Consumer journey and online search (Interview of Rob Griffin – YP National)

YP National.

Today’s consumer journey is almost always kicked off with an online search. And it doesn’t end there — consumers use search to find reviews, compare prices and locate a business near them. This reliance on search gives marketers a unique opportunity to connect with consumers in a meaningful way throughout the decision process.

Over the next few months, we’ll be featuring a series of interviews with search experts to explore the opportunities and challenges for brands in the ever-evolving world of search marketing.

Our first interview is with Rob Griffin. Rob spent the past decade building search marketing teams and product solutions for Havas Media clients worldwide. He possesses a unique global perspective on the next wave of advancements and challenges we should expect for search in the years ahead.

Rob recently brought his transformative expertise back to North America, joining Havas Media’s U.S. management team as EVP of Futures & Innovation.

He spoke with T.S. Kelly and Henry Hall of The Media Strategist about his perspectives on local search and the future of SEM.

While keeping close watch on the dramatic changes happening within local, data, programmatic, etc., what are some of the trends you’re witnessing in the search arena?

To be clear, innovation in SEM is a vital part of my new role. Despite the many ways consumer search is evolving via local, mobile, etc., in the 10 years since I launched the first search department at Havas, the three fundamental reasons why people use search remain unchanged – discovery, immersion and navigation.

1. Discovery — I want to discover something new
2. Immersion — I want to immerse myself in that topic
3. Navigation — Using search as a primary navigation tool

What has changed is how consumers search. Google and a few others still largely own the navigation piece. Much of the discovery and immersion activity, however, has fragmented, splintering off into niche, app-based environments. Our internal numbers show it; depending on the platform or category, over 40% of search activity takes place outside the major search engines.

What does search fragmentation look like from the consumer’s point of view?

Let’s consider John Doe, passionate wine enthusiast, who constantly seeks out new varietals and labels. John starts the discovery process in his favorite wine app, shifting to Facebook for wines friends are discussing and then Twitter to hear from the experts. He revisits his wine app, heads over to Amazon for pricing options, and later utilizes YP for local shopping options. John may even access Expedia for travel ideas to visit the vineyard itself.

All this time, John is continuously shifting focus, ‘zigzagging’ back and forth between immersion and navigation. Google or another general search engine may be somewhere in the zigzag, but typically just playing the navigational role.Consumer journey

That’s a quite a bit of jumping around. How does all this ‘zigzagging’ consumer behavior impact the local search marketer’s planning process?

‘Zigzagging’ creates fragmentation, disjointed and frequently disconnected user experiences, an anathema to attribution and related ad tech in our space. It comes down to two critical SEM challenges, with regard to local – attribution and integrated planning tools.

Attribution. In a ‘zigzag’ consumer scenario, general search engines such as Google lose some ‘connective tissue’ to specialized apps such as local search, maps, etc., living outside of search domains. When consumers go back to Google (for navigation), relevant mid-funnel search activity will be absent. It’s hard to rely on existing attribution models if they’re missing key touchpoints of the consumer zigzag.

 Integrated Planning Tools. Simply, we need more holistic management for all forms of search. Search marketers have lots of tools – Kenshoo, Marin, etc., are OK with Google, Facebook, etc.  However, none offer clearance into search activity inside specialized app environments. Even useful location-specific services like YP — I’d love them further integrated in relation to all other SEM activity.

What would it mean to marketers if the industry could better address these issues?

I could offer dozens of possible applications if attribution could incorporate more apps activity and related tools could better integrate the planning and results. However, bottom line is the bottom line; my SEM teams would not only spend time and investment across more apps and more specialized tools, we would likely have a more holistic view on how to better utilize local for our brands, YP included.

Stay tuned for part 2 of our interview with Rob — coming next week.

42% of Organic Search Visits Now Coming Via Mobile Devices (US)

According to the Digital Marketing Report Q4 2014, a quarterly digital marketing analysis produced by search marketing agency Merkle|RKG, mobile devices are now delivering 42% of the organic search traffic across the three major search engines: Google, Yahoo and Bing.

The report also notes that mobile organic traffic grew 54% in the fourth quarter of 2014 from the same time period one year ago.  In addition, more than half (52%) of all visits to social media sites are from mobile devices(smart phones and tablets).

To anyone paying attention to consumer habits these days, this should come as no surprise.  Nor should it be any surprise that you are missing out on a big chunk of traffic for your website if you don’t optimize it for mobile.

Here are some more reasons you need to go mobile with your online marketing presence:

Mobile users are different.  Mobile users want information in quick, digestible bites so your mobile design should match how they will be using your site.  For more law firms, it is essential to provide an easy way to contact you — a click-to-call button that the user needs to merely tap to initiate a phone call.  You want to include essential information only on your mobile site, and keep the design simple.  Good load speed is critical — 57% of mobile users will abandon your site if they have to wait three seconds for it to load, according to research by Strangeloop Networks.

SEO.  Search engines are now penalizing sites that are not optimized for mobile, so you could see your search rankings suffer if you don’t have a mobile site that works on iOS and Android platforms (smart phones and tablets).

Lead conversion.  Mobile users are much more inclined to take action than desktop users, so your calls-to-action should be highly conspicuous on your mobile site.  If you are using email marketing for lead conversion, realize that 26% of all email is opened on a mobile phone and 11% is opened on a tablet.

Engagement.  Mobile users accessing a standard website will not engage when they have to pinch or zoom to find your content.  If you provide them with a good mobile experience, they are much more likely to return to your site later on a desktop (Google reports that 90% of people move between devices to accomplish a goal).

Loss to competition.  Google says that 41% of mobile users will go to a competitor’s site after a bad mobile experience!

We’re hiring a Paid Search Manager @ Havas Media Brussels

We’re hiring a Paid Search Manager @ Havas Media Brussels – Feel free to forward this to the right person

Job description

Havas Media Brussels is hiring a Paid Search Manager who will be responsible for strategy, execution, and growth of its paid search marketing campaigns. The qualified candidate will have 3-5 years of SEMexperience, preferably in lead generation or other direct response environment.

 The ideal candidate must possess a keen understanding of automotive and finance business, with a strong background in pay-per-click (PPC) management. This role requires the ability to operate on both a strategic and tactical level, touching all aspects of the search marketing roadmap including keyword management, creation of campaign messaging, bidding strategies, creative testing, and analytics.


This position is based at the Brussel office and reports to the Head of Performance.


Key Responsibilities 

  • Act as a Paid Search business manager of the paid search engine marketing channel. Manage the channel by tracking, reporting, and analyzing all PPC initiatives and campaigns; responsible for forecasting and budgeting of channel. Taking the lead in the SEA team.
  • Become a “product expert” in our industry, understand the hot issues and new developments, and create an associated keyword expansion roadmap, working with the Product Marketing team to develop relevant ads and landing page content.
  • Develop near and long-term PPC account strategies, roadmaps and execute day-to-day tactics that increase revenue, site traffic, conversion and margins.
  • Identify and report on key performance indicators, and opportunities for improvement on a regular basis.
  • Day-to-day management and execution of search marketing campaigns including the campaign planning, implementation, budget management, performance review, and optimization of paid search campaigns.
  • Performance analysis, bid management, keyword expansions, creative/landing page testing, and general campaign optimization
  • Identify and evaluate new opportunities in Paid Search to develop
  • Analyze metric data and provide actionable recommendations for campaign optimization
  • Prepare and present recurring Paid Search reports as required
  • Manage and prioritize multiple online marketing projects simultaneously
  • Lead with team members on SEM/Online Marketing process improvement
  • Drive continued innovation and best practice implementation, regularly sharing your knowledge with the Paid Search team and others.
  • Integrate strategies and recommendations into other active marketing channels such as Display, Social, Affiliation; Email Marketing and diigital media.


  • Salary according to your experience in Paid Search
  • Company car + fuel card
  • Smart phone (Iphone/S3) + Mobistar abbo
  • Meal vouchers
  • Group insurance

Desired Skills and Experience

 Knowledge & Skills

  • 3+ years experience managing paid search programs
  • Should hold some combination of the following certifications: Google Adwords Certification, Google Analytics Certification, etc.
  • Requires hands-on knowledge of best practices in SEM and a proven track-record of delivering qualified traffic from both an acquisition and conversion standpoint
  • Exceptional copy writing and editorial skills
  • Strong analytical skills with ability to drive meaningful actions from large data sets
  • Proficiency in MS Office – especially Excel and PowerPoint
  • Ability to multi-task and prioritize in a fast-paced and dynamic work environment
  • An organized individual with great attention to detail and focus on quality of results
  • A self-motivated individual; a good team player
  • Takes accountability and ownership of his/her own work


Deserve extra plus points if you have this experience …

  • Experience in the lead generation and/or online performance space a plus
  • Experience with third-party SEM tools (e.g. Doubleclick Search, Marin, Kenshoo) a plus
  • Experience with Ad Networks, Display, Affiliate Management a plus
  • Fundamental knowledge and experience with web analytical tools and interfaces, i.e. Coremetrics, Webtrends, Google Analytics is a plus
  • Web platform experience including content management and e-commerce systems is a plus
  • Experience in SEO is a plus

Google SEO Update. The Rise of ‘Not Provided’ & Hummingbird ( Havas Media Group Focus)

Two recent changes have significantly affected Google SEO best practice – the move to 100% encrypted search resulting in the rise of ‘Not Provided’ keyword data and the launch of the new Hummingbird algorithm. This POV explores the impact of both these changes in detail and helps marketers understand how to adapt their SEO approach accordingly.

Le display va dépasser le search en 2016

Le display va dépasser le search en 2016

Dans le Q2 2013 Global Media Intelligence Report, Agregate Knowledge met en avant les tendances les plus marquantes chez les annonceurs et les agences : ad-exchange, portail, display, social… afin d’en déterminer les performances basées sur les objectifs en matière de coûts, reach, qualité des clients, attribution… Au total le marché publicitaire américain va dépasser les 189 milliards de $ en 2016

The History of SEO (Hubspot)

SEO has changed a lot over the last two decades. We all know about Google Panda & Penguin, but did you know there was a time when search engine results were returned by humans? Crazy right? We take a trip down memory lane to chart some of the biggest events in SEO that have helped shape the industry today.

Search, vidéo, RTB et mobile moteurs dans la croissance de 4% de l’e-pub au 1er semestre 2013 (infographie) – Offremedia

Search, vidéo, RTB et mobile moteurs dans la croissance de 4% de l’e-pub au 1er semestre 2013 (infographie) – Offremedia.

Le 10/07/2013


Pour la première fois, le désormais traditionnel baromètre de l’Observatoire de l’e-pub du SRI réalisé en partenariat avec l’Udecam était opéré par PwC (succédant à Cap Gemini) qui s’est attaché à donner un nouvel éclairage sur le marché français de la publicité digitale en analysant l’évolution de son chiffre d’affaires net par levier, par format, par mode d’achat et par device. PwC a par ailleurs enrichi l’étude de benchmarks internationaux.
L’étude reste basée sur les déclaratifs et interviews d’environ 50 acteurs du marché en régie et agence média.
Le marché global de l’e-pub atteint, au premier semestre 2013, 1 398 M€ à +4% vs 2012. C’est 20% du marché pub total en France tandis que cette part atteint 35% au UK.
Le search progresse de 5% à 826 M€. Le search local est détaillé pour la 1ère fois. Il représente 33% du total search. Le display total progresse de +3% à 379M€. Le display traditionnel baisse de -2% tandis que les OPS et la vidéo progressent respectivement de +3% et +34%.
Le RTB atteint 15% de l’achat display et représente 57M€. En 2011, il ne représentait que 1% du display. Comparé à l’ensemble de l’année 2012, cela représente une croissance de +121%.
Concernant le device mobile, il progresse de 29% en un an pour atteindre 85M€ (display+search). Le display mobile atteint 28M€ tandis que le display sur tablettes a doublé en un an pour atteindre 7M€.


La prévision annoncée est une croissance du digital à 3%. Le RTB devrait poursuivre son développement rapide et pourrait atteindre près de 20% du display dès la fin de l’année

Making the Most Out of Search Data

Making the Most Out of Search Data.

Search data is not one-size-fits-all – it goes way beyond search engine marketing and knowing which search led to a specific action. In fact, if search data can be used to forecast flu outbreaks, then I think we should consider the use cases beyond just an SEM campaign.

There are various search entities where data resides – such as search engines like Google, Bing and Yahoo!, and then other search entities including vertical sites, shopping comparison engines, e-commerce sites and social networks. The combination of all of these searches is creating opportunities for marketers to take search data beyond SEM and into other types of marketing territory.

Value Of Search Data Beyond Search Engines

Today’s search world is anything but linear. When you think about it, search has really become more organic; something that has grown into multiple elements and can be placed in a variety of contexts to provide greater insights. Marketers should start by understanding that the use of search data in SEM is different from the use of search in display.

Additionally, search data is a great source of consumer behavior and an identifying factor of where a consumer is within the purchasing funnel.FUnnelSearchKeywords

Given this sheer volume of data, it’s easy to see why search data is becoming more important for display advertisers. Today, search data allows display advertisers to reach a broader audience, proving that it’s no longer just a lower level, funnel-marketing channel for SEM advertisers.

This has evolved because in display, marketers aren’t buying keywords related to a search from a list, but an audience based on search. Rather than bidding on specific keywords; in display, you are targeting a much larger audience that is based on other related words, not just a single keyword.

For example, in search, marketers that want to target using the keyword “lawyer” will need to purchase all three related keywords: attorney, legal advice and lawyer.

In display, that same “lawyer” keyword is expanded to include related terms, and would result in an audience that includes people that search for lawyer, attorney, law advice, lawsuit, legal counsel, etc. These keywords are without an additional cost to the marketer and result in an increased reach for the campaign.SEMvsDIsplay

Search Engines + Other Search Entities = Greater Insights

As mentioned earlier, search data that is used in display advertising comes from a vast range of sites that aren’t search engines. These types of sites include e-commerce sites, vertical and shopping comparison sites and social networking sites.vertical_sites

The breadth of data available on these sites increases the likelihood that display campaigns based on search will reach consumers earlier in the purchase cycle. This allows advertisers to get their brand and message in front of those consumers during the influence/consideration phase, before they have made their purchasing decision.

The analysis of various sources of search data leads to a pool of insights into consumer trends, purchasing decisions, and the demographics of consumers that are searching for your product or related products.

For example, when you combine search with additional browsing behaviors, marketers get a much richer picture of how long a consumer may consider specific products, what factors play a role in the purchasing process, the kinds of sites that consumers who are interested in the product visit, and other, perhaps even unrelated products, your consumer audience is interested in, etc.

Understanding The Value Of Search In Display

While the search industry has had a proven model since the ’90s, it’s also true that display has created even more value for the search channel and its data. In my opinion, marketers shouldn’t overlook the value that comes, very cost-effectively, from the use of combining search data with display advertising, as many of the insights gleaned go beyond what Google and Bing have.

Search data shouldn’t be seen just as a marketing channel, or be used only for SEM; it should be seen as a major contributor to the overall digital marketing mix. Below are a few ways marketers can make the most out of search data for their display campaigns:

  1. Leverage search retargeting for search extension: Take your search keywords and work with a partner that can expand your SEM list for greater scale in display.
  2. Apply search insights to display strategy: Use search data to gain insights into consumer trends, purchasing patterns and trends, etc., refining your display campaign and targeting parameters accordingly.
  3. Use display as a method for conquesting: Search engines like Google don’t enable conquesting. By utilizing search data within display, marketers can target audiences with display ads based on competitors’ key terms.
  4. Break free from CPC pricing, while using search data: Buying each keyword in search quickly adds up, and some keywords are simply more costly than others. When you apply search data to display targeting, you place value on the audience vs. each individual keyword.