INSIGHT: Are agencies paying heed to search?

Are brands investing enough in search?

Janice Tan, general manager of Acronym Asia: Investments vary across countries, industries and brands. Traditionally there has been a large gap between the early search adopters and those that have yet to leverage the full potential of the platform; though increasingly we are seeing a shift.

Ruth Stubbs, president of iProspect and Digital Media for Asia-Pacific: Most brands are on their way. However, issues with attribution and cost of technology remain. Our inability to provide ‘100 per cent beyond a reasonable doubt’ is inhibiting growth. Search provides an unequalled proof of performance.

Are agencies doing a good enough job explaining the benefits of search to clients?

JT: They’re trying, though in some cases there is a need for a shift in mindset, from search being a ‘good to have’ platform to a ‘must have’ platform. 

RS: It depends who is explaining it. I don’t think so. Otherwise the uptake would be faster and the budgets higher.

What is the best way to measure search ROI?

JT: Clearly define KPIs and ROI definitions at the very beginning. Then look at overall engagement, that brings about conversion and identifies key profit sources through revenue participation. Attribution determines the ROI of search.

RS: There is no single metric. It’s a fact that most conversions are made after multiple actions, but credit is attributed to the last click. We know this is flawed, but until analytics platforms become more robust we are limited.

What challenges do brands face in working with local search players?

JT: Brands are increasingly working with local players, but some still do not have local language sites so often the user experience is not ideal. Localisation versus translation is an issue.

RS: I don’t think brands (outside North Asia) are doing enough with local players, nor do they really have to. Biggest challenge is the dominance of Google and education.

Can search results/ metrics in Asia ever be truly trustworthy?

JT: There will always be doubts. The key is having actual human expertise look at the data and question it. Web analytics tools can help.

RS: Short answer is yes. Let’s face it -- they are more accurate than other channels.  However, if the accuracy is off  by 10 per cent everywhere, then it’s an even playing field. Right?

What are the search developments to watch out for?

JT: We will see personalisation and digital asset optimisation grow. As search becomes location based, SEO will be play an increasingly important role in the convergence of social media and mobile. 

RS: Alignment relationships with Google; their increasing SOV through smartphone access; impact of the DSP and data-driven display on SEM share; bid management solutions. Lots.

This article was originally published in the March issue of Campaign Asia-Pacific.