SMX East 2011 - All in the Family - Frost Prioleau

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Don't miss Frost's All in the Family presentation at this year's SMX East in NYC. Learn more about retargeting and how it plays well with others.

Don't miss Frost's All in the Family presentation at this year's SMX East in NYC. Learn more about retargeting and how it plays well with others.

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  • 1. Cousins to Paid Search:
    RTB Display,
    Retargeting,Contextual,All in the family
    Frost Prioleau
    CEO, Simplifi
    SMX East 2011
    Thursday, September 15, 2011
  • 2. landscape
  • 3. Display: Transformed by RTB/DSPs
    Ready Access to Massive Volume
    Now at 400Bn impressions/month
    1000 impressions/user/month
    New Levels of Control/Efficiency
    Bid on one impression at a time
    Increased efficiency/Less waste
    Total Transparency
    Delivery and performance by keyword, domain, ad position, etc
    Data drives optimization
    Simplicity
    DSPs bring single access point for
    Millions of domains
    Dozens of data providers
    Multiple targeting techniques
    Chart source: Pubmatic
    3
    RTB Growthis Unprecedented
    % of Non-Guaranteed Ad Spend (via RTB)
    *$5B+
  • 4. For an investor…display is very complicated.
    4
  • 5. For an advertiser, it’s simple.
    5
  • 6. so what?
    6
  • 7. Why Search Marketers Should Care
    7
  • 8. More reasons…
    Target competitors terms
    Target expensive terms inexpensively
    e.g. “auto insurance”, “mesothelioma”, etc.
    Drive more branded search
    Drive more direct navigation
    Become less dependent on companies that serve free sushi for lunch whose names start with “G”
    Also get more reach for retargeting and contextual
    It’s easy.
    8
  • 9. options
    9
  • 10. Display Options
    Where should a Search Marketer start?
    Different display techniques
    Different parts of the funnel
    Different benefits.
    Many other display options not covered here:
    IP Range targeting
    3rd Party Data targeting
    Site/Whitelist targeting
    Social targeting
    10
    Contextual Targeting
    Search Retargeting Longer Regency/Upper Funnel Terms
    Search RetargetingShort Regency/Low Funnel Terms
    Site Retargeting
  • 11. Site Retargeting
    Target users who have already visited the advertisers sites
    Pros: Highly effective, good ROI
    Cons: No prospecting for new clients. Limited reach.
    Key Insight: Recommended for all advertisers. Often one of the most effective types of display. Demand transparency.
    11
    Contextual Targeting
    Search Retargeting Longer Regency/Upper Funnel Terms
    Search RetargetingShort Regency/Low Funnel Terms
    Site Retargeting
  • 12. Contextual Targeting
    Search Retargeting
    AWARENESS:Broad/Category Terms
    RESEARCH & COMPARISONProduct/Broad Terms
    BUYING:
    Long-tail/Specific Product Terms
    Site Retargeting
    Search Retargeting
    Target users based on their search history.
    Pros: Just like search. CPM or CPC bids. Keyword level bidding, reporting, and optimization. Variable recency (down to instant), instant on/change.
    Cons: Like search, some keywords have limited inventory.
    Key Insights:
    Direct extension of search
    Target competitor terms and category terms.
    Especially good for advertisers in verticals with high CPCs.
    12
  • 13. Contextual Targeting
    Target ads based on the content of the page where the ad is being shown
    Pros: Often provides lots of inventory at competitive CPMs.
    Cons: CTRs can be lower, but often offset by lower CPMs.
    Key Insights: Excellent compliment to site and search retargeting.
    13
    Contextual Targeting
    Search Retargeting Longer Regency/Upper Funnel Terms
    Search RetargetingShort Regency/Low Funnel Terms
    Site Retargeting
  • 14. Expanding the Audience
    Look-Alikes
    Profile your audience…then target users like them.
    Social, Behavioral, etc..
    “Search-Alikes”
    Profile your converters…then target users with similar search profiles.
    Expand search terms that are working.
    Contextual expansion.
    Run a retargeting or search campaign, and analyze what contexts are working…then build campaigns around those contexts.
    14
  • 15. making it work for you
  • 16. Best Practices….
    Start broad…don’t overtarget
    Let the data talk.
    Work multiple parts of the funnel.
    Creatives/landing pages/verticals perform differently
    Allocate enough budget to allow for optimization
    Optimize, optimize, optimize. Automatic or manual.
    Do simple attribution (at least)
    Build a practice around it.
    16
  • 17. Search Retargeting: Results
    17
  • 18. Frost Prioleaufrost@simpli.fiM – 817-271-7346