Search: More Than A Large Number
As the ever-ravenous buying habits of consumers continue to grow, so does the importance of Search for advertisers. Darran Snatchfold, MSN market insight analyst – search, explores whether Search can be considered as a true ‘media’…
When the advertising community thinks of Search, it thinks of VERY large numbers – the earnings of Google, for instance, or the fact that 750,0001 searches are made around the world every single minute.
Yet, whilst debate rages amongst traditionalists as to whether Search should be seen as a ‘media’, the true value it brings to a media or marketing plan is in danger of being lost amongst these enormous numbers.
Simply quoting the rapidly expanding volume of searches being made (the nearest we get to an OTS figure) undersells this fledging ‘media’ as a communications tool. A search ad is more than a passive touch-point between advertiser and audience; it is a dynamic connection between proactive consumer and online brand experience – the website. As such, saying how many eyes get to see the ad is the wrong place to stop in order to judge its true potential.
Recent studies from Microsoft Digital Advertising Solutions have looked beyond search queries towards interaction resulting from search activity. By doing so we begin to see Search is more than a BIG number – it is arguably the most efficient communication channel at influencing the modern buying cycle.
Yet the value of the search click delivered by the different engines is not the same.
Search Visibility Now Vital To Retailers
With online an increasingly popular retail outlet amongst consumers, its primary shopping guide – Search – is playing an increasingly pivotal role in dictating their choices.
To what extent was highlighted when we looked at sales made at a set of major UK online retail sites in the lead up to Christmas 2006. Latest technology from ComScore allowed us to track not only Search’s ability to deliver prospects to the sites, but its direct contribution at the checkout.
Results showed how consumers increasingly turned to search to source the perfect gift. Advertiser’s payback from Search Engine Marketing (SEM) peaked in December when 18% of all online transactions were made by those arriving straight from the search results page. Furthermore with the average basket size of those coming from Search nearly 20% higher than those arriving from elsewhere, SEM made an even greater contribution in terms of pounds spent – once more peaking in December when 21% of all online sales revenue came straight from a Search click.
With such strong influence over the consumer, visibility on the Search results page is rapidly developing into a must for any retailer wishing to maintain its place on the modern consumer’s short-list.
Click Worth Varies By Search ‘Channel’
One rule of traditional media you can apply to this non-traditional media is that audience responsiveness varies by vehicle.
Microsoft worked with Atlas – the leading provider of digital marketing technology – to independently measure the relative quality of the clicks delivered to advertisers in the UK. Seven key clients with active Microsoft, Yahoo and Google Pay Per Click (PPC) accounts were randomly selected to take part in the study. Atlas’ systems enabled us to assess performance throughout the Searcher’s online purchase journey. Every visit to the advertiser’s site was tracked through to final confirmation of sale – or whatever page on the site was chosen by the client as the most relevant measure of ‘success’.
Conversion rates from Microsoft’s Live Search were higher in six of the seven campaigns measured and, on average, the clicks delivered by Live Search were 35% more likely than those from the other major engines to achieve the campaign objective set.
Search as the Facilitator of Brand Engagement
Until now ‘engagement’ has rarely been mentioned when it comes to Search advertising. However, whilst no ordinary ‘media’ channel in its function, Search plays no less a role in facilitating brand engagement amongst today’s consumers. Search provides the online connection between consumer and brand experience.
To measure Search’s ability to deliver an engaged audience, Microsoft examined the most precious of advertising commodities – time.
Previous research2 has shown that those searching on Google and Yahoo will spend longer on the results pages than those using Live Search. However, greater time spent searching a topic increases exposure to competing brand offerings.
So using the Nielsen//NetRatings tracker of search behaviour, we looked at the most relevant measure of time when it comes to search advertising – the amount of time the searcher will spend on the site they click through to from the results page.
Over three months the Live searcher was found to spend, on average, 34% more time on the site they click through to versus the average visitor from search in the UK. For those advertising on Live that means significantly more time for the consumer to learn, connect and ultimately commit to their brand.
The evolution of consumer buying habits means Search’s place on the media plan is proving vital for an increasing array of advertisers. The evolution of industry thinking and research techniques is helping ensure that that place is based on an understanding of each engine’s true worth rather than just their rapid top-line growth.