Power of Search

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Power of Search
Reach and Engage the Empowered Consumer with
Yahoo Search Marketing
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Agenda
The New Consumer Paradigm
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Value in Controlling the Conversation
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The New Consumer Paradigm
The evolution of the shopping process through the
use of technology
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Information Is Gathered Throughout The Purchase
Process
Gathered Information
Its not a funnel!
Weve always imaged the purchase process as a
funnel but its not. New technology allows
consumers to gather information at all stages of
the purchase process. Half of all consumers
are still gathering information from a variety of
sources right up to their point of purchase. The
Internet is the most utilized source of
information at each stage in the purchase process.
Source Long Winding Road
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Search Is An Integral Resource Prior To Purchase
Search Usage Prior To Purchase (By Category)
If searchers are looking for something you offer,
start a conversation
Consumers have also integrating search into their
purchase process in a big way. Millions of
people are researching their future purchase
using search, even though the vast majority of
purchases are still being made offline
Source 1)Long Winding Road 2) Reach
Engagement Studies
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Searchers Consider More Brands
Pre-Purchase
of Brands Considered Before Purchase (across
product categories Automotive, Finance,
Technology, Retail)
Searchers Are Looking To Be Influenced
Being more engaged and investigative shoppers,
searchers are the shoppers most open to
discovery. At the beginning of the purchase
process, they consider more brands than
non-searchers.
Average of brands considered prior to purchase
Source Long Winding Road ? Indicates a
significant difference at a 90 confidence level
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The Mindset Of A Searcher
Theyre Knowledge Seekers, Not Bargain Hunters
I considered myself to be a serious bargain
shopper
Its important to research new products in order
to make informed decisions
Well, they are bargain shoppers, but no more so
than Non-Searchers. Searchers truly distinguish
themselves as being more engaged and active
shoppers across a variety of metrics
I enjoy shopping for and researching new products
When shopping, dont typically buy right away
I discover new products or services that I buy
later while researching other items
Source Long Winding Road ? Indicates a
significant difference at a 90 confidence level
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Solidifying Purchase Decisions
Searchers Make Up Their Minds Online Are Less
Likely to Change Them Offline
Purchased The Item I Intended To
Building their expertise prior to purchase,
searchers were less likely to change their mind
about the product they wanted while shopping
offline
I purchased the item I intended to when I
purchased offline
Retail Fluency Report, Summer 2005 CMO Council,
in partnership with ConsumerEdge Research
Group Target Offline Purchasers of Consumer
Electronics (Digital Camera, Computer/Laptop,
DVR/DVD player, Printer, TV purchasers) ?
Significant difference at a 95 confidence level
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Whats the Value of Controlling the Conversation?
With searchers more open to influence at the
start of the shopping process but less likely to
change their mind once they reach the stores,
Yahoo wanted to work with marketers and measure
the branding value of search.
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Search Brand Studies Yahoo Capabilities
Measuring Branding Benefits of Sponsored Search

• Survey capability that enables near immediate
  responses from active in-market shoppers of your
  products (e.g. 700 responses)
• Capability is coupled with a competitive
  click-stream analysis of all in-market shoppers
  (e.g. 10,000 shoppers) with test control
  visibility
• Capability can be extended to work for both
  search display advertising simultaneously for
  the largest marketers
• Resource intensive studies with limited pipeline
  high level findings will be shared to benefit the
  industry

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Search Brand Studies Test vs. Control Groups
Requirements The study requires significant
advertiser investment - where online transactions
are not the sole success metric. The advertiser
bids to a premium position for half of the test
period. During the other half, the keywords will
be offline.

• A user searches on a pre-categorized term
• Depending on the time of the search, the user
  will either see the test clients sponsored link
  in a premium position or not
• The next time the user returns to Yahoo, within
  48 hours of the search, Yahoo! will serve the
  user a 3rd party survey invitation
• Survey respondents can be segmented between
  clickers non-clickers to understand full brand
  impact

Listings are turned off and on every 24 hours
to control for seasonality and any potential
effect from offline activity
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Initial Search Brand Study Results

• Message internalization can occur from the simple
  text-only ads
• Statistically significant lifts in brand
  awareness perceptions occurred in some studies
  from exposure alone
• The real power lies in searchs ability to move
  brand perceptions when you get the searcher to
  click
• Very significant brand lift was seen from those
  that visit the brands website versus those that
  dont
• Amazing branding power in the marketers landing
  page website
• Search advertising can change consumer behavior
  increase the amount of time that they spend with
  your brand
• Consumers exposed to search advertising change
  their behavior spending more time online with
  the brand including increased visitation to third
  party content sites about that marketers products

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THANK YOU!
Anne Frisbieafrisbie_at_yahoo-inc.com