The document discusses different targeting strategies for online advertising including segmenting audiences based on demographics and interests, targeting based on behavioral data like search terms and browsing history, and testing targeted content to optimize engagement and conversion rates. Specific examples show targeting Spanish language users in Google searches increased click-through rate, conversion rate, and revenue per visitor. Targeting content to affinity groups like musicians also increased engagement and revenue. Targeting search results and pages based on intent was shown to significantly increase conversion rates and revenue per visitor.

1. Who’s In Your Crowd? Mom and Blogger Wine Collector Investment Banker Subscribes to Travel & Leisure Triathlete

2. Targeting Roadmap Discover Segments & Affinities Hypothesize Relevance Create & Develop Test & Validate Monitor

3. Thick Slices = High Impact

4. Thick Slices = High Impact Provide Large Data Sets for Confidence Small Lifts Make a Big Impact

5. Behavior new return click path usage context Temporal time day season recency frequency Environment ip language os resolution browser Source natural search ppc email direct display affiliate

6. Case Studies in Targeting

7. Source Targeting > Google Spanish Language Google uses URL parameter “hl” to represent a visitors host language. “ hl=es” represents Spanish Language Google

8. Source Targeting > Google Spanish Language Control Targeted Content

9. Results > Targeting Google Spanish Language 163% Lift in Engagement +163% CTR!

10. Results > Targeting Google Spanish Language 47% Lift in Conversion Rate +47% CR!

11. Results > Targeting Google Spanish Language 7% Lift in Revenue Per Visitor (RPV) +7% RPV!

12. Targeting Category Affinity

13. Results > Targeting Affinity Targeted Content Based on Affinity

14. 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

15. 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%!

16. Targeting Intent with Reinforcement genre search result

17. search result genre Targeting Intent with Reinforcement

18. Results >Targeting Intent with Reinforcement Recipe Visitors CR Lift RPV Lift Search Result - Control 37,987 1.27 -- -- Search Result - Targeted 43,973 1.99 48.35% 71.38% Genre - Control 221,227 1.34 -- -- Genre - Targeted 220,736 1.37 1.93% 2.99%

19. Paco Vinoly - Chief Creative Officer, OTTO Digital Targeted Creative

20. optimizeandprophesize.com ottodigital.com/blog thesiteisdead.com THANK YOU! Many More Thoughts on Targeting...