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Scoring Inside and Outside The Box:
World Cup Insights in Search Marketing

Sam Zindel, Data Strategist
Sam Fenton-Elstone, Head of Media
0
- Search insights from SA 2010
- Audience Insight
- Marketing in The Moments

- The Road to Rio

Image: Chungkong Art

1
Search Insights

T
r
a
v
e
l
(
3
7
5
4
)

Tickets
Travel

Content

Generic

Teams

Info
Players

Merchandise
Data Source: Google Trends/Adwords
2
Search Insights - Players

3
Search Insights - Merchandise
SEARCH TRENDS - INFORMATION

Flags - 1.5m (92%)

4
Image: Matt Cardy/Getty Images
Search Insights - Information
Facts/
History
8%
Odds/Betting
13%

Fixtures/Schedule
51%
Teams/Groups
28%

Data Source: Google Trends/Adwords
5
6
Which of
these had
the most
searches?

7
Images: motownsports.com/travelseelove.com/dailymail.co.uk

8
Search Insights – News/Viral

Data Source: Google Trends/Adwords

9
Search Insights – News/Viral

Data Source: Google Trends/Adwords

10
Search Insights – News/Viral

Data Source: Google Trends/Adwords

11
Which of
these had
the most
searches?

1

V

1
Images: motownsports.com/dailymail.co.uk

12
Audience insight
(placeholder)

Audience
Insight
13
14
Search gives you unique, real time insight into your
audience

Keyword/
User Intent

Message
15
Understanding real time customer ‘intent’

Keyword
Targeting

+

Intent
Signal

=

Audience Access

INSIGHT
DATA
TECHNOLOGY

16
16
Right message, time and price
Tailor the strategy to your specific audience segment

MESSAGE, BID, DEST 1
MESSAGE, BID, DEST 2
MESSAGE, BID, DEST 3
MESSAGE, BID, DEST 4
…

live england games

Audience Segments

Keyword

Message
The Pitch has changed

Audience insight

The Pitch Has Changed…
18
The Lines Redrawn.

19
But you can still interpret the intent and

Your Website
Your extended playing surface
A unified approach will deliver better ROI
England Fan
Up weight
Investment, Alter
messaging &
Destination

Football
Widow
Expand KWs,
alter message,
up-weight
investment

Pub Goer

Wales Fan

Up weight
Investment, Alter
messaging & Drive
through to
mobile
destination

Remove
Advertising as they
will never qualify
drive through
Natural
Search

Your extended playing surface
Marketing in the Moments

22
Key Moments

23
Key Moments

Sun 27th June
England lose
to Germany

Sun 11th July
World Cup
Final
24
The Road to Rio – Who’s on Board?

25
The Teams…

26
The Fans…

…Which
audience
will win our
attention?
27
United States
Japan
Brazil
Russia
Germany
Nigeria
France
England
Mexico
South Korea
Italy
Spain
Argentina
Colombia
Iran
Australia
Netherlands
Chile
Belgium
Portugal
Switzerland
Greece
Algeria
Ecuador
Ghana
Croatia
Bosnia-Herzegovina
Costa Rica
Uruguay
Honduras
Cameroon
Ivory Coast

Data Source: Google Trends/Adwords
28
United States
Japan
Brazil
Russia
Germany
Nigeria
France
England
Mexico
South Korea
Italy
Spain
Argentina
Colombia
Iran
Australia
Netherlands
Chile
Belgium
Portugal
Switzerland
Greece
Algeria
Ecuador
Ghana
Croatia
Bosnia-Herzegovina
Costa Rica
Uruguay
Honduras
Cameroon
Ivory Coast

Population

Population Power-houses:
1 – United States 314m
2 – Brazil
200m
3 – Nigeria
170m

Data Source: Wikipedia
29
United States
Japan
Brazil
Russia
Germany
Nigeria
France
England
Mexico
South Korea
Italy
Spain
Argentina
Colombia
Iran
Australia
Netherlands
Chile
Belgium
Portugal
Switzerland
Greece
Algeria
Ecuador
Ghana
Croatia
Bosnia-Herzegovina
Costa Rica
Uruguay
Honduras
Cameroon
Ivory Coast

Population
Internet Users

Internet Users:
1 – United States
2 – Japan
3 – Brazil

255m
101m
99m

Data Source: Wikipedia
30
United States
Japan
Brazil
Russia
Germany
Nigeria
France
England
Mexico
South Korea
Italy
Spain
Argentina
Colombia
Iran
Australia
Netherlands
Chile
Belgium
Portugal
Switzerland
Greece
Algeria
Ecuador
Ghana
Croatia
Bosnia-Herzegovina
Costa Rica
Uruguay
Honduras
Cameroon
Ivory Coast

Population
Internet Users
World Cup 2014
Search Interest

World Cup Search Demand:
1 – United States 2.6m
2 – France
1.9m
3 – England
1.7m
(average monthly searches)

Data Source: Wikipedia/Google AdWords*
* Based on sample keyword set of 600 terms

31
United States
Japan
Brazil
Russia
Germany
Nigeria
France
England
Mexico
South Korea
Italy
Spain
Argentina
Colombia
Iran
Australia
Netherlands
Chile
Belgium
Portugal
Switzerland
Greece
Algeria
Ecuador
Ghana
Croatia
Bosnia-Herzegovina
Costa Rica
Uruguay
Honduras
Cameroon
Ivory Coast

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

Avg Monthly Searches

World Cup 2014
Search Interest

Other Key Search Markets:
4 – Germany
0.9m
5 – Brazil
0.7m
6 – Italy
0.7m
7 – Spain
0.6m
8 - Mexico
0.6m
(average monthly searches)
Data Source: Google AdWords*
* Based on sample keyword set of 600 terms

32
Can England Win?

33
Internet Use Penetration:
1 – Netherlands
93%
2 – England
87%
3 – Switzerland
85%

Smartphone Penetration:
1 – Australia
65%
2 – England
62%
3 – United States 56%

World Cup Search:
1 – Ivory Coast
4.4%
2 – England
3.7%
3 – France
3.4%

Facebook Penetration:
1 – Ecuador
93%
2 – Chile
92%
3 – Uruguay
90%
Data Source: Wikipedia/Google Insights/Google AdWords

34
England’s Facebook Penetration?

35
’66%
36
A Final Word –
Why We All Love The World Cup

37
Introducing…
The “caxirola maraca”
Official instrument of the 2014
World Cup
45 decibels quieter
1/30,000th of sound energy

Image: caxirolamaraca.com

38
Thanks for listening
sam.zindel@icrossing.co.uk
sam.fentonelstone@icrossing.co.uk
@samzZin
@sjfe
39

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