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Ads In A Quality Score World Delivering Relevance: Matching the Right Message with the Right Audience Jonathan Mendez   December 4th, 2006
  Delivering Contextual Relevance  Segmentation + Targeting = Relevance Great push example of finding the opportune moment & delivering contextual relevance
Segmentation Channels Campaigns AdGroups (Orders) Keywords Targeting Ads Local Contextual Engagement Landing Page   Delivering Contextual Relevance  Nothing in History is Better than Paid Search!
The Right Message + The Right Audience
What do Ads need to be Relevant to? The Keyword The Landing Page
The Bridge of Relevance
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
Ensuring Relevant Ads Campaign Hierarchy + Set Up Ad Titles, Descriptions and URL Landing Pages, Messaging, Reinforcement
Root & Stem Relevance Retirement AdGroup: 
 kw1 - retirement savings
 kw2 - retirement account
 kw3 - retirement information
 kw4 - retirement planning
Root & Stem Relevance Retirement AdGroup: 
 kw1 - retirement savings
 kw2 - retirement account
 kw3 - retirement  information 
 kw4 - retirement  planning Consideration Stage
Root & Stem Relevance Retirement AdGroup: 
 kw1 - retirement  savings
 kw2 - retirement  account
 kw3 - retirement information
 kw4 - retirement planning More Down Funnel
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
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
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
Who Decides Relevance? Group G-I had  17.58% of the impressions  of Group A-C Group G-I had  32% of the conversions  of Group A-C Group G-I had  82.3% higher conversion rate  than Group A-C
What Decides Relevance? 9.37% URL 23.56% Description 2 53.55% Description 1 13.54% Title Influence on Conversion Elements
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
Discovering Relevance Begins…
With Understanding Your Audience
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…
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
Relevance Through Segmentation
Segmentation Methodology Keyword-  As close as we can get to the goal
Keyword Relevance CBS does great job   ABC leaves lots on the table
Segmentation Methodology Geo-  Few things create contextual relevance better than location.
Geo Targeting is key for Ad Effectiveness…
… and users love the relevance geo brings
What Happens When Geo Relevance is Ignored
Reinforcement- KW/Source
Reinforcement - Testing the KW/Source Idea
KW/Source Reinforcement - Genre Page
KW/Source Reinforcement - Side by Side Impact?
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
Bridging Recognition with Targeted Relevance
Bridging Recognition with Targeted Relevance
Delivering Relevant Experiences
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
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
Understanding the way your users think about content NYT.com Users
31 Navigation Messages Top 50 Internal Search Queries   Speak User’s Language to Deliver Relevance
User Defined Relevance Global Navigation is important but  more important  is delivering the ability for the user to discover and engage in what we know interests them. Give users control Refine content based on preference Deliver obvious relevance Users understand “brands” Easy self segmentation
Global Navigation is important but  more important  is delivering the ability for the user to discover and engage in what we know interests them. No user control of delivery. No way to refine content based on preference. Deliver obvious relevance. Why is the “Talk to the Newsroom” relevant? TV, Film, Internet are relevant. Users understand “brands.” Where is Google, Viacom, Disney? No easy self-segmentation like Publishing, Advertising, Internet.  “ Clickjunk”
Keyword Reinforcement - Google vs. Yahoo A - Control
Keyword Reinforcement - Google vs. Yahoo B - Keyword
Keyword Reinforcement - Google vs. Yahoo C - Gallery
Keyword Reinforcement - Google vs. Yahoo D - Birthday Page
Keyword Reinforcement - Google vs. Yahoo E - kw/Image Map Reinforcement
Keyword Reinforcement - Google vs. Yahoo
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
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
Thank You!   Blog:  http://www.optimizeandprophesize.com

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Ads in a Quality Score World

  • 1. Ads In A Quality Score World Delivering Relevance: Matching the Right Message with the Right Audience Jonathan Mendez December 4th, 2006
  • 2. Delivering Contextual Relevance Segmentation + Targeting = Relevance Great push example of finding the opportune moment & delivering contextual relevance
  • 3. Segmentation Channels Campaigns AdGroups (Orders) Keywords Targeting Ads Local Contextual Engagement Landing Page Delivering Contextual Relevance Nothing in History is Better than Paid Search!
  • 4. The Right Message + The Right Audience
  • 5. What do Ads need to be Relevant to? The Keyword The Landing Page
  • 6. The Bridge of Relevance
  • 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. Ensuring Relevant Ads Campaign Hierarchy + Set Up Ad Titles, Descriptions and URL Landing Pages, Messaging, Reinforcement
  • 9. Root & Stem Relevance Retirement AdGroup: 
 kw1 - retirement savings
 kw2 - retirement account
 kw3 - retirement information
 kw4 - retirement planning
  • 10. Root & Stem Relevance Retirement AdGroup: 
 kw1 - retirement savings
 kw2 - retirement account
 kw3 - retirement information 
 kw4 - retirement planning Consideration Stage
  • 11. Root & Stem Relevance Retirement AdGroup: 
 kw1 - retirement savings
 kw2 - retirement account
 kw3 - retirement information
 kw4 - retirement planning More Down Funnel
  • 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. 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. 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. Who Decides Relevance? Group G-I had 17.58% of the impressions of Group A-C Group G-I had 32% of the conversions of Group A-C Group G-I had 82.3% higher conversion rate than Group A-C
  • 16. What Decides Relevance? 9.37% URL 23.56% Description 2 53.55% Description 1 13.54% Title Influence on Conversion Elements
  • 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
  • 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. 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
  • 23. Segmentation Methodology Keyword- As close as we can get to the goal
  • 24. Keyword Relevance CBS does great job ABC leaves lots on the table
  • 25. Segmentation Methodology Geo- Few things create contextual relevance better than location.
  • 26. Geo Targeting is key for Ad Effectiveness…
  • 27. … and users love the relevance geo brings
  • 28. What Happens When Geo Relevance is Ignored
  • 30. Reinforcement - Testing the KW/Source Idea
  • 32. KW/Source Reinforcement - Side by Side Impact?
  • 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. Bridging Recognition with Targeted Relevance
  • 35. Bridging Recognition with Targeted Relevance
  • 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. 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. Understanding the way your users think about content NYT.com Users
  • 40. 31 Navigation Messages Top 50 Internal Search Queries Speak User’s Language to Deliver Relevance
  • 41. User Defined Relevance Global Navigation is important but more important is delivering the ability for the user to discover and engage in what we know interests them. Give users control Refine content based on preference Deliver obvious relevance Users understand “brands” Easy self segmentation
  • 42. Global Navigation is important but more important is delivering the ability for the user to discover and engage in what we know interests them. No user control of delivery. No way to refine content based on preference. Deliver obvious relevance. Why is the “Talk to the Newsroom” relevant? TV, Film, Internet are relevant. Users understand “brands.” Where is Google, Viacom, Disney? No easy self-segmentation like Publishing, Advertising, Internet. “ Clickjunk”
  • 43. Keyword Reinforcement - Google vs. Yahoo A - Control
  • 44. Keyword Reinforcement - Google vs. Yahoo B - Keyword
  • 45. Keyword Reinforcement - Google vs. Yahoo C - Gallery
  • 46. Keyword Reinforcement - Google vs. Yahoo D - Birthday Page
  • 47. Keyword Reinforcement - Google vs. Yahoo E - kw/Image Map Reinforcement
  • 48. Keyword Reinforcement - Google vs. Yahoo
  • 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. 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. Thank You! Blog: http://www.optimizeandprophesize.com