Mobile Search Scaling Fast; Google Dominating

Efficient Frontier and Macquarie Equities Research teamed up to examine how user behavior is changing as search evolves on mobile devices. The study examines the dramatic increase of mobile Internet access and how it is affecting mobile search advertising. It discusses the opportunities for marketers to capitalize on this explosive growth, and offers projections about growth potential based on outside research as well as data from Efficient Frontier’s own client base currently using mobile advertising. Download the paper to explore the report's key findings.

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Monthly Paid Search Spend:

--None-- $50,000 or less $50,000 to $100,000 $100,000 to $250,000 $250,000 to $500,000 $500,000 to $750,000 $750,000 to $1,000 ,000 $1,000,000 to $1,500,000 $1,500,000 to $2,000,000 $2,000,000 +

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The Case For A Dedicated Online Ad Management Platform

This study by Forrester Consulting on behalf of Efficient Frontier was designed to illuminate the challenges marketers currently face in managing their search and display advertising campaigns together. The objective of the study was to understand how marketers are integrating their online campaigns as well as examine the barriers preventing them from optimizing spend across channels. Download the paper to explore Forrester’s key findings.

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--None-- $50,000 or less $50,000 to $100,000 $100,000 to $250,000 $250,000 to $500,000 $500,000 to $750,000 $750,000 to $1,000 ,000 $1,000,000 to $1,500,000 $1,500,000 to $2,000,000 $2,000,000 +

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A Guide to Performance Marketing

‘Performance marketing’ is a term increasing in significance. Marketing disciplines are no longer seen as isolated divisions, operating in silos with independent budgets. Marketing channels, traditionally seen as independent from each other, are starting to integrate; as brand marketers seek to understand the impact that one channel has on the performance of another. This whitepaper takes a look at the growth driving performance marketing and key areas of integration.

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--None-- $50,000 or less $50,000 to $100,000 $100,000 to $250,000 $250,000 to $500,000 $500,000 to $750,000 $750,000 to $1,000 ,000 $1,000,000 to $1,500,000 $1,500,000 to $2,000,000 $2,000,000 +

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The Subtle Science of Bidding

Search keyword management and bidding strategy can be complicated. Beyond the usual bid, CPC, impression and position considerations, there are several nuances in the Search Engine Marketing (SEM) auction mechanism that need to be considered when making bid decisions. In this paper, we explore the most important features of this marketplace that Efficient Frontier leverages on behalf of its advertisers to generate maximum return for their advertising dollar.

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--None-- $50,000 or less $50,000 to $100,000 $100,000 to $250,000 $250,000 to $500,000 $500,000 to $750,000 $750,000 to $1,000 ,000 $1,000,000 to $1,500,000 $1,500,000 to $2,000,000 $2,000,000 +

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Marketers vs. Mathematicians

To download a copy of Efficient Frontier's White Paper - Marketers vs. Mathematicians, please complete the form below.

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Monthly Paid Search Spend:

--None-- $50,000 or less $50,000 to $100,000 $100,000 to $250,000 $250,000 to $500,000 $500,000 to $750,000 $750,000 to $1,000 ,000 $1,000,000 to $1,500,000 $1,500,000 to $2,000,000 $2,000,000 +

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The Science of Search Success

To download a copy of Efficient Frontier's White Paper - The Science of Search Success, please complete the form below.

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Monthly Paid Search Spend:

--None-- $50,000 or less $50,000 to $100,000 $100,000 to $250,000 $250,000 to $500,000 $500,000 to $750,000 $750,000 to $1,000 ,000 $1,000,000 to $1,500,000 $1,500,000 to $2,000,000 $2,000,000 +

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Algorithms and Optimization

 

While marketers aim to ensure optimal performance of their search campaigns, complexity in the marketplace, business model and the search engines can make it a very daunting task...

To download a copy of Efficient Frontier's White Paper - Algorithms and Optimization, please complete the form below.

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Monthly Paid Search Spend:

--None-- $50,000 or less $50,000 to $100,000 $100,000 to $250,000 $250,000 to $500,000 $500,000 to $750,000 $750,000 to $1,000 ,000 $1,000,000 to $1,500,000 $1,500,000 to $2,000,000 $2,000,000 +

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The Tale Behind the Tail

 

Principles and Strategies for Managing the Long Tail

The long tail, a concept first popularized by Chris Anderson in a 2004 article in Wired magazine, is a concept that refers to businesses in which many low volume items cumulatively account for a large portion of revenue. When applied to SEM, this concept describes the way consumers search for products and services. In a typical campaign, 80% of overall search volume is dominated by 100 or less generic high frequency queries and the remaining 20% of volume comes from unique and highly specific low frequency queries. A savvy search marketer leverages this information when building out his or her campaign. The smart marketer bids on high frequency queries such as “cheap flights” but also bids on thousands and sometimes millions of queries such as “cheap flights to Estonia” that are rare but highly targeted.

To download a copy of Efficient Frontier's White Paper - The Tale Behind the Tail: Principles and Strategies for Managing the Long Tail, please complete the form below.

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--None-- $50,000 or less $50,000 to $100,000 $100,000 to $250,000 $250,000 to $500,000 $500,000 to $750,000 $750,000 to $1,000 ,000 $1,000,000 to $1,500,000 $1,500,000 to $2,000,000 $2,000,000 +

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The Impact of Mobile Internet on Search

Every year, mobile content providers have predicted that this is the year of mobile. Realistically, there are two factors that will contribute to a significant increase in consumer mobile internet use: speed and usability. These are finally getting to the point of mass mobile internet adoption, and so mass adoption of mobile search. But success of a mobile search campaign relies on a different approach by brands. When on the move, consumers don't want to browse, they want to find. Searches are more specific, more action based, and more localised: 'find cinema in W1', rather than 'read film reviews for new releases'. This insight guide gives advice to brands on how to plan, test and implement a mobile search campaign.

To download a copy of Efficient Frontier's Insight Guide - The Impact of Mobile Internet on Search, please complete the form below.

Aug 26 2010

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Monthly Paid Search Spend:

--None-- $50,000 or less $50,000 to $100,000 $100,000 to $250,000 $250,000 to $500,000 $500,000 to $750,000 $750,000 to $1,000 ,000 $1,000,000 to $1,500,000 $1,500,000 to $2,000,000 $2,000,000 +

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