This document discusses media buying and how it impacts search engine marketing. It defines media buying as purchasing display media like banner ads through contracts. It explains the types of display ad networks and who typically does media buying, like both brand and direct response advertisers. The document provides tips for executing and optimizing media buys, like setting goals, analyzing data, and testing ads. It also explains how display advertising can drive searches and how media buying capabilities have increased, leading the author to shift focus away from search engine optimization.

1. Media Buys: Why You Should and How it Impacts Search Brandon Adcock 5/19/2010 Search Exchange

2. Objectives What is Media Buying How to leverage it How it impacts search Why I shifted focus away from search

3. Media Buying Explained Media Buying is typically considered the act of purchasing a predetermined amount of display media through a contract I Will spend $x over x days All rates are negotiable and can be on CPM, CPC or CPA basis. Usually ~$15-25K Min Signed contracts are called Insertion Orders (IOs) Performance goals need to be assigned Multiple ads for each standard ad size

4. Types of Display Networks Network + Publisher Hybrid Sells inventory from their own sites and inventory on sites they don’t own Yahoo, Microsoft, AOL Network only Sells inventory on other people’s sites 24/7 Real Media, Burst, Tribal Fusion, CPX, Pulse360, ContextWeb, Valueclick, AdMob(mobile) Direct from Publisher Sells inventory directly from sites they own Facebook, MySpace

5. Who Does Media Buying Display is not for Brand Advertisers only Great for Direct Response too Credit Scores, Netflix, As Seen on TV, Vacations, Insurance Brand Advertisers want: Awareness/Visibility Brand Recall/Association High Quality Direct Response Advertisers are: Price Sensitive Actively Optimize Strictly ROI Driven

6. Executing & Optimizing Must decide: Branding or DR Set Appropriate goals If DR, must have accurate CPA target After gathering data optimize by Frequency capping Ad creative Blocking sites Demo (Facebook is good for demo data) Day parting Price Landing pages (usertesting.com) Cookie Latency

7. Using Data to Optimize Track every keyword, every ad, every referrer Remove poor performing keywords and ads, block poor performing sites/referrers I even track IP blocks (exclude in Google) Track countries or states, weed out bad ones Remember CTR matters, so don’t cut ads based solely off CVR, look at EPC(earnings per click) Test new headlines, colors, images, call to actions on landing pages with high volume traffic

8. Self Serve Platforms Explained Facebook Huge amounts of inventory Ability to target by age, location, gender, keywords, birthday, sexual orientation, marital status CTR is extremely important (headline & image) MySpace Uses standard ad sizes (300x250 & 728x90 get most impressions) Target by age, gender, area within US, interests Bid high at first 0.8+ then drop bids Google Content Target by keywords or site 50-75 keywords per ad group, related terms High CTR = lower CPCs Optimize by dropping keywords or blocking sites Use placement reports

9. Display & Search Push vs Pull Display drives searches Topics Brand Ad copy/slogan Holistic approach is optimal Increased retargeting capabilities/reach Google Content Retargeting Search Users Fetchback (CPA retargeting)

10. Why I Shifted Away Faster Guaranteed delivery Larger barrier to entry Higher Volume 9.72 Billion US searches in April 2010 Facebook served 50B impressions in Q1 ’10 Less hassle, no slaps

11. Thank You