Alistair Dent: “Advanced Targeting: From Keywords to Audiences”

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Alistair Dent: “Advanced Targeting: From Keywords to Audiences”

  1. 1. Advanced Targeting in Search: From Keywords to Audiences Alistair Dent @periscopix 4th June 2014
  2. 2. Beyond blue links
  3. 3. We don’t search for pages, but for entities
  4. 4. Entities: pages
  5. 5. Entities: people
  6. 6. Entities: places
  7. 7. Our search queries are a database of our intents
  8. 8. But we can have intents without a search query
  9. 9. Intents: navigation
  10. 10. Intents: information
  11. 11. Intents: transaction
  12. 12. These intents and entities combine
  13. 13. We call the combinations contexts
  14. 14. AdWords targeting mechanisms
  15. 15. Keywords Devices Locations Time of day Day of week Engageme nt Demograp hics
  16. 16. The combinations of these are our way to target context
  17. 17. Bid multipliers
  18. 18. Personas
  19. 19. 1. Start with your personas (never start with the data)
  20. 20. 2. Define the personas with combinations of signals
  21. 21. 3. Which combinations convert best? (And worst?)
  22. 22. 4. Change your bids!
  23. 23. 5. Who needs a different ad?
  24. 24. 6. Who needs a different landing page?
  25. 25. Example: store locator traffic
  26. 26. Example: targeting commuters
  27. 27. Example: two-stage subscriptions
  28. 28. The challenges:
  29. 29. 1. Attribution is an unsolved problem
  30. 30. 2. You don’t know in advance which combinations are best
  31. 31. 3. Data mining bad!
  32. 32. Summary: Personas, context and tricky data

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