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Behavioral Targeting and SEM

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Presentation delivered on SphinnCon 2010 about Behavioral Targeting with a focus on Search Engine Marketing. …

Presentation delivered on SphinnCon 2010 about Behavioral Targeting with a focus on Search Engine Marketing.

On the presentation I review good and bad Behavioral Targeting examples as well as its implications on SEM.

I also review the tools that can be used to target customers and a possible way to perform it by implementing an integration between Google Analytics and BTBuckets.

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  • Overview about Behavioral targeting“There are many who are living far below their possibilities because they are continually handing over their individualities to others” Ralph Waldo Trine
  • Screenshot of website that ranks well for a specific keyword leading to HP.Obviously, from a CO point of view, it would be preferable to have this keyword land on the product page. However, from a SEO point of view this could be a very complicated issue.Solution: Add a banner that would be dynamically served based on the keyword. It would present the specific product that the visitor wrote on SE or a default bannerIDEA: Cross selling on the product landing page
  • Screenshot of website that ranks well for a specific keyword leading to HP.Obviously, from a CO point of view, it would be preferable to have this keyword land on the product page. However, from a SEO point of view this could be a very complicated issue.Solution: Add a banner that would be dynamically served based on the keyword. It would present the specific product that the visitor wrote on SE or a default bannerIDEA: Cross selling on the product landing page
  • Screenshot of website that ranks well for a specific keyword leading to HP.Obviously, from a CO point of view, it would be preferable to have this keyword land on the product page. However, from a SEO point of view this could be a very complicated issue.Solution: Add a banner that would be dynamically served based on the keyword. It would present the specific product that the visitor wrote on SE or a default bannerIDEA: Cross selling on the product landing page
  • Screenshot of website that ranks well for a specific keyword leading to HP.Obviously, from a CO point of view, it would be preferable to have this keyword land on the product page. However, from a SEO point of view this could be a very complicated issue.Solution: Add a banner that would be dynamically served based on the keyword. It would present the specific product that the visitor wrote on SE or a default bannerIDEA: Cross selling on the product landing page
  • Screenshot of website that ranks well for a specific keyword leading to HP.Obviously, from a CO point of view, it would be preferable to have this keyword land on the product page. However, from a SEO point of view this could be a very complicated issue.Solution: Add a banner that would be dynamically served based on the keyword. It would present the specific product that the visitor wrote on SE or a default bannerIDEA: Cross selling on the product landing page
  • Screenshot of website that ranks well for a specific keyword leading to HP.Obviously, from a CO point of view, it would be preferable to have this keyword land on the product page. However, from a SEO point of view this could be a very complicated issue.Solution: Add a banner that would be dynamically served based on the keyword. It would present the specific product that the visitor wrote on SE or a default bannerIDEA: Cross selling on the product landing page
  • Transcript

    • 1. Behavioral Targeting & SEM
      Daniel Waisberg
    • 2. Overview
      What is Behavioral Targeting?
      Good Example
      Bad Example
      SEM challenges
      Tools
      WIIFY
    • 3. BT image
    • 4. Good example
    • 5.
    • 6.
    • 7.
    • 8.
    • 9. Bad example
    • 10.
    • 11.
    • 12.
    • 13.
    • 14. SEM?
    • 15. Tools
    • 16. FEE
    • 17. FREE*
      +
      * Apart from Brain Power
    • 18. FREE
    • 19. WIIFY*
      Challenge
      Hard to find Brain Power
      Many parts involved
      Opportunities
      Cross Selling
      Increase Relevance = Increase Conversions
      * What’s in it for you?
    • 20. Thank You
      Daniel Waisberg