Targeting Strategy: Crawl, Walk, Run

Creating Marketing Solutions

•Understand User Intent & Affinity •Use Advanced Technologies to Deliver Relevance•Test, Target & Optimize

EmergingMarketing

TechnologyRAMP Marketing

ROI

Post-Click•Optimized Landing pages•Site Optimization•Application Design & Development

Pre-Click•Adplications (Intelligent Ad Units)•Video & Rich Media Search Ads

Personalization & Targeting Roadmap

• Build Segments & Affinities

• Hypothesize Relevance

• Create & Develop• Test & Validate• Monitor

Segments: Thick Slices = High Impact

Provide Large Data Sets for Confidence

Small Lifts Make a Big Impact

Segments: Thick Slices = High Impact

Behavior๏new

๏return

๏times visited

๏keyword(s)๏branded/generic

๏previous query

๏usage

๏view-through

Temporal๏time

๏day

๏season

๏recency

๏frequency

High Impact Segments

Environment๏geo

๏language

๏resolution

๏browser

Source๏channel

๏natural search

๏paid search

๏contextual

๏network

๏ad creative

๏match type

Source Targeting

• hl= host language

• safe = safe search preference

• client = browser

• rls = results language

• q = query

• btnG= search interface

• + 30 more!

http://www.google.com/search?hl=en&safe=off&client=safari&rls=en&q=on+site+targeting&btnG=Search

Source URL Parameters = Easy Targets

Me read cookie -Give yummy content

Google uses URL parameter “hl” to represent a visitors host language.

“hl=es” represents Spanish Language Google

Source TargetingGoogle Spanish Language

Source TargetingGoogle Spanish Language

Control

Targeted Content

+163% CTR! +47% CR! +7% RPV!

Source TargetingGoogle Spanish Language

Control

Targeted Content

Affinity Targeting

Affinity Targeting

Targeted Content Based on Affinity

Affinity Targeting

Affinity Targeting 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

A/B

A/B

Photo Affinity+13% Engagement

Temporal Targeting

Temporal Targeting

Weekdays+13.89% Lift in

RPV

Temporal Targeting

Weekends+8.44% Lift in

RPV

Temporal Targeting

Search, Social, The Semantic Web

3.0 is Here!!!

Social Search (Intent)

DemographicsDemographics

GeographyGeography

Action Behaviors:Action Behaviors:•• Uploads Photos/Videos Uploads Photos/Videos•• Uploads Audio Uploads Audio•• Join Joke Club Join Joke Club•• Messaging Messaging•• Comments Comments

Interest Behaviors:Interest Behaviors:•• Babies Babies•• Flirting Flirting•• Politics & Issues Politics & Issues•• Wedding Wedding

Ad Targeting 4.0

found 59 Chicago Hotels

$99 $400

Book It

<< prev next >>

Lowest avg rate $256.50

The Fairmont Chicago

Ad Targeting 4.0

found 59 Chicago Hotels

$99 $400

Book It

<< prev next >>

Lowest avg rate $256.50

The Fairmont Chicago

Ad Targeting 4.0

Blackhawks vs Oilers 3/9WWE 3/11Bulls vs Jazz 3/11Blackhawks vs Hurricanes 3/12

Chicago Event Tickets3/09/08 - 3/13/08

See All

Ad Targeting 4.0

Blackhawks vs Oilers 3/9WWE 3/11Bulls vs Jazz 3/11Blackhawks vs Hurricanes 3/12

Chicago Event Tickets3/09/08 - 3/13/08

See All

Semantic Targeting 4.0

•TARGETED TO ZIP•TARGETED TO CONTENT•LIVE QUERY FIELD TO ADVERTISER API•REFINE RESULTS LINKS•DYNAMIC FLASH VIDEO MODEL DETAILS•REAL-TIME INVENTORY•LINK TO DEALER SITE•CLICK TO CALL CAPABLE

Semantic Targeting 4.0

Next-Gen Ad Analytics

Logo size and

justification for Engagement

Headline

Message for Engagement,

CTR & Conversion

Category vs.

Lifestyle vs. Style for

Engagement, CTR &

Conversion

Price & Desc

vs. Desc only vs. image only

for CTR and Conversion

Single Product

vs. Two Product vs. Three

Product Message for

Engagement,

CTR & Conversion

Explicit vs. Implicit Messaging

for Engagement

Calls to Action Present vs. Not

Present for CTR & Conversion

Next-Gen Ad Analytics

Thank You!

OptimizeAndProphesize.com