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SES Chicago 2006

SES Chicago 2006 Recap – Compare and Contrast Ad Program Strategies

December 9, 2006

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.

Filed Under: Pay-Per-Click (PPC), Tech Industry Events Tagged With: Amarillo, Geo Targeting, Match Type, PPC, SES Chicago 2006, Texas

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