Ads in a Quality Score World

Contextual Relevance

Segmentation + Targeting = Relevance
Contextual Relevance

Segmentation

Referrer
organic search
ppc
email
direct
display
affiliate
Site Behavior
new/return
Segmentation
clicks
usage
Temporal
time
day
season
recency
frequency
Environment
ip
country
resolution
browser

★ relevance
• One entry found for relevance.
Main Entry: rel·e·vance
•
• Pronunciation: 're-l&-v&n(t)s
• Function: noun
1 a : relation to the matter at hand b : practical and
•
especially social applicability : PERTINENCE <giving
relevance to college courses>
• 2 : the ability (as of an information retrieval system) to
retrieve material that satisfies the needs of the user
★ http://www.m-w.com/dictionary/relevance
4

★ relevance
• One entry found for relevance.
Main Entry: rel·e·vance
•
• Pronunciation: 're-l&-v&n(t)s
• Function: noun
1 a : relation to the matter at hand b : practical and
•
especially social applicability : PERTINENCE <giving
relevance to college courses>
• 2 : the ability (as of an information retrieval system) to
retrieve material that satisfies the needs of the user
★ http://www.m-w.com/dictionary/relevance
4

Ads are the Bridge of Relevance

Paid Search: Built for Relevance
Segmentation
Channels
Campaigns
AdGroups (Orders)
Keywords
Targeting
Ad Copy
Geo
SERP/Content
Relevance Delivered
Landing Page
6

How Ads Help Deliver Relevance
• Segmentation
• Targeting
• First Impression
• Generate Interest
• Set Expectation
• Persuade
7

The Power of Ads - Case Study on Brand Terms
Traffic:
Conversion Rate:
Revenue:
8

How the Search Engines Determine Relevance
• CTR
• CTR
• CTR
•
9

Google Quality Score
• Keyword Quality Score (Determines Minimum Bid)
– CTR
– AdsBot (Relevance of Ad Text & Landing Page)
• SERP Quality Score (Determines Rank)
– KWQS
– Maximum Bid
– Performance History in Relation to Specific Query
• Content Quality Score
– Performance History in Relation to Site
– Landing Page Relevance
10

Root & Stem Relevance
Retirement AdGroup:
kw1 - retirement savings
kw2 - retirement account
kw3 - retirement information
kw4 - retirement planning
11

Root & Stem Relevance
Retirement AdGroup:
kw1 - retirement savings
kw2 - retirement account
kw3 - retirement information
kw4 - retirement planning
12

Root & Stem Relevance
Retirement AdGroup:
kw1 - retirement savings
kw2 - retirement account
kw3 - retirement information
kw4 - retirement planning
13

Who & What Determines Relevance?
Recipe A-C
Title: “{keyword}”
Recipe Impressions Conversion Rate
Recipe A 265,909 5.72%
Recipe B 265,045 5.09%
Recipe C 264,784 5.49%
14

Who & What Determines Relevance?
Recipe D-F
Title: “ Find {keyword}”
Recipe Impressions Conversion Rate
Recipe D 47,093 8.59%
Recipe E 47,289 5.24%
Recipe F 47,066 7.76%
15

Who & What Determines Relevance?
Recipe G-I
Title: “The Wait is Over”
Recipe Impressions Conversion Rate
Recipe G 46,518 9.84%
Recipe H 46,795 8.11%
Recipe I 46,579 11.76%
16

Multivariate Results
Elements Influence on Conversion
Title 13.54%
Description 1 53.55%
Description 2 23.56%
URL 9.37%
17

Reinforcement
18

19

Bridging the Moment of Recognition with Relevance
Recipe Visitors CR Lift RPV Lift
SRP - 37,987 -- -- -- --
Control
SRP - 43,973 +48.35% +71.38%
N/A N/A
Reinforce
20

Satisfying the Needs of Users
NYT.com Users
21

Satisfying the Needs of Users
31 Navigation Messages Top 50 Internal Search Queries (Sept 2006)
22

February 2007
Unsatisfied?
Top 50 Internal Search Queries
September 2006
23

Jonathan Mendez, Chief Strategy Officer
Thanks!
• www.optimizeandprophesize.com - My Blog
• www.ottodigital.com - OTTO Site
• www.offermatica.com - Technology & Parent
24

Jonathan Mendez, Chief Strategy Officer
Thanks!
• www.optimizeandprophesize.com - My Blog
• www.ottodigital.com - OTTO Site
• www.offermatica.com - Technology & Parent
24