onsite tageting strategy
DESCRIPTION
Presentation at Web Analytics Wednesday, Cambridge, MATRANSCRIPT
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Targeting Strategy: Crawl, Walk, Run
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Creating Marketing Solutions
•Understand User Intent & Affinity •Use Advanced Technologies to Deliver Relevance•Test, Target & Optimize
EmergingMarketing
TechnologyRAMP Marketing
ROI
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Post-Click•Optimized Landing pages•Site Optimization•Application Design & Development
Pre-Click•Adplications (Intelligent Ad Units)•Video & Rich Media Search Ads
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Personalization & Targeting Roadmap
• Build Segments & Affinities
• Hypothesize Relevance
• Create & Develop• Test & Validate• Monitor
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Segments: Thick Slices = High Impact
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Provide Large Data Sets for Confidence
Small Lifts Make a Big Impact
Segments: Thick Slices = High Impact
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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
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Source Targeting
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• 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
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Me read cookie -Give yummy content
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Google uses URL parameter “hl” to represent a visitors host language.
“hl=es” represents Spanish Language Google
Source TargetingGoogle Spanish Language
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Source TargetingGoogle Spanish Language
Control
Targeted Content
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+163% CTR! +47% CR! +7% RPV!
Source TargetingGoogle Spanish Language
Control
Targeted Content
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Affinity Targeting
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Affinity Targeting
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Targeted Content Based on Affinity
Affinity Targeting
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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
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A/B
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A/B
Photo Affinity+13% Engagement
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Temporal Targeting
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Temporal Targeting
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Weekdays+13.89% Lift in
RPV
Temporal Targeting
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Weekends+8.44% Lift in
RPV
Temporal Targeting
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Search, Social, The Semantic Web
3.0 is Here!!!
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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
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Ad Targeting 4.0
found 59 Chicago Hotels
$99 $400
Book It
<< prev next >>
Lowest avg rate $256.50
The Fairmont Chicago
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Ad Targeting 4.0
found 59 Chicago Hotels
$99 $400
Book It
<< prev next >>
Lowest avg rate $256.50
The Fairmont Chicago
![Page 29: OnSite Tageting Strategy](https://reader033.vdocuments.us/reader033/viewer/2022061213/549725ceb479596a4d8b5117/html5/thumbnails/29.jpg)
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
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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
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Semantic Targeting 4.0
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•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
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Next-Gen Ad Analytics
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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
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Thank You!
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