notes april 2014

SEA: GENERIC KEYWORD REVALUATION THROUGH BRAND DEPRIORITIZATION

75% of conversions, onaverage, are attributedto a brand keyword.

This is a significant percentage. But what if we were to take a closer look? These results are generated with a "last click" attribution model,of the kind used by most media optimization tools on the market.

This approach, however, can sometimes conceal another critical factor...

For advertisers purchasing their brand via SEA,

We at Keyade hypothesized that a fraction of these so-called "brand"conversions were in fact being originally triggered by a generic keyword.

generic keyword search conversionbrand search

conversionbrand search

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notes

SEA: GENERIC KEYWORD REVALUATIONTHROUGH BRAND DEPRIORITIZATION

Keyade is an independent company specializing in performance-based online media acquisition (Keyade Agency), and its conversion using dedicated technologies and services (Madmetrics). Launched in 2006, Keyade now operates in over 80 countries from its offices in Paris, France, and Dubai, UAE. Its client portfolio includes OLX, Meetic/Match.com, Air France, Jumeirah, Redoute and Voyages-SNCF.In 2011 Keyade received capital investments from entrepreneurs Marc Simoncini (Meetic, iFrance) through his Jaïna fund, and Fabrice Grinda (Zingy, OLX).

Headquarters: Keyade, 8 rue du Sentier, 75002 Paris – France. Simplified joint-stock company (SAS) with a capital of 49,481 Euros, registered with the Trade and Commerce Register of Paris under number B 490 339 207—CNIL (National Commission for Information Technology and Privacy) no. 1244457

www.keyade.com / contact@keyade.com / +33 (0) 1.44.79.38.13

Convinced of this approach, for the past two years we have been using this attribution model to analyze nearly all of our client accounts and campaigns.

In the ultra-competitive online advertising market, the battle for market share is waged over generic keywords. At Keyade, we revaluate these keywords to give your campaigns the added value needed to succeed and grow.

For several months, we used this attribution model with advertisers for whom we manage brand purchases. The results?

+85%UP TO

for someadvertisers

+15%

35%UP TO

for someadvertisers.

8%This automatically increases theprofitability of the generic keywords in tandem.

of so-called "brand" salesare reattributable to ageneric keyword upstream.

average increase inconversions for generic campaigns.

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