search: TVs &DVD players Searches for TVs & DVD players accounted for more than 400,000 searches in May 2012. How did these searches break down? In May, the search term ‘TV’ was queried 90,500 times, accounting TV 90,500 | 22% for 22% of all searches made for the subsector. Comet was the most visible website, achieving a 57% share of Samsung TV 22,200 | 5% Other keywords 194,882 | 48% 3D TV 14,800 | 4% voice through ranking at position one for 25 keywords, including ‘cheap LED TVs’. LED TV 14,800 | 4% Argos attained a 43% share Television 14,800 | 4% TVs 9,900 | 2% 32 inchTV 9,900 | 2% of voice through ranking at Portable DVD player 14,800 | 4% DVD player 9,900 | 2% position one for 38 keywords, including the search term ‘flat LG TV 9,900 | 2% screen televisions’. Which websites were most visible for TVs & DVDs searches? No. Domain Reached volume Missed volume Percentage reached 1 comet.co.uk 231,276 175,106 57% 2 argos.co.uk 174,613 231,769 43% 3 amazon.co.uk 156,958 249,424 39% 4 wikipedia.org 155,576 250,806 38% 5 currys.co.uk 137,733 268,649 34% 6 dixons.co.uk 103,209 303,173 25% 7 richersounds.com 102,898 303,484 25% 8 bbc.co.uk 96,720 309,662 24% 9 tvguide.co.uk 90,536 315,846 22% 10 tesco.com 87,931 318,451 22% 11 tv.com 73,280 333,102 18% 12 onthebox.com 63,350 343,032 16% 13 pcworld.co.uk 58,097 348,285 14% 14 techradar.com 55,047 351,335 14% 15 samsung.com 54,880 351,502 14% 16 channel4.com 54,558 351,824 13% 17 toshiba.co.uk 51,739 354,643 13% 18 which.co.uk 48,672 357,710 12% 19 pixmania.co.uk 42,771 363,611 11% 20 radiotimes.com 36,200 370,182 9% Get in touch to discuss your site’s specific performance. 10 Can you see success at one glance? Areas can easily be capitalised on with quick wins Drilling down into the detail allows users to view the areas that offer the quick wins. Success is determined by colour. poor good How am I doing? Where are the quick wins? Where is the opportunity? Brown Goods Sector Report, Issue 12, May 2012 Keywords are generally doing well as is easily seen with the - good colouring on the right half of the tag map visualisation. - areas denote room for improvement. The One Platform from Contact the Hydra team on: T:+44(0)20 3326 1888 or E: [email protected] | www.onehydra.com 11 www.greenlightdigital.com | T: +44 (0)20 7253 7000 The most visible websites, advertisers and brands on Google UK. Paid Media Which advertisers were most visible in May? We have conducted a detailed level of monitoring and analysis to determine which advertisers appeared most prominently in the paid media space. An advertiser’s share of voice is based on: how often they were present in Google, which ad position they bid for, and the associated search volume for the keywords they bid on. These advertisers have been scored in the league table below, which represents visibility across the top 150 keywords in May 2012. In May, Amazon UK was the most visible advertiser, achieving a 30% share of voice through bidding on 115 keywords, at an average position ad of five. Tesco attained a 25% share of visibility, through bidding on 64 keywords, at an average ad position of three. Of the top 10 advertisers featured, T Mobile bid on the least number of keywords (20). The top 20 most visible brown goods advertisers in paid media No. Advertiser Share of voice Keywords appearing for Avg. Position 1 amazon.co.uk 30% 115 5 2 tesco.com 25% 64 3 3 johnlewis.com 18% 89 5 4 argos.co.uk 16% 71 5 5 vodafone.co.uk 13% 20 3 6 orange.co.uk 12% 26 4 7 carphonewarehouse.com 12% 37 6 8 phones4u.co.uk 11% 26 4 9 t-mobile.co.uk 9% 20 5 10 currys.co.uk 8% 56 2 11 uswitch.com 8% 21 7 12 simplyelectronics.net 8% 16 5 13 pcworld.co.uk 7% 15 4 14 storescompared.com 6% 43 8 15 comet.co.uk 6% 62 7 16 pricerunner.co.uk 6% 32 7 17 apple.com 5% 26 1 18 o2.co.uk 5% 12 2 19 bestprices247.com 5% 22 7 20 blackberry.com 5% 3 2 Get in touch to discuss your site’s specific performance. 12 Brown Goods Sector Report, Issue 12, May 2012 Paid media: Audio & accessories Searches for Audio & Accessory terms accounted for more than 725,000 searches in May 2012. Here we assess which advertisers were most visible for these keywords. In May, Amazon UK was the most visible advertiser, achieving a 36% share of voice through No. Advertiser Share of voice Keywords appearing for Avg. Ad Position 1 amazon.co.uk 36% 21 3 2 johnlewis.com 18% 10 5 3 bearshare.com 16% 7 2 4 imesh.com 16% 9 3 5 intunemp3.com 14% 8 5 ten keywords, at an average ad 6 spotify.com 13% 8 3 position of five. 7 music-oasis.com 13% 8 5 8 sale-2011.co.uk 12% 8 6 Achieving a 15% share of 9 tesco.com 10% 6 3 visibility, Amazon UK displayed 10 ipodprices.co.uk 10% 4 6 the most visible unique ad 11 apple.com 9% 6 1 creative, advertising low prices on 12 bestprices247.com 8% 3 7 13 argos.co.uk 8% 8 6 14 mp3-players.ecompare.co.uk 7% 3 4 15 moneysupermarket.com 7% 7 6 16 groove-stream.com 7% 3 7 17 ask.com 6% 11 6 18 which.co.uk 6% 4 4 19 ebay.co.uk 4% 15 8 20 sainsburys.co.uk 4% 6 3 bidding on 21 keywords, at an average ad position of three. John Lewis attained an 18% share of visibility through bidding on the iPod Nano. Which ad creatives were most visible for audio & accessories searches? No. Domain Ad creative Unique Share of creatives voice 1 amazon.co.uk Ipod-nano at Amazon.co.uk Low Prices on Ipod-nano. Free UK Delivery on Amazon Orders www.amazon.co.uk/ipod-nano 48 15% 2 music-oasis.com Download Music for Free All Music is 100% Free and Legal. Download Your Favorite Songs Now! www.music-oasis.com/FreeMusic 2 12% 3 intunemp3.com Download Music 100% Free Tons of Songs. Start Downloading Now! www.intunemp3.com/ 6 10% 4 sale-2011.co.uk - 63% Off iPods nano Up to 63% off iPods nano! Get the best price, buy now. www.sale-2011.co.uk/iPods+nano 12 9% 5 apple.com MP3 Player and more | apple.com Play more than just MP3s with an iPod touch, iPhone or iPad. www.apple.com/uk/ 5 8% 13 www.greenlightdigital.com | T: +44 (0)20 7253 7000 The most visible websites, advertisers and brands on Google UK. Paid media: Cameras & camcorders Searches for Cameras & Camcorders (including brand terms), accounted for more than 315,000 searches in May 2012. Here we assess which advertisers were most visible for these keywords. In May, Currys was the most visible advertiser, achieving a 34% share of voice through No. Advertiser Share of voice Keywords appearing for Avg. Ad Position 1 currys.co.uk 34% 21 2 2 panasonic.co.uk 26% 17 1 3 argos.co.uk 24% 17 5 Panasonic attained a 26% share 4 amazon.co.uk 21% 30 5 of visibility through bidding on 5 samsung.com 18% 24 5 17 keywords, at an average ad 6 johnlewis.com 17% 29 5 position of one. 7 pixmania.co.uk 16% 13 6 8 tesco.com 14% 14 3 Achieving a 24% share of voice, 9 moneysupermarket.com 12% 23 7 Currys displayed the most visible 10 which.co.uk 11% 20 5 11 ukdigitalcameras.co.uk 8% 4 7 12 littlewoods.com 7% 14 7 13 asda.com 4% 15 7 14 warehouseexpress.com 4% 10 4 15 canon-cameras.ecompare.co.uk 4% 2 4 16 simplyelectronics.net 3% 12 5 17 jessops.com 3% 7 6 18 camcorders.ecompare.co.uk 3% 2 4 19 apple.com 3% 4 1 20 ebay.co.uk 3% 20 7 bidding on 21 keywords, at an average ad position of two. individual ad creative, advertising digital cameras from £35. Which ad creatives were most visible for cameras & camcorders searches? No. Domain Ad creative Unique Share of creatives voice 1 currys.co.uk Digital Cameras from £35 | Currys.co.uk Buy any Camera & Save 20% on any Camera Case + Free Delivery. www.currys.co.uk/Digital_Cameras 20 10% 2 panasonic.co.uk Panasonic © Lumix Range | Panasonic.co.uk Award Winning Cameras, Stunning Results! 2011 Camera Of the Year. www.panasonic.co.uk/Lumix 20 10% 3 currys.co.uk Currys Camera Deals Great Savings on Cameras at Currys. Free Delivery Or Reserve & Collect. www.currys.co.uk/Cameras 20 10% 4 panasonic.co.uk Lumix G Digital Camera | panasonic.co.uk £50 Cashback Offer Now Available On Selected Range Of Lumix G Cameras. www.panasonic.co.uk/offers 20 8% 5 currys.co.uk Currys Cameras From £35 | Currys.co.uk Buy any Camera & Save 20% on any Camera Case + Free Delivery. www.currys.co.uk/Cameras 20 6% Get in touch to discuss your site’s specific performance. 14 Brown Goods Sector Report, Issue 12, May 2012 Paid media: PCs & Laptops Searches for PCs & Laptops, accounted for more than 3.5 million searches in May 2012. Here we assess which advertisers were most visible for these keywords. In May, Amazon UK was the most visible advertiser, achieving a 50% share of voice though No. Advertiser Share of voice Keywords appearing for Avg. Ad Position 1 amazon.co.uk 50% 26 3 2 tesco.com 42% 16 3 3 johnlewis.com 28% 19 3 4 argos.co.uk 22% 16 5 5 simplyelectronics.net 15% 4 5 16 keywords, at an average ad 6 pcworld.co.uk 14% 15 4 position of three. 7 storescompared.com 12% 10 8 8 uswitch.com 12% 8 8 Achieving a 10% share of voice, 9 pricerunner.co.uk 11% 5 7 Tesco displayed the most visible 10 comet.co.uk 11% 13 6 individual ad creative, advertising 11 carphonewarehouse.com 11% 9 8 the new iPad from £399. 12 bestprices247.com 8% 11 7 13 apple.com 7% 6 1 14 sale-2011.co.uk 7% 6 6 15 currys.co.uk 7% 5 4 16 sainsburys.co.uk 6% 12 5 17 staples.co.uk 5% 4 5 18 dell.com 5% 4 4 19 pric.co.uk 5% 3 9 20 which.co.uk 4% 7 7 bidding on 26 keywords, at an average ad position of three. Tesco attained a 42% share of visibility through bidding on Which ad creatives were most visible for PCs & Laptops product searches? No. Domain Ad creative Unique Share of creatives voice 1 tesco.com The New iPad From £399.00 In Stock Now | tesco.com Buy Your iPad Today! Get Free Delivery On The New iPad. www.tesco.com/The_New_iPad 82 10% 2 uswitch.com Top10 iPad 3 Deals Cheapest iPad 3 Deals on Three. From Just £29. Compare Offers! www.uswitch.com/iPad-Deals 5 9% 3 storescompared.com iPad 2 Clearance iPad 2 Top 10 Deals 2012 Clearance Sale Now On ! www.storescompared.com/ 9 9% 4 carphonewarehouse.com The Stunning New iPad It's Here -Latest iPad from Apple Available at CPW while stocks last! carphonewarehouse.com/The-New-iPad 8 8% 5 amazon.co.uk Buy New iPad 3 at Amazon New iPad 3 at Low Prices. Free UK Delivery on Amazon Orders www.amazon.co.uk/new+iPad+3 57 7% 15 www.greenlightdigital.com | T: +44 (0)20 7253 7000 The most visible websites, advertisers and brands on Google UK. Paid media: Phones & accessories Searches for PCs and laptops (including brand terms), accounted for more than 2.1 million searches in May 2012. Here we assess which advertisers were most visible for these keywords. In May, Orange was the most visible advertiser, achieving a 38% share of voice through No. Advertiser Share of voice Keywords appearing for Avg. Ad Position 1 orange.co.uk 38% 26 4 2 vodafone.co.uk 34% 15 3 3 phones4u.co.uk 33% 24 4 Vodafone attained a 34% share 4 t-mobile.co.uk 27% 20 5 of visibility through bidding on 5 carphonewarehouse.com 20% 28 6 15 keywords, at an average ad 6 o2.co.uk 15% 12 2 position of three. 7 blackberry.com 14% 3 2 8 dialaphone.co.uk 13% 17 6 Orange displayed the most visible 9 virginmobile.com 8% 16 6 individual ad creative, advertising 10 buymobilephones.net 8% 5 4 11 uswitch.com 8% 13 7 12 mobiles.co.uk 8% 18 6 13 nokia.com 7% 8 3 14 blackberry-deals.uswitch.com 6% 2 7 15 mobile-phones.three.co.uk 6% 1 2 16 iphone-4s.three.co.uk 5% 6 2 17 htc.com 5% 6 4 18 e2save.com 5% 17 7 19 three.co.uk 4% 5 4 20 tesco.com 4% 5 3 bidding on 26 keywords, at an average ad position of four. exclusive offers on the latest Blackberry phone. Which ad creatives were most visible for phones & accessories searches? No. Domain Ad creative Unique Share of creatives voice 1 orange.co.uk Orange BlackBerry Range | orange.co.uk View the latest BlackBerry phones on Orange with exclusive offers www.orange.co.uk/BlackBerry 96 10% 2 phones4u.co.uk BlackBerry at Phones 4u The latest BlackBerry handsets on great contract deals at Phones 4u. www.phones4u.co.uk/BlackBerry 97 8% 3 virginmobile.com Virgin Mobile Exclusive deals for Virgin Media customers. Handsets from £12.99 p/m www.virginmobile.com/ 4 6% 4 blackberry.com Official BlackBerry® Site | BlackBerry.com Upgrade Now To New BlackBerry® OS 7 Smartphones. Discover More Online! www.blackberry.com/UK 9 6% 5 uswitch.com Cheapest BlackBerry Deals Top10 BlackBerry Offers Online. Best Deals From £10. Compare Now! blackberry-deals.uswitch.com/ 2 5% Get in touch to discuss your site’s specific performance. 16 Brown Goods Sector Report, Issue 12, May 2012 Paid media: TVs & DVD players Searches for TVs & DVD players (including brand terms), accounted for more than 400,000 searches in May 2012. Here we assess which advertisers were most visible for those keywords. In May, Argos was the most visible advertiser, achieving a 49% share of voice through No. Advertiser Share of voice Keywords appearing for Avg. Ad Position 1 argos.co.uk 49% 29 5 2 currys.co.uk 48% 28 2 3 tesco.com 28% 25 3 Currys attained a 48% share 4 johnlewis.com 28% 29 5 of visibility through bidding on 5 samsung.com 27% 11 3 28 keywords, at an average ad 6 panasonic.co.uk 21% 21 3 position of two. 7 sainsburys.co.uk 20% 25 6 8 amazon.co.uk 20% 29 6 Samsung displayed the most 9 comet.co.uk 11% 26 7 visible individual ad creative, 10 moneysupermarket.com 11% 12 7 11 asda.com 10% 8 8 12 finluxdirect.com 9% 20 8 13 kogan.co.uk 7% 19 8 14 ebay.co.uk 6% 28 7 15 very.co.uk 6% 14 6 16 pixmania.co.uk 6% 12 8 17 littlewoods.com 5% 14 7 18 mediaplayerlite.net 5% 1 2 19 sevenoakssoundandvision.co.uk 5% 18 8 20 pricerunner.co.uk 5% 14 8 average ad position of five. advertising bargains their new range of Smart TVs. Which ad creatives were most visible for TVs & DVD players searches? No. Domain Ad creative Unique Share of creatives voice 1 samsung.com New Samsung Smart TVs | Samsung.com Immerse yourself with Samsung's new range of Smart TVs. Find out more. www.samsung.com/uk/Smart_TV 15 11% 2 johnlewis.com Buy Samsung TVs | johnlewis.com Free Delivery & 5 Year Guarantee on all Samsung TVs at John Lewis www.johnlewis.com/samsung-tvs 58 8% 3 sainsburys.co.uk Samsung TVs Buy Now at Sainsbury's From £229.99 Free Delivery & Nectar Points www.sainsburys.co.uk/Samsung 28 6% 4 sainsburys.co.uk TVs Buy Now at Sainsbury's From £99.99. Free Delivery & Nectar Points www.sainsburys.co.uk/TVs 28 6% 5 currys.co.uk New LG TV Range | Currys.co.uk Buy LG TVs Over £549 & Get £10 Cash for Every England Goal in Euro 2012 www.currys.co.uk/LG-TVs 53 5% 17 www.greenlightdigital.com | T: +44 (0)20 7253 7000 bidding on 29 keywords, at an The most visible websites, advertisers and brands on Google UK. Paid media bidding strategies We have monitored Google closely to identify who was advertising in the paid media 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 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? Consumer search behaviour Ad count by day, over a 1-week period (chosen at random; week commencing 20th February) Sainsburys 20% Samsung Which? Panasonic MoneySupermarket 15% Tesco Currys John Lewis Argos 10% Mon 7th Tue 8th Wed 9th Thur 10th Fri 11th Sat 12th Sun 13th Amazon UK The majority of advertisers Tesco appeared to overestimate Which? appeared to underestimate appeared to have unique search behaviour on Tuesday. search behaviour on Saturday and bidding strategies. Sunday, when search activity was at its highest. Get in touch to discuss your site’s specific performance. 18 Brown Goods Sector Report, Issue 12, May 2012 Integrated Search Which websites/advertisers performed well? voice overall? Here we have taken the top websites/advertisers across both mediums to give an indication of their integrated search performance. If we look at the visibility achieved by websites in natural search and the impression share gained by those websites as advertisers in the paid search space, who obtained the greatest share of 50% wikipedia.org 40% apple.com Natural search visibility Strong natural search visibility amazon.co.uk Strong integrated search visibility 30% 20% pcworld.co.uk tesco.com Strong paid media visibility Poor integrated search visibility techradar.com argos.co.uk youtube.com cnet.co.uk o2.co.uk mobilefun.co.uk 10% comet.co.uk currys.co.uk cnet.com which.co.uk samsung.com moneysupermarket.com dell.com johnlewis.com sainsburys.co.uk 0% 0% 5% 10% 15% 20% 25% 30% Paid media visibility Amazon UK was the only website Wikipedia and Apple both achieved Tesco, Currys and Argos to achieve strong integrated strong natural search visibility. all attained strong paid search visibility. 19 www.greenlightdigital.com media visibility. | T: +44 (0)20 7253 7000 The most visible websites, advertisers and brands in Google search The most visible brown goods websites in natural search and paid media No. Website / advertiser Natural search Paid media In May, Amazon UK featured at 1 amazon.co.uk 35 29 the top of our integrated search 2 apple.com 37 11 league table as it achieved 3 wikipedia.org 46 0 sizable visibility in both the 4 tesco.com 20 20 5 pcworld.co.uk 20 14 6 argos.co.uk 13 21 7 currys.co.uk 12 19 8 johnlewis.com 0 20 9 comet.co.uk 12 4 league table as it achieved a 10 techradar.com 15 0 sizable share of voice in the 11 cnet.co.uk 11 0 natural search listings. 12 sainsburys.co.uk 0 11 13 dell.com 2 9 14 youtube.com 11 0 15 which.co.uk 4 6 16 o2.co.uk 10 0 17 mobilefun.co.uk 10 0 18 samsung.com 3 6 search listings to gain the 19 cnet.com 9 0 searchers consideration. 20 moneysupermarket.com 2 7 21 gsmarena.com 9 0 22 phones4u.co.uk 9 0 23 carphonewarehouse.com 8 0 24 trustedreviews.com 8 0 25 ebay.co.uk 3 5 26 vodafone.co.uk 8 0 27 staples.co.uk 0 8 28 amazon.com 8 0 29 t3.com 7 0 30 panasonic.co.uk 0 7 31 pixmania.co.uk 3 3 32 play.com 3 3 33 ebuyer.com 4 2 34 microsoft.com 0 6 35 pocket-lint.com 6 0 36 blackberry.com 5 0 37 laptopsdirect.co.uk 4 2 38 sony.co.uk 2 2 39 littlewoods.com 0 5 40 sevenoakssoundandvision.co.uk 0 4 natural search listings and paid media space. Apple ranked second in our Interestingly, Wikipedia attained no visibility in the paid media listings, relying solely on its visibility gained in the natural Get in touch to discuss your site’s specific performance. 20 Brown Goods Sector Marketing Report, Issue 12, May 2012 Social Media Which brands have the most influence? Social media provides consumers with a dynamic platform upon which to talk about and engage with brands. Smart brands recognise the importance of effectively employing this medium in order to inspire positive conversation around their products. The most influential brands engage on a daily basis with consumers, driving traffic to their online and offline properties. To gauge their influence, we’ve had a look at the top 15 brands and measured their engagement by monitoring their fans and followers across various social media platforms, shown in the table below. Facebook, Twitter, LinkedIn and YouTube presences were all measured, whilst Klout scores have been obtained, quantifying the influence of that brand across the social networks analysed. No. Brand Twitter Followers Facebook Fans Google + Followers You Tube Views You Tube Suscribers 1 YouTube 14,052,766 59,749,459 912,550 67,800,732 528,394 100 2 CNET 221,120 867,993 49,714 68,359,545 144,167 78 3 Amazon UK 56,013 537,872 143 1,030,616 1,288 69 4 Tesco 21,923 826,480 1,118 20,662 20 65 5 Sainsburys 51,497 432,741 448 4,139,311 723 64 6 Dell 39,039 1,723,367 302,815 13,000,645 9,657 64 7 Wikipedia 63,900 1,053,799 14,018 109,561 669 58 8 John Lewis 25,118 465,407 42,552 7,494,352 1,716 57 9 Argos 24,539 419,948 0 5,983,479 904 55 10 TechRadar 33,138 25,369 2,858 6,267,072 9,227 54 11 PC World 3,805 32,871 26 716,263 534 53 12 Currys 3,805 32,871 26 716,263 534 53 13 Comet 5,150 33,593 44 530,223 117 52 14 Which? 4,609 0 0 12,683,129 7,741 48 15 Apple 0 0 0 0 0 0 21 KloutScore YouTube ranked at the top of our Of the brands analysed, CNET had Interestingly, in May, YouTube social media league table, as it the largest number of views on had more than 59 million people achieved an extremely high Klout its YouTube channel (more than following its Facebook page. score of 100. 13 million). www.greenlightdigital.com | T: +44 (0)20 7253 7000 The most visible websites, advertisers and brands on Google UK. Learn more about our research Get in touch Download free reports 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 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: Our sector reports are a great way to benchmark your company’s search performance. They provide a solid foundation from which to plan future search activity and help realign your search strategy. www.gossip.greenlightdigital.com Contact Ian Hucklesby | Head of Business Development +44 (0) 20 3326 6237 | E: [email protected] How the report was created Disclaimer: We used industry data to classify a selection of the most popular search The information provided in this report is for information terms that customers used within this sector. We took a set of generic, only and should not be relied upon to enter into any general sector specific keywords that were used when searching. This gave business transaction or to make any commercial us an indication as to the size of the audience that used Google UK. decision. Whilst Greenlight has made every effort to For natural search, we analysed the natural search rankings on Google UK to see which websites and brands were positioned on page one for each term. This 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 keywordspecific visibility. 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. For paid media, we monitored the advertisers appearing in the sponsored However, it is not permitted to exploit, distribute, sell or links for 120 of the top terms analysed. Data was retrieved from Google otherwise make use of the report for commercial gain. It UK regularly on a daily basis during the period to ensure a fair assessment is permitted to reproduce extracts of the report for public of the paid media space and to take into account the ad rotation system interest, provided that the publisher credits Greenlight employed by Google. as the source of the work. For social media, we assessed the top 15 most visible brands in natural search and paid media and assessed them based on the number of followers and the level of interaction they had across several social media platforms. This data was then collated and league tables of the most visible websites in natural search, paid media and social media were created for this sector. In our reports you will find market view data for the industry as a whole, as well as by segment: generic keywords, and specific product/service types. Get in touch to discuss your site’s specific performance. 22 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 a leading independent Search and Social Media marketing agency, the largest of its kind in Europe and the fastest growing. With over 100 blue-chip clients, Greenlight is recognised worldwide for its commitment to delivering record ROI for clients and investing in the future of digital marketing. Greenlight is considered the premier thought leader, publishing widely read industry reports, original research, speaking at trade events and delivering a highly respected digital marketing training programme via the Greenlight Academy. If your online marketing efforts need improvement or you have any questions on this report, why not get in touch?