SEM & Open Search SEM & Open Search Luong Vinh Tuoc SVP, Search Yahoo Inc. HCMC July 23, 2008 - 2 - July 12 th , 2007 Agenda • SEM Presentation in Vung Tau – Search & Advertizing Industry Trends – Samples of Vietnam Queries Worldwide – What is SEM (paid) vs SEO (organic)? • Y! Open Search – Search Monkey – Build your Own Search Service (BOSS) - 3 - July 12 th , 2007 Search Industry Trends Search engines have emerged as de facto mediators of Web traffic 75% of all U.S. online users (non-unique) are search users… … and search use is growing faster than Internet use itself… - 4 - July 12 th , 2007 4 4 Search Industry Trends Search is the dominant traffic source for even the strongest online brands Amazon ~67% Expedia ~ 47% Monster ~46% Gap ~ 48% Target ~ 56% Petco ~ 48% % of Traffic From Search: Leading E-Commerce Sites % of Traffic From Search: Leading Multi-channel Retailers (Internet) Source: comScore Media Metrix - 5 - July 12 th , 2007 5 Online Shopping Trends Web search remains top customer acquisition tool for Online Retailers % of New Customers for Online Retailers / Marketing Spend Mix Source: The State of Retailing Online, Forrester Research - 6 - July 12 th , 2007 Online Advertising Source: IAB, Emarketer Search Engine Marketing will keep its 40% share of online advertising as the category grows $ in Billions Search Advertising as % of Internet Advertising (2007–20011E) - 7 - July 12 th , 2007 Why is Search Advertising so Effective? • It is “intent” driven!!! • User query signifies “intent” • User most receptive to ad at “time” of intent • Advertiser paids only when user clicks (PPC) • Most cost effective and best ROI – As little as 30 cents to acquire a customer - 8 - July 12 th , 2007 Top 6 Countries – Intl Vistiors to Vietnam Intl visitors to VN Jan-May 2008 2078954 China 352175 South Korea 221385 United States 195113 Japan 169640 Taiwan 141609 Australia 104651 Source: http://www.vietnamtourism.gov.vn - 9 - July 12 th , 2007 Yahoo Search Logs VN Travel Related Queries Weekly Average China 3387 South Korea 3283 United States 27267 Japan 9268 Taiwan 7214 Australia 1486 Annualized: 1.5M queries in the U.S. - 10 - July 12 th , 2007 Sample Queries – Yahoo U.S. Logs • Vietnam airline cathay pacific • Vietnam Da Lat • Vietnam ha long bay pictures • Vietnam tour • Vietnam Tourist Authority • Hotel Hanoi Vietnam • Timetable of Vietnam airline • Beach location Vietnam • Grand hotel Hanoi • Hotels Vung Tau • Vietnam Cambodia tour • Vietnam flight • Nha Trang tour • Cheap flights to Vietnam • Sunflower hotel Saigon • Sapa hotel Vietnam • Vietnam airline Australia • Vesna hotel Hanoi [...]... timeline for ROI • SEM – Search Engine Marketing (Paid) – Not as complex and quicker ROI - 14 - July 12th, 2007 Paid Search vs Organic Search PAID PAID ORGANIC - 15 - July 12th, 2007 S E Marketing vs S E Optimization Search Engine Marketing Search Engine Marketing Search Engine Optimization - 16 - July 12th, 2007 Search Engine Optimization • What is SEO? • Search Engine Optimization (SEO) involves designing... Marketing Online • TAKE ADVANTAGE of the INTERNET and SEARCH ENGINES !!!! - 12 - July 12th, 2007 Internet = Enormous Opportunity • Three Step Process for Online Success • Step 1: Establish a highly effective web presence • Step 2: Drive traffic to that presence • Step 3: Continuously refine - 13 - July 12th, 2007 Drive Traffic with SEO and SEM • SEO – Search Engine Optimization (Organic) – Takes a lot... involves designing or changing a website to naturally rank for targeted search phrases across major search engines • What are the SEO levers? • • • • • Crawlability Keyword Targeting Link Popularity Site Architecture URL Structure - 17 - July 12th, 2007 SEM at Yahoo! • What is SEM? – Acquiring customers by placing keyword-based ads on search engines in a bidded auction model • What are the SEM levers?...Other Countries Sample Queries • From TW: – – – • 越南航空公司時刻表 越南旅行 胡志明市酒店 From CN: – – 越南住宿 越南宾馆酒店名录 – 越南家庭宾馆住宿 • hostel (or B&B) in Vietnam Nha Trang tour Hanoi tour information From Japan: – ゼニスホテル • lodging in Vietnam listing of hotels in Vietnam From Korea: – 나트랑여행 – 하노이 여행 정보 • time table of Vietnam airline travel to Vietnam . SEM & Open Search SEM & Open Search Luong Vinh Tuoc SVP, Search Yahoo Inc. HCMC July 23, 2008 - 2 - July. Tau – Search & Advertizing Industry Trends – Samples of Vietnam Queries Worldwide – What is SEM (paid) vs SEO (organic)? • Y! Open Search – Search