Mendez Ses Latino07

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Mendez Ses Latino07

  1. 1. Targeting by Demographics & Behavior
  2. 2. 5 It’s Difficult to Deliver Relevance to Users Last Year SES Latino
  3. 3. This Year SES Latino
  4. 4. Relevance! <ul><li>Segmentation - Divide Your Audience </li></ul><ul><li>Targeting </li></ul><ul><ul><li>Source - Google, Yahoo, AdGroup </li></ul></ul><ul><ul><li>Behavior - Keyword, Click </li></ul></ul><ul><li>Re-Targeting - Visited Before </li></ul>
  5. 5. Search Engine Marketing - Built for Targeting!!! <ul><li>Channel </li></ul><ul><li>Campaign </li></ul><ul><li>AdGroup </li></ul><ul><li>Ad Creative </li></ul><ul><li>Keyword </li></ul><ul><li>Local </li></ul><ul><li>Mobile </li></ul><ul><li>Demographics </li></ul>
  6. 6. Targeting Ads to User Intentions Retirement AdGroup: kw1 - retirement savings kw2 - retirement account kw3 - retirement information kw4 - retirement planning
  7. 7. Targeting Ads - Root & Stem Relevance Retirement AdGroup: kw1 - retirement savings kw2 - retirement account kw3 - retirement information kw4 - retirement planning } Consideration
  8. 8. Targeting Ads - Root & Stem Relevance Retirement AdGroup: kw1 - retirement savings kw2 - retirement account kw3 - retirement information kw4 - retirement planning } Planning
  9. 9. Successful Targeting Begins with Segmentation
  10. 10. Segmentation www.ottodigital.com <ul><li>Behavior </li></ul><ul><li>new/return </li></ul><ul><li>click path </li></ul><ul><li>usage </li></ul><ul><li>Temporal </li></ul><ul><li>time </li></ul><ul><li>day </li></ul><ul><li>season </li></ul><ul><li>recency </li></ul><ul><li>frequency </li></ul><ul><li>Environment </li></ul><ul><li>ip </li></ul><ul><li>country </li></ul><ul><li>os </li></ul><ul><li>resolution </li></ul><ul><li>browser </li></ul><ul><li>Referrer </li></ul><ul><li>organic search </li></ul><ul><li>ppc </li></ul><ul><li>email </li></ul><ul><li>direct </li></ul><ul><li>display </li></ul><ul><li>affiliate </li></ul>
  11. 11. 12 Segmentation Methodology Keyword Example : User that types in “carros usado” is looking for information on used cars and is more comfortable searching in Spanish
  12. 12. 13 Segmentation Methodology Keyword Example : User that types in “carros usado” is looking for information on used cars and is more comfortable searching in Spanish
  13. 13. 14 Segmentation Methodology Keyword Example : User that types in “carros usado” is looking for information on used cars and is more comfortable searching in Spanish Edmunds.com gets it wrong
  14. 14. 2007
  15. 15. 2007
  16. 17. Case Study - Targeting Spanish Google Users <ul><li>Musician’s Friend - Market leader in Musical Instruments </li></ul><ul><li>A/B Test </li></ul><ul><li>Over 30,000 visitors into campaign </li></ul><ul><li>Over 95% Confidence Level on Results </li></ul>
  17. 18. A/B Test - Targeting from Google A B
  18. 19. A/B Test - Targeting from Google
  19. 20. Case Study Results - Targeting Spanish Google Users 163% Lift in Engagement <ul><li>163% More Users Engaged (as measured by click-thru) with the Spanish language Tile/Banner than the English language one </li></ul>A +163% CTR! B
  20. 21. Case Study Results - Targeting Spanish Google Users 47% Lift in Conversion Rate <ul><li>47% More Users that were displayed the Spanish Tile/Banner Purchased from Musician’s Friend </li></ul>A +47% CR! B
  21. 22. Case Study Results - Targeting Spanish Google Users 7% Lift in Revenue Per Visitor (RPV) <ul><li>7% More Revenue Per Visitor for Users that were displayed the Spanish Tile/Banner </li></ul>A +7% RPV! B
  22. 23. Targeting Works! <ul><li>Segment - Divide Your Audience </li></ul><ul><li>Target - Relevance </li></ul><ul><li>Validate - Testing </li></ul><ul><li>Improve Performance! </li></ul>
  23. 24. Jonathan Mendez - OTTO Digital, Chief Strategy Officer <ul><li>optimizeandprophesize.com - My Blog </li></ul><ul><li>ottodigital.com/blog - OTTO Digital Blog </li></ul><ul><li>landingpageoptimization.com - Matt Roche Blog </li></ul>Thanks!

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