10 Ways To Use Search Beyond SEM - OMMA Global NY 2009

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If you're only using search data to improve your SEM programs, you're missing the boat. Here are 10 ways to leverage search data beyond the SEM channel.

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10 Ways To Use Search Beyond SEM - OMMA Global NY 2009

  1. 1. Beyond the Click: Planners Use Search Beyond SEM
  2. 2. Today’s Presenters <ul><li>Aaron Goldman , Managing Partner , Connectual </li></ul><ul><li>Alex Hooshmand , VP, Product and Operations , BlueKai </li></ul><ul><li>Brett Goffin , Head of Industry, Retail , Google </li></ul><ul><li>Stacie Susens , Associate Director, Client Strategy & Development , Resolution Media </li></ul><ul><li>Eli Goodman , Search Evangelist , comScore </li></ul>
  3. 3. 10 Ways to Use Search Data Beyond SEM
  4. 4. 1. (Re)Define your audience Source: Microsoft adCenter Labs Women 18-34
  5. 5. 2. Competitive Intelligence Source: AdGooroo Sitters & Nannies Training, Job Hunting General Listings, Background Checks Live-Ins, AuPairs Disabilities, Non-profits
  6. 6. 3. Refine your USP Source: Twitter Search Safety Cost Convenience Location
  7. 7. 4. Adjust your product line/features Source: AdGooroo Let’s watch the pets too!
  8. 8. 5. Decide what markets to support Source: Google Insights for Search Time to open the Alaska branch!
  9. 9. 6. (Re)Develop your Web site Source: Microsoft adCenter Labs Focus on Depth of Content, Info, and Engagement. Don’t Drive Straight to Lead Forms!
  10. 10. 7. Tweak your non-search advertising creative Source: Yahoo Buzz Ads should make moms feel good about themselves!
  11. 11. 8. Inform your online display media buys Source: comScore Marketer Buy CafeMom, HotChalk and Disney!
  12. 12. 9. Measure performance of offline ads Source: Google
  13. 13. 9. Measure performance of offline ads Source: Google Jan 31 st Feb 13 th 6:00 – 7:00PM Feb 17 th & 18 th Feb 22 nd 5:00-6:00PM Feb 24 th 5:00 – 6:00PM Hourly
  14. 14. 10. Predict elections Source: http://www.findresolution.com/2008/11/can-google-predict-election.html
  15. 15. 10. Predict elections Source: Google Insights for Search
  16. 16. 10. Predict elections Source: Google Insights for Search
  17. 17. 10. Predict elections Source: CNN
  18. 18. 10. Predict elections Source: http://digitalseachange.blogspot.com/2008/11/googling-next-president.html

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