I was fortunate to be able to attend SES in San Francisco this year. This year was all about the convergence of search, display and social. Clearly some good learnings for us an an agency but also for our clients.
Here are my 5 take -aways:
1) There is no longer a clear line between Online advertising, Search and social media. Some proof points:
- Social and real time search are changing the way we think about optimizing sites (SEO) for search
- Google’s search growth will be display and video
- Re-marketing is giving us opportunity to cross-pollinate all 3 channels
2) Social Media can not be ignored
- Jeff Hayzlett (ex Kodak CMO) redefined ROI as ‘Return On Ignoring’
- Rumors are Google is considering using social media metrics as patr of its algorythm
- Some social meidia platforms are ideal for distraction. Search is not as it is designed to drive a transactional behavior
3) 3 things you can do to improve your Paid Search
- Do not give visitors too many options. Buy or engage. Engage but not distract
- Search is becoming more granular. Gauge results by time, location, demographics etc.
- Do not neglect the content network as we used to. Google is investing heavily to make it work.
4) Selling search to the C-suite
- Online experience starts with search
- Show missed impressions and show share of voices. If we don’t do this, this is what would happen
- Show customers looking for mass media and then go online
5) Eyetracking update
- People ignore thinks that look like ads (no text on images)
- 3 click rule is nonsense. People are prepared to click up to 27 times to get what they really want
- No image on contact us page. People want a phone number or form
- People don’t look at Stock photography. They are too polished
- If you type video in a search engine, your eyes will expect to see a video thumbnail