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Search 4.0 Search Ads and Behavioral Targeting

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SMX West Presentation 2008

Published in: Technology, Design

Search 4.0 Search Ads and Behavioral Targeting

  1. 1. Search Ads & Behavioral Targeting
  2. 2. Marketing Solutions Powered By Technology Embedded with testing & Targeting <ul><li>Post-Click </li></ul><ul><li>Optimized Landing pages </li></ul><ul><li>Site Optimization </li></ul><ul><li>Dynamic Applications </li></ul><ul><li>Pre-Click </li></ul><ul><li>Ad Widgets/Applications </li></ul><ul><li>Next-Gen Search Ads (Gadgets, Video) </li></ul>
  3. 3. Personalization & Targeting Roadmap <ul><li>Build 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>
  4. 4. Segments: Thick Slices = High Impact
  5. 5. Segments: Thick Slices = High Impact Provide Large Data Sets for Confidence Small Lifts Make a Big Impact
  6. 6. <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><ul><li>branded/generic </li></ul></ul><ul><ul><li>match type </li></ul></ul><ul><li>previous query </li></ul><ul><li>usage </li></ul><ul><li>view-through </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>High Impact Segments <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>
  7. 7. <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>+ 30 more! </li></ul>http://www.google.com/search? hl =en& safe= off& client =safari& rls =en& q =on+site+targeting& btnG =Search Source URL Parameters = Easy Targets
  8. 8. Me read cookie… Give yummy content
  9. 9. Google uses URL parameter “hl” to represent a visitors host language. “ hl=es” represents Spanish Language Google Source Targeting Google Spanish Language
  10. 10. Source Targeting Google Spanish Language Control Targeted Content
  11. 11. Source Targeting Google Spanish Language Control Targeted Content +163% CTR! +47% CR! +7% RPV!
  12. 12. Affinity Targeting
  13. 13. Targeted Content Based on Affinity Affinity Targeting
  14. 14. Affinity Targeting 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
  15. 15. Temporal Targeting
  16. 16. Weekdays +13.89% Lift in RPV Temporal Targeting
  17. 17. Weekends +8.44% Lift in RPV Temporal Targeting
  18. 18. Search Ads & BT with The Semantic Web 4.0 is Here!!!
  19. 19. Social Search
  20. 20. Ad Targeting 4.0 found 59 Chicago Hotels $99 $400 Book It << prev next >> Lowest avg rate $256.50 The Fairmont Chicago
  21. 21. Ad Targeting 4.0 found 59 Chicago Hotels $99 $400 Book It << prev next >> Lowest avg rate $256.50 The Fairmont Chicago
  22. 22. Ad Targeting 4.0 Blackhawks vs Oilers 3/9 WWE 3/11 Bulls vs J azz 3/11 Bla ckhawks vs Hu rricanes 3/12 Chicago Event Tickets 3/09/08 - 3/13/08 See All
  23. 23. Ad Targeting 4.0 Blackhawks vs Oilers 3/9 WWE 3/11 Bulls vs J azz 3/11 Bla ckhawks vs Hu rricanes 3/12 Chicago Event Tickets 3/09/08 - 3/13/08 See All
  24. 24. Semantic Targeting 4.0
  25. 25. <ul><li>TARGETED TO ZIP </li></ul><ul><li>TARGETED TO CONTENT </li></ul><ul><li>LIVE QUERY FIELD TO ADVERTISER API </li></ul><ul><li>REFINE RESULTS LINKS </li></ul><ul><li>DYNAMIC FLASH VIDEO MODEL DETAILS </li></ul><ul><li>REAL-TIME INVENTORY </li></ul><ul><li>LINK TO DEALER SITE </li></ul><ul><li>CLICK TO CALL CAPABLE </li></ul>Semantic Targeting 4.0
  26. 26. http://www.dapper.net/dapperads-proxy.jsp?url=http%3A%2F%2Fwww.edmunds.com%2Fford%2Freview.html
  27. 27. Thank You! OptimizeandProphesize .com Jonathan Mendez

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