Ads In A Quality Score World - SES NYC 2007

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

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

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

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

Ads In A Quality Score World - SES NYC 2007

by Jonathan Mendez on Apr 16, 2007

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Ads In A Quality Score World - SES NYC 2007 — Presentation Transcript

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