Ads in a Quality Score World

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Delivering Contextual Relevance in Search

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Ads in a Quality Score World

  1. 1. Ads In A Quality Score World Delivering Relevance: Matching the Right Message with the Right Audience Jonathan Mendez December 4th, 2006
  2. 2. Delivering Contextual Relevance Segmentation + Targeting = Relevance Great push example of finding the opportune moment & delivering contextual relevance
  3. 3. <ul><li>Segmentation </li></ul><ul><ul><li>Channels </li></ul></ul><ul><ul><li>Campaigns </li></ul></ul><ul><ul><li>AdGroups (Orders) </li></ul></ul><ul><ul><li>Keywords </li></ul></ul><ul><li>Targeting </li></ul><ul><ul><li>Ads </li></ul></ul><ul><ul><li>Local </li></ul></ul><ul><ul><li>Contextual </li></ul></ul><ul><li>Engagement </li></ul><ul><ul><li>Landing Page </li></ul></ul> Delivering Contextual Relevance Nothing in History is Better than Paid Search!
  4. 4. The Right Message + The Right Audience
  5. 5. What do Ads need to be Relevant to? The Keyword The Landing Page
  6. 6. The Bridge of Relevance
  7. 7. Why Are Search Ads So Important to Relevance? Pre-Click (Impression) First Touch Generates Interest Messages Benefits Sets Expectations Post-Click (Landing Experience) Segmentation Uniformly Expressed Interest Known Expectations
  8. 8. Ensuring Relevant Ads Campaign Hierarchy + Set Up Ad Titles, Descriptions and URL Landing Pages, Messaging, Reinforcement
  9. 9. Root & Stem Relevance Retirement AdGroup: 
 kw1 - retirement savings
 kw2 - retirement account
 kw3 - retirement information
 kw4 - retirement planning
  10. 10. Root & Stem Relevance Retirement AdGroup: 
 kw1 - retirement savings
 kw2 - retirement account
 kw3 - retirement information 
 kw4 - retirement planning Consideration Stage
  11. 11. Root & Stem Relevance Retirement AdGroup: 
 kw1 - retirement savings
 kw2 - retirement account
 kw3 - retirement information
 kw4 - retirement planning More Down Funnel
  12. 12. Titles, Impressions & Relevance - Multivariate Test Recipe A-C Title: “{keyword}” 5.49% 264,784 Recipe C 5.09% 265,045 Recipe B 5.72% 265,909 Recipe A Conversion Rate Impressions Recipe
  13. 13. Recipe D-F Title: “Find {keyword}” Titles, Impressions & Relevance - Multivariate Test 7.76% 47,066 Recipe F 5.24% 47,289 Recipe E 8.59% 47,093 Recipe D Conversion Rate Impressions Recipe
  14. 14. Recipe G-I Title: “The Wait is Over” Titles, Impressions & Relevance - Multivariate Test 11.76% 46,579 Recipe I 8.11% 46,795 Recipe H 9.84% 46,518 Recipe G Conversion Rate Impressions Recipe
  15. 15. <ul><li>Who Decides Relevance? </li></ul><ul><li>Group G-I had 17.58% of the impressions of Group A-C </li></ul><ul><li>Group G-I had 32% of the conversions of Group A-C </li></ul><ul><li>Group G-I had 82.3% higher conversion rate than Group A-C </li></ul>
  16. 16. What Decides Relevance? 9.37% URL 23.56% Description 2 53.55% Description 1 13.54% Title Influence on Conversion Elements
  17. 17. The Right Message to Ensure Relevance Pre-Click Branded vs. Generic Stem targeting Descriptions/URL Post-Click Channel reinforcement Keyword reinforcement Title reinforcement Description reinforcement
  18. 18. Discovering Relevance Begins…
  19. 19. With Understanding Your Audience
  20. 20. Understanding User Goals to Deliver Relevance Three Types of User Goals from Search 1. Primary Goal: “down jacket” 2. Secondary Goal: “ black down jacket” 3. Latent Goals: Be careful…
  21. 21. Understanding User Behavior to Deliver Relevance Time of Day/Day of Week First Query/ Second Query First Visit/Second Visit Customer/Non Customer Offline Goal Research/Consideration/Buy Phase
  22. 22. Relevance Through Segmentation
  23. 23. Segmentation Methodology Keyword- As close as we can get to the goal
  24. 24. Keyword Relevance CBS does great job ABC leaves lots on the table
  25. 25. Segmentation Methodology Geo- Few things create contextual relevance better than location.
  26. 26. Geo Targeting is key for Ad Effectiveness…
  27. 27. … and users love the relevance geo brings
  28. 28. What Happens When Geo Relevance is Ignored
  29. 29. Reinforcement- KW/Source
  30. 30. Reinforcement - Testing the KW/Source Idea
  31. 31. KW/Source Reinforcement - Genre Page
  32. 32. KW/Source Reinforcement - Side by Side Impact?
  33. 33. KW/Source Reinforcement - Test Results 2.99% 1.93% 1.37 220,736 Genre - Reinforce -- -- 1.34 221,227 Genre - Control 71.38% 48.35% 1.99 43,973 SRP - Reinforce -- -- 1.27 37,987 SRP - Control Lift RPV Lift CR Visitors Recipe
  34. 34. Bridging Recognition with Targeted Relevance
  35. 35. Bridging Recognition with Targeted Relevance
  36. 36. Delivering Relevant Experiences
  37. 37. This page was clicked from an ad under the kw “telescopes” by someone looking for a gift for his son. Landing on this category page the customer looked at the left navigation and was confused by the options of refractor, cassegrain, dobsonian, etc. He left. Understanding the way your users think about content
  38. 38. This category page immediately messages its products in categories like “beginner scopes” that are easy to understand. It also makes good use of redundant navigation and categories popular with most customers like “bestsellers.” Speak User’s Language to Deliver Relevance
  39. 39. Understanding the way your users think about content NYT.com Users
  40. 40. 31 Navigation Messages Top 50 Internal Search Queries Speak User’s Language to Deliver Relevance
  41. 41. User Defined Relevance <ul><li>Global Navigation is important but more important is delivering the ability for the user to discover and engage in what we know interests them. </li></ul><ul><li>Give users control </li></ul><ul><li>Refine content based on preference </li></ul><ul><li>Deliver obvious relevance </li></ul><ul><li>Users understand “brands” </li></ul><ul><li>Easy self segmentation </li></ul>
  42. 42. <ul><li>Global Navigation is important but more important is delivering the ability for the user to discover and engage in what we know interests them. </li></ul><ul><li>No user control of delivery. </li></ul><ul><li>No way to refine content based on preference. </li></ul><ul><li>Deliver obvious relevance. Why is the “Talk to the Newsroom” relevant? TV, Film, Internet are relevant. </li></ul><ul><li>Users understand “brands.” Where is Google, Viacom, Disney? </li></ul><ul><li>No easy self-segmentation like Publishing, Advertising, Internet. </li></ul>“ Clickjunk”
  43. 43. Keyword Reinforcement - Google vs. Yahoo A - Control
  44. 44. Keyword Reinforcement - Google vs. Yahoo B - Keyword
  45. 45. Keyword Reinforcement - Google vs. Yahoo C - Gallery
  46. 46. Keyword Reinforcement - Google vs. Yahoo D - Birthday Page
  47. 47. Keyword Reinforcement - Google vs. Yahoo E - kw/Image Map Reinforcement
  48. 48. Keyword Reinforcement - Google vs. Yahoo
  49. 49. Keyword Reinforcement - Google Results -4.59% 7.30 19.99% E - image map -16.16% 6.42% 20.04% D - redirect b-day -37.60% 4.77% 19.93% C- redirect gallery -1.94% 7.50% 20.01% B - kw reinforce -- 7.65% 20.3% A - control Lift Conversion Traffic Recipe
  50. 50. Keyword Reinforcement - Yahoo Results 7.40% 12.27% 20.10% E - image map -3.59% 11.02% 20.05% D - redirect b-day -29.03% 8.11% 19.88% C- redirect gallery -3.47% 11.03% 20.02% B - kw reinforce -- 11.43% 19.95% A - control Lift Conversion Traffic Recipe
  51. 51. Thank You! Blog: http://www.optimizeandprophesize.com

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