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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