Open Search of YAHOO | SEMSEM && OpenOpen SearchSearch Luong Vinh Tuoc SVP, Search Yahoo Inc. HCMC July 23, 2008 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) - 2 - July 12th, 2007 Search Industry Trends 75% of all . online users (non-unique) are and search use is growing faster search users than Internet use itself Search engines have emerged as de facto mediators of Web traffic - 3 - July 12th, 2007 Search Industry Trends % of Traffic From Search: Leading E-Commerce Sites Amazon ~67% Expedia ~ 47% Monster ~46% % of Traffic From Search: Leading Multi-channel Retailers (Internet) Gap ~ 48% Target ~ 56% Petco ~ 48% Source: comScore Media Metrix Search is the dominant traffic source for even the strongest online brands - 4 - July 12th, 2007 4 4 Online Shopping Trends % of New Customers for Online Retailers / Marketing Spend Mix Source: The State of Retailing Online, Forrester Research Web search remains top customer acquisition tool for Online Retailers - 5 - July 12th, 2007 5 Online Advertising Search Advertising as % of Internet Advertising (2007–20011E) $ in Billions Source: IAB, Emarketer Search Engine Marketing will keep its 40% share of online advertising as the category grows - 6 - July 12th, 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 - 7 - July 12th, 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: - 8 - July 12th, 2007 Yahoo Search Logs VN Travel Related Queries Weekly Average China 3387 .
