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1
Personalization, User Data & Search
Uses Mobile Search Daily
Searches in Spanish and
English
Queen of the Generic Query
Uses Google to Navigate
Everywhere
Addicted to Maps
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– Nothing Performs Better than Targeting to the Intentions of Users
– SEMs need to step up and get recognized
– CMOs think BT is just Display!
– Higher Search Budget, More Brand $
– Everyone wins!
Importance of BT & Personalization for SEMs
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Personalization and Behavioral Targeting from Search is Easy and Effective
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Hey man, pass the parameter...
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• hl= host language
• safe = safe search preference
• client = browser
• rls = results language
• q = query
• btnG= search interface
• More...http://www.joostdevalk.nl/wp-content/uploads/2007/07/google-url-parameters.pdf
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http://www.google.com/search?hl=en&safe=off&client=safari&rls=en&q=ses+san+jose&btnG=Search
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• Ad Group
• Ad Creative
• Match Type
• Local
Ads can provide even more parameters
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Thick Slices = High Impact
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Thick Slices = High Impact
Provide Large Data Sets for Confidence
Small Lifts Make a Big Impact
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Behavior๏new๏return๏times visited๏keyword(s)๏branded/generic
๏previous query๏usage๏seen display
Temporal๏time๏day๏season๏recency๏frequency
Environment๏geo๏language๏resolution๏browser
Source๏channel ๏natural search๏paid search๏contextual๏network๏ad creative๏match type
Search Segmentation
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Personalization & Targeting Roadmap
• Use Data to Discover Segments & Affinities
• Hypothesize Relevance
• Create & Develop
• Test & Validate
• Monitor
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Source Targeting
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Source Targeting > Google Spanish Language
Google uses URL parameter “hl” to represent a visitors host language.
“hl=es” represents Spanish Language Google
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Source Targeting > Google Spanish Language
Control
Targeted Content
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Results > Targeting Google Spanish Language
163% Lift in Engagement
+163% CTR!
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Results > Targeting Google Spanish Language
47% Lift in Conversion Rate
+47% CR!
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Results > Targeting Google Spanish Language
7% Lift in Revenue Per Visitor (RPV)
+7% RPV!
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Keyword Match Type
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Personalization - Query Reinforcement
Exact +2.63% Conversion Rate
You searched for “health insurance” on Google
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Personalization - Query Reinforcement
Exact +2.63% Conversion Rate
Broad +4.36% Conversion Rate
You searched for “health insurance” on Google
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Personalization - Query Reinforcement
You searched for “health insurance” on Google
Exact +2.63% Conversion Rate
Broad +4.36% Conversion Rate
Phrase +15.16% Conversion Rate
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Temporal
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Personalization - Temporal Landings (Brand)
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Personalization - Temporal Landings (Brand)
Weekdays+13.89% Lift in RPV
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Personalization - Temporal Landings (Brand)
Weekends+8.44% Lift in RPV
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Geo & Local
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Re-Targeting
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Re-Targeting Based on Affinity
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Results > Targeting Affinity
Targeted Content Based on Affinity
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Targeted Category 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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And Increases Revenue Per Visitor
Guitars
+17% CTR
Bass
+74% CTR
Keyboards
+26% CTR
Drums
+52% CTR
DJ
+32% CTR
Recording
+30% CTR
Live
+82% CTR
Band
+18% CTR
Aggregate RPV Increase of 15%!
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• Users at Engine Behave Differently
• Paid vs. Natural has different consideration sets
• Temporal Factors Influence Behavior
• Few factors deliver more relevance than geo
• Keywords are a Window of Intentions– Generic vs. Specific
– Plurality
– Root & Stems
Getting Personal...
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Jonathan Mendez, Chief Strategy Officer
My Blog:
optimizeandprophesize.com