greenlight's flights sector report, issue 9, may 2013

The greenlight sector

REPORT

An exclusive snapshot of the online Search & Social Media market

‘Mobile Advertising -Why haven’t we fully embraced it yet?’asks Hannah Kimuyu.

Exactly what will it take for brands to embrace the new reality of search?Adam Bunn discusses.

What could Facebook’s new product ‘Home’ mean for your brand? Article by Sam Haseltine.

MAY 2013

PRODUCT FOCUSDomestic destinationsGenerics Long-haul destinationsShort-haul destinations

The Greenlight Sector Report

Advertisement

Apply to [email protected]

ARTICLE

Contents

What will it take for brands to embrace the new reality of Search?

Interflora’s recent run in with Google gets Greenlight’s SEO Director, Adam Bunn, questioning the ‘state of link building’.

36

The Impact of Facebook ‘Home’

How can we get the most from mobile advertising?

Integrated Search &Digital Strategies

3233

Article by Paul Byrne

29

feature articles

17


4 Foreword

6 Natural Search

17 Article: Exactly what will

it take for brands to embrace the new reality of Search?

19 Paid Media

29 Article: Mobile advertising

31 Integrated Search

33 Article: Integrated Search & Digital Strategies

35 Social Media

36 Article: The impact of Facebook Home 38 About this report

foreword

At Greenlight, we pride ourselves on being thought leaders

within the Search industry. Utilising our unique data

aggregation and visualisation platform, Hydra, we are able

to track, record and analyse consumer search behaviour

in any given market vertical, which in turn leads to the

creation of our industry renowned Sector Reports.

Each report gives an indication to the size of the potential

online audience and examines the most visible websites

and advertisers on Google UK. In the past few months,

we have worked hard to improve our Sector Reports by

giving them a new look and feel, updating the keyword

sets we analyse and adding mobile search data to the mix,

thus providing insight into how searches differ on different

devices.

We hope that you enjoy the updated versions of our

Sector Reports. If you have any suggestions on how

we can improve our reports, please contact us at

[email protected].

Kind regards,

Alicia Levy

by Alicia Levy, Greenlight CMO

GREENLIGHT WELCOME

Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | +44 (0)20 7253 7000

Executive Summary

This report profiles search behaviour for the online Flights sector. It analyses which websites, advertisers and brands were most visible in the Google UK Natural Search and Paid Media listings, when consumers searched for flights-related terms. This report also assesses which brands interacted well on the Social Media networks. In our analysis we established that:

opodo.co.uk was the most visible advertiser for Flights-related searches on mobile devices, achieving a 73% share of voice.

skyscanner.net was the most visible website for Flights-related searches on laptops/desktops, achieving a 90% share of voice.

Queries for short-haul related keywords accounted for 31% of all searches made using laptops/desktops and 34% of all queries

made using mobile devices.

In May, 3.2 million queries were made by consumers searching for flights-related terms on laptops/desktops and mobile

devices (tablets & smartphones).

Percentage breakdown of searches made for each subsector (laptops/desktops):

Percentage breakdown of searches made for each subsector (mobile devices):

Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 5

Natural Search

May Overview

In May 2013, 3.2 million searches were made for flights-related terms using laptops/desktops and mobile devices. The graphs below show a breakdown of the number of searches made for each of the subsectors analysed in this report, as well as an overview of the total number of searches made for the online flights market in the past 12 months.

Retrospective 12 month view of the online flights market

Breakdown of subsector searches by platform (May 2013)

Searches for short haul destinations

were most popular on

laptops/desktops, accounting for 31%

of all searches made for the sector.

In May, 560,149 searches were made

for flights-related keywords using

mobile devices.

In May, 2.7 million searches were

made for flights-related keywords

using laptops and desktops.

At a glance

Flights Sector Report | May 2013 | The most visible websites and advertisers on Google UK 6

Flights: Overall Laptops/desktops: 2.7 million searches

In May 2013, 2.7 million searches were made using laptops and desktops for flights-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 4,539 keywords analysed.

The 20 most visible websites on laptops/desktops:

Top 10 search terms:

cheapflights.co.uk attained an 85%

share of voice through ranking for

3,840 keywords, including the search

terms ‘cheap flights to Spain’ and

‘flights to Athens’.

skyscanner.net was the most visible

website, achieving a 90% share of

voice through ranking for 3,834

keywords, including the search terms

‘cheap flights’ and ‘cheap flights to

London’.

In May, the keyword ‘cheap flights’ was

queried 450,000 times, accounting for

17% of all searches made using

laptops/desktops.

LAPTOPS/DESKTOPS:


Natural Search

Flights: Overall Mobile devices: 560,149 searches

In May 2013, 560,149 searches were made using mobile devices (tablets & smartphones) for flights-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 4,539 keywords analysed.

The 20 most visible websites on mobile devices:





terms ‘cheap flights to Iran’ and ‘cheap

flights to Mexico City’.


website, achieving an 86% share of



‘fly to Belfast’ and ‘flights to Dubai’.



20% of all searches made using mobile

devices.

MOBILE DEVICES:


Flights: Generic keywords Laptops/desktops: 780,930 searches

In May 2013, 780,930 searches were made using laptops and desktops for generic keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 148 keywords analysed.




share of voice through ranking for 110


‘cheap flights’ and ‘cheap flights’.



voice through ranking for 110 keywords,

including the search terms ‘cheap

flights’ and ‘compare flight prices’.



58% of all searches made using

laptops/desktops.

LAPTOPS/DESKTOPS:


Natural Search

Flights: Generic keywords Mobile devices: 188,644 searches

In May 2013, 188,644 searches were made using mobile devices (tablets & smartphones) for generic keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 148 keywords analysed.






‘cheap flights direct’ and ‘cheap

airlines’.




including the search terms ‘air fare’ and

‘direct flights’.



58% of all searches made using mobile

devices.

MOBILE DEVICES:


Flights: Long-Haul Laptops/desktops: 783,297 searches

In May 2013, 783,297 searches were made using laptops and desktops for long-haul related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,556 keywords analysed.



cheapflights.co.uk attained a 91% share

of voice through ranking for 1,444


‘flights to Cape Town’ and ‘flights to

New Zealand’.





‘flights to Hong Kong’ and ‘flights to

Mexico’.

In May, the keyword ‘flights to New

York’ was queried 40,500 times,

accounting for 5% of all searches made

using laptops/desktops.

LAPTOPS/DESKTOPS:


Natural Search

Flights: Long-Haul Mobile devices: 155,305 searches

In May 2013, 155,305 searches were made using mobile devices (tablets & smartphones) for long-haul related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,556 keywords analysed.



cheapflights.co.uk attained a 91% share

of voice through ranking for 866


‘cheap flights to Iran’ and ‘cheap flights

to Mexico City’.



voice through ranking for 869


‘flights to Dubai’ and ‘cheap flight to

Dar es Salaam’.

In May, the keyword ‘flights to New

York’ was queried 9,900 times,


using mobile devices.

MOBILE DEVICES:


Flights: Short-Haul Laptops/desktops: 830,335 searches

In May 2013, 830,335 searches were made using laptops and desktops for short-haul related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,717 keywords analysed.






terms ‘cheap flights to Spain’ and

‘flights to Athens’.





‘cheap flights to Turkey’ and ‘flights to

Bodrum’.

In May, the keyword ‘flights to

Amsterdam’ was queried 18,100 times,


using laptops/desktops.

LAPTOPS/DESKTOPS:


Natural Search

Flights: Short-Haul Mobile devices: 140,643 searches

In May 2013, 140,643 searches were made using mobile devices (tablets & smartphones) for short-haul related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,717 keywords analysed.






‘cheap flights to Budapest’ and ‘Prague

flights’.





‘flights to Riga’ and ‘flights to

Lanzarote’.

In May, the keyword ‘flights to

Amsterdam’ was queried 6,600 times,


using mobile devices.

MOBILE DEVICES:


Flights: Domestic Laptops/desktops: 316,660 searches

In May 2013, 316,660 searches were made using laptops and desktops for domestic-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,118 keywords analysed.



cheapflights.co.uk attained a 64%



‘flights to Ireland’ and ‘flights to

Newcastle’.





‘cheap flights to London’ and ‘flights to

Glasgow’.

In May, the keyword ‘flights to Dublin’

was queried 14,800 times, accounting

for 5% of all searches made using

laptops/desktops.

LAPTOPS/DESKTOPS:


Natural Search

Flights: Domestic Mobile devices: 75,557 searches

In May 2013, 75,557 searches were made using mobile devices (tablets & smartphones) for domestic-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,118 keywords analysed.



cheapflights.co.uk attained a 45%



‘Aberdeen flight’ and ‘Aberdeen flight’.




including the search terms ‘fly to

Belfast’ and ‘fly London’.

In May, the keyword ‘flights to Dublin’

was queried 3,600 times, accounting

for 5% of all searches made using

mobile devices.

MOBILE DEVICES:


As I write this it’s been almost a month since Interflora’s recovery from the landmark Google penalty caused almost certainly by a large number of paid advertorials and potentially by a number of other link building techniques. Interflora had suffered a milder penalty in 2012 from which it had recovered, but then continued to link build against Google’s guidelines thus in-curring a rarely seen level of wrath from the web spam team that saw them lose rankings not only for all of their generic and long tail que-ries but also their brand – an almost unheard of level of severity for a link based penalty. It seems an opportune time to put down some of my thoughts on the “state of link building”, current and future.

Linking without linkingAs social media becomes the de facto way of expressing appreciation for a piece of content, naturally given links are becoming vanishingly

rare. Frankly, why would you bother when you can press a

“share” or “like” button and be done with it?

Meanwhile there is a flight of SEO’s to the few remaining link building

“techniques” that are collectively deemed “safe”, however misin-formed they may be.

Various forms of semantic markup that allow content to reference its source without an explicit link may also prove important in the future. Google’s proprietary authorship markup is widely hyped but is just one example of a burgeoning pool of schema and microformatting options for content providers.

Make no mistake: search engineswill have to use these “non-link”link signals more in the future. After all, they are companies that have historically leant on links as a signal, but are now faced with a

shrinking pool of those links, a greater and greater percentage of which are manipulated (if you think about it for long enough you almost start to feel sorry for them).

Mixed messages from GoogleFor marketers, things are getting confused by Google’s apparent mixed messages on various types of link, caused by their increasingly prominent television advertising for the Chrome browser and the connected “ecosys-tem” of Google services. In a classic case of the left hand not talking to the right, paid advertorials, sponsored posts and product reviews have all received apparent endorsements by Google on the one hand while various penalties, warnings and guidelines tell a completely different story.

“Google’s hypocrisy is bound to raise ire & confusion in equal measure.”Take product reviews. The basic ap-proach here is to identify a number of bloggers in your industry with a desirable following and send them free products to review. From there angles vary, from the obviously unnatural “in return for me sending you this I expect a link to this page with this anchor text” to “here’s a product, do what you will”. The former line is explicitly named and shamed in Google’s webmaster guide-lines, and the shades of grey in the middle have various degrees of risk. A highly trumped campaign by Interflora resulted in many product review style blog posts, many of which had links to Interflora that might have been deemed unnatural (note that nobody except Google, including probably Interflora themselves, knows exactly which links if any contributed to their penalty aside from the paid advertori-

Feature Article

Exactly what will it take for brands to embrace the

new reality of search?

FEATURE ARTICLE

Interflora’s recent run in with Google gets Greenlight’s SEO

Director, Adam Bunn, questioning the ‘state of link building’.


als that are about as open and shut a case as it’s possible to get).

Meanwhile, the current Google Chrome above the line campaign you may have seen on TV recently (http://youtu.be/E0qDrRJT4zE) fea-tures the story of Cambridge Satch-els, a start up company that sends products to fashion bloggers as part of its online marketing strategy. In the ad this results in YouTube video reviews, but Google certainly runs the risk of being seen to explicitly sanction sending products to blog-gers in return for promotion, includ-ing by extension links. In reality of course, Chrome’s marketing team just aren’t talking to Matt Cutts and his web spam team, proof of which came when a paid advertorial and a number of sponsored blog posts for Chrome went live on the day that Interflora was banned including followable links to various Google pages. At the time of writing, Google seems to have removed the specific posts that were widely reported on but others still remain, including its links (search for “this blog is part of a series sponsored by Chromebooks” in quotes to unearth some). This hypocrisy is bound to raise ire and confusion in equal measure.

18Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | +44 (0)20 7253 7000

In March Matt Cutts told us to expect a “very large” Penguin update at some point this year. Penguin is the closest thing to an algorithmic version of a member of the web spam team, dishing out ranking

“filters” that feel like link penalties, thus far to a very small number of sites (to date Penguin updates have

typically affected less than 0.5% of search results). It’s difficult to say what constitutes “very large” but I think it is now quite obvious (despite Chrome’s best efforts) that in general Google expects market-ers to be going cold turkey on link

“building” and doing things properly. At the moment this has resulted in a lot of noise about content market-ing.

Unfortunately I am not convinced that many people really get what this means. I recently attended a content strategy conference full of people whose jobs revolved purely around content. The thing that struck me most clearly was that the concept of assigning value to content was seen as weirdly alien. In particular, in a session dedicated exactly to this topic, the speaker had to explain what ROI meant and

felt the need to speak to the del-egates like a room of primary school pupils. For someone coming from an online marketing background it w as faintly condescending and frankly bizarre.

I have written often in the Greenlight magazine of the need to blend the various strands of on- and off-line marketing into compelling campaigns and I’m more convinced than ever now that success will come from mashing creativity together with the science of numbers driven market-ing – call it content marketing if you like. Perhaps the Interflora case and the threat of a looming super algo-rithm update will turn out to be the tipping point that convinces brands to embrace the new reality we find ourselves in.

The 2013 Google Super Algorithm Update

By Adam Bunn, Director of SEO, Greenlight

Flights: Overall Laptops/desktops: 2.7 million searches

In May 2013, 2.7 million searches were made using laptops and desktops for flights-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 4,539 keywords analysed.

cheapflights.co.uk achieved a 73%

share of voice through bidding on 2,915

keywords, at an average ad position of

5.

In May, opodo.co.uk was the most

visible advertiser, achieving a 73%



5.

LAPTOPS/DESKTOPS:

The 30 most visible advertisers on laptops/desktops:


Paid Media

Flights: Overall Mobile devices: 560,149 searches

In May 2013, 560,149 searches were made using mobile devices (tablets & smartphones) for flights-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 4,539 keywords analysed.

bespokeoffers.co.uk achieved a 64%

share of voice through bidding on

2,777 keywords, at an average ad

position of 3.

In May, cheapflights.co.uk was the

most visible advertiser, achieving a

72% share of voice through bidding on


position of 2.

MOBILE DEVICES:

The 30 most visible advertisers on mobile devices:


Flights: Generic keywords Laptops/desktops: 780,930 searches

In May 2013, 780,930 searches were made using laptops and desktops for generic keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 148 keywords analysed.

The 5 most visible ad creatives on laptops/desktops:


monarch.co.uk displayed the most

visible individual ad creative, achieving

a 77% share of voice.

travelzoo.com achieved a 93% share of

voice through bidding on 124


5.




129 keywords, at an average ad

position of 2.

LAPTOPS/DESKTOPS:


Paid Media

Flights: Generic keywords Mobile devices: 188,644 searches

In May 2013, 188,644 searches were made using mobile devices (tablets & smartphones) for generic keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 148 keywords analysed.

The 5 most visible ad creatives on mobile devices:


bespokeoffers.co.uk displayed the most



cheapoair.co.uk achieved an 86%

share of voice through bidding on 85


2.




119 keywords, at an average ad position

of 1.

MOBILE DEVICES:


Flights: Long-Haul Laptops/desktops: 783,297 searches

In May 2013, 783,297 searches were made using laptops and desktops for long-haul related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 1,556 keywords analysed.



netflights.com displayed the most



cheapflights.co.uk achieved a 60%



6.

In May, dealchecker.co.uk was the




position of 6.

LAPTOPS/DESKTOPS:


Paid Media

Flights: Long-Haul Mobile devices: 155,305 searches

In May 2013, 155,305 searches were made using mobile devices (tablets & smartphones) for long-haul related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 1,556 keywords analysed.






worldwideflights.com achieved a 58%



3.

In May, dialaflight.com was the most




1.

MOBILE DEVICES:


Flights: Short-Haul Laptops/desktops: 830,335 searches

In May 2013, 830,335 searches were made using laptops and desktops for short-haul related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 1,717 keywords analysed.






opodo.co.uk achieved a 74% share of

voice through bidding on 1,492


4.

In May, travelzoo.com was the most




6.

LAPTOPS/DESKTOPS:


Paid Media

Flights: Short-Haul Mobile devices: 140,643 searches

In May 2013, 140,643 searches were made using mobile devices (tablets & smartphones) for short-haul related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 1,717 keywords analysed.






bespokeoffers.co.uk achieved a 68%



3.




922 keywords, at an average ad

position of 2.

MOBILE DEVICES:


Flights: Domestic Laptops/desktops: 316,660 searches

In May 2013, 316,660 searches were made using laptops and desktops for domestic-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 1,118 keywords analysed.






edreams.co.uk achieved a 61% share of



5.

In May, opodo.co.uk was the most




4.

LAPTOPS/DESKTOPS:


Paid Media

Flights: Domestic Mobile devices: 75,557 searches

In May 2013, 75,557 searches were made using mobile devices (tablets & smartphones) for domestic-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 1,118 keywords analysed.






ebookers.com achieved a 71% share of



2.

In May, cheapoair.co.uk was the most




2.

MOBILE DEVICES:


It took mobile advertising almost three years (‘…2009/10/11 will be the year of mobile’) to make a serious impression until we hit 2011 when we saw mobile traffic represent almost 38% of online traffic for retail, and on average 18% for other sectors. Mobile advertising is cheaper, with cost per clicks still coming in at half the price of desktop and is more cost effective, delivering almost twice the average basket value and double the conversion rate. This is also illustrated in our most recent Sector Reports where we now report the different trends in

mobile versus desktop growth; the evidence clearly shows the num-ber of mobile searches is catching up with desktop queries. So what’s the problem, why are most adver-tisers still only dipping their toes into mobile advertising?

12 to 18 months ago site experi-ence was definitely an issue, with many advertisers not even bother-ing to develop a mobile friendly site, never mind considering the various different device sizes. However with responsive website design, advertisers don’t need to worry about whether it’s worth

investing in a separate mobile friendly site. Even Google states that responsive web design is its recommended mobile configura-tion, and even goes so far as to refer to responsive web design as the industry best practice. To explain why, responsive design sites have one URL and the same HTML, regardless of device, which makes it easier and more efficient for Google to crawl, de-mand, and organise content.

Google prefers responsive web design because content that lives on one website and one URL is

Feature Article

MOBILE ADVERTISINGWhy haven’t we fully

embraced it yet?

by Hannah Kimuyu

With just two months until launch, Greenlight’s Director of Paid Media Hannah Kimuyu explores the benefits that Enhanced Campaigns will offer for mobile.



much easier for users to share, interact with and link to, than content that lives on a separate mobile site.

So that’s the site taken care of, however does size really matter because let’s not forget mobile advertising isn’t just about the typ-ical mobile handset, we also have to consider tablet devices into this mix as well. A recent study by YuMe revealed “…that consumer media consumption on mobile de-vices is influenced by environment and context, not just screen size”. The study revealed that consumers are increasingly screen agnostic when it comes to consuming con-tent. By device, 38% of respon-dents accessed entertainment content on their smartphone; 34% on their laptop, and 28% on their tablets. The study proceeded to advise advertisers to throw away their “…screen-by-screen media planning rule books” and to focus on a multi-screen strategy.

This advice is also echoed by Google, who has gone as far as

overhauling its whole advertis-ing channel (the first time since its inception), putting mobile first and announcing the ‘re-launch’ of its Enhanced Campaigns in June 2013.

Enhanced Campaigns is all about ‘…making ads simpler in the contextual world we live in today, yet providing the right reporting and platform to work with’. [Kesh Patel, Strategic Partnership lead for Google’s local channel sales division]

For mobile specifically the three real benefits include -1. Ad Placement Focusing your budget on the context that mat-ters, including time of day, proxim-ity, and type of device.

2. Ad Copy Refocusing your bid-ding strategy and messaging to reflect the different contextual situations, allowing the adver-tiser to be more consistent and automated.

3. Reporting Being able to measure the joint impact of where an ad shows up and what it says e.g. mea-suring app downloads, offers, and click-to-call etc. (Also Google’s first attempt at joining the dots between different devices).

However the developments of Enhanced Campaigns also bring a few challenges, mainly the forced inclusion and impending higher cost per clicks. The higher cost per clicks will of course be a real issue to those advertisers who have enjoyed the cheap, cost effective world of mobile advertising to date. With brand cost per clicks on the rise and the increase in CPC’s from free shopping becoming a paid format, some may find it all a bit overwhelming to take in.

That said mobile advertising is here to stay and with Google laying out a more sophisticated approach to targeting the user, increased CPC’s aside, mobile advertising is an avenue we at Greenlight are excited about.

by Hannah Kimuyu, Director of Paid Media, Greenlight

So with two months to go before Enhanced Campaigns are fully launched, let’s all embrace mobile advertising once & for all.

Given the trend so far it can only get better!

Which websites/advertisers were most visible overall for laptop/desktop searches?

The graph below analyses the Integrated Search performance of 15 different websites. By taking into account each websites Natural Search and Paid Media visibility, the graph below shows which websites obtained the greatest overall share of voice on Google UK.

Strong Paid

Media visibility

Poor Integrated

Search visibility

Strong Integrated

Search visibility

Strong Natural

Search visibility

5 websites achieved strong

visibility in the Paid Media

Space.

3 websites achieved strong

visibility in the Natural Search

listings.

cheapflights.co.uk achieved

strong Integrated Search

visibility.


Integrated Search

The visibility obtained by each of the websites and advertisers featured in this report have been added together and ranked according to their total visibility in the Search space. The league tables below, therefore, show which websites achieved the greatest share of Integrated Search visibility on Google UK.

cheapflights.co.uk was most visible for

searches on mobile devices as overall it

achieved the highest share of

Integrated Search visibility.

cheapflights.co.uk was most visible for

searches on laptops/desktops as

overall it achieved the highest share of

Integrated Search visibility.

At a glance

The 15 most visible websites in Integrated Search (mobile devices):

The 15 most visible websites in Integrated Search (laptops/desktops):


A fully Integrated digital search strategy is a difficult thing to achieve but is a must for all digital marketers in a com-petitive multi-channel and multi-device marketplace.

The search space has continued to evolve at a rapid pace over the last two to three years with the paid and organic spaces constantly blurring. This can be clearly seen with the likes of Google Shop-ping becoming part of the paid space and aspects such as mega/ enhanced sitelinks appearing in Paid Search ads. The addition of Google Plus and so many search-ers now being signed into Google

has also fundamentally changed the Google SERPs. These recent changes along with the introduc-tion of universal search, a number of years ago, has highlighted the need for truly integrated search strategies.

Marketers need to start using the large amounts of data they have at hand, to see where there is crossover between their organic terms and their paid presence. Clear testing plans need to be developed, incorporating metrics such as traffic, rank, position, conversion data and the volume around keywords. A huge amount of advertisers’ budgets are poten-

Feature Article



tially wasted on keywords they do not need to bid on.

However an Integrated Search based strategy is not simply about whether you should bid for certain keywords or not, it needs to be broader than that and pull in areas such as PR, Social Media and content creation. When plan-ning an Integrated campaign, you should ask: what are our plans for video content, blogger outreach, alignment with above the line marketing plans etc? And how can these elements affect our search presence?This should then lead you to con-sider how to step away from con-sidering just search and construct not just an Integrated Search strategy but the elements involved in developing an Integrated digital strategy. This can lead to answer-ing harder questions, rather than whether you should be bidding on certain keywords or not.

A truly integrated strategy moves away from looking at keywords and asks what the business’s goals are and how they can be achieved in the digital sphere. It suggests that to be fully integrated, a com-pany’s marketing team needs to be wholly aligned. Having siloed individual specialists manag-

ing PPC and SEO separately (all fighting for different budget and different channel targets) is not the most efficient or integrated way to manage your strategy.

This siloed approach needs to change and needs to be driven from the top, businesses need to become ‘Digital First’ companies. C-level employees need to realise that to deliver an integrated strategy, all departments need to be aligned to work towards the business’s goals.

This may require a number of changes

• How does reporting change if the basis for that reporting is last click?

• How will integration fundamen-tally affect the business’s fore-casts?

• How will attribution affect the companies channel/ marketing plan?

• How to remunerate our agency if we are no longer looking at a single channel?

• How will this affect contracts, targets and business planning moving forward?

Over the past few months we have worked with one of our financial clients to integrate

their strategy, making several changes:

• Contract was reviewed so it no longer focused on a single channel

• Targets were changed to become target focused

• All forecasting changed to suit one integrated model

• Billing changed to be based on time rather than percentage of media spend

The above changes can be a dif-ficult one for clients to stomach as it can go to the heart of how their business might be run, how the business has reported its perfor-mance in the past, even as granu-lar as someone’s job specification.

Whatever your view, integration is a necessary change required in today’s digital world. To really embrace it, a business needs to be ambitious and courageous.

Businesses must be able to recognise the changes that need to be made and have the vision to see the benefits a truly integrated strategy and company can deliver.

by Paul byrne, DIGITal accounT DIrecTor, GreenlIGhT.

Social Media Marketing

The league table below analyses the 15 most visible website in Integrated Search (laptops/desktops) and lists the number of followers each brand had on several of the main Social Media channels in May 2013. Brands in this league table are ranked according to a Klout score, which bases its calculation on brands' influence and ability to drive actions on social networks.

Jet2.com was the least visible

brand in our Social Media

analysis, with a Klout score of

28.

Travelzoo had the largest

number of Twitter followers

(325,797).

British Airways was the most

visible brand in our Social Media

analysis, with a Klout score of

89.

28 77 156,413 0 56,536 101 Jet2.com 15

45 104 1,763,240 277 66,845 1,553 ebookers.com 14

51 3 1,314 138 20,169 3,033 Opodo 13

52 18 311,241 1,217 7,125 3,367 TravelSupermarket.com 12

54 1 1,721 166,549 11,452 3,634 dealchecker.co.uk 11

58 336 262,878 0 44,361 6,549 eDreams.co.uk 10

58 35 88,740 87,130 30,148 3,372 Netflights.com 9

67 119 54,575 1,879 679,722 325,797 Travelzoo 8

73 182 233,737 505 58,733 24,859 Monarch 7

80 278 202,996 1,977 105,819 63,575 Skyscanner 6

81 25 92,189 1,521 151,814 30,812 lastminute.com 5

81 177 57,367 86 133,197 25,458 CheapOair.co.uk 4

83 7 102 1,593 218,506 72,793 Cheapflights.co.uk 3

85 504 426,963 2,962 147,685 96,204 easyJet 2

89 16,372 7,819,816 2,118,993 873,519 266,306 British Airways 1

Klout Score

YouTube Subscribers

YouTube Views

Google+ Followers

Facebook Fans

Twitter Followers

Brand No


Greenlight’s Sam Haseltine analyses the impact that Facebook’s new product will have for brands .

Despite Mark Zuckerberg describ-ing his company as a “mobile first social network”, up until now Face-book’s mobile offering has been largely fragmented and unreliable; a main Facebook application, with separate apps to improve features such as messaging, managing brand pages, photographing and even poking. Although Zuckerberg has regularly assured consumers that “it’s not the right strategy for us...to build a phone”, anticipation had built prior to its most recent summoning of press to its Cuper-tino base, around what its latest mobile release would involve. They announced Facebook ‘Home’.

‘Home’ is not a standalone ap-plication, rather it’s a launcher for Android which adds a complete integration layer on top of the Android OS. Users will witness a complete overhaul of their phone’s UI (user interface) and Facebook is promising three standout features: Cover Feed, Chat Heads and App Launcher to place people, rather than applications, at the centre of its mobile experience.

Although its intention is to place people at the forefront of mobile devices rather than applications, it appears that with ‘Home’, Face-book is placing additional empha-sis on quality of relationships and content (not too dissimilar to the way Google rolled out Panda and Penguin updates to add additional weight to the quality of a link back

Feature Article

The Impact of Facebook ‘Home’

What could Facebook’s new

product mean for your brand?



2. Focus on building a better relationship

with your customers

By investing in the relationship with the

people who use your Facebook page, you’ll

be building a foundation of trust that will

bring your fans to a place where they’re

more receptive to your content; a place

you’ll need to be in if you don’t want your

fans to grow tired of seeing your content on

their phone ‘Home’ screen.

3. Promoted Content

How Facebook intends to use Home for

promoted content is yet to be announced,

although Adam Mosseri, Facebook Product

Director, says “We’re designing a lot of really

high-quality ad units for Cover Feed.” At this

stage I would anticipate it to involve the op-

portunity for brands to pay a premium rate,

above that for promoted posts, to reach their

existing fan base through Home. Unless this

happens, we can confidently say that Home

will become nothing more than opt-in spam.

to your site when organising SERPs). Facebook’s mechanism for doing so is fronted by a dynamic home and lock screen (Cover Feed), populated by imagery and content from users friends and the pages they have liked. Without the quality of this content being to a high standard, users of the Android launcher may quickly be turned off. Unless their network is populated exclu-sively by professional photogra-phers, it’s highly likely their home screens will become inundated with pixelated images of their friends’ babies and food.

Equally, users of ‘Home’ may find themselves scrutinising the qual-ity of relationships they maintain within Facebook (between friends and brands). Once the relation-ships become the focal point of a device you use as often as your phone, it may soon become apparent that there are many connections that just don’t war-rant the exposure ‘Home’ could give them.

What could Home mean for brands?

Zuckerberg has already expressed his

intention to use Home as an opportunity

for brands to purchase premium advertis-

ing real estate. The potential for this

assumes the success of Home and uptake

by Android users. However, what impact

does it have for brands?

1. Focus on quality content

Your brand’s latest update could find itself

front and centre, in the palm of your cus-

tomers hands when they glance at your

phone. With this in mind, the quality (res-

olution, visual appeal, lighting etc) needs

to be better than it’s ever been if you’re to

stand out and grab your customers atten-

tion. On the contrary, if the quality is poor,

you will not only be losing an opportunity

but also may find yourself losing fans and

engagement levels dropping.

What other opportunities could Home introduce?

Inadvertently it’s possible that Facebook has heralded in a new dawn of opportunity for brands. And it doesn’t involve Facebook ‘Home’.

Currently the Android ‘launcher’ marketplace is relatively small; instead consumers opting to trust and use the built in UI. With this in mind and, again, assuming the success of ‘Home’, it could raise awareness and drive adoption of the launcher marketplace. With more consumers realising the

potential of a Launcher, this could open the door for brands to take a leaf out of Facebook’s book and build their own. I know, for one, that if a brand, company, band or sports team were to build an app that afforded me the opportunity to have a mobile experience centred on them, I’d be keen to take it up, especially if it was West Ham United F.C.

Facebook ‘Home’ is new, and there’s more to it than just the Cover Feed. Chat Heads, for example, allows messaging to take place in an overlay on top of other applications so you never have to stop what you’re doing to chat. Equally, the Cover Feed can be turned off. However, once you take

that away and reduce the launcher to just Chat Heads and App Launcher (which is just a menu), what’s really left for users to get excited about?

Regardless of whether Facebook ‘Home’ is popular, brands should still be improving the quality of their content and investing in fan relationships. By getting this right, companies’ Facebook pages and content will become a far richer experience for users. And if Home proves popular, they’ll be in a great place to leverage what it potentially has to offer.

by Sam Haseltine, Social Media Strategist, Greenlight

Natural Search

About this report

How this report was created Disclaimer:

Greenlight’s Research & Insights team collected 4,539 Flights-related terms queried by online consumers. The keyword set was then uploaded to Greenlight’s Hydra platform, which collected volumes for the associated keywords. Hydra then analysed which websites and advertisers appeared for the keywords analysed and from there, ranked websites and advertisers based on their share of visibility in the Natural Search listings and Paid Media space on Google UK. All data displayed in this report is based on a wide range of keywords, and therefore aims to provide readers with a generic overview of the online Flights sector in May 2013.

The information provided in this report is for information only and should not be relied upon to enter into any business transaction or to make any commercial decision. Whilst Greenlight has made every effort to ensure the accuracy of this report, Greenlight cannot accept any liability for any error or inaccuracy found within this document and no warranty is provided regarding its completeness or its suitability for any purpose. The content of the report is the copyright of Greenlight Marketing Limited. The reader may use and circulate the report within its own business organisation. However, it is not permitted to exploit, distribute, sell or otherwise make use of the report for commercial gain. It is permitted to reproduce extracts of the report for public interest, provided that the publisher credits Greenlight as the source of the work.

Bespoke Sector Reports If you can’t find a report which analyses the online industry you are interested in or if you want to analyse a specific keyword set, get in touch and find out more about Greenlight’s bespoke reports. Greenlight currently creates bespoke reports for a wide range of online brands, providing Marketing teams with the insights they need to make informed decisions about their online strategies in the UK and abroad.

Download free reports

Greenlight’s Research & Insights team produce Sector Reports analysing more than 20 different online industries. To view and download all FREE reports, visit www.gossip.greenlightdigital.com

Get in touch

Contact

Ian Hucklesby

Business Development Director T: +44 (0) 20 3326 6237 Email: [email protected]



REPORTPRODUCT FOCUSShoes & Accessories, Dresses,Womenswear,Menswear.

An exclusive snapshot of the online Search & Social Media market MARCH 2013


Exactly what will it take for brands to embrace the new reality we find?Adam Bunn discusses.

What could Facebook’s new product Home mean for your brand? Article by Sam Haseltine.

Introducing the

Greenlight Sector ReportsGREENLIGHT’S INDUSTRY RENOWNED SECTOR REPORTS HAVE HAD A MAKEOVER!

The redesigned reports now cater for 21 different verticals and include mobile search results. WHY? Mobile traffic represents almost 38% of online traffic for retail and on average 18% for other sectors.

If you are interested in downloading our FREE Sector Reports go to: www.greenlightdigital.com/gossip/

COMING SOON

_CRUISES _HOME & GARDEN _ENERGY _LIFE INSURANCE _HEALTH & WELLBEING _MOBILE _ONLINE DATING _CONSUMER ELECTRONICS


REPORT

An exclusive snapshot of the online Search & Social Media market MARCH 2013


Exactly what will it take for brands to embrace the new reality we find?Adam Bunn discusses.

What could Facebook’s new product Home mean for your brand? Article by Sam Haseltine.

PRODUCT FOCUSGenericJob title - specificLocation title - specific

DID YOU KNOW?

Greenlight produces BESPOKE Sector Reports for a wide range of online brands, providing companies with the insights needed to make informed decisions about their online strategies in the UK and abroad. Keen to find out more? CONTACT US NOW.

http://www.greenlightdigital.com/get-in-touch/

www.greenlightdigital.com

Level 14, The Broadgate Tower, Primrose Street, London, EC2A 2EW.

NATURAL SEARCH PAID MEDIA SOCIAL MEDIA WEB DEV TRAINING TECHNOLOGY

greenlight's flights sector report, issue 9, may 2013

Education