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SMX East 2011 - All in the Family - Frost Prioleau
 

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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    SMX East 2011 - All in the Family - Frost Prioleau SMX East 2011 - All in the Family - Frost Prioleau Presentation Transcript

    • Cousins to Paid Search:
      RTB Display,
      Retargeting,Contextual,All in the family
      Frost Prioleau
      CEO, Simplifi
      SMX East 2011
      Thursday, September 15, 2011
    • landscape
    • 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+
    • For an investor…display is very complicated.
      4
    • For an advertiser, it’s simple.
      5
    • so what?
      6
    • Why Search Marketers Should Care
      7
    • 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
    • options
      9
    • 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
    • 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
    • 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
    • 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
    • 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
    • making it work for you
    • 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
    • Search Retargeting: Results
      17
    • Frost Prioleaufrost@simpli.fiM – 817-271-7346