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ADSPACE_Tools and Technologies — Assaf Igell
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ADSPACE_Tools and Technologies — Assaf Igell

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  • 1. PANELIST: Assaf Igell , VP Marketing, Syntryx Inc [email_address] | www.syntryx.com +1.303.800.1645 April 22, 2009 Using advanced data analysis to get targeted traffic based on proven PPC success
  • 2. Alternative Advertising Channels
    • Contextual Networks
    • Display Advertisement
    • Affiliates
    • Email
    • Social Space / Twitter
    • Behavioral Networks
    • SEO / Link Building
  • 3. Applying Proven PPC Success
    • Advertisers use PPC budgets for market research to find top converting:
    • Keywords / Key Phrases
    • Locations / Geography
    • Competitors
    • ADSENSE Content Network
    • AdWords Site Targeted Campaigns
  • 4. Get targeted traffic Data is key in selecting the right places to advertise. Copyright © 2009 Syntryx Inc. All Rights Reserved; Source: The Syntryx Publishers Directory
    • What do we learn from this kind of data set?
    • The “Best Rank” column tells us that Instyle.com seem to be bigger than Prevention.com – e.g. it seems to have a larger network and more traffic.
    • The “SEO Ranks” and “PPC Ads” columns tells us who seem to get more targeted search engine traffic.
    Comparing Women Sites by their overall performance, CPM, CPA, Search, and Email marketing     Referrer Site Best Rank Best Quantcast Rank Best Trafficrank Best Emailer 30 Day Rank Best Emailer 90 Day Rank Best Cpm Advertiser Rank Best Cpm Publisher Rank Banners In Banners Out Ppc Ads Seo Ranks SEO Directory Listings CPA Links In Merchant Sites Publisher Sites Adsense Publisher Sites instyle.com 50 637 50 6258 7164 1289   15 3 217 3074 253 17724 2 2 5 ivillage.com 249 249 1497 555 573 1652   16 3 390 3113 244 8877 1 4 1 prevention.com 331 2451 10706 402 331 48218   1   70 379 7 1993   1 3 americanbaby.com 394 394 3392 4783 4626 618 11886 76 14 461 2678 265 14796 1 42 4
  • 5. Find the right publishers Regardless to which Network they’re with Identify Network Ad-Serving Domains (aka. Jump URLs or Redirect domains) Identify Websites Portfolios In this example we see that Instyle.com is one of at least 66 domains That are owned or operated by the same company. Referrer Site Num Domains Site Portfolio instyle.com 66 bmxonline.com, columbus.com, ew.com, freezeonline.com, fsb.com, golfcourse.com, golfmag.com, golfmagazine.com, golfmagazineproperties.com, golfonline.com, golfsearch.com, health.com, insidethomson.com, instyle-bridalfile.com, instyle.com, instyleweddings.com, interzine.com, irace.com, life.com, lifemag.com, memoriesinthemaking.com, mfmag.com, mni.com, moneymediakit.com, motorboatingandsailing.com, mtnresorts.com, mutual-funds.com, ny1.com, officepirates.com, on-mag.com, onmagazine.com, outdoorexplorer.com, outdoorlife.com, pathfinder.com, people.com, peopledaily.com, peopleenespanol.com, popsci.com, popularscience.com, reachingourpeople.com, realsimple.com, realsimplenetwork.com, ridebmx.com, sicovercollection.com, skiingmag.com, skimag.com, skinet.com, snowboarding-online.com, snowtradenews.com, southernliving.com, stancemag.com, teenpeople.com, thisoldhouse.com, timecanada.com, timeforkids.com, timeinc.net, timeincmags.com, transworldmatrix.com, transworldmotocross.com, transworldsnowboarding.com, transworldstance.com, transworldsurf.com, twsbiz.com, warrenmiller.com, wgbh.org, yachtingmagazine.com
  • 6. Find targeted Network Publishers for effective media plans Showing 660 Network Publishers who promote ads related to the keywords: Education, College, Degree, eLearning, elearners, university, kaplan Copyright © 2009 Syntryx Inc. All Rights Reserved; Source: The Syntryx Publishers Directory
  • 7. PANELIST: Assaf Igell , VP Marketing, Syntryx Inc [email_address] | www.syntryx.com +1.303.800.1645 ADSPACE Conference, 2009 Using advanced data analysis to apply proven PPC success across alternative advertising channels

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