real-time intent beyond search
DESCRIPTION
Search Engine Strategies SF PresentationTRANSCRIPT
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San Francisco| August 13–17
REAL-TIME INTENTPPC Beyond Search
Jonathan MendezYieldbot
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San Francisco | August 13–17, 2012 | #sessf
WHAT IS A YIELDBOT?
Yieldbot is a marketplace where advertisers target realtime consumer intent flowing through premium publishers.
@jonathanmendez@yieldbot
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San Francisco | August 13–17, 2012 | #sessf
@jonathanmendez@yieldbot
Yieldbot Real-Time Intent Marketplace Partners
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San Francisco | August 13–17, 2012 | #sessf
In the Beginning – SEM Est. 1998
@jonathanmendez@yieldbot
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San Francisco | August 13–17, 2012 | #sessf
Expansion of the Intent Arts – Est. 2008
@jonathanmendez@yieldbot
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San Francisco | August 13–17, 2012 | #sessf
State of the Intent Arts – Est. 2011
@jonathanmendez@yieldbot
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San Francisco | August 13–17, 2012 | #sessf
What is Real-Time Intent?
@jonathanmendez@yieldbot
Targeting what intent a person is exhibiting real-time within a site session.
• Landing• Click-Stream• Exit
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San Francisco | August 13–17, 2012 | #sessf
@jonathanmendez@yieldbot
Not purchase intent – at this time it’s discoveryThere are 11 Ads on this page!
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San Francisco | August 13–17, 2012 | #sessf
@jonathanmendez@yieldbot
Irrelevant Retargeter
Irrelevant
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San Francisco | August 13–17, 2012 | #sessf
@jonathanmendez@yieldbot
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San Francisco | August 13–17, 2012 | #sessf
@jonathanmendez@yieldbot
How is Real-Time Intent Determined?
Intent is captured using first party site data. Lots of it. Every landing, every click-stream, every exit.
Intent distilled based on historical and real-time analytics that create click-path specific dynamic/real-time match rules.
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San Francisco | August 13–17, 2012 | #sessf
@jonathanmendez@yieldbot
How is Real-Time Intent Purchased?
You buy Keywords (and can use negatives)
Ads run as text on publishers standard above the fold slots
Priced on CPC!
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San Francisco | August 13–17, 2012 | #sessf
@jonathanmendez@yieldbot
How is Real-Time Intent Perform?
Great!
• FURTHER QUALIFIED - ONE STEP FURTHER DOWN FROM SEARCH
• BETTER CONTEXT THAN SERP
• VALUE OF PUBLISHERS BRAND
• EVERY AD IMPRESSION IS RELEVANT
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San Francisco | August 13–17, 2012 | #sessf
@jonathanmendez@yieldbot
Real-Time Might Be Your Best Performing Channel
• 26% higher conversion rate than Google Paid • 326% higher conversion rate than Google Organic
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San Francisco | August 13–17, 2012 | #sessf
@jonathanmendez@yieldbot
Real-Time Has Full Funnel Value
REMARKETINGIntent laden traffic creates
larger cookie pools for retargeted via ad
exchanges
CONVERSIONConversion
Rates beating Search Ads
AWARENESSUnderstanding of realtime intent is driving consumers from Premium
Publishers to Branded Content
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San Francisco | August 13–17, 2012 | #sessf
@jonathanmendez@yieldbot
THANK YOU!
Site: yieldbot.comBlog: blog.yieldbot.comTwitter: @yieldbotEmail: [email protected]