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SES Personalization, User Data & Search

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SES Personalization, User Data & Search

  1. 1. Personalization, User Data & Search Uses Mobile Search Daily Searches in Spanish and English Queen of the Generic Query Uses Google to Navigate Everywhere Addicted to Maps
  2. 2. <ul><ul><li>Nothing Performs Better than Targeting to the Intentions of Users </li></ul></ul><ul><ul><li>SEMs need to step up and get recognized </li></ul></ul><ul><ul><li>CMOs think BT is just Display! </li></ul></ul><ul><ul><li>Higher Search Budget, More Brand $ </li></ul></ul><ul><ul><li>Everyone wins! </li></ul></ul>Importance of BT & Personalization for SEMs
  3. 3. Personalization and Behavioral Targeting from Search is Easy and Effective
  4. 4. Hey man, pass the parameter...
  5. 5. <ul><li>hl = host language </li></ul><ul><li>safe = safe search preference </li></ul><ul><li>client = browser </li></ul><ul><li>rls = results language </li></ul><ul><li>q = query </li></ul><ul><li>btnG = search interface </li></ul><ul><li>More...http:// www.joostdevalk.nl/wp-content/uploads/2007/07/google-url-parameters.pdf </li></ul>http://www.google.com/search? hl =en& safe= off& client =safari& rls =en& q =ses+san+jose& btnG =Search
  6. 6. <ul><li>Ad Group </li></ul><ul><li>Ad Creative </li></ul><ul><li>Match Type </li></ul><ul><li>Local </li></ul>Ads can provide even more parameters
  7. 8. Thick Slices = High Impact
  8. 9. Thick Slices = High Impact Provide Large Data Sets for Confidence Small Lifts Make a Big Impact
  9. 10. <ul><li>Behavior </li></ul><ul><li>new </li></ul><ul><li>return </li></ul><ul><li>times visited </li></ul><ul><li>keyword(s) </li></ul><ul><li>branded/generic </li></ul><ul><li>previous query </li></ul><ul><li>usage </li></ul><ul><li>seen display </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>geo </li></ul><ul><li>language </li></ul><ul><li>resolution </li></ul><ul><li>browser </li></ul><ul><li>Source </li></ul><ul><li>channel </li></ul><ul><li>natural search </li></ul><ul><li>paid search </li></ul><ul><li>contextual </li></ul><ul><li>network </li></ul><ul><li>ad creative </li></ul><ul><li>match type </li></ul>Search Segmentation
  10. 11. Personalization & Targeting Roadmap <ul><li>Use Data to Discover Segments & Affinities </li></ul><ul><li>Hypothesize Relevance </li></ul><ul><li>Create & Develop </li></ul><ul><li>Test & Validate </li></ul><ul><li>Monitor </li></ul>
  11. 12. Source Targeting
  12. 13. Source Targeting > Google Spanish Language Google uses URL parameter “hl” to represent a visitors host language. “ hl=es” represents Spanish Language Google
  13. 14. Source Targeting > Google Spanish Language Control Targeted Content
  14. 15. Results > Targeting Google Spanish Language 163% Lift in Engagement +163% CTR!
  15. 16. Results > Targeting Google Spanish Language 47% Lift in Conversion Rate +47% CR!
  16. 17. Results > Targeting Google Spanish Language 7% Lift in Revenue Per Visitor (RPV) +7% RPV!
  17. 18. Keyword Match Type
  18. 19. Personalization - Query Reinforcement Exact +2.63% Conversion Rate You searched for “health insurance” on Google
  19. 20. Personalization - Query Reinforcement Exact +2.63% Conversion Rate Broad +4.36% Conversion Rate You searched for “health insurance” on Google
  20. 21. Personalization - Query Reinforcement You searched for “health insurance” on Google Exact +2.63% Conversion Rate Broad +4.36% Conversion Rate Phrase +15.16% Conversion Rate
  21. 22. Temporal
  22. 23. Personalization - Temporal Landings (Brand)
  23. 24. Personalization - Temporal Landings (Brand) Weekdays +13.89% Lift in RPV
  24. 25. Personalization - Temporal Landings (Brand) Weekends +8.44% Lift in RPV
  25. 26. Geo & Local
  26. 28. Re-Targeting
  27. 29. Re-Targeting Based on Affinity
  28. 30. Results > Targeting Affinity Targeted Content Based on Affinity
  29. 31. Targeted Category Drives Engagement Guitars +17% CTR Bass +74% CTR Keyboards +26% CTR Drums +52% CTR DJ +32% CTR Recording +30% CTR Live +82% CTR Band +18% CTR
  30. 32. And Increases Revenue Per Visitor Guitars +17% CTR Bass +74% CTR Keyboards +26% CTR Drums +52% CTR DJ +32% CTR Recording +30% CTR Live +82% CTR Band +18% CTR Aggregate RPV Increase of 15%!
  31. 33. <ul><li>Users at Engine Behave Differently </li></ul><ul><li>Paid vs. Natural has different consideration sets </li></ul><ul><li>Temporal Factors Influence Behavior </li></ul><ul><li>Few factors deliver more relevance than geo </li></ul><ul><li>Keywords are a Window of Intentions </li></ul><ul><ul><li>Generic vs. Specific </li></ul></ul><ul><ul><li>Plurality </li></ul></ul><ul><ul><li>Root & Stems </li></ul></ul>Getting Personal...
  32. 34. Jonathan Mendez, Chief Strategy Officer My Blog: <ul><li>optimizeandprophesize.com </li></ul>

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