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Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Find Your Audience Withou...
© 2011 Amiable Interactive
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management
 Pay-Per-Click Managemen...
© 2011 Amiable Interactive
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management
 Focus on Ethical Market...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Behavioral Targeting is G...
TV’s Mad Men series on AMC
Then again… advertising has always gotten a bad rap.
© 2011 Amiable Interactive
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management
If Behavioral Targeting i...
© 2011 Amiable Interactive
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management
Can You Use Behavioral Ta...
© 2011 Amiable Interactive
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management
Because we’re all good gu...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
What We’ll Cover
 What B...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
What Is Behavioral Target...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Behavioral Targeting 101
...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Behavioral Targeting Says...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Euphemisms
“Behavioral Ad...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
How Does Behavioral Compa...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
How Does Behavioral Targe...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Google Says
“Sometimes th...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Facebook Says
Facebook’s ...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Telling It Like It Is
 O...
© 2011 Amiable Interactive
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management
Behavioral targeting work...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
OBA Retargeting – An Exam...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
OBA Retargeting – An Exam...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
OBA Interest-Based Advtg....
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
OBA Interest-Based Advtg....
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
OBA Interest-Based Advtg....
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
In Facebook Advertising –...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Facebook Widget Advtg. – ...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Does It Work?
 NAI Study...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Why I Like Behavioral Adv...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Buying Cycle & Behavioral...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
AIDA Model
Awareness Inte...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Buying Cycle
Learn
Shop
B...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Buying Cycle & Search Mar...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Buying Cycle & Social Med...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Behavioral in the Buying ...
© 2011 Amiable Interactive
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management
"On the Web specifically,...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
How to Get Started
Get yo...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Steps to Implementing
1. ...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
1. Set Your Objectives
 ...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
2. Choose a Platform
Plat...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
3. Choose an Agency
 Con...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Behavioral in the Buying ...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
4. Implement Analytics
 ...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Sample On-Line Portfolio
...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Ethics in Behavioral Targ...
© 2011 Amiable Interactive
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management
“Privacy is a key ingredi...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Understanding the Technol...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
What are cookies?
Source:...
© 2011 Amiable Interactive
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management
Please don’t delete your ...
© 2011 Amiable Interactive
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management
Could you tell me a littl...
© 2011 Amiable Interactive
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management
“I need to know some
info...
© 2011 Amiable Interactive
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management
“I need to know some
info...
© 2011 Amiable Interactive
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management
“I need to know some
info...
© 2011 Amiable Interactive
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management
“I need to know some
info...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Trust, Perception and Att...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Our Goal As Marketers
 A...
Ethical Marketing Needs A New Guidepost
3 Rules of Fair Play at Amiable Interactive
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Ethics In Marketing
 Ami...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
3 Must Haves in Marketing...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
3 Must-Haves in Behaviora...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Who Will Regulate?
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Current Bills in Committe...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
The Digital Advertising A...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
OBA Compliance for Small ...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
DAA Compliance for Small ...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Word of Mouth Compliance
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Providing Benefit
 Choos...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Providing Empowerment
 C...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Ensuring Transparency
 C...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Privacy Policy Sample
“We...
© 2011 Amiable Interactive
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management
“With realization of one'...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
What Marketing Is
 Marke...
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Our Goal as Advertisers &...
© 2011 Amiable Interactive
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management
Online advertising isn’t ...
© 2011 Amiable Interactive
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management
Who do you really want to...
Thank you!
Let’s Be Amiable...
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Privacy and Behavioral Targeting, Amiable Interactive

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Presentation on Online Behavioral Targeting, 2011

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Transcript of "Privacy and Behavioral Targeting, Amiable Interactive"

  1. 1. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Find Your Audience Without Breaking the Rules Privacy and Behavioral Targeting
  2. 2. © 2011 Amiable Interactive Amiable Interactive Search Engine Marketing, Pay-Per-Click Management  Pay-Per-Click Management: AdWords, Microsoft (Bing), Yahoo!, Facebook, LinkedIn  Targeted Display Advertising  Multi-Targeting – Location, Contextual, Behavioral  WordPress SEO Amiable Interactive What We Do
  3. 3. © 2011 Amiable Interactive Amiable Interactive Search Engine Marketing, Pay-Per-Click Management  Focus on Ethical Marketing  Data-Driven: Measurable Results  Google Analytics Performance Marketing Amiable Interactive Our Mission
  4. 4. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Behavioral Targeting is Getting A Bad Rap  Subject of Wall Street Journal investigation  Target of Multiple Consumer-Interest Groups  Conjures up Stalkers, Peeping Toms…  …and Big Brother!
  5. 5. TV’s Mad Men series on AMC Then again… advertising has always gotten a bad rap.
  6. 6. © 2011 Amiable Interactive Amiable Interactive Search Engine Marketing, Pay-Per-Click Management If Behavioral Targeting is Like Big Brother, Then The Question Is:
  7. 7. © 2011 Amiable Interactive Amiable Interactive Search Engine Marketing, Pay-Per-Click Management Can You Use Behavioral Targeting… …as a Force for Good?
  8. 8. © 2011 Amiable Interactive Amiable Interactive Search Engine Marketing, Pay-Per-Click Management Because we’re all good guys here, right?
  9. 9. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive What We’ll Cover  What Behavioral Targeting Is  How to Fit Behavioral Targeting into Your Marketing Mix  How to Get Started  How to Exhibit “Great Responsibility”
  10. 10. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive What Is Behavioral Targeting? (Can they see me in the shower?)
  11. 11. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Behavioral Targeting 101 “Behavioral segmentation divides buyers into groups based on their knowledge, attitudes, uses or responses to a product.” Principles of Marketing, Kotler, Armstrong (2005)
  12. 12. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Behavioral Targeting Says Me “Behavioral targeting is, essentially, interest-based advertising.” Privacy and Behavioral Targeting, Hope Foster-Reyes (2011)
  13. 13. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Euphemisms “Behavioral Advertising” “Interest-Based Advertising”
  14. 14. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive How Does Behavioral Compare?  Traditional online & offline display advertising targets by publication or website subject matter.  “Contextual” display advertising targets by the content of the page itself.  Behavioral advertising targets by the interests and affiliations of actual people.  Search Engine Marketing targets by the exact questions people ask.
  15. 15. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive How Does Behavioral Targeting Know?  Traditional Online Display Advertising • Web Browsing Behavior (via Cookies)  New Ad Models Built for Social Media • Profile Data • Social “Likes” and Social Sharing
  16. 16. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Google Says “Sometimes the ads we show you are based on the content of the page you are viewing. Other times, the ads are intended to reflect your interests which are based on the content of the webpages from participating websites that you've previously visited.” Source: What Are Ads by Google?
  17. 17. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Facebook Says Facebook’s targeted advertising is “materially different from behavioral targeting as it is usually discussed.” “In offering its free service to users, Facebook is dedicated to developing advertising that is relevant and personal without invading users' privacy, and to giving users more control over how their personal information is used in the online advertising environment.” Source: “Our targeted ads aren’t creepy”, CNet News
  18. 18. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Telling It Like It Is  Online Behavioral Advertising or “OBA” refers to advertising served by ad networks based on previous browsing behavior.  But advertising on social networks based on interests and affiliations is largely behaviorally-based by definition.
  19. 19. © 2011 Amiable Interactive Amiable Interactive Search Engine Marketing, Pay-Per-Click Management Behavioral targeting works because it allows advertisers to speak to people who actually want to hear what they have to say.
  20. 20. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive OBA Retargeting – An Example Seen on: hippie dippie bébé, A Natural Parenting Blog
  21. 21. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive OBA Retargeting – An Example Not Contextual – Behavioral
  22. 22. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive OBA Interest-Based Advtg. Example
  23. 23. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive OBA Interest-Based Advtg. Example
  24. 24. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive OBA Interest-Based Advtg.Example Not Contextual – Behavioral
  25. 25. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive In Facebook Advertising – An Example These ads pretty much have me pegged: o I’m female. o I work. o I have kids. o I prefer natural products and natural remedies. …However they don’t address what I’m actively thinking about, as Google’s OBA example reflects.
  26. 26. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Facebook Widget Advtg. – An Example Pretty cool articles my friends shared on FB!
  27. 27. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Does It Work?  NAI Study: 2X Increase in Conversion Rate • Run of Network Display Ad Avg. CR: 2.8% • Behaviorally Targeted Display Ad Avg. CR: 6.8%  Optigence Study: 192% Rise in Clickthrough  Internet Retailer: Small Businesses • 50% Say Behavioral Targeting Increased Conversion (47.8% Not Testing or Unsure) • 71.4% Plan to Increase Their Focus on Behavioral Targeting
  28. 28. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Why I Like Behavioral Advertising … I don’t have to see these ads anymore.
  29. 29. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Buying Cycle & Behavioral Targeting How to fit behavioral advertising into your marketing mix.
  30. 30. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive AIDA Model Awareness Interest Desire Action (Loyalty)
  31. 31. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Buying Cycle Learn Shop BuyGet Use
  32. 32. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Buying Cycle & Search Marketing Learn Shop BuyGet Use Informational Searches Comparison Searches Transactional Searches Navigational Searches Navigational Searches
  33. 33. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Buying Cycle & Social Media Marketing Learn Shop Buy Get Use Recom- mend Social Media Social Media Social Media Social Media Social Media
  34. 34. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Behavioral in the Buying Cycle Learn Shop Buy Get Use Recom- mend Social Media Social Media Social Media Social Media Social Media Informational Searches Comparison SearchesNavigational Searches Behavioral & Display Behavioral & Display Behavioral & Display AWARENESS INTEREST DESIRE ACTION LOYALTY Transactional Searches Navigational Searches
  35. 35. © 2011 Amiable Interactive Amiable Interactive Search Engine Marketing, Pay-Per-Click Management "On the Web specifically, advertising has moved into more demand fulfillment as opposed to demand creation. That's not really advertising. There's nothing wrong with it. Doing search marketing and point-of purchase displays all works, but it's not advertising. It's not about creating demand and improving brand metrics.“ Jim Spanfeller, CEO of Forbes.com Source: “Most Marketers Ignore Brand Metrics Online”, AdWeek (June 2009).
  36. 36. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive How to Get Started Get your message to those who really want to hear it.
  37. 37. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Steps to Implementing 1. Set Your Objectives. 2. Choose a Platform. 3. Choose an Agency. (Pick Me!) 4. Implement Analytics Baseline & Tracking. 5. Go!
  38. 38. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive 1. Set Your Objectives  What action do you want your site/page visitors to take?  How will you measure success? • Where are you now? • Where do you want to be?  Who do you want to attract?
  39. 39. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive 2. Choose a Platform Platform Vehicle Demographic Behavioral Facebook Facebook Ads Gender, Age, Location (down to City + Radius), Language, Relationship Status, Sexual Orientation, Level of Education, University Attended, Job Title, Specific Interests (Favorite Movies, Music, Political Views, etc.), Specific Activities, Facebook Groups, Facebook Connections (Pages Liked, Events, Apps), Interest Categories (Family Status, Movie Categories, Sports, etc.) LinkedIn LinkedIn Ads Gender, Age, Location (down to Metro Area), Company Name, Company Category, Job Title, Job Function, Seniority LinkedIn Groups Twitter Magpie, Sponsored Tweets n/a Based on Twitter followers of sponsored tweeter. AdWords Interest Category Audiences n/a 1700 Interest Categories based on browsing history AdWords Remarketing Audiences n/a Past Visitors to specific owned web pages
  40. 40. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive 3. Choose an Agency  Consider: • Experience in your industry. • Ethics, especially in the case of WOM (Word of Mouth) Marketing or Behavioral Targeting • Respect for the big picture and coordination between marketing activities along the buy cycle.
  41. 41. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Behavioral in the Buying Cycle Learn Shop Buy Get Use Recom- mend Social Media Social Media Social Media Social Media Social Media Informational Searches Comparison SearchesNavigational Searches Behavioral & Display Behavioral & Display Behavioral & Display AWARENESS INTEREST DESIRE ACTION LOYALTY Transactional Searches Navigational Searches
  42. 42. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive 4. Implement Analytics  Consider: • Engagement Metrics • Multi-Channel Attribution
  43. 43. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Sample On-Line Portfolio Targeting Goal Medium Platform Sample Terms Primary Metrics Keyword Direct Response Search Engine PPC AdWords best digital camera, buy kleen kanteen Direct Response Behavioral Direct Response Display AdWords Retargeting prior site visitors Direct Response Keyword Brand Awareness Search Engine PPC AdWords how to remove stains, sunscreen benefits Engagement- Based Behavioral, Contextual Brand Awareness Display AdWords Campers & RV’s, Fashion & Style, Web Services Engagement- Based Behavioral Brand Awareness Social Media Advtg. Facebook Scuba Diving, Fantasy Football, Carhartt Engagement- Based Demographic Geographic Category Awareness Display AdWords Age, Gender, Income, Region, Metro-Area Engagement- Based
  44. 44. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Ethics in Behavioral Targeting “With great power comes great responsibility.”
  45. 45. © 2011 Amiable Interactive Amiable Interactive Search Engine Marketing, Pay-Per-Click Management “Privacy is a key ingredient for sustaining consumer trust, which in turn is critical to realize the full potential for innovation and the growth of the Internet.” Cameron F. Kerry, U.S. Department of Commerce
  46. 46. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Understanding the Technology  Google AdWords and DoubleClick behavioral targeting is based on browser behavior stored in browser-based cookies.  Facebook behavioral targeting is based on profile data, interests, connections (“likes”), News Feed messages (status updates and social shares), all stored in Facebook, with privacy based on Facebook defaults and individual settings.  Twitter behavioral targeting is based on public profile data and public status updates.  LinkedIn behavioral targeting is based on profile data and group membership stored in LinkedIn, with privacy based on LinkedIn defaults and individual settings.
  47. 47. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive What are cookies? Source: MunkeeFunkee on YouTube
  48. 48. © 2011 Amiable Interactive Amiable Interactive Search Engine Marketing, Pay-Per-Click Management Please don’t delete your cookies!
  49. 49. © 2011 Amiable Interactive Amiable Interactive Search Engine Marketing, Pay-Per-Click Management Could you tell me a little bit about yourself?
  50. 50. © 2011 Amiable Interactive Amiable Interactive Search Engine Marketing, Pay-Per-Click Management “I need to know some information about you, so I can serve you better.”
  51. 51. © 2011 Amiable Interactive Amiable Interactive Search Engine Marketing, Pay-Per-Click Management “I need to know some information about you, so I can serve you better.”
  52. 52. © 2011 Amiable Interactive Amiable Interactive Search Engine Marketing, Pay-Per-Click Management “I need to know some information about you, so I can serve you better.”
  53. 53. © 2011 Amiable Interactive Amiable Interactive Search Engine Marketing, Pay-Per-Click Management “I need to know some information about you, so I can serve you better.”
  54. 54. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Trust, Perception and Attitude  What we perceive to be a threat depends on: • Our Attitudes • Our Associations
  55. 55. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Our Goal As Marketers  Associate with ethical businesses  Embody ethical principles
  56. 56. Ethical Marketing Needs A New Guidepost 3 Rules of Fair Play at Amiable Interactive
  57. 57. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Ethics In Marketing  Amiable’s 3 Rules of Fair Play: • We will not pursue marketing tactics that benefit our company, but not our clients. • We will work to ensure our marketing is held accountable to our clients’ goals, and our reporting includes visibility into all costs, including our own. • We will provide marketing messages that are based in integrity and transparency, upholding a pact of trust between our clients and the customers they serve.
  58. 58. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive 3 Must Haves in Marketing  Mutual Benefit  Empowerment  Transparency
  59. 59. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive 3 Must-Haves in Behavioral Targeting Benefit Am I providing benefit to those who see the ad? Is there harm done? Empowerment Do my ad viewers know what’s being tracked? Can they opt-out easily? Transparency Is information about targeting complete? Is it misleading?
  60. 60. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Who Will Regulate?
  61. 61. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Current Bills in Committee  Commercial Privacy Bill of Rights, S. 799 o John Kerry [D-MA], John McCain [R, AZ] Sponsors o Introduced April 12, Referred to Committee on Commerce  Do-Not-Track Online Act of 2011, S. 913 o John Rockefeller [D-WV] Sponsor o Introduced May 9, Referred to Committee on Commerce  Data Security and Breach Notification Act of 2011, S. 1207 o Mark Pryor [D-AR], John Rockefeller [D-WV] Sponsors o Introduced June 15, Referred to Committee on Commerce
  62. 62. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive The Digital Advertising Alliance
  63. 63. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive OBA Compliance for Small Business
  64. 64. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive DAA Compliance for Small Business Work with a PPC Management firm. Create behavioral campaigns with one of the major ad networks for small businesses.
  65. 65. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Word of Mouth Compliance
  66. 66. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Providing Benefit  Choose a provider that: o Ensures security of data. o Uses data for advertising purposes only. o Avoids web beacons or uses them responsibly.  Limit the information you use. o Don’t use or track personal health or financial information. o Avoid excessive detail on browsing, such as specific products from shopping carts.  Make compelling offers. o Use behavioral targeting to give your customers what they want!
  67. 67. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Providing Empowerment  Choose an ad network that: o Visibly displays the “Ad Choices” logo. o Educates about interest-based advertising; how it works and the benefits. o Allows granular level opt-out.  Promote involvement. o Use social networks and other mechanisms to involve customers – seek customer feedback and product ideas.  Educate. o Use blogs, social media, and newsletters to inform your public about your commitment to choice and mutual benefit.
  68. 68. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Ensuring Transparency  Choose providers that: o Have a clear privacy policy, especially one that is easy to read an focuses on informing that risk management. o Actively stay abreast of FTC and government regulations. o Comply with existing WOM regulations. o For large businesses, consider Evidon or TrustE.  Display a privacy policy: o For your site analytics. o For your newsletter signup. o For advertising displayed on your site, especially if your ad provider utilizes OBA cookies.
  69. 69. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Privacy Policy Sample “We utilize the services of Google Analytics and similar site tracking partners to help us improve the content of our web site. When visitors to hippie dippie bébé have enabled javascript in their browser, Google Analytics servers automatically record the same kind of information that your browser sends whenever you visit any website, or when you use Google’s search services themselves. These server logs may include information such as your web request, referrer, Internet Protocol address, browser type, browser language, the date and time of your request and one or more cookies that may identify your browser. However, we do not correlate this information with data about individual users. This data does not include any personally identifiable information, such as name, address, phone number, etc. Google Analytics also tracks and catalogs the search terms that users enter in our Search function; this tracking is never associated with individual users. We use third-party advertising companies such as Google AdSense to serve ads when you visit our website. By doing so, we are able to support our ongoing efforts at informative and well-researched content. In their efforts to display relevant, useful ads to our visitors, Google AdSense may use information (not including your name, address, email address, or telephone number) about your visits to this and other websites. If you would like to know more about this practice and your choices regarding the use of this information by companies such as Google, more information is available via Google’s AdSense and DoubleClick privacy policy.” Source: hippie dippie bébé.com
  70. 70. © 2011 Amiable Interactive Amiable Interactive Search Engine Marketing, Pay-Per-Click Management “With realization of one's own potential and self- confidence in one's ability, one can build a better world. ” His Holiness the Dalai Lama, Spiritual Leader of Tibet
  71. 71. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive What Marketing Is  Marketing is just communication.  Marketing can be “good” or “bad”.
  72. 72. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Our Goal as Advertisers & Marketers: 1. Embody ethical principles. 2. Associate with ethical providers. 3. Reach the people who want to hear what we have to say.
  73. 73. © 2011 Amiable Interactive Amiable Interactive Search Engine Marketing, Pay-Per-Click Management Online advertising isn’t going anywhere.
  74. 74. © 2011 Amiable Interactive Amiable Interactive Search Engine Marketing, Pay-Per-Click Management Who do you really want to talk to?
  75. 75. Thank you! Let’s Be Amiable...

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