1. Search Quality of the Live Click Darran Snatchfold Trade Research Manager

2. different engines used differently?

3. 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 Apparently So…

4. Clue One: Previous Purchasing The Live audience is more likely to… often refer to the internet before making a purchase bought the last product sourced on the internet spent more than £2,000 online in the last 6 months 105 108 111 103 104 108 Source: TGI Internet Wave 10 Index 100 = Average UK Internet User

5. 2.8 Searches per Session 5.9 Source: Comscore QSearch Clue Two: The Search Session

6. 18 13 20 more likely than a search done on Google to contain 3 or more terms 50% a search on Live Search is Percentage of Searches That Contain 3 or More Terms Source: Hitwise UK Clue Three: The Law of Search

7. different engines more focus Does more focus to the search lead to a successful site visit?

8. success means different things to different people Someone “ ”

9. Success From The Search Click Depends on the Audience, Campaign and Product Audience Purchase Stage Late Early AIDA Direct ActionAwareness Campaign Objective LowHigh Product Consideration Levels

10. Relevant Measures of Success greater engagement £ higher conversions Therefore Measuring The Success From Search Should Come in More Than One Form

11. (media) puts too much emphasis on numbers, not quality... the involvement and interactivity of consumers is more important than absolute numbers time is the most precious asset right now. If we can be worth their engagement, that's the highest benchmark for advertising Jim Stengel, CMO, Procter & Gamble “ ”

12. BUT it is not time spent searching that leads to your success… Search Results Click Site

13. They are less likely to be looking at the competition You are more likely to be on their short-list 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 brandThe greater their commitment to your brand beyond initial searchThe greater the opportunity they have to connect with your brand

15. Average Time Spent on Destination Site By Searchers Coming from… Source: NNR UK and it is time on their site that advertisers are paying for with Live Search… Search Results Click Site

16. Source: NNR UK the Live Search click will stay… 15% longer than those from… 34% longer than the… 47% longer than those from…

17. Oh No… the methodology taken from the Nielsen Netratings MegaView Search panel of approximately 5,000 households. Real Trend Robust Methodology findings based on 3 months data

18. Average Time Spent on Destination Site Clicked Through To, by Category Source: NNR UK ‘Stickiness’ Varies

19. £ £ Vs Longer Engagement 15% 34% 12% 18% 20% 82% 38% 62%

20. greater engagement higher conversions ? more time spent on the advertiser’s site 34% *visit to a secured page of the destination site Source: NNR MegaView Search UK different engines more focus Does more focus to the search speed up the leap from search to conversion?

21. 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. Not again… taken from the Nielsen Netratings MegaView Search panel of approximately 5,000 households. True Trend Robust Methodology findings based on 3 months data Plus…

22. New Customer Enter Payment Details Returning Customer Access Account New Lead Enter Personal Details Secured Page Secured Leads To Success

23. Source: NNR UK 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… Percentage of All Click-throughs that Continue to Secure Page of Destination Site

24. Greater Returns £ £ 185 119 106 135 41 34 42 33 60 52 5 more likely than the average searcher to convert* within their site visit 70% as likely as those coming from Google and For UK advertisers, the Live searcher is… twice over

25. Oft quoted US study by WebSideStory: Don’t Believe Me? MSN 6.03% Yahoo! 4.03% Google 3.83% more likely than a Google searcher to convert 58%

26. Remember The Value of Search Beyond The Immediate Take the example of Travel… initial search lifetime worth? Timing of Conversion 10% during initial search session 45% 1-4 weeks after 5-8 weeks after 45% Online Travel Searches in UK Within 8 weeks of Search Source: Comscore 2006 42% of UK internet users research holidays online and purchase offline and then… Source: EIAA 2005

27. different engines greater engagement better results more likely to convert* within their site visit 70% *visit to a secured page of the destination site Source: NNR MegaView Search UK Live Search the click that counts more focus 2 new measures… more time spent on the site 34%

28. 1 conclusion… the click from Live Search is the most likely to succeed for advertisers