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SES San Jose 2007 Recap – Post-Search Ads

SES San Jose 2007

SES San Jose 2007

Kevin DidIT.com

Retargeting – Tap the intent
Yahoo Smart Ads, Rightmedia, Googleclick???
Taconda
Advertising.com
Revenue Science
fetchBack
ValueClick
What will change next time around
Try different offer or price
Different ad creative
Different Landing page (is a micro site appropriate to shake it up?
One-Click-Away
Publisher sites at top of organic listings
1.Target Directly
2.Target through Google Site Targeting
3.Yahoo YPN
4.Other Ad Networks
a.adBright
b.ContextWeb
5.Link Sellers such as Text Link Ads
6.Requires ad buying team
Full disclosure
Copy of Slides? kevin@didit.com
A pixel is placed? What the fuck is a Pixel
Michael Benedek AlmondNet.com
Behavioral Targeting
Analyzing the Post search Opportunity
Recently re product reviews
The ads are targeted based on a recent demonstration of “purchase intent” vs what a customer decided to read.
David Carberry – Out Search – Advertising.com
Advantages
A targeted message to a group or individual that is more likely to generate an action and higher conversion.
14 day retargeting
Read Presentation
Richard Frankel – Yahoo
1.Yahoo! En
This man while knowledgeable bored the ever lovin shit out of me!
Page 9 of his Power Point
As always Connections is happy to answer questions and assist you in any way we can to get your e-business up and running over the competition. Contact us at service@ConnectionsIS.com.

SES Chicago 2006 Recap – Compare and Contrast Ad Program Strategies

SES Chicago 2006

SES Chicago 2006

Geo Targeting

  • Use one country per campaign
  • One account per country. (Yahoo?)
  • Radius targeting: Marketing for a radius around a specific location. Microsoft refers to this as “Order Level”
  • Yahoo Panama – Yahoo’s New marketing platform (1st quarter 2007)
  • Ad preview tool shows what people will see for targeted sites outside of your geographic area. IE.. In Texas working with a California customer.
  • Geo Keywords: State, State abbreviation, cities, neighborhood, Zip, Area code, counties, airport code, regional lingo such as Panhandle or the Loop.
  • Different countries respond to different offers. All English not created equal!
  • Negative Keywords – “Higher quality score”
  • Advanced Yahoo “Phrase and Broad”
  • Singulars and plurals on Google & Microsoft, Yahoo uses a match driver
  • Search Engine Marketing Professional Organization
  • Key words, ad, and landing pages must be carefully coordinated”
  • Dynamic Keywords – Content added to page based on keywords specified by the searcher. Used to distinguish searcher intent.

Match Types

  • Broad match
  • Phrase “Quotes”
  • Exact [Brackets]

Mona Elesseily

  • Editorial Review – If you have problems contact customer service.
  • Google and MSN automatic review while Yahoo is a manual process.
  • It is necessary to be familiar with the editorial policies of each search engine.
  • Trademarked terms are considered in quality score.
  • You may need to apply for an exemption to use a trademarked term such as “Enterprise”
  • Find good people at each search engine to deal with.

Brad Byrd – New Gate Internet

  • Evaluate ads yourself! Don’t count on search engine statistics. Count conversions not clicks. Yahoo will be offering a conversion tracking option with “Panama”.
  • Conversions need not necessarily based on sales. In some cases other valuable customer may be considered a conversion.
  • Tracking Cookies can track repeat users of the site. In some cases this could be considered a conversion.

As always Connections is happy to answer questions and assist you in any way we can to get your e-business up and running over the competition. Contact us at service@ConnectionsIS.com.