The document discusses how paid search advertising is moving away from keyword-based targeting and toward audience-based targeting using signals like demographics, interests, behaviors and more. It provides examples of new ad formats on Google like image ads, product listing ads and comparison shopping ads. It also discusses new monetization models like cost-per-lead and cost-per-acquisition. The document recommends that advertisers learn to target audiences without keywords using tools like interest category targeting and remarketing to stay effective on Google.

1. The Dawn of Paid Search
Without Keywords
Alex Cohen, Senior Marketing Manager
www.clickequations.com | @digitalalex
© Copyright 2011 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex 1

2. Why Does a Publisher Create Content?
Monetization
Monetization
Content
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3. Think of Google Like a Publisher, Not a Search Engine
Monetization
Monetization
Content
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4. Universal Search Started Pulling Attention from PPC
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5. In 2010, universal paid search
dramatically changed SERPs
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6. New Ad Formats
Product Listing Ads
Display Ads in Image Search
© Copyright 2011 ClickEquations Inc. All Rights Reserved |CONFIDENTIAL
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7. New Calls to Action
Click-to-Call Comparison Ads
© Copyright 2011 ClickEquations Inc. All Rights Reserved |CONFIDENTIAL
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8. New Monetization Models
Cost-per-lead Cost-per-Acquisition
(CPL) (CPA)
© Copyright 2011 ClickEquations Inc. All Rights Reserved |CONFIDENTIAL
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9. New Display Targeting Options
Remarketing Ads
(source: http://clck.it/hsBh2H)
© Copyright 2011 ClickEquations Inc. All Rights Reserved |CONFIDENTIAL
© Copyright 2011 ClickEquations Inc. All Rights Reserved www.ClickEquations.com @digitalalex 9

10. New Advertising Automation
Google Boost
© Copyright 2011 ClickEquations Inc. All Rights Reserved |CONFIDENTIAL
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11. Old vs. New Methods of PPC Advertising
Old New
Targeting Keywords Audience buying
Ads Text Ads Image Ads/
Organic Like Results
Pricing CPC, Daily Budgets CPA, Monthly Budgets
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12. 2 Things Google Needs to Increase Profit
1. Another line of business to complement paid search
2. To remove obstacles to profit and incremental growth within AdWords
Google has already told us there solution to both of these problems…
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13. We will buy more ads on
Google without keywords.
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14. 5 Ways to Target in Paid Search Without Keywords
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15. 2. Targeting by Audience
Demographic Targeting
Demographic Bidding
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16. 3. Targeting by Business Type
Google Boost (SMBs)
Credit Cards Comparison (UK)
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17. 4. Targeting by Product
Product Listing Ads Product Extensions
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18. 5. Targeting by Behavior
Interest Category Targeting
(Source: http://clck.it/feIKnh)
Remarketing
(source: http://clck.it/hsBh2H)
© Copyright 2011 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex 18

19. It’s About Addition vs. Subtraction
Addition Subtraction
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20. How We’ll Buy Without Keywords
Target
Audience
Exclusions
Preferences
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21. One Parting Thought…
Some of these new features creates a hybrid auction where some
advertisers are controlling bids, while Google changes the bids of others
while deciding whether both are eligible/relevant to appear.
In effect, you are placing your bidding wits against Google’s.
© Copyright 2011 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex 21

22. Learn More About Paid Search Without Keywords
• Search Engine Watch Article – http://clck.it/i9Oo4s
• PPC Rockstars podcast – http://clck.it/gxLjJX
• Ask Howie Interview - http://clck.it/gpgU11
• ClickZ Magazine (print) - March 2011 - http://clck.it/fHI1R7
© Copyright 2011 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex 22

23. 43 Paid Search Marketing Tools
http://clck.it/43tools
1. Keyword Research 5. Niche Tools
– Google Keyword Research Tool - • Mongoose Metrics – www.mongoosemetrics.com
https://adwords.google.com/select/KeywordToolExternal • Optimine – www.optimine.com
– Wordtracker – www.wordtracker.com • MarchEx – www.marchex.com
– Trellian Keyword Discovery - • ClearSaleing – www.clearsaleing.com
http://www.keyworddiscovery.com/ 6. Testing & Personalization
– SEO Book Keyword Tool – • Google Website Optimizer - www.google.com/websiteoptimizer
http://tools.seobook.com/keyword-tools/seobook/ • Omniture Test & Target - http://clck.it/testandtarget
– Wordstream – www.wordstream.com • Monetate – www.monetate.com
2. Competitive Analysis • Sitespect – www.sitespect.com
1. Compete – www.compete.com • Ion Interactive – www.ioninteractive.com
2. AdGooRoo – www.adgooroo.com 7. Analytics – Qualitative
3. SEMRush – www.semrush.com • 4Q – http://4q.iperceptions.com
4. The Search Monitor – www.thesearchmonitor.com • Foresee – www.foreseeresults.com
5. iSpionage – www.ispionage.com • UserTesting – www.usertesting.com
3. Display Research • iPerceptions – www.iperceptions.com
1. Google Placement Tool – Instructions - • KnowClick – www.knowclick.com
http://clck.it/placement-tool 8. Analytics – Quantitative
2. DoubleClick Ad Planner – • Adobe by Omniture – www.omniture.com
http://www.google.com/adplanner/ • Unica – www.unica.com
3. Web Data Extractor - http://www.webextractor.com/ • Google Analytics – www.google.com/analytics
4. Performance Marketing Platforms • Coremetrics – www.coremetrics.com
• ClickEquations – www.clickequations.com • Webtrends – www.webtrends.com
• Kenshoo – www.kenshoo.com 9. Customer Relationship Management (CRM)/Lifetime Value (LTV)
• Marin Software – www.marinsoftware.com • SalesForce – www.salesforce.com
• Acquisio – www.acquisio.com • SAP – www.sap.com
• AdWords Editor – www.google.com/intl/en/adwordseditor/ • NetSuite – www.netsuite.com
• adCenter Desktop - http://clck.it/9JbCPS • Venda – www.venda.com
• Volusion – www.volusion.com
© Copyright 2011 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex 23

24. ClickEquations: Intelligent Paid Search Platform
ClickEquations enables you to
manage all aspects of your accounts
more easily
• Campaign management with bulk
editing and easy-to-use optimization
• Powerful bid management created
with experts from the Wharton School
• Best in class analytics for advanced
and automated reporting
• And ClickEquations makes it all
easy through Segments, Adviser,
and Analyst
www.ClickEquations.com | @clickequations
© Copyright 2011 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex 24

25. ClickEquations – Alex Cohen
acohen@clickequations.com www.ClickEquations.com
484-362-1321
@DigitalAlex www.AlexLCohen.com
© Copyright 2011 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex 25