Search 4.0 Search Ads and Behavioral Targeting

Search Ads & Behavioral Targeting

Marketing Solutions Powered By Technology Embedded with testing & Targeting
Post-Click
Optimized Landing pages
Site Optimization
Dynamic Applications
Pre-Click
Ad Widgets/Applications
Next-Gen Search Ads (Gadgets, Video)

Personalization & Targeting Roadmap
Build Segments & Affinities
Hypothesize Relevance
Create & Develop
Test & Validate
Monitor

Segments: Thick Slices = High Impact

Segments: 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
match type
previous query
usage
view-through
Temporal
time
day
season
recency
frequency
High Impact Segments
Environment
geo
language
resolution
browser
Source
channel
natural search
paid search
contextual
network
ad creative
match type

hl= host language
safe = safe search preference
client = browser
rls = results language
q = query
btnG= search interface
+ 30 more!
http://www.google.com/search? hl =en& safe= off& client =safari& rls =en& q =on+site+targeting& btnG =Search Source URL Parameters = Easy Targets

Me read cookie… Give yummy content

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

Source Targeting Google Spanish Language Control Targeted Content

Source Targeting Google Spanish Language Control Targeted Content +163% CTR! +47% CR! +7% RPV!

Affinity Targeting

Targeted Content Based on Affinity Affinity Targeting

Affinity Targeting 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

Temporal Targeting

Weekdays +13.89% Lift in RPV Temporal Targeting

Weekends +8.44% Lift in RPV Temporal Targeting

Search Ads & BT with The Semantic Web 4.0 is Here!!!

Social Search

Ad Targeting 4.0 found 59 Chicago Hotels $99 $400 Book It << prev next >> Lowest avg rate $256.50 The Fairmont Chicago

Ad Targeting 4.0 Blackhawks vs Oilers 3/9 WWE 3/11 Bulls vs J azz 3/11 Bla ckhawks vs Hu rricanes 3/12 Chicago Event Tickets 3/09/08 - 3/13/08 See All

Semantic Targeting 4.0

TARGETED TO ZIP
TARGETED TO CONTENT
LIVE QUERY FIELD TO ADVERTISER API
REFINE RESULTS LINKS
DYNAMIC FLASH VIDEO MODEL DETAILS
REAL-TIME INVENTORY
LINK TO DEALER SITE
CLICK TO CALL CAPABLE
Semantic Targeting 4.0

http://www.dapper.net/dapperads-proxy.jsp?url=http%3A%2F%2Fwww.edmunds.com%2Fford%2Freview.html

Thank You! OptimizeandProphesize .com Jonathan Mendez

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Search 4.0 Search Ads and Behavioral Targeting

by Jonathan Mendez on Mar 02, 2008

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Search 4.0 Search Ads and Behavioral Targeting — Presentation Transcript