Tag Archives: Paid Search

It’s All Search

Posted on March 9, 2010 by Tim Kilroy

Search is a big channel. There are die-hard people in the SEO world who never think about paid search as part of search…it’s advertising they say. There are PPC jockeys who have disdain for anything that doesn’t have an easy metric and a quick way to A-B test. Anything else is squishy, they say.

Well, any debate that pits natural search vs. paid search is missing the synergistic whole.

It’s all SEARCH.

Search is about the traffic that comes from results to specific queries. And while there is a difference between the way paid and natural search works, as a marketer, it may help you to think of them as a single channel, because they work together so well.

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New Google Policy for Online Pharmacies Causes Some Google Campaigns to Go Dark

Posted on March 5, 2010 by Suzy Sandberg

Google has implemented a new policy affecting Internet pharmacies, HMO pharmacies, chain drugstores, and mass retailer pharmacies.  Such companies must now be certified by The National Association of Boards of Pharmacy (NABP) through its Verified Internet Pharmacy Practice Sites (VIPPS) program in order for Google paid search keyword campaigns to be approved.  This policy extends to keywords associated with any merchandise on a website that sells pharmaceuticals – not just pharmaceutical products.

For those still awaiting VIPPS certification, Google shut down all keywords across all campaigns beginning last weekend.  Many companies were affected by the policy and few were prepared.  The implications of what Google would do and when they would do it were not clear enough.  A week later, many of these companies remain dark on Google paid search.  A great deal of revenue has been and continues to be lost while these pharmaceutical companies scramble to rectify the situation.

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PM Digital’s Holiday 2009 Rewind Study Released

Posted on March 2, 2010 by Glenn Lalich

This year’s report on paid search performance underscores dramatic improvements for retailers in Holiday 2009 compared to 2008.

PM Digital’s 4Q & Holiday 2009 Rewind report has been released with a look at paid search performance for retailers during the 2009 holiday season.  And as the study quickly points out, what a difference a year makes.  With 12 months’ distance from the bleakness of late 2008—a season in which e-commerce holiday sales actually dropped—online shoppers in 2009 seemed ready to buy with a renewed commitment to enjoy the holidays.

While research firm comScore cited 5% growth for online retailers, PM Digital’s clients saw paid search demand grow 19% on average.  Clicks, conversion and average order value were all up.

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Guide to Online Marketing Conferences and Trade Shows, Part 2

Posted on February 24, 2010 by Suzy Sandberg

Below is the second installment of our trade show roundup with thoughts and recommendations for some of the key conferences for online marketers.

Internet Retailer – Internet Retailer currently hosts two key shows each year – the Web Design & Usability Conference which was just held last week in Orlando, and the larger Internet Retailer Conference & Exhibition in June.  This year’s main conference will be in Chicago from June 8-11.   If you are actively involved in web design, the February show would be valuable to attend.  For more general retail info, I am a big fan of the June show.  It draws a huge crowd (great for networking and exhibiting), and there is a ton of great content.  Our clients also rate this show highly for value and time well invested. 

Shop.org – Shop.org hosts several conferences throughout the year.  The best known and largest of all the online retail shows is the Shop.org Annual Summit in the fall.  This show has frequently been held in Las Vegas , but it’s moving to Dallas for 2010.  The change is unfortunate as I predict they are going to take a hit on attendance.  The Mandalay Bay venue in Las Vegas was much loved and Dallas pales by comparison.  The Shop.org shows have the reputation of being extremely retailer-focused, as opposed to eTail which is more vendor-focused.  Shop.org has retailer-only days and retailer-only events.  But despite their somewhat heavy-handed non-vendor stance, there are many sponsorships available to vendors, although some (like the vendor-hosted tables on retailer-only day) come with a pretty hefty price tag.

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Guide to Online Marketing Conferences and Trade Shows, Part 1

Posted on February 23, 2010 by Suzy Sandberg

I am frequently asked which of the industry trade shows are worth attending.  While PM Digital can’t attend every event, we do have better visibility to these shows than most, so below is the first of two installments that cover our thoughts and recommendations on the ever-expanding online marketing conference landscape.

Because PM Digital has a heavy penetration of retail clients, we attend many conferences in the retail category as will be evident in this roundup.  The list below takes into account that there are generally three reasons to attend trade shows:  1) networking, 2) keeping current, and 3) investigating new technologies.

eTail - eTail hosts two big shows each year.  eTail West (which starts today) is the larger and runs from February 22-24 in Palm Desert; eTail East will be held in Baltimore from August 9-12.   I personally love the timing of the February eTail show since it’s the first big event after the holiday season.  People have had a few weeks to relax and breathe, but they also recognize that now is the time to launch new initiatives in order to maximize the next year-end holiday.  Attendees are definitely looking and researching at this conference.

A common criticism of the eTail shows is that it seems partial to vendors rather than retailers, and this manifests itself in sessions that occasionally sound like paid commercials.  Many of the session panels include vendors, and there are some big keynote slots given to vendors (and as a vendor, we are aware that there is a cost to speak at this show as well as some of the other events).   I once left a multivariate testing session and found one of the companies represented on the panel was also the manning the exits with one-sheeters.  I haven’t seen anything that blatant happen in a while but it’s a good example of how eTail developed its vendor-first reputation.  The August eTail conference is very convenient if you are on the East Coast, and I’ve found it attracts a high-level retail attendee.  It is much smaller than the West Coast show.

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Last Minute Thoughts on Holiday Online Retail

Posted on December 23, 2009 by Suzy Sandberg

The major snowstorm on the East Coast on Saturday and Sunday lifted online sales for 67% of PM Digital’s retail clients an estimated 10% vs. what they would have seen for the weekend without the storm.  For the apparel category, specifically, this lift affected 71% of PM Digital clients.

The strong weekend results for online sales is icing on the cake to a strong overall holiday season for ecommerce.  As has been reported by comScore and others, online sales are up year over year in 2009 vs. 2008, so there is a lot to celebrate.

Some of the key drivers in lifting sales this year in particular were 1) promotions; 2) gift cards; 3) egift cards) 4) accurate forecasting (running budgets high on the best days and scaling back on lower-converting days), and 5) taking advantage of best practices in search strategies.

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A Final Holiday Prediction for Online Retail

Posted on December 11, 2009 by Chris Paradysz

Significant marketing opportunities remain during the final shopping days of 2009.

Using this year’s performance data, including clicks, conversions and sales, combined with the current demand run rate versus forecasts, I anticipate a rapidly accelerating online growth curve beginning on December 16th and 17th and growing through that weekend. And, the last-minute burst on the 21st to beat the shipping cutoff is going to be unprecedented. There’s a big opportunity to get ahead of this with promotions, search copy and even bid management so retailers can capture the demand and take a little pressure off the order influx.

There have been significant buying pattern shifts all Holiday season, particularly during the Black Friday to Cyber Monday run-up. Consumers who have been waiting it out for better promotions will be rewarded as they have been now for the past two seasons. We believe we’re going to see progressive growth starting this weekend, and that this year’s high-water mark could surpass CyberMonday.

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Paid Search and ROI: A Sure Thing for Marketers this Holiday Season

Posted on November 30, 2009 by Suzy Sandberg

Invest in search now to put you a step ahead in 2010.

Depending on your definition of ‘investment’ and ‘return’, search this Holiday is being asked to be as solid as investing in dollars in 2005.  And, for most, it will deliver. But search’s ability as an investment vehicle today is struggling, better yet, starving for capital.

Many players have narrowed paid search’s scope and potential because of the need to deliver month-over-month revenue and profit consistency, despite the fact that year over year, search has proven it can be a consistent, star performer. And in better economies, it was used to prod the market because of its unique ability to instantly gauge and measure interest in products, services, messaging, brand positioning, promotions and more.

As we sit here on Cyber Monday during a time of year when experimentation can be disproportionately higher (to capitalize on naturally higher yields), do we run the risk of compromising next year’s opportunities for this year’s demand and profits?  The answer is yes. But let’s be sure that we understand the expense implications for next year when aggressive growth will be back in vogue and required by management and shareholders.  There will be zero tolerance and jobs will be on the line – talk about pressure.

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Black Friday Search Trends, Past and Present

Posted on November 13, 2009 by Glenn Lalich

“Black Friday” search data from Hitwise underscores how consumers are increasingly plugged-in to online retail research and deal hunting.

I sat in on a good session from Hitwise Research Director Heather Doughtery this week that looked back at Black Friday 2008 and offered some preliminary stats for Black Friday 2009. The findings are fairly predictable and mirror what we know from our own data:  consumers are researching earlier and looking for deals.  The bigger question for this season is to what degree the economy and unemployment will accelerate the thrifty, marketing-savvy behaviors already in play.  Below are a few takeaways:

Black Friday searches start earlier each year. Per Hitwise, early “Black Friday” searches in 2006 started the week ending 9/30; for 2009 those same searches started the week ending 8/8.  At this rate, “Christmas in July” may lose its oxymoron status by next year.  Of course we’re talking searches, not purchases.  But unless a retailer is sitting on headline-grabbing price reductions for late in the season, capturing mindshare early is crucial.  Consumers need to know where the good deals are coming from, and a retailer may have to expend more effort now if they haven’t laid the groundwork already.

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A Marketer’s Quick Guide to Universal Search and Vertical Search

Posted on October 13, 2009 by Suzy Sandberg

Universal search and vertical search appeal to different types of searchers and searches.  But does either appeal to marketers?

We continue to receive a good number of questions about universal search (how can we retain our ranking?) and vertical search engines (should we be using them?)  For guidance, below is some topline marketing perspective on the relative strengths and opportunities for each.

Vertical Search

With search having become a mainstream necessity for consumers and a lucrative media channel for the search engines, vertical search engines will proliferate over the next few years.  Examples include TheFind (consumer goods), Kayak (travel) and MyRide.com (automotive).  As far as marketers’ acceptance and use of these as a media channel goes, it will depend on several factors.

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