Putting the People Back in Paid Search - Aaron Goldman - ad:tech SF 2011

Putting the People Back in Paid Search Aaron Goldman CMO, Kenshoo

Agenda
Background
Challenge
Hypothesis
Methodology
Findings
Why It Matters

Background
2nd largest self-storage company in U.S.
822 self-storage properties in 33 states
Over 510,000 units and over 55 million square feet of storage space

Challenge How do you project the value of a searcher and determine what to bid for each keyword?

There is a correlation and association among specific search keywords and the value of a customer. Hypothesis

Methodology Name/Address Bid Higher Bid “ Children First” Age 24–30 Married Home owner Has kids Upper middle income Index Value: $50 Acquisition Score $50 Purchase / Lead $21 SEM Technology

Findings
Analyzed over 185K transactions and $16MM in revenue
Appended up to 1,500 demographic elements per individual
Higher income households = more stuff and greater need for storage space
Renters are better customers than homeowners
Families are better customers than singles
People with moderate sq. footage are better customers than those with large sq. footage

Why It Matters
Without understanding the people behind them, these keywords all look the same!

The people behind the keywords represent very different Life Time Value (LTV) metrics
Why It Matters

Why It Matters
Find other keywords that high value people are searching and bid (higher) on them!

Why It Matters
Customize ads to these people!

Customize landing pages to these people!
Why It Matters

Why It Matters
Target display and offline ads to these people!

Thank You! [email_address]

70 Clusters that roll up to 21 life stage groups
Demographically based household-level consumer segmentation powered by InfoBase-X ®
Life stage-based – proven predictor of consumer behavior
Classifies households into manageable groups more likely to respond to similar marketing messages
Acxiom PersonicX Segments the U.S. into 70 individual clusters and 21 life stage groups

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Putting the People Back in Paid Search - Aaron Goldman - ad:tech SF 2011

by Aaron Goldman on Apr 12, 2011

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Putting the People Back in Paid Search - Aaron Goldman - ad:tech SF 2011 — Presentation Transcript