10 Ways To Use Search Beyond SEM - OMMA Global NY 2009

Beyond the Click: Planners Use Search Beyond SEM

Today’s Presenters

Aaron Goldman , Managing Partner , Connectual

Alex Hooshmand , VP, Product and Operations , BlueKai

Brett Goffin , Head of Industry, Retail , Google

Stacie Susens , Associate Director, Client Strategy & Development , Resolution Media

Eli Goodman , Search Evangelist , comScore

10 Ways to Use Search Data Beyond SEM

1. (Re)Define your audience Source: Microsoft adCenter Labs Women 18-34

2. Competitive Intelligence Source: AdGooroo Sitters & Nannies Training, Job Hunting General Listings, Background Checks Live-Ins, AuPairs Disabilities, Non-profits

3. Refine your USP Source: Twitter Search Safety Cost Convenience Location

4. Adjust your product line/features Source: AdGooroo Let’s watch the pets too!

5. Decide what markets to support Source: Google Insights for Search Time to open the Alaska branch!

6. (Re)Develop your Web site Source: Microsoft adCenter Labs Focus on Depth of Content, Info, and Engagement. Don’t Drive Straight to Lead Forms!

7. Tweak your non-search advertising creative Source: Yahoo Buzz Ads should make moms feel good about themselves!

8. Inform your online display media buys Source: comScore Marketer Buy CafeMom, HotChalk and Disney!

9. Measure performance of offline ads Source: Google

9. Measure performance of offline ads Source: Google Jan 31 st Feb 13 th 6:00 – 7:00PM Feb 17 th & 18 th Feb 22 nd 5:00-6:00PM Feb 24 th 5:00 – 6:00PM Hourly

10. Predict elections Source: http://www.findresolution.com/2008/11/can-google-predict-election.html

10. Predict elections Source: Google Insights for Search

10. Predict elections Source: CNN

10. Predict elections Source: http://digitalseachange.blogspot.com/2008/11/googling-next-president.html