This document discusses how personalization, user data, and search can be used for behavioral targeting and personalization in search engine marketing. It provides examples of how targeting based on language, source, keyword match type, temporal factors, geo location, and affinities can increase user engagement and conversion rates. Specific examples show lifts in click-through rate, conversion rate, and revenue per visitor from personalizing search results. The document advocates for using data to discover user segments and affinities in order to personalize and target digital marketing efforts.

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. Nothing Performs Better than Targeting to the Intentions of Users SEMs need to step up and get recognized CMOs think BT is just Display! Higher Search Budget, More Brand $ Everyone wins! Importance of BT & Personalization for SEMs

3. Personalization and Behavioral Targeting from Search is Easy and Effective

4. Hey man, pass the parameter...

5. hl = host language safe = safe search preference client = browser rls = results language q = query btnG = search interface More...http:// www.joostdevalk.nl/wp-content/uploads/2007/07/google-url-parameters.pdf http://www.google.com/search? hl =en& safe= off& client =safari& rls =en& q =ses+san+jose& btnG =Search

6. Ad Group Ad Creative Match Type Local Ads can provide even more parameters

8. Thick Slices = High Impact

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

10. Behavior new return times visited keyword(s) branded/generic previous query usage seen display Temporal time day season recency frequency Environment geo language resolution browser Source channel natural search paid search contextual network ad creative match type Search Segmentation

11. Personalization & Targeting Roadmap Use Data to Discover Segments & Affinities Hypothesize Relevance Create & Develop Test & Validate Monitor

12. Source Targeting

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

14. Source Targeting > Google Spanish Language Control Targeted Content

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

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

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

18. Keyword Match Type

19. Personalization - Query Reinforcement Exact +2.63% Conversion Rate You searched for “health insurance” on Google

20. Personalization - Query Reinforcement Exact +2.63% Conversion Rate Broad +4.36% Conversion Rate You searched for “health insurance” on Google

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

22. Temporal

23. Personalization - Temporal Landings (Brand)

24. Personalization - Temporal Landings (Brand) Weekdays +13.89% Lift in RPV

25. Personalization - Temporal Landings (Brand) Weekends +8.44% Lift in RPV

26. Geo & Local

28. Re-Targeting

29. Re-Targeting Based on Affinity

30. Results > Targeting Affinity Targeted Content Based on Affinity

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

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%!

33. Users at Engine Behave Differently Paid vs. Natural has different consideration sets Temporal Factors Influence Behavior Few factors deliver more relevance than geo Keywords are a Window of Intentions Generic vs. Specific Plurality Root & Stems Getting Personal...

34. Jonathan Mendez, Chief Strategy Officer My Blog: optimizeandprophesize.com