Search Advertising

IInformation and insights on search as a marketing channel

Search Advertising

Matthew Dodd, Warc Exclusive, MAP, March 2014
This presentation describes research findings from a digital media consortium formed of publishers and advertisers which sought to understand and change the way digital media impact is measured. The research involved collecting data across the marketing mix and modelling their impact.

Stephen Whiteside, Event Reports, ePharma Summit, February 2014
This event report discusses how Viagra, Pfizer's erectile dysfunction drug, sought to tackle the problem of counterfeiting by launching an ecommerce-based home delivery service. Around a third of the 20 million online searches for Viagra each year led to sites selling copies of the product, not the real thing.

Niall MacKenzie, MEC, February 2014
This article describes how paid search is changing with the rise of mobile and tablet devices, including a movement of pay-per-click (PPC) from desktop to mobile. Paid search is predicted to continue to develop as marketers look to it as a 'first contact' branding exercise, rather than in pure ecommerce terms.

Research on Warc, NewsCred, January 2014
This report discusses content distribution strategy, arguing that the best strategy will vary according to business goals and the target audience. Distribution methods include paid media (such as search), online ads, social media and native ads; and organic media such as social media, free content platforms like YouTube, crowdsourcing, SEO strategies and lead nurturing.

Juan Vargas, Admap, February 2014
This article discusses search engine optimisation (SEO), arguing that gaining the top result is not the most important things. After conducting analysis across sectors, it was found that for some keywords, results placed lower down the page gained more clicks.

Stephen Whiteside, Event Reports, NRF Big Show, January 2014
This event report discusses how IBM, the technology giant, Fluid, the digital shopping consultancy, and The North Face, the outdoor apparel chain, have attempted to give ecommerce a more human touch. To do so, they are using some of the most advanced technology currently available – IBM's Watson, the cognitive computing system which previously beat human competitors on the game show Jeopardy! By using this platform, retail consultancy Fluid transformed the into an interactive experience that replicated the kind of customer service provided in physical stores.

Case Study

Kuoni holidays
Direct Marketing Association - UK, DMA Awards, Bronze, 2013
This case study describes an SEO campaign by Kuoni, the luxury holidays company based in the UK, which sought to increase organic traffic to the website whilst reducing budget by 5%. 70% of the budget was used for creative services, with an emphasis on images of holiday locations. The approach to content creation included responding to news and global events in a timely way, to gain traffic at peak times.

Michel Laroche, Isar Kiani, Nectarios Economakis and Marie-Odile Richard, Journal of Advertising Research, Vol. 53, No. 4, 2013
Amid the plethora of research on advertising effectiveness, the authors of the current study believe consumers' online search behavior, subsequent to exposure to traditional advertising messages, has been understudied. Using data from a major telecommunication company, this study's findings support the influence of employing multiple channels, advertising expenditures, and television and online advertising on consumers' tendency to follow through with their own online investigations.

Stephen Whiteside, Event Reports, Chief Strategy Officer Summit, December 2013
This event report describes how Barclaycard, the credit card brand, launched a new travel rewards product in the US. A marketing budget lower than competitors' meant that the company needed to take a different approach to the big TV campaigns dominant in the category.



Google enhanced campaigns

Mindshare on tracking Google's evolving products


Search Advertising

Warc's pick of the most effective case studies


Make your brand a verb

How brands achieve ROI on their choice of search words