ADSPACE_Tools and Technologies — Jessica Ong
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ADSPACE_Tools and Technologies — Jessica Ong

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    ADSPACE_Tools and Technologies — Jessica Ong ADSPACE_Tools and Technologies — Jessica Ong Presentation Transcript

    • Tools and Technologies: Using Targeting and Optimization to Achieve Success Jessica Ong, Compete Will Lin, PPC Associates Andrew Silverman, Google Assaf Igell, Syntryx Wister Walcott, Marin Software (Moderator)
    • Key Considerations for Any Ad Network • Audience Intent? – vs. paid search, content impressions have much higher impressions – and lower CTR – Readers are not “searching” for your terms – Implications for targeting, copy, more • Target-ability? – How to separate non-converting impressions from converting impressions? • Manageability?
    • Tools and Technologies: Using Targeting and Optimization to Achieve Success PANELIST: Jessica Ong, Director, Compete
    • Compete connects the dots from digital insights to marketing ROI • Largest integrated online consumer behavior and survey panel in industry • Expertise in the automotive, consumer goods, financial services, media, mobile, online, retail, telecom and travel markets What’s in the torso & tail? (a lot of stuff that’s really important) Microsites Micro-segments Search phrases Conversion rates Product & category interest Number of websites measured 4
    • Examine consumer behavior to identify sites to reach target segment Index of Luxury Vehicle Shoppers Index of the Proportion of Luxury Vehicle Shoppers on Sites Below Compared to Overall Internet 450 400 350 300 250 200 150 100 50 0 CNET Zillow Kelly Blue Book 5
    • Media placed using Behavior Match outperformed contextual advertising by 2X Lift in Client’s Luxury Vehicle Shopper Overlap with Sites Below Index of the Proportion of Client’s Luxury Vehicle Shoppers on Sites Below Compared to Overall Internet 65% 64% 30% CNET Zillow Kelly Blue Book 6
    • Landing page optimization results in higher conversion, directly increasing the ROI Post-Click through conversion rates among wireless carriers Percentage of visitors to landing pages who purchased online in the same quarter Reaching Top Quartile: 515% improvement Reaching Average: 166% improvement Source: Compete study of Wireless Carrier Online Ad Campaigns