SES Personalization, User Data & Search

Personalization, User Data & Search Uses Mobile Search Daily Searches in Spanish and English Queen of the Generic Query Uses Google to Navigate Everywhere Addicted to Maps

Nothing Performs Better than Targeting to the Intentions of Users

SEMs need to step up and get recognized

CMOs think BT is just Display!

Higher Search Budget, More Brand $

Everyone wins!

Importance of BT & Personalization for SEMs

Personalization and Behavioral Targeting from Search is Easy and Effective

Hey man, pass the parameter...

hl = host language

safe = safe search preference

client = browser

rls = results language

q = query

btnG = search interface

More...http:// www.joostdevalk.nl/wp-content/uploads/2007/07/google-url-parameters.pdf

http://www.google.com/search? hl =en& safe= off& client =safari& rls =en& q =ses+san+jose& btnG =Search

Ad Group

Ad Creative

Match Type

Local

Ads can provide even more parameters

Thick Slices = High Impact

Thick Slices = High Impact Provide Large Data Sets for Confidence Small Lifts Make a Big Impact

Behavior

new

return

times visited

keyword(s)

branded/generic

previous query

usage

seen display

Temporal

time

day

season

recency

frequency

Environment

geo

language

resolution

browser

Source

channel

natural search

paid search

contextual

network

ad creative

match type

Search Segmentation

Personalization & Targeting Roadmap

Use Data to Discover Segments & Affinities

Hypothesize Relevance

Create & Develop

Test & Validate

Monitor

Source Targeting

Source Targeting > Google Spanish Language Google uses URL parameter “hl” to represent a visitors host language. “ hl=es” represents Spanish Language Google

Source Targeting > Google Spanish Language Control Targeted Content

Results > Targeting Google Spanish Language 163% Lift in Engagement +163% CTR!

Results > Targeting Google Spanish Language 47% Lift in Conversion Rate +47% CR!

Results > Targeting Google Spanish Language 7% Lift in Revenue Per Visitor (RPV) +7% RPV!

Keyword Match Type

Personalization - Query Reinforcement Exact +2.63% Conversion Rate You searched for “health insurance” on Google

Personalization - Query Reinforcement Exact +2.63% Conversion Rate Broad +4.36% Conversion Rate You searched for “health insurance” on Google

Personalization - Query Reinforcement You searched for “health insurance” on Google Exact +2.63% Conversion Rate Broad +4.36% Conversion Rate Phrase +15.16% Conversion Rate

Temporal

Personalization - Temporal Landings (Brand)

Personalization - Temporal Landings (Brand) Weekdays +13.89% Lift in RPV

Personalization - Temporal Landings (Brand) Weekends +8.44% Lift in RPV

Geo & Local

Re-Targeting

Re-Targeting Based on Affinity

Results > Targeting Affinity Targeted Content Based on Affinity

Targeted Category Drives Engagement Guitars +17% CTR Bass +74% CTR Keyboards +26% CTR Drums +52% CTR DJ +32% CTR Recording +30% CTR Live +82% CTR Band +18% CTR

And Increases Revenue Per Visitor Guitars +17% CTR Bass +74% CTR Keyboards +26% CTR Drums +52% CTR DJ +32% CTR Recording +30% CTR Live +82% CTR Band +18% CTR Aggregate RPV Increase of 15%!