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Alistair Dent: “Advanced Targeting: From Keywords to Audiences”
Alistair Dent: “Advanced Targeting: From Keywords to Audiences”
Alistair Dent: “Advanced Targeting: From Keywords to Audiences”
Alistair Dent: “Advanced Targeting: From Keywords to Audiences”
Alistair Dent: “Advanced Targeting: From Keywords to Audiences”
Alistair Dent: “Advanced Targeting: From Keywords to Audiences”
Alistair Dent: “Advanced Targeting: From Keywords to Audiences”
Alistair Dent: “Advanced Targeting: From Keywords to Audiences”
Alistair Dent: “Advanced Targeting: From Keywords to Audiences”
Alistair Dent: “Advanced Targeting: From Keywords to Audiences”
Alistair Dent: “Advanced Targeting: From Keywords to Audiences”
Alistair Dent: “Advanced Targeting: From Keywords to Audiences”
Alistair Dent: “Advanced Targeting: From Keywords to Audiences”
Alistair Dent: “Advanced Targeting: From Keywords to Audiences”
Alistair Dent: “Advanced Targeting: From Keywords to Audiences”
Alistair Dent: “Advanced Targeting: From Keywords to Audiences”
Alistair Dent: “Advanced Targeting: From Keywords to Audiences”
Alistair Dent: “Advanced Targeting: From Keywords to Audiences”
Alistair Dent: “Advanced Targeting: From Keywords to Audiences”
Alistair Dent: “Advanced Targeting: From Keywords to Audiences”
Alistair Dent: “Advanced Targeting: From Keywords to Audiences”
Alistair Dent: “Advanced Targeting: From Keywords to Audiences”
Alistair Dent: “Advanced Targeting: From Keywords to Audiences”
Alistair Dent: “Advanced Targeting: From Keywords to Audiences”
Alistair Dent: “Advanced Targeting: From Keywords to Audiences”
Alistair Dent: “Advanced Targeting: From Keywords to Audiences”
Alistair Dent: “Advanced Targeting: From Keywords to Audiences”
Alistair Dent: “Advanced Targeting: From Keywords to Audiences”
Alistair Dent: “Advanced Targeting: From Keywords to Audiences”
Alistair Dent: “Advanced Targeting: From Keywords to Audiences”
Alistair Dent: “Advanced Targeting: From Keywords to Audiences”
Alistair Dent: “Advanced Targeting: From Keywords to Audiences”
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Alistair Dent: “Advanced Targeting: From Keywords to Audiences”

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Transcript

  • 1. Advanced Targeting in Search: From Keywords to Audiences Alistair Dent @periscopix 4th June 2014
  • 2. Beyond blue links
  • 3. We don’t search for pages, but for entities
  • 4. Entities: pages
  • 5. Entities: people
  • 6. Entities: places
  • 7. Our search queries are a database of our intents
  • 8. But we can have intents without a search query
  • 9. Intents: navigation
  • 10. Intents: information
  • 11. Intents: transaction
  • 12. These intents and entities combine
  • 13. We call the combinations contexts
  • 14. AdWords targeting mechanisms
  • 15. Keywords Devices Locations Time of day Day of week Engageme nt Demograp hics
  • 16. The combinations of these are our way to target context
  • 17. Bid multipliers
  • 18. Personas
  • 19. 1. Start with your personas (never start with the data)
  • 20. 2. Define the personas with combinations of signals
  • 21. 3. Which combinations convert best? (And worst?)
  • 22. 4. Change your bids!
  • 23. 5. Who needs a different ad?
  • 24. 6. Who needs a different landing page?
  • 25. Example: store locator traffic
  • 26. Example: targeting commuters
  • 27. Example: two-stage subscriptions
  • 28. The challenges:
  • 29. 1. Attribution is an unsolved problem
  • 30. 2. You don’t know in advance which combinations are best
  • 31. 3. Data mining bad!
  • 32. Summary: Personas, context and tricky data

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