Darran Snatchfold

1
Quality of the Live Click

• Darran Snatchfold
• Trade Research Manager

2
different
engines
used differently?
3
Apparently So

portals rich in content and services may tend to
appeal toward a more buyer friendly demographic.
Google, meanwhile, may appeal to more browsers
those with less of an intent to buy

WebSideStory
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Clue One Previous Purchasing
The Live audience is more likely to
often refer to the internet before making a
purchase
103
bought the last product sourced on the internet
spent more than 2,000 online in the last 6 months
Index 100 Average UK Internet User
Source TGI Internet Wave 10
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Clue Two The Search Session
2.8
Searches per Session
5.9
Source Comscore QSearch
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Clue Three The Law of Search
a search on Live Search is
Percentage of Searches That Contain 3 or More
Terms
50
20
more likely than a search done on Google to
contain 3 or more terms
13
Source Hitwise UK
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more
focus
different
engines
Does more focus to the search lead to a
successful site visit?
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success means different things to different people

Someone
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Success From The Search Click Depends on the
Audience, Campaign and Product
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Therefore Measuring The Success From Search
Should Come in More Than One Form
Relevant Measures of Success
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time is the most precious asset right now. If we
can be worth their engagement, that's the highest
benchmark for advertising
(media) puts too much emphasis on numbers, not
quality... the involvement and interactivity of
consumers is more important than absolute numbers

Jim Stengel, CMO, Procter Gamble
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Site
Click
Search
Results
BUT it is not time spent searching that leads to
your success
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You are more likely to be on their short-list
They are less likely to be looking at the
competition
They are less likely to be surfing around
But more time on your site
14
The greater the opportunity they have to learn
about your brand
The greater their commitment to your brand beyond
initial search
The greater the opportunity they have to connect
with your brand
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Search
Results
Click
Site
Average Time Spent on Destination Site By
Searchers Coming from
and it is time on their site that advertisers are
paying for with Live Search
Source NNR UK
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the Live Search click will stay
Source NNR UK
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Oh No the methodology
Real Trend
findings based on 3 months data
Robust Methodology
taken from the Nielsen Netratings MegaView Search
panel of approximately 5,000 households.
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Stickiness Varies
Average Time Spent on Destination Site Clicked
Through To, by Category
Source NNR UK
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Longer Engagement
Vs


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Does more focus to the search speed up the leap
from search to conversion?
greater
engagement
different
more
higher
conversions
engines
focus
34
?
more time spent on the advertisers site
visit to a secured page of the destination site
Source NNR MegaView Search UK
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Not again
True Trend
findings based on 3 months data
Robust Methodology
taken from the Nielsen Netratings MegaView Search
panel of approximately 5,000 households.
Plus
to open this analysis up to the full range of
advertiser sites, we have assumed a conversion
has occurred when a searcher enters a secured
area of the destination site.
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Secured Leads To Success
New Customer Enter Payment Details
Returning Customer Access Account
Secured Page
New Lead Enter Personal Details
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Percentage of All Click-throughs that Continue to
Secure Page of Destination Site
evidence that the MSN/Live Searcher is more
likely to bring immediate returns... and further
evidence of more immediate goal-orientated
searching as opposed to browsing
Source NNR UK
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Greater Returns
For UK advertisers, the Live searcher is
70
more likely than the average searcher to convert
within their site visit
twice
and
over
as likely as those coming from Google
25
Dont Believe Me?
Oft quoted US study by WebSideStory
MSN 6.03 Yahoo! 4.03 Google 3.83
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Remember The Value of Search Beyond The Immediate
Take the example of Travel
Timing of Conversion
during initial search session
1-4 weeks after
5-8 weeks after
initial search
lifetime worth?
10
45
45
Online Travel Searches in UK Within 8 weeks of
Search
Source Comscore 2006
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Live Search the click that counts
greater
different
better
more
results
engagement
engines
focus
34
70
more time spent on the site
2 new measures
more likely to convert within their site visit
visit to a secured page of the destination site
Source NNR MegaView Search UK
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