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Real-time Intent Beyond Search

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Search Engine Strategies SF Presentation

Search Engine Strategies SF Presentation

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  • 1. REAL-TIME INTENTPPC Beyond SearchJonathan MendezYieldbotSan Francisco| August 13–17
  • 2. San Francisco | August 13–17, 2012 | #sessfWHAT IS A YIELDBOT?Yieldbot is a marketplace whereadvertisers target realtime consumerintent flowing through premiumpublishers. @jonathanmendez @yieldbot
  • 3. San Francisco | August 13–17, 2012 | #sessfYieldbot Real-Time Intent Marketplace Partners @jonathanmendez @yieldbot
  • 4. San Francisco | August 13–17, 2012 | #sessfIn the Beginning – SEM Est. 1998 @jonathanmendez @yieldbot
  • 5. San Francisco | August 13–17, 2012 | #sessfExpansion of the Intent Arts – Est. 2008 @jonathanmendez @yieldbot
  • 6. San Francisco | August 13–17, 2012 | #sessfState of the Intent Arts – Est. 2011 @jonathanmendez @yieldbot
  • 7. San Francisco | August 13–17, 2012 | #sessfWhat is Real-Time Intent?Targeting what intent a person is exhibiting real-timewithin a site session.• Landing• Click-Stream• Exit @jonathanmendez @yieldbot
  • 8. San Francisco | August 13–17, 2012 | #sessfNot purchase intent – at this time it’s discoveryThere are 11 Ads on this page! @jonathanmendez @yieldbot
  • 9. San Francisco | August 13–17, 2012 | #sessfIrrelevant Retargeter Irrelevant @jonathanmendez @yieldbot
  • 10. San Francisco | August 13–17, 2012 | #sessf @jonathanmendez @yieldbot
  • 11. San Francisco | August 13–17, 2012 | #sessfHow is Real-Time Intent Determined?Intent is captured using first party site data.Lots of it. Every landing, every click-stream, every exit.Intent distilled based on historical and real-timeanalytics that create click-path specific dynamic/real-time match rules. @jonathanmendez @yieldbot
  • 12. San Francisco | August 13–17, 2012 | #sessfHow is Real-Time Intent Purchased?You buy Keywords (and can use negatives)Ads run as text on publishers standard above the foldslotsPriced on CPC! @jonathanmendez @yieldbot
  • 13. San Francisco | August 13–17, 2012 | #sessfHow is Real-Time Intent Perform?Great!• FURTHER QUALIFIED - ONE STEP FURTHER DOWN FROM SEARCH• BETTER CONTEXT THAN SERP• VALUE OF PUBLISHERS BRAND• EVERY AD IMPRESSION IS RELEVANT @jonathanmendez @yieldbot
  • 14. San Francisco | August 13–17, 2012 | #sessf Real-Time Might Be Your Best Performing Channel• 26% higher conversion rate than Google Paid• 326% higher conversion rate than Google Organic @jonathanmendez @yieldbot
  • 15. San Francisco | August 13–17, 2012 | #sessfReal-Time Has Full Funnel Value AWARENESS Understanding of realtime intent is driving consumers from Premium Publishers to Branded Content REMARKETING Intent laden traffic creates larger cookie pools for retargeted via ad exchanges CONVERSION Conversion Rates beating Search Ads @jonathanmendez @yieldbot
  • 16. San Francisco | August 13–17, 2012 | #sessf THANK YOU!Site: yieldbot.comBlog: blog.yieldbot.comTwitter: @yieldbotEmail: info@yieldbot.com @jonathanmendez @yieldbot